Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

marketing > exam 2 > Flashcards

exam 2 Flashcards

1
Q

____ ____ is the decision processes and actions of people involved in buying and using products

A

buying behavior

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

____ ____ ____ is the decision processes and purchasing activities of people who purchase products for personal or household use and not for business purposes

A

consumer buying behavior

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

____ ____ ____ is the decision processes and purchasing activities or people and/or organization who purchase products for use in production of other products

A

business buying behavior

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

____, ____, and ____ all begin to formulate consumer attitudes

A

product, price, place

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

Product, Price, Place, and Promotion & Positioning all influence the ____ process

A

buying

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

Promotion & Positioning frame these attitudes and lead to how consumers ____ when they purchase a product or service

A

behave

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

The ____ ____ ____ ____ is a five-stage purchase decision process affected by Situational influences, Psychological influences, and Social influences

A

Consumer Buying Decision process

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

Consumer Buying Decision process steps

  1. problem recognition
  2. information search
  3. evaluation of alternatives
  4. purchase
  5. postpurchase evaluation
A
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

____ ____ occurs when a buyer becomes aware of a difference between a desired state and an actual condition

A

Problem recognition

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

____ ____ is an information search in which buyers search their memories and or experiences for information about products that might solve their problem

A

internal search

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

____ ____ is an information search in which buyers seek information from sources other than their memories

A

external search

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

____ ____ is a group of brands within a product category that a buyer views as alternatives for a possible purchase

A

consideration set

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

____ ____ are objective and subjective product characteristics that are important to a buyer

A

evaluative criteria

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

Successive sets

  • Total set
  • Awareness set
  • Consideration set
  • Choice set
  • Decision (purchase)
A
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

A ____ is when a consumer chooses to buy the product or brand by evaluating alternatives

A

purchase

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

Buyers choose the ____ as well as the product

A

seller/retailer

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

____ ____ ____ is an individual’s degree of interest in and experience with a product and the importance of the product for that person

A

level of involvement

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

real estate, high-end electronics, and automobiles are examples of ____-involvement products

A

high

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

grocery or drug store items (convenience, CPG) are examples of ____-involvement products

A

low

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

____ ____ is ongoing long-term interest in a product, brand or product category

A

enduring involvement

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q

____ ____ is temporary and dynamic and results from a particular set of circumstances

A

situational involvement

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
22
Q

Factors influencing level of involvement

  • Product category
  • Loyalty to a specific brand
  • Interest in a specific advertisement
  • Interest in a specific medium
  • Certain decisions and behaviors
  • Perceived risk of purchase
A
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
23
Q

____ ____ ____ is a consumer problem-solving process used when buying frequently purchased, low-cost items that require very little search-and-decision effort

A

routinized response behavior

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
24
Q

____ ____ ____ is a consumer-problem solving process used when purchasing products occasionally or needing information about an unfamiliar brand in a familiar product category

A

limited decision making

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
25
Q

____ ____ ____ is a consumer problem-solving process employed when purchasing unfamiliar, expensive, or infrequently bought products

A

extended decision making

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
26
Q

____ ____ is an unplanned buying behavior resulting from a powerful urge to buy something immediately

A

impulse buying

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
27
Q

____-____ ____ is when after a purchase, the buyer evaluates the product and is either satisfied or dissatisfied.

A

Post-purchase evaluation

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
28
Q

____ ____ is when a buyer doubts shortly after a purchase about whether the decision was the right one

A

cognitive dissonance

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
29
Q

____ ____ result from circumstances, time, and location that affect the consumer buying decision process

A

situational influences

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
30
Q

Classification of situational factors

  1. Physical surroundings
  2. Social surroundings
  3. Time perspective
  4. Reason for purchase
  5. Buyer’s momentary mood and condition
A
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
31
Q

Examples of ____ ____ are location, store atmosphere, scents, sounds, lighting, weather

A

physical surroundings

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
32
Q

____ ____ are characteristics and interactions of others present during purchase decision

A

social surroundings

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
33
Q

____ ____ is the time to progress through buying decision process, frequency of product use, product life, time of day

A

time perspective

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
34
Q

what the purchase should accomplish and for whom is the ____ ____ ____

A

reason for purchase

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
35
Q

Examples of a ____ ____ ____ ____ ____ are emotions, fatigue, illness, cash on hand

A

buyer’s momentary mood and condition

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
36
Q

____ ____ partly determine people’s general behavior and influence their behavior as consumers

A

psychological influences

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
37
Q

____ is the process of selecting, organizing, and interpreting information to form a personal opinion

A

perception

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
38
Q

____ ____ are sensations received through sight, taste, hearing, smell, and touch

A

information inputs

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
39
Q

____ ____ is changing or twisting information based on previous beliefs

A

selective exposure

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
40
Q

____ ____ is the influence which establishments where a customer frequently purchases

A

patronage motives

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
41
Q

A ____ is an internal energizing force that directs a person’s activities toward satisfying needs or achieving goals

A

motive

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
42
Q

____ ____ ____ ____ describes how humans seek to satisfy five levels of needs from most to least basic to survival

A

Maslow’s hierarchy of needs

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
43
Q

Maslow’s Hierarchy of Needs
- Physiological needs
- Safety needs
- Social needs
- Esteem needs
- Self-actualization needs

A
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
44
Q

____ is changes in thought processes and behavior caused by information and experience

A

learning

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
45
Q

____ is enduring (lasting) evaluation of feelings and behavioral tendencies toward an object or idea (product or service)

A

attitude

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
46
Q

____ is internal traits and behavioral tendencies resulting in consistent patterns of behavior in certain situations

A

personality

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
47
Q

____ ____ is perception or view of oneself

A

self concept

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
48
Q

____ is an individual’s pattern of living expressed through activities, interests, and opinions influenced by:
- consumers’ product needs
- brand preferences
- choice of media
- how and where an individual shops

A

lifestyle

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
49
Q

____ ____ are forces other people exert on one’s buying behavior

A

social influences

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
50
Q

____ are actions and activities performed based on expectations of the individual and surrounding persons

A

roles

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
51
Q

____ ____ is acquiring the knowledge and skills to function as a consumer; often from family influence

A

consumer socialization

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
52
Q

____ ____ is a group that a person identifies with so strongly that he or she adopts the values, attitudes, and behavior or group members (cults)

A

reference group

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
53
Q

____ ____ are individuals, organizations, or groups that purchase a specific kind of product for:
- resale
- direct use in producing other products
- use in general daily operations
- but NOT directly to consumers or for consumer use

A

business markets

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
54
Q

B2B Marketing compared to Consumer marketing:
- much smaller target markets
- more technical
- significant influence on other products
- more informed, sophisticated buyers who value relationships

A
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
55
Q

categories of business markets are ____, ____, ____, ____

A

producer, reseller, government, institutional

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
56
Q

____ ____ are companies who purchase products to produce other products or using them in their operations

A

producer markets

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
57
Q

chemical plants are part of a ____ ____ because they produce products that organizations purchase to use as ingredients in the production of other products

A

producer market

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
58
Q

____ ____ are intermediaries who buy finished goods and resell them for a profit (in the supply chain)

A

reseller markets

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
59
Q

____ ____ are federal, state, county, or local governments that buy goods and services to support their internal operations and provide products to their constituencies

A

government markets

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
60
Q

____ ____ are organizations with charitable, educational, community, or other non-business goals

A

institutional markets

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
61
Q

dimensions of marketing to business customers
- transaction characteristics
- customer attributes
- customers’ primary concerns
- methods of buying
- types of purchases

A
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
62
Q

____ ____ are large orders, expensive items, extended negotiations, reciprocity

A

transaction characteristics

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
63
Q

____ ____ are detailed information, technical specifications, partnerships

A

customer attributes

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
64
Q

____ ____ ____ are price, quality, service, supplier relationships

A

customers’ primary concerns

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
65
Q

____ ____ ____ are description, inspection, sampling, negotiation

A

methods of buying

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
66
Q

____ ____ ____ are new task, straight rebuy, modified rebuy

A

types of purchases

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
67
Q

____ is an arrangement unique to business marketing in which two organizations agree to buy from each other

A

reciprocity

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
68
Q

____ influences operating costs and costs of goods sold

A

price

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
69
Q

____ ____ & ____ is where firms establish standards for products and buy them on the basis of specifications

A

product quality & performance

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
70
Q

____ influences buyers’ costs, sales, and profits

A

service

71
Q

____ ____ are where buyers reduce their search efforts and uncertainty about prices by building trust with suppliers

A

supplier relationships

72
Q

____ is the way products are standardized and graded according to characteristics

A

description

73
Q

____ is when a condition is checked

A

inspection

74
Q

____ is used when the product is homogeneous - considered purchase, try before you buy

A

sampling

75
Q

____ is used for very large or expensive purchases

A

negotiation

76
Q

many B2B marketers have ____ departments who contact the prospective customer

A

sales

77
Q

____ ____ is the demand for business products that stems from demand for consumer products

A

derived demand

78
Q

____ ____ is the demand for a business product not significantly altered by price increase/decrease

A

inelastic demand

79
Q

using two or more items in combination to produce a product is know as ____ ____

A

joint demand

80
Q

intel attempts to generate ____ ____ by promoting that its products are inside many brands of computers

A

derived demand

81
Q

____ ____ ____ is the purchase behavior of producers, government units, institutions, and resellers (organizational)

A

business buying behavior

82
Q

____ ____ is the group of people within the organization who make business purchase decisions

A

buying center

83
Q

possible influences on the decision process
- environmental
- organizational
- interpersonal
- individual

A
84
Q

competitive factors, economic factors, political forces, legal and regulatory forces, technological changes, sociocultural issues are ____

A

environmental

85
Q

objectives, purchasing policies, resources, buying center structure are ____

A

organizational

86
Q

cooperation, conflict, power relationships are ____

A

interpersonal

87
Q

age, education level, personality, tenure, position in organization are ____

A

individual

88
Q

business (organizational) buying decision process
- recognize problem
- develop product specifications to solve problem
- search for and evaluate possible products and suppliers
- select product and supplier and order product
- evaluate product and supplier performance

A
89
Q

____ ____ arises under a variety of circumstances

A

problem recognition

90
Q
  • look at company files, trade directories, and websites
  • contact suppliers for information
  • solicit proposals from known vendors
  • examine online and print publications
A

search activities

91
Q

____ ____ is an evaluation of each component of a potential purchase

A

value analysis

92
Q

____ ____ is a formal, systematic evaluation of current and potential vendors

A

vendor analysis

93
Q

____ ____ is an organization’s decision to use several suppliers

A

sole sourcing

94
Q

____ ____ are competitive and economic factors, political forces, legal and regulatory forces, technological changes, sociocultural issues

A

environmental factors

95
Q

____ ____ are a company’s objectives, purchasing policies, resources, buying center structure

A

organizational factors

96
Q

____ ____ are cooperation, conflict, power relationships

A

interpersonal factors

97
Q

____ ____ include participants’:
- age
- education level
- personality
- tenure and position in the organization

A

individual factors

98
Q
  • building awareness
  • creating and maintaining an image
  • building and maintaining relationships
  • creating and maintaining positioning
  • develop a lead base
  • using marketing tools
A

B2B marketing principles

99
Q

____ needs to be based on what the product is, does, and can offer. Product attributes and benefits form the basis.

A

positioning

100
Q

____ ____ is an internal tool that sets the stage for all the brand’s marketing efforts

A

positioning statement

101
Q

____ ____ ____ describes how your brand or product benefits customers in ways that set you apart from your competitors

A

point of difference (POD)

102
Q

____ ____ ____ is the segment or category in which your company competes

A

frame of reference (FOR)

103
Q

____ ____ ____ is a statement providing compelling evidence and reasons why customers in your target market can have confidence in your differentiation claims

A

reason to believe

104
Q

A ____ is a good, service, or an idea received in an exchange including supporting services, such as installation and guarantees

A

product

105
Q

A ____ is a tangible physical thing

A

good

106
Q

A ____ is an intangible result of work or activities that people receive for payment

A

service

107
Q

An ____ is a concept, philosophy, image, or issue

A

idea

108
Q
  • the product itself
  • the product’s fundamental utility (use) or main benefit
  • addresses the basic needs of the consumer
  • provides “features” which help distinguish it from competitors
A

core product

109
Q

____ are supplemental to primary reason for purchase, provide added value or attributes in addition to a product’s core utility (use) or primary benefit

A

features

110
Q

____ are the primary reason you buy the product, can either be based on actual experience or symbolic reasons (perception)

A

benefits

111
Q

____ is where buyers purchase the benefits and satisfaction they think the product will provide

A

experiential

112
Q

products often carry ____ meaning which can become the primary benefit

A

symbolic

113
Q

A ____ is an actual, physical property or function of a product. something about the product that it does or contributes, but not the main reason you buy it

A

feature

114
Q

____ ____ are inexpensive, frequently purchased items for which buyers exert only minimal purchasing effort

A

convenience products

115
Q

____ ____ are items for which buyers are willing to expand a fair amount of effort in planning and making the purchase

A

shopping products

116
Q

____ ____ possess one or more unique characteristics; buyers willing to expand considerable effort to obtain them

A

specialty products

117
Q

____ ____ are purchased when a sudden problem must be solved; products of which customers are unaware, and products that people do not necessarily think of purchasing

A

unsought products

118
Q

A ____ ____ is a specific version of a product that can be designated as a distinct offering among a firm’s products

A

product item

119
Q

A ____ ____ is a group of closely related project items viewed as a unit because of marketing, technical, or end-use considerations

A

product line

120
Q

A ____ ____ is the total group of products that an organization makes available to customers

A

product mix

121
Q

The ____ ____ ____ ____ is measured by the number of product lines a company offers

A

width of product mix

122
Q

The ____ ____ ____ ____ is the average number of different products in each product line

A

depth of product mix

123
Q

the progression of a product through four stages in its “life” is the ____ ____ ____

A

product life cycle

124
Q

stages of the product life cycle are ____, ____, ____, ____

A

introduction, growth, maturity, decline

125
Q

products require ____ marketing, financial, manufacturing, purchasing, and human resource strategies in each stage

A

different

126
Q

The ____ ____ begins at a product’s first appearance in the marketplace, when sales start at zero and profits are negative

A

introduction stage

127
Q

The ____ ____ is the stage of a product’s life cycle when sales rise rapidly and profits reach a peak and then start to level off

A

growth stage

128
Q

The ____ ____ is when sales curve peaks and could decline; profits may level off and may decline

A

maturity stage

129
Q

The ____ ____ is when sales fall rapidly

A

decline stage

130
Q

The ____ is a name, term, design, symbol, or any other feature that identifies one marketer’s product as distinct from those of other marketers

A

brand

131
Q

The ____ ____ is the part of a brand that can be spoken

A

brand name

132
Q

The ____ ____ is the part of a brand not made up of words

A

brand mark

133
Q

A ____ is a legal designation of exclusive use of a brand

A

trademark

134
Q

____ is the tangible process of creating the signals that generate these associations

A

branding

135
Q

____ aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers

A

branding

136
Q

buyers’ benefits of branding
- makes the buying process easier (brand familiarity)
- symbolizes a certain quality level
- reduces perceived risk of purchase

A
137
Q

sellers’ benefits of branding
- helps a firm introduce a new product that carries the name of one or more of its existing products
- facilitates promotional efforts
- fosters brand equity
- a brand has “equity” to the seller

A
138
Q

____ ____ is the marketing and financial value associated with a brand’s strength in a market

A

brand equity

139
Q

four major elements of brand equity
- brand-name awareness
- brand loyalty
- perceived brand quality
- brand associations

A
140
Q

____ ____ is a customer’s favorable attitude toward a specific brand that creates a relationship over time

A

brand loyalty

141
Q

____ ____ is when buyer is aware a brand exists and considers it as an alternative if the preferred brand is unavailable

A

brand recognition

142
Q

____ ____ is when a buyer prefers the product over competitive offerings and will purchase it if available

A

brand preference

143
Q

____ ____ is when a product is strongly preferred; buyer will accept no substitute

A

brand insistence

144
Q

the way a brand builds loyalty is to get the consumer to ____ that brand

A

trust

145
Q

to protect its exclusive rights to a brand, a company must ensure that the brand is not considered an infringement on any brand already registered with the ____ ____ ____ ____ ____

A

US Patent and Trademark Office

146
Q

Symbol ® indicates that a brand is a ____ ____, protected through registration

A

registered trademark

147
Q

____ ____ occurs when an organization uses one of its existing brands to brand a new product in a different product category

A

brand extension

148
Q

____ is functional, protects a product and provides the thing that contains the ultimate product

A

packaging

149
Q

The most prominent thing on a package is the ____

A

logo

150
Q

Companies benefit by effectively capitalizing on ____ products and taking advantage of that brand

A

existing

151
Q

____ ____ is a change in one or more characteristics of a product

A

product modification

152
Q

Phases of New-Product development:
- idea generation
- screening
- concept talking
- business analysis
- product development
- test marketing
- commercialization

A
153
Q

____ ____ is the process of creating and designing products that are perceived as different from other products

A

product differentiation

154
Q

____ is the overall characteristics of a product that allow it to perform as expected in satisfying customer needs

A

quality

155
Q

____ ____ & ____ is how a product is conceived, planned, and produced; how it appears

A

product design & styling

156
Q

____ ____ are specific design characteristics

A

product features

157
Q

____ ____ are human or mechanical efforts or activities a company provides to customers

A

customer services

158
Q

____ ____ is creating and maintaining a certain concept of a product in customer’s minds vs. competitors

A

product positioning

159
Q

A ____ ____ is the customers’ perceptions of the product’s attributes relative to those of competitive brands

A

product’s position

160
Q

A ____ ____ is a sample consumers about their perception of products, brands, and organizations with respect to two or more dimensions

A

perceptual map

161
Q

____ ____ are consumer consensus about desired product features

A

ideal clusters

162
Q

____ ____ are an indicated preference for specific product features

A

ideal points

163
Q

A ____ is dominated by the intangible portion of the total product

A

service

164
Q

characteristics of service
- intangibility
- inseparability
- perishability
- heterogeneity
- client-based relationships
- customer contact

A
165
Q

____ is when a service is not physical and therefore cannot be touched

A

intangibility

166
Q

being produced and consumed at the same time is know as ____

A

inseparability

167
Q

____ is the inability of unused service capacity to be stored for future use

A

perishability

168
Q

____ is variation in quality

A

heterogeneity

169
Q

____-____ ____ are interactions that result in satisfied customers who use a service repeatedly over time

A

client-based relationships

170
Q

____ ____ is the level of interaction between provider and customer needed to deliver the service

A

customer contact

171
Q

A ____ ____ is responsible for a product, a product line, or several distinct products that make up an interrelated group

A

product manager

172
Q

A ____ ____ is responsible for a single brand

A

brand manager

173
Q

A ____ ____ is responsible for all aspects of developing a product

A

venture team

174
Q

____ ____ operate cross-functionally to coordinate marketing activities associated with products, including advertising, branding, design, production, and distribution

A

product managers

marketing (2 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions