Marketing Chapter 5 Understanding Consumer (B2C) and Buyer (B2B) Behavior

b

A purse​ company's ads feature the members of a popular housewives reality show. Product sales increase significantly among the fans. From the​ fans' viewpoint, the housewives reality show is​ a(n) _____. A. membership group B. reference group C. late-majority adopter D. family group E. lagging adopter

guided by respect, opinion leaders in their communities and adopt new ideas but carefully

According to adoption categories, who are early adopters?

deliberate adopters, rarely leaders but adopt ideas before the average person

According to adoption categories, who are early mainstream adopters?

venturesome adopters who try new ideas at some risk

According to adoption categories, who are innovators?

tradition bound adopters, they are suspicious of changes and adopt the innovation only when it becomes something of a tradition itself

According to adoption categories, who are lagging adopters?

skeptical adopters, adopt an innovation only after a majority of people have tried it

According to adoption categories, who are late mainstream adopters?

b

According to the model of buyer​ behavior, what is in a​ buyer's black​ box? A. The four Ps B. The​ buyer's characteristics and the​ buyer's decision process C. Attitudes and preferences D. Purchase behavior E. Cultural forces

a

All the people involved in the buying decision in an organization are collectively known as​ _______. A. the buying center B. the purchasing team C. the buying nucleus D. buying actors E. buying agents

b

Consumers can obtain information from any of several sources. Which source is the most effective in that they legitimize the​ product? A. The Internet B. Personal sources C. Commercial sources D. Media sources E. Public sources

c

This adopter group is skeptical and only adopts new products after a majority of people has tried it. A. Lagging adopters. B. Early adopters. C. Late mainstream. D. Innovators. E. Early mainstream.

consumer market (B2C)

What are all the individuals and households that buy or acquire goods and services for personal consumption?

awareness: consumer because aware of new product but lacks info about it interest: consumer seeks info about product evaluation: consumer considers whether trying the new product makes sense trial: consumer tries the new product on a small scale to improve his or her estimate of value adoption: consumer decides to make full or regular use of the new product

What are the 5 stages in the adoption process?

need recognition, info search, evaluation of alternatives, purchase decision and post-purchase behavior

What are the 5 steps in the B2C decision making process?

B2C firms have many more customers, B2B customers have many levels (users, influencers, decision makers), B2B buyers have expertise and experience that most B2C buyers do not have, and B2B markets have inelastic demand

What are the differences between B2C and B2B marketing?

cultural, social, personal and psychological

What are the main characteristics affecting consumer behavior?

culture, subculture, social class

What cultural characteristics affect consumer behavior?

b

What determines if a buyer is satisfied or dissatisfied with a​ purchase? A. The amount of information gathered in the decision process B. The relationship between the​ consumer's expectations and the​ product's perceived performance C. How others feel about the purchase D. The number of alternatives considered in the purchase decision E. Whether or not the buyer experiences cognitive dissonance

buying center

What is all the individuals and units that play a role in the purchase decision-making process?

new task

What is the B2B buy class when a buyer purchases a product or service for the first time?

straight rebuy

What is the B2B buy class when a buyer routinely reorders something without any modifications?

modified rebuy

What is the B2B buy class when a buyer wants to modify product specifications, prices, terms or suppliers?

d

What is the first step of the buyer decision​ process? A. Alternative evaluation B. Purchase decision C. Postpurchase behavior D. Need recognition E. Information search

adoption process

What is the mental process through which an individual passes from first hearing about an innovation to final adoption?

environment: marketing stimuli (4 P's) and other stimuli (economic, tech, political, cultural, competitive) buying organization (organizational influences), buying center (interpersonal and individual influences), buying decision process buyer responses: product or service choice, supplier choice, order quantities, delivery terms and times, service terms, payment

What is the model of the B2B market?

environment: marketing stimuli (product, price, place) and other stimuli (economic, tech, social) buyer's black box: buyer's characteristics and decision process buyer responses: buying attitudes and preferences, purchase behavior and brand engagement

What is the model of the B2C market?

e

What is the nature of demand in business​ markets? A. Business market demand is independent of consumer market demand. B. Demand in business markets is elastic. C. Demand in business markets does not fluctuate. D. Demand in business markets fluctuates less than in consumer markets. E. Demand in business markets is derived demand.

business market (B2B)

What operates behind the scenes to most consumers that involves many sets of business purchases before the consumer ever sees them?

age and life-cycle stage, occupation, economic situation, lifestyle, personality and self-concept

What personal characteristics affect consumer behavior?

motivation, perception, learning, beliefs and attitudes

What psychological characteristics affect consumer behavior?

groups and social netwokrs, family, roles and status

What social characteristics affect consumer behavior?

a

Which of the five characteristics identified in the text has an inverse relationship with an​ innovation's rate of​ adoption? As this characteristic​ increases, the rate of adoption is slower. A. Complexity B. Divisibility C. Compatibility D. Relative advantage E. Communicability

c

Which of the following is a social factor that influences consumer buying​ behavior? A. ​Life-cycle stage B. Economic situation C. Roles and status D. Personality E. Occupation

d

In a​ _________, the​ business-to-business buyer reorders something without modifications. A. system selling B. new task C. modified rebuy D. straight rebuy E. buying decision

c

​_________ refers to the degree to which innovation appears superior to existing products. A. Divisibility B. Compatibility C. Relative advantage D. Complexity E. Communicability

b

​______________ is the first stage in the new product adoption process. A. Interest B. Awareness C. Evaluation D. Trial E. Adoption

e

Which of the following lists the five steps of the buyer decision process in the correct​ order? A. Purchase​ decision, need​ recognition, information​ search, evaluation of​ alternatives, and postpurchase behavior. B. Need​ recognition, information​ search, purchase​ decision, evaluation of​ alternatives, and postpurchase behavior. C. Need​ recognition, purchase​ decision, information​ search, evaluation of​ alternatives, and postpurchase behavior. D. Need​ recognition, evaluation of​ alternatives, information​ search, purchase​ decision, and postpurchase behavior. E. Need​ recognition, information​ search, evaluation of​ alternatives, purchase​ decision, and postpurchase behavior.

e

Which of the following needs in​ Maslow's hierarchy is generally satisfied​ first? A. Esteem needs B. Safety needs C. ​Self-actualization needs D. Social needs E. Physiological needs