Exam 1

Question 1

Entails all consumer activities associated with the purchase use and disposal of goods and services including the consumers emotional mental and behavioral responses

Answer 1

Consumer behavior

Question 2

Purchase goods and services to satisfy their own personal needs and wants or to satisfy the needs and wants of others

Answer 2

Individual consumers

Question 3

Purchase goods and services in order to produce other goods or services resell them to other organizations or individual consumers or help manage and run their organization

Answer 3

Organizational consumers

Question 4

The idea that a firm should discover and satisfy customer needs and wants in an efficient and profitable manor well benefiting the long-term interest of the company’s stakeholders

Answer 4

Marketing concept

Question 5

The consumers overall assessment of the utility of a product based on perceptions of what is received and what is given

Answer 5

Customer perceived value

Question 6

Goes a step be on a customer perceived value suggesting customer benefits that not only meat but exceed expectations in on anticipated

Answer 6

Customer delight

Question 7

Applies the scientific method relying on systematic rigorous procedures to explain control and protect the consumer behavior

Answer 7

Behavioral science

Question 8

A systematic process of planning collecting analyzing and interpreting data and information relevant to marketing problems in consumer behavior

Answer 8

Marketing research

Question 9

Looks for generally relationships between variables regardless of the specific situation

Ex. A celebrity who advertises a product generates a positive response and encourages them to purchase that product

Answer 9

Basic research

Question 10

Data that already exists in our readily accessible

Answer 10

Secondary data

Question 11

New data collected specifically for the research purpose at hand

Answer 11

Primary data

Question 12

Qualitative research done to generate ideas or help further formulate problems for further research

Ex: a magazine experiences a drop in sales and conducts research to discover why

Answer 12

Exploratory research

Question 13

On structured and direct form of questioning that encourages respondents to project their underlying beliefs attitudes feelings and motivations and in apparently unrelated or ambiguous scenario

Answer 13

Projective techniques

Question 14

A study done to describe the characteristics of some group or their behaviors or to make predictions about trends or variables

Answer 14

Descriptive research

Question 15

Data that we collected at various points in time or overtime

Ex: measuring the temperature every day for a month

Answer 15

Longitudinal studies panel

Question 16

Research that involves taking a snapshot in time of some variables of interest from a specific sample group of interest and usually are conducted by taking a survey

Answer 16

Cross-sectional studies

Question 17

Concerned with identifying an understanding cause and effect relationships through experimentation

Answer 17

Casual research

Question 18

Manipulate variables in a controlled setting to determine the relationship from one another

Answer 18

Experiment

Question 19

The segment toward which a firms marketing efforts are directed

Answer 19

Target market

Question 20

The process of communicating with our target market through use of marketing mix variables, A specific product, price, distribution channel, and promotional appeal,

Answer 20

Positioning

Question 21

Hey single product, one size fits all strategy in which individual differences among consumers are ignored

Answer 21

Market aggregation

Question 22

The process of dividing the large and diverse mass-market into subsets of consumers who share common needs, characteristics, or behaviors, and then targeting one or more of those segments with a distinct marketing mix

Answer 22

Marketing segmentation

Question 23

The extent to which tastes and preferences differ among consumers

Answer 23

Consumer preference heterogeneity

Question 24

As market segmentation increases, sales increase because a firms offerings align more closely to consumers preferences

Answer 24

Sales cost trade off

Question 25

Occurs when products offered by the same firm are so similar that they compete among themselves

Answer 25

Cannibalization

Question 26

Relies on a single attribute or benefit that differentiates the brand from the competitors offerings

Answer 26

Core benefit proposition

Question 27

Attempt to change the way consumers perceive a brand

Answer 27

Repositioning

Question 28

Measures the way products are positioned in the minds of consumers and show these perceptions on a graph who's axes are formed by product attributes

Answer 28

Perpetual mapping

Question 29

Develop many new products and try to be the first in the race to the market

Answer 29

Proactive strategy

Question 30

Wait to see what competitors offer and then develop copycat brands

Answer 30

Reactive strategy

Question 31

The first brands to enter a new market often enjoy a long term preference advantage over copy cat brands

Answer 31

Pioneering brand advantage

Question 32

The rate at which a new product spreads or is adopted a crossed the marketplace, differs among product categories

Answer 32

Diffusion of innovation

Question 33

Refers to a consumers and tens and actively loyal relationship with the brand. Leads to hide purchase frequencies and feelings of attachment to a brand

Answer 33

Brand resonance

Question 34

The value that a brand accrues based on the goodwill attached to associations with the brand-name

Answer 34

Brand equity

Question 35

Different products with the same brand-name (ex. Cherry Coke, vanilla Coke, Diet Coke)

Answer 35

Brand extensions

Question 36

An instrument that uses a set of scales to measure differentiation

Answer 36

The young in Rubicam brand asset valuator

Question 37

Consumers that believe that change is possible

Answer 37

Incremental theorist

Question 38

Consumers I believe the world is rigid or fixed and that changes nearly impossible

Answer 38

Entity theorists

Question 39

The strong preference for a specific attribute, which can create brand switching

Answer 39

Attribute loyalty

Question 40

Occurs because people find it easier to interpret information that supports their believes as opposed to information that fails to do so

Answer 40

Confirmation bias

Question 41

Focus on attracting new customers

Answer 41

Acquisition strategies

Question 42

Focus on keeping current customers

Answer 42

Retention strategies

Question 43

Rewards for repeat purchases

Answer 43

Loyalty programs

Question 44

A large price discount on a single unit of a particular brand with the goal of attracting new users to a product

Answer 44

Trial pricing

Question 45

Offering a lower price for multiple units of a brand in hopes that consumer will be committed to this particular brand for several more purchases

Answer 45

Continuity pricing

Question 46

The number of intermediaries in the process of getting a product from the manufacturer to the consumer

Answer 46

Channel length

Question 47

The assumption that everyone perceives the world as we do

Answer 47

Phenomenal absolutism

Question 48

The bodies first in immediate response to a stimulus

Answer 48

Sensation

Question 49

Focusing on one or more environmental stimuli while potentially ignoring others

Answer 49

Attention

Question 50

The ability to pay attention to and to think about information

Answer 50

Cognitive Capacity

Question 51

The ability to interpret an assigned meeting to the new information by relating it to knowledge already stored in memory

Answer 51

Comprehension

Question 52

The minimum level of stimuli needed for an individual to experience a sensation

Answer 52

Absolute threshold

Question 53

The ability to detect changes in relative levels of stimuli. The amount of incremental change required for a person to detect a difference between two similar stimuli

Answer 53

Just noticeable difference/differential threshold

Question 54

Very brief recording of information that happens during sensation in the perceptual process. Last only a few seconds

Answer 54

Sensory Memory

Question 55

Small bits of information are paid attention to and processed for A short period of time

Answer 55

Short term memory

Question 56

People are able to consider approximately 5 to 9 units of information at one time in working memory

Answer 56

Miller is Rible

Question 57

Draws consumers attention in voluntarily because ads stick out or are different and interesting

Answer 57

Salient stimuli

Question 58

A stimulus that is new, original, different or unexpected

Answer 58

Novel stimulus

Question 59

The tendency for a person to perceive an incomplete picture as complete, either consciously or subconsciously

Answer 59

Closure

Question 60

The tendency to arrange stimuli together to form well organized units

Answer 60

Grouping

Question 61

When information is specific and easy to picture, imagine, and visualize Example: smelling a cheeseburger is better than a picture of a cheeseburger

Answer 61

Concreteness

Question 62

People tend to forget details overtime

Answer 62

Transience

Question 63

If you do not use it you lose it, knowledge. If it is not used for a long time loss can occur. Information process more recently is easier to retrieve that information that was processed a long time ago

Answer 63

Accessible

Question 64

People who are often distracted by multiple tasks and forget what they are doing because they were distracted

Answer 64

Absentmindedness

Question 65

Refers to attention, comprehension, and the transference of information from short-term memory to long-term memory

Answer 65

Encoding

Question 66

Transference of information from long-term memory to short-term memory

Answer 66

Retrieval

Question 67

Shows that memory performance is in Hanst when people generate their own answers to questions rather than simply reading them

Answer 67

Generation affect

Question 68

Each piece of information stored in memory is connected to other pieces of information that are conceptually related

Answer 68

Associations

Question 69

Retrieval refers to the transfer of information from an active long-term memory to active short term memory

Answer 69

Activation

Question 70

The idea that when people retrieve a particular node they actually think about other closely related nodes

Answer 70

Spreading activation

Question 71

New associations compete with a block or associations

Answer 71

Associative interference

Question 72

Occurs when information learned earlier blocks memory from information learned later

Answer 72

Proactive interferenc

Question 73

Occurs when information learned later blocks memory from information learned earlier

Answer 73

Retroactive interference

Question 74

The principal that it is better to learn information in many different contacts in different brief sessions over time rather than one long cramming session

Answer 74

Spacing effect

Question 75

1. Confusion 2. Feelings of familiarity 3. False memories

Answer 75

Misattribution

Question 76

The more familiar and initially neutral product becomes the more consumers like the product because repeated exposure to a product increases familiarity and like it

Answer 76

Mere exposure effect

Question 77

As the familiarity of a product claim increases the more consumers believe the claim

Answer 77

Truth affect

Question 78

Sometimes people can't forget things they want to forget for example and advertising jingle

Answer 78

Persistence