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