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Consumer Behavior > Test 2 > Flashcards

Test 2 Flashcards

1
Q

What are the three types of communication that marketers can use to in order to share their messages with the consumer

A

one-to-all
one-to-one
one-to-many

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2
Q

True or False: Rational appeals use facts and reasoning to persuade consumers to choose the product being discussed

A

True

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3
Q

True or False: An emotional appeal uses imagery, copy, music, or other tactics to appeal to a consumer’s feelings about a product, service, or issue at hand.

A

False

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4
Q

Television advertisements are an example of ____ communication.

A

One-to-all

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5
Q

True or False: One-to-all is the most effective and labor-intensive form of marketing communication.

A

False

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6
Q

If a brand’s consumer has a low need for cognition, consumers are more likely to be persuaded by ____ framed messages.

A

Negatively

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7
Q

A marketer acknowledging competing products in company messaging and sharing why his or her product is superior to that of the competition defines ____.

A

Two-sided communication

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8
Q

On TV, the commercials that have the best recall are shown ____ of a commercial break.

A

First in the sequence

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9
Q

The ____ is the creative glue that hooks the reader or viewer of an advertisement by trying to connect the brand to the consumer’s wants and needs.

A

Advertising appeal

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10
Q

True or False: Environmental noise occurs when the sender causes a disruption that makes it difficult for the consumer to process the message at hand.

A

False

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11
Q

While there are scores of advertising appeals for marketers to choose from, according to the chapter, one way of categorizing them and understanding the options is to examine both emotional and ____ appeals.

A

Rational

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12
Q

One-to-all

A

Single messages to the mass

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13
Q

One-to-one

A

Personalized, the most effective communication, most labor intensive, peron-to-person

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14
Q

One-to-many

A

Focus on circulating a more target message to a small group of customers, customer segment ex. social

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15
Q

One sided messaging

A

Represent one side of view ex. focusing on the benefits of the product

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16
Q

Two sided messaging

A

Presents an argument on both counterparts

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17
Q

Positive Framing

A

Benefits of purchasing the adverting product

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18
Q

Negative Framing

A

Potential loss if the product is not purchased

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19
Q

Emotional Appeals

A

Use imagery, copy, music, or other tactics to appeal to customer’s feelings about product or services

Personal
Fear
Humor
Natural / Reality
Solution

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20
Q

Appeals

A

The context within which advertisements are
set, and often, they extend well past one advertisement — marketers
choose to focus on one appeal for a campaign as a whole.

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21
Q

Rational Appeals

A

Use facts and reasonings to persuade customers to choose the product they are discussing

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22
Q

What are the most prominent barriers?

A

1) selective exposure
2) communication noise

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23
Q

How do marketers overcome selective exposure and
communication noise? What strategies do they employ?

A

1) Repeated exposure to a message
2) Unique copy and design
3) Understanding the environment in which ads are processed
4) Conducting research

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24
Q

Communication Noises

A

Influence that can have a profound on marketing perceptions ex. psych noise, econ noise

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25
Q

Change in purchasing behavior 1

A

Value of shopping experience

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26
Q

Change in purchasing behavior 2

A

Increase consumer opting:
Convenience
Speed
Low cost

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27
Q

Change in purchasing behavior 3

A

Millennials and Gen Z
* Tailored product choice
* The opportunity to become part of the product creation process
* An ability to share feedback and improvement opportunities
with brands

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28
Q

Factors that influence a customer’s holistic shopping experience
include the following processes:

A

Buying
Usage
Disposable

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29
Q

Buying Process

A

Customer moods, references, store environment, internet

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30
Q

Usage Process

A

Quality of the experience

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31
Q

Disposal Process

A

Throw away, second hand market, renting items

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32
Q

Antecedent States

A

all environmental and internal factors that can impact customer’s mood

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33
Q

Online selling has changed the future of retail in a way
that could not have been anticipated years ago by:

A

1) Eliminating the significant barriers to entry created
by a brick-and-mortar -only retail environment
2) Enabling regional retailers to gain national scale
3) Enabling national chains to reach smaller communities

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34
Q

Several variables can influence purchase decisions within the retail
environment, including:

A

point-of-purchase materials * website design
* price reductions
* mobile experiences
* store atmosphere
* sales personnel

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35
Q

How Can Price Reduction Lead to More Revenue?

A

Existing customers who purchase a larger quantity of product at discounted
price
2. Users of competitor brands who may switch because of discounts and
become loyal to the new product
3. Customers who may not buy the product at all because of cost may opt to
buy the product
4. Customers who don’t shop at the store may opt to go into a new store
because of a sale.

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36
Q

How Can Store Atmosphere Drive More Revenue?

A

Environment:
Music
Scent
Physical conditions:
Layout
Equipment
Colors
Social Conditions
# of customers
# of sales people

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37
Q

Stockouts

A

Cases when a store no longer carry particular product or brand

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38
Q

This is the manifestation of all the environmental and internal factors that impact a consumer’s mood.

A

Antecedent states

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39
Q

According to the chapter, when it comes to the shopping experience, consumers are increasingly opting for ____, speed, and low cost above all other factors.

A

Convenience

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40
Q

Which of the following is not presented in the chapter as a factor that influences a customer’s holistic shopping experience?

A

The decision process

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41
Q

True or False: To a marketer, understanding the product usage process is as critical as understanding the product buying process.

A

True

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42
Q

This, according to the chapter, is a shift in consumer behavior that has left many traditional retailers scrambling.

A

That Millennial and Gen-Z customers are quick to explore and adopt new, online-only retail options

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43
Q

Online selling has changed the future of retail in a way that could not have been anticipated years ago by all of the following except:

A

Eliminating the need for an omni-channel environment

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44
Q

True or False: Retail environments are set up to encourage additional information processing that can often influence purchase choice.

A

True

45
Q

Marketers should be cognizant that offering price reductions do not dilute their brand as price is an indicator of brand quality.

A

True

46
Q

While they elicit positive moods, strong website designs do not affect increases in repeat purchase and consumer loyalty.

A

False

47
Q

The increase in how digitally and tech savvy consumers are has eliminated the need for strong customer service.

A

False

48
Q

What is a brand

A

A name, term, design, symbol, or any other features that identifies
one seller’s good or service as distinct from those of other sellers.

Company’s value, differentiating factors, and the principles
they stand for.

49
Q

What is brand loyalty

A

the consumer’s affect-laden (or emotional)
decision to make repeat purchases of the same brand within
a specific product category.

50
Q

There are several reasons that brand loyalty can be a primary driver
of a business success:

A
  • Reduces customer acquisition costs (increase customer lifetime value)
  • Means customers are more forgiving
51
Q

Whan Park created the theory of multidimensional
brand loyalty

A

The emotive tendency (customer feeling towards the brand)
* The evaluative tendency (assessment of the brand to understand value of drivers)
* The behavioral tendency (drive purchasing behavior)

52
Q

Loyalty Programs

A

Help to build and reinforce
the emotive, evaluative, and behavioral tendencies in positive ways.

  • Informed (test and learn, mix of rewards)
  • Targeted (location, demographics, relevant factors)
  • Experiential (exclusive experiences, most impactful)
  • Easy (streamline, easy sign up)
53
Q

Measure brand loyalty

A

1) Customer Lifetime Value (Customer Value * Average Customer Lifespan)
2) Net Promoter Score (likelihood of referring your
brand to a friend)
3) Customer Loyalty Index (number of customers who are actively engaged in
your loyalty program divided by your total number of
customers)
4) Customer Engagement Numbers (rely on observing tangible customer metrics that are correlated with revenue and profits)

54
Q

Net Promoter Score

A

specific
type of survey
to measure the
experience customers
have with brands

55
Q

This is the consumers’ assessment of a brand based on a set of criteria that helps the customer understand the value the brand drives.

A

Evaluative tendency

56
Q

This is a consumer’s feelings toward a brand.

A

Emotive tendency

57
Q

True or False: Affiliates are companies that work together to aggregate information about various product options in a category.

A

False

58
Q

True or False: The Net Promoter Score (NPS) is a measure of a customer’s likelihood to purchase a brand referred by a friend.

A

False

59
Q

This is a structured system used to reward consumers in exchange for consumers acting in a certain way.

A

Loyalty program

60
Q

This, according to the chapter, is the intangible value proposition that separates one commodity product (or at least products within competitive, fragmented landscapes) from the next.

A

Brand

61
Q

True or False: Loyalty programs that drive purchase work best when they are highly targeted based on location, frequency, or other relevant factors.

A

True

62
Q

True or False: Net Promoter Score (NPS), Customer Loyalty Index (CLI), and customer engagement numbers are all ways of measuring brand loyalty.

A

True

63
Q

True or False: Activity time, visit frequency, and core user actions are typically measured when considering Customer Loyalty Index (CLI).

A

False (CLV)

64
Q

True or False: Brand loyalty increases customer acquisition costs.

A

False

65
Q

Demand first innovation

A

Framework that provides companies with insights into consumers’ perspective of a market category, can be developed with that consumer perspective in mind

  • understand consumer trying to serve as indiv. interacting with
  • understand how the company can positively influence a consumer’s world
  • marketers should seek to see their company, products, and services as consumers do
66
Q

How can companies pursue demand-first innovation and growth to make sure they are truly driving value for consumers? (Joachimsthaler)

A
  • Create a demand landscape (outlines consumers’ conscious and unconscious purchase motivations)
  • Reframe the opportunity space (examine the data and obv. surveys of uncovering consumer unmet needs in the category as a whole)
    Formulate a strategy blueprint (actually pursue newly opp)
67
Q

Goal

A

Objective a consumer strives to achieve

68
Q

Priority

A

measure of relevant value of achieving goals, recognizing customers have multiple goals

69
Q

This is a framework that provides companies with insight into consumers’ perspective of a market category so game-changing innovation can be developed with that consumer perspective in mind.

A

Demand-first innovation

70
Q

True or False: Since it’s clear that innovation is an imperative, it’s easy for companies to define their innovation process and roadmap.

A

False

71
Q

True or False: Creating a demand landscape begins with an understanding of consumer behavior.

A

True

72
Q

In pursuing demand-first innovation and growth, ____ is the step of Erich Joachimsthaler’s three-part framework with the goal to enable marketers and product managers to truly understand how their consumers live their lives apart from their current product and service offerings and in the context of their culture and their emotions (their fears, frustrations, passions, etc.).

A

Create a demand landscape

73
Q

In pursuing demand-first innovation and growth, ____ is the step of Erich Joachimsthaler’s three-part framework that involves focusing attention on identifying the innovative opportunities that consumers can’t name in a conversation with a company through traditional research.

A

Reframe the opportunity space

74
Q

In pursuing demand-first innovation and growth, ____ is the step of Erich Joachimsthaler’s three-part framework typically requires organizational alignment outside of the marketing team to enable the company to change the very systems and processes that may have driven company profitability or success to date.

A

Formulate a strategic blueprint

75
Q

True or False: One of the reasons an observational research methodology is critical in the success of creating a demand-landscape is because there is truly a difference between what people say they prioritize and what they actually do.

A

True

76
Q

True or False: Often, companies are limited to creating only incremental changes as whole-scale innovation is difficult given the regulatory environments that they are in.

A

True

77
Q

A __ is the measure of relative value of achieving goals, recognizing that at any given time it’s likely consumers have multiple goals.

A

Priority

78
Q

True or False: One of the reasons focus groups are critical in the success of creating a demand-landscape is because there is truly a difference between what people say they prioritize and what they actually do.

A

False

79
Q

Culture

A

The shared patterns of behaviors and interactions, cognitive constructs and understanding that are learned by socialization.

80
Q

3 KEY TENETS OF CULTURE

A
  • Culture is a comprehensive concept
  • Cultures differ significantly across the globe
  • Culture isn’t prescriptive
81
Q

Approaches to global marketing opportunities

A
  1. Unified global marketing strategy (market the same product without any customizations)
  2. Local marketing strategy (customizing both the product and its marketing communications
    approach for each market)
  3. Hybrid marketing approach (leaving the product unchanged but customizing its communications strategy)
82
Q

Cross Culture Analysis

A

Understanding the extent that consumers in multiple markets think and act differently

83
Q

What are critical market factors to consider when conducting cross
cultural analysis?

A
  • Linguistic / language barriers
  • Advertising appeals
  • Legal barriers
84
Q

Acculturation

A

The process of driving culture change, often the result of trying to convince consumers to adopt new products and services within a new environment

85
Q

What are 2 roles that marketers have (acculturation)

A
  1. Product development (unmet needs i.e. medication)
  2. Marketing communications (promotional)
86
Q

Cultural Norms

A

The “rules” that specify approval or disapproval of certain behaviors in situations, these rules are derived from cultural values

87
Q

Globalization is:

A

The process of driving cultural change, often the result of trying to convince consumers to adopt new products and services within a new environment
The process of understanding the extent to which consumers in multiple markets think and act differently
A group identity shaped by shared knowledge, belief, law, morals, customs, and many other factors
= The process of interaction and integration among the people of different cultures

88
Q

Cross-cultural analysis is:

A

The process of understanding the extent to which consumers in multiple markets think and act differently

89
Q

Acculturation is:

A

The process of driving cultural change, often the result of trying to convince consumers to adopt new products and services within a new environment

90
Q

True or False: Consumers sometimes mistrust or resent international brands, seeing them as hurtful to the local culture.

A

True

91
Q

____ is a group identity shaped by shared knowledge, belief, law, morals, customs, and many other factors, an all-encompassing, comprehensive concept that pervades all aspects of consumer behavior.

A

Culture

92
Q

True or False: Culture impacts biological needs (e.g., the need to eat, the need for shelter, etc.).

A

False

93
Q

Which of the following is presented in the chapter as an option for marketers to choose from based on their decisions to customize products and/or communications strategies for international markets?

A

Changing the product itself but leaving its communications strategy unchanged
Customizing both the product and its marketing communications approach for each market
Leaving the product unchanged but customizing the communications strategy
= All of these are presented in the chapter as options for marketers

94
Q

True or False: In consumer behavior terms, cross-cultural analysis means understanding the extent to which consumers in multiple markets think and act differently.

A

True

95
Q

True or False: In markets where interdependence is more important than independence, marketers may choose to focus their communications on messages that portray individual achievement.

A

False

96
Q

Globalization is:

A

The process of interaction and integration among the people of different cultures

97
Q

Technology has enabled marketers to garner access to a global panel
of customers who can share:

A

More holistic view of consumer behavior
* More agile approach to research
* Global insights
* Richer understanding of the context in which customers interact
with their products and brands.

98
Q

Google Shopping

A

A service that allows users to search for products online and compare among various vendors

99
Q

Scaling

A

Refers to a business’ ability to grow cost-effectively from both a monetary cost and people cost perspective

100
Q

True or False: Google Shopping is a service that allows users to search for products online and compare prices among various vendors.

A

True

101
Q

As a result of __, companies could demonstrate they truly understood consumer needs because advertisers could serve up ads based on consumers’ browsing patterns, making ads truly relevant to consumers.

A

Remarketing

102
Q

True or False: Since the 1960s, no marketplace trends have had as significant an impact on the variables of the 4 P’s marketing mix as globalization.

A

False

103
Q

True or False: Almost every industry is shifting from physical product development to technology product development.

A

True

104
Q

Edmund Jerome McCarthy’s definition of ____ was traditionally referred to as a product’s distribution strategy.

A

Place

105
Q

That consumers can purchase from a fragmented distribution landscape involving sites the marketer has no control over is a condition of this element of the 4 P’s marketing mix.

A

Place

106
Q

As business students, it’s important to add a fifth “P” to McCarthy’s marketing mix:

A

People

107
Q

According to the chapter, this is a strategy that can be quite effective for lower involvement products where service and other aspects of the marketing mix have less importance.

A

matching prices for items customers find online

108
Q

True or False: In addition to investing in huge call centers, smart marketers are using AI-driven chatbots to meet consumer needs while reaping significant cost savings.

A

False

109
Q

True or False: As consumer preferences shift, the demand for marketers focused on product innovation has shifted to demand for technology product managers.

A

True

Consumer Behavior (2 decks)

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