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marketing > Chapter 4 (her pwrpoint) > Flashcards

Chapter 4 (her pwrpoint) Flashcards

1
Q

Actions a person takes in purchasing and using products and services and includes the mental and social processes that come before and after these actions can be described as

A

Consumer Behavior

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2
Q

What are the 5 steps of the consumer purchase decision process?

A

Problem Recognition
Information Search
ALternative Evaluation
Purchase Decision
Postpurchase behavior

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3
Q

Which step of the consumer purchase decision process perceives a need?

A

Problem recognition

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4
Q

Which step of the consumer purchase decision process seeks value?

A

Information Search

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5
Q

Which step of the consumer purchase decision process assesses value?

A

Alternative Value

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6
Q

Which step of the consumer purchase decision process focuses on buying value?

A

Purchase Decision

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7
Q

Which step of the consumer purchase decision process realizes value?

A

Postpurhcase Behavior

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8
Q

Why is the consumer purchase decision process important to understand?

A
  • Arouse need in consumer in order to sell product/service
  • Steer consumers to their product and close the deal
  • Helps marketers effectively communicate with consumerds
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9
Q

T/F- the decision to buy or se a product is triggered by need arousal

A

True

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10
Q

What are the two types of needs?

A

Functional Need
Psychological Need

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11
Q

What type of need is based of the performance of a product?

A

Functional Need

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12
Q

What type of need is based off the gratification associated with the product?

A

Psychological Need

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13
Q

T/F- The Problem Recognization step of the consumer purchase decision process motivates consumers to find a solution for their needs

A

True

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14
Q

What are the two types of information search?

A

Internal Search
External Search

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15
Q

What type of search am I describing?
Memory of past experiences
Frequently purchased items

A

Internal Search

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16
Q

What type of search am I describing?
Personal, Public, and Market Driven
- When risk of wrong decision is high and cost of gathering info is low

A

External Search

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17
Q

What are the 4 types of risk associated with information search?

A

Performance Risk
Physiological Risk
Financial risk
Psychological risk

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18
Q

Objective and subjective attributes of different products/brands are classified as what criteria
can also be expressed as:
Attributes- qualties or features

A

Evaluative Criteria

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19
Q

The search attributes that help customers evaluate a product before purchase is known as

A

Tangible

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20
Q

The experience attributes that cannot be evaluated before purchase can be described as

A

Intangible

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21
Q

All possible choices for a product category can be described as

A

Universal Set

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22
Q

Choices consumer deems acceptable out of all that is known is considered a

A

Consideration Set

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23
Q

When a purchase decision is made, tradeoffs are involved. What are 3 examples?

A

Cheap & Quick= low quality
Fast & good = expensive
Cheap & High quality = low priority

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24
Q

Possible alternatives
are compared and evaluated, whereby
the best option is selected from whom to buy and when to buy is defined as a

A

Purchase Decision

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25
Q

The attitude-like judgement following a purchase is known as

A

Satisfaction

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26
Q

What are the 3 items satisfaction judgements are based on?

A

Positive disconfirmation
Confirmation
Negative disconfirmation

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27
Q

The uncomfortable state of inconsistency between beliefs and behaviors.
The post-purchase psychological tension or anxiety and the two or more highly attractive alternatives which companies avoid by reinforcing decision is known as

A

Cognitive Dissonance

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28
Q

What are the 5 ways to build customer satisfaction?

A
  1. Build realistic expectations.
  2. Demonstrate correct product use.
  3. Stand behind the product or service.
  4. Encourage customer feedback.
  5. Personally make contact with customers and thank them for
    their support
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29
Q
  1. Build realistic expectations.
  2. Demonstrate correct product use.
  3. Stand behind the product or service.
  4. Encourage customer feedback.
  5. Personally make contact with customers and thank them for
    their support
    These 5 steps help build what for a company?
A

Customer satisfaction

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30
Q

The level of personal, social and economic significance of purchase to the consumer is known as the

A

Involvement

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31
Q

Regularly purchased and inexpensive purchase result in which level of involvement?

A

Low Involvement

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32
Q

Expensive purchase that can have serious personal consequences and could reflect on one’s social image result in which level of involvement?

A

High involvement

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33
Q

Slide 21-22

A
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34
Q

What should marketing managers do if the category leader has low involvement products

A
  • Maintain products quality
  • avoid stock outs
    use reptile advertising
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35
Q

What should marketing managers do if the category leader has low involvement products and wants to encourage trial

A

Free samples
Coupons
Rebates

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36
Q

What should marketing managers do if the category leader has high involvement products

A
  • Provide a lot of product information
  • Personal selling
  • Social media (experiences)
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37
Q

What should marketing managers do if the category challenger has high involvement products

A

Comparative advertising
Novel evaluation criteria
Internet searches

38
Q

What are the marketing mix influences on consumer behavior?

A

Product
Price
Promotion
Place

39
Q

What are the sociocultural influences on consumer behavior?

A

Personal influence
Reference groups
Family
Social class
Culture and subculture

40
Q

What are the situational influences on consumer behavior?

A

Purchase task
Social surroundings
Physical surroundings
Temporal effects
Antecedent states

41
Q

What are the psychological influences on consumer behavior?

A

Motivation and personality
Perception
Learning
Value, beliefs, and attitudes
Lifestyle

42
Q

The aspects of a purchase situation that impact a purchase is known as

A

Situation Influences

43
Q

The reason for making a purchase decision is called a

A

purchase task

44
Q

Determining who is with you at the time of a purchase is known as

A

Social surroundings

45
Q

The store atmosphere, sales people, promotions, and crowds all determine the

A

Physical Surroundings

46
Q

The time of day or amount of time dedicated to a purchase is known as

A

Temporal Effects

47
Q

The mood and money available at time of purchase is known as

A

Antecedent states

48
Q

What type of influence can affect purchase decision process and help explain how/why consumers behave a certain way

A

Psychological Influences

49
Q

The energizing force that stimulates behavior to satisfy a need is known as

A

Motive

50
Q

Need or want strong enough to cause one to seek satisfaction can be described as a

A

Motive

51
Q

What order is Maslow’s Hierarchy of needs?

A

Self-actualization needs: self fulfillment

Personal needs: status, respect, prestige

Social needs: friendship, belonging, love

Safety needs: Freedom from harm, financial security

Physiological needs:
Floodwater, shelter, oxygen

52
Q

consistent behaviors or
responses to reoccurring situations is defined as

A

Personality

53
Q

The way you see yourself and think others see you is known as

A

Self-concept

54
Q

attributes that you believe you actually possess, or that you believe others believe you possess is known as

A

Actual-concept

55
Q

your representation of the
attributes that someone (yourself or another) would like you, ideally, to possess - usually motivates individuals
to change, improve and achieve is known as the

A

Ideal Concept

56
Q

What are the 5 key traits of personality?

A

Openness
Conscientiousness
Extraversion
Agreeableness
Neuroticism

57
Q

Being curious, original, intellectual, creative, and open to new ideas describes

A

Openness

58
Q

Being organized, systematic, punctual, achievement oriented, and dependable can be described as

A

Conscientiousness

59
Q

being outgoing, talkative, sociable, and enjoying social situations can be described as

A

Extraversion

60
Q

Being affable, tolerant, sensitive, trusting, kind, and warm can be described as

A

Agreeableness

61
Q

Being anxious, irritable, temperamental, and moody can be described as

A

Neuroticism

62
Q

the process by which an we select, organize and interpret information to create a meaningful
picture of the world
is known as

A

Perception

63
Q

Paying attention to information consistent with our beliefs can be described as

A

Selective Exposure

64
Q

Interpreting information so it is consistent with our beliefs is known as

A

Selective Comprehension

65
Q

What we remember about an event or occasion can be described as

A

Selective Retention

66
Q

Seeing or hearing messages without being aware of them is known as

A

Subliminal Perception

67
Q

The anxiety felt because you cannot anticipate an outcome is called

A

Perceived Risk

68
Q

What are some marketing strategies to reduce perceived risks?

A
  • Obtain Seals of Approval
    ▻ Secure Endorsements
    ▻ Provide Free Trials/Samples
    ▻ Give Extensive Instructions
    ▻ Provide Warranties/Guarantees
69
Q

What type of learning developed automatic responses through repeated exposure?

A

Behavioral Learning

70
Q

What type of learning involves thinking, reasoning, problem solving, and making connections?

A

Cognitive learning

71
Q

Learning leads to habit formation which leads to brand loyalty

A

just knoqn

72
Q

How can marketers change attitudes?

A

▻ Change beliefs about brand’s attributes
▻ Change perceived importance of attributes
▻ Add new product attributes

73
Q

learned predisposition to respond to an object in a favorable or unfavorable way can be defined as

A

Attitude

74
Q

The mode of living that is
identified by how people spend their time and resources is defined as

A

Lifestyle

75
Q

What term combines
consumer, psychology, lifestyle, and demographics to understand motivation for buying

A

Psychographic

76
Q

T/F- Psychographics help marketers segment and target markets

A

True

77
Q

individuals who exert direct and indirect social influence over others are classified as

A

Opinion Leaders

78
Q

people influencing each other during conversation can be described as

A

Word of Mouth

79
Q

When messages are blasted to a massive audiences all at once this is known as

A

Buzz marketing

80
Q

messages that reach people
gradually, slowly building momentum is known as

A

Viral Marketing

81
Q

people to whom an individual looks as a basis for self- appraisal or personal standards are known as

A

Reference Groups

82
Q

Interacting with adult in purchase situations and through own purchases and usage experience is an example of

A

Consumer Socialization

83
Q

The process by which people acquire skills to
function as consumers interacting with adult in a purchase situation or through own purchase and usage experiences are known as

A

Consumer Socialization

84
Q

Phases family progresses through is known as

A

Family Life Cycle

85
Q

homogeneous division in society into which people share similar values, interests and behavior can be grouped is known as

A

Social Class

86
Q

What are some of the classes in the United States?

A

Upper class
Middle class
Working/lower class

87
Q

subgroups within larger culture with unique
ideas, values and attitudes
can be described as

A

Subcultures

88
Q

What are the buying patterns of Hispanics in the US?

A

Quality and brand conscious.
▻ Prefer American-made products.
▻ Influenced by family and peers.
▻ Advertising is credible product information source.
▻ Convenience is not important.

89
Q

What are the buying patterns of African-Americans in the US?

A

Spend more on boys’ clothing, rental goods,
smartphones, audio equipment.
▻ Women spend more on health and beauty products.
▻ Income disparities.
▻ Price conscious.
▻ Motivated by quality and choice.

90
Q

What are the buying patterns of Asian-Americans in the US?

A

66% are immigrants.
▻ Most under 30 years old.
▻Multigenerational households.
▻Diversity in language, customs, tastes.
▻Hard work, family ties, education.
▻Assimilated vs. non-assimilated

91
Q
A

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