Marketing CH4 Quiz
Betty has just realized that she forgot to buy butter as she tries to make Chocolate Chip Cookies. In terms of Problem Recognition, Betty has just defined her _______________________.
Actual State
Which stage of the Consumer Decision Process would this ad be used to influence consumers? (paper towels)
Alternative Evaluation
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 is likely to slow the adoption of a new technology?
Conceptual complexity
Which of the following are tradition-bound, suspicious of changes, and adopt the innovation only when it has become something of a tradition itself?
Lagging adopters
Marketers of brands understand that they must figure out how to reach ___________________ that can exert social influence on others.
opinion leaders
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
The individual (consumer) marketplace was discussed in lecture as being important to our (U.S.) economy because it:
represents approximately two-thirds of the GDP
You are managing a product that has issues with triggering Need/Problem Recognition. From the ad techniques seen in class which should you avoid to target this stage of the Consumer Decision Process?
Comparative advertising
Which of the following refers to the degree to which an innovation fits the values and experiences of potential consumers?
Compatibility
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
Which of the following is a personal characteristic influencing a consumer's buying behavior?
Occupation
Which of the following is NOT a social factor influencing consumer buying behavior?
Cognitive dissonance
Consumers obtain information from numerous sources. Which of the following involves dealer and manufacturer websites, packaging, and displays?
Commercial sources
Lee and Betsey Smith are meeting friends to go to dinner. The Smith's suggest going to one of their favorite restaurants, Bethany Blues, Crabby Dick's or the Crooked Hammock. Their friends suggest going to a restaurant that the Smith's have been too already but don't go very often, Panera. The three restaurants that the Smith's suggest are called their?
Evoked Set
The three basic roles of individual consumers that were presented in class are purchaser, user and __________________.
Influencer
Luke is headed to buy an engagement ring for his future bride. He plans to purchase a ring that is between $6-7,000 and is at least a one carrot diamond, yellow gold. He walks out of the jewelry store having spent $6,500 and the ring is a 3/4 carrot diamond, white gold. For Luke the determinant attribute(s) were:
Money Spent
What is the first step of the buyer decision process?
Need recognition
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
According to lecture, a product/brand that is purchased 2-3 times in a 12 month to 5 year period where the consumer conducts product Information Search in both external and internal ways is probably considered which type of product?
Shopping
______________________ determines if a buyer is satisfied or dissatisfied with a purchase.
The relationship between the consumer's expectations and the product's perceived performance
Nate is searching for a product that requires external product Information Search (solely). The product also requires high involvement. Which of the following Problem Solving Methods is Nate mostly likely engaged in?
Extended
Trisha is an avid collector of stamps. Trisha's collection is worth a lot of money and represents a good deal of time spent searching through stamp fairs and online outlets. One stamp that has elluded her dates back to the Civil War. After many years of online searching, Trisha has found the rare stamp and has been in contact with the seller but he would like a very high price for the stamp. For Trisha, the Information Search Stage of the Consumer Decision Process can be characterized as predominately ___________________ and the risk for Trisha's purchase of the rare stamp is ____________________.
External, Financial
Wilden is knee-deep in the Fall semester of studies and socializing. He cannot stay awake during this late night of studying so he heads down to the vending for a pick-me-up. He would love a Five Hour Energy shot but is disappointed to see it's not available in the machine. He chooses another drink with caffine to try to stay awake. For the brand Five Hour Energy, the sale was lost because their Intensity of Distribution is NOT __________________.
Intensive
According to lecture, Level of Involvement from the Marketing Matrix is defined as:
Time Spent, Complexity of Decision Making and Risk Involved
_________ refers to the practice of integrating ethnic themes and cross-cultural practices within a company's mainstream marketing.
Total market strategy