Chapter 13 - Mkgt Test 3

Mood

A market research study asked consumers to rate themselves with respect to several adjectives, such as happy, cheerful, peaceful, sad, blue, and depressed. What is this research trying to assess? noncontextual effects traits temporal effects social surroundings mood

ritual situation

A socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning is referred to as a _____. Question options: ritual situation momentary condition prescriptive schema holiday

servicescape

Atmosphere is referred to as _____ when describing a service business such as a hospital, bank, or restaurant. Question options: landscape servicescape ambiance environment servqual

Retail Atmospherics

Carmen is double majoring in fashion merchandising and graphic design in college. When she graduates, she wants to design the physical environment of retail stores, particularly those in women's fashions. She wants to create environments that create specific mood responses in shoppers. Which field best describes what Carmen wants to do? architecture retail atmospherics art graphic design marketing

Embarrassment

Clara was shopping with her friend, Jane, when they both went into a drug store. Clara needed to buy medication for hemorrhoids, but she was reluctant to do so in front of Jane. Which emotion was Clara probably experiencing in this situation? embarrassment shame fear anger disappointment

generally negative outcomes for both

Crowding generally produces which outcome for the retail outlet and the consumer? generally positive outcomes for the retailer, but negative outcomes for the consumer generally negative outcomes for the consumer, but positive outcomes for the retailer generally positive outcomes for both generally negative outcomes for both none of the above

disposition

Decisions made by consumers regarding the _____ situation can create significant social problems as well as opportunities for marketers. Question options: disposition purchase communication expanded usage usage

b/c it is a ritualized consumption experience

James is giving his cousin, Conor, a new video game for his birthday. Which of the following is the most likely reason James is giving this gift? Question options: because he is required to do so because it is a ritualized consumption experience to elicit return favors as a return favor because he hopes the receiver will share the gift

quinceanera

Magdalena and her family live in a Honduran neighborhood of Queens, New York. She is looking forward to the extravagant Egyptian-themed party her parents are giving her for her upcoming 15th birthday where she will be carried in on a platform by six of her classmates. This party will celebrate Magdalena's __________. bar mitzvah bat mitzvah Cinco de Mayo quinceañera confirmation

store atmosphere

Many of you have probably heard of Banana Republic retail stores and perhaps have shopped there. Many of you may not know that the store used to look much different than it does today. It used to be more like an adventure, and the merchandise assortment was more appropriate for a safari. If you've ever seen an Indiana Jones movie, you can get a pretty good idea of what Banana Republic used to look like. The stores would have a jeep in the store, camouflage netting, and music from the 1940s playing. The inside had wooden beams and maps hung on the wall that looked like treasure maps. Much of the merchandise was accompanied by a sign that had a tale of some adventure associated with it. These physical features of the retail environment are referred to as the _____. Question options: store situation retail ambiance retail surroundings store atmosphere merchandising mix

physical surroundings

Melanie lives in a small city that does not have a lot of the interesting retail stores. She and her two best friends take a trip twice a year to places such as Atlanta, Dallas, and Chicago to go shopping. It's so exciting for them to go in some of the stores because they are so unique, and they have only seen them online or in catalogs. Also, several cities now have lifestyle centers or town centers that are reminiscent of downtown in bygone days. All of the factors such as décor, sounds, aromas, lighting, weather, and configurations of merchandise or other materials surrounding the merchandise that Melanie and her friends make a special trip to experience comprise which situation characteristic? physical surroundings social surroundings temporal perspectives task definition antecedent states

situation based marketing strategies

Richard is studying how various usage situations influence the consumption of his company's products. He conducted qualitative analyses (i.e., focus group discussions and depth interviews) as well as surveyed a larger sample of consumers to better understand and quantify how products are used and the benefits sought in the usage situation by the market segment. Richard is performing the first two steps in an approach to develop _____. Question options: demographically based marketing strategies geographically based marketing strategies situation-based marketing strategies momentary conditions hedonic purchase situations

Temporal Perspective

Sharon has to purchase a gift for her mother and only has this afternoon to do so because her birthday party is that evening. She's wondering how she will be able get to the mall in time to pick out the perfect gift. This is an illustration of which situation characteristic? Question options: physical features social surroundings temporal perspective task definition antecedent state

Task Definition

Stacy is shopping to purchase new linens for her guest room. Which situational characteristic is influencing her behavior? physical surroundings social surroundings temporal perspective task definition antecedent states

Communications

The situation in which consumers receive information has an impact on their behavior and is referred to as the _____ situation. communications purchase usage disposition preliminary

Make more demands on the sales personnel

Under conditions of crowding, consumers tend do to all of the following EXCEPT _____. Question options: buy less make faster decisions make more demands on the sales personnel be less satisfied all of the above

Both a & c

What do Hispanic girls celebrate when they are 15 years old? Question options: ritual situation bat mitzvah quinceañera Cinco de Mayo A and C

Task Definition

Which of the following is NOT a consumption response? task definition problem recognition purchase disposition alternative evaluation

alternative evaluation

Which of the following is NOT a key situational dimension or characteristic that influences consumer behavior? Question options: physical surroundings social surroundings alternative evaluation temporal perspectives task definition

Task Definition

Which of the following is NOT an individual characteristic influencing consumer behavior? Question options: culture attitudes task definition social class motivation

Temporal Perspective

Which of the following is a situational characteristic? product package temporal perspective demographics social class

All of the above ways communicate the symbolic meaning of a gift.

Which of the following is a way that gifts communicate symbolic meaning? In many cases, price can be known and can be interpreted as a measure of the esteem the giver has for the receiver. The image and functionality of the gift implies the thoughtfulness of the giver. It can signify the type of relationship the giver has or desires with the receiver. All of the above ways communicate the symbolic meaning of a gift.

Use observational studies, focus group discussions, depth interviews, and secondary data to discover the various usage situations that influence the consumption of the product.

Which of the following is the FIRST step in the approach for developing situation-based marketing strategies? Question options: Use observational studies, focus group discussions, depth interviews, and secondary data to discover the various usage situations that influence the consumption of the product. Survey a large sample of consumers to better understand and quantify how the product is used and the benefits sought in the usage situation by the market segment. Construct a person-situation segmentation matrix. Evaluate each cell in terms of potential. Develop and implement a marketing strategy for cells that offers sufficient profit potential given your capabilities.

momentary conditions

Which of the following reflects temporary states of being rather than temporary states of mind? Question options: moods momentary conditions task definition personality traits self-concept

Disposition Situation

Which situation involves consumers disposing of products or product packages after or before product use? communications situation purchase situation usage situation disposition situation task situation