Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

Principles of Marketing Management > Chapter 4 > Flashcards

Chapter 4 Flashcards

1
Q

What are the five stages of the purchase decision process?

A
  1. Problem recognition
  2. Information Search
  3. Alternative Evaluation
  4. Purchase Decision
  5. Postpurchase behavior
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

What is problem recognition

A

a perceived difference between a person’s ideal and actual states

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

At what stage does the customer seek value?

A

Information Searc

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

What are the two types of searches for information gathering?

A
  1. Internal (memory)

2. External

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

What are the principal sources of external information?

A
  1. personal sources (relative and friends who are trusted)
  2. Public sources
  3. Marketer-dominated sources
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

What are evalutative criteria?

A

objective and subjective attributes of a brand

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

What is the consideration set?

A

the group of brands that you would consider from among all the brands of which you are aware in the product class (Based on evaluative criteria)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

What is a feeling of postpurchase psychological tension or anxiety, which often comes from being faced with highly attractive alternatives?

A

cognitive dissonance

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

What is involvement?

A

the personal, social, and economic significance of a purchase to the consumer

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

What are the three types of problem solving?

A

Extended (high involvement)
Limited (little time or effort)
Routine (low-impact, routine)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

How should marketers market high and low involvement products?

A 
High:
1. comparative advertising
Low
1. quality
2. avoid stockout
3. Reinforce advertising message
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

What are the five situational influences?

A
  1. purchase task, social surroundings, physical surroundings, temporal effects, antecedent states
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

What are the psychological influences?

A

Motivation and personality, perception, learning, values ,beliefs, and attitudes, and lifestyle

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

The energizing force that stimulates behavior to satisfy a need?

A

motivation

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

A person’s consistent behaviors or responses to recurring situations

A

personality

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

What are the two types of self-concepts?

A

actual and ideal

17
Q

The process by which a person selects, organizes, and interprets information to create a meaningful picture of the world

A

perception

18
Q

What is selective perception?

A

attempts to organize and interpret information

19
Q

Selective exposure

A

focusing on messages that are consistent with their attitudes and beliefs and ignore messages that are inconsistent

20
Q

selective comprehension

A

interpreting information so that it is consistent with your attitudes and beliefs

21
Q

selective retention

A

not remembering all information seen read or heard

22
Q

The anxiety felt when a consumer cannot anticipate possible negative outcomes of a purchase

A

perceived risk

23
Q

How can firms lower perceived risk?

A 
1. Seals of approval
Endorsements 
3. Free trials
4. Extensive usage instructions
5. Warranties
24
Q

Behavirors that result from repeated experience and reasoning

A

learning

25
Q

What is a drive?

A

a need that moves an individual to action

26
Q

What is a cue?

A

stimilus or symbol perceived by customers

27
Q

Response

A

action taken by customer to satisfy drive

28
Q

Reinforcement

A

a reward

29
Q

What is stimulus generalization?

A

when a response elicited by one stimulus is generalized to another (ie using same brand name for different products)

30
Q

Stimulus discrimination

A

an ability to perceive differences in stimuli.

31
Q

A tendency to respond to something in a consistently favorable or unfavorable way?

A

attitude

32
Q

Beliefs

A

subjective perception of how a product or brand performs on different attributes

33
Q

What are three ways to change customer attitudes

A
  1. Changing belief about the extent to which a brand has certain attributes (hellmans_
  2. Changing perceived importance of attributes (pepsi freshness)
  3. Adding new attributes to the product (toothpaste)
34
Q

What is VALS related to?

A

psychographic

35
Q

How does VALS identify customers?

A
  1. primary motivation for buying/having certain products

2. Resources

36
Q

Sociocultural influences on cosumer behavior

A

Personal Influence, Reference Groups, Family Influence, Culture/sub-culture

37
Q

What are the two aspects of personal influence that are very important to marketing?

A

Opinion leadership and word of mouth advertising

38
Q

People to whom an individual looks as a basis for self-appraisal or as a source of personal standards

A

reference groups

Principles of Marketing Management (7 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2025 Bold Learning Solutions. Terms and Conditions