MKTG 375 - chapter 1

______ studies the processes that people use to choose, secure, utilize, and dispose of products, services, experiences, or ideas to satisfy needs and the effect of these processes on the consumer and society.

Consumer behavior

Which of the following is true about the meaning of consumption?

Consumption frequently has deep meaning for the consumer.

Which of the following is most likely a social marketing campaign?

a health food store distributing leaflets that illustrate harmful effects of drug use

For an individual, the most obvious outcome of the consumption process is

achieving some level of satisfaction of the need that initiated the process

For an individual, the most obvious outcome of the consumption process is

achieving some level of satisfaction of the need that initiated the process.

It is important for individuals in consumption societies to be aware of the marketing strategies and tactics that influence their decisions so as to _____.

be more effective as consumers

Creating satisfied customers in order to ensure future sales requires customers to

believe that a brand offers superior value after they have used it.

The process of consumer behavior is best described as a ______ and ______ process.

complex; multidimensional

Economically developed societies are often called

consumption societies.

Product distribution is essential to the success of a marketing strategy because

customers rarely go to great lengths to secure a particular brand and expect cross-channel options.

What message should be delivered to a target audience, the desired effect, and how to deliver it are part of a(n)

marketing communications strategy.

Any and all signals that a company provides about itself and its products through advertising, packaging, or public relations are referred to as

marketing communications.

Which is the most effective way to discover customers' needs?

marketing research

Along with obtaining a profit for the firm, a marketing strategy also seeks to

maximize customer value.

Which application of consumer behavior serves to protect consumers?

regulatory policy

Critical outcomes of a company's marketing strategy include _____, as these are necessary for the company to sustain its business.

sales and profits

Consumer behavior can best be defined as the study of the processes individuals, groups, or organizations go through in order to

select, secure, use and dispose of products, services, experiences or ideas.

Lifestyle is the manifestation of a person's

self-concept.

Select from the following the scenarios that illustrate injurious consumption.

Loretta does not have a high paying job, so each week she gambles at the casino in hopes of making more money. Despite the health warnings, Henry still smokes a pack of cigarettes a day. Thalia bought way more furniture than she had budgeted for because the store offered her cheap credit terms.

The application of not-for-profit marketing strategies and tactics to alter or create behaviors that have a positive effect on the targeted individuals or society as a whole is referred to as _______ ___________

social marketing

The application of marketing strategies and practices not for profit but rather to change or create behaviors that have a beneficial impact on targeted individuals or society as a whole is known as

social marketing.

Which market analysis component includes consideration of the state of the economy, the physical environment, government regulations, and technological developments?

the conditions

According to the conceptual model of consumer behavior, what is the process by which an individual meets needs and desires that shape and are shaped by self-concept and lifestyle?

the consumer decision process

Select the components of a market analysis. (Select all that apply)

the consumption process of potential customers the organization's own capabilities the capabilities of current and future competitors the economic, physical, and technological environment

Which of the following is a major determinant of the state of a country's economy?

the cumulative impact of its citizens' consumption decisions

Customer value can be defined as

the difference between the benefits derived from a total product and the costs of acquiring those benefits.

In the context of customer value, what is the aim of a marketing strategy?

to provide a customer with more value than a competitor while reaping a profit

In the context of firm outcomes, when do sales and profits occur? (Select two answers)

when the analysis of consumers by a firm proves to be accurate when a firm's marketing mix suits the consumer decision process

Select from the following the four steps of the market segmentation process.

group customers with similar need sets Identify product-related need sets describe each group select a segment to serve

Which of the following are approaches to identify need sets of groups in the process of market segmentation?

identifying ethnic groups first followed by consumption-related needs across the groups identifying needs first followed by consumer characteristics associated with those needs

During market analysis, which of the following questions should a company ask regarding competition?

How are competitors likely to respond if we are successful? If we are successful, which firms will be hurt?

When conducting market analysis, which of the following must a company do?

It must understand its own ability to meet customer needs.

Select the ways by which a company can understand its own ability to meet customer needs. (Check all that apply.)

It should understand the skills of its marketing department. It should consider its production capabilities. It should evaluate its own financial condition.

Why is product position important?

A product whose position matches the desired position of a target market is likely to be purchased.

The consumer decision process, along with the experiences and acquisitions associated with it, affects the internal and external characteristics of consumers. What aspect of the consumer is most influenced by this?

Self-concept and lifestyle

Select the regulatory bodies and/or policies that are designed to protect and educate consumers. (Select all that apply.)

The Nutrition Labeling and Education Act The Food and Drug Administration

Which of the following are true of consumer decisions? (Select all that apply.)

They can be a result of powerful and nuanced motivations. They are the result of a complex set of forces.

An effective communications strategy answers which three of the following questions?

What media should we use to reach our target audience? With whom, exactly, do we want to communicate? What message should we use to reach the target audience?

Select from the following those campaigns that would qualify as a social marketing campaign.

a campaign to encourage recycling a campaign to support a local charity a campaign to reduce smoking