Chapter 53, Customer and consumers anticipating consumer needs

Question 1

Niche Marketing

Answer 1

targeting a clear and identifiable segment of the market

Question 2

Mass marketing

Answer 2

selling into a market containing many products that are similar

Question 3

Marketing Models

Answer 3

• DAGMAR
• AIDA
• ATR

Question 4

DAGMAR

Answer 4

A model aimed at promotion to help the consumer become aware of the characteristics of the good or service

• Defining
• Advertising
• Goals
• Measuring
• Advertising
• Results

Question 5

AIDA

Answer 5

a promotional model applied, particularly to advertising. to see whether the advertising is likely to succeed
- Awareness
- Intrest
- Desire
- Action
If the model is broken at any stage it cannot be successful

Question 6

ATR

Answer 6

the steps a consumer will follow from early decision to actual purchase
Awareness Trial Repurchase

Question 7

Market orientation

Answer 7

gets the right product to fit the market

Question 8

Product orientation

Answer 8

finds the right market for the product

Question 9

Extended Marketing Mix

Answer 9

People, Process, and Physical evidence

Question 10

Difference between customers and consumers

Answer 10

Customers buy, Consumers Use