marketing midterm chapter 5

self actualization

which need in Maslow's hierarchy is generally satisfied last?

reverse auctions

which is the means by which companies post purchase requests online and invite suppliers to bid for their business?

commercial

which source of product information can marketers control completely?

perception

___ is the process by which people select, organize, and interpret information to form a meaningful picture of the world. a. retention b. motivation c. selective perception d. perception e. learning

drive

a ____ becomes a motive when it is desired toward a particular stimulus object.

culture

a child in the united states is exposed to many values including achievement and success, freedom, individualism, hard work, and material comfort. These are symbolic of American ___.

economic situations

a marketing firm has been assigned the task of watching trends in spending, personal income, savings, and interest rates. The marketing firm is most likely gathering information about consumers'

reference group

a shoe company's ads feature the members of a popular country music band. Product sales increase significantly among band's fans. From the fans viewpoint, the band is a _____.

status

according to Maslow's hierarchy of needs, which of the following is most likely an esteem need?

the buying center is not a fixed and formally identified unit within a buying organization.

true statement about buying centers:

the family

what is the most important consumer buying organization in society?

generating person to person brand conversations

when marketers want to promote their products and services through word of mouth marketing programs, they typically begin with ____.

dealer web sites

which is a commercial source of product information?

life cycle stage

which is a personal factor that influences a consumer's buying behavior?

lifestyle

which is a psychographic characteristic of a consumer?

family

which is a social factor that influences consumer buying behavior?

organizational factors

which is considered a major influence on business buying behavior?

brand personality

which term is used to describe a specific mix of human traits that may be attributed to a particular brand?

affected by subconscious, hidden motivations

According to Sigmund Freud's theory, a person's buying decisions are ____.

supplier performance review

which is most likely the final stage of the business buying decision process?

information search

Becca wants to buy a new coat. She asks her friend to recommend a store and/or style of coat. She looks for sale advertisements for coats in newspapers and also visits nearby stores to check if she can find a coat in her budget. In this case, Becca is most likely in the ______ stage of the buyer decision process.

need recognition

which is the first stage of the buyer decision process?

evaluation of alternatives

Devon is in the market for a new car. She is seriously considering either a Honda Civic or a Toyota Corolla because they both have excellent quality and safety ratings and are comparable in price. Devon is in the ___ stage of the buyer decision process.

company buying site

GE operates a company trading site where it posts purchasing needs, invites bids, negotiates terms, and places orders. This is an example of ___.

social

Hallmark's classic "when you care enough to send the very best" slogan appeals to which need category in Maslow's hierarchy ?

total market

Many marketers now embrace a ____ strategy, integrating ethnic and cross-cultural perspectives within their mainstream marketing.

cues

The mcdonald's corporate brand name and golden arches can be classified as ___ that may potentially stimulate an individual's attention and decision about whether or not to dine at the restaurant.

opinion leaders

___ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert social influence on others.

Asian Americans

___ are the most affluent and brand conscious demographic segment in the United States.

lagging adopters

___ are tradition bound, suspicious of changes, and adopt an innovation only earn it has become something of a tradition itself.

buzz marketing

____ involves enlisting or even creating opinion leaders to serve as brand ambassadors who spread the word about a company's products.

cognitive dissonance

discomfort caused by post purchase conflict

complexity

electric cars are not considerably different or difficult to drive relative to gas powered cars. however, this is not aligned with the perceptions or conceptual concerns held by the public about the new technology. this will likely slow the adoption rate due to the ____ of the innovation.

reorders something without any modifications

in a straight theory, a buyer ___.

purchase decision

jeff is in the process of buying a new car. He carefully analyzes the features that he wants in a car, and perceives significant differences in price, quality, and features among three of his favorite models. He rates the models on each factor and ranks them in order of his preference. To which of the following stages of the buyer decision process will Jeff most likely proceed next?

post purchase behavior

Simone bought two bottles of wine from two vineyards in Bordeaux. When asked for an opinion on the quality of the wines, she later mentioned that the Pontet Canet tasted like alcoholic grape juice, but the Chateau Margaux had a crisp taste that she really enjoyed. which stage of the buyer decision process do simony's remarks reflect?

selective retention

____ means that consumers are likely to remember good points made about a brand they favor and forget about the good points made about competing brands.

personality

____ refers to the unique psychological characteristics that distinguish a person or group.

attitude

a ___ describes a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea.

status

a _____ reflects the general esteem given to the different roles of a person by society.

motive

a baby boomer decides to purchase a BMW to impress others with her success. This illustrates the importance of understanding the role of ____ in the marketing process.

systems selling

a business strategy where business buyers prefer to buy a complete solution to a problem from a single seller rather than buying and consolidating separate products and services from several suppliers.

straight rebuy

a company regularly purchases cleaning supplies from a vendor and orders relatively consistent amounts of the same products on each purchase from the same vendor. this is an example of ___.

evaluation

in which stage of the adoption process does a consumer consider whether trying a new product makes sense?

interest

in which stage of the adoption process does a consumer seek information about a new product?

relative advantage

the degree to which an innovation appears superior to existing products

compatibility

the degree to which an innovation fits the values and experiences of potential consumers

divisibility

the degree to which an innovation may be tried on a limited basis

communicability

the degree to which the results of using an innovation can be observed or described to others.

personal

the most effective sources of information about a product tend to be _____.