Chapter 1 and 8

Question 1

What is Consumer Behavior?

Answer 1

The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.

Question 2

When can firms succeed?

Answer 2

They can only succeed when consumers see a need that its product can solve, become aware of the product and its capabilities, decide that it is the best available solution, proceed to buy it, and become satisfied with the result of the purchase.

Question 2

What happens during a consumer decision process?

Answer 2

They intervene between the marketing strategy, as implemented in the marketing mix, and the outcomes.

Question 3

What four criteria does a segment typically meet?

Answer 3

– distinct from/ heterogeneous from other segments
- homogeneous within the segment (those within a segment exhibit similar needs)
- can be reached by a market intervention
- substantial/ profitable

Question 4

What is a segment?

Answer 4

A group of people or organizations sharing one or more characteristics that cause them to have similar product and/or service needs.

Question 5

What is market segmentation?

Answer 5

A portion of a larger market whose needs differ from the larger market.

Question 6

What is an situational factor?

Answer 6

Include stimuli in the environment other than the focal stimulus and temporary characteristics of the individual that are induced by the environment.

Question 7

What kind of influence does program involvement have?

Answer 7

positive on attention

Question 8

What is a perceptual map?

Answer 8

A map businesses use to understand how customers perceive different products, brands, and services.

Question 9

What are the external influences of consumer behavior?

Answer 9

*Culture
* Demographics and social stratification
* Ethnic, religious, and regional subcultures
* Families and households
* Groups

Question 10

Traits that are physiological and psychological does what?

Answer 10

Drives our needs and desires and influences how a stimulus is interpreted.

Question 11

What is required to formulate a marketing mix?

Answer 11

1. Product
2. Communications
3. Price
4. Distribution, and
5. Service

Question 12

What are the three factors of Attention?

Answer 12

1. Stimuli
2. Individual
3. Situational

Question 13

What role does context cues play in a situation?

Answer 13

The role is independent of the actual stimulus

Question 14

What does a situation provide?

Answer 14

Context within which the focal stimulus is interpreted.

Question 15

What is selective exposure?

Answer 15

The highly selective nature of consumer exposure is a major concern for marketers, since failure to gain exposure results in lost communication and sales opportunities (perceptual defense).

Question 16

Individual factors care about?

Answer 16

• motivation
• ability

Question 17

Two types of exposure are:

Answer 17

1. selective
2. voluntary

Question 17

What is a stimuli factor?

Answer 17

Physical characteristics of the stimulus itself.

Question 18

What are the 4 elements of a Marketing mix?

Answer 18

1. Product
2. Price
3. Place
4. Promotion

Question 18

Situational factors care about?

Answer 18

• Clutter
• Program Involvement

Question 19

Consumer’s learning and knowledge include:

Answer 19

-Meanings attached to such “natural” things as time, space, relationships, and colors are learned and vary widely across cultures.
-Learning about marketer-created stimuli like brands and promotions through their experiences with them

Question 20

What does program involvement refer to?

Answer 20

Refers to interest in the program or editorial content surrounding the ads.

Question 21

What is an affective interpretation?

Answer 21

The emotional or feeling
response triggered by a stimulus such as an a

Question 22

How do consumers often evaluate the performance of a well-known brand to an identical product with an unknown brand name?

Answer 22

Higher

Question 22

What are the characteristics of interpretation?

Answer 22

-individual
-situational
-stimuli

Question 23

Interpretation tends to be consistent with

Answer 23

expectations

(called an expectation bias)

Question 24

What is a cognitive interpretation?

Answer 24

A process whereby stimuli are placed into existing categories of meaning.

Question 24

3 elements of perception are:

Answer 24

-Exposure
-Attention
-Interpretation

Question 25

What is voluntary exposure?

Answer 25

Consumers actively seeking commercials and other marketing stimuli out for various reasons including purchase goals, entertainment, and information.

Question 25

Individual characteristics include:

Answer 25

• traits
  -learning and knowledge
  -expectations

Question 26

What are the two types of Interpretations?

Answer 26

• Cognitive
• Affective

Question 27

What question does a marketing strategy answer?

Answer 27

How will we provide superior customer value to our target market?

Question 27

What is an individual factor?

Answer 27

Characteristics which distinguish one individual from another