consumer behavior exam 1
an example of a company that applied the production concept in the early twentieth century is
Ford
the point at which a person can detect a difference between "something" and "nothing" is that person's ______ for that stimulus
absolute threshold
Two people driving together may spot a billboard at different times. This means they have different _____.
absolute thresholds
Brand names stamped on eggs in supermarkets, featured on video screens in taxis, placed on subway tunnels in between stations, and featured on doctor's examination tables are examples of ________.
ambush marketing
consumers characteristics can be classed as mer-intrinsic or consumption-specific.. in this context, consumption-specific are attitudes and preferences toward specific products or buying situations. examples of consumption-specific features includes _____.
attitudes toward shopping, benefits sought in products, and frequency of leisure activities
a negative goal is one from which behavior is directed away, and is often referred to as a(n) ______.
avoidance object
agression and rationalization are examples of _____ that people sometimes adopt to protect their egos from feelings of failure when they do not attain their goals.
defense mechanisms
_____ information is often the most accessible and cost-effective way to identify a target market.
demographic
age, gender, and income are bases of which of the following types of segmentation?
demographic segmentation
when colgate divides the pre-teens toothpaste group into four segments and offers each one its' own toothpaste, they are using ______ segmentation.
demographics
Barry wants a sandwich for lunch Tom wants a turkey sandwich with lettuce, tomato, and mayonnaise from Subway. Barry has a(n) _____ whereas, Tom has a(n) ____.
generic goal; product-specific goal
______ are outcomes that consumers seek in order to fulfill their physiological and psychological needs.
generic goals
sensory adaption is of concern to national advertisers, who try to continuously change their advertising campaigns. they are concerned that consumers will ______.
get used to their ads
To simplify life, people have a natural tendency to select stimuli from the environment and organize them into groups and perceive them as a unified whole. In a perception context, this is known as ________.
grouping
the category of shopping motivations where consumers do not have an urgent-product need in mind, but go shopping for the personal enjoyment of shopping is known as _____.
recreational shopping
according to maslow's hierarchy of needs, protection, order, and stability are examples of ______.
safety and security needs
when a product is _______, memory of the ______-related attributes increases.
scented; non-scent
tanya and her marketing team at a fast food restaurant are breaking their company's target audience into groups that have shared needs that are different from the needs shared by other groups. they are engaged in _____.
market segmentation
the process of dividing a market into distinct subsets of consumers with common needs or characteristic is know as _____.
market segmentation
the process of dividing a market into subsets of consumers with common needs or characteristics is known as _____.
market segmentation
people sometimes resolve frustration by inventing plausible reasons for being unable to attain their goals or deciding that the goal is not really worth pursuing. this is known as ______.
rationalization
of the four P's of the marketing mix, promotion includes _____.
public relations
which of the following is true of JND?
Increasing prices below consumers' JND is likely to go unnoticed by consumers.
Jill gets good grades because her parents will punish her if she doesn't receive at least a 3.5 GPA. Julia gets good grades because she likes the sense of accomplishment she feels when she gets a straight-A report card. Jill's goal is referred to as a(n)____, whereas Julia's goal is referred to as a(n) _____.
avoidance object; approach object
in reference to consumer characteristics, _____ can be determined form direct questioning or observation and categorized by a simple objective measure, whereas _____ are abstract and can be determined only through more complex psychological and attitudinal questioning.
behavioral data; cognitive data
the actions that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs is known as
consumer behavior
products and services are often exalted by the size and direction of the gap between ______.
consumer expectations and objective performance
which of the following is true of the relationship between consumers' perceptions and their expectations?
consumers tend to perceive products and product attributes according to their own expectations.
consumers' characteristics can be classed as either behavioral or cognitive. in this context, cognitive factors are abstract, can be determined only through more complex psychological and attitudinal questioning, and generally have no single, universal definitions. examples of cognitive factors include _____.
cultural values, personality traits, and benefits sought
the minimal difference that can be detected between two similar stimuli is called the _____.
differential threshold
successful positioning focuses on communicating the _____.
distinct benefits that the product provides
consumers' characteristics can be classed as either behavioral or cognitive. in this context, behavioral data can be determined from direct questioning and categorized by a single objective measure. examples of behavioral dat include ______.
education, quantity of product purchased, and gender
traditionally, the ______ had been the focus of most marketing efforts.
family
which of the following is consistent with the societal marketing concept?
fast food restaurants develop offerings with less fat and more nutrients, food marketers advertise foods to young people in a way that does not encourage overeating, marketers avoid featuring unreasonably slim females in their advertising campaigns because of all the potential of such images to increase eating disorders.
in product placement scenarios, marketers place an advertised product into a TV show or film by having it used by the cast, integrated into the plot, or associated with a character. in product placements, the product is considered the _____ and the show is the _____.
figure; ground
failure to achieve a goal often results in feelings of _____.
frustration
socially responsible activities can result in _____.
improved corporate image among consumers, improved corporate image among the financial community, and increased sales.
______ is felt by many marketers to be a stong indicator of the ability to pay for a product.
income
the physiological needs for food, water and air are called ______ needs.
innate
Needs and goals are _____; neither exist without the other
interdependent
individuals who successfully achieve their goals usually set new and higher goals for themselves; that is, they raise their ______.
levels of aspiration
another term for psychographic characteristic is _____.
lifestyles
Matt's Mobile Services has designed a cell phone plan especially for tech-savvy teens who are heavy cell-phone users and live in households earning over $150,000 per year. In tailoring the plan for a specific group of consumers based on their particular needs, Matt's Mobile Services has provided an example of
market targeting
marketing and consumer behavior stem from _____, which maintains that the essence of marketing is satisfying consumers' needs, creating value and retaining customers.
marketing concept
Tripp runs a product development division at a software company. His division was focused on producing a word processing software that performs better and has more features than any competitive product, so they added every feature that was technically feasible. However, they found that consumers were satisfied with fewer features and unwilling to pay more for the advanced software. Tripp and his team suffered from ________.
marketing myopia
many marketers target the generation that is 18 to 34 years old, known as the _____.
millenial generation
the driving force within individuals that impels them to action is known as ______.
motivation
when procter and gamble defines its business as "providing branded products and services of quality and value that improve the lives of the worlds consumers," they are using a ______.
need-focused definition
of the four P's of the marketing mix, price includes _____.
payment methods
_______ can simply be described as "How we see the world around us."
perception
the process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world is known as _____.
perception
joe passes many billboards on his way to work, but rarely even recognizes that they are there because he is paying attention to the road. by protecting himself from being overwhelmed by the billboards, now is engaging in _____.
perceptual blocking
consumers' characteristics can be classed as either consumer-intrinsic or consumption-specific. in this context, consumer-intrinsic features stem from the consumers' physical, social and psychological characteristics. examples of consumer-intrinsic features include _____.
personality traits, cultural values, and income
Qantas targets four distinct segments: coach passengers, premium economy, business and first class, and uses _____ to clearly differentiate between the options targeted at each segment.
positioning
_____ refers to the development of a distinct image for the product in the mind of the consumer.
positioning
the _____ of a product or service is the process by which a company creates a distinct image and identity for its products, services, and brands in consumers' minds
positioning
packaging and warranties are elements of which of the four P's?
product
______ are sought outcomes to be achieved by using a given product or service.
product-specific goals
the 4 P's of the marketing mix are _____
product/service, price, place, promotion
during historical periods when demand exceeded supply, businesses adopted the _____ concept.
production
a ______, is characterized by the gearing up of manufacturing skills in order to expand production.
production concept
"me too" products are _____.
products that lack a unique image or benefit in the eyes of consumers
_____ is/are defined by computing an index based on three quantifiable variables: income, education and occupation
psychographics
needs that we learn in response to our parents, social environment, and interactions with the environment are called ______ needs.
psychological
after buying a mini cooper, kate began paying more attention to advertisements for mini and spent more time on websites reading about how much mini drivers love their cars because she was sympathetic to these messages and found them pleasant. this is an example of ______.
selective exposure
the selling concept focuses on the needs of the _____ and existing products, while the marketing concept focuses on the needs of the _____.
seller; buyer
the focus of the _____ was to sell more of what the manufacturing department was able to produce.
selling concept
_____ is/are the immediate and direct response of the sensory organs to stimuli.
sensation
John drives by the same billboard every day on his way to work. He has seen the billboard so many times, that he no longer notices it. This is an example of ________.
sensory adaption
some TV ads change sensory input by using silence or louder sounds in their ads to generate attention. this is a form of advertising used in order to overcome ______.
sensory adaption
when advertising to teens, matts mobile services focuses its messaging on how its expansive network enables subscribers to stay connected with friends at all times, so subscribers are always accessible and "in the loop" on the latest social news. this is an example of ______.
societal marketing
most marketers prefer to target consumer segments that are relatively _____.
stable in terms of consumption patterns
products, packages, brand names, advertisements, and commercials are examples of ______.
stimuli
your interpretation of visual and sensory input about polo shirts may be different from your classmate's because perception is ______.
subjective
a stimulus may be too faint or brief to be consciously seen or heard, such as a deeply embedded or a very briefly flashed image, but may still be perceived by one or more sensory receptor cells. this is called _____.
subliminal perception
A(n) ______ can take the place of a primary goal when an individual cannot attain a specific goal or type of goal that is expected to satisfy certain needs.
substitute goal
Marketers take advantage of ________ when they extend a brand name associated with one line of products to another.
the halo effect
successful marketers define their markets in terms of _____.
the needs they presume to satisfy
which os the following is true of the relationship between consumers' perceptions and their motives?
the stronger the consumer's need, the greater the tendency to pay attention to related stimuli in the environment
individuals act and react on the basis of ______, not on the basis of ______.
their perceptions; objective reality
motivation is produced by a state of tension, which exists as the result of _____.
unfulfilled needs
