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Principles of Bio Med > Marketing Unit 3 Test Flashcards > Flashcards

Marketing Unit 3 Test Flashcards

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1
Q

What is consumer behavior?

A

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

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2
Q

What two factors affect consumer behavior?

A

Interpersonal and personal

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3
Q

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

A

Psychology and sociology

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4
Q

What are external (interpersonal) determinants of consumer behavior?

A

Cultural, social, family

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5
Q

What are internal/personal determinants of consumer behavior?

A

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

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6
Q

What are cultural influences

A

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

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7
Q

What can influence your culture?

A

Where you are born and language

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8
Q

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

A

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

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9
Q

What new values are consumers in the United States adopting?

A

Communicating with anyone, anywhere, and anytime using technology

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10
Q

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

A

False

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11
Q

What are subcultures

A

Groups within a culture that have their own modes of behavior

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12
Q

In what ways can subcultures differentiate from one another?

A

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

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13
Q

What are the three biggest minorities in the United States?

A

Hispanic, African Americans, and Asian American consumers

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14
Q

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

A

Hispanic, African Americans, and Asian American

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15
Q

What is acculturation?

A

The degree to which newcomers adopted U.S. culture

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16
Q

What does homogeneous mean?

A

Not of the same culture

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17
Q

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

A

Hispanics

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18
Q

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

A

African Americans

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19
Q

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

A

Asian Americans

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20
Q

What two things affect social influences drastically?

A

Status and roles

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21
Q

What is status?

A

Relative position of any member in a group

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22
Q

What are roles?

A

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

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23
Q

What is the Asch Phenomenon?

A

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

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24
Q

What are reference groups?

A

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

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25
Q

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

A

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

26
Q

What are social classes determined by?

A

The income and occupation of both parents

27
Q

What are the social classes from highest to lowest?

A
  1. Upper-upper
    2.Lower-upper
    3.Upper-middle
    4.Lower-middle
    5.Working class
    6.Lower class
28
Q

How do purchasing trends flow through the social classes?

A

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

29
Q

What are trendsetters?

A

Trendsetters purchase new products before others and influence others purchases

30
Q

What are opinion leaders?

A

Have knowledge and interest in the product

31
Q

How does information about goods and services reach different people?

A

Goes from mass media to opinion leaders to consumers

32
Q

What are the four main types of roles in families?

A

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

33
Q

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

A

Generation Z

34
Q

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

A

Millennials

35
Q

When was Gen Z born?

A

1996-2010

36
Q

When were millenials born?

A

1977-1995

37
Q

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

A

Gen X

38
Q

When were Gen Xers born

A

1965-1976

39
Q

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

A

Baby boomers

40
Q

When were baby boomers born

A

1946-1964

41
Q

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

A

The silent generation

42
Q

What is Maslow’s hierarchy of needs?

A

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

43
Q

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

A

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

44
Q

What are the basic needs

A

Physiological needs, safety and security

45
Q

What are the phychological needs

A

Love and belonging, esteem needs

46
Q

What is the self-fullfillment need

A

self actualization

47
Q

What is a perceptual screen?

A

A subconscious way that humans ignore advertisements

48
Q

How do marketers break the perceptual screen?

A

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

49
Q

What is subliminal perception?

A

Subconscious receipt of incoming information used to break perceptual screen

50
Q

What is a need?

A

An imbalance between a consumers actual and desired state

51
Q

What is a motive?

A

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

52
Q

What is an attitude?

A

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

53
Q

What are the three attitude components?

A

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)

54
Q

What are the four steps of the learning process?

A
  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)
55
Q

How do marketers apply the learning process to marketing decisions

A

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)

56
Q

What are your four views of yourself?

A

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

57
Q

What are the two types of buying decisions?

A

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

58
Q

What are the five steps of the consumer decision process?

A
  1. Problem or opportunity
    2.Search
  2. Evoked set (evaluation of alternatives)
    4.Purchase decision
    5.Post purchase evaluation
59
Q

What is cognitive dissonance

A

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

60
Q

What are three reasons that cognitive dissonance may increase?

A
  1. The rejected alternatives have desirable features that the chosen product does not provide
    2.The dollar value of the purchased item
  2. The purchase decision has a major impact on the buyer (food poisoning, etc.)
61
Q

How do marketers reduce cognitive dissodence?

A

By focusing on the benefits of the produuct

Principles of Bio Med (11 decks)

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