exam 3 mkt 378

types of gifts vary by

occassion

consumption guilt

occurs when negative emotions or guilt feelings are aroused by the use of a product or a service

Barry is always searching information about wine. He reads Wine Spectator every month, has several books related to wine, visits wine-related Web sites frequently, and has visited several wine regions throughout the world. While he purchases wine frequently, he does not conduct this information search for just that reason. He just enjoys learning about wine. For Barry, his search for information about wine is a(n) _____.

ongoing search

Décor, sounds, aromas, lighting, weather, and configurations of merchandise or other materials surrounding the stimulus object are included in which situational characteristic?

physical surroundings

A shopping style that puts particular emphasis on certain activities or shopping motivations is called a ________.

shopping orientation

internet shopping is growing rapidly as a result of

time pressures felt in retail environment

what do marketers do?

-identify different situations that may involve consumption -determine which products most likely to be purchased-consumed across different situations

desire to resolve a particular problem depends on:

-magnitude of the discrepancy between desired and actual states -relative importance of the problem -affordability

Marketing strategy that focuses only on creating awareness may be inadequate. T OR F?

TRUE

Online services use bots, which are software "robots" that do the shopping/searching for users, and are therefore often referred to as shopping bots. T OR F?

TRUE

The disposition situation can create significant social problems as well as opportunities for marketers. Tof F?

True

multi channel shoppers

are consumers who browse and/or purchase in more than one channel

post purchase dissonance

buyer's remorse

For which type of decision making is external information search relatively important?

extended decision making

extended decision making

extensive search and evaluation of multiple alternatives, high involvement (such as buying a car or engagement ring)

Which type of search can involve independent sources, personal sources, marketer-based information, and product experience?

external search

limited decision making

few alternatives, simple decision rules such as buying the cheapest (middle ground)

to avoid post purchase dissonance, marketers need t

focus on validating the consumption for "high guilt" products/ give consumer permission or rationale for indulging in that consumption act

2 types of consumer problems

Active problem (consumer is aware of problem) Inactive problem (consumer is unaware of problem)

Which of the following statements is TRUE regarding moods?

Ad and brand attitudes are often influenced in a mood-congruent manner

Which type of industry has developed around the use of ambient scents?

B) environmental fragrancing

Carmen is double majoring in fashion merchandising and graphic design in college. When she graduates, she wants to design the physical environment of retail stores, particularly those in women's fashions. She wants to create environments that create specific mood responses in shoppers. Which field best describes what Carmen wants to do?

B) retail atmospherics

firms need to satisfy consumer expectations by

Creating reasonable expectations through promotional efforts, and Maintaining consistent quality so the reasonable expectations are fulfilled.

Under conditions of crowding, consumers tend to ________. A) buy less B) make faster decisions C) use less information D) be less satisfied E) all of the above

E) all of the above

A recent study found that the number one reason consumers abandoned their online shopping carts was due to changing their mind.

FALSE

All of the brands thought of as potential solutions are known as the consideration set. T OR F?

FALSE

Mobile marketing efforts can be viewed in much the same way as those on the Internet; that is, driving information to consumers (pull strategy) and driving consumers to information (push strategy). T OR F?

FALSE

Recent research finds that roughly 20 percent of online consumers abandon their shopping carts without making a purchase. T OR F?

FALSE

The brands found to be completely unworthy of further consideration comprise the excluded set. TOR F?

FALSE

Those who abandon carts cannot be reengaged. T OR F?

FALSE

Psychographics is the process managers use to manipulate the physical retail environment to create specific mood responses in shoppers. T OR F?

False. Atmospherics is the process managers use to...

Discovering Consumer Problems

Identifying Consumer Problems Using Online and Social Media Monitoring and tracking is not enough Problems need to be solved in a timely and appropriate manner

Suppressing Problem Recognition

Occasionally information is introduced in the market place that triggers problem recognition that some marketers prefer to avoid.

Responding to Consumer Problems

Once a consumer problem is identified, the manager may structure the marketing mix to solve the problem.

A price with which other prices are compared is known as a(n) _____. When a retailer represents a price as "regularly $15.99, now $9.99," the $15.99 is called the _____.

Reference Price

Hank is seen by others as the go-to if they have questions related to finding good deals on the Internet. He likes to shop online because, to him, it's more fun than going to a store. To which online shopping segment does Hank belong?

Virtual Shoppers

ritual situation

a socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning

satisfaction=

actual performance- previous expectations

situation influence

all those factors particular to a time and place that do not follow from a knowledge of the stable attributes of the consumer and the stimulus and that have an effect on current behavior

Net Promoter Score (NPS)

an indirect word-of-mouth measure of true attitudinal loyalty

All of the brands that a consumer thinks of as potential solutions are known as the _____.

awareness set

Ben is interested in golf, so he visits several golf-related websites, such as the USGA and the PGA. Unbeknownst to him, his surfing behavior is being tracked, and it's no accident that he receives several banner ads for golf products and destinations. This is called ________.

behavioral targeting

_____ involves tracking consumer click patterns on a Web site and using that information to decide on banner ad placement.

behavioral targeting

what does the video in class refer to?

big bang theory sheldon used chocolate as a positive reinforcement for penny

Services that aid consumers in their search and decision making on the Internet are known as ________.

bots

The percentage who clicks through a banner ad to the corporate Web site is known as _____.

clickthrough rate

disposition situation

consumers must frequently dispose of products or product packages after or before product use

Omni-channel shoppers

consumers who browse and/or purchase in more than one channel simultaneously

Which of the following is the major reason consumers give for shopping online?

convenience

Marketing Strategy for Active Problem

convince consumers that brand is the best solution

marketing strategy for inactive problem

convince consumers that they have a problem and that their brand is the best solution

atmosphere= servicescape when

describing a service business

problem recognition is the result of a gap between

desired state and actual state

Which situation involves consumers disposing of products or product packages after or before product use?

disposition situation

The brands or products one will evaluate for the solution of a particular consumer problem are called the _____.

evoked set (aka consideration set)

Crowding generally produces which outcome for the retail outlet and the consumer?

generally negative outcomes for both retailers ad consumers

Helping Consumers Recognize Problems

generic problem recognition and selective problem recognition

types of problem recognition

generic- thirsty so you buy a drink selective- only one product can solve problem

nominal decision making

habitual decision making, involves no decision per se

Committed Customer/ Brand loyalty

has an emotional attachment to the brand or firm

What is the key to success of store brands?

high quality at a reasonable price

Generally, importance is determined by

how critical the problem is to maintenance of desired lifestyle

post purchase dissonance most likely to occur when

individual has previous anxiety problems, after and irrevocable purchase, or when it involved a difficult choice

Brands that are found completely unworthy of further consideration are members of the ________.

inept set

Brands for which a consumer is aware but basically indifferent toward compose his or her _____.

inert set

Which of the following are types of reference prices?

internal and external

Once a problem is recognized, relevant infoRmation from long-term memory is used to determine if a satisfactory solution is known, what the characteristics of potential solutions are, what are appropriate ways to compare solutions, and so forth. This is referred to as _____.

internal search

The top barrier(s) to Internet shopping is(are) ______.

lack of touch and privacy concerns

Which of the following components represent the service dimension of a store's image?

layaway plan, sales personnel, easy return, credit, and delivery

Which information source is NOT actively acquired by consumers?

low-involvement learning

Which dimension of store image consists of quality, selection, style, and price components?

merchandise

antecedent states

momentary moods or conditions (temporary)

Types of decision making

nominal, limited, extended

Retail outlet selection involves a comparison of the alternative outlets on consumer's evaluative criteria:

outlet image, outlet location & size, retailer brands, retail advertising

Which of the following affects consumers' retail outlet selection?

outlet image, retailer brands, retail advertising, outlet location and size

repeat purchasers

people who tried the product, were satisfied, and bought again- but have no emotional attatchent

5 key dimensions on characteristics

physical surroundings social surroundings temporal perspectives task definition antecedent states

What was the MAIN reason consumers gave in a survey for why they don't like shopping in stores?

poorly informed sales people

consumers shop online for reason similar to those

shopping from catalogs

Which model is used to calculate the level of store attraction based on store size and distance from the consumer?

retail attraction model

the effectiveness of sales efforts is influenced by the interaction of

salespeoples knowledge, nature of customers buying task, customer & salesperson relationship

usage situation

segmentation that is based on the idea that the occasion or situation often determines what consumers will purchase or consume (i.e. certain products for certain situations, special usage occasions)

store based retailers are trying to enhance

shopping experience

communications situation

situation in which consumers receive information has an impact on their behavior

store brands are closely related to

store image

gravitational model

strategy by marketers to determine where to build outlet based on pulling power

purchase situation

takes into account the purpose, time available, and location where a purchase is made

Sharon has to purchase a gift for her mother and only has this afternoon to do so because her birthday party is that evening. She's wondering how she will be able get to the mall in time to pick out the perfect gift. This is an illustration of which situation characteristic?

temporal perspective

Which of the following is probably the most important situational variable with respect to search behavior?

temporal perspective

Temporal Perspectives

the effect of time on consumer behavior, limited purchase time often limits purchases

purchase involvement

the level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase

social surroundings

the other individuals present in the particular situation, their presence frequently influences actions of shoppers

atmospherics

the process managers use to manipulate the physical retail environment to create specific mood responses in shoppers

Task Definition

the reason the consumption activity is occurring (gifts vs self)

store atmosphere

the sum of all the physical features of a retail environment

The top categories of online spending include

travel, apparel, and computers and peripherals

churn

turnover in a firm's customer base-- it costs more to get new customers than to keep existing customers

actual state

way individual perceives his/her feelings and situation to be at the present time

desired state

way individual wants to feel or be at the present time