Ch06 Analyzing Consumer Market Caraig

TOP 10 Learning Questions for

Chapter 6: Analyzing Consumer Markets

Jem CaraigDecember 16, 2011For use in the Marketing Management Class of Prof. Remigio Joseph De Ungria

http://jemcaraig.blogspot.com

http://jemcaraig.blogspot.com/


1. In the three factors that influence on consumer behavior, which is the factor that exerts the broadest and deepest influence?

A. Social FactorsB. Cultural FactorsC. Subcultural FactorsD. Psychological FactorsE. Personal Factors

2http://jemcaraig.blogspot.com



What Influences Consumer Behavior?

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Cultural FactorsCulture, subculture, and social class are particularly important influences on

Consumer behavior.

Social FactorsReference groups, family, and social roles and statuses affect our buying behavior.

Personal FactorsBuyer's age and stage in the life cycle; occupation and economic circumstances;

personality and self-concept; and lifestyle and values influencebuyer’s decision.




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Cultural FactorsCulture, subculture, and social class are particularly important influences on

Consumer behavior.

Social FactorsReference groups, family, and social roles and statuses affect our buying behavior.

What Influences Consumer Behavior?

Personal FactorsBuyer's age and stage in the life cycle; occupation and economic circumstances;

personality and self-concept; and lifestyle and values influencebuyer’s decision.

Cultural Factorsexert the broadestand deepest influenceamong the three factors http://jemcaraig.blogspot.co

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1. In the three factors that influence on consumer behavior, which is the factor that exerts the broadest and deepest influence?

A. Social FactorsB. Cultural FactorsC. Subcultural FactorsD. Psychological DemandE. Personal Factors




2. Which of the following is true?

A. Subcultures include family, nationalities, religions and racial groups

B. Social Factors include family, nationalities, religions and racial groups

C. Subcultures include nationalities, religions, racial groups and geographical regions

D. Social Factors include family, reference groups, statuses and racial groups

E. None of the above




Subcultures

Each culture consists of smaller subcultures that provide more specific identification and socialization for their members. When subcultures grow large and affluent enough, companies often design specialized marketing programs to serve them.

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SUBCULTURES include:

NATIONALITIES

RELIGIONS

RACIAL GROUPS

GEOGRAPHICAL REGIONS




Social Factors

REFERENCE GROUPS FAMILY

SOCIAL ROLES STATUSES

In addition to cultural factors, social factors such as reference groups, family, and social roles and statuses affect our buying behavior. 8

SOCIAL FACTORS include:




2. Which of the following is true?

A. Subcultures include family, nationalities, religions and racial groups

B. Social Factors include family, nationalities, religions and racial groups

C. Subcultures include nationalities, religions, racial groups and geographical regions

D. Social Factors include family, reference groups, statuses and racial groups

E. None of the above




3. __________ is the specific mix of human traits that we can attribute to a particular brand.

A. Personal FactorsB. Social RolesC. Self-conceptD. LifestyleE. Brand Personality




Stanford’s Jennifer Aaker researched brand personalities and identified the following traits:

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Sincerity

Excitement

Competence

Sophistication

Ruggedness

down-to-earth, honest, wholesome, and cheerful

daring, spirited, imaginative, and up-to-date

reliable, intelligent, and successful

upper-class and charming

outdoorsy and tough




Personality and Self-Concept

Personality is a set of distinguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli (including buying behavior).

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BRAND PERSONALITY is the specific mix of human traits that we can attribute to a particular

brand.




3. __________ is the specific mix of human traits that we can attribute to a particular brand.

A. Personal FactorsB. Social RolesC. Self-conceptD. LifestyleE. Brand Personality




4. The key to psychological process are the following except…

A. BehaviorB. MotivationC. PerceptionD. LearningE. Memory




Marketer’s task

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Motivation

MemoryLearning

Perception

Key Psychological Processes




Marketer’s task

to understand what happens in the consumer's consciousness between the arrival of the outside marketing stimuli and the ultimate purchase decisions

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Motivation

MemoryLearning

Perception

Key Psychological Processes

• These processes influence consumer responses




4. The key to psychological process are the following except…

A. BehaviorB. MotivationC. PerceptionD. LearningE. Memory




5. Drinking coffee can meet the need for social relaxation, status, or fun. Coffee brands or coffee shops’ name need to be motivationally positioned in one of these three appeals. This is an example of what theory?

A. Herzberg’s TheoryB. Chrysler’s TheoryC. Maslow’s TheoryD. Lohas’ TheoryE. Freud’s Theory




Motivation


MASLOW’S HIERARCHYOF NEEDS

Behavior is drivenby lowest,

unmet need

HERBERG’S TWO-FACTOR

THEORY

Behavior isguided by motivatingand hygiene factors

FREUD’S THEORY

Behavior is guided by subconscious motivations



Motivation: Freud’s Theory

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Jan Callebaut identifies different motives a product can satisfy.

Drinking coffee can satisfy the need for social relaxation, status, or fun.

FREUD’S THEORY





5. Drinking coffee can meet the need for social relaxation, status, or fun. Coffee brands or coffee shops’ name need to be motivationally positioned in one of these three appeals. This is an example of what theory?

A. Herzberg’s TheoryB. Chrysler’s TheoryC. Maslow’s TheoryD. Lohas’ TheoryE. Freud’s Theory




6. Before a man seeks security of property or of morality, he needs to satisfy his need for food, shelter and water first. This is an example of what theory?

A. Herzberg’s TheoryB. Maslow’s TheoryC. Chrysler’s TheoryD. Freud’s TheoryE. Lohas’ Theory




Motivation


MASLOW’S HIERARCHYOF NEEDS

Behavior is drivenby lowest,

unmet need

HERBERG’S TWO-FACTOR

THEORY

Behavior isguided by motivatingand hygiene factors

FREUD’S THEORY




Maslow’s Theory

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Self-Actualization Needs

Esteem Needs (Recognition,

Status)

Social Needs (sense of belonging, love)

Safety Needs (security, protection)

Physiological needs (food, water, shelter)

Maslow’s Hierarchy of Needs

Behavior is driven by lowest,

unmet need




6. Before a man seeks security of property or of morality, he needs to satisfy his need for food, shelter and water first. This is an example of what theory?

A. Herzberg’s TheoryB. Maslow’s TheoryC. Chrysler’s TheoryD. Freud’s TheoryE. Lohas’ Theory




7. These Herzberg Theory definitions are true, except…

A. Frederick Herzberg developed a two-factor theory that distinguishes dissatisfiers from satisfiers.

B. Satisfiers are the factors that cause satisfaction; dissatisfiers are the factors that cause dissatisfaction.

C. The absence of dissatisfiers is enough to motivate a purchase; however, satisfiers can be present.

D. One implication of Herzberg Theory is sellers should do their best to avoid dissatisfiers.

E. Another implication of Herzberg Theory is the seller should identify the major satisfiers or motivators of purchase in the market and then supply them.




Herzberg’s Two-Factor Theory

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Dissatisfactionand

Demotivation

Employees not dissatisfied,

but notmotivated

Positivesatisfaction and

motivation

Hygiene Factors

MotivatorFactors




Herzberg’s Two-Factor Theory

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Behavior is guided by

motivating

and hygiene factors

Dissatisfactionand

Demotivation

Employees not dissatisfied,

but notmotivated

Positivesatisfaction and

motivation

Hygiene Factors

MotivatorFactors




7. These Herzberg Theory definitions are true, except…

A. Frederick Herzberg developed a two-factor theory that distinguishes dissatisfiers from satisfiers.

B. Satisfiers are the factors that cause satisfaction; dissatisfiers are the factors that cause dissatisfaction.

C. The absence of dissatisfiers is enough to motivate a purchase; however, satisfiers can be present.

D. One implication of Herzberg Theory is sellers should do their best to avoid dissatisfiers.

E. Another implication of Herzberg Theory is the seller should identify the major satisfiers or motivators of purchase in the market and then supply them.




8. _______ is the process by which we select, organize, and interpret information inputs to create a meaningful picture of the world.

A. SelectionB. OrganizationC. InterpretationD. PerceptionE. Information




Perception

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Selective Attention

Selective Retention

Selective Distortion

Subliminal Perception




Perception

In marketing, perceptions are more important than the reality, as it is

perceptions that affect will consumers' actual behavior.




8. _______ is the process by which we select, organize, and interpret information inputs to create a meaningful picture of the world.

A. SelectionB. OrganizationC. InterpretationD. PerceptionE. Information




9. iPhone 4S has been recently launched by local telecommunications companies. Consumers are now looking for reading materials, phoning friends, going online, and visiting stores to learn about the product. This is an example of what stage of the Buying Decision Process?

A. Problem RecognitionB. Information SearchC. Evaluation of AlternativesD. Purchase DecisionE. Postpurchase Behavior




Buying Decision Process

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Problem Recognition

Information Search

Evaluation of Alternatives

Purchase Decision

Postpurchase Behavior





Problem Recognition - The buying process starts when the buyer recognizes a problem or need triggered by internal or external stimuli.

Information Search - At this level a person simply becomes more receptive to information about a product. At the next level, the person may enter an active information search: looking for reading material, phoning friends, going online, and visiting stores to learn about the product.

Evaluation of Alternatives - Consumers will pay the most attention to attributes that deliver the sought-after benefits. We can often segment the market for a product according to attributes important to different consumer groups.





Purchase Decision - In the evaluation stage, the consumer forms preferences among the brands in the choice set. The consumer may also form an intention to buy the most preferred brand.

Postpurchase Behavior - After the purchase, the consumer might experience dissonance that stems from noticing certain disquieting features or hearing favorable things about other brands and will be alert to information that supports his or her decision.




9. iPhone 4S has been recently launched by local telecommunications companies. Consumers are now looking for reading materials, phoning friends, going online, and visiting stores to learn about the product. This is an example of what stage of the Buying Decision Process?

A. Problem RecognitionB. Information SearchC. Evaluation of AlternativesD. Purchase DecisionE. Postpurchase Behavior




10. There are four techniques that marketers can do to try to convert a low-involvement product into one of higher involvement. Which technique is not stated by Kotler?

A. They can use frequent ad repetition, visible sponsorships, and vigorous PR to enhance brand familiarity.

B. They can link the product to some involving issue.C. They can link the product to some involving

personal situation.

D. They might design advertising to trigger strong emotions related to personal values or ego defense.

E. They might add an important feature.




Low-Involvement Marketing Strategies

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MARKETERS’ FOUR TECHNIQUES TO CONVERT LOW-INVOLVEMENT PRODUCT TO HIGHER INVOLVEMENT

1. They can link the product to some involving issue.

2. They can link the product to some involving personal situation.

3. They might design advertising to trigger strong emotions related to personal values or ego defense.

4. They might add an important feature.




Variety-seeking Buying Behavior

Marketers can use frequent ad repetition, visible sponsorships, and

vigorous PR to enhance brand familiarity.




10. There are four techniques that marketers can do to try to convert a low-involvement product into one of higher involvement. Which technique is not stated by Kotler?

A. They can use frequent ad repetition, visible sponsorships, and vigorous PR to enhance brand familiarity.

B. They can link the product to some involving issue.C. They can link the product to some involving

personal situation.

D. They might design advertising to trigger strong emotions related to personal values or ego defense.

E. They might add an important feature.




TOP 10 Learning Questions for

Chapter 6: Analyzing Consumer Markets

Jem CaraigDecember 16, 2011For use in the Marketing Management Class of Prof. Remigio Joseph De Ungria




Ch06 Analyzing Consumer Market Caraig

Education

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