BCOR 350 Chapter 5

What is an opinion leader?

A person within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts social influence on others

What are attitudes?

A person's consistently favorable or unfavorable evaluations, feelings, and tendencies toward an object or idea

__________ 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

__________ are part of the buyer's responses.

Buying attitudes and preferences

What happens in the evaluation stage of the adoption process?

The consumer considers whether trying the new product makes sense.

The __________ stage is when the buyer makes a decision about which brand to purchase.

purchase decision

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

In the trial stage of the adoption process, the consumer __________.

tries the new product on a small scale to improve his or her estimate of its value

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

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

Which term refers to two or more people who interact to accomplish individual or mutual goals?

Group

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

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

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

__________ refers to changes in an individual's behavior arising from experience.

Learning

Which of the following describes a belief?

A descriptive thought that a person holds about something

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.

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

Which subcultural market segment is the most affluent demographic​ segment?

Asians Americans

Which of the following is a descriptive thought that a person holds about something?

Belief

Which of the following describes complex buying behavior?

Consumer buying behavior in situations characterized by high consumer involvement in a purchase and significant perceived differences among brands

__________ is the process by which people select, organize, and interpret information to form a meaningful picture of the world.

Perception

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

Consumer purchases are strongly influenced by many factors the marketer cannot control.​ __________ is a factor that the marketer can control.

Promotion

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?

United States

For the purchase of products like table​ salt, which often occur under conditions of​ low-consumer involvement and little significant brand​ difference, consumers typically engage in​ ________ buying behaviors.

habitual

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

​Gatorade's famous​ "Like Mike" campaign featuring Michael Jordan appealed to young athletes who idolized the NBA star. This promotional campaign is an example of how marketers effectively utilize​ ________ in promoting their products and services.

aspirational groups

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

The U.S.​ ________ currently accounts for more than​ $16 trillion worth of spending on goods and services each year.

consumer market

Alternative evaluation is the stage of the buyer decision process in which the __________.

consumer uses information to evaluate alternative brands in the choice set

In the __________ stage of the adoption process, the consumer seeks information about the new product.

interest

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

An​ individual's ________, that​ is, the shared beliefs and values that distinguish one group from​ another, is/are the most basic cause of a​ person's wants and behavior.

culture

The first stage of the buyer decision​ process, ________, can be triggered by either internal or external stimuli.

need recognition

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

Buying attitudes and preferences are __________.

part of the buyer's responses

Need recognition is the stage of the buyer decision process in which the consumer __________.

recognizes a problem

A __________ is a relatively permanent and ordered division in a society whose members share similar values, interests, and behaviors.

social class

The​ ________ model of buyer behavior suggests that marketing and other stimuli enter the​ consumer's "black​ box" and produce certain attitudinal and behavioral responses.

stimulus-response

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?

The​ buyer's decision process itself and how it affects his or her behavior

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 is best defined as __________.

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 institution

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

The buying decision process follows several steps. How is the final step in the process​ identified?

​Post-purchase behavior

The most basic cause of a​ person's wants and behavior is his​ ________, which is learned from childhood.

culture

__________ 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​ (PRIZM)

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

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.

A subculture is __________.

a group of people with shared value systems based on common life experiences and situations

A social class is __________.

a set of relatively permanent and ordered division in a society whose members share similar values, interests, and behaviors

Research has shown five characteristics to be especially important in influencing an​ innovation's rate of adoption. One of these​ characteristics, ________, refers to the degree to which the innovation might be tried on a limited basis.

divisibility

Of the five adopter​ groups, ________ are most widely regarded to be opinion leaders.

early adopters

In the adoption process, __________ is when the consumer becomes aware of the new product, but lacks information about it.

awareness

In the adoption process, awareness is when the consumer __________.

becomes aware of the new product, but lacks information about it