Marketing - Chapter 4

What stage of the purchase decision process? - Assessing value

Alternative evaluation *The alternative evaluation stage clarifies the information gathered by (1) suggesting criteria to use for the purchase, (2) yielding brand names that might meet the criteria, and (3) developing consumer value perceptions*

______ influences, which evolve form a consumer's formal and informal relationships with other people, also exert a significant impact on consumer behavior

Sociocultural

________ is the energizing force that stimulates behavior to satisfy a need. Because consumer needs are the focus of the marketing concept, marketers try to arouse these needs

Motivation

___________ represents the anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences

Perceived risk *The greater the perceived risk, the more extensive the external search Strategies to reduce consumers perceived risk Obtaining seals of approval Securing endorsements from influential people Providing free trials of the product Giving extensive usage instructions Providing warranties and guarantees*

_______ - the process by which an individual selects, organizes, and interprets information to create meaningful picture of the world

Perception

______ refers to a person's consistent behaviors or responses to recurring situations - guides and directs behavior

Personality

What stage of the purchase decision process? - Realizing Value - After buying a product, the consumer compares it with his or her expectations and is either satisfied or dissatisfied

Postpurchase Behavior

____________ are people to whom an individual looks as a basis for self-appraisal or as a source of personal standards - affect consumer purchases because they influence the information, attitudes, and aspiration levels that help set a consumer's standards

Reference groups

____ problem solving is typically the case for low-prices, frequently purchased grocery products - For products such as milk, consumers recognize a problem, make a decision, and spend little effort seeking external information and evaluating alternatives

Routine *Purchase process for such items is virtually a habit and typifies low-involvement decision making*

_____ influences on consumer behavior result from three sources: consumer socialization, passage through the family life cycle, and decision making within the family or household

Family

_________ purchase occasions typically have at least one of three characteristics. The item to be purchased (1) is expensive, (2) can have serious personal consequences, or (3) could reflect on one's social image. → for these occasions, consumers engage in extensive information searches, consider many product attributes and brands, form attitudes, and participate in word-of-mouth communication

High-involvement

An ________ is a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way

attitude *Attitudes are shaped by our values and beliefs, which are learned*

Marketers use three approaches to try to change consumer attitudes 1.) Changing beliefs about the extent to which a brand has certain attributes 2.) Changing the perceived importance of attributes 3..) Adding new attributes to the product

attitudes

The feeling of post purchase psychological tension or anxiety is called _______

cognitive dissonance

_______ - the group of brands a consumer considers acceptable from among all the brands in the products class of which he or she is aware

consideration set

A _________ is a visual representation of all the touchpoints for a consumer who comes into contact with a company's product, services, or brands before, during, and after a purchase

consumer journey map *Marketers view the purchase decision process and consumer experience through the lens of consumer touchpoints and consumer journey maps*

The process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers is called __________ - Children learn how to purchase (1) by interacting with adults in purchase situations and (2) through their own purchasing and product usage experiences

consumer socialization

Roles of individual family members in the purchase process are another element of family ___________. Five roles exist: (1) information gatherer, (2) influencer, (3) decision maker, (4) purchaser, and (5) user → family members assume different roles for different products

decision making

A third source of family influence on consumer behavior involves the _______ process that occurs within the family

decision-making *Two decision making styles exist: spouse-dominant and joint decision making With a joint-decision making style, most decisions are made by both husband and wife Spouse-dominant decisions are those for which either the husband or the wife is mostly responsible*

In _____ problem solving, each of the five stages of the consumer purchase decision process is used and considerable time and effort are devoted to the search for external information and the identification and evaluation of alternatives - Several brands are in the consideration set, and these are evaluated on many attributes - ______ problem solving exists in high involvement purchase situation for items such as automobiles and audio systems

extended

The concept _____________ describes the distinct phases that a family progresses through from formation to retirement, each phase bringing with it identifiable purchasing behaviors

family life cycle

- With ______ products, market leaders ply consumers with product information through advertising and personal selling and the use of social media to create online experiences for their company of brand - Market challengers capitalize on this on this behavior through comparative advertising that focuses on existing product attributes and often introduce novel evaluative criteria for judging competing brands. Challengers also benefit from Internet search engines

high-involvement

The majority of consumers are driven by one of three motivations, what are they?

ideals, achievement, and self-expression

Sometimes consumers don't engage in the five-stage purchase decision process. Instead they skip or minimize one or more stages depending on the level of _______, the personal, social, and economic significance of the purchase to the consumer

involvement

In ______ problem solving, consumers typically seek some information or rely on a friend to help them evaluate alternatives - Several brands might be evaluated using a moderate number of attributes - ______ problem solving is appropriate for purchase situations that do not merit a great deal of time or effort, such as choosing a toaster or restaurant for lunch

limited

- If a company markets a __________ products and its brand is a market leader, attention is placed on (1) maintaining product quality, (2) avoiding stockout situations so that buyers don't substitute a competing brand, and (3) using repetitive advertising messages that reinforce a consumer's knowledge or assure buyers they made the right choice - Market Challengers → must break buying habits by using free samples, coupons, and rebates to encourage trial of their brand

low-involvement

Individuals who exert direct or indirect social influence over others are called ____ → opinion leaders are considered to be knowledgeable about or users or particular products and services (cars, entertainment, clothing) so their opinion influence others' choices

opinion leaders

- Lifestyle is a mode of living that is identified by how people spend their time and resources, what they consider important in their environments, and what they think of themselves and the world around them - The analysis of consumer lifestyles, called ________, provides insights into consumer needs and wants

psychographics

The stages a buyer passes through in making choices about which products and services to buy is the _______

purchase decision process

Personality characteristics often reveal a person's _________, which is the way people see themselves and the way they believe others see them - The actual _______ refers to how people actually see themselves - The ideal _______ describes how people would like to see themselves

self-concept

Subgroups within the larger, or national, culture with unique values, ideas, and attitudes are referred to as _______

subculture *Various subcultures exist within the American culture → three largest subcultures in the US are hispanics, African Americans, and Asian Americans*

Personal _______ affect attitudes by influencing the importance assigned to specific product attributes

values

The influencing of people during conversations is called ___________ → the most powerful and authentic information source from consumers because it typically involves friends viewed as trustworthy

word of mouth

What are the five stages of the purchase decision process?

(1) problem recognition, (2) information search, (3) alternative evaluation, (4) purchase decision, and (5) postpurchase behavior

What are the five situational influences have an impact on the purchase decision process?

(1) the purchase task, (2) social surroundings, (3) physical surroundings, (4) temporal effects, and (5) antecedent states

Three reference groups 1.) ________ group is one to which a person actually belongs, including fraternities and sororities and alumni associations 2.) ______ group is one that a person wishes to be a member of or wishes to be identified with, such as a professional society or sports team → firms frequently rely on spokespeople or settings associated with their target market's aspiration group in their advertising 3.) _______ group is one that a person wishes to maintain a distance form because of differences in values or behaviors Firms often avoid these groups in their marketing → for example, retailer Abercrombie & Fitch once offered to pay cast members of a controversial TV reality show to not wear its clothing

1.) Associative 2.) Aspiration 3.) Dissociative

1.) _______ needs are basic to survival and must be satisfied first 2.) ______ needs involve self-preservation as well as physical and financial well-being 3.) ______ needs are concerned with love and friendship 4.) _______ needs include the need for achievement, status, prestige, and self-respect 5.) _______ needs involve personal fulfillment

1.) Physiological 2.) Safety 3.) Social 4.) Personal 5.) Self-actualization

Perception 1.) ______ perception → a filtering of exposure, comprehension, and retention 2.) Selective _______ → occurs when people pay attention to messages that are consistent with their attitudes and beliefs and ignore messages that are inconsistent with them → often occurs in the postpurchase stage 3.) Selective ________ → involves interpreting information so that it is consistent with your attitudes and beliefs 4.) Selective _______ → means that consumers do not remember all the information they see, read, or hear, even minutes after exposure to it. This affects the internal and external information search stage of the purchase decision process 5.) _______ Perception → means that you see or hear messages without being aware of them. The presence and effect of subliminal perception on behavior is a hotly debated issues with popular appeal than scientific support

1.) Selective 2.) exposure 3.) comprehension 4.) retention 5.) Subliminal

Marketers use two concepts from behavioral learning theory 1.) __________ occurs when a response elicited by one stimulus (cue) is generalized to another stimulus 2.) _______ refers to a person's abiliy to perceive differences in stimuli

1.) Stimulus generalization 2.) Stimulus discrimination

Four variables are central to how consumers learn from repeated experience: drive, cue, response, and reinforcement 1.) A ______ is a need that moves an individual to action 2.) A ______ is a stimulus or symbol perceived by consumers 3.) A ______ is the action taken by a consumer to satisfy he drive 4.) _______ is the reward

1.) drive 2.) cue 3.) response 4.) Reinforcement

1.) A consumer begins to search for information → this action is called _____ search 2.) Consumer may undertake ______ search for information → this is needed when past experience or knowledge is insufficient, the perceived risk of making a wrong purchase decision is high, and the cost of gathering information is low

1.) internal 2.) external

Primary sources of external information are (1) ______, such as relatives and friends, as well as social networking websites that the consumer trusts; (2) ____, including various product-rating organizations, government agencies and TV consumer programs; and (3) ________, such as information from sellers including advertising, company websites, salespeople, and point-of-purchase displays in stores

1.) personal sources 2.) personal sources 3.) marketer-dominated sources

The five situational influences that have an impact on the purchase decision process: 1.) The _____ is the reason for engaging in the decision 2.) ________, including other people present when a purchase decision is made, may also affect what is purchased 3.) ________ such as decor, music, and crowding in retail stores may alter how decisions are made 4.) ___________ such as time of day or the amount of time available will influence where consumers have breakfast and lunch and what is ordered 5.) ________, which include the consumer's mood or the amount of cash on hand, can influence purchase behavior and choice

1.) purchase task 2.) Social surroundings 3.) Physical surroundings 4.) Temporal effects 5.) Antecedent states

______ are a consumer's subjective perception of how a product or brand performs on different attributes. Based on personal experience, advertising, and discussions with other people

Beliefs *Beliefs about product attributes are important because, along with personal values, they create the favorable or unfavorable attitude the consumer has toward certain products, services, and brands*

____________ is a specialized group of consumers with a structured set of relationships involving a particular brand, fellow customers of that brand, and the product in use

Brand community

_______ → a favorable attitude toward and consistent purchase of a single brand over time → brand loyalty results from the positive reinforcement of previous actions

Brand loyalty

____________-, involves making connections between two or more ideas or simply observing the outcomes other others' behaviors and adjusting your own accordingly

Cognitive learning

________ refers to the set of values, ideas, and attitudes that are learned and shared among the members of a group

Culture

__________ are a marketer's product, service, or brand points of contact with a consumer from start-to-finish in the purchase decision process - _________ are not always controlled by a company → independent rating and review services and conversations with other consumers, including social media,

Consumer touchpoints *Marketers view the purchase decision process and consumer experience through the lens of consumer touchpoints and consumer journey maps*

_______, which represent both the objective attributes of a brand (such as a display) and the subjective ones (such as prestige) you use to compare different products and brands

Evaluative criteria

___________ - the practice of focusing on the identification and recruitment of influencers to advocate products, services, and brands rather than focusing exclusively on prospective buyers

Influencer marketing

What stage of the purchase decision process? -Seeking Value - A consumer begins to search for information → this action is called internal search - Consumer may undertake external search for information

Information Search

_____ - enduring characteristics within a person or in his or her relationships with others. Such traits include assertiveness, extroversion, compliance, dominance, and aggression

Key trait

________ → refers to those behaviors that result from (1) repeated experience and (2) reasoning

Learning *Behavior learning → the process of developing automatic responses to a situation built up through repeated exposure to it.*

________ purchases, such as toothpaste and soap, barely involve most of us

Low-involvement

"____________" → each form of change a consumer's impression about a particular product, service, or brand

Moments of Truth

What stage of the purchase decision process? - Buying Value - Two choices remain (1) from whom to buy and (2) when to buy

Purchase Decision

What stage of the purchase decision process? - Perceiving a Need - the initial step in the purchase decision process, is perceiving a difference between a person's ideal and actual situations big enough to trigger a decision

Problem Recognition - In marketing, advertisements or salespeople can activate a consumer's decision process