MKT 4093 Exam 1
Open-minded and perceive less risk than others in trying new things
Consumer innovators are generally characterized by which of the following personality traits?
Education, quantity of product purchased, and gender
Consumers' characteristics can be classed as either behavioral or cognitive. In this context, behavioral data can be determined from direct questioning and categorized by a single objective measure. Examples of behavioral data include ________.
High involvement
For ________ purchases, consumers are more likely to be narrow categorizers
Consumer learning
From a marketing perspective, the process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior, which evolves and changes as consumers acquire knowledge from experience, observation, and interactions with others to impact future behavior, is known as ________.
Continuous
Gino's Italian Bistro offers all patrons a free after-dinner drink. This is an example of a ________ reward schedule.
The halo effect
Marketers take advantage of ________ when they extend a brand name associated with one line of products to another.
Marketing concept
Marketing and consumer behavior stem from the ________, which maintains that the essence of marketing is satisfying consumers' needs, creating value and retaining customers.
Three-hit theory
Marketing scholars who believe the ________ believe three exposures to an advertisement are needed: one to make consumers aware of the product, a second to show consumers the relevance of the product, and a third to remind them of the product.
Psychogenic
Maslow's hierarchy of needs ranks human needs in order of importance from lower level biogenic needs to higher level _______needs.
Unfulfilled needs
Motivation is produced by a state of tension, which exists as the result of ________.
Social relationships are fundamental to the formation and development of personality
Neo-Freudian theorists believe that ________.
Product awareness status
Rate of usage is strongly related to two cognitive dimensions: product involvement and ________.
Shaping
Reinforcement performed before the desired consumer behavior actually takes place is called ________.
Unconscious needs or drivers
Sigmund Freud's psychoanalytic theory of personality is built on the premise that ________ are at the heart of human motivations and personality.
Market research
Social media transformed ________ by giving companies a way to easily collect input and customers' preferences.
The need for cognition
Some people enjoy thinking. Marketers who want to tie into this personality characteristic are tapping the personality characteristic of:
Power needs
Some psychologists believe in a trio of basic needs. Which of the following is one of those basic needs?
The needs they presume to satisfy
Successful marketers define their markets in terms of ________.
Distinct benefits that the product provides
Successful positioning focuses on communicating the ________.
Products that lack a unique image or benefit in the eyes of consumers
"Me too" products are ________.
Self-altering products
. Consumers use ________ to attempt to express new versions of themselves and/or to take on the appearances of other types of people.
Benefits
. When Colgate offers Colgate Total, which provides 12-hours of germ fighting; Colgate Max Fresh, which fights bad breath; and Colgate Sensitive Pro-Relief for people who have sensitive gums, they are segmenting based on ________.
Subliminal perception
A stimulus may be too faint or brief to be consciously seen or heard, such as a deeply embedded or a very briefly flashed image, but may still be perceived by one or more sensory receptor cells. This is called ________.
Most individual learning occurs in a controlled environment in which individuals are "rewarded" for choosing an appropriate behavior
According to B.F. Skinner, ________.
Defense mechanism
Aggression and rationalization are examples of ________ that people sometimes adopt to protect their egos from feelings of failure when they do not attain their goals.
Customer satisfaction
An individual's perception of the performance of a product or service in relation to one's expectations is known as ________.
Lifestyles
Another term for psychographic characteristics is ________.
Social class
As a base for market segmentation, ________ is/are commonly computed as a weighted index of education, occupation, and income.
Reinforcement
At Gino's Italian Bistro, waitresses ask each table whether or not they have dined at Gino's before. A manager is sure to stop by every table with first-time guests to thank them for trying the restaurant and to encourage them to return. In this case, the manager visit constitutes ________ for the guests, making them feel like restaurant staff really care about the quality of their experience.
Advertising wear-out
At some point, an individual can become satiated with numerous exposures to the same message, and both attention and retention will decline. This effect is known as ________.
Ambush marketing
Brand names stamped on eggs in supermarkets, featured on video screens in taxis, placed on subway tunnels in between stations, and featured on doctor's examination tables are examples of ________.
Family branding
Campbell's Soup Company continues to add new food products to its product line under the Campbell's brand name. This is known as ________.
Umbrella positioning
Campbell's slogan "soup is good food" is an example of ________.
Perceptual defense
Canada requires tobacco firms to feature graphic health warnings on cigarette packs. In a perception context, this is to try to combat ________ where people no longer pay attention to the warning labels on packets.
Classical conditioning
If you usually listen to the 6 o'clock news while waiting for dinner to be served, you would tend to associate the news with dinner, and eventually the sound of the 6 o'clock news alone might cause your mouth to water even if dinner was not being prepared. This is known as ________.
Figure
In product placements, the product is considered the ________.
Ground
In product placements, the show is considered the ________.
Cues
In the marketplace, price, styling, packaging, advertising, and store displays all serve as ________ to help consumers fulfill their needs in product-specific ways.
Objective reality
Individuals act and react not on the basis of ________.
Their perceptions
Individuals act and react on the basis of ________
Perceptual blocking
Joe passes many billboards on his way to work, but rarely even recognizes that they are there because he is paying attention to the road. By protecting himself from being overwhelmed by the billboards, Joe is engaging in ________.
Sensory Adaptation
John drives by the same billboard every day on his way to work. He has seen the billboard so many times, that he no longer notices it. This is an example of ________.
Cognitive learning
Learning based on mental activity is called
Selective attention
Listening to the radio on the way home from work, Paul is particularly aware of an ad for McDonald's because he is getting hungry. This is an example of ________.
Millenial generation
Many marketers target the generation that is 18 to 34 years old, known as the ________.
Ethnicity
Marketers segment some populations on the basis of cultural heritage and ________ because members of the same culture tend to share the same values, beliefs, and customs.
Product/service, price, place, promotion
The 4 Ps of the marketing mix are ________.
Consumer behavior
The actions that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs is known as ________.
Consumer innovativeness
The degree of a consumer's willingness to adopt new products and services shortly after they have been introduced is known as ________.
Motivation
The driving force within individuals that impels them to action is known as ________.
Not promise more than the product will deliver
The effects of success and failure on goal selection have strategy implications for marketers. Goals should be reasonably attainable, and this meant that ads should:
Recognition and recall of messages & behavioral evaluations of brand loyalty
The most popular measures of consumer learning are
VALS
The most popular segmentation system combining lifestyle and values is ________.
Geodemographics
The most popular use of geography in strategic targeting is ________ — a hybrid segmentation scheme based on the premise that people who live close to one another are likely to have similar financial means, tastes, preferences, lifestyles, and consumption habits.
Absolute threshold
The point at which a person can detect a difference between "something" and "nothing" is that person's ________ for that stimulus.
Consumer research
The process and tools used to study consumer behavior are characterized by the term ________.
Market segmentation
The process of dividing a market into distinct subsets of consumers with common needs or characteristics is known as ________.
Market segmentation
The process of dividing a market into subsets of consumers with common needs or characteristics is known as ________.
One cannot exist without the other
The relationship of goals and needs are best expressed by the statement
Social self-image
The type of self-image that characterizes the way consumers feel others see them is ________.
Fulfill the needs of the target audience in ways that improve society as a whole, while fulfilling the objectives of the organization
Those in favor of socially responsible marketing call on marketers to adopt the societal marketing concept, which requires marketers to ________.
Family
Traditionally, the ________ has been the focus of most marketing efforts.
The stronger the initial stimulus, the greater the second stimulus must be to exceed the JND
Weber's law states that ________.
Creating barriers to competitive entry and market penetration
What is one of the benefits of offering many product versions that provide distinct benefits and "fill" as many positions as possible in a product category?
Interpret them according to one's own needs, wishes, and interests
When stimuli are highly ambiguous, an individual will usually ________.
Awareness status
Whether or not consumers need to be informed about a product relates to consumers' ________.
The stronger the consumer's need, the greater the tendency to pay attention to related stimuli in the environment.
Which of the following is true of the relationship between consumers' perceptions and their motives?
To create emotional bonds between brands and consumers
Why would a brand want to update its image?
Repositioning
Yellow Tail wines changed its taglines from "Open for everything" and "Tails, you win" to "The go to" as part of its ________.
Subjective
Your interpretation of visual and sensory input about polo shirts may be different from your classmate's because perception is ________.
Predictive analytics
________ are measures that predict consumers' future purchases on the basis of past buying information and other data.
Consumer research
________ is a process that links the consumer, customer and public to the marketer through information in order to identify marketing opportunities and problems, evaluate marketing actions, and evaluate marketing strategies' performances.
Behavioral learning
________ is based on the premise that observable responses to specific external stimuli signal that learning has taken place.
Customer value
________ is defined as the ratio between the customer's perceived benefits and the resources used to obtain those benefits.
Actual self-image
________ is how consumers actually see themselves
Observational learning
________ is the process through which individuals learn behavior by observing the behavior of others and the consequences of such behavior.
Low involvement
________ purchases, consumers are more likely to be broad categorizers.
Ideal self-image
________ refers to how consumers would like to see themselves.
Product differentiation
________ strategies are designed to distinguish a product or brand from that of competitors on the basis of an attribute that is relevant, meaningful, and valuable to consumers.
Hemispheric lateralization
________ suggests that the human brain is divided into two distinct cerebral hemispheres that operate together but specialize in the processing of different types of cognitions.
Positioning
_________ is the process by which a company creates a distinct image and identify for its products, services, and brands in consumers' minds
Product line extensions
__________ are additions of related items to an established brand.
Personality
__________ is/are defined as those inner psychological characteristics that both determine and reflect how a person responds to his or her environment.
Uncovering consumer motives
the primary objectives of marketers, who seek to teach consumers how they can fulfill their needs by buying certain products and brands.