marketing exam #2 ---- ch.4 Flashcards
Two factors that will influence Gabby’s decision are the fact that she is not a morning person and that she is interested in having free Wi-Fi during the flight. These factors would be considered ________Blank influences in the consumer purchase decision process.
psychological
Consumer socialization, passage through the family life cycle, and decision making within the household are three sources of ________Blank influences on consumer behavior.
family
If Justin were to belong to a social group that closely associates with Jet Green, the airline industry, and other customers who love flying Jet Green, he would join a
brand community.
As Dora is packing for her honeymoon to Hawaii, she realizes that all of her sunscreens have expired. Since the sun in Hawaii is so strong, she knows she wants the best sun protection possible. She calls her friend Dan, who is a dermatologist, for a recommendation. Dora is seeking information from a(n) ________Blank in the information search stage.
personal source
Chad competes in multiple IRONMAN triathlons every year and trains outdoors daily. Chad’s been getting sunburned on his long bike rides lately, so he decides to ask his IRONMAN training group about their sunscreens before he purchases his next bottle of sunscreen. The feedback Chad receives from his IRONMAN group is an example of a ________Blank influence.
sociocultural
One of Coppertone’s marketing tactics is the sponsorship of the men’s and women’s Olympic soccer teams. To many of the over 3 million boys and girls playing youth soccer in the United States, the U.S. Olympic soccer teams are a(n) ________Blank group.
aspiration
The anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences is referred to as
perceived risk.
When Kia Motors offered a 10-year, 100,000-mile warranty for its Kia Soul automobile, its strategy was to reduce consumers’ __________ and encourage purchases.
perceived risk
Toyota was the first auto manufacturer to introduce a self-parking feature that it called Intelligent Parking Assist. Originally it was available as an option on the Toyota Prius in the Japanese market. Toyota was trying to change consumer attitudes about the vehicle by
adding a new attribute.
A mode of living that is identified by how people spend their time and resources, what they consider important in their environment, and what they think of themselves and the world around them is referred to as
lifestyle.
Which of the following statements about psychographics is most accurate?
Psychographics describes a variety of segmentations such as those based on behaviors, attitudes, activities, interests, opinions, and social values.
A consumer’s purchases are often influenced by the views, opinions, or behavior of others. Two important aspects of personal influence to marketing are
opinion leadership and word-of-mouth activity.
Beverage firms sometimes hire attractive young people to sit at fashionable bars, sipping the company’s latest product offering. The firms hope these “models” will serve as a(n) __________ and influence consumers.
reference group
A local country club has a great golf course, swimming pool, tennis courts, and even a stable for horses. It also has numerous high-profile businesspeople, doctors, and local politicians as members. To attract new members, the club’s board of directors should focus its marketing efforts on people who view its current members as __________ group.
an aspiration
Subgroups within the larger, or national, culture with unique values, ideas, and attitudes are referred to as
subcultures.
The process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers is referred to as
consumer socialization.
