Consumer Behavior Concepts and Influencers

Questions and Answers

What is the main problem associated with using the PLC concept as a tool to guide marketing mix decision-making?

Successfully determining which stage of product is in the life cycle

Any marketing organization's sunk costs and switching costs will most likely need to be evaluated during which PLC stage?

Decline

What is being marketed in Vermont that offers $10,000 a year for people to move there?

A place

Convenience goods are most closely associated with which type of distribution strategy?

Extensive Signup and view all the answers

Why did movie theaters hit a twenty-five-year low in 2017?

Movie ticket prices went through the roof Signup and view all the answers

When consumers decide to purchase __________, they generally don't expend much effort or engage in much brand comparison.

Specialty Goods Signup and view all the answers

The marketing of positioning goods often inverts traditional pricing laws; meaning that higher brand prices often actually increase demand for the branded item.

True Signup and view all the answers

What are products/brands that few to no customers look for on their own called?

Unsought goods Signup and view all the answers

Questions about what features and attributes, and thus which benefits of the firm's existing products should be changed, added, deleted, and in what ways, are called what?

NPD and positioning questions Signup and view all the answers

Which of the following reasons is often associated with high rates of new product failure?

The dogs won't eat the dog food Signup and view all the answers

How many of the 'Top Ten Traits' desired by C-level executives for new hires relate directly or indirectly to creativity?

Seven Signup and view all the answers

During what stage of the consumer decision making process are consumers most likely to engage in WOM?

Post-purchase processes Signup and view all the answers

An automobile could be easily positioned to satisfy customer needs at which three levels of Maslow's Hierarchy of Needs?

Safety Signup and view all the answers

The term ___________________ is used to describe individuals who are generally well-known to other consumers that they influence and who are viewed as experts about one or so product categories.

Opinion Leaders Signup and view all the answers

When making consumer behavior choices, what do most humans naturally default to?

Imitation of others Signup and view all the answers

What sort of human decisions are most subject to influence by marketers?

Cultural-environmental factor-induced decisions Signup and view all the answers

__________________ often create feelings of envy, covetousness, and dissatisfaction.

Social comparison Signup and view all the answers

The word ___________________ captures and describes the process by which people select, organize and then interpret stimuli.

Perception Signup and view all the answers

__________ is the term that marketers use when describing the extent to which decision-makers are or are not paying attention.

Involvement Signup and view all the answers

____, _, and ___________ collectively capture what consumers prefer to do during their free time.

Activities, interest and opinions Signup and view all the answers

CB, or Consumer Behavior, generally relates to the factors that motivate or otherwise stimulate different types of consumer decision-making.

True Signup and view all the answers

The seemingly crazy word _______________ is the actual name for scientists who study the behaviors and habitats of sea creatures.

Ichthyologists Signup and view all the answers

Consumers are much more likely to engage in word of mouth (WOM) when they have a positive experience with a brand.

False Signup and view all the answers

______________________ distinguish one brand from another and are used by consumers as they evaluate different brands.

Attributes Signup and view all the answers

What communication activity is described as either marketers' best friend or their worst enemy?

Word by Mouth Signup and view all the answers

When properly executed, the marketing mix may shape consumers' _______________.

Preferences for Signup and view all the answers

Marketing "hand-holding" functions as a metaphor for ______________.

Reinforcing activities Signup and view all the answers

What are the three additional Ps that services marketers should manage beyond the traditional 4Ps of the marketing mix?

People Signup and view all the answers

The variable-base-criteria most closely associated with the income, age, gender, or zip codes of targeted customers is called: ______________

Demographics Signup and view all the answers

The concept known as _________________ captures people's habitual ways of thinking, feeling, and relating to others.

Personality Signup and view all the answers

Why are social classes important to marketers?

Consumers in the same social classes are more or less likely to like or dislike the same product or service options. Signup and view all the answers

Surprisingly large percentages of consumers engage in competitive consumption.

True Signup and view all the answers

________ is defined as the entire set of values, ideas, or attitudes shared among or learned from the members of a group.

Culture Signup and view all the answers

_________________________ is oral or written communication that marketers can influence but cannot control.

Word-of-Mouth Signup and view all the answers

Family was classified in your book as a:

Social factor Signup and view all the answers

The word ______________ is best defined as the entire set or collection of values, ideas, or attitudes shared among or learned from the members of a group.

Culture Signup and view all the answers

Marketing messages are often designed to make people rather than __.

Feel, think Signup and view all the answers

When consumers are engaged in __________ decisions and products usually feature little to no risk.

Routine Problem-Solving Signup and view all the answers

What tool best helps marketers and students understand consumer needs and motives?

Maslow's hierarchy of needs pyramid Signup and view all the answers

Most people are economically rational. The preceding two statements are:

False Signup and view all the answers

Social class membership is usually determined by a single factor.

False Signup and view all the answers

Answering the what, where, when, how, how much and why questions about consumers and their behavior should provide marketers with ______________________.

Actionable strategic knowledge Signup and view all the answers

What is a mode of interpersonal communication about brands or marketing organizations that functions as marketers' best friend or worst enemy?

WOM, or word-of-mouth. Signup and view all the answers

Consumers usually engage in one of three different types of problem-solving behavior. Those behaviors are...

Limited, Extensive, Routine Signup and view all the answers

The __________ of marketers derives from the fact that everything marketers say is directly or indirectly said for the money.

Original sin Signup and view all the answers

The third level of needs inside Maslow's Hierarchy of Needs is:

Social in nature Signup and view all the answers

Who developed the hierarchy of needs?

Maslow Signup and view all the answers

An entire set of values, ideas, or attitudes that are shared among members of a group can be referred to as:

Cultural factors Signup and view all the answers

As a psychological measure, __________ is a combination of consumers' preferred AIOs, lifestyle choices, and their dominant personality traits.

Psychographics Signup and view all the answers

The function of the human reptilian brain is to regulate:

Humanity's vital functions, naturally arising needs and primitive behavioral responses. Signup and view all the answers

Marketing messages are often designed to make people think rather than feel.

False Signup and view all the answers

The presence of ___________________ allows marketers to position more effectively.

Differentiation Signup and view all the answers

The process by which consumers select, organize and interpret information is known as:

Perception Signup and view all the answers

Strategic B2C marketers pay careful attention to ___ _ because this group exercises a powerful influence on consumers.

Opinion leaders Signup and view all the answers

_________________ makes consumers optimistic and risk-seeking.

Anger Signup and view all the answers

Consumers experience different types of feelings and/or emotions after making their purchases. The most basic post-purchase consumer feelings or emotions are either:

Satisfaction, Dissatisfaction, or Delight Signup and view all the answers

Unsought goods are products that:

Few to no customers look for on their own. Signup and view all the answers

Services delivery entails:

The application of specialized proficiencies via the execution of actions and processes for purposes of benefitting others. Signup and view all the answers

What total number of attributes, features, roles, etc. appears to be most powerful when designing a product or message?

3 Signup and view all the answers

The level of effort expended during the purchase process classifies consumer goods into three categories: convenience, shopping, or specialty, based on:

The classification scheme for consumer products Signup and view all the answers

Quality can be used to differentiate products. What other desirable values can high quality products produce?

Produce higher quantity of sales and loyal customers. Signup and view all the answers

Consumer goods are purchased and used by end-use consumers in order to solve or satisfy their own problems.

True Signup and view all the answers

Both statements about customer attention and utility from products are true.

True Signup and view all the answers

The development and delivery of __________ involves applying specialized competencies and performing deeds and processes for purposes of benefiting others.

Services Signup and view all the answers

Which type of consumer goods inverts the economic law that higher product prices almost always reduce demand?

Positional Signup and view all the answers

Consumers typically buy -------------- goods based on behavior.

Convenience Signup and view all the answers

Expensive brands of wine are an example of:

Positional goods Signup and view all the answers

When consumers deliberate whether to purchase ----------, they expend considerable effort.

Shopping goods Signup and view all the answers

Which PLC stage features the highest level of competition in the market?

Maturity Signup and view all the answers

What marketing tool should drive and inform the marketing activities associated with monitoring the product lifestyle?

Managing the marketing research process Signup and view all the answers

When building profitable services, marketers should usually avoid what?

Price competition Signup and view all the answers

Today the US is increasingly recognized as the world's largest producer manufacturer of:

Professional Services Signup and view all the answers

Which type of goods is not typically associated with B2B marketing?

Consumer goods Signup and view all the answers

During which PLC stage are marketing organizations most concerned with gaining and maintaining market share?

Growth Signup and view all the answers

An intangible dimension of a tangible product is illustrated by the warranty associated with automotive purchases.

Warranty Signup and view all the answers

How many stages make up the product life cycle concept?

Four Signup and view all the answers

What is a product?

Anything that can be offered to individuals, segments, or entire markets that benefits an organization. Signup and view all the answers

With most products, higher prices reduce demand. However, __________ products invert this economic law.

Positional Signup and view all the answers

What do cosmetics marketers market?

They market beauty through cosmetics. Signup and view all the answers

Sunk Cost are costs that have already been made and cannot be:

Recovered Signup and view all the answers

Convenience goods are widely available in the marketplace and purchased without much consumer effort.

True Signup and view all the answers

The concept known as -------- implies that the market demand for industrial/business/governmental goods follows from the demand for consumer goods.

Derived demand Signup and view all the answers

Core Benefits are the truest, most basic problem-solving attributes associated with branded products.

True Signup and view all the answers

Good ______________________ can turn angry customers into loyal customers.

Service failure recovery Signup and view all the answers

Intangible products are also known as:

Services Signup and view all the answers

Sunk Cost are costs that have already been made and cannot be:

Recovered Signup and view all the answers

As compared to products, services are intangible, inseparable, perishable, and variable.

True Signup and view all the answers

The highest level of competition prevails inside markets during the _________ stage of the product life cycle.

Maturity Signup and view all the answers

Which type of cost is associated with time-spent, inconveniences-incurred, new learning that may have been necessary?

Switching Signup and view all the answers

With the advent of electric vehicles, in which stage are internal combustion (automobile) engines?

Decline Signup and view all the answers

Successful marketers often understand and leverage the power of _____________ as they design, present and position their products.

Threes Signup and view all the answers

Even numbers are more powerful than odd numbers when presenting or designing a product or message.

False Signup and view all the answers

In contemporary US markets, quality and it alone is usually enough to win marketing competitions.

False Signup and view all the answers

Convenience goods are usually purchased more frequently than other categories of consumer goods. This type of products is also widely available.

True Signup and view all the answers

Which of the following factors should not be used to determine whether a consumer product is classified as a convenience, shopping, or specialty good?

The value of the product's intangible dimensions Signup and view all the answers

The "level of product" that most closely captures the basic benefits provided by the product is called the:

Core Product Signup and view all the answers

______ is far more likely than _ to contribute to the substance of a product.

Design, Style Signup and view all the answers

Study Notes

Consumer Decision-Making Process

Consumers are most likely to engage in word-of-mouth (WOM) during the post-purchase process.
Imitation of others is a common behavior in consumer decision-making.
Cultural-environmental factors heavily influence human decisions.

Maslow's Hierarchy of Needs

Automobiles can satisfy safety, social (belongingness and love), and self-esteem needs.
The third level of needs in Maslow's hierarchy is social in nature.

Opinion Leaders and Influencers

Opinion leaders are individuals perceived as experts in specific product categories who influence others' purchasing decisions.
Strategic B2C marketers should pay attention to opinion leaders as they significantly impact consumer behavior.