chapter 5 (unit 2) Flashcards
QUIZ: What is a trigger in the environment that signals a need?
A Esteem needs
B Need recognition
C Internal cue
D External cue
External Cue
QUIZ: Which one of these is not included in Maslow’s Hierarchy of Needs?
A Esteem needs
B Safety needs
C Self-actualization needs
D Interactive needs
Interactive needs
QUIZ: What is the buyer behavior process?
A The detailed thoughts of consumers during purchase
B The stages that consumers go through when deciding to purchase and consume a product
C When a consumer recognizes a need
D The strategic process of a brand to convince consumer to make purchase
The stages that consumers go through when deciding to purchase and consume a product
QUIZ: True or False: Consumption can be either actual physical consumption or consuming a service.
True
QUIZ: What is top of mind awareness?
A The brands consumers already know
B The most recent interaction a consumer had with a brand
C The brands a consumer first recalls from memory
D The last brand that comes into a consumer’s mind
The brands a consumer first recalls from memory
QUIZ: What are the product attributes that are important to consumers called?
A Evaluative criteria
B Consideration set
C Alternative consideration
D Significant qualities
Evaluative criteria
QUIZ: Which of these is NOT a reaction hoped for by a marketer?
A The entire experience would cause the customers to repurchase in the future
B The customer forgets about the product
C The product or service exceeds customer expectations
D The customers will tell others about the product through positive word out of mouth
The customer forgets about the product
QUIZ: Which of these is correct about a low involvement purchase?
A The buyer goes through all the stages of the buyer behavior process
B The decision isn’t risky
C It is a seldom purchase
D The purchase is expensive
The decision isn’t risky
QUIZ: True or False: Routine purchases are an example of high-involvement purchases.
False
QUIZ: True or False: The buying process can be much shorter for B2B purchases.
FALSE
need recognition
Consumer recognizes that they have a need
information search
Consumer searches for information
evaluation of alternatives
Consumer looks at the different available and viable options, then weighs the upsides and downsides of each
buyer behavior process
- need recognition
- information search
- evaluation of alternatives
- purchase
- reaction
purchase
Consumer decides to purchase, including where and how to purchase
reaction
Also called “post-purchase behavior” → consumer has consumed the “product,” be it a physical product or service, and is pleased or displeased
the buyer behavior process helps marketers..
understand what a customer goes through during a purchase
consumption
Using a good or service to fill a need
need recognition - maslow’s hierarchy of needs
top:
self-actualization needs
esteem needs (ego)
social needs
safety needs
physiological needs
bottom:
need
The gap between a consumer’s current state and their desired state
internal cues
Comes from within a person
Can be hunger or thirst
external cues
Comes from the environment
Can be an advertisement
motivation
is the need or desire to do something
what is under motivation?
Evolutionary
Drive-reduction theory
Optimal arousal
Maslow’s hierarchy of needs
how to market in: need recognition
Marketing can serve as an external cue of need, either by pointing out a new desired state for a consumer or by showing how the consumer’s current state is insufficient
Marketing can also point out where current behavior is insufficient
information search
In the information search stage, the consumer looks for information on what might fulfill his or her need
top of mind awareness
The brands that a consumer first recalls from memory
consideration set
is what is left after all obviously unsuitable choices are ruled out
where do consumers look for information: internal search
past experience or memory
where do consumers look for information: external search
looking for information from outside sources
how to market in: information search
By making sure relevant information is available and easily accessible
By researching to find out when and where customers are searching for information and making sure relevant and accurate information is found there
search engine optimization
Designing or enhancing a website in ways that improve its visibility within one or more search engine
This can include using certain keywords, content and links within a site
evaluation of alternatives
The consumer evaluates the possible options in the consideration set according to their product attributes and decided which one is preferable
evaluative criteria
The product attributes that are important to a consumer
how to market in: evaluation of alternatives
By making consumers aware of how your product matches the attributes they value
purchase decision
The point when a consumer chooses which product to purchase and also chooses where, when and how to purchase the product
how to market in: purchase decision
By assisting consumers in making the purchase decision so that they can actually follow through on the purchase
By offering different purchase options to the consumer in this stage to provide further value
EX: Consider purchasing items with your phone → this added convenience may help you purchase something you otherwise would not have
reaction
After purchasing and consuming a product or service, the customer compares the consumption experience to their expectations
where do consumers get their experience?
Previous experience
Advertisements
Online reviews
Friends’ recommendations
Promises from salespeople
desired outcomes of reactions
That the product or service exceeds the expectations and delights the consumer
That this delight will cause the customer to tell others about the product
That the experience would cause the customer to repurchase
word of mouth
A recommendation about a product or service from a satisfied customer
how to market in: reaction
Marketers can find ways to increase word of mouth
A marketer can work to decrease the possibility of buyer’s remorse after a purchase by continuing to provide marketing after the sale has occurred
Minimize buyers remorse (keep selling after purchase)
variations in the process
Low-involvement purchases
High-involvement purchases
Services
Business to business (B2B)
low involvement purchase
A purchase that doesn’t cost much or the decision isn’t risky if the customer makes a purchase mistake
low-involvement purchases are simpler and made more frequently
Routine purchases (also called “habitual purchases”): items that are regularly purchased by a consumer
Impulse purchases: purchases made with very little thought or planning
how to market for low-involvement purchases
Marketers need to make sure that the items are available and stocked where consumers shop
Promotions such as advertising and coupons are especially helpful to aid with need recognition
high involvement purchases
Purchases of greater consequence to the consumer
It is helpful for marketers to provide additional needed information to consumers
Assurances such as warrantees or money-back guarantees are helpful
service’s buyer behavior process
- It’s not possible to evaluate services attributes before purchase and consumption
- The intangible nature of services can make the consumer’s purchase decision riskier because it is harder to judge which service provider is trustworthy
what is a business customer
Companies
Government entities
Academic institutions
Organizations
Associations
Distributors
how to market for B2B process
Focus on relationship marketing
Provide ongoing support
Prepare relevant information
B2B
In contrast, business purchases tend to be much larger and are concentrated on a smaller number of buyers. Landing one large B2B sale can make a huge difference in a company’s revenues.
Decision making is also more complex with B2B purchases.
The buying process can also be much longer for B2B purchases, with the purchasing process sometimes taking months or even years.
