Adv. Chap 3 & 4

Question 1

A wide spectrum of things that affect are derived from or form the context of human consumption

Answer 1

Consumer Behavior

Question 2

Consumer Decision Making Process

Answer 2

1. Need Recognition
2. Information Search and Altern Evaluation
3. Purchase
4. Post - purchase use and evaluation

Question 3

The feeling of douibt and concern after a purchase is made.

Answer 3

Cognitive dissonance

Question 4

Dissonance increases..

Answer 4

Purchases price is high 
Many close alternatives 
Item is intangible 
Purchase is important 
Item purchase last a long time

Question 5

Modes of consumer decision Making

Answer 5

Extended problem solving
Limited Problem Solving
Habit or Variety Seeking
Brand Loyalty

Question 6

Conscious commitment to find same brand each time purchase

Answer 6

Brand Loyalty

Question 7

Overall evaluation of an object person or issue on continuum = like/ dislike; positive or negative

Answer 7

Attitude

Question 8

Summary evaluation that reflect preferences for various products and services

Answer 8

Brand Attitude

Question 9

Small number of key belief. Five of nine form the critical determinant of attitudes

Answer 9

Salient Beliefs

Question 10

__________ group of brands that are focal point of decision effort

Answer 10

Consideration Set

Question 11

_______ _____ attributes consumers use to compare brands

Answer 11

Evaluation Criteria

Question 12

____ ______ ______ strongly- he;d beliefs to make efficient decisions

Answer 12

Cognitive Consistency Impetus

Question 13

____ _____ are large number of ads causes overload

Answer 13

Advertising clutter

Question 14

_______ ______ when most ads are ignores because they do not fit consumer’s need state

Answer 14

Selective Attention

Question 15

A subgroup of a larger market chosen as the focal point for a marketing or advertising campaign

Answer 15

Target market

Question 16

Designing and representing a brand in a way that distinct in the consumer’s mind

Answer 16

Positioning

Question 17

Selecting key themes to communicate to a target market.

Answer 17

Positioning Strategy

Question 18

Break the market into smaller, more homogeneous segments

Answer 18

Market segmentation

Question 19

Used to revive an ailing brand or fix a lackluster new market entry

Answer 19

repositioning