Mkt 340 Ch. 6
the marketing manager for bloomingdale's knows that __ situational influences such as instore displays and special promotions as well as clean, ambient atmospherics can increase the probability of sales while buyer are in the store
shopping
factors that influence consumer behavior and are a part of the external __ environment, include the consumers' family, friends, reference groups, and culture in which they operate
social
identify the situational factors that could alter the consumer decision making at the time of purchase
specific purchase experience temporal factors that might alter the buyers state of mind particular buyers
t/f consumers may often evaluate alternatives while still engaged in the search process
t
t/f situational factors override or at least influence, psychological and social issues
t
According to the elaboration likelihood model, which of the following variables determines whether limited or extended problem solving will operate in a particular purchase decision?
the level of involvement
one of the biggest problems for marketing managers that result from dissatisfied customers is
the possibility of negative word-of-mouth about the product
nick recently bought a new mp3 player. match the type of attribute set (on the left) with the type of alternative evaluation Nick experienced in the process
universal sets- he considers all types of personal music devices retrieval sets- he remembers six top brands such as apple, sony and panasonic evoked set- when deciding where to buy he limited his choices to sams club, best buy, or costco determinant attribute- he buys an apple ipod because it is user-friendly
a manager can improve the firm's ability to retain loyal customers it already has by adopting a __ program that helps manage the relationships between the brand and the buyer
CRM
pete likes to watch the history channel and regards it as his "default" channel when watching TV. if there is nothing else on, he always always finds something of interest to watch, illustrating which of the 3 attitude components about the network
affective
the consumer decision process
all of the steps consumers experience when trying to decide on whether or not to make a purchase
According to the consumer decision process, after consumers recognize the need for a product, they then engage in
an information search
_____ involves the buyer considering his own personal knowledge about a product based on past experience.
an internal search for information
a __ consists of 3 components. it is learned, long lasting, and might develop over a long period of time
attitude
gretta has never tried pert shampoo but she doubts that a shampoo can be as effective as a 2-in-one shampoo and conditioner. her negative predisposition toward the brand is her
attitude
which of the following statements about attitudes is correct
attitudes are enduring and passed from generation within one culture
a schoolteacher buys a video camera for his 5th grade class, unsure how he will use it. he is surprised to find he is using it in class several times a day to capture learning experiences. the attitude component developed after purchase is the __ component
behavioral
the vast majority of products and services are likely to satisfy
both functional and psychological needs.
which of the following attitude components about the history channel influences the way consumers receive and process factual programming about consumer and industrial products
cognitive
What are the three components that make up a person's attitude?
cognitive, affective, behavioral
Nathan was shopping for a new pair of athletic shoes. Although it would have been nice to take the shoes home immediately after purchasing them, he was willing to trade off immediate availability because he found that he could purchase the shoes online for a 50 percent discount. This is an example of using a
compensatory decision rule
Because not all purchase intentions result in an actual purchase, marketers calculate the _____ to measure how effectively a decision to purchase a specific product results in a completed purchase.
conversion rate
Angela considered all sporting goods stores to be roughly equivalent in most ways; however, she considered REI stores to have an exceptional level of customer service. Customer service therefore, would be considered a _____ for her in evaluating sporting goods stores.
determinant attribute
perception as it influences consumer behavior is
developed through culture and family influences
upon the purchase of a car, the consumer might experience postpurchase or cognitive __, customer loyalty or customer satisfaction
dissonance
Roberta works out at a health club, goes to yoga classes, and reads magazines about women's health to satisfy her inner desires. Which of Maslow's needs is Roberta fulfilling?
esteem
Ethan considered three important attributes when deciding where he would do his banking: the convenience of the location, hours of operation, and interest rates for CDs. In this situation, these three attributes are called
evaluative criteria
The salient or important attributes about a particular product that a consumer bases his or her product evaluation on are called
evaluative criteria
4 brands have dominated the potato chip market in st louis nabisco is introducing a new brand, chip shape, next month. chip shape will probably have difficulty gaining any market share. the majority of buyers simply have not purchased anything but the 4 brands, which comprise most buyers' __ set
evoked
When Catherine was considering different brands of jeans to buy, she could think of only three she would actually consider purchasing. These three brands make up her _____ set.
evoked
jim is familiar with several brands of mobile phones, but he plans to consider only two brands when he purchases his next phone. those two brands are his __ set
evoked
consumers often use __ problem solving for risky purchase decisions
extended
typically, consumers exhibit two types of behavior when buying based on the type of product or service they are purhcasing. they commonly engage in __ problem solving when buying a car or washing machine and in __ problem solving when buying shapoo or a box of noodles
extended limited
high buyer involvement is likely to lead to what kind of problem solving
extended problem solving
When John was considering buying a new car, he sought out unbiased information and ratings about different makes and models in Consumer Reports magazine as well as from Edmunds.com. Which of the following corresponds most closely to this aspect of the decision process?
external search for information
t/f need recognition occurs when there is no significant difference between actual and desired states
false
When a manufacturer offers a money-back guarantee on the purchase of its products to show that the products will perform as expected, it is most likely attempting to alleviate which risk?
financial
Which of the following pertains to the performance of a product or service?
functional needs
whenever Meredith buys toothpaste, she always automatically reaches for the same brand and puts it in her shopping cart with no thought or effort. Meredith is engaged in
habitual decision making
which of the following exemplifies steps that may occur during the post purchase behavior stage
having cognitive dissonance comparing a product to one's expectations feeling satisfied or dissatisfied
a real benefit of the consumer expecting there will be a positive response to their comment of complaint is
he is likely to spread negative work-of-mouth
Kerry was in her grocery store and saw a display for a new organic yogurt. She had not planned to buy it, but decided on the spot to buy one and try it. Kerry's purchase represents
impulse buying
Alternative evaluation often occurs while the consumer is engaged in which of the following steps of the consumer decision process?
information search
locating information from one's own memory
internal search
identify which of the following are categories of information search
internal search external search
jim considers the purchase of six pack of beer rather indifferently, as he will drink any brand that is fairly inexpensive. his low degree of intrest in beer classifies him as a low-__ beer buyer
invovlement
postpurchase behavior is critical to marketing managers primarily bc
it is the opportunity for marketers to measure and track satisfaction
marketing managers often appeal to consumers' __ when developing the marketing mix to be sure it fits with how they spend their time and money
lifestyles
Anna loves Adidas apparel for its style and comfort. She is in need of running pants and purchases a pair with the Adidas logo. This is an example of which type of purchase decision?
limited problem solving
which of the following factors does NOT directly influence how the consumer makes a purchase decision
macroeconomic factors
The discrepancy between a consumer's actual state and desired state is associated with which of the following steps in the consumer decision process?
need recognition
bill feels that he has been treated poorly and quite unfairly by the electronics store where he bought speakers. he is a customer who is very likely to spread bad or __ word-of-mouth about the firm to his friends and family
negative
a __ consumer is fairly undesirable to the marketer bc he is not loyal, does not repeat the purchase, and makes no positive word-of-mouth communications to other potential customers
passive
margaret bought an SUV with 4 wheel drive despite the fact she never goes off-road or drives into the wilderness. her purchase satisfies a significnt element of her __ lifestyle
perceived
The fact that a family would spend a lot more time researching the market before buying a new car than it would in the decision to purchase an inexpensive kitchen appliance, like a coffeemaker, can best be explained by which of the following concepts?
perceived benefits versus perceived costs of search
there are several factors that can substantially affect the customer search process. Match the factor with an example of how the search process might be affected for kristin, a graduate student at a large university
perceived risk- kristin is worried the laptop she is buying will not have adequate memory for her needs locus of control- kristin has no choice of brand when it comes to laptops- her department uses special software that only runs on apple computers perceived cost/benefit analysis- kristin tries to decide between 2 laptops- one with a large hard drive v one for $100 less and a smaller hard drive
as a consumer views a package of crackers on the store shelf, he first recognizes and identifies the shape, then the color, then the items located around it. as he integrates that brand image into his knowledge of the choices in the product category, it is __ that interprets the images and stimuli differently for each consumer
perception
Sandy thinks the east side of her city is a great area to own a home and raise a family. John thinks the east side has a lot of crime, poor schools, and would be a poor choice of location to own a home and raise a family. Sandy and John have different _____ regarding the east side of the city.
perceptions
Of the five types of risk associated with purchase decisions, which one involves the perceived danger inherent in a poorly performing product or service?
performance
External agencies and government bodies publish safety ratings for cars to help consumers alleviate _____ risk.
physiological
which of these is NOT one of the three components of an attitude
physiological
What is the correct theoretical progression of Maslow's hierarchy of needs, from the bottom of the pyramid to the top of the pyramid?
physiological, safety, love, esteem, self-actualization
the final step, and a very important element in retaining and building a loyal customer base, in the consumer decision making process is the __ phase
postpurchase
the key point in the consumer decision process at which marketers can solidify consumer loyalty is during the final step, the __ stage
postpurchase
Sometimes called buyer's remorse, _______ is the internal conflict that arises from an inconsistency between two beliefs, or between beliefs and behavior.
postpurchase cognitive dissonance
Marketers that set unrealistically high consumer expectations of a product through advertising or other types of promotion may generate higher initial sales, but it will eventually lead to _____ if the product fails to achieve these expectations.
postpurchase dissatisfaction
which SET of influences are internal to the consumer, generated from within his identity and experience?
psychological
_____ pertain(s) to the personal gratification consumers associate with the product or service.
psychological needs
When she was looking for a new car, Francesca was considering both American- and foreign-made vehicles, but her father and boyfriend both encouraged her to buy American-made brands. Which of the following social factors explain this type of influence?
reference groups
When consumers are engaged in the consumer decision process, the specific brands or stores they can readily recall in a product category are referred to as their _____ set.
retrieval