MKT 310- Exam 1

Question 1

consumers are interested primarily in product availability at low prices

Answer 1

the production concept

Question 2

the behavior that consumers display in searching & purchasing, using & evaluating, disposing of products/ services

Answer 2

consumer behavior

Question 3

the individual who buys goods and services for:
- his or her own use
- for household use
- for the use of a family member
- for a friend

Answer 3

personal consumer- B2B

Question 4

the production concept marketing objectives: (3)

Answer 4

• cheap, efficient production
• intensive distribution
• market expansion

Question 5

consumers will buy the product that offers them the highest quality, the best performance, and the most features

Answer 5

the product concept

Question 6

the product concept marketing objectives: (2)

Answer 6

• quality improvement
• addition of features

Question 7

consumers are unlikely to buy a product unless they are aggressively persuaded to do so

Answer 7

the selling concept

Question 8

the selling concept marketing objectives: (1)

Answer 8

sell in the short term

Question 9

the marketing concept marketing objectives: (2)

Answer 9

• make what you can sell
• focus on buyer’s needs and wants

Question 10

a company must determine:
- the needs and wants of specific target markets
- deliver the desired satisfactions better than the competition

Answer 10

the marketing concept

Question 11

the ratio between perceived benefits & resources

Answer 11

customer value

Question 12

the individual’s perception of the performance of the product or service in relation to his or her expectations

Answer 12

customer satisfaction

Question 13

a business, government agency, or other institutions (profit or nonprofit) that buy goods, services, and/or equipment necessary for the organization to function

Answer 13

organizational consumer

Question 14

The objective of providing value is to retain highly satisfied customers
- loyal customers are key

Answer 14

customer retention

Question 15

____ are the essence of the marketing concept
(marketers do not create but can make consumers aware of it)

Answer 15

needs

Question 16

physiological needs that are considered primary needs or motives
- ex: food, water, air, shelter

Answer 16

innate needs

Question 17

learned in response to our culture or environment. are generally psychological and considered secondary needs
- ex: ego or social needs

Answer 17

acquired needs

Question 18

general categories of goals that consumers see as a way to fulfill their needs

Answer 18

generic goals

Question 19

specifically branded products or services that consumers select as their goals

Answer 19

product-specific goals

Question 20

What type of focus:

people interested in their growth and development, have more hopes and aspirations
- more projected for the future
- product category

Answer 20

promotion focus

Question 21

what type of focus:

people interested on safety and security, are more concerned with duties and obligations

Answer 21

prevention focus

Question 22

consumers select goals based on totally objective criteria such as size, weight, price, or miles per gallon

Answer 22

rationality motives
(more educated people)

Question 23

the selection of goals according to personal or subjective criteria

Answer 23

emotional motives

Question 24

physiological needs
safety & security needs
social needs
ego needs
self- actualization

Bottom to top

Answer 24

maslow’s hierarchy of needs

Question 25

unconscious needs or drives are at the heart of human motivation what theory?

Answer 25

freudian theory

Question 26

- we seek goals to overcome feeling of inferiority - we continually attempt to establish relationships with others to reduce tensions

Answer 26

Neo-Freudian Personality Theory

Question 27

social relationships are fundamental to the formation and development of personality what theory?

Answer 27

Neo-Freudian personality theory

Question 28

Distinctive patterns of behavior, thoughts, emotions that characterize individual’s adaptation to situations of life

Answer 28

personality

Question 29

quantitative approach to personality as a set of psychological traits

Answer 29

trait theory

Question 30

warehouse of primitive or instinctual needs for which individual seek immediate satisfaction (freudian theory)

Answer 30

Id

Question 31

individual's internal expression of society's moral and ethical codes of conduct - satisfy the Id without breaking morals - all levels of consciousness

Answer 31

superego (freudian theory)

Question 32

individual's conscious control that balances the demands of the id and superego

Answer 32

Ego (freudian theory)

Question 33

focuses on child-parent relationships and desires to conquer feelings of anxiety

Answer 33

Karen Horney's theory

Question 34

- compliant move toward others, they desire to be loved, wanted, and appreciated - aggressive move against others - detached move away from others

Answer 34

karen horneys theory 3 personality groups

Question 35

- personality theory with a focus on psychological characteristics - trait is any distinguishing, relatively enduring way in which one individual differs from another

Answer 35

trait theory

Question 36

a personal value that reflects the importance a consumer places on the acquisition and possession of material objects

Answer 36

consumer materialism

Question 37

Somewhere between materialism and compulsion, with respect to buying or possessing objects, is the notion of being fixated with regard to consuming or possessing - realm of normal and socially acceptable behavior (share product with the others with similar interest)

Answer 37

fixated consumption behavior

Question 38

Inappropriate, typically excessive, and clearly disruptive to the lives of individuals who appear impulsively driven to consume. - "addicted" or "out of control" consumers - compulsive buying

Answer 38

compulsive consumption behavior

Question 39

the process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world

Answer 39

perception

Question 40

the immediate and direct response of the sensory organs to stimuli - __ depends on the energy change within an environment

Answer 40

sensation

Question 41

the lowest level at which an individual can experience a sensation - as the stimuli increase, so does _

Answer 41

the absolute threshold (ex: if you live in a high area traffic you will overtime get used to it so you wont pay attention to it (block it out) over a certain amount of time --> becomes your normal)

Question 42

minimal difference that can be detected between two similar stimuli

Answer 42

differential threshold (ex: if I introduce a high price discount you don't have room to add another discount instead of starting at a low discount and getting higher)

Question 43

states that the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different

Answer 43

weber's law

Question 44

aspects of perception (3)

Answer 44

- selection - organization - interpretation

Question 45

based on observable behaviors (responses) that occur as the result of exposure to stimuli

Answer 45

behavioral theories

Question 46

holds that the kind of learning most characteristic of human beings is problem solving, which enables individuals to gain some control over their environment

Answer 46

cognitive learning theory

Question 47

a behavioral learning theory according to which a stimulus is paired with another stimulus that elicits a known response that serves to produce the same response when used alone

Answer 47

classical conditioning

Question 48

- increases the association between the conditioned and unconditioned stimulus - slows the pace of forgetting

Answer 48

repetition (strategic applications of classical conditioning)

Question 49

a behavioral theory of learning based on a trail-and-error process, with habits forced as the result of positive experiences resulting from certain responses or behaviors

Answer 49

instrumental (operant) conditioning

Question 50

a process by which individuals observe how others behave in response to certain stimuli and reinforcements.

Answer 50

observational learning

Question 51

by the order in which it is acquired (type of retention)

Answer 51

episodically

Question 52

according to significant concepts - integration of new data with previous experience (type of retention)

Answer 52

semantically

Question 53

total package of associations is called a ___

Answer 53

schema

Question 54

information is stored in long-term memory

Answer 54

retention

Question 55

based on hemispheres lateralization - right and left hemispheres of the brain specialize in the kinds of information they process

Answer 55

involvement theory

Question 56

what side of the brain: rational, realistic - stores verbal information

Answer 56

left side

Question 57

what side of the brain: emotional, impulsive, intuitive - stores nonverbal, pictorial information

Answer 57

right side

Question 58

consumers seek out messages which: - are pleasant - they can sympathize - reassure them of good purchases

Answer 58

selective exposure

Question 59

selective exposure works at the same time as ___

Answer 59

perceptual defense

Question 60

- consumers prefer different messages & mediums

Answer 60

selective attention

Question 61

consumers avoid being bombarded by advertising

Answer 61

perceptual blocking

Question 62

- people tend to organize perceptions into _____ relationships - the ground is usually indistinct - marketers usually design so the figure is the noticed stimuli

Answer 62

figure and ground

Question 63

the behavior that consumers display in searching & purchasing, using & evaluating, disposing of products/ services

Answer 63

consumer behavior

Question 64

the behavior that consumers display in searching & purchasing, using & evaluating, disposing of products/ services

Answer 64

consumer behavior

Question 65

the behavior that consumers display in searching & purchasing, using & evaluating, disposing of products/ services

Answer 65

consumer behavior