Chapter 1: understanding consumer behavior

Question 1

Acquisition

Answer 1

Process by which consumer owns an offering

Question 2

Usage

Answer 2

Process by which consumer uses an offering

Question 3

Disposition

Answer 3

Process by which consumer discards an offering

Question 4

Who benefits from the study of consumer behavior

Answer 4

marketing managers, advocacy groups, public policy makers, academics, consumers

Question 5

Culture

Answer 5

Typical expected behaviors, norms, and ideas that characterize group of people

Question 6

Reference group

Answer 6

group of people consumers compare themselves with

Question 7

Consumer behavior outcomes and issues

Answer 7

symbolize, diffuse, ethics

Question 8

Marketing

Answer 8

creating, communicating, delivering, exchanging offers with value

Question 9

Developing strategy

Answer 9

segment, profit, characteristics of consumers, customer satisfaction

Question 10

Positioning

Answer 10

How offering should be positioned in consumers’ minds. Competition, self, reposition

Question 11

Market promotion and marketing communication decisions

Answer 11

Objectives, visuals, where, when, effectiveness, tactics, price, price sensitivity

Question 12

Consumer behavior

Answer 12

acquisition, consumption, dksposition

Question 13

Offering

Answer 13

product, service, activity, experience

Question 14

Reference Group

Answer 14

group of people consumers compare themselves with

Question 15

Symbols

Answer 15

External signs consumers use to express their identity