MKTG345-002-202040 Chapter 4 Homework

Antecedent State

Amusement park has ATMs inside the park.

personal source

As Dora is packing for her honeymoon to Hawaii, she realizes that all of her sunscreens have expired. Since the sun in Hawaii is so strong, she knows she wants the best sun protection possible. She calls her friend Dan, who is a dermatologist, for a recommendation. Dora is seeking information from a(n) __________________ in the information search stage.

Antecedent State

Belk's offers a credit card to its customers.

temporal effects

Bill and his buddies are on their way to Myrtle Beach for a guys' golf weekend. While in the airport, he realizes that none of them has packed any sunscreen. Fifteen minutes before his flight is scheduled to depart, he runs in the airport convenience store to grab a bottle of sunscreen. Which situational influence likely had the most significant impact on his purchase decision?

Temporal Effects

Boston Market runs commercials around the dinner hour.

sociocultural

Chad competes in multiple IRONMAN triathlons every year and trains outdoors daily. Chad's been getting sunburned on his long bike rides lately, so he decides to ask his IRONMAN training group about their sunscreens before he purchases his next bottle of sunscreen. The feedback Chad receives from his IRONMAN group is an example of a ________________ influence.

family

Consumer socialization, passage through the family life cycle, and decision making within the household are three sources of __________ influences on consumer behavior.

problem recognition

Edgar received a text message from Groupon this morning, letting him know about an opportunity to take a series of five horseback riding lessons at a nearby stable for $199, a value of $400. Edgar has always wanted to try horseback riding, so he bought the Groupon. The Groupon first affected Edgar in the ______________ stage, as the Groupon highlighted the difference between his ideal and actual states.

a positive attitude

Gia purchased a Groupon for an afternoon of ice skating, pizza, and sodas for four people for $25 (a $60 value). She felt that the purchase was a great deal and the redemption process was easy and convenient. Gia is likely to have ____________________ toward Groupon due to her positive experience.

alternative evaluation

Given that Gabby is looking for a budget-priced flight home for holidays, she will need to determine which flight features are most important to her. She will do this during the ____________________ phase.

word of mouth

Groupon utilizes social influences in its marketing by allowing its customers to share links to Groupons on its website. This use of __________________ marketing allows customers to influence their friends through an online "conversation."

perceived risk

Groupon's "great coupons," which are offered to groups of consumers for products and experiences that the consumers may otherwise not try due to high prices, are an example of _____________ reduction, because the financial commitment by the customers is reduced by the Groupon.

brand community

If Justin were to belong to a social group that closely associates with Jet Green, the airline industry, and other customers who love flying Jet Green, he would join a _____________________.

word of mouth

In her search for the right flight to visit her parents, Gabby learns about the Jet Green fare sale from a favorite blogger. This source of information falls under which category?

postpurchase behavior

Kelly wore Coppertone's Clearly Shear Faces sunscreen last weekend while hiking on the Appalachian Trail. She was very pleased that, even after a full day in the sun, her face was not burned and it did not feel greasy at all. Kelly is currently in the __________________ stage of the consumer purchase decision process.

Perception - While watching Sunday night football, Dan sees 50 commercials for various products. The only commercial he remembers the next day is for the Acura because he is in the market for a new car. Lifestyle - Rita loves to bowl and spends lots of time and money on her favorite sport and hobby. Values, beliefs, and attitudes - Dale grew up without much money. He learning the value of a dollar at an early age, and even with a six-figure salary today, he still does not waste money and is a careful shopper. Learning - After years of driving experience, Hank does not have to think before he slows down the car at a red light. Motivation and personality - Allan just bought a new home and helps protect its contents and his family by installing a state-of-the-art home security system.

Match each statement to the correct psychological influence.

Makers: self-expression motivated, lower resources, lower innovation - Bette can't understand why anyone would spend money on a luxury car. She defines herself by the work she does and favors practical purchases. Achievers: achievement motivated, high resources, high innovation - Fred is an up-and-coming investment banker who works hard supporting his image. Fred loves prestige brands like Mercedes and buys them whenever possible. Experiencers: self-expression motivated, high resources, high innovation - Ace is 25-years-old and loves extreme sports and adventure vacations. Fortunately, he has a good income to support his spending on exercise and socialization. Thinkers: ideals motivated, high resources, high innovation - With a graduate degree and 30 years on the bench, Judge Smith lives very comfortably but does not see the need to have the "latest and the greatest" gadgets. Innovators: highest resources, highest innovation - With a salary in excess of $500,000 a year, the CFO of an Internet start-up lives the good life. Fine wines and luxury vacations are just a few of his annual purchases. Believers: ideals motivated, lower resources, lower innovation - Mary attends church every Sunday without fail and drives an American car. She is very brand loyal and is a conservative shopper. Survivors: lowest resources, lowest innovation - Suzy has led a difficult life in which feeding her children is a daily struggle. While she does have favorite brands, she can rarely afford them and often must go without. Strivers: achievement motivated, lower resources, lower innovation - Mike thinks money defines success; he just wishes he had more of both. His lower education holds him back so that he can't always afford the stylish products he loves.

Match the examples to their correct VALS segment.

Temporal Effects

McDonald's opens up its drive-thru lane at 5 a.m.

Physical Surroundings

Nordstrom stores have live piano music.

aspiration

One of Coppertone's marketing tactics is the sponsorship of the men's and women's Olympic soccer teams. To many of the over 3 million boys and girls playing youth soccer in the United States, the U.S. Olympic soccer teams are a(n) ____________ group.

Antecedent State

Person at the door greets you with a kind ''Welcome to Walmart,'' putting you in a good mood.

Problem recognition: Perceiving a need - While you're sitting in your 11 a.m. class, your stomach growls loudly. Alternative evaluation: Assessing value - You realize you do not have any cash for an off-campus lunch; however, you're not really in the mood for meatloaf, which if the café's lunch special. Purchase decision: Buying value - You decide that you would much rather have a You Pick Two combination at Panera and stop at the ATM on the way to lunch. Information search: Seeking value - After class, you ask your friends what they are planning on doing for lunch and check the café's menu on your phone. Postpurchase behavior: Realizing value - After a fun lunch with your friends at Panera, your stomach is full and you're caught up on your friends' news.

Read the description of the activity and then match it to the appropriate stage of the purchase decision process.

Extended problem solving - Kara's a millennial who loves her smartphone. It's time for an upgrade so she is investigating lots of brands and evaluating a bunch of features. She has spent weeks researching to be ready for her purchase. Routine problem solving - Kirk spent all day snowboarding and now it's 4 p.m. and he is starving. He has to work at 5, so there's no time for dinner. He runs into the convenience store and buys a Snickers since he knows that will hold him over. Routine problem solving - Erin's kids love sugary cereal as a snack so once a week during her grocery run, she picks up a box of Cap'n Crunch cereal. Sometimes, she feels like she goes down the cereal aisle on autopilot. Extended problem solving - It's Caleb's first independent car purchase so he is reading nonstop to learn all he can before he buys. He has his short list down to three cars, but this weekend, he is going to visit dealerships for test drives before he buys. Limited problem solving - Greg's microwave just stopped working. He loves to eat popcorn while he studies so he needs to replace the oven now. The features he cares about are price and size since it has to fit on his bookcase and be cheap. Limited problem solving - Ashley is an occasional runner who signed up for a 5K. She needs new shoes so she asks her avid runner friend for help. Ashley considers Nike and New Balance and price and comfort are really all that matter to her.

Select the most appropriate category of problem solving for the behaviors below.

Physical Surroundings

Store has a bakery that produces great smells.

Social Surroundings

Store offers discounts to groups of friends shopping together.

Temporal Effects

Taco Bell runs commercials late at night targeting a younger audience.

Social Surroundings

To encourage its customers to hang out and socialize, the store has a coffee bar with plush seating and flat screen televisions - a perfect place to have a latte and good conversation.

psychological

Two factors that will influence Gabby's decision are the fact that she is not a morning person and that she is interested in having free Wi-Fi during the flight. These factors would be considered ________________ influences in the consumer purchase decision process.

Physical Surroundings

Walmart superstores have extra-wide aisles in the grocery aisles to make maneuvering the oversized carts just a little easier.

customer value

While price is often the activation point that gives people the reason to subscribe and come back to Groupon, consumers are really more concerned about dealing with a quality merchant and having a unique experience with their friends. In other words, consumers focus on the unique combination of benefits from the experience, which is known as ___________________.

Social Surroundings

You decide to bring your fashionista friend to the mall with you for a quick trip and end up spending twice what you had planned.

Purchase Task

You forgot your cologne at home and decide to run into the Walgreen's to get some cheap cologne for yourself before you head to work.

Purchase Task

You need to purchase a wedding gift for your best friend that you have known since elementary school.

Purchase Task

Your second wedding anniversary is coming up and your spouse really wants an expensive bottle of cologne, something he would never by for him(her)self.