16 Questions
Which demographic groups have lower broadband adoption levels?
Older adults, lower income, lower educational levels
What is the primary reason consumers shop online?
For convenience
What is the first stage in the consumer decision process?
Awareness of need
What is the current era of marketing?
Triple-bottom-line era
What is the primary focus of the production orientation in marketing?
Efficient production and distribution
What is an example of a product developed with a production orientation?
Model T
What is the role of social emulation in consumption decisions?
It increases purchasing decisions
What is the term for researching online and purchasing offline?
Webrooming
What led businesses to focus on one-time sales of goods after World War II?
Production capacity exceeding demand
What is the main focus of the marketing concept?
Customer satisfaction
What is the goal of Total Quality Management (TQM)?
Improving product quality
What is the main focus of the Triple-Bottom-Line Era?
All of the above
What is the main goal of sustainability in marketing?
Meeting present needs without compromising future generations
What is the estimated percentage of Internet users who shop online?
About 92.5%
What influences nearly two-thirds of all U.S. retail sales?
Online research
What is the main focus of service dominant logic?
Customer experience
Study Notes
Inequalities in Broadband Access
- Older adults, lower-income individuals, and those with lower educational levels have lower broadband adoption levels
- Non-broadband households still access the Internet via mobile or other locations
Community Effects
- Neighborhood effects and social emulation influence consumption decisions
- Being part of social networks affects purchasing decisions
- Research online, purchase offline (webrooming) increases due to social emulation
Consumer Behavior Models
- Study of consumer behavior is a social science discipline
- Aims to predict or explain a wide range of consumer decisions
- Based on demographic factors and intervening variables
Online Consumer Profiles
- Convenience is the primary reason for online shopping
Five Stages of the Consumer Decision Process
- Awareness of need
- Search for more information
- Evaluation of alternatives
- Actual purchase decision
- Post-purchase contact with the firm
General Online Behavior Model
- User characteristics
- Product characteristics
- Website features: latency, usability, security
- Attitudes towards online purchasing
- Perceptions about control over the Web environment
- Clickstream behavior
Eras of Marketing
- Production Era: emphasized efficient production and distribution
- Sales Era: focused on aggressive promotional activities
- Relationship Era: emphasized satisfying customers' needs and wants
- Triple-Bottom-Line Era: seeks to maximize financial, social, and environmental bottom lines
Sustainability and Emerging Trends
- Sustainability: designing and manufacturing to meet present needs without compromising future generations
- Green marketing: supports environmental stewardship and creates a differential benefit
- Emerging trends: user-generated content, branded content, corporate citizenship, Big Data, mobile marketing, Artificial Intelligence, Internet of Things (IoT), infinite media market, customer experience (CX), influencer marketing, and service dominant logic
This quiz covers consumer behavior, focusing on broadband and mobile internet access, digital inequalities, and social influences on purchasing decisions.
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