Midterm CB

Question 1

What is market segmentation? Give three examples of market segments.

Answer 1

Market Segmentation: Dividing a market into distinct groups based on needs, behaviors, or characteristics.
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Examples: Age groups (e.g., millennials), geographic regions (urban/rural), and income levels (luxury vs. economy).

Question 2

Define consumer behavior.

Answer 2

Consumer Behavior: The study of how individuals select, purchase, use, and dispose of products, services, and experiences to satisfy needs.

Question 3

What is popular culture, and how does this concept relate to marketing and consumer behavior?

Answer 3

Popular Culture: Shared societal beliefs and values often conveyed through media, music, and fashion. It influences consumer behavior by shaping trends and product desirability.

Question 4

“People often buy products not for what they do but for what they mean.” Explain the meaning of this statement and provide an example.

Answer 4

Meaning of Products: People buy products not just for function but for symbolism.
- Example: A luxury car represents status more than just transportation.

Question 5

”Consumer behavior is a process” ,do you agree or disagree with this statement?Please write your answer with detailed approaches.

Answer 5

Agree. Consumer behavior involves a sequence from need recognition, information search, and decision-making, to post-purchase behavior.

Question 6

What do we mean by the term global consumer culture?

Answer 6

The spread of similar values, tastes, and preferences globally due to mass media and technology, leading to similar buying patterns across cultures.

Question 7

What are business ethics, and why is this an important topic?

Answer 7

Moral principles guiding business conduct. Important because it fosters trust, promotes fair practices, and can lead to long-term success.

Question 8

What is greenwashing, and why is it a problem for marketers?

Answer 8

Misleading claims about a product’s environmental benefits. It’s problematic because it erodes consumer trust.

Question 9

What are the three common elements that characterize many negative or destructive consumer behaviors ?

Answer 9

Negative Consumer Behaviors:
- Compulsive buying.
- Addictive consumption.
- Exploitative consumption.

Question 10

The economics of information perspective argues that advertising is important. Why?

Answer 10

Advertising provides essential information that helps consumers make informed purchasing decisions.

Question 11

Who are the consumed consumers?

Answer 11

Consumed Consumers: Individuals who are exploited in the market process, such as workers in harsh conditions or organ donors.

Question 12

Please explain the term Shrinkage.

Answer 12

Shrinkage: Loss of inventory due to theft, fraud, or error, commonly affecting retailers.

Question 13

Give examples for Marketing Application Colors.

Answer 13

Marketing Application Colors:
- Red: Excitement, energy.
- Blue: Trust, calm.
- Green: Health, environment.
These colors can evoke specific emotions and associations in consumers.

Question 14

How does the sense of touch influence consumers’ reactions to products?

Answer 14

The sense of touch influences consumer reactions. Soft, luxurious products can create positive feelings, while rough, cheap-feeling products may deter consumers. Touch can also influence perceived quality, memory, and purchase decisions.

Question 15

Identify and describe the three stages of perception.

Answer 15

Perception is the process of interpreting sensory information to form a mental representation of the world. It involves three stages:

Sensation: This is the initial stage where sensory receptors (like eyes, ears, nose, tongue, and skin) detect and receive sensory information from the environment.
Attention: Here, the brain selects and focuses on specific sensory information, filtering out irrelevant stimuli. Attention is influenced by factors like novelty, intensity, and relevance to our needs or goals.
Interpretation: In this final stage, the brain assigns meaning to the sensory information, drawing on past experiences, memories, and expectations. This is where we make sense of what we perceive.

Question 16

What is the difference between an absolute threshold and a differential threshold?

Answer 16

Absolute threshold refers to the minimum level of stimulation required to detect a particular stimulus. It’s the point at which a sensation is just barely noticeable. For example, the absolute threshold for hearing is the quietest sound a person can detect.

Differential threshold is the smallest difference between two stimuli that can be detected. It’s also known as the just noticeable difference (JND). For instance, the differential threshold for weight would be the smallest difference in weight you could perceive between two objects.

Question 17

Please write 3 types of memory and explain each of them.

Answer 17

Types of Memory:
- Sensory Memory: Brief storage of sensory info.
- Short-term Memory: Temporary, limited capacity.
- Long-term Memory: Permanent and limitless storage.

Question 18

Why is it not necessarily a good idea to advertise a product in a commercial where a really popular song plays in the background?

Answer 18

Popular Song in Ads: Distracts attention from the product, making the song more memorable than the brand.

Question 19

What is external memory, and why is it important to marketers?

Answer 19

External memory is information stored outside the mind, like in books or online. It’s important to marketers because it helps consumers remember brands, make decisions, and find information.

Question 20

List the three types of memory, and explain how they work together.

Answer 20

1. Sensory Memory: This is the initial stage of memory, where sensory information (like sights, sounds, smells) is briefly held. It’s like a snapshot that fades quickly unless attention is paid.
2. Short-Term Memory (STM): If you pay attention to the sensory information, it moves to STM. This is a temporary storage area where information is held for a short period (usually 15-30 seconds) while it’s being processed.
3. Long-Term Memory (LTM): Information from STM can be transferred to LTM for more permanent storage. LTM has a vast capacity and can hold information for years or even decades.

How they work together:

Sensory memory captures initial information.
If the information is attended to, it moves to short-term memory for further processing.
Through rehearsal or encoding, information from short-term memory can be transferred to long-term memory for storage.
When needed, information from long-term memory can be retrieved and brought back into short-term memory for use.

Question 21

Give an example of an episodic memory.

Answer 21

Episodic memory is a type of long-term memory that stores personal experiences and events. It’s like a mental diary of your life.

Here’s an example:

Remembering your first day of school: You might recall the anxiety you felt, the smell of the classroom, the teacher’s name, and the activities you did.
This is an episodic memory because it’s a specific personal event from your past that you can vividly recall.

Question 22

How can marketers use repetition to increase the likelihood that consumers will learn about their brand?

Answer 22

Repetition in Branding: Repeated exposure increases familiarity and reinforces brand association.

Question 23

What is the major difference between behavioral and cognitive theories of learning?

Answer 23

Behavioral and cognitive theories of learning offer different perspectives on how learning occurs:

Behavioral Theories: Focus on observable behaviors and how they are influenced by environmental stimuli. They emphasize the role of rewards and punishments in shaping behavior.

Cognitive Theories: Emphasize mental processes and how individuals actively process and interpret information. They highlight the importance of internal factors like attention, memory, and thinking in learning.

In summary, behavioral theories focus on external factors that shape behavior, while cognitive theories focus on internal mental processes.

Question 24

What are the 5 types of perceived risks?

Answer 24

Perceived Risks:

Functional: Will it work as expected?
Financial: Will it be a waste of money?
Physical: Will it cause harm?
Psychological: Will it affect my self-esteem?
Social: Will it affect my relationships or status?

Question 25

What is motivation and why is this idea so important to marketers?

Answer 25

Motivation is what drives people to act. It’s important to marketers because it helps them understand consumers and create effective strategies to influence their choices.

Question 26

Explain the difference between a need and a want.

Answer 26

Needs are basic requirements for survival, such as food, water, shelter, and clothing. They are essential for human existence.

Wants are desires or preferences that go beyond basic necessities. They are often influenced by culture, society, and marketing. Wants can be endless and are often driven by a desire for status, pleasure, or convenience.

Question 27

What is consumer involvement? How is this concept related to motivation?

Answer 27

Consumer involvement is the level of interest and importance a consumer places on a product. Highly involved consumers are more motivated to research, compare, and make informed decisions. They’re also more likely to be loyal to brands and recommend them to others.

Question 28

What are some strategies marketers can use to increase consumers’ involvement with their products?

Answer 28

To increase consumer involvement:

Personalize: Make products relevant to individual needs.
Highlight risks: Make consumers think more deeply.
Provide information: Give consumers more details.
Encourage participation: Let consumers be involved in product development.
Create a community: Build a sense of belonging around the product.

Question 29

What is cognitive dissonance?

Answer 29

Cognitive dissonance is a psychological discomfort that occurs when a person holds conflicting beliefs, attitudes, or behaviors. It arises when there is a discrepancy between a person’s actions and their beliefs or values. For example, a person who believes in environmental protection may experience cognitive dissonance if they purchase a product that is harmful to the environment.

Question 30

What is the difference between a mood and an emotion?

Answer 30

Emotions are intense, short-lived reactions to specific events or stimuli. They are often accompanied by physiological changes, such as increased heart rate or sweating. Examples of emotions include anger, fear, joy, and sadness.

Moods are longer-lasting, more generalized emotional states that do not have a specific target or cause. They can influence our thoughts, behaviors, and perceptions. Examples of moods include happiness, contentment, anxiety, and depression.

Question 31

List three dimensions that describe the self-concept.

Answer 31

1. Actual Self: This is how you perceive yourself. It’s your own self-assessment of your abilities, traits, and characteristics.
2. Ideal Self: This is the person you aspire to be. It’s your vision of your best possible self, including your goals, dreams, and aspirations.
3. Social Self: This is how you believe others perceive you. It’s your self-image based on the feedback and reactions of others.

Question 32

What does “the looking-glass self” mean? How do feelings about the self influence what we buy?

Answer 32

The looking-glass self is a sociological concept that suggests our sense of self is largely based on how we believe others perceive us. It’s like seeing ourselves reflected in the eyes of others.

How feelings about the self influence what we buy:

Self-esteem: People with high self-esteem are more likely to purchase products that they believe will enhance their self-image or status. They may be willing to pay a premium for brands that align with their ideal self. Conversely, people with low self-esteem may avoid products that they perceive as being beyond their reach or that they fear will make them feel inadequate.

Self-expression: People often use products to express their identity or personality. For example, a person might choose to wear a certain brand of clothing or accessories to convey their style or values.

Social comparison: People often compare themselves to others and use products to maintain or improve their social standing. They may purchase products that they believe will make them appear more successful, attractive, or desirable to others.

Question 33

How do Eastern and Western cultures differ in how people think about the self?

Answer 33

Western cultures often emphasize individualism and personal autonomy. People in Western societies tend to view themselves as separate entities with unique identities and goals. They prioritize personal achievement, self-expression, and individual rights.

Eastern cultures generally emphasize collectivism and interdependence. People in Eastern societies often view themselves as part of a larger social group, such as a family, community, or nation. They prioritize harmony, cooperation, and fulfilling their social roles.