Connect chapters 4/5
In the central route to persuasion, consumers have _____.
A high level of involvement
Identify the different ways used to classify tangible goods.
By markets or by physical attributes
Identify the different ways used to classify tangible goods.
By the primary motivation and the resources available
A description of how people gain knowledge from the experience of others and how they assess a complex purchase can be provided by _____.
Cognitive Theory
The rapid evaluation process conducted by people's brain when they receive an advertising message is known as the decision process.
Consumer
The organization that has information it wishes to spread to others is the ultimate _____ of a marketing message.
Source
The party that formulates an idea, encodes it as a message, and sends it via some channel to a receiver is known as the
Source
A firm that conducts business between the producer and the consumer or an industrial purchaser is referred to as a
reseller
Organizations that buy natural resources, component products, and services that they resell, use to conduct their business, or use to manufacture another product are included in ______ markets.
Business
The means by which an encoded message makes its way from the source to the receiver is known as the
Channel
An approach that sees learning as a mental process of memory, thinking, and the rational application of knowledge to practical problems is known as
Cognitive Theory
The theory that views learning as a process of trial and error is called
Conditioning Theory
Which term refers to the mental and emotional processes and the physical activities of people who buy and use goods and services to meet needs and wants? Multiple choice question.
Consumer Behavior
refers to how important or relevant a decision is to a consumer.
Consumer Involvement
Each company and individual that is responsible for a product as it moves from the producer to the consumer are part of the
Distribution Channel
If a company wants to stimulate primary demand, it will try to identify those users that are willing to try new things, otherwise known as ______.
Early Adopters
Those customers who are willing to try new things and to whom marketers target directly with new products are known as
Early Adopters
In order for John to understand what Kayla is trying to communicate, she must first ______ the information contained in her message.
Encode
For a receiver to understand what is being communicated by the source, the information in a message must be
Encoded
The sum of what consumers, distributors, dealers, and competitors think and feel about a brand over a significant length of time is referred to as brand
Equity
True or false: Marketers believe that consumers are often more concerned with the actual price of a product.
F
True or false: It is usually easier to get a light user to increase usage than a heavy user.
False
True or false: The human communication process begins when the receiver formulates a new idea, encodes it, and then sends the new message back through some channel.
False
A key goal in advertising is to create messages that _____.
Foster positive brand attitudes
City grocer has two stores in a metropolitan area. One is in the Indian neighborhood of the city and is stocked with rice, lentils, fresh vegetables, fish, and Indian spices. The other store is located in the predominantly Hispanic section of the city and stocks corn, avocados, chilies, and other items that appeal to the Hispanic market. The grocer is using ______ segmentation.
Geodemographic
A method of segmenting markets based on the shared characteristics, needs, or wants of people within a region is known as
Geographic Segementation
According to _____, people in one region of the country (or world) differ from those in other regions based on their needs, wants, and purchasing habits.
Geographic Segmentation
A developed behavior pattern that has become almost or completely automatic refers to a(n) _
Habit
The behavioral side of a learning process is known as a(n)
Habit
Imperceptible but existing differences that may affect the desirability of a product are called ______ differences.
Hidden
The product life cycle can be summarized as a set of four stages a product passes through. What are these four stages?
Introduction, maturity, growth and, decline
A company spends a significant amount of money to educate customers, build widespread dealer distribution, and inspire demand during the ______ stage of any new product category.
Introductory
The phase of the product life cycle when a new product is introduced, the costs are highest, and profits are lowest is called the _____
Introductory
In determining which type of process a buyer is likely to use when learning information, a key role is played by consumer
Involvement
The primary demand trend identifies the ______.
Marketing Potential for a product category
Personal selling is categorized as a(n) ______ channel of communication, whereas messages in a TV commercial or radio ad would be categorized as a(n) ______ channel of communication
Personal;Nonpersonal
The Elaboration Likelihood Model is a theory of how ______ occurs.
Persuasion
When a change in belief, attitude, or behavior is caused by a promotional message, _____ occurs.
Persuasion
Perception relates to which two elements in the consumer perception and cognition model?
Physical Data
A manufacturer of cell phone covers has decided to sell its products online, in stores that sell cell phones, and in freestanding kiosks in shopping malls. This decision is related to which element of the marketing mix?
Place
The way a consumer perceives the benefits of a product, the way the product is classified or differentiated from its competition, or the product's relationship to certain target markets refers to its ______.
Position
The element of the marketing mix that affects a buyer's perception of a brand is known as the _____ element.
Price
The projection of future consumer demand for a product category, based on past demand and other market influences is the ______.
Primary demand trend
When creating a marketing mix, marketers usually start with the ______ element.
Product
A consumer's perception of a product as a combination of utilitarian and symbolic values that meet functional, social, and psychological wants and needs is referred to as the ______.
Product Concept
The ______ can be summarized as the progressive stages in the life of a product that affect the way a product is marketed and advertised.
Product Life Cycle
Classifying a product helps a company define both the _____.
Product concept and the marketing mix
Which marketing mix element encompasses all marketing-related communications between a seller and a buyer?
Promotion
For certain products, some advertisers use _____ to define consumer markets because appealing to consumers' emotions and cultural values may be persuasive.
Psychographic Segmentation
Marketers use ______ when they group people by their values, attitudes, personality, and lifestyle.
Psychographics
Using ______, marketers are able to view people as individuals with feelings and inclinations.
Psychographics
Identifying buyers based on when they buy or use a product or service is known as the _____.
Purchase Occasion
The frequency of need, a fad, or seasons can affect the_____.
Purchase Occasion
A consumer who decodes an advertisers message is referred to as a
Receiver
Unlike in the cognitive theory, conditioning theory emphasizes the role that _____ plays in learning.
Reinforcement advertising
which consumer category based on user status should be the primary target for brand advertising quizlet
Repertorie users
The study of how humans use words, gestures, signs, and symbols to convey feelings, thoughts, ideas, and ideologies is referred to as
Semiotics
Advertising traditionally has been a one-way process in which the message moves from the _____ to the _____.
Sponsor;Consumer
An advertisement for a new car, a window display at a local store, or a brightly-colored clearance tag on a pair of jeans all act as a ______ since they arouse our senses.
Stimulus
Something that people are able to perceive through their senses is referred to as a
Stimulus
The conditioning theory of learning is also called _____.
Stimulus-response theory
The market segment or group within the market segment toward which all marketing activities will be directed is known as the _____ market.
Target
The particular segment of the population that a firm's marketing activities are aimed at is the ______; the particular group available to an advertiser through media is call the ______.
Target Market, Target Audience
To establish the content, look, and feel of its advertising, a company will begin the ______ process.
Target Marketing
The process by which an advertiser focuses its marketing efforts on a target market is known as _______.
Target marketing
A system in which the producer, wholesaler, and retailer work together as a cooperative group to meet consumers' needs is called a
Vertical marketing system
Advertisers and marketers usually attempt to mold their product into a complete product _____ once they define their target market.
concept
When companies sell to end users or consumers without the use of wholesalers or retailers, they are using
direct distribution
What considerations are taken into account when designing a product's package?
-Protection and Connivance -Containment -Economy
The segmentation of consumers based on their purchasing behavior is called ______ segmentation.
Behavioristic
User status, user rate, purchase occasion, and benefits sought are the key variables of ______ segmentation.
Behavioristic
Symbolism—what a brand name means to the consumer, their friends, or to some social reference group is an aspect of ______ segmentation.
Benefit
A person's curiosity or openness about a brand is called
Brand Interest
A key goal of brand marketers, which is a result of continuous advertising and repurchasing, is to create _____.
Brand Loyalty
Young-As-You-Feel Fitness uses ______ segmentation to target women over 50 who can afford its in-home personal training and lifestyle coaching services.
Demographic
An advertiser's goal is to get enough relevant market data to
Develop accurate profiles of buyers
The method used by marketers to sell a product directly to end users or consumers is called
Direct distribution
What type of segmentation capitalizes on the fact that two adjacent neighborhoods may differ significantly in the number of families, average age of a resident, income level, and/or ethnicity?
Geodemographic
Identifying groups of people with shared needs and characteristics and combining these groups into larger market segments according to their interest in a product's utility are the two steps involved in
Marketing Segmentation
In the communication process, the channel is the
Means by which a message travels from the source to the receiver
Identify an accurate statement about consumer motivation.
Motivation is not directly observable
refer to consumer purchase and usage based on eliminating or avoiding a problem.
Negatively originated motives
The basic goal of a product positioning strategy is to ______.
Own a concept that establishes the product in a customer's mind
Before a person can perceive a message, stimulus data must get past a set of
Perceptual screens
The subconscious filters that block people from unwanted messages are called _____.
Perceptual screens
When consumers have low involvement with a product or message, they are unlikely to pay attention to or try to understand the essential message of the ad. This refers to the _____ route to persuasion.
Peripheral
Communication channels are categorized as being either
Personal or Non-personal
According to the theories of learning, the concept that is closely linked to learning is
Persuasion
In the marketing mix, the amount charged for the good or service, including deals, discounts, terms, and warranties, refers to the____ element of the marketing mix
Price
Which activity most likely takes place in a business market?
The purchase of concrete by a patio builder
As it pertains to the communications process, semiotics is
The study of how humans use words, gestures, signs and symbols to convey feelings, thoughts, and ideas.
In volume segmentation, to define consumers as light, medium, or heavy users of products, marketers use _____
Usage Rates
Consumers have different reasons for buying a product such as high quality, low price, status, sex appeal, etc. What method of segmenting consumers takes these reasons into consideration?
User Rates
A product's _____ refers to the special relationship between a customer's needs and a product's need-satisfying potential.
Utility
An individual's evaluation of an idea or an object, due to learning, is known as a(n)
attitude
According to the Elaboration Likelihood Model, the _____ is similar to stimulus-response learning, in which consumers may respond to the message at a later date, when a purchase occasion arises.
peripheral route to persuasion
The most important element of the marketing mix is the good or service being offered and the values associated with it, including the way the product is designed and classified, positioned, branded, and packaged.
product