MKTG 350 Consumer Behavior Test 1 - CONSUMER DECISION PROCESS AND PROBLEM RECOG

52 cards

fvdzvz


 
  
Created Feb 15, 2011
by
newwyorkbound

 

 
Table View
 
Download
 
Print

Flashcard Set Preview

  Side A   Side B
1
One person’s problem is another person’s...


 
 Many people would pay to NOT have snow.
 Indeed snow REMOVAL is a major industry...
2
 But would people pay to HAVE snow?
 
Turns out – yes!
people in warmer climates such as Texas, Arizona, Florida, Georgia
Often...
3
 is the level of concern for, or interest in, the purchase process.
 
Purchase involvement
4
Triggered by need to consider a particular purchase.
 
Purchase involvement
5
A temporary state influenced by the interaction of individual, product, and situational characteristics.
 
Purchase involvement
6
Types of Decision Making
 
Nominal Decision Making, Limited Decision Making, Extended Decision Making
7

in effect involves no decision per se.
 
Nominal decision making, a.k.a., habitual decision making,
8
 occur when
tthere is very low involvement with the purchase.
 
Nominal decisions
9
A completely ??? does not even include consideration of the “do not purchase” alternative.
 
nominal decision
10
Consumer buys Campbell’s without considering other brands, its price, etc.
 
Example of Nominal Decision Making
11
 involves internal and limited external search, few alternatives, simple decision rules...
 
Limited decision making
12
Middle ground between nominal and extended decision making.
 
Limited decision making
13
Involves recognizing a problem for which there are several possible solutions.
 
Limited decision making
14
Decision based only on buying the cheapest rolls.
 
Limited decision making
15
 involves extensive internal and external search followed by a complex evaluation of multiple...
 
Extended decision making
16
It is a response to the high level of purchase involvement.
 
Extended decision making
17
During post-purchase evaluation, doubts are likely and a thorough evaluation takes place.
 
Extended decision making
18
Emotional decisions may involve substantial cognitive effort.
 
Extended decision making
19
Types of Consumer Problems
 
Active Problem; Inactive Problem
20
is one the consumer is aware of or will become aware of in normal course of events
 
Active Problem
21
Marketing Strategy of ???:  Only require marketer to convince consumers that its brand...
 
Active Problem
22
is one of which the consumer is not aware
 
Inactive Problem
23
Marketing strategy of ??? Marketer must convince consumers that they have the problem AND that...
 
Inactive Problem
24
??? Helps to activate recognition of need to have projects for kids during holiday (and how...
 
Relates to inactive problem recognition.
25
Uncontrollable Determinants of Problem Recognition
 
Variety-seeking, Sensory-specific satiety
26
 is a challenge to marketers because it means that consumers switch brands for reasons...
 
Variety-seeking
27
consumers get bored (satiated)
wwith sensory attributes more than on non-sensory attributes.
 
Sensory-specific satiety –
28
Offering ??? on key sensory attributes can increase loyalty to the brand even if consumers...
 
variety
29
??? WITHIN brand can drive loyalty in the face of variety seeking.
 
Variety
30
Marketing Strategy and Problem Recognition
 
1. DiscoveringConsumerProblems
2. RespondingtoConsumerProblems
3. HelpingConsumersRecognizeProblems...
31
Once a consumer problem is identified, the manager may

 
structure the marketing mix to solve the problem.
32
Responding to Consumer Problems can Involve
 
Developing a new product or altering an existing one Modifying channels of distribution Changing...
33
Involves a discrepancy that that a variety of brands within a product category can reduce
 
Generic Problem Recognition
34
Increasing generic problem recognition generally results in an expansion of the total market
 
Generic Problem Recognition
35
involves a discrepancy only one brand can solve
 
Selective Problem Recognition
36
Firms attempt to cause selective problem recognition to gain or maintain market share
 
Selective Problem Recognition
37
??? It does not promote a particular brand of cheese but stress the appropriateness of cheese...
 
The ad works with generic problem recognition.
38
Generating ??? among “healthy” people with high cholesterol is a major challenge. Lipitor...
 
problem recognition
39
The Mack’s earplugs ad shows how marketers often
aattempt to cause consumers to ??? for...
 
recognize potential problems
40
??? Occasionally information is introduced in the market place that triggers ??? that some...
 
Suppressing Problem Recognition
41
Obviously marketers do not want their current customers to recognize problems with their...
 
Suppressing Problem Recognition
42
The message in part attempts to increase the desire to have a superior stereo system now....
 
the magnitude of the recognized problem.
43
This ad assumes that the ??? and the reader is at least interested in a color copier. Note...
 
problem has been recognized
44
This ad attempts to trigger ??? among users of portable computers.
 
problem recognition
45
Creates a gap between desired and actual state and then
 
offers up their product as a solution.
46
the way an individual perceives their feelings and situation to be at the present time.
 
actual state
47
the way an individual wants to feel or be at the present time
 
desired state
48
focuses on a particular activity like dinner, maintaining a lawn, or swimming
 
activity analysis
49
examines the purchase or use of a particular product or brand
 
product analysis
50
starts with a problem and asks respondents to indicate which activities, products, or brands,...
 
Problem Analysis
51
this type of research can sometimes identify functional problems that consumers are unaware...
 
Human factors research
52
personal interviews that examine the emotions associated with certain problems. 
 
emotion research


Upgrade and get a lot more done!
Upgrade    Cancel