Test 1

Question 1

What is consumer behavior?

Answer 1

The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.

Question 2

What are consumption communities?

Answer 2

A consumption community refers to a group of consumers who share an interest in a particular consumption activity and/or ideology. The community can either be organized by consumers themselves, by a company or brand, or by an interested third party.

Question 3

Market Segmentation Strategies

Answer 3

A market segmentation strategy organizes your customer or business base along demographic, geographic, behavioral, or psychographic lines—or a combination of them.

Question 4

What are the stages of the consumer process?

Answer 4

• pre-purchase
• purchase
• post-purchase

Question 5

80/20 rule / heavy users

Answer 5

80% of your company sales come from 20% of your customers

Question 6

Role theory / types

Answer 6

○Self-concept attachment
○Nostalgic attachment
○Interdependence
○Love

Question 7

Self-concept attachment

Answer 7

“The product helps to establish the user’s identity.”

Question 8

Nostalgic attachment

Answer 8

“The product serves as a link with a past self.”

Question 9

Interdependence

Answer 9

“The product is a part of the user’s daily routine.”

Question 10

Love

Answer 10

“The product elicits emotional bonds of warmth, passion or other strong emotion.”

Question 11

Need Vs Want

Answer 11

the idea of survival is real, meaning someone would die without their needs being met. This includes things like food, water, and shelter. A want, in economics, is one step up in the order from needs and is simply something that people desire to have, that they may, or may not, be able to obtain.

Question 12

What is Motivation?

Answer 12

Motivation is an inner drive that reflects goal-directed arousal. In a consumer behavior context, the results is a desire for a product, service, or experience. It is the drive to satisfy needs and wants, both physiological and psychological, through the purchase and use of products and services.

Question 13

What is a consumer space?

Answer 13

is an environment where individuals dictate to companies the types of products they want and how, when, and where (or even if) they want to learn about those products.

Question 14

What is materialism?

Answer 14

Materialism is defined as the importance an individual attaches to worldly possessions, which has been considered as an important construct in consumer behavior and marketing literature.

Question 15

What is market Obligation

Answer 15

Marketers have an obligation to provide safe and functional products as part of their business activities.

Question 16

What are consumer rights

Answer 16

Consumer rights are generally a reference to a body of law that pertains to things the producers of goods must do to protect customers from harm. These laws have come into existence through a series of legal disputes, and have been shaped by the results of those cases.

Question 17

What is social marketing?

Answer 17

encourages positive behavior and discourages negative activities (ex: don’t text and drive).

Question 18

What is Corporate Social Responsibility?

Answer 18

the process of encourage organizations to make a positive impact on stakeholders

Question 19

What is cause marketing?

Answer 19

a strategy that aligns businesses with a cause (Tom’s One for One).

Question 20

What is consumer normalcy?

Answer 20

reflects how identity is constructed and maintained in part through shopping and is defined as a desire to live like other consumers, be accepted as other consumers are, and be acceptable to one’s self in consumption contexts.

Question 21

What are the 4 dimensions of consumer normalcy

Answer 21

Consumer normalcy consists of four dimensions: participating or being-in-the-marketplace, achieving distinction through the marketplace, demonstrating competence and control, and being perceived as an equal in the marketplace.

Question 22

What is Consumer Vulnerability

Answer 22

is a state of powerlessness that arises from an imbalance in marketplace interactions or from the consumption of marketing messages and products. It occurs when control is not in an individual’s hands, creating a dependence on external factors (e.g., marketers) to create fairness in the marketplace. The actual vulnerability arises from the interaction of individual states, individual characteristics, and external conditions within a context where consumption goals may be hindered and the experience affects personal and social perceptions of self.

Question 23

Sensory marketing

Answer 23

Sensory branding is a type of marketing that appeals to all the senses in relation to the brand. It uses the senses to relate with customers on an emotional level. Brands can forge emotional associations in the customers’ minds by appealing to their senses.

Question 24

Perception

Answer 24

Perception is a three-stage process that translates raw stimuli into meaning.

Question 25

What are the stages of Perception?

Answer 25

exposure, attention, and interpretation

Question 26

What is a sensory threshold

Answer 26

the area within which stimuli can make a conscious impact on the person’s awareness.

Question 27

Subliminal Advertising

Answer 27

is a controversial - but largely-perceived ineffective - way to talk to consumers.

Question 28

Attention

Answer 28

the extent to which processing activity is devoted to a particular stimulus

Question 29

interpretation

Answer 29

the meanings we assign to sensory stimuli

Question 30

Semiotics

Answer 30

The field of semiotics helps us to understand how marketers use symbols to create meaning.

Question 31

What is Semiotics

Answer 31

the study of signs and symbols and their use or interpretation.

Question 32

Brand Equity

Answer 32

brand has strong positive associations in a consumer’s memory and commands a lot of loyalty as a result.

Question 33

Stimulus generalization

Answer 33

tendency for stimuli similar to a conditioned stimulus to evoke similar, unconditioned responses.
-family branding
-product line extensions
licensing

Question 34

Frequency Marketing

Answer 34

Reward regular consumers with prizes that get better as they spend more.

• Store and brand loyalty, check-ins on foursquare
• Social marketing
• Employee performance