Marketing 315 Final WVU Reshadi
Impulse Purchase
An item that is bought without previous planning or consideration of the long-term effects
Disposition of product
Get rid of product by: Recycling Throwing away Trade in Sell Give away Loan
Problems with Online Shopping
Lack of 'touch' Prefer not to give personal info Delivery is too expensive Returning the item is a hassle Prefer to research online and buy offline Dont find the need to buy online Cant speak to sales assistant
•Dimensions of Brick and mortar store image
Merchandise service clientele physical facilities convenience promotion store atmosphere post-transaction
Disposition of package
Retain by: Storing Using for original purpose Using for new purpose
Dimensions of Online Stores Image
Usefulness Enjoyment Ease of use Trustworthiness Style Familiarity Settlement
1. A non-geographically bound community, based on a structured set of social relationships among owners of a brand and the psychological relationship they have with the brand itself, the product in use, and the firm, is known as a _____. a. brand community b. cohort group c. purchase consortium d. clone group
a
1. Claire is 6 years old and begged her mother for a Barbie doll that she saw ice skating in a television commercial. Her mother explained to her that the doll won't be able to ice skate and that she will have to make the doll move. She was trying to explain to Claire that the toys she sees in advertisements are probably going to look more fun than they actually are. Claire's mother is exhibiting _____. a. mediation b. interpretation c. modeling d. terminal training
a
1. Dr. Rosenfeld is the doctor on Sunday House Call, a Sunday morning health program on the Fox News channel. Dr. Rosenfeld is highly esteemed in his field and provides up-to-date medical information for viewers. Sometimes, he recommends specific products, and Valerie, a regular viewer of the program, trusts what he says or recommends because he doesn't seem to have an apparent motive to mislead viewers. Which characteristic does Dr. Rosenfeld possess? a. source credibility b. source derogation c. source experience d. source attractiveness
a
1. Harold was born in 1923. He entered young adulthood during World War II and served in the Navy during that war. He has witnessed radical social, economic, and technological change in his lifetime. To which generation does he belong? a. pre-Depression generation b. Depression generation c. Generation X d. Generation Y
a
1. In which of the following consumption situations will a reference group's influence be strongest? a. when the use of the product or brand is visible to the group b. when the consumer is confident in the purchase situation c. when the individual's commitment to the group is low d. when the reference group is large
a
1. In which situation is the likelihood of an individual seeking an opinion leader high? a. high product/purchase involvement and low product knowledge b. high product/purchase involvement and high product knowledge c. low product/purchase involvement and low product knowledge d. low product/purchase involvement and high product knowledge
a
1. Individuals who filter, interpret, or provide product and brand-relevant information to their family, friends, and colleagues are known as _____. a. opinion leaders b. market mavens c. interpreters d. market leaders
a
1. Motives that are known and freely admitted are called _____. a. manifest motives b. latent motives c. objective motives d. primary motives
a
1. Nike has several models of athletic shoes, and most have high functionality. However, several models are also sleek looking and can actually make a fashion statement for the wearer as well as performing the functional aspects of the product. By going beyond the cognitive associations of functionality and attempting to tap consumers' affective reactions, Nike and other marketers are developing products with _____. a. aesthetic appeal b. aspirational appeal c. benefit appeal d. personality appeal
a
1. Nonconventional marketing activities that use a limited budget and can increase buzz are known as _____. a. guerilla marketing b. undercover marketing c. online guides d. e-gossip
a
1. One's position relative to others on one or more dimensions valued by society is known as one's _____. a. societal rank b. social status c. social standing d. social sphere
a
1. Very high levels of purchase involvement tend to produce _____. a. extended decision making b. nominal decision making c. affective decision making d. limited decision making
a
1. What are the two basic forms of conditioned learning? a. classical and operant b. classical and iconic c. iconic rote and modeling d. analogy and metaphor
a
1. When Honda introduced its Odyssey mini-van, its advertising merely claimed, "It's the Honda of mini-vans." This is an example of _____. a. brand leverage b. brand generalization c. brand discrimination d. brand substitute
a
1. Which construct represents an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response? a. motive b. personality c. emotion d. perception
a
1. Which dimension of self-concept refers to the individual's perception of who I am now? a. actual self-concept b. ideal self-concept c. private self-concept d. social self-concept
a
1. Which of the following are components of the physical environment? a. colors, aromas, music, and crowding b. normal and expanded usage c. utilitarian and hedonic product characteristics d. moods and momentary conditions e. internal and external influences
a
1. Which of the following is NOT a factor that creates problems in literal translations and slang expressions? A) differences in the direction in which written words are read B) symbolic meanings associated with words C) absence of some words from various languages D) All of these are factors that create problems in literal translations and slang expressions.
a
1. Which of the following is an individual characteristic that influences interpretation? a. expectations b. organization c. changes d. clutter
a
1. Which of the following refers to HOW children learn with respect to consumption? a. the process of consumer socialization b. the rate of consumer socialization c. the impact of consumer socialization d. the content of consumer socialization
a
1. _____ attempts to create an association between a response (e.g., buying a brand) and some outcome (e.g., satisfaction) that serves to reinforce the response. a. Operant conditioning b. Iconic rote conditioning c. Classical conditioning d. Vicarious conditioning
a
1. _____ refers to the schematic memory of a brand. a. Brand image b. Brand equity c. Brand leverage d. Brand position
a
Store Image
a given consumer's or target market's perception of all the attributes associated with a retail outlet •Every store has a specific image (Same as brand image)
1. A major basis for concern about marketing to children is their inability to fully process and understand commercial messages. Much of the theory and research in this area is based on _____. a. Weber's intellect enhancement theory b. Piaget's stages of cognitive development c. Pavlov's process acquisition stages d. none of these
b
1. Brands in the schematic memory that come to mind (are recalled) for a specific problem or situation are known as the _____. a. preferred set b. evoked set c. accessible set d. primary set
b
1. Carla and her family lost their home and everything in it in to a fire. People would console her by saying that at least her family was not harmed and that everything else can be replaced. She would reply, "I know it was just stuff, but it was our stuff and was special to us." This is reflecting Carla's _____. a. self-concept b. extended self c. past self d. ideal self
b
1. Emma noticed that she was almost out of gas, so she pulled into the nearest gas station and filled up her tank. Emma's decision on which gas to purchase is characterized by _____. a. a high level of cognitive processing b. a low level of purchase involvement c. limited decision making d. extended decision making
b
1. For which type of products can affect, emotions, and Aad play a role in more conscious, high-involvement settings? a. durable products b. hedonic products c. services d. nondurable products
b
1. Gertrude is 93 years old, but she perceives herself to be about 65 years old. Sixty-five is Gertrude's _____ age. a. real age b. cognitive age c. perceptual age d. chronological age
b
1. High-involvement learning often involves _____. a. classical conditioning b. analytical reasoning c. iconic rote learning d. all of these
b
1. 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? a. because he is required to do so b. because it is a ritualized consumption experience c. to elicit return favors d. as a return favor e. because he hopes the receiver will share the gift
b
1. Karen's father is an executive for a major international corporation and has been transferred to various countries over the years. With each move, Karen is enrolled in a new school. Even though English is spoken in the schools she attends, there are students from all over the world whose parents have jobs similar to Karen's father. With each new school, Karen spends the first few weeks merely observing the other students to learn which behaviors are appropriate in specific situations because she's learned that at each school the kids behave differently. Karen is attempting to learn that student body's specific _____ regarding behavior. A) guidelines B) norms C) prescriptions D) rules
b
1. Rayna provides a significant amount of information to others across a wide array of products, including durables and nondurables, services, and store type. She can provide information on product quality, sales, usual prices, product availability, store personnel characteristics, and other features of relevance to consumers. Rayna is best described as a(n) _____. a. opinion leader b. market maven c. shopping expert d. influencer
b
1. The other individuals present in the particular situation are referred to as the _____. a. servicescape b. social surroundings c. physical surroundings d. store atmosphere e. temporal perspective
b
1. What are two important long-term memory structures? a. primary and secondary b. schema and scripts c. semantic and conceptual d. conceptual and imagery
b
1. What has been found to improve the results of cause-related marketing programs? a. the amount of money donated b. the fit between the company and the cause c. supporting causes that help children d. supporting causes that help the environment
b
1. Which component of attitudes consists of a consumer's beliefs about an object? a. affective b. cognitive c. factual d. behavioral
b
1. Which of the following is NOT a step in the information-processing model? a. exposure b. comparison c. attention d. memory
b
1. Which of the following is TRUE regarding value-expressive versus utilitarian appeals? a. Utilitarian appeals attempt to build a personality for the product or create an image of the product user. b. Utilitarian appeals are most effective for functional products. c. Products serve either a utilitarian purpose or a value-expressive purpose, but not both. d. For value-expressive products, banner ads on websites serve primarily to transport consumers to the more detailed target ads or sites.
b
1. Which of the following is an ability factor related to attention that may require less attention to the brand's ads by an individual due to that individual's high existing knowledge? a. involvement b. brand familiarity c. brand equity d. contrast
b
1. Which of the following occurs when a company provides financial support for an event such as the Olympics or a concert? a. third-party endorsement b. sponsorship c. celebrity endorsement d. source credibility
b
1. Which of the following reflects the relatively stable behavioral tendencies that individuals display across a variety of situations? a. motivation b. personality c. emotion d. perception
b
1. Which trait reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products? a. need for affiliation b. consumer ethnocentrism c. agreeableness d. introversion
b
1. Which type of reference group influence occurs when an individual fulfills group expectations to gain a direct reward or to avoid a sanction? a. informational b. normative c. identification d. transient
b
1. _____ involves creating or sponsoring an event that has a particular appeal to a market segment. a. Place-based marketing b. Event marketing c. Target marketing d. Specific marketing
b
1. _____ motives deal with the need to reach satisfying feeling states and to obtain personal goals. a. Cognitive b. Affective c. Preservation-oriented d. Advancement-oriented
b
1. A distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity is known as a _____. a. clone group b. dissociative reference group c. consumption subculture d. purchase consortium
c
1. A set of human characteristics that become associated with a brand is referred to as _____. a. brand image b. brand equity c. brand personality d. brand positioning
c
1. Carissa is highly involved is a purchase decision for a new car. She has searched the Internet, visited car dealerships, talked to friends and family, and paid attention to advertisements. According to the elaboration likelihood model, by which route is Carissa likely to be persuaded? a. primary route b. secondary route c. central route d. peripheral route
c
1. Darcy is considering the purchase of living room furniture. While there are several national-chain furniture stores in her city, she is not considering Haverty's because she's purchased furniture from this store before and has been dissatisfied. For Darcy, this furniture retailer is included in her _____. a. evoked set b. consideration set c. inept set d. excluded set e. inert set
c
1. Feelings or emotional reactions to an object reflect the _____ component of an attitude. a. knowledge b. cognitive c. affective d. behavioral
c
1. Groups with negative desirability are referred to as _____. a. primary reference groups b. secondary reference groups c. dissociative reference groups d. aspiration reference groups e. unattractive reference groups
c
1. High-involvement learning often involves _____. a. classical conditioning b. iconic rote learning c. operant conditioning d. all of these
c
1. How does mere exposure enhance attitudes? a. by changing beliefs b. by adding beliefs c. through enhanced familiarity d. through shifting importance e. by changing perceptions of the ideal
c
1. If the target market engages in limited decision making and the brand is not part of their evoked set, the objective will be to _____. a. disrupt the existing decision patterns b. capture as large a share of the purchases as practical c. intercept the consumer during the search for information on the brands in the evoked set d. develop a strong position on those attributes important to the target market e. defend against the disruptive tactics of competitors
c
1. In which type of learning situation does the consumer have little or no motivation to process or learn the material? a. explicit learning b. implicit learning c. low-involvement learning d. high-involvement learning
c
1. Individuals frequently purchase products thought to be used by a desired group in order to achieve actual or symbolic membership in the group. This type of group is referred to as a(n) _____. a. primary reference group b. dissociative reference group c. aspiration reference group d. attractive reference group
c
1. Jennifer sees herself as a loving, caring mother and wife. She also sees herself as an accomplished professional. Finally, she sees herself as a good citizen and devoutly religious person who takes the concerns of others seriously and tries to make the world a better place for those less fortunate than she and her family. This totality of Jennifer's thoughts and feelings about herself is known as her _____. a. inner peace b. inner self c. self-concept d. personal identity
c
1. Many companies develop special marketing mixes for a segment of a larger culture whose members share distinguishing values and patterns of behavior. These segments are known as _____. a. sub-segments b. subgroups c. subcultures d. reference groups
c
1. Marketers must promote _____ rather than _____, especially for less knowledgeable consumers and for complex products. a. features; benefits b. benefits; avoidance c. benefits; features d. features; contents e. consistency; inconsistency
c
1. Regulatory focus theory suggests that ____. a. consumers will react differently depending on which broad set of motives is most inconspicuous b. when prevention-focused motives are less salient, consumers seek to avoid negative outcomes c. when promotion-focused motives are less salient, consumers seek to gain positive outcomes d. consumers will react differently depending on which broad set of motives is most salient
c
1. Self-concepts have been categorized into two types, which are _____. a. primary and secondary b. manifest and latent c. independent and interdependent d. yin and yang
c
1. 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? a. physical features b. social surroundings c. temporal perspective d. task definition
c
1. Sponsorship of ethnic events is _____. a. unpopular because the events do not connect with ethnic subcultures b. popular as the only way of marketing to ethnic subcultures c. a means of engaging an ethnic subculture in an authentic way d. not supported by major corporations in the United States
c
1. The U.S. Census Bureau's overall projections of ethnic subculture size understate the importance of ethnic groups to specific _____. a. people b. points in history c. geographic regions d. languages
c
1. The more consistent an individual is on all status dimensions, the greater the degree of _____ for the individual. a. status maturity b. status inflexibility c. status crystallization d. status flexibility
c
1. The practice whereby a firm promotes environmental benefits that are unsubstantiated and on which they don't deliver is known as ________. a. eco-friendly b. envirosafe c. greenwashing d. none of these
c
1. The term used for percentage of people who click through a banner ad to the corporate website is known as the _____. a. response rate b. turnover rate c. click-through rate d. rating e. hits
c
1. Which generation is considered to be more self-centered, individualistic, economically optimistic, skeptical, suspicious of authority, and focused on the present than other generations? a. pre-Depression generation b. Depression generation c. baby boom generation d. Generation X
c
1. Which of the following is NOT a criterion used to classify groups? a. membership b. strength of social tie c. number of members d. type of contact
c
1. Which of the following is NOT an example of an environment-oriented value? A) cleanliness B) tradition/change C) competitive/cooperative D) problem solving/fatalistic
c
1. Which of the following is a theory about how attitudes are formed and changed under varying conditions of involvement? a. cognitive dissonance theory b. theory of reasoned action c. elaboration likelihood model d. attribution theory
c
1. Which of the following is considered an outward expression of one's self-concept? a. demographics b. geographics c. lifestyle d. attitudes
c
1. Which of the following is one of the defining characteristics of American society? a. aversion to change b. collectivism c. individualism d. extended family
c
1. Which of the following statements is FALSE regarding the religious/secular value in American society? a. A religious group does not control the educational system, government, or political process. b. Most people's daily behaviors are not guided by strict religious guidelines. c. America is basically a religious society. d. Religious-based beliefs do influence decisions.
c
1. Which term is often used interchangeably with the term "motivation"? a. personality b. emotion c. need d. perception
c
1. Which type of appeal attempts to build a personality for the product or create an image of the product user? a. humorous appeal b. utilitarian appeal c. value-expressive appeal d. hedonic appeal
c
1. _____ attempts to create an association between a stimulus (e.g., brand name) and some response (e.g., behavior or feeling). a. Analogous conditioning b. Iconic rote conditioning c. Classical conditioning d. Modeled conditioning
c
1. _____ occurs when a child learns appropriate, or inappropriate, consumption behaviors by observing others. a. Consumer training b. Instrumental training c. Modeling d. Mediation
c
Disposition
can help the consumer through this process Also important to government officials because we need to take care of our environment Ex. Best Buy's "Buy Back Program"
A substantial amount of effort is currently being focused on _______________________
customer loyalty programs
1. A series of activities by which stimuli are perceived, transformed into information, and stored is called _____. a. marketing b. interpretation c. learning d. information processing
d
1. Attention is determined by which factor? a. the stimulus b. the individual c. the situation d. the stimulus, individual, and situation
d
1. Dana is watching television when a commercial for a brand of bathroom cleaner comes on. She is not very interested in the product category, but the ad was entertaining and made her laugh. As a result, she had a positive attitude toward the brand of cleaner advertised. According to the elaboration likelihood model, which route to persuasion influenced Dana? a. primary route b. secondary route c. central route d. peripheral route
d
1. Freddy is purchasing a new car, and he has decided that gas mileage, price, reliability, and styling are important to him. These attributes represent Freddy's _____. a. evoked set b. evoked criteria c. consideration criteria d. evaluative criteria e. evaluative set
d
1. In Germany, one concern retailers have is ensuring that cash drawers have enough money to make change when consumers make purchases. One company went so far as to use a computerized model that monitored the weight of the cash drawer and signaled a need for replenishment. This is such a concern because consumers typically use cash to make purchases, which differs from other countries, such as the United States, where credit card use is more common. Which cultural value does this illustrate? a. hard work/leisure b. competitive/cooperative c. material/nonmaterial d. postponed gratification/immediate gratification
d
1. John and Dawn have been married for more than 20 years. They have lived in their home in Northville, MI (a suburb of Detroit), with their three children for most of those years. According to the Census Bureau, which type of household do they live in? a. suburban household b. urban household c. rural household d. family household
d
1. Sarah and her three roommates share an apartment. According to the Census Bureau, Sarah and her roommates constitute a _____. a. family b. nontraditional family c. blended family d. household
d
1. Transient feeling states that are generally not tied to a specific event or object are known as _____. a. No-ncontextual effects b. traits c. temporal effects d. moods
d
1. What are the major individual factors affecting attention? a. needs and wants b. motivation and needs c. exposure and interpretation d. motivation and ability
d
1. What are the two major ways time varies between cultures? A) primary and secondary B) work and leisure C) family and personal D) perspective and interpretation
d
1. Which of the following are the two interrelated components of memory? a. primary and secondary memory b. conditioned and unconditioned memory c. operant and classical memory d. short-term and long-term memory
d
1. Which of the following is NOT an example of an environment-oriented value? a. cleanliness b. tradition/change c. nature d. competitive/cooperative
d
1. Which of the following is an online "pass-it-along" strategy? a. online guides b. dispersion c. blogs d. viral marketing
d
1. Which of the following statements is FALSE regarding cross-cultural marketing? a. Marketing across cultural boundaries is a difficult and challenging task. b. Increasingly, globalization means mutual influence as products, brands, cultures, and values move back and forth across the world. c. There are both subtle and direct ethical issues involved in international marketing. d. While marketing strategy is heavily influenced by cultural factors, it does not influence aspects of cultures.
d
1. Which of the following statements regarding education is FALSE? a. Education is increasingly critical for a "family wage" job. b. Traditional high-paying manufacturing jobs that required relatively little education are rapidly disappearing. c. Education clearly drives income in today's economy. d. Education does not influence how one thinks, makes decisions, and relates to others.
d
1. Which term is used to refer to the application of marketing principles and tactics to advance a cause such as a charity, an ideology, or an activity? a. cause marketing b. social marketing c. personal marketing d. cause marketing and social marketing
d
1. Which type of group's presumed perspectives or values are being used by an individual as the basis for his or her current behavior? a. cohort group b. generation group c. community group d. reference group
d
1. Zipping, zapping, and muting are simply mechanical ways for consumers to selectively avoid exposure to advertising messages, often referred to as _____. a. exposure avoidance b. selective perception c. selective interpretation d. ad avoidance
d
1. _____ is a drive state created by consumer interests and needs. a. Ability b. Emotion c. Cognition d. Motivation
d
1. _____ is the process of describing and explaining the attitudes, values, and behaviors of an age group as well as predicting its future attitudes, values, and behaviors. a. Census analysis b. Demographic analysis c. Generation analysis d. Cohort analysis
d
1. The evoked set is also called the _____. a. evaluative set b. alternative set c. awareness set d. preferred set e. consideration set
e
1. Which of the following is an approach used by marketers to increase consumers' affect toward their brand? a. classical conditioning b. create a positive affect toward the ad or website c. mere exposure d. classical conditioning and create a positive affect toward the ad or website e. classical conditioning, create a positive affect toward the ad or website, and mere exposure
e
Customer Satisfaction
happens when consumers' experience exceeds what they expected = Experience - Expectation
Product display
materials are those included with product displays located at the ends of aisles (end caps), on the store floor, and so on.
Post-purchase Dissonance
occurs when a consumer has doubts or anxiety regarding the wisdom of a purchase made
Retail outlet
refers to any source of products or services for consumers. •Technology has changed the way consumers shop and is evolving the retail scene
Relationship marketing
to create strong, even emotional, customer connections to a brand/store that can lead to ongoing business, positive word-of-mouth, loyalty and commitment •One way to increase satisfaction, repeat purchase and loyalty
•Omni-channel shoppers
•Consumers who browse and/or purchase in more than one channel simultaneously. •These consumers are digitally savvy •Mostly refers to consumers who use technology in the physical store to search for information
•Multi-channel shoppers
•Consumers who browse and/or purchase in more than one channel.
•Firms need to satisfy consumer expectations by
•Creating reasonable expectations through promotional efforts, and •Maintaining consistent quality so the reasonable expectations are fulfilled.
Five Key Elements to Relationship Marketing
•Developing a core service or product around which to build a customer relationship •Customizing the relationship to the individual customer •Marketing to employees so that they will perform well for customers •Augmenting the core service or product with extra benefits (e.g., loyalty programs) •Pricing in a manner to encourage loyalty (e.g., Kroger's pricing for shoppers with cards)
In what ways can a consumer reduce Post-purchase dissonance?
•Increase the desirability of the brand purchased •Decrease the desirability of rejected alternatives •Decrease the importance of the purchase decision •Reverse the purchase decision (return before use)
product nonuse
•Not-use it or under use it (it spoils or they donate it or throw it away) •If consumers don't use the product: They won't buy it again It will increase that dissonance
Perceived Risk
•Social cost - others' opinion •Financial cost - paying for a poor quality •Time cost - need to deal with the poor quality product after the purchase •Effort cost - efforts can be ruined by poor product performance •Physical cost - harmful effect of the product.
What is meant by social risk? How does it differ from economic risk?
•Social risk - others' opinion •Economic risk - paying for a poor quality
Store Brands
•Store brands are closely related to store image, and at the extreme, the store or outlet is the brand. •The key to success of store brands--high quality at a reasonable price (not reasonable quality at a low price). •Increasingly retailers such as Walmart and Target are developing and promoting high-quality brands with either the store's name or an independent name.
What characteristics of a purchase situation are likely to contribute to Post-purchase dissonance?
•The importance of the decision to the consumer •The difficulty of choosing among the alternatives •The individual's tendency to experience anxiety •The degree of commitment or irrevocability of the decision
in-store purchase decision
•What we offer in our physical or online store can influence consumers' choices •Unplanned purchases: consumers make purchases at a retail outlet that are different from those the consumer planned to make prior to entering that retail outlet.
Shelf-based materials
•are placed in the main shelf for the product category and include price signage, coupon dispensers, shelf talkers, and dangling signage
What in-store and/or online characteristics can influence brand and product choice
•may happen due to promotions, advertisement or helping them recognize a need they have. Product display Shelf-based materials Price reductions Outlet atmosphere Stockout situations Sales personnel Website design and mobile applications
Use innovativeness
•refers to a consumer using a product in a new way This could lead customers to buy a product not for its intended purpose.
