chapter 5 - marketing management
What is the first step of the buyer decision process?
Need recognition
Which of the following is a personal characteristic influencing a consumer's buying behavior?
Occupation
Need Recognition
On her way into work this morning, Jackie dropped her mobile phone and now it will not turn on.
Which of the following is the PowerShirt's differential advantage?
Power
Characteristics that are relatively unknown to marketers and unique to buyers are considered which of the following?
The buyer's black box
Consumers can obtain information from any of several sources. Which source is the most effective in that they legitimize the product?
Personal sources
Keep your target market's desires and PowerShirt's differential advantage in mind as you consider your messaging strategy for your integrated marketing communication plan.
PowerOn! PowerShirt keeps you charged all day long.
You now need to decide on a marketing strategy that will put out information when and where consumers will search for it.
PowerfullyFit.com website (One of the best choices) Social media websites (One of the best choices)
Information Search
Once Jackie gets into the office, she asks her coworkers what they like and dislike about their mobile phones.
Evaluation of Alternatives
Using information from her coworkers and manufacturer websites, Jackie creates a spreadsheet that ranks each phone on price, reliability, and camera quality.
In recent decades, there has been a shift in healthy eating, which affects the buyer decision process. This shift is most likely related to which of the following buyer influences?
Cultural
"Our work does not stop when the consumer purchases the PowerShirt. To reach our goals, we need to make sure we are developing loyal customers who will make purchases in the future. Reducing cognitive dissonance is one strategy for building customer loyalty. Our analysts have recommended three different strategies. Which one do you recommend we implement first?"
Quality product/instructions: Manufacture with superior components, provide sales training to retail associates, and provide detailed use instructions for consumers.
High Involvement
- Automobile - Running shoes
Low Involvement
- Paper towels - Oatmeal
Which of the following types of marketing involves creating opinion leaders to serve as brand ambassadors to spread the word about a company's products?
Buzz marketing
What are the four general characteristics that influence consumer purchases?
Cultural characteristics, social characteristics, personal characteristics, and psychological characteristics
What is the nature of demand in business markets?
Demand in business markets is derived demand.
When a consumer becomes aware of a new smartphone model and seeks out information about the product, the consumer is in which stage of the adoption process?
Interest
Post-purchase Behavior
Jackie is thrilled with her new phone, especially the camera quality, and tells everyone at work that they should upgrade, too.
This adopter group is skeptical and only adopts new products after a majority of people has tried it.
Late mainstream.
Which of the following statements regarding the business market is correct?
Many sets of business purchases are made for one set of consumer purchases.
_________ is NOT a characteristic important in influencing an innovation's rate of adoption.
Motivation
Which of the following lists the five steps of the buyer decision process in the correct order?
Need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior
In which step of the buying decision process is the final order with the chosen supplier developed?
Order-routine specification
Which of the following needs in Maslow's hierarchy is generally satisfied first?
Physiological needs
What are the eight steps in the business buying decision process, in the correct sequence?
Problem recognition, general need description, product specification, supplier search, proposal solicitation, supplier selection, order-routine specification, and performance review
A buyer's beliefs and attitudes toward a particular product will influence the buyer's purchases. This motivation is most related to which of the following buyer influences?
Psychological
_________ refers to the degree to which innovation appears superior to existing products.
Relative advantage
What are the five characteristics that are especially important in influencing an innovation's rate of adoption?
Relative advantage, complexity, compatibility, divisibility, and communicability
Which of the following is a social factor that influences consumer buying behavior?
Roles and status
________________ is one problem with business-to-business e-procurement.
Suppliers being pitted against one another
Using what you have learned in your focus group, you begin your analysis of the buyer decision process. In the first stage of the process, you need to show consumers that their existing state does not equal their desired state. Which advertising strategy would be optimal for the need (problem) recognition stage?
Television ad on a fitness training television channel showing a consumer charging their phone using PowerShirt.
__________________ determines whether the buyer is satisfied or dissatisfied with a purchase.
The relationship between the consumer's expectations and the product's perceived performance
______________________ determines if a buyer is satisfied or dissatisfied with a purchase.
The relationship between the consumer's expectations and the product's perceived performance
According to the model of buyer behavior, what is in a buyer's "black box"?
The buyer's characteristics and decision process
When marketers want to promote their products and services through word-of-mouth marketing programs, they typically begin by ________.
generating person-to-person brand conversations
Age, personality, buying style, and job position are ________ factors that can influence the business buying decision process.
individual
Items such as technical specifications, quantity, delivery time, return policies and warranties are included in the ____________.
order routine specification
All of the following are major factors that affect the consumer buyer decision behavior, except _____________.
purchase behavior
The buyer decision process starts with __________.
recognizing a need
A purse company's ads feature the members of a popular housewives reality show. Product sales increase significantly among fans. From fans' viewpoint, the housewives reality show is a ______________.
reference group
In a _________, the business-to-business buyer reorders something without modifications.
straight rebuy
All the people involved in the buying decision in an organization are collectively known as _______.
the buying center
In which type of buying situation will a buyer usually go through all the stages of the business buying process?
A new task buying situation
Which type of business buying situation offers marketers the greatest opportunity but also the greatest challenge?
A new task situation
Purchase Decision
After work, Jackie visits her cellular provider to purchase her new phone and update her mobile contract.
______________ is the first stage in the new product adoption process.
Awareness
What are the five stages of the consumer adoption process, in the correct sequence?
Awareness, interest, evaluation, trial, and adoption
Which of the five characteristics identified has an inverse relationship with an innovation's rate of adoption, meaning as this characteristic increases, the rate of adoption is slower?
Complexity
Which of the following correctly defines the consumer market?
Individuals and households that buy goods and services for personal consumption
Given the three potential target markets' different profiles, which target market do you recommend to be PowerShirt's primary target market?
Fitness Fanatics
As consumers approach the decision point, you must address those factors that affect purchase intent and ultimately purchase. Given what you know about the target market, which of the following three factors is most likely to increase purchase intent?
Word of mouth: Provide free sample PowerShirts to key opinion leaders in large running clubs and gyms to generate positive word of mouth.
_________ refers to the practice of integrating ethnic themes and cross-cultural practices within a company's mainstream marketing.
Total market strategy