MKTG Exam 2
What are the three things product modifications do?
Quality Functional Astheic
Who was the guest speaker on collaborative consumption?
Rachel Botsman
What the the three levels of brand loyalty?
Recognition Preference Insistence
What are the 3 types of collaborative consumption systems?
Redistribution Markers Collaborative Lifestyles Product Service Systems
What is the most important service quality?
Reliablity
Advertisers often use ____ to boost consumers' information retention and recall, which may facilitate the information search stage.
Repetition
Digital influences, such as online review sites and social networks, allow shoppers to reduce their _______ by gaining information from others.
Risk in trying an unknown product
What are the types of problem solving strategies consumer have?
Routinized Response Limited Problem Solving Extended Problem Solving Impulse Buying
While shopping at a local grocery store, Cameron sees a display of his favorite brand of energy drink. He buys some to take home for the weekend. This purchase process would be described as
Routinized response behavior
What was the USCPSC / CPSC video about?
Safety Testing They test all kinds of products
What happens during the maturity stage of a product life cycle?
Sales level off Need to find new users and uses EX: Baking Soda uses
How to protect your brand name?
Strong brand name not to descriptive Make is a trademark for 10 years Unique and consistent brand logo Lawsuit
What are the dimensions of service quality?
Tangibles Empathy Assurance Reliability Responsiveness
What is situational involvement?
Temporary, or dynamic involvement resulting from a particular set of circumstances
What was the brand character in the brand video?
The Geico Gecko
What was the Arabian Motors video about?
The Trial portion of the customer product adoption process Nissan SUV They parked a car in front of other cars and made them get in the car
What is product line depth?
The amount of products in one line EX: Sell many different types of chairs, but only chairs
What is consumer buying behavior?
The decision processes and purchasing activities of people who purchase products for personal or household use and not for business purposes
What is involvement?
The degree of interest in or importance of a product
What is customer-based brand equity?
The differential effect that brand knowledge has on consumer response to the marketing of that brand Consumers respond more positively when they know what the brand is and more negatively when they don't
What is the client public?
The direct consumer
What is the core product?
The driving reason for purchase
What is an example of product modification?
The evolution of the corvette
What is an example of tangible in service quality?
The freshness of food
What is inseparability?
The inability of the production and consumption of a service to be separated; consumers must be present during the production
What is the target public?
The interest parties
A group of brands that a consumer views as alternatives for possible purchase is called a(n)
The is a Consideration Set
What is brand equity?
The marketing and financial value associated with a brand's strength in a market
What is product width?
The number of different product lines EX: Sell chairs, tables, lighting, etc.
What is enduring involvement?
The ongoing and long-term involvement with a product or product category
What is an example of a situational influence?
The type of music being played in a store How crowded the store is A smell can affect someone
What are some examples of lost trademarks?
Thermos, Q-Tip, Nylon
What are situational influences?
These are influences that the environment has on someone
Why does stores have personal brands?
They can control cost/profit and may have a competitive advantage
What does the lower case B in branding mean?
This a name, term, design, symbol, or other feature that makes the brand unique
Which of the following influences on the consumer buying decision process result from time, circumstances, and location?
This influence is Situational
What is impulse buying?
This is a decision making process that is done with no thought at all
What is a limited problem solving strategies?
This is a problem-solving strategy that costs a little more and more time spent on it
What is an extended problem solving strategies?
This is a problem-solving strategy that costs a lot more and a lot of time is spent on it
What is a routinized response problem solving strategies?
This is a problem-solving strategy that is done out of habit, cost very little, time spent on it is short.
What is empathy in service qulaity?
This is acting like you care about the consumer EX: You listening to a customers problem
What is cognitive dissonance?
This is buying something you are unhappy with, paid to much for, etc.
What is screening in the product development process?
This is figuring out what product has the most promise to move forward with
What is collaborative consumption?
This is reinventing old market behaviors (such as bartering, renting, lending, etc.) through new technologies and on a larger scale
What does the upper case B in branding mean?
This is what a person thinks the brand means or what the brand means to that person
What is problem recogintion?
This occurs when a buyer becomes aware of a difference between a desired state and an actual state
What is buying behavior?
the decisions and actions of people involved in buying and using products
What is packaging?
the development of a container and a graphic design for a product
Many aspects of consumer buying decisions are affected by the individual's level of involvement. Level of involvement is
he importance and intensity of interest in a product in a particular situation
Extended decision making is the type of consumer decision-making process that
is the most complex decision-making behavior, which comes into play when a purchase involves unfamiliar, expensive, or infrequently bought products.
How does Taco Bell define a heavy user?
"Super Fan" Someone who eats taco bell twice a week
What is a problem user?
Angry costumer Shop lifter
What are key points to keep in mind about designing a product?
Appearance Manufacture & Distribution Actual Use
What was the last video in the packaging module?
Puma Ben and Jerry
What are the 4 drivers of collaborative consumption?
1. A renewed belief in the importance of community 2. A lot of peer-to-peer social networks and real-time technologies 3. Pressing unresolved environmental concerns 4. A global recession that shocked consumer behavior
What is the consumer buying decisions process?
1. Problem Recognition 2. Information Search 3. Evaluation of Alternatives 4. Purchase 5. Post Purchase Evaluation
An internal energizing force that directs a person's activities toward satisfying needs or achieving goals is best described as _______.
A Motive
What is service quality?
A customers' perceptions of how well a service meets or exceeds their expectations
What is a consideration set?
A group of things that we are already comfortable with
Whats an example of service?
A haircut
What was the situational influences video about?
A new bride trying in dresses The social setting and the people had an influence
What was the Blendtec video about?
A product in the maturity stage They make blenders for restaurants and bars, then changed to homes
What was the problem customer video about?
A restaurant that wanted a customer with a crying baby to leave because it was hurting business
What are the types of business products?
Accessory Equipment Business Services Component Parts MRO Supplies (maintenance, repair, operations) Installations/Major Equipment Process Materials Raw Materials
What are line extensions in a product mix?
Adding more products variety of products EX; Sugar free jello, Pudding Pops
What are the three types of product tests?
Alpha (in house) Beta (customers test it at home) Gamma (Throughly evaluated by customers)
What is an example of reliability in service quality?
An accurate bank statement
What is an example of responsiveness in service quality?
An ambulance arriving within 3 minutes
Companies often use social media influencers popular with their target market to promote their products. In this case, the influencers represent a(n) _______.
Aspirational Reference Group
Which of the following consists of three major components: cognitive, affective, and behavioral?
Attitude
What is the costumers product adoption process?
Awareness Interest Evaluation Trial Adoption (buying)
What is heterogeneity?
Because humans do it, the service quality can be different
The attitude toward the object model (known as the Fishbein model) consists of which three elements?
Beliefs about product attributes, the strength of beliefs, and the evaluation of beliefs
What was the defending brand video about?
Chick-fil-a sued a guy for his slogan
What are the types of publics in non-profit target markets?
Client Public Target Public General Public
What was the key problem coke-cola faced?
Coke never established a generic product name for a cola beverage
What are the two categories of products?
Consumer Business
Purposeful actions to take advantage of or harm others during a transaction is best described as
Consumer Fraud
Behavior that violates generally accepted norms of a particular society is best described as _______.
Consumer Misbehavior
Copying computer software, video games, movies, or music without paying the producer for them is an example of _______.
Consumer Misbehavior
What are the types of consumer products?
Convenience Products Shopping Products Specialty Products Unsought Products
During the final stage of the consumer buying decision process, a person might experience cognitive dissonance, which is _______.
Doubts in the buyer's mind about whether purchasing the product was the right decision
In which of the following stages of the consumer buying decision process does a person use evaluative criteria to assess a consideration set?
Evaluation of alternatives
What are the benefits of test marketing?
Exposes the product to the market Shows weakness of product Reduces risk
Emily is buying furniture for her apartment for the first time. She is spending considerable time and effort comparing the products that different stores offer. Which type of decision-making process is she using?
Extended
High-involvement, unfamiliar, and expensive products such as cars are most likely to involve _______.
Extended Decision Making
What oil company did Prof Troy work for?
Exxon Mobil
The process through which a person acquires the knowledge and skills to function as a consumer is best related to which of the following social influences on the buying decision process?
Family Influence
What are the different ways to name brands?
Fanciful (made up; EX: Nerf) Arbitrary (random; EX: Apple computers) Suggestive (EX: Mr. Clean) Descriptive (EX: 5-Hour Energy) Generic
What is commericlization?
Finally making all of the stuff
What are the aspects of concept testing in the product development process?
Form (What is it physically) Benefit (what it does for customers) Technology (Whats new about it)
What was the service marketing video?
Give 'em the pickle Mr. Farrell
What are the two types of "special" consumers?
Heavy Loyal User Problem User
What is the Taco Bell video about?
Heavy User consumer Conan talk show
What is the hair cut video about?
Heterogeneity
What are the two types of involvement?
High-Involvement Products Low-Involvement Products
What happens during the introduction stage of a product life cycle?
Highest degree of risk Consumers need to be informed and taught about it
What was the functional modification video about?
Hyundai Smart park (assisted parking)
What are the stages of the product development process?
Idea Generation Screening Concept Testing Business Analysis Product Development Test Marketing Commercialization
When was Ivory soap first sold?
In 1879
When was Charmin toilet paper first sold>
In 1928
What is the general public?
Indirect consumers
According to Maslow's hierarchy of needs,
Individuals first satisfy the most basic needs and then try to fulfill needs at the next level up.
What was the dental care video about?
Inseparability
What are the characteristics of services?
Intangibility Inseparability Perishability Heterogeneity Client Relationships Customer Contact Amount
What was the brand sound that was in the brand video?
Intel Computer sound
Within the information search step of the consumer buying decision process, what two primary aspects exist?
Internal search and external search
What are the two locations to search for information?
Internally Externally
Assignment of meaning to organized information inputs is called
Interpretation
What are the stages in a product life cycle?
Introduction Growth Maturity Decline
What was Starbucks video about?
Involvement In Purchasing (Routinized, Limited, Extended) Mobile Order and Pay
What was the Heifer International video about?
Is is about target public Its basically an animal sharing thing
What is a High-Involvement Products?
Is it visible to other, expensive, high social risk
What is product mix?
Its the total set of product items and product lines
What is a Low-Involvement Products?
Less visible, less expensive, less social risk
When buyers purchase products occasionally or from unfamiliar brands within a product category, they are most likely to use _______.
Limited Decision Making
Mitchell's smartphone is two years old and he would like to have a new one. This time, he wants to make sure that it has a longer battery charge and better geographic coverage since he is traveling three days a week for his new job. Mitchell is most likely to use _____ for this purchase.
Limited Decisions-making behavior
What are the three types of brands?
Manufacturer Brand (National Brands; EX; Tide) Private Distributor (Store Brands; EX: HEB Brand) Generic Brands
Where is collaborative consumption today?
More sharing and less consumption
What happens during the growth stage of a product life cycle?
Must compete aggressively Must encourage brand loyalty EX: iPod evolution
What was the Dyson video about?
New Product development for a fan
The primary psychological influences on consumer behavior are
Perception, motivation, learning, attitudes, personality, and lifestyles.
What was the Delta Airlines video about?
Perishability
What was the packaging video about?
Pizza Box The box turns into plates and a storage container
What was the 3M video about
Post-It Notes 1990 How companies develop new products
Jhumpa is questioning whether she has made the right decision about purchasing a new HP laptop after she sees a friend with a new Dell. Jhumpa's doubt whether she made the right decision occurs during the ___________ of the buying decision process.
Postpurchase evaluation phase
What are the three levels of packaging?
Primary packaging - the packaging that is what holds the individual product Secondary packaging - bundles the product into the quantity desired Tertiary packaging - the big boxes that move the product into the marketplace
What was the Sony Smart Phone video about?
Product Testing Using children Focus Group
What are the four functions of packaging?
Protection Convenience Promotion Communication
The development of a person's self-concept is a function of
Psychological and Social Factors
When you are using the internet to research a school project, and you ignore the banner ads on websites even though you see them flashing on the page, you are probably engaging in the process of _______.
Selective Exposure
What was the Disney video about?
Service Excellence Dennis Snow
Whats the difference between service products and customer support?
Service is just the physical help and is intangible Customer service provides added value to a product
What was the line extensions video about?
Shark video Snicker peanut butter square
What are the 3 types of purchasing infulences?
Situational (smell and surrounding) Psychological (Personal lifestyle and our perception) Social (Our families and social classes)
John's lawnmower stopped working midway through mowing his front yard. His interest in researching replacement lawnmower brands is most likely to be _______.
Situational Involvement
Which of the following is an open aggregate of people with similar social rank?
Social Class
What is assurance in service quality?
Someone knowing what they are talking about EX: A good financial advisor
Who was the special guest speaker for the product concepts and product development concepts?
Startup Aggieland Hapier Adam Valenta's What is the reason behind what you are doing?
Kira is interested in joining Alpha Gamma Delta's sorority. She begins to shop at Delphine's, a local store where the Alphas buy their clothes. She also asks her family for a new car because all the sorority members have new cars. In these instances, Kira is most influenced by
This scenario describes a reference group
When retailers go to great lengths to create physical settings that appeal to their target market and are conducive to making purchase decisions, they are attempting to shape which of the following influences on consumer buying behavior?
This scenario is Situational
As Gillian has become more knowledgeable about health, obesity, and quality ingredients, her attitude toward soft drinks and fast food have become less favorable, while her attitude toward healthier brands like Panera and bubbly sparkling water has improved. This best relates to the _______ component of attitude.
This scenario is about being Cognitive
You are thinking about buying a tablet to help with your classes and for entertainment purposes. When you search your memory for information about products that might address these needs, you are engaging in which aspect of the consumer buying decision process?
This scenario was an Internal Information search
What was the second defending brand defense video about?
This video was about Coco-Cola
What was the Seinfeld Clip about?
This video was about Cognitive Dissonance
What was the Red Ring video about?
This video was about Quality Testing
What was the Sewell Automative video about?
This video was about Service Quality
What video was the Subaru Video about?
This video was about the social buying process and the social Influences
What is the concept testing video about?
This video was the ICIO product
Who was the guest speaker in the product modification video
Timothy Prestero Designing medical products that worked
What was the packaging update video about?
Tropicana orange juice Changing too much brand identity
What does USCPSC stand for?
U.S. Consumer Product Safety Commission
How are brand names determined?
What is the purpose of the name What is the budget
What was Steven Johnson video about?
Where do good ideas come from Idea Generation