Marketing Unit 3 Test

Question 1

What is consumer behavior?

Answer 1

A process through which buyers make decisions (based on needs and wants)

Question 2

What two factors affect consumer behavior?

Answer 2

Interpersonal and personal

Question 3

What two subjects do marketers borrow from to better understand consumer behavior?

Answer 3

Psychology and sociology

Question 4

What are external (interpersonal) determinants of consumer behavior?

Answer 4

Cultural, social, family

Question 5

What are internal/personal determinants of consumer behavior?

Answer 5

needs & motives, perception, attitudes, learning, and self concept

Question 6

What are cultural influences

Answer 6

Values, beliefs, preferences, and tastes handed down from one generation to the next.

Question 7

What can influence your culture?

Answer 7

Where you are born and language

Question 8

What are core values in the U.S. culture?

Answer 8

Worth ethic and desire for accumulation of wealth
Importance of individualism, freedom, youth, health, physical activity, humanitarianism, and efficiency

Question 9

What new values are consumers in the United States adopting?

Answer 9

Communicating with anyone, anywhere, and anytime using technology

Question 10

True or false successful strategies in one country always extend to another

Answer 10

False

Question 11

What are subcultures

Answer 11

Groups within a culture that have their own modes of behavior

Question 12

In what ways can subcultures differentiate from one another?

Answer 12

ethnicity, nationality, age, rural vs. urban location, religion, and geographic distribution

Question 13

What are the three biggest minorities in the United States?

Answer 13

Hispanic, African Americans, and Asian American consumers

Question 14

What is the order of the minority groups from largest to smallest

Answer 14

Hispanic, African Americans, and Asian American

Question 15

What is acculturation?

Answer 15

The degree to which newcomers adopted U.S. culture

Question 16

What does homogeneous mean?

Answer 16

Not of the same culture

Question 17

What homogeneous minority group in the United States has the highest disposable income and has family sizes that tend to be larger?

Answer 17

Hispanics

Question 18

Which minority group make more shopping trips than any other demographic and consume a lot of media, purchase technology, and products

Answer 18

African Americans

Question 19

Which minority group is the smallest and many marketers are still trying to understand?

Answer 19

Asian Americans

Question 20

What two things affect social influences drastically?

Answer 20

Status and roles

Question 21

What is status?

Answer 21

Relative position of any member in a group

Question 22

What are roles?

Answer 22

Behaviors that members of a group expect of individuals in a certain position of that group

Question 23

What is the Asch Phenomenon?

Answer 23

A theory created by S.E. Asch that individuals conform to majority rule, even if the majority rule goes against their beliefs

Question 24

What are reference groups?

Answer 24

People or institutions whose opinions are valued and to whom a person looks to for guidance

Question 25

What two conditions does the affect of reference groups depend on?

Answer 25

The product must be conspicuous (something not everyone owns) and the product must be seen and identifiable

Question 26

What are social classes determined by?

Answer 26

The income and occupation of both parents

Question 27

What are the social classes from highest to lowest?

Answer 27

1. Upper-upper 2.Lower-upper 3.Upper-middle 4.Lower-middle 5.Working class 6.Lower class

Question 28

How do purchasing trends flow through the social classes?

Answer 28

Trends start in the upper-upper class and then go down the different social classes

Question 29

What are trendsetters?

Answer 29

Trendsetters purchase new products before others and influence others purchases

Question 30

What are opinion leaders?

Answer 30

Have knowledge and interest in the product

Question 31

How does information about goods and services reach different people?

Answer 31

Goes from mass media to opinion leaders to consumers

Question 32

What are the four main types of roles in families?

Answer 32

Autonomic role-Partners independently make equal amount of decisions Husband-dominant role- Husband makes most of the purchasing decisions Wife-dominant role- wife makes most of the purchasing decisions Syncretic role- buying decisions made together

Question 33

Which generation is subculture dominant, digital reality shapes their behavior, place importance on efficiencey

Answer 33

Generation Z

Question 34

What generation makes 60% of their purchases online, are very involved buyers, are traditional online buyers

Answer 34

Millennials

Question 35

When was Gen Z born?

Answer 35

1996-2010

Question 36

When were millenials born?

Answer 36

1977-1995

Question 37

What generation values loyalty/rewards programs and stick to the brands they like

Answer 37

Gen X

Question 38

When were Gen Xers born

Answer 38

1965-1976

Question 39

What generation use search engines and computers a lot but do not often use phones

Answer 39

Baby boomers

Question 40

When were baby boomers born

Answer 40

1946-1964

Question 41

What generation was born before world war II and are marketed to using print ads

Answer 41

The silent generation

Question 42

What is Maslow's hierarchy of needs?

Answer 42

Developed by psychologist, Abraham H. Maslow it identifies five levels of human needs and you need to fulfill the lower needs before the higher ones

Question 43

What are the five levels of needs most basic to most advanced

Answer 43

Psychological needs, safety and security, love and belonging, self-esteem, and self-actualization

Question 44

What are the basic needs

Answer 44

Physiological needs, safety and security

Question 45

What are the phychological needs

Answer 45

Love and belonging, esteem needs

Question 46

What is the self-fullfillment need

Answer 46

self actualization

Question 47

What is a perceptual screen?

Answer 47

A subconscious way that humans ignore advertisements

Question 48

How do marketers break the perceptual screen?

Answer 48

Use various combinations of all 5 senses, marketers use bright colors, social media, and size

Question 49

What is subliminal perception?

Answer 49

Subconscious receipt of incoming information used to break perceptual screen

Question 50

What is a need?

Answer 50

An imbalance between a consumers actual and desired state

Question 51

What is a motive?

Answer 51

Inner state that directs a person towards the goal of satisfying a need

Question 52

What is an attitude?

Answer 52

Persons enduring favourable or unfavourable evaluations, emotions, actions, or tendencies towards an object or idea

Question 53

What are the three attitude components?

Answer 53

Cognitive- What do I know about this product? Affective- How do I feel about this product? Behavioral- Tendencies to act in a certain manner (what do I do with this)

Question 54

What are the four steps of the learning process?

Answer 54

1. Drive (motivation) 2. Cue (an object in the environment that affects the consumers response) 3.Response (an individuals reaction to a set of drives and cues) 4.Reinforcement (the reduction in drive that creates a satisfied response and creates a bond between the drive and purchasing of a product)

Question 55

How do marketers apply the learning process to marketing decisions

Answer 55

They apply (shaping) a series of rewards and reinforcements to make consumers regular buyers Examples: Costco (free samples) and email list (give them your email for a coupon)

Question 56

What are your four views of yourself?

Answer 56

real self: an objective view of who you are self-image: who you think you are looking-glass self: how you think others see you ideal self: who you want to be

Question 57

What are the two types of buying decisions?

Answer 57

High involvement-buying a home low involvement- buying a candy bar

Question 58

What are the five steps of the consumer decision process?

Answer 58

1. Problem or opportunity 2.Search 3. Evoked set (evaluation of alternatives) 4.Purchase decision 5.Post purchase evaluation

Question 59

What is cognitive dissonance

Answer 59

Imbalance among knowledge, beliefs, and attitudes that occurs after an action or a decision, such as a purchase

Question 60

What are three reasons that cognitive dissonance may increase?

Answer 60

1. The rejected alternatives have desirable features that the chosen product does not provide 2.The dollar value of the purchased item 3. The purchase decision has a major impact on the buyer (food poisoning, etc.)

Question 61

How do marketers reduce cognitive dissodence?

Answer 61

By focusing on the benefits of the produuct