Consumer Behavior Quiz 1 Chapter 2

Inter between sets of material to be learned increases as the ____ of their content increases?

Dissimilarity (thinks Jelins)

The two type of position strategies practiced by marketers are:

Specific and competitive

The concept of developing products and service that possess specific qualities desired by homogeneous groups is called

benefit segmentation

The logic of market segmentation is based on the fact that:

demand increase as market segments increase in size (thins Eva) (--or--) all buyer are not alike (thinks Jelins)

A marketing manager is identifying a smaller more homogeneous market than had before, the most likely reason for this is:

develop a more precise marketing mix

Information collected from market research cannot:

eliminate risk

____ consists of the assessment of the various forces that act upon the firm and its markets

environmental analysis

The goal of product positioning is to

establish the product clearly in consumers' minds as distinct from the competition

The 3 steps in solving managerial problems involve

gathering information, identifying relevant consumer behavior concepts and developing managerial strategy

Marketing manager must understand the _____ part of the consumer decision process when determining features to place in a product:

information search

Broadly speaking, the purpose of the segmentation strategy is to

look for differences in the total market on which to base the firm's marketing mix

Taking a heterogeneous market and dividing it into a number of smaller, more homogeneous submarkets is referred to:

market segmentation

Phenomena such as weather, climate, and earthquakes are considered part of:

natural environment

A brand's position is often assessed with the help of

perceptual maps

_____ involves the process of influencing how customers perceive a brand relative to competitor offerings

positioning

The process of positioning the product by manipulating the marketing mix so that consumers can perceive meaningful differences between a brand and competing brands is called:

product differentiation

A key element in the selection of a market segment to which to appeal is the assumption that:

products cannot succeed without being targeted to specific homogenous segments of the market

The subdivision of the marketplace into relatively homogenous subsets of consumers having similar need and wants is the definition of:

segmentation

Product positioning involves:

the attempt to influence product demand by developing and promoting a product with specific characteristics that differentiate it from competitors.

What is a major contribution to the understanding of consumer spending patterns made by behavioral economists?

the consumer sector of the economy can strongly influence the aggregate economy