Chapter 1

Question 1

consumer behavior

Answer 1

activities people undertake when obtaining, consuming, and disposing of products and services

• -“why people buy”
• -a field of study that focuses on consumer activities

Question 2

obtaining

Answer 2

activities leading up to and including the purchase or receipt of a product

Question 3

consuming

Answer 3

how, where, when, and under what circumstances consumers use products

Question 4

disposing

Answer 4

how consumers get rid of products

Question 5

consumption analysis

Answer 5

why and how ppl use products in addition to why and how they buy

Question 6

consumption analysis is a broader conceptual framework than buyer behavior b/c…

Answer 6

…it includes issues that arise after the purchase process occurs–issues that often affect how ppl bu and the satisfaction they receive from their purchase.

Question 7

marketing concept

Answer 7

the process of planning and executing the conception, pricing, promo, and distrib of goods, ideas, and services to create exchanges that satisfy indiv and org objectives

Question 8

what is the key element in marketing?

Answer 8

the exchange by the marketer of smthing of such value that the customer will pay the price that meets the needs and objectives of the seller

Question 9

consumer behavior studies consumers as…

Answer 9

…sources of influence on organizations.

Question 10

as a practical philosophy of managing successful organizations, marketing is the…

Answer 10

…process of transforming or changing an organization to have what people will buy (at a profit in the case of for-profit companies).

Question 11

relationship marketing

Answer 11

how to keep existing customers in the long run by establishing relationships based on mutual cooperation, trust, and commitment to value-added exchanges

Question 12

what is the cornerstone of a market-driven economy?

Answer 12

the right of any consumer to make an informed and unrestricted choice from an array of alternatives

Question 13

everyone involved in determining what consumers are able to buy are included in a…

Answer 13

…supply chain.

Question 14

supply chain

Answer 14

all the organizations involved in taking a product from inception to final consumption

• -manufactureres
• -wholesalers
• -retailers
• -consumers
• -facilitating organizations (advertising and research firms, financial institutions, and transportation or logistic firms)

Question 15

demand chain

Answer 15

a customer-centric supply chain

Question 16

how did business orientaion change from a manufacturing focus to a marketing focus?

Answer 16

as a result of the convergence of changing market forces, including increased competition, changing consumer lifestyles, power shifts within the supply chain, and the influence of the consumer

Question 17

USP

Answer 17

unique selling proposition

describes the importance of selecting a benefit of the product and repeating that phrase so often that consumers uniquely associate that benefit with a particular brand

Question 18

goal of motivation researchers

Answer 18

to uncover hidden or unrecognized motivations through guided interviewing

Question 19

positivism

Answer 19

the process of using rigorous empirical techniques to discover generalizable explanations and laws

only info derived from scientific methods should be used in making decisions

2 goals:

1) to understand and predict consumer behavior
2) to discover cause-and-effect relationships that govern persuasion and education

Question 20

postmodernism

Answer 20

a complementary approach to positivism

uses qualitative and other research methods to understand consumer behavior

may include the emotion involved in choosing a brand

Question 21

methods of studying consumer behavior

Answer 21

1) observations
2) interviews and surveys
3) experimentation

Question 22

observations

Answer 22

observing consumer behaviors in different situations

–can be natural or laboratory settings

Question 23

interviews and surveys

Answer 23

an efficient way of gathering info from a large sample of consumers by asking questions and reading responses

Question 24

experimentation

Answer 24

attempts to understand cause-and-effect relationships by carefully manipulating independent variables

Question 25

shadowing

Answer 25

method in which a researcher accompanies or “shadows” consumers through the shopping and consumption process and ask questions throughout with answers recorded on video tape

Question 26

physiological observation methods

Answer 26

technologies borrowed from medicine, psychology, and other sciences

ex:
–cameras to measure eye movement

Question 27

interviewer bias:

Answer 27

responses are influenced by the innterviewer or the individual’s desire to please the interviewer

Question 28

focus groups

Answer 28

8-12 people invovled in a discussion led by a moderator skilled in persuading consumers to discuss thoroughly a topic of interest to the researcher

Question 29

longitudinal studies

Answer 29

repeated measures of consumer activities over time to determine changes in their opinions, buying, and consumption behaviors

Question 30

longitudinal studies

Answer 30

repeated measures of consumer activities over time to determine changes in their opinions, buying, and consumption behaviors

–common method is to collect data through membership clubs/customer loyalty programs

Question 31

laboratory experiment

Answer 31

conducted in a physical env that permits maximum control of variables being studied

Question 32

field experment

Answer 32

takes place in a natural setting such as a home or store

Question 33

the “best” research is done by researchers who ask…

Answer 33

…the “right” questions–those that truly reflect the issues important in developing a marketing strategy–and formulate the valid, reliable, and cost-efficient ways to answer those questions
–look at the same data others see, but “see” what few others see–the underlying reasons why people buy and use products