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ba 370 (marketing) > chapter 5 (unit 2) > Flashcards

chapter 5 (unit 2) Flashcards

1
Q

QUIZ: What is a trigger in the environment that signals a need?

A Esteem needs

B Need recognition

C Internal cue

D External cue

A

External Cue

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2
Q

QUIZ: Which one of these is not included in Maslow’s Hierarchy of Needs?

A Esteem needs

B Safety needs

C Self-actualization needs

D Interactive needs

A

Interactive needs

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3
Q

QUIZ: What is the buyer behavior process?

A The detailed thoughts of consumers during purchase

B The stages that consumers go through when deciding to purchase and consume a product

C When a consumer recognizes a need

D The strategic process of a brand to convince consumer to make purchase

A

The stages that consumers go through when deciding to purchase and consume a product

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4
Q

QUIZ: True or False: Consumption can be either actual physical consumption or consuming a service.

A

True

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5
Q

QUIZ: What is top of mind awareness?

A The brands consumers already know

B The most recent interaction a consumer had with a brand

C The brands a consumer first recalls from memory

D The last brand that comes into a consumer’s mind

A

The brands a consumer first recalls from memory

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6
Q

QUIZ: What are the product attributes that are important to consumers called?

A Evaluative criteria

B Consideration set

C Alternative consideration

D Significant qualities

A

Evaluative criteria

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7
Q

QUIZ: Which of these is NOT a reaction hoped for by a marketer?

A The entire experience would cause the customers to repurchase in the future

B The customer forgets about the product

C The product or service exceeds customer expectations

D The customers will tell others about the product through positive word out of mouth

A

The customer forgets about the product

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8
Q

QUIZ: Which of these is correct about a low involvement purchase?

A The buyer goes through all the stages of the buyer behavior process

B The decision isn’t risky

C It is a seldom purchase

D The purchase is expensive

A

The decision isn’t risky

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9
Q

QUIZ: True or False: Routine purchases are an example of high-involvement purchases.

A

False

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10
Q

QUIZ: True or False: The buying process can be much shorter for B2B purchases.

A

FALSE

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11
Q

need recognition

A

Consumer recognizes that they have a need

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12
Q

information search

A

Consumer searches for information

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13
Q

evaluation of alternatives

A

Consumer looks at the different available and viable options, then weighs the upsides and downsides of each

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14
Q

buyer behavior process

A
  • need recognition
  • information search
  • evaluation of alternatives
  • purchase
  • reaction
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15
Q

purchase

A

Consumer decides to purchase, including where and how to purchase

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16
Q

reaction

A

Also called “post-purchase behavior” → consumer has consumed the “product,” be it a physical product or service, and is pleased or displeased

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17
Q

the buyer behavior process helps marketers..

A

understand what a customer goes through during a purchase

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18
Q

consumption

A

Using a good or service to fill a need

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19
Q

need recognition - maslow’s hierarchy of needs

A

top:
self-actualization needs
esteem needs (ego)
social needs
safety needs
physiological needs
bottom:

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20
Q

need

A

The gap between a consumer’s current state and their desired state

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21
Q

internal cues

A

Comes from within a person
Can be hunger or thirst

22
Q

external cues

A

Comes from the environment
Can be an advertisement

23
Q

motivation

A

is the need or desire to do something

24
Q

what is under motivation?

A

Evolutionary
Drive-reduction theory
Optimal arousal
Maslow’s hierarchy of needs

25
Q

how to market in: need recognition

A

Marketing can serve as an external cue of need, either by pointing out a new desired state for a consumer or by showing how the consumer’s current state is insufficient
Marketing can also point out where current behavior is insufficient

26
Q

information search

A

In the information search stage, the consumer looks for information on what might fulfill his or her need

27
Q

top of mind awareness

A

The brands that a consumer first recalls from memory

28
Q

consideration set

A

is what is left after all obviously unsuitable choices are ruled out

29
Q

where do consumers look for information: internal search

A

past experience or memory

30
Q

where do consumers look for information: external search

A

looking for information from outside sources

31
Q

how to market in: information search

A

By making sure relevant information is available and easily accessible
By researching to find out when and where customers are searching for information and making sure relevant and accurate information is found there

32
Q

search engine optimization

A

Designing or enhancing a website in ways that improve its visibility within one or more search engine
This can include using certain keywords, content and links within a site

33
Q

evaluation of alternatives

A

The consumer evaluates the possible options in the consideration set according to their product attributes and decided which one is preferable

34
Q

evaluative criteria

A

The product attributes that are important to a consumer

35
Q

how to market in: evaluation of alternatives

A

By making consumers aware of how your product matches the attributes they value

36
Q

purchase decision

A

The point when a consumer chooses which product to purchase and also chooses where, when and how to purchase the product

37
Q

how to market in: purchase decision

A

By assisting consumers in making the purchase decision so that they can actually follow through on the purchase
By offering different purchase options to the consumer in this stage to provide further value
EX: Consider purchasing items with your phone → this added convenience may help you purchase something you otherwise would not have

38
Q

reaction

A

After purchasing and consuming a product or service, the customer compares the consumption experience to their expectations

39
Q

where do consumers get their experience?

A

Previous experience
Advertisements
Online reviews
Friends’ recommendations
Promises from salespeople

40
Q

desired outcomes of reactions

A

That the product or service exceeds the expectations and delights the consumer
That this delight will cause the customer to tell others about the product
That the experience would cause the customer to repurchase

41
Q

word of mouth

A

A recommendation about a product or service from a satisfied customer

42
Q

how to market in: reaction

A

Marketers can find ways to increase word of mouth
A marketer can work to decrease the possibility of buyer’s remorse after a purchase by continuing to provide marketing after the sale has occurred
Minimize buyers remorse (keep selling after purchase)

43
Q

variations in the process

A

Low-involvement purchases
High-involvement purchases
Services
Business to business (B2B)

44
Q

low involvement purchase

A

A purchase that doesn’t cost much or the decision isn’t risky if the customer makes a purchase mistake
low-involvement purchases are simpler and made more frequently

Routine purchases (also called “habitual purchases”): items that are regularly purchased by a consumer

Impulse purchases: purchases made with very little thought or planning

45
Q

how to market for low-involvement purchases

A

Marketers need to make sure that the items are available and stocked where consumers shop
Promotions such as advertising and coupons are especially helpful to aid with need recognition

46
Q

high involvement purchases

A

Purchases of greater consequence to the consumer
It is helpful for marketers to provide additional needed information to consumers
Assurances such as warrantees or money-back guarantees are helpful

47
Q

service’s buyer behavior process

A
  • It’s not possible to evaluate services attributes before purchase and consumption
  • The intangible nature of services can make the consumer’s purchase decision riskier because it is harder to judge which service provider is trustworthy
48
Q

what is a business customer

A

Companies
Government entities
Academic institutions
Organizations
Associations
Distributors

49
Q

how to market for B2B process

A

Focus on relationship marketing
Provide ongoing support
Prepare relevant information

50
Q

B2B

A

In contrast, business purchases tend to be much larger and are concentrated on a smaller number of buyers. Landing one large B2B sale can make a huge difference in a company’s revenues.

Decision making is also more complex with B2B purchases.

The buying process can also be much longer for B2B purchases, with the purchasing process sometimes taking months or even years.

ba 370 (marketing) (16 decks)

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