Chapter 5 Marketing

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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


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