Chapter 5 Marketing
Role and Status
a persons position in a group
Which of the following is NOT one of the stages that customers go through in the process of learning about and making decisions about a new product or service?
acceptance
a customers lifestyle can be measured by using the AI0 dimensions. what does AI0 stand for?
activites, interests, opinions
Which of the following is the final stage in the new product adoption process?
adoption
Consumers learn about new products for the first time and make the decision to buy them during the ----
adoption process
people change the goods and services they buy over time because of the two changing factors of ------
age and life- cycle stage
A person's buying choices are influenced by four major psychological factors. Which is NOT one of these factors?
alternative evaluation
The consumer can obtain information from any of several sources. Which of the following is NOT one of these types of sources?
attitude
Applying ________, marketers can affect demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement.
learning theory
There is a trend in the United States toward rediscovering the flavor of regional cooking and the use of locally grown ingredients. People are choosing to spend hours in the kitchen using only the freshest ingredients to recreate local culinary traditions. This change in ________ is one of the reasons the number of farmers markets in the United States has increased by 70 percent in the last eight years
lifestyle
________ is a person's pattern of living as expressed in her psychographics, including her activities, interests, and opinions.
lifestyle
Consumer markets
made up of all the individuals and households that buy or acquire goods and services for personal consumption
If a consumer's experience is rewarding, that consumer will probably use the product more and more. The consumer's response to the product will be ________.
reinforced
The buyer decision process consists of five stages. Which of the following is NOT one of these stages?
variety- seeking buying behavior
When customers have a low involvement in a purchase but perceive significant brand differences, they will most likely engage in ________.
variety- seeking buying behavior
Blake is in the process of buying a new car. He is highly involved in the purchase and perceives significant differences among his three favorite models. Blake's next step is most likely to be ________.
alternative evalutation
Marketers describe the way a consumer processes information to arrive at brand choices as ________.
alternative evalutation
When consumers are highly involved with the purchase of an expensive product and they perceive significant differences among brands, they most likely will undertake ________.
complex buying behavior
________ are subtle stimuli that determine where, when, and how a person responds to an idea.
cues
What 4 factors influence consumer buyer behavior?
cultural social personal psycholocial
----- is the most basic cause of a persons wants and behaviors
culture
learning occurs through the interplay of all the following EXCEPT
dissonance behavior
When consumers are highly involved with the purchase of an expensive, infrequent, or risky purchase but see little difference among brands, they most likely will undertake ________.
dissonance- reducing buying behavior
all of the following make up a persons lifestyle EXCEPT
dissonance- reducing buying behavior
the ---- is the most important consumer buying organization in society; the roles and influences of different members have been researched extensively
family
aspirational groups
groups an individual wishes to belong to
subcultures
groups of people within a culture with shared value systems based on common life experiences and situations
reference groups
groups that form a comparison or reference in forming attitudes or behavior
Membership group
groups with direct influence and and to which a person belongs
this group of consumers tends to buy more branded products and to make shopping a family event, with children having a big say in the purchase decision. in general, they are very brand loyal, and they favor companies who show special interest in them
hispanic americans
maslows theory is that --- can be arranged in a hierarchy
human needs
the consumer market is made up of which of the following
individuals who acquire goods or services for personal consumption & households that purchase goods or services for personal consumption
If the consumer's drive is strong and a satisfying product is near at hand, the consumer is likely to buy it then. If not, the consumer may store the need in memory or undertake a(n) ________.
information search
A marketing research company asked members of a focus group to describe several brands as animals. This is an example of ________.
interpretive consumer research
The term ________ refers to qualitative research designed to probe consumers' hidden, subconscious motivations.
motivation research
a ---- is a need that is sufficiently pressing to direct a person to seek satisfaction
motive
the buying process starts with ---- in which the buyer recognizes a problem
need recognition
what is one way that social class is NOT measured?
number of children in the family
Rashmi Singh always knows about the trendiest fashions. She actively shares her knowledge with a wide group of friends and colleagues about where to shop for cutting-edge fashion at great deals, and her advice is often followed. Rashmi is an example of a(n) ________.
opinion leader
---- are people within a reference group who, because of special skills, knowledge, personality, or other charactoristics, exert influence on others.
opinion leaders
Which of the following is NOT considered an important American subculture by marketers?
opinion leaders
________ is the process by which people select, organize, and interpret information to form a meaningful picture of the world.
perception
The relationship between the consumer's expectations and the product's ________ determines whether the buyer is satisfied or dissatisfied with a purchase.
percieved performance
The information sources that are the most effective at influencing a consumer's purchase decision are ________. These sources legitimize or evaluate products for the buyer.
personal
a buyers decisions are influenced by---- such as the buyers age and life-cycle stage, occupation, economic situation, lifestyle, and personality and self-concept
personal charactoristics
) ________ refers to the unique psychological characteristics that distinguish a person or group. It is usually described in traits such as self-confidence, dominance, sociability, autonomy, defensiveness, adaptability, and aggressiveness.
personality
marketing stimuli consist of the four p's. which is NOT one of these?
politics
After the purchase of a product, consumers will be either satisfied or dissatisfied and engage in ________.
post purchase behavior
Relative advantage, compatibility, complexity, divisibility, and communicability are all examples of----
product charactoristics that influence rate of adoption
A shoe company uses ads featuring the members of a country music band with the hope that the band's fans will see them wearing the company's shoes and want to wear the same shoes. The shoe company is hoping that fans of the band view the band as a ________.
reference group
a ---- consists of the activites people are expected to perform according to the persons around them.
role
People cannot focus on all of the stimuli that surround them each day. A person's tendency to screen out most of the information to which he is exposed is called ________.
selective attention
People tend to interpret new information in a way that will support what they already believe. This is called ________.
selective distortion
People forget much that they learn. They tend to retain information that supports their attitudes and beliefs. This is called ________.
selective retention
what is the LEAST pressing in maslows hierarchy of needs
self-actualization needs
What are 5 personality traits?
sincerity, excitement, competence, sophistication, ruggedness
family is one of the ----- factors that influence consumer behavior
social
---- are society's relatively permanent and ordered divisions whose members share similar values, interests and behaviors
social classes
which of the following statements is true regarding social class in the united states
social classes tend to show distinct product preferences in clothing and automobiles
facebook and second life are both examples of
social networks
Social Classes
society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors - measured as a combo of occupation, income, education, wealth an other variables
economic, technological, and cultural forces are all ------ in the stimulus-response model of buyer behavior
stimuli
which of the following is NOT part of maslows hierarchy of needs
stimulus needs
of the following, the best starting point for understanding how consumers respond to various marketing efforts is the ----- model of a buyers behavior
stimulus- response
Generation Xers, who were born between 1965 and 1976, share the childhood experiences of higher parental divorce rates, recession, and corporate downsizing. They tend to care about the environment and value experience over acquisition. Generation Xers make up a ________.
subculture
each culture contains smaller -----, or groups of people with shared value systems based on common life expierences
subcultures
Some consumers worry that they will be affected by marketing messages without even knowing it. They are concerned about ________ advertising.
subliminal
Consumer information provider PersonicX uses a life-stage segmentation system that places U.S. households into one of 21 different life-stage groups. Which of the following PersonicX groups consists of young, energetic, well-funded couples and young families who are busy with their careers, social lives, and active recreation?
taking hold
Consumer buyer behavior
the buying behavior of final consumers- individuals and households that buy goods and services for personal consumption
opinion leaders are also referred to as
the influentials
cross cultural marketing
the practice of including ethnic themes and cross- cultural perspectives within mainstream marketing.
perception
the process by which people select, organize, and interpret information to form a meaningful picture of the world
Culture
the set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions
Brand personality
the specific mix of human traits that may be attributed to a particular brand
selective distortion
the tendency for people to interpret information in a way that will support what they already believe
selective attention
the tendency for people to screen out most of the information to which they are exposed
selective retention
the tendency to remember good points made about a brand they favor and forget good points about competing brands
which of the following is NOT true of mature consumers?
they place more importance on brad names and are more brand loyal than members of other age groups.
According to Freud's theories, people are ________ many of the psychological forces shaping their behavior.
un aware of
Personal Factors that affect consumer buying
-age and life-cycle stage -PRIZM lifestage groups system (66 segments, 11 life-stage groups) -occupation affects the goods and services bought by consumers -economic situations include trends in (spending, personal income, savings, interest rate -lifestyle
types of perceptual processes
-selective attention -selective distortion -selective retention
companies that use brand ambassadors are participating in ----
buss marketing
Although more price-conscious than other population segments, ----- consumers tend to be strongly motivated by quality and selection. brands are important. they seem to enjoy shopping more than ethnic groups do.
African Americans
----, the most affluent american demographic segment, now have more then $500 billion in annual spending power
Asian Americans
--- is never simple, yet understanding it is essential task of marketing management.
Buying Behavior
What is the most important consumer buying organization in society?
Family
----, the fastest-growing US population subsegment, now number nearly 50 million.
Hispanic Americans
________ describes changes in an individual's behavior arising from experience.
Learning
Shane Sudendorf is an active member of her sorority, two intramural teams, and a service organization at her college. She also actively participates on two online social networks, posting information about her day along with her thoughts on music, food, fashion, and culture. From this description, which of the following is the best way to describe Shane?
an opinion leader
---- are groups to which an individual wishes to belong, as when a young basketball player hopes to play someday for los angeles lakers
aspirational groups
a ---- is a persons relatively consistent evaluations, feelings, and tendendcies torward an object or idea
attitude
Generally, the consumer's purchase decision will be to buy the most preferred brand, but two factors can come between the purchase intention and the purchase decision. Which of the following is one of these factors?
attitude of others
a ---- is a descriptive thought that a person has about something.
belief
the marketer wants to understand how the stimuli are changed into responses inside the consumer's -----, which has two parts. first, the buyers charactoristics influence how he or she perceives and reacts to the stimuli. second, the buyers decision process itself affects the buyers behavior.
black box
many companies, such as jet blue and sony, enlist everyday consumers who are enthusiastic about their brands to become -----, brand ambassadors who share their passion for a companys products with large circles of friends and acquaintances in return for insider knowledge and other rewards
brand evangelists
Researchers have found that a number of well-known brands tended to be strongly associated with one particular trait, such as Jeep with "ruggedness." Which of the following terms would a marketer use to describe a specific mix of human traits that may be attributed to a particular brand?
brand personality
Many marketers use the self-concept premise that people's possessions contribute to and reflect their identities; that is, "we are what we have." According to this premise, consumers ________.
buy products to support their self images
in the model of buyer behavior, which of the following is NOT a major type of force or event in the buyers enviorment
channel
Almost all major purchases result in ________, or discomfort caused by postpurchase conflict.
cognitive dissonance
When a customer feels uneasy about losing out on the benefits of a brand she chose not to purchase, she is experiencing ________.
cognitive dissonance
