Chapter 3

Question 1

What two things does the consumer market entail?

Answer 1

Consumer behaviour and a goal

Question 2

What is consumer behaviour?

Answer 2

individuals and households buying goods and services

Question 3

what is a goal in a consumer market?

Answer 3

creating marketing programs which trigger desired behaviour

Question 4

what are cultural factors that influence buyers?

Answer 4

culture, sub culture, social class

Question 5

what are social factors that influence buyers?

Answer 5

reference groups, family, rules and status

Question 6

what are personal factors that affect buyers?

Answer 6

age and life cycle stage, economic situation, lifestyle, personality and self concept

Question 7

what are some psychological factors that affect buyers?

Answer 7

motivation, perception, learning, beliefs and attitudes

Question 8

what is a basic trigger of want and behaviour that is deeply entrenched but when changed creates opportunity?

Answer 8

culture

Question 9

what is a shared value system within groups? this is regional, founding nations, ethnic, and mature consumers

Answer 9

subculture

Question 10

what are divisions based primarily on socio economic status?

Answer 10

social class

Question 11

what are reference groups and what factoring group are they apart of for consumers?

Answer 11

reference groups are membership and aspirational groups vary in how they influence consumer behaviour - social factors

these also include words of mouth influence: more credible than marketing communications

involve opinion leaders, brand ambassadors, online social networks

Question 12

within social factors for buyers, what is the definition of family?

Answer 12

household “power -broker(s)” influence buying behavior changing family styles, children

Question 13

social factors: what’s the difference between roles and status?

Answer 13

role = expected activities 
status = esteem given to role by society

Question 14

why is self concept theory taken into account for personal factors of consumption”?

Answer 14

suggests possessions contribute to and reflect personal identities

Question 15

why is job taken into account as a personal factor, separately of personal finance?

Answer 15

job affects the products bought

and personal finances affects buying choices

Question 16

what is the definition of psychographics?

Answer 16

the analysis of consumer lifestyles that offers insight into behaviours

Question 17

what are the 4 psychological factors?

Answer 17

motivation, perception, learning, beliefs and attitudes

Question 18

what is perception in psychological factors?

Answer 18

process of selecting, organizing and interpreting information

Question 19

What are the levels to maslow’s hierarchy of needs?

Answer 19

physiological needs, safety, social, esteem, self actualization

Question 20

what are the 5 stages in buyer decision process?

Answer 20

1. need recognition
2. information search
3. evaluation of alternatives
4. purchase decision
5. post - purchase behaviour

Question 21

buyer decision process:

1. need recognition is triggered….

Answer 21

internally or externally

Question 22

buyer decision process:

2. information search proceeds….

Answer 22

through a variety of sources, internal and external

• personal sources
• commercial sources: provides the most information (not always objective)
• public sources
• experiential sources

Question 23

the multi screen world figure in slides.. .general concepts.. what are they?

Answer 23

• majority of media consumption is screen based
• consumers move between multiple devices to accomplish their goals
• television is often accompanied by another device
• online shopping is a multi screen activity

Question 24

what is show rooming and why was it discussed in class?

Answer 24

show rooming is using a mobile device in store to check online competitive product reviews and prices

brought up because people typically use phone when shopping in person.

Question 25

buyer decision process:

purchase decision further influenced by:…

Answer 25

attitudes of others

unexpected situational factors

Question 26

buyers decision process:

what things affect post purchase behaviour?

Answer 26

hinges on buyer’s expectations vs. actual performance of product.

Question 27

what is the marketing mix again? since it influences consumer purchase decision process…

Answer 27

product, price, promotion, place

Question 28

what are situational influences on consumer purchase decision process?

Answer 28

purchase task, social surroundings, physical surroundings, temporal effects (time) , antecendent states

Question 29

what are antecedent states?

Answer 29

momentary moods, conditions of buying (anxiety), pleasantness, hostility, cash on hand, fatigue, and illness

Question 30

what are business to business (B2B)?

Answer 30

marketing products to organizational buyers (industrial, reseller, government, non profit)

Question 31

Business Buyer Behaviour

Answer 31

market structure and demand, nature of the buying unit

fewer but larger buyers, buying teams assess, size of buys are large

Question 32

Differences between B2B and B2C?

Answer 32

B2B buying….

more complex, more formalized, buyers and sellers are interdependent organizations of one another.

Question 33

organizational buying criteria includes….

Answer 33

detailed specification for product or service OR the characteristics of the supplier

It also includes Reverse marketing where the seller modifies physical product for the consumer

Question 34

3 kinds of purchases in B2B

Answer 34

straight rebuy, modified rebuy, new task

straight rebuy - order without any modifications

modified rebuy - order with modifications

new task - first time order of a product

Question 35

what are some characteristics of the buying center?

Answer 35

all individuals included in the purchase decision - not a fixed or formally identified unit with varying size.

Question 36

when influencing buying centre of organizations, what questions do marketers need to answer?

Answer 36

which individuals are in the buying centre for the product?

what is the relative influence of each member of the group?

what are the buying criteria of each member?

how does each member of the group perceive, the potential supplier, its products and services, and its salespeople?

Question 37

what is the list of buying criteria that indivdiuals of the buying centre might think about?

Answer 37

price, quality, delivery, technical capabilities, warranties/claims, past performance, production facilities and capability

Question 38

labels for people in the buying centre?

Answer 38

users - technically sound

influencers - consultants

buyers - selection of candidates

deciders

gatekeepers- filter of information

Question 39

5 things that B2B market segmentation is based on…

Answer 39

type of consumer, size of customer, type of buying situation, customer location, benefits sought

Question 40

stages of business buying process

Answer 40

problem recogition –> general need description –> product specification –> supplier search –> proposal –> supplier section –> order routine –> performance review

Question 40

stages of business buying process

Answer 40

problem recogition –> general need description –> product specification –> supplier search –> proposal –> supplier section –> order routine –> performance review

Question 41

2 reasons why online buying is prominent of B2B purchasese

Answer 41

1) buyers need information fast

2) reduces cost of buyers because reduced marketing costs, buy order costs, customer base

Question 42

relationship between auctions of number of sellers and buyers?

Answer 42

if the number of buyers goes up… price goes up

if the number of sellers increases, the price goes down