chapter 5 (unit 2)

Question 1

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

A Esteem needs

B Need recognition

C Internal cue

D External cue

Answer 1

External Cue

Question 2

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

Answer 2

Interactive needs

Question 3

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

Answer 3

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

Question 4

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

Answer 4

True

Question 5

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

Answer 5

The brands a consumer first recalls from memory

Question 6

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

A Evaluative criteria

B Consideration set

C Alternative consideration

D Significant qualities

Answer 6

Evaluative criteria

Question 7

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

Answer 7

The customer forgets about the product

Question 8

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

Answer 8

The decision isn’t risky

Question 9

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

Answer 9

False

Question 10

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

Answer 10

FALSE

Question 11

need recognition

Answer 11

Consumer recognizes that they have a need

Question 12

information search

Answer 12

Consumer searches for information

Question 13

evaluation of alternatives

Answer 13

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

Question 14

buyer behavior process

Answer 14

• need recognition
• information search
• evaluation of alternatives
• purchase
• reaction

Question 15

purchase

Answer 15

Consumer decides to purchase, including where and how to purchase

Question 16

reaction

Answer 16

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

Question 17

the buyer behavior process helps marketers..

Answer 17

understand what a customer goes through during a purchase

Question 18

consumption

Answer 18

Using a good or service to fill a need

Question 19

need recognition - maslow’s hierarchy of needs

Answer 19

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

Question 20

need

Answer 20

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

Question 21

internal cues

Answer 21

Comes from within a person
Can be hunger or thirst

Question 22

external cues

Answer 22

Comes from the environment
Can be an advertisement

Question 23

motivation

Answer 23

is the need or desire to do something

Question 24

what is under motivation?

Answer 24

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

Question 25

how to market in: need recognition

Answer 25

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

Question 26

information search

Answer 26

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

Question 27

top of mind awareness

Answer 27

The brands that a consumer first recalls from memory

Question 28

consideration set

Answer 28

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

Question 29

where do consumers look for information: internal search

Answer 29

past experience or memory

Question 30

where do consumers look for information: external search

Answer 30

looking for information from outside sources

Question 31

how to market in: information search

Answer 31

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

Question 32

search engine optimization

Answer 32

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

Question 33

evaluation of alternatives

Answer 33

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

Question 34

evaluative criteria

Answer 34

The product attributes that are important to a consumer

Question 35

how to market in: evaluation of alternatives

Answer 35

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

Question 36

purchase decision

Answer 36

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

Question 37

how to market in: purchase decision

Answer 37

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

Question 38

reaction

Answer 38

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

Question 39

where do consumers get their experience?

Answer 39

Previous experience Advertisements Online reviews Friends’ recommendations Promises from salespeople

Question 40

desired outcomes of reactions

Answer 40

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

Question 41

word of mouth

Answer 41

A recommendation about a product or service from a satisfied customer

Question 42

how to market in: reaction

Answer 42

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)

Question 43

variations in the process

Answer 43

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

Question 44

low involvement purchase

Answer 44

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

Question 45

how to market for low-involvement purchases

Answer 45

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

Question 46

high involvement purchases

Answer 46

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

Question 47

service's buyer behavior process

Answer 47

- 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

Question 48

what is a business customer

Answer 48

Companies Government entities Academic institutions Organizations Associations Distributors

Question 49

how to market for B2B process

Answer 49

Focus on relationship marketing Provide ongoing support Prepare relevant information

Question 50

B2B

Answer 50

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.