Unit 8 - Positioning, Buying Behaviors, Product Development

Question 1

Positioning and Differentiation

Answer 1

• Understanding customer’s view
• Evaluating segment preferences
• Positioning techniques
• Differentiating the marketing mix

Question 2

Customer Perception

Answer 2

Customer perceived benefit - Customer perceived cost

Question 3

Intangible Customer Values

Answer 3

Time, convenience, benevolence

Question 4

Positioning

Answer 4

How customers think about proposed or present brands in a market; the image your product/service has in the minds of your target customers

Question 5

Positioning Statement

Answer 5

Provides marketing managers with a strategic direction

Question 6

Positioning Studies

Answer 6

Identify important attributes of the product offerings in a market

Question 7

Differentiation

Answer 7

Utilitizing the marketing mix in a distinct way such that customers see it as different from the competition

Question 8

Examples of Differentiation Strategies

Answer 8

• Owning a product attribute in the mind of the customer
• Being perceived as an innovator
• Effectively maximizing user experience
• Being the first to enter a market
• Having the lowest price

Question 9

Customers are…

Answer 9

the focal point for all things marketing related

Question 10

Adoption Process

Answer 10

• Awareness
• Interest
• Evaluation
• Trial
• Decision
• Confirmation
  (Dissonance (second guessing) may set in after the decision)

Question 11

Routinzed Response Behavior

Answer 11

• Low Involvement
• Frequently purchased
• Inexpensive
• Little Risk
• Little information needed

Question 12

Extensive Problem Solving

Answer 12

• High Involvement
• Infrequently purchased
• Expensive
• High Risk
• Much information needed

Question 13

Learning

Answer 13

Change in a person’s thought processes caused by prior experience

Question 14

Learning Process Steps

Answer 14

• Drive
• Cues
• Response

Question 15

Drive

Answer 15

Unsatisfied need exists

Question 16

Cues

Answer 16

Stimuli that trigger a drive or response

Question 17

Response

Answer 17

An effort to satisfy a drive

Question 18

Reinforcement

Answer 18

Occurs when the response is followed with satisfaction

Question 19

Economic Needs

Answer 19

Needs that are concerned with the consumer making the best use of his or her time and (Logical Component)

Question 20

Examples of Economic Needs

Answer 20

• Economy of purchase
• Convenience
• Efficiency in use
• Dependability

Question 21

Pyschological Variables

Answer 21

Things that are going on in the mind of the consumer that affect purchase behavior

Question 22

Examples of Psychological Variables

Answer 22

• Motivation
• Perception
• Learning
• Attitude
• Trust
• Lifestyle

Question 23

Social Influences

Answer 23

Associations that the buyer might have with other people

Question 24

Examples of Social influence

Answer 24

• Family
• Social Class
• Reference Groups
• Culture
• Ethnic Groups

Question 25

Purchase Situation

Answer 25

- Reason for purchase - Time pressure - Surroundings

Question 26

Economic Needs help marketers to understand the:

Answer 26

- Who - What - When - Where of consumer buying behavior

Question 27

Economic view is...

Answer 27

useful, but too simplistic

Question 28

Needs

Answer 28

basic forces that motivate consumers to do something

Question 29

Wants

Answer 29

Learned needs

Question 30

Drive

Answer 30

Strong Internal stimulus that encourages action to reduce a need

Question 31

Personal Needs

Answer 31

- Self-esteem - Accomplishment - Fun - Freedom - Relaxation

Question 32

Social Needs

Answer 32

- Love - Friendship - Status - Esteem - Acceptance by others

Question 33

Safety Needs

Answer 33

- Protection | - Physical well-being

Question 34

Physiological Needs

Answer 34

- Food - Drink - Rest - Sex

Question 35

Perception

Answer 35

How people gather and interpret information from the world around them

Question 36

Selective Exposure

Answer 36

Notice messages that interest us

Question 37

Selective Retention

Answer 37

Remember messages that are consistent with beliefs and attitudes, but do not remember those that conflict

Question 38

Selective Perception

Answer 38

Let in messages that are consistent with beliefs, attitudes, and filter out those that conflict

Question 39

Green attitudes

Answer 39

Enviroment-related

Question 40

Reference Groups

Answer 40

People consumers look at when forming an attitude about a particular topic

Question 41

Opinion Leaders

Answer 41

People who influence others

Question 42

Culture

Answer 42

Another social influence

Question 43

Categories of BtoB

Answer 43

- Produces - Intermediaries - Government Units - Nonprofits

Question 44

Buyers

Answer 44

Purchasing managers

Question 45

Gatekeepers

Answer 45

Control flow of information