Consumer Behavior and Customer Relationships

Need recognition = Consumers will evaluate different product and brand options. Information search = Buyer recognizes a need triggered by a stimuli. Evaluation of alternatives = Based on personal and public sources of information. Purchase decision = Consumers may form an intention to buy the most preferred brand.

Market segmentation = Determines how to position your product and make it appealing. Market targeting = Divides the market into distinct groups of customers. Market positioning = Selects the most attractive segments to focus on. Positioning strategies = Evaluates the various segments and decides how many and which ones to target.

Age = A person's occupation and economic circumstances. Life-cycle stages = A person's lifestyle and personality. Occupation = A person's stage of life, such as bachelor or married. Economic circumstance = A person's age, such as young or old.

<p>Motivation = A person's understanding of the situation based on past experiences. Perception = A need becomes a motive when it is aroused to a level of intensity. Learning = A motivated person is ready to act based on how they understand the situation. Attitudes = Experiences and beliefs shape a person's perception.</p> Signup and view all the answers

<p>Family roles = Small groups that influence behavior. Status = Being a husband, wife, manager, or worker. Groups = A person's position in a social hierarchy. Social class = A person's occupation and economic circumstances.</p> Signup and view all the answers

<p>Physical environment differentiation = Distinguishing yourself from others who offer the same product. Service differentiation = Characteristics of the product or customer benefits. Personnel differentiation = The way a product is defined by consumers on important attributes. Location differentiation = Defining a product by its physical environment or location.</p> Signup and view all the answers

<p>Undifferentiated mass marketing = Targets one or few segments or niches Differentiated segmented marketing = Decides to target several different segments, separate offers for each Concentrated niche marketing = Whole market with one offer (ignore segments) None of the above = Randomly selects market segments</p> Signup and view all the answers

<p>Culture = Contains the structure in a society that are relatively permanent and ordered divisions whose members share values, interests Subculture = Most basic determinant of a person's wants and behavior Social class = Group of people with shared value systems based on life experiences and situations None of the above = A person's attitude towards a product</p> Signup and view all the answers

<p>Consumer behavior = The process of satisfying needs and its impact on society Understanding consumer behavior = The study of individuals, groups, or organizations and the processes they use to satisfy needs Studying consumer behavior = Using different stimuli to react in the way we want them to, towards buying our products None of the above = The process of giving good service to customers</p> Signup and view all the answers

<p>Undifferentiated mass marketing = To create strong customer relationships Differentiated segmented marketing = To satisfy needs and wants of different segments Concentrated niche marketing = To respond to different product features, prices, and advertising appeals None of the above = To randomly select market segments</p> Signup and view all the answers

<p>Understanding consumer behavior = Having a better advantage than competitors Studying consumer behavior = Giving good service to customers Knowing consumer behavior = Creating strong customer relationships None of the above = Randomly selecting market segments</p> Signup and view all the answers

<p>Undifferentiated mass marketing = Ignores segments and targets the whole market Differentiated segmented marketing = Concentrates on one or few segments or niches Concentrated niche marketing = Decides to target several different segments, separate offers for each None of the above = Randomly selects market segments</p> Signup and view all the answers