Marketing Management: Consumer Behavior

The desires of consumers that belong to reference groups

To get the group to approve the product and communicate that approval to its members

An individual's susceptibility to reference group influence and the strength of his/her involvement with the group

<p>To persuade the desires of people to buy a particular good or service</p> Signup and view all the answers

<p>Emotional and Rational</p> Signup and view all the answers

<p>Emotional product buying motive</p> Signup and view all the answers

<p>Market specialization is when a firm specializes in serving a particular market segment and offers that segment an array of different products. It differs from product specialization, where a firm specializes in a particular product and tailors it to different market segments.</p> Signup and view all the answers

<p>Full market coverage is when a firm attempts to serve the entire market. It can be achieved through either a mass market strategy, offering a single undifferentiated marketing mix to the entire market, or a differentiated strategy, offering separate marketing mixes to each segment.</p> Signup and view all the answers

<p>According to Al Ries and Jack Trout, positioning is what you do to the mind of a prospect. It focuses on creating a perception or image of a product, service, or brand in the mind of the target customer.</p> Signup and view all the answers

<p>Attribute positioning focuses on one or two of the product's best features or benefits relative to competitive offerings. It differs from benefit positioning, which focuses on the use or application of the product.</p> Signup and view all the answers

<p>User positioning is when a brand is positioned based on the users of the product. It works by creating an image of the typical user of the product, which then influences how the target market perceives the brand.</p> Signup and view all the answers

<p>A mass market strategy involves offering a single undifferentiated marketing mix to the entire market, while a differentiated strategy involves offering separate marketing mixes to each segment.</p> Signup and view all the answers

<p>Internal search refers to recalling past information stored in memory, while external search involves seeking information in the outside environment.</p> Signup and view all the answers

<p>To determine which product attributes are most important in influencing a consumer's choice.</p> Signup and view all the answers

<p>Cognitive dissonance refers to doubts or uncertainties about a purchase decision; marketing can minimize it through effective communication, follow-up, guarantees, and warranties.</p> Signup and view all the answers

<p>Cultural factors, such as values, norms, and attitudes, shape human behavior and influence consumer purchasing decisions; examples of cultural subgroups include nationalities, religions, racial groups, and geographic regions.</p> Signup and view all the answers

<p>17,000</p> Signup and view all the answers

<p>60%</p> Signup and view all the answers

<p>Social class refers to homogeneous and enduring divisions based on occupation, income, and education, while personal/individual factors are unique to a particular person.</p> Signup and view all the answers

<p>Demographic factors, such as age, can influence consumer purchasing decisions, with different age groups having distinct preferences and needs.</p> Signup and view all the answers

<p>What is already familiar, based on knowledge stored in memory</p> Signup and view all the answers

<p>As an indicator of quality, with higher prices assumed to indicate greater quality</p> Signup and view all the answers

<p>A relatively permanent change in behavior resulting from the consequences of past behavior</p> Signup and view all the answers

<p>To sell a whole new country, requiring a comprehensive understanding of the product and its origins</p> Signup and view all the answers

<p>Processes a consumer uses to make purchase decisions, as well as use and dispose of purchased goods or services.</p> Signup and view all the answers

<p>It highlights the importance of the consumer in the market, implying that their needs and preferences should be prioritized.</p> Signup and view all the answers

<p>Durable goods are long-lasting products, such as food, clothes, and houses, whereas single-use goods are consumed immediately, such as raw materials, coal, and fuel.</p> Signup and view all the answers

<p>Initiator, Buyer, and Decider.</p> Signup and view all the answers

<p>Problem recognition.</p> Signup and view all the answers

<p>A need is a basic requirement, while a want is a desire that is not necessarily essential.</p> Signup and view all the answers