marketing ch.5

Question 1

purchase decision process

Answer 1

(1) problem recognition
(2) information search
(3) alternative evaluation
(4) purchase decision
(5) post purchase behavior

Question 2

internal search

Answer 2

scan memory

Question 3

external search

Answer 3

personal sources, public sources, marketer dominated sources

Question 4

evaluative criteria

Answer 4

objective attributes of a brand and subjective(like prestige)

Question 5

consideration set

Answer 5

group of brands considered

Question 6

cognitive dissonance

Answer 6

feeling of post purchase tension- should i have bought or not?!

Question 7

involvment

Answer 7

peronal/social/economic significance of the purchase. causes people to skip/minimize steps

Question 8

extended problem solving

Answer 8

exists in high involvment

Question 9

limited problem solving

Answer 9

little time/effort to spend

Question 10

routine problem solving

Answer 10

low price, routinely/frequently purchased

Question 11

involvement and marketing strategy

Answer 11

low involvment products- leading brands foucs on maintaining quality, reinforcing decision
competitors- break buying habits with free samples/coupons (should had a v8)

Question 12

five situational influences

Answer 12

purchase task, social surroundings, physical surroundings, temporal effects, antecedent states

Question 13

purchase task

Answer 13

reason for buying

Question 14

temporal effects

Answer 14

time of day, amount availible

Question 15

antecedent states

Answer 15

moods

Question 16

self-concept

Answer 16

the way people see themselves/ expect people to see them

Question 17

selective pereception

Answer 17

filter of exposure/comprehension/retention. People pay attention to what’s consistent with attitude/beliefs. Ignore those that aren’t.
You see mcdonalds ads more when you are hungry

Question 18

Selective Comprehension

Answer 18

interpreting info, so that it is consistent with attitudes/beliefs

Question 19

Subliminal perception

Answer 19

see or hear messages without being aware of them

Question 20

Perceived Risk

Answer 20

• anxiety felt because consumer cant anticipate outcomes of a purchase but believes there are negative ones.

Question 21

strategies to reduce precieved risk

Answer 21

Obtaining seals of approval
		 Securing endorsements
		Providing free trials
		Giving extensive usage instructions
		 Providing guarantees/warranties

Question 22

Behavioral learning-

Answer 22

developing automatic responses due to repetition

Question 23

Cognitive Learning

Answer 23

learning through thinking, reasoning, problem solving

Question 24

Brand Loyalty

Answer 24

favorable attitude towards a brand.

Question 25

lifestyle

Answer 25

mode of living, how spend time/resources

Question 26

Ideal motivated groups

Answer 26

motivate by ideals, guided by knowledge/principle

Thinkers- mature/reflective well educated
Believers - fewer resources, conservative

Question 27

Achievement motivated groups

Answer 27

motivated by achievement look for what’s successful

			□ Achievers- busy, goal oriented, career, family
			□ Strivers- trendy fun loving, less confident

Question 28

Self-Expression motivated groups

Answer 28

physical activity, variety, risk
□ Experiencers- young, enthusiastic, impulsive. Want to look cool
□ Makers- express through working on things. Fixing car, raising kids, build.

Question 29

High and low resource groups

Answer 29

□ Innovators- successful, sophisticated, confident

□ Survivors- meeting basic needs

Question 30

Consumer Socialization

Answer 30

process through which consumers acquire skills/knowledge and attitudes

Question 31

Family Life Cycle

Answer 31

from formation–>retirement family buying habits change

Question 32

Family Decision Making-

Answer 32

spouse dominant vs. joint decision making. Some are more mother dominated, some more female dominated. Some joint

Question 33

Social Class

Answer 33

homogenous divisions people fall into by sharing interests and behavior. Occupation and source of income (NOT AMOUNT OF INCOME)

Question 34

Hispanic buying patterns

Answer 34

§ Brand conscious
			§ American made products
			§ Advertising=credible
			§ Convenience is not important
			§ Caffeine/low-fat/cholesterol not important