3&4

Question 1

Information in our long-term memory is not stored randomly, but can be thought of as being kept in a ranked system of mental files.

Answer 1

True

Question 2

A consumer engaged in peripheral route processing is more likely to make an impulse buy than a consumer engaged in central route processing.

Answer 2

True

Question 3

Zainab wants to make an omelet for dinner, but she is out of eggs. Negative motivation is the force that moves Zainab to go to the grocery store to buy eggs.

Answer 3

True

Question 4

Tamika breaks her phone while she is out dancing one night. When looking for a new phone, she goes to the store and considers the newer model of her old phone plus two other companies’ phones that have similar prices but different features. These two other brand phones make up Tamika’s evoked set.

Answer 4

True

Question 5

In terms of the human communication process model, what role does the sponsor of the advertisement play?

Answer 5

Source

Question 6

Alan did not notice the ad for Goodwater riding equipment in Western Horseman because he was much more interested in an article on Argentinian cowboys on the page opposite the equipment ad. In terms of the communication process, the article on Argentinian cowboys served as _____ for the Goodwater ad.

Answer 6

noise

Question 7

Thomas was planning on seeing a movie last weekend. After trying and failing to read the small print which told the times the movie would be shown, he gave up and decided to go to the zoo instead. In this case, _____ screens influenced his perception.

Answer 7

physiological

Question 8

Destini is looking to diversify her investments. She talks to her grandmother and then reads up on several companies she might buy stock in before discussing them with her financial advisor. Which of the following best describes the method Destini is using to learn more about her investing options?

Answer 8

cognitive theory

Question 9

Gopal bought a Schwinn road bike in good condition from a used bike shop for $160, thinking he got a steal. When he got home and searched for his bike on the Internet, he found the same model for sale from Walmart for $149 new. Rather than getting upset at the price difference, Gopal justifies the purchase to himself by deciding it was better to support a local bike shop than a chain. Gopal’s rationalization is an example of someone trying to

Answer 9

reduce cognitive dissonance.

Question 10

Which of the following promotions is intended to help the advertiser meet the goal of habit reinforcement?

Answer 10

For every ten cups of coffee you purchase at a local convenience store, you get one free.

Question 11

Utility

Answer 11

A products ability to satisfy both functional needs and symbolic or psychological wants. A prodcuts problem-solving potential may include form, task, posessession, time or place utility

Question 12

Communicating product utility is an essential component of marketing success.

Answer 12

True

Question 13

The process of market segmentation is a three-step process that begins with planning, defining the product, and identifying the market.

Answer 13

False

Question 14

Demographic segmentation would most likely be used to sell Fulla, a doll designed to embody the image of a proper Muslim woman.

Answer 14

True

Question 15

Psychographics are useful in the marketing of all products because psychographic systems, such as VALS, are easy to use.

Answer 15

True

Question 16

An example of a private label brand is Costco’s Kirkland brand.

Answer 16

True

Question 17

Harris Teeter Inc. is a chain of supermarkets in the Atlanta area. In one of its stores in a predominantly Jewish neighborhood, the store has three rabbis on staff who make sure the foods sold at the store are kosher. Every Harris Teeter store has distinct characteristics that align it with the neighborhood in which it is located. The chain is using _____ segmentation.

Answer 17

geodemographic

Question 18

Over the past decade, brands that were once available only to the wealthy have created more affordable product extensions, giving a far broader range of consumers a taste of the good life. Jaguar, for instance, launched its X-type sedan, which starts at $30,000 and is meant for the “almost rich” consumer who aspires to live in luxury. By marketing to people who desire a luxurious lifestyle, Jaguar is using

Answer 18

psychographic segmentation.

Question 19

Which of the following is a limit of consumer segmentation methods?

Answer 19

For some products psychographics may offer little real value, as it oversimplifies consumer personalities and purchasing behavior.

Question 20

In order to get the iPad ordered at retailers like Best Buy, Apple drove up demand through advanced advertising to consumers. Apple knew that consumer demand influences which products the tech retailers would carry. This was an example of

Answer 20

Pull Strategy

Question 21

When Hannah buys almond soap from a vendor at an arts and crafts show, and the vendor who sells the soap is actually the person who made the soap from scratch, that is an example of

Answer 21

direct distribution

Question 22

exchange

Answer 22

the trading of one thing of value for another thing of value

Question 23

target market

Answer 23

themarket segment or group within the market segment toward which all marketing activities will be directed

Question 24

target audience

Answer 24

the specific group of individuals to whom the advertising message is directed

Question 25

consumers

Answer 25

people who buy products and services for their own or someone else's use

Question 26

business advertising

Answer 26

Advertising directed at people who buy goods and services for resale for use in a business or organization or for manufacturing other products

Question 27

behavioristic segmentation

Answer 27

method of segmenting consumers based on the benefits being sought

Question 28

user status

Answer 28

six categories into which consumers can be placed, which reflect varying degrees of loyalty to certain brands and products. The categories are sole users, semisole users, discount uses, aware nontriers, trial/ rejectors, and repertoire users

Question 29

volume segmentation

Answer 29

defining consumers as light, medium, or heavy users of products

Question 30

usage rates

Answer 30

the extent to which consumers use a product, light, medium, or heavy

Question 31

purchase occasion

Answer 31

a method of segmenting markets on the basics of when consumers buy and use a good or service

Question 32

benefits

Answer 32

the particular product attributes offered to customers, such as high quality, low price, status, speed, sex appeal, good taste, and so on.

Question 33

benefit segmentation

Answer 33

method of segmenting consumers based on the benefits being sought

Question 34

geographic segmentation

Answer 34

a method of segmenting markets by geographic regions based on the shared characteristics needs, or wants of people within a region

Question 35

demographic segmentation

Answer 35

based on a population's statistical characteristics such as gender, age, ethnicicity, education, occupation, income, or other quantifiable factors

Question 36

geodemographic segmentation

Answer 36

combining demographics with geographic segmentation to select target markets in advertising

Question 37

psychographic segmentation

Answer 37

method of defining consumer markets based on psychological variables including values, attitudes, personality, and lifestyle

Question 38

psychographics

Answer 38

the grouping of consumers into market segments on the basis of psychological marke up values attitude personality and lifestyle

Question 39

primary motivation

Answer 39

the pattern of attitudes and activities that help people reinforce, sustain, or modify their social andself-image. An understanding of the primary motivation of individuals helps advertisers promote and sell goods and services.

Question 40

resources

Answer 40

a term in the values and lifestyles typology relating to the range of psychological, physical, demographic, andmaterial capacities that consumers can draw upon. The resource axis includes education, income, self-confidence, health, eagerness to buy, and energy level

Question 41

business markets

Answer 41

organizations that buy natural resource, component products, and services that they resell, use to conduct their business, or use to manufacture another product

Question 42

north american industry classification system codes

Answer 42

method used by the us department of commerce to classify all businesses. the naics codes are based on broad industry groups, subgroups, and detaield groups of firms in smaller lines of business

Question 43

primary demand trend

Answer 43

the projection of future consumer demand for a product category, based on past demand and other market influences

Question 44

target marketing

Answer 44

the process by which an advertiser focuses as marketing efforts on a target market

Question 45

target market

Answer 45

the market segment or group within the market segment toward which all marketing activities will be directed

Question 46

product concept

Answer 46

the consumer's perception of a product as a bundle of utilitarian and symbolic values that satisfy functional, social , psychological and other wants and needs

Question 47

marketing mix

Answer 47

four elements called the 4Ps (product, price, place, and promotion), that every company has the option of adding, subtracting, or modifying in order to create a desired marketing strategy

Question 48

four Ps

Answer 48

product, price, place, and promotion used by every company

Question 49

product element

Answer 49

the most important element of the marketing mix: the good or service being offered and the values associated with it including the way the product is designed and classified, positioned, branded, and packaged

Question 50

product life cycle

Answer 50

Progressive stages in the life of a product including introduction growth maturity and decline that affect the way a product is marketed and advertised

Question 51

early adopters

Answer 51

prospects who are most willing to try new products and services

Question 52

primary demand

Answer 52

consumer demand for whole product category

Question 53

Introductory Phase

Answer 53

the initial phase of the product life cycle (aka pioneering phase) when a new product is introduced, costs are highest, and profits are lowest

Question 54

pull strategy

Answer 54

marketing and advertising and sales promotionactivities aimed at inducing trial purchase and repurchase by consumers

Question 55

push strategy

Answer 55

marketing advertising andsales promotion activites aimed at getting products into the dealer pipeline and accelerating sales by offering inducements to dealers retailers and salespeople

Question 56

growth stage

Answer 56

the period in a product life cyclethat is marked by market expansion as more and more customers make their first purchases while others are already making their second and third purchases

Question 57

maturity stage

Answer 57

that point in the product life cycle when the market has become saturated with products, the number of new customers has dwindled and competition is most intense

Question 58

selective demand

Answer 58

consumer demand for the particular advantages of one brand over another

Question 59

decline stage

Answer 59

the stage in the product the cyrcle when sales begin to ddecline due to obsolence new tech or changing consumer tastes

Question 60

position

Answer 60

the way in which a product is ranked in the consumer's mind by the benefits it offers by the way it is classified or differentiated from the competition or by its relationship to certain target markets

Question 61

perceptible differences

Answer 61

differences between products that are visibly apparent to the consumer

Question 62

hidden differences

Answer 62

imperceptible but existing differences that may affect the desirability of a product

Question 63

induced differences

Answer 63

distinguishing characteristics of products effected through unique branding, packaging, distribution, merchandising and advertsiing

Question 64

branding

Answer 64

marketing function that identifies products and their source and differentiates them from other products

Question 65

brand

Answer 65

that combination of name, words, symbols, or design that identifies the product andits source and distribuishes it from competing products the fundamental differentiating device for all products

Question 66

individual brand

Answer 66

assigning a unique name to each product a manufacturer produces

Question 67

family brand

Answer 67

the marketing of various products under the same umbrella name

Question 68

nutritional brands

Answer 68

product brands that are marketed in several regions of the country

Question 69

private labels

Answer 69

personalized brands applied by distributors or dealers to products supplied by manufacturers. private brands are typically sold at lowr prices in larger retail chain stores

Question 70

licensed brands

Answer 70

brand names that other companies can buy the right to use

Question 71

brand equity

Answer 71

the totality of what consumers distributors dealers and competititors feel and think about a brand over an extended period of time in short it is the value of the brand's capital

Question 72

copy points

Answer 72

copywriting themes in a product's advertising

Question 73

price element

Answer 73

in the marketing mix the amount charged for the good or service including deals discounts terms warranties and so on the factors affecting price are market demand cost of productiona nd distribution competitiotn and corporate objectives

Question 74

psychological pricing

Answer 74

using price as a means of infliencing a consumer's behavior

Question 75

place distribution element

Answer 75

how and where customers will buy a company's product; either direct or indirect distribution

Question 76

direct distribution

Answer 76

the method of marketing in which the manufacturer sells directly to the customers without the use of retailers

Question 77

network marketing

Answer 77

a method of direct distribution in which individiuals act as independent distributors for a manufavturer or private-label marketer

Question 78

reseller

Answer 78

businesses that buy prodcuts from manufacturers or wholesalers and then resell the merchansidse to consumers or other buyers called the middlemen. The most common examples of resellers are retail stores and catalog reailers

Question 79

distribution channel

Answer 79

the network of all the firsm and individuals that take title or assist in taking title to the product as it moves from the producer to the consumer

Question 80

intensive distributions

Answer 80

a distirbution strategy based on making the product available to consumers at every possible location so that the consumers can buy with a minimum of effort

Question 81

selective distribution

Answer 81

staregy of limiting the distribution of a product to select outlets in order to reduce dsitribution and promotion costs

Question 82

selective distribution

Answer 82

strategy of limiting the distirbution of a product to select outlets in order to reduce distribution and promotion costs

Question 83

cooperative advertising

Answer 83

the sharing of advertising costs by the manufacturer and the distributor or retailer the manufacturer may repay 50 or 100 percent of the dealer's advertising costs or soem other amountbased on sales

Question 84

exclusive distribution

Answer 84

the strategy of limiting the number of wholsalers or retailers who can sell a product in order to gain a prestige image, maintain premium prices, or protect other dealers in a geographic region

Question 85

vertical marketing system

Answer 85

a system in which the main members of a distribution channel producer wholesaler and retailer work otgether as a cooperative group to meet consumer needs

Question 86

retail cooperative

Answer 86

a group of independent retailers who establish a central buying organization to acquire discounts from manufavturers and gain economies from oin advertising and promotion efforts

Question 87

franchising

Answer 87

a type of vertical marketingsystem in which dealers pay a fee to operate underr the guidelines an ddirection of the parent company or manufacturer

Question 88

promotion (communication) element

Answer 88

includes all market related communications between the seller and the buyer

Question 89

marketing communications

Answer 89

the various efforts and tools companies use to communicate with customers and prospects including newspaper ads, event sponsorship, publicicty, telemarketing, digital ads, and coupons to mention just a few

Question 89

marketing communications

Answer 89

the various efforts and tools companies use to communicate with customers and prospects including newspaper ads, event sponsorship, publicicty, telemarketing, digital ads, and coupons to mention just a few

Question 89

marketing communications

Answer 89

the various efforts and tools companies use to communicate with customers and prospects including newspaper ads, event sponsorship, publicicty, telemarketing, digital ads, and coupons to mention just a few

Question 90

SOURCE

Answer 90

the party that formulates the idea encdes it as a message and sends it via soemc hannel to the receiver

Question 91

message

Answer 91

in oral comm, the idea formulated and encoded bythesource and sent to the receiver

Question 92

encoded

Answer 92

translating an idea or message into words, symbols, and illustrations

Question 93

semoitics

Answer 93

the studyof how humans use words gestures signs and symbols to convery feelingsthoughts ideas and idealogies

Question 94

channel

Answer 94

any medium through which an encoded message is sent to a receiver including oral communication print media tv and the internet

Question 95

personal channels

Answer 95

means of communication that involve direct contact betwen the parties, usuch as personal selling

Question 96

nonpersonal channels

Answer 96

meansof communication that dontinvolve interpersonal contact between the sender and receiver ex: indlude advertising publicity and sales promotion

Question 97

receiver

Answer 97

in oral communication this party decodes the message to understand it

Question 98

decode to interpret a message by the receiver

Question 99

noise

Answer 99

the senders advertising message competing daily with hundreds of other commercial and noncommercial messages

Question 100

feedback

Answer 100

a message that acknowledges or responds to an initial message

Question 101

interactive media

Answer 101

medai such as the internet and interactive tv that permit consumers to give instantaenous real-time feedback on the same channel used by the original message sender

Question 102

consumer behavior

Answer 102

the activities actions and influences of people who purchase and use goods and services to satisfy their personal or household needs and wants

Question 103

consumer decision process

Answer 103

the series of steps a consumer goes through in deciding to make a purchase

Question 104

personal processes

Answer 104

the three internal human operations percetpion learning and motivation that govern the way consumers discern raw data (stimuli) and trabslate them into feelings thoughts beliefs and actions

Question 105

interpersonal influences

Answer 105

social influences on the consumer decision-making process including family society and cultural environment

Question 106

nonpersonal influences

Answer 106

factors influencing the consumer decision making process that are often out of the consumers control such as time place and environment

Question 107

evaluation of alternatives

Answer 107

choosing among brands, sizes, styles, and colors

Question 108

postpurchase evalutation

Answer 108

determining whether a purchase has been a satisfactory or unsatisfactory one

Question 109

perception

Answer 109

our personalized ay of sensing and comprehending stimuli

Question 110

stimulus

Answer 110

physical data that can be received through the senses

Question 111

perceptual screens

Answer 111

the physiological or psychological filters that messages must pass through

Question 112

physiological screens

Answer 112

the perceptual screens that use the five senses - sight, hearing , touch taste and smell to detect incoming data and measure the dimension and inensity of the physical stimulus

Question 113

cognition

Answer 113

the point of awareness and comprehension of stimulus

Question 114

self-concept

Answer 114

the images we carry in our minds of the type of person we are and who we desire to be

Question 115

mental files

Answer 115

stored memeories in consumers' minds

Question 116

learning

Answer 116

a relatively permanent change in through processes or behavior that occurs as a result of reinforced experience. Information that is learned is stored in long-term memory

Question 117

cognitive theory

Answer 117

an approach that views learning as a mental process of memeory, thinking, and the rational application of knowledge to practical problem solving

Question 118

cibdutuibubg tgeirt

Answer 118

the theory hat learning is a trial and error process

Question 119

stimulus response theory

Answer 119

aka conditioning theory. some stimulus tiggers a consumers needor want and this in turn creates a need to respond

Question 120

consumer involvement

Answer 120

how important or relevant a decision is to a consumer

Question 121

persuasion

Answer 121

a change in btought process or behavior that occurs when the change in belief attitude or behavioral intention is caused by promotion communication (like advetising or personal selling)

Question 122

elaboration likelihood model

Answer 122

a theoryof how persuasion occurs. It proposes that themethod of persuasion depends on the consumers level of involvement with the product and the message

Question 123

central route to persuasion

Answer 123

one of two ways communication can persuade consumers. when a cosnumers level of involvement is high the central route to persuasion is more likelie in the central route to persuasion consumers are motivated to pay attention to product related info such as pprdocut attributes and benefits because of their high involvement they tend to learn coginitively and comprehend the addelivered info at deeper more elaborate levels

Question 124

peripheral route to persuasion

Answer 124

when consumers have low involvement with a product or message that have little reason to pay attention to or comprehend the central message of the ad. However, these consumers might attend to some peripheral aspects of an ad for its entertaintment value. Consistent ith stimulus response theory, consumers may respond to the message at a a later date, when a purchase occasion arises

Question 125

attitude

Answer 125

the acquired mental position positive or negative regarding some idea or object

Question 126

brand interest

Answer 126

an individual opennness or curiousity about a brand

Question 127

habit

Answer 127

an acquired or developed behavior pattern that has become nearly or completely automatic

Question 128

brand loyalty

Answer 128

the consumers conscious or unconscious decision expressed through intention or behavior to repurchase a brand continually this occurs because the conusmer perceives that the brand has the right product features, image, quality or relationship at the right price

Question 129

motivation

Answer 129

the underlying drives that stem from the conscious or uncoscious needs of the consumer and contribute to the individual consumer's purchasing actions

Question 130

needs

Answer 130

the basic, often instinctive, human forces that motivate us to do something

Question 131

wants

Answer 131

needs learned during a person's lifetime

Question 132

hierarchy of needs

Answer 132

maslows theory that the lower biological or survival needs are dominant in human behavior and must be satisfied before higher, socially acquired needs become meaningful

Question 133

negatively originated motives

Answer 133

consumer purchase andusage based on problem removal or problem avoidance . to relieve such feelings consumers actively seek a new or replacement product

Question 134

informal motives

Answer 134

the negatively originated motives such as problem removal or problem avoidance that are the most commonenergizers of consumer behavior

Question 135

positively originated motives

Answer 135

consumer's motivation to purchase and use a product based on a positive bonus that the product promises such as sensory gratification intellectual stimulation or social approval

Question 136

transformational motives

Answer 136

positively originated motives that promise to transofrm the consumer through sensory gratification intellectual stimulation and social approval

Question 137

interpersonal influences

Answer 137

social influences on the consumer decision making process including family sociey and cultural environment

Question 138

social classes

Answer 138

traditional divisions in societies by sociologists upper, upper-middle, lower-middle, and so on- who believed that people in the same social class tended toward similar attitudes, status symbols, and spending patterns

Question 139

reference groups

Answer 139

people we try to emulate or whose approval concerns us

Question 140

opinion leader

Answer 140

someone whose beliefs or attitudes are respected by people who sahre an interest in some specific activity

Question 141

culture

Answer 141

a homogenous group's whole set of beliefs attitudes and ways of doing things, typically handed down from generation to generation

Question 142

subculture

Answer 142

a segment within a culture that shares a set of meanings, values, or activites that differ in certain respects from those of the overall culture

Question 143

evoked set

Answer 143

the particular group of alternative goods or services a consumer considers when making a buying decision

Question 144

evaluative criteria

Answer 144

the standards a consumer uses for judging the features and benefits of alternative products

Question 145

cognitive dissonance

Answer 145

the theory that people try to justify heir behavior by reducing the degree to which their impressions or beliefs are inconsistent with one another

Question 146

fcb grid

Answer 146

a 2d model that categorizes consumer products into 4 quadrants based on high involvement or loaw invovlement and think or feel bu psitioning brands in the grid an agency candetermine the type of advertising that would be most appropriate

Question 147

kim-lord grid

Answer 147

variation of the dcb grid, which allows for the fact that the level of consumer involvement in a product does not have to be high think and low feel or vice versa but can be high or law in both catgeories