Marketing 5
All EXCEPT which of the following are examples of the first stage of the buying process?
A buyer invites qualified suppliers to submit proposals.
Which of the following describes a belief?
A descriptive thought that a person holds about something
Which subcultural market segment is the most affluent demographic segment?
Asian Americans
Many small groups have a direct influence on a consumer's behavior. When one is not a member of the group but imagines he is a member of the group to which he wants to belong, it is considered a(n) ________ group.
Aspirational
__________ are part of the buyer's responses.
Buying attitudes and preferences
Which of the following describes learning?
Changes in an individual's behavior arising from experience
The speed of adoption for new products that are technologically advanced is particularly dependent upon which of the following new product characteristics?
Complexity
Business buyer demand is derived from:
Consumer demand
One of your options is to market Cow Power as a powder that kids could mix with milk. For which market segment would powdered Cow Power be most problematic?
Cow Power to be promoted as a sports drink for kids on the go
As the Marketing Manager at TriState Dairies, you have been given the job of developing plans to market a new line of products called Cow Power for kids. Your first task is to determine a target demographic for the product. Which of the following approaches is the worst choice and will be most likely to create problems if you choose it?
Create a single line that is aimed at girls and assume it will appeal to boys as well.
Marketers are always trying to spot ________ so as to discover new products that might be wanted by buyers. One of these is the growing concern among consumers about their health and fitness, which has created a great opportunity for flavored vitamin waters.
Cultural shifts
Economic developments, technological changes, and culture and customs are among the ______ influences that impact business buyer behavior.
Environmental
In the __________ stage of the adoption process, the consumer considers whether trying the new product makes sense.
Evaluation
Researched extensively, marketers are particularly interested in the roles and influence of group members on the purchase of different products and services. What factor is the most important consumer-buying organization in society?
Family
Buying attitudes and preferences are __________.
Part of the buyer's responses
In the adoption process, awareness is when the consumer __________.
becomes aware of the new product, but lacks information about it
In the second stage of the buyer decision process, the consumer gathers information. The sources from which the buyer can collect this information include which of the following?
Personal, commercial, public, and experiential sources
Maslow sought to explain why people are driven by particular needs at particular times. His answer is that human needs are arranged in a hierarchy, which runs from the most urgent to least pressing. Identify the correct order of needs.
Physiological, safety, social, esteem, and self-actualization
Consumer buying behavior in situations characterized by high consumer involvement in a purchase and significant perceived differences among brands is known as __________.
Complex buying behavior
You have made decisions on product formula, promotion, and packaging. It is now time to test your product. Which of the following test approaches is best for your product?
Conduct a focus group that is followed by a test run of Cow Power in a limited part of TriState's distribution area.
Laurie purchases items for her family's personal use, such as food and clothing. Laurie and her family are part of which market?
Consumer
The most basic cause of a person's wants and behavior is his ________, which is learned from childhood.
Culture
Which adopter group is made up of opinion leaders in their communities and who adopt new ideas carefully?
Early adopters
Consumers are involved in complex decision-making buying situations when there are certain conditions of the buying process. These conditions do not include which of the following situations?
Easily replaced
You envision Cow Power as a treat that parents will give to kids as a reward. Which packaging size best suits your conception of Cow Power being an individual treat?
Half-pint
Hispanics represent a large, fast-growing market. The nation's more than 55 million Hispanic consumers will account for 11% of the nation's total buying power by 2015, but they do vary in buying behavior from the mainstream American public. Which of the following statements is true about the Hispanic consumer?
Hispanics are more active on mobile and social networks than other segments, making digital mediums ideal for reaching this segment
__________ are such things as product, price, place, and promotion, and are considered part of the environment that influences the buyer's black box.
Marketing stimuli
Dell manufacturers computers but purchases many of the components from other manufacturers. If Dell desires to renegotiate a more favorable purchase agreement or seeks a new supplier for a part, which type of buying situation fits this scenario?
Modified rebuy
__________ is the first stage of the buyer decision process in which the consumer recognizes a problem or need.
Need recognition
A competitive and well-respected lifestage segmentation system is __________________, which classifies every American household into one of 66 distinct lifestage segments that are further organized into 11 major lifestage groups, based on affluence, age, and family characteristics.
Nielsen PRIZM Lifestage Groups system
For boys, you are thinking of using a famous NFL quarterback as Cow Power's sole spokesperson. An advisor thinks that is a mistake and that you should focus on a variety of figures from different sports. Is focusing the campaign on an NFL quarterback a good idea?
No, because focusing on football exclusively will make boys who enjoy other sports feel left out.
Your team is still arguing about the formulation of Cow Power. One manager wants the product to be colored and flavored. Another manager wants just flavored, uncolored milk, while a third team member wants colored, unflavored milk. What would be the best way to resolve this issue?
Offer different formulations in focus groups, and see which one performs best.
Which of the following is a person within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts social influence on others?
Opinion leader
After certain types of sales, marketers often send consumers communications to help them feel good about their purchases. Marketers do so in order to:
Reduce cognitive dissonance
When purchasing goods and services, University Medical Center solicits bids on the Internet and awards their business to the low bidder. This is an example of a(n):
Reverse auction
Consumers do not always assign the same meaning to a marketer's message that was intended by the marketer. This is because of consumers':
Selective distortion
A __________ is a relatively permanent and ordered division in a society whose members share similar values, interests, and behaviors.
Social class
Social classes, society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors, are not determined by a single factor but are measured as a combination of other variables. ________ does not factor into the equation when it comes to calculating social class.
Subculture
Which term refers to a group of people with shared value systems based on common life experiences and situations?
Subculture
Soda Stream is an innovation in soft drinks that enables consumers to create their own sodas at home with purchased syrup, tap water, and a carbonation device. To increase the adoption rate, the firm is advised to present the relative advantage. How would the relative advantage of Soda Stream be described?
The Soda Stream ads suggest there are fewer bottles to carry and a reduced effort of having to recycle bottles.
In the __________ stage of the adoption process, the consumer tries the new product on a small scale to improve his or her estimate of its value.
Trial
A child in which of the following cultures normally learns or is exposed to the following values: achievement and success, freedom, individualism, hard work, activity and involvement, efficiency and practicality, material comfort, youthfulness, and fitness and health?
U.S.
In your efforts to brand for all kids — both genders with the same approach — you have come up with a number of ideas. Which of these ideas best suits your product and target demographic?
an endangered animal theme that features beautiful photos of jaguars, whales, and other creatures
Each culture contains smaller groups of people with shared value systems based on common life experiences and situations. These smaller groups, identified as ________, include nationalities, religions, racial groups, and geographic regions. They often make up important market segments.
subcultures
Perception
the process by which people select, organize, and interpret information to form a meaningful picture of the world
Culture is __________.
the set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions
A group is __________.
two or more people who interact to accomplish individual or mutual goals
What are attitudes?
A person's consistently favorable or unfavorable evaluations, feelings, and tendencies toward an object or idea
Perception is the process by which people select, organize, and interpret information to form a meaningful picture of the world. Consumers can form different perceptions of the same stimulus because of several perceptual processes including selective attention. Which of the following is an example of selective attention?
A smoker does not read the health warning on the side of the cigarette package and has learned to hold the pack with her hand covering the warning.
You are considering colors and flavors for Cow Power. Which of the following is not an objection that is likely to be brought up for color and flavor additives?
Adding color or flavor will make the product too expensive to market.
Which subcultural American market segment is more price conscious than other segments?
African Americans
A buyer's decisions are influenced by many personal characteristics that include which of the following factors?
Age and life-concept, personality, and self-concept
__________ is the stage of the buyer decision process in which the consumer uses information to evaluate alternative brands in the choice set.
Alternative evaluation
Marketing managers have to analyze what goes on in the consumers' "black box." The black box has two parts. The first is that the buyer's characteristics influence how he or she perceives and reacts to the stimuli. What is the second element?
Buyer's decision process itself and how it affects our behavior
A subculture is __________.
a group of people with shared value systems based on common life experiences and situations
Your nonstandard packaging in market tests experienced a problem: people don't recognize Cow Power as real milk. Your first impulse is to change the packaging. Your boss, however, loves the packaging and thinks it can be made to work. Which of the following approaches is most likely to work?
In big bold letters, prominently feature the words MADE OF 100% MILK on the label.
Consumer buyer behavior refers to the buying behavior of final consumers, which is defined to include whom?
Individuals and households buying goods and services for personal consumption
__________ is the stage of the buyer decision process in which the consumer is motivated to search for more information.
Information search
While watching the Super Bowl, you become intrigued by an ad for a radical new product, which you buy the following week. In this circumstance you are behaving like a(n):
Innovator
A consumer is curious as to whether or not he would like a tablet instead of a laptop. He knows there are differences but does not really understand brand differences nor does he know the specific features of different tablets. He begins doing some online research. He is described as being in which stage of the new product adoption process?
Interest
In the __________ stage of the adoption process, the consumer seeks information about the new product.
Interest
One of the options you are considering is marketing Cow Power with a single unified approach that is aimed at both boys and girls. Which of the following is the greatest advantage of this approach?
It will be easier and less expensive to create and promote than separate campaigns for boys and girls.
Marketers of brands that are subjected to strong group influence must figure out how to reach ________, people within a reference group who exert social influence on others. Because consumers listen to these influential consumers, marketers try to create ________ using them to serve as "brand ambassadors" who spread the word about brands.
Opinion leaders, buzz
In addition to group influences, a person's buying choices are further influenced by four major psychological factors. ________ is not an influencing psychological factor but is a factor that influences one's buying behavior.
Personality
The buying decision process follows several steps. How is the final step in the process identified?
Post-purchase behavior
Consumer purchases are strongly influenced by many factors the marketer cannot control. __________ is a factor that the marketer can control.
Promotion
The __________ stage is when the buyer makes a decision about which brand to purchase.
Purchase decision
