the study of how individuals make decisions about how to select, secure, use, and dispose of products to satisfy needs
consumer behavior
Dustin and Janelle are looking to buy their first home.
Which of the following scenarios would most likely require an extensive external search for information?
cognitive dissonance
You finally decided to purchase an e-reader and selected the Amazon Kindle. After returning home, you see an advertisement for the Barnes and Noble Nook and now are wondering if you made the right decision. This is an example of
reduce a new customer's cognitive dissonance.
Warren opened a new computer store in town. When customers purchase a computer from his store, they automatically receive an extended warranty, free in-home installation, access to Warren's 24-hour technical support team, and in-store software training cl
an aspirational reference group
Sal has heard a lot about his town's country club. He heard it has a great golf course, tennis courts, and dining room. In addition, many of his business partners belong to the club. Although he doesn't have the money to join the club now, Sal hopes to be
Christy decided to buy an electric vehicle because she is concerned about the harmful effects of carbon dioxide emissions produced by gasoline fuels.
Which of the following is the best example of how one's personal value system influences his or her buying behavior?
safety
According to Maslow's hierarchy of needs, companies that offer home security systems or products focused on accident or disability insurance, are seeking to meet which level of need?
marketers have no effect on consumer learning
Which of the following statements regarding the concept of learning is not true?
a bottle of shampoo
Which of the following is most likely a low-involvement purchase?
a new car
Compare the following to determine the best example of a high-involvement product purchase.
marketing research
John works for a consumer products company. His job is to use information to identify and define marketing opportunities, evaluate marketing actions, and monitor marketing performance. John's work involves
competitive intelligence
Breen wanted to know if her main rival in the personalized dog clothing business was increasing its prices. She talked to her rival's distributors, her suppliers, and some of her customers to get this information. Breen was engaging in
descriptive
The owner of Tools by Joe has hired a company to help him find out whether customers and potential customers would prefer to shop in his store or online. What type of research would this company be conducting?
causal
To find out what scent consumers prefer for a new floor cleaner, the researcher conducts a focus group and exposes the participants to several scents, asking them which one they would buy. Select the type of research being conducted.
data from the census bureau website
Which of the following would be considered secondary data for research on how to improve the sales of an existing product?
primary data
In order to develop a plan for marketing his new vitamin water, Rashid decides to conduct focus groups with members of fitness centers. This type of research is considered to be
a focus group
GM wanted to know what features were used the most in their new cars, so they invited 10 people who owned GM cars to sit in a room with a moderator and answer questions. This is an example of
mystery shoppers
Jayla and Stuart are trained researchers. They visit restaurants posing as customers in order to assess the level of service, quality of food, and competence of the wait staff. Jayla and Stuart are called
surveys
Which of the following is a form of quantitative research that can be used to measure consumer attitudes, intended behavior, and the motivations behind behavior?
simple random sampling
Bart wanted to know how often freshman males at his school drank alcohol, but he couldn't survey every one of them. Bart decided that in order to give all freshman males an equal chance of being selected to participate in his mini-study, he would visit th
After Sasha completed the survey, she recommended her friend to the surveyor because they both liked the same cereal.
Select the scenario that is using snowball sampling.
a service
In marketing terms, the care you receive when you visit your family doctor is an example of
new category enrty
Dell doesn't currently offer an e-reader in its product line. However, if the company decided to enter the market by producing an e-reader of its own, it would be classified as what type of product?
product line
The Ford Motor Company produces the Fiesta, Focus, and Fusion. As a group, these cars represent a
a new product is certain to be accepted by the market
Read the following statements and select the one that is not an advantage of a product-line extension.
product devlopment
When Fisher-Price comes up with an idea for a new toy, it needs to ensure that the children who play with the toy will not choke on any of its parts and that the toy in general will not be a hazard to the children who will be using it. In what stage of th
make sure the product can be manufactured at a cost low enough to generate profits
Read the following list of tasks and select the one that does not take place during the product launch stage.
trial
TisSian wants to join a new health club. Her roommate belongs to a club that she heard about on the radio. She decides to use her roommate's free guest passes to try out the club to see if it meets her needs. What stage of the consumer adoption process do
innovator
Franco is considered to be tech savvy by his friends. He is unafraid to take risks when it comes to trying new products and is always the first in his group to get the latest gizmo. What type of product adopter is Franco?
early majority
Nora is in the market for a new HD television. She has spent quite a bit of time gathering information and thinking about the purchase. She has asked her friends for opinions about the models they own and is happy that there are a lot of models to choose
laggard
Wilbur does not like change. He thinks the cell phone he currently owns is just fine even though it doesn't have all the features of new phones on the market. Wilbur hopes that he doesn't lose this phone because the company doesn't make this style anymore
trialability
The marketers at Pantene included a trial size of their new shampoo in the September issue of InStyle Magazine. National sales increased dramatically within a few weeks, an example of this product's
maturity
During which stage of the product life cycle do customer service and repairs begin to take on significance as a way to differentiate a firm's products?
product mix
Udi's Gluten Free sells bread, bagels, cookies, pizza crust, and other products that are gluten free. The combination of all the products that Udi's Gluten Free sells is referred to as its
market segmentation
It has been Shelly's dream to open a bakery, and while she has experience in making all types of baked goods, she always gets rave reviews for her hand-decorated cupcakes. So, rather than open a bakery that offers a wide variety of baked goods, Shelly has
Market segmentation identifies which products will be profitable and which ones are not worth pursuing.
Read the following statements to select the choice that is not true of market segmentation.
differentiable
An auto insurance company segmented its market by both gender and age, and designed different marketing campaigns to appeal to both. In the end, both segments responded the same to the different marketing strategies, in part, because both segments are req
demograpic
Quentin is a realtor selling high-end homes priced over $750,000. Before showing a property to prospective clients, Quentin makes sure they are pre-qualified for a home loan commensurate with the price of the house. This pre-qualification is based mainly
the US census bureau
One of the most important sources of demographic information for marketers, which of the following provides free information on data such as how households are segmented by race, education, age, and occupation?
age
Clif Bar & Company, makers of energy and nutrition bars, expanded their product line to include Clif Kid Z Bars. These bars are specifically designed to provide the right kind of nutrition for growing children. For this product, Clif Bar & Company is segm
Customer convenience
The fact that you see a Starbucks on practically every corner would indicate that Starbucks is most likely geographically segmenting based on
psychographic segmentation
Stores like Cabela's, REI, and Bass Pro Shops that cater to outdoor enthusiasts' most likely use what type of segmentation strategy?
By segmenting the market by those who are active on social media, companies can connect with a larger and more diverse consumer base.
Read the following statements to select which one is accurate regarding the use of social media in market segmentation.
love/belonging
Which level of maslows hierarchy of needs deals with friendship, family, and sexual intimacy
family life cycle
The distinct family related phases that an individual progresses through over the course of his or her life are called the
situational
factors like time and involvement that serve as an interface between consumers and their decision making process are __________ influences
the buying decision
Which of the following is the focal point of all marketing efforts
problem recognition
the first stage in the consumer decision making process is?
disgust
Dr. Paul Ekman's work wth facial expression led to the identification of seven basic emotions: joy, surprise, sadness, anger, fear, contempt, and:
observation research
what allows researchers to see how people behave and record behaviors that are relevant to the research objective
sales forecasting
___________ is based on research that estimates how much of a product will sell over a given period of time
demand analysis
What is used to estimate how much customer demand there is for a particular product and understand the factors that drive it?
data support system
Which term describes both the growth in information that inundates businesses each day and the complex tools used to analyze the data and derive meaningful insights?
competitive advantage
as it pertains to new product characteristics, the superior position a product enjoys over competing products if consumers believe it has more value than other products in its category is referred to as
late majority
Which category of product adopters relies on others for information and buys a product because their friends have already done so?
revamped product
A product that has new packaging, different features and updated designs and functions is a
concept testing
Which of the following is not one of the stages in the new product development process?
test marketing
A company that is introducing a new product in its final form to a geographically limited market to see how well the product sells and to get reactions from potential users is engaged in ______________
analyze competitors postitions
the first step marketers should take when deciding how best to position their product is to
approaches the marketplace as one large segment
undifferentiated targeting is a strategy that
targeting
when a company evaluates each market segment to determine which segment or segments present the most attractive opportunity o maximize sales, it is engaged in
psychology, demographics, and personality
Psychographic segmentation refers to the science of segmenting markets based on
geographic segmentation
segmentation based on where prospective consumers live, work, and spend their leisure time is referred to as
targeting
Carson has opened up a new sports bar/restaurant in town. He has determined that his market segments are (1) students from the nearby college campus, (2) families with small children, and (3) young adult males. Carson now has to determine which of these s
differentiated
Rico's firm manufactures homemade salsa. His product is sold around the country, but he adds extra jalapenos to his product sold in Texas, New Mexico, and Arizona because those customers prefer the extra heat and spice. Rico also markets the product diffe
niche marketing
College Prep Tutors is a business that tutors high-school students who are preparing to take the ACT test as part of their college entrance requirements. Because it possesses a unique offering that is desirable to a specific market, College Prep Tutors wo
Aberocrombie and Fitch targeting tweens with sexualized clothing
Read the following and select which one best represents a growing ethical concern in targeting certain market segments.
perceptual map
The competitive analysis tool that creates a visual picture of where products are located in consumers' minds is called a
price/quality relationship
Both Sam's Club and Costco have positioned themselves as providing a variety of items to shoppers at prices lower than retail stores. These stores have positioned themselves based on
repositioning
Today's health conscious society has caused cereal manufacturers to rethink their products. Now many cereals such as Frosted Flakes are being marketed as being healthier because they are made with whole grains and have less sugar. This is an example of