Week 2 - Individual decision making

Question 1

What are the different targeting strategies

Answer 1

• Behavioural/micro targeting
• Differentiated marketing
• Concentrated marketing
• Counter segmentation

Question 2

Behavioural / micro targeting

Answer 2

Segmented based on usage behaviour, design personalised messages to indviduals, following extensive use of hybrid segmentation techniques

Question 3

Differentiated marketing

Answer 3

Involves targeting several segments with individualisation marketing mixes

Question 4

Concentrated marketing

Answer 4

unique marketing mix to one segment

Question 5

Counter segmentation

Answer 5

the market combines two or more smaller segments and targets based upon a generic need

Question 6

Positioning

Answer 6

Designing an offering so that the target segment perceives it as distinct and valuable

Question 7

What are the three roles of consumers

Answer 7

Problem Solvers
Emotion experience
Habitual actors

Question 8

What do problem solvers coonsist of

Answer 8

Rational perspective
deliberate thinking
sequential

Question 9

Emotion Experiencer

Answer 9

• Consumer rely on their immediate feelings towards products/services
• emotions result from appraisals we have about an object

Question 10

Habitual actors

Answer 10

• relies on rules of thumb
• does not go through CDMP
• decisions are learned responses to environmental cues

Question 11

what are the three types of buying decision behaviour

Answer 11

• habitual behaviour
• limited problem solving
• extended problem solving

Question 12

Habitual behvaiour

Answer 12

Low risk
frequent purchasing
familiar product and brand

Question 13

what is limited problem solving

Answer 13

low risk and involvement
buyers not motivated ot seek information or evaluate alternatives
limited shopping time

Question 14

How does problem recognition occur

Answer 14

when consumer perceives a significant difference between their current state and desired or ideal state

Question 15

What are the two types of information searches

Answer 15

Internal and external

Question 16

What is an internal information source

Answer 16

• Search of long term memory/ personal experience

Question 17

What is an external information source

Answer 17

• if internal search is not enough you resort to looking at extrenal sources of relevant infromation

Question 18

What are the three types of awanress sets

Answer 18

evoked set
inert set
inept set

Question 19

What is the evoked set of awanress

Answer 19

choices being actively considered

Question 20

What is the inert set of awareness

Answer 20

not top of mind choices

Question 21

What is the inept set of awareness

Answer 21

unacceptable/never considered

Question 22

What are determinant attributes

Answer 22

attributes that conumers use to choose between products/services

Question 23

What are other facts that can influence purchase and post purchase behaviour

Answer 23

• contextual effects on buying
• purchase environment
• post purchase outcomes

Question 24

What are contextual effects on buying

Answer 24

• physcial surroundings, social surroundings, temporal, task definition

Question 25

What is purchase environment

Answer 25

- the shopping environment, spontaneous or planned shopping - point of purchase stimuli

Question 26

What is post purchase outcomes

Answer 26

- customer satisfication - customer value - brand loyalty - product disposal

Question 27

what are the four types of value

Answer 27

economic value social value hedonic value alturistic value

Question 28

What are the two components of brand loyalty

Answer 28

Attiudinal (thoughts and feeling) behvaioural (the action)