Chapter 1 - Consumer Behavior and Marketing Strategy

Question 1

the study of individuals, groups or organizations.

Answer 1

Consumer Behavior

Question 2

what are the 4 application of consumer behavior?

Answer 2

1. Marketing Strategy
2. Regulatory Policy
3. Social Marketing
4. Informed individuals

Question 3

Creating Satisfied Customers (5)

Answer 3

1. outcomes
2. Consumer Decision Process
3. Marketing Strategy
4. Market Segmentation
5. Market Analysis

Question 4

Individual, Firm, society

Answer 4

Outcomes

Question 5

Problem Recognition, Information Search, Alternative Evaluation, Purchase, Use, Evaluation.

Answer 5

Consumer Decision Process

Question 6

Product, Price, distribution, promotion, Service

Answer 6

Marketing Strategy

Question 7

identify product related needs

Answer 7

Market Segmentation

Question 8

Company. Competitors, condition and Consumers

Answer 8

Market Analysis

Question 9

Not only the product you bought but also the experience

Answer 9

total product

Question 10

a portion of a large market whose need differ from the large market.

Answer 10

Market Segmentation

Question 11

what are the components of Market Analysis? (4)

Answer 11

remember the (4 C’s)
1. Company
2. Competitors
3. Condition
4. Consumers

Question 12

Market Segmentation (4)

Answer 12

1. identifying product-related need sets
2. Grouping costumers with similar need sets
3. describing each other
4. selecting an attractive segments to serve

Question 13

a product has multiple purposes.

Answer 13

need sets

Question 14

Marketing strategy answers the question__________________

Answer 14

“How will we provide superior customer value to our target market?”

Question 15

Marketing Mix (Elements of the target market) (5)

Answer 15

1. Product
2. Price
3. Distribution
4. Service
5. communication

Question 16

It includes Advertising, The sales force, public relations, packaging, and any other signal that firm provides about its products

Answer 16

Marketing Communication

Question 17

intervenes between the Marketing Strategy as implemented in Marketing Mix and Outcomes

Answer 17

Consumer Decision

Question 18

what are the 3 outcomes

Answer 18

1. Firm Outcome
2. Individual Outcome
3. Society Outcome

Question 19

Include Product Position, Sales and profit, customer satisfaction.

Answer 19

Firm Outcome

Question 20

External Influence (5)

Answer 20

1. Culture
2. Demographics
3. Ethics/Religious
4. Families and Household
5. Groups

Question 21

Internal influences (7)

Answer 21

1. Perception
2. Learning
   3.Memory
3. motives
4. Personality
5. Emotions
6. attitude

Question 22

totality of individuals thoughts and feeling about oneself

Answer 22

Self Concept

Question 23

How one lives

Answer 23

Lifestyle

Question 23

Result from perceived problems and opportunities

Answer 23

Consumer Decision

Question 24

Consumer Problem =?

Answer 24

Consumer Behavior

Question 25

aspects of consumer behavior the permeates marketers action

Answer 25

regulation

Question 26

Beyond satisfaction of minimum or basic consumer needs

Answer 26

Consumption

Question 27

Symbolic needs (3)

Answer 27

1. Status 2. Identity 3. Group Acceptance