Ch3/5

Question 1

Consumer Behavior

Answer 1

Processes and activities which people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services to satisfy needs and desires.

Question 2

Stages of the consumer decision-making process

Answer 2

Need recognition, information search, alternative evaluation, purchase decision, post-purchase evaluation.

Question 3

Selective Perception

Answer 3

The number and complexity of marketing stimuli that a consumer is exposed to requires filtering. The filtering is called selective perception which may occur within all four stages of the perception process.

Question 4

Selective perception process

Answer 4

1. Selective exposure
2. selective attention
3. selective comprehension
4. selective retention

Question 5

Selective exposure

Answer 5

Occurs as consumers choose whether or not to make themselves available to information.

Determined by sensory inputs (marketing stimuli to achieve psychological reactions)

Question 6

Selecting information

Answer 6

Individuals generally focus on stimuli that are relevant to his or her needs.

Question 7

Mnemonics

Answer 7

Symbols, rhymes, associations, and images that can assist in a consumers learning and memory process.

Question 8

Benefit bundles

Answer 8

Functional benefits

experiential benefits

performance benefits

Question 9

Integration process

Answer 9

The ways in which product knowledge meanings and beliefs are combined to evaluate two or more Alternatives

analysis of the integration process focuses on the different types of integration rules or strategies used by consumers to decide among purchase alternatives.

Question 10

Formal decision rules

Answer 10

Require examination and comparison of alternatives on specific attributes

Question 11

Simplified decision rules or heuristics

Answer 11

1. Easy to use an adapt to environmental situation
2. price or promotion based
3. Affect referral decision rule-selection based on overall impression or summary evaluation

Question 12

Cognitive dissonance

Answer 12

A feeling a psychological tension or post-purchase doubt a consumer experiences after making a difficult purchase choice.

Likely to occur when consumer has to choose between two clothes alternatives.

Question 13

Reference group for group decision making

Answer 13

Used to guy consumers purchase decision, even when a group is not present is a reference group.

Question 14

Target market vs. Target audience

Answer 14

Target market- the group of consumers toward which an overall marketing program is directed.

Target audience- a group of consumers within the target market for which the advertising campaign is directed.

Question 15

Demographic vs. Psychographic

Answer 15

Psychographic- values, lifestyle, personality, culture, social class

Demographic- gender, age, race, life stage, birth era, household size, marital status

Question 16

The communication process

Answer 16

Source/sender-the company advertising

encoding-the message the ad is trying to convey

Channel message-how the ad is delievered

decoding-the Recieved message (how the ad was interpreted)

Receiver-target audience

Question 17

AIDA model

Answer 17

Developed to represent the stages through which a salesperson must take a consumer in the personal selling process.

Attention, interest, desire, and action. The action stage being closing the sale.

Question 18

Information processing model

Answer 18

Assume that the receiver in a persuasive communication situation is an information processor or problem solver.

Question 19

The Dagmar approach

Answer 19

Define 
Advertising 
Goals for 
Measuring 
Advertising 
Results

Recognition that communication affects are the Logical basis for advertising goals and objectives against which success or failure should be measured.

Question 20

Advertising goal/communication task stages

Answer 20

Awareness
Comprehension
Conviction
Action

Question 21

Behavioral objectives

Answer 21

Link between attitude toward the brand (communication objective) and sales (marketing objective) l

Question 22

Brand awareness, brand recognition, and brand recall

Answer 22

Brand awareness- consumer knows about the brand

brand recognition- consumer recognizes brand

brand consumer remembers brand