Cim Marketing Diploma - Comms Revision Test

The correct answer is "awareness, interest, evaluation, trial, adoption". In the model of consumer buying behavior, the different stages start with creating awareness about a product or service, followed by generating interest among consumers. Then, consumers evaluate the product or service, which leads to a trial period where they test it out. Finally, if satisfied, consumers move towards the adoption stage where they make the decision to purchase and continue using the product or service.

The question is asking for the two types of communication appeals, and the correct answer is "Emotional." This means that emotional appeals are one of the types of communication appeals, and the other type is not mentioned in the options provided.

At the Evaluation and Trial levels, potential customers are more likely to gather information from personal sources, including salespeople. This is because at this stage, customers are actively considering different options and are more inclined to seek advice and opinions from trusted individuals. Salespeople, being knowledgeable about the product or service, can provide personalized information, address specific concerns, and offer recommendations, which can greatly influence the customer's decision-making process. Personal sources are often considered more reliable and trustworthy compared to mass communication models, such as advertisements or promotional materials.

At the Awareness and Interest levels of the Consumer Buying Behaviour Model, potential customers are likely to hear about the product/service from mass communication sources such as TV, press/magazines, and radio. This means that the company is using advertising and promotional strategies through these mediums to reach a wide audience and create awareness about their product/service. This approach allows the company to reach potential customers who may not have personal connections or recommendations from friends, relatives, or colleagues. Mass communication sources have a broader reach and can effectively generate awareness and interest in the product/service among the target market.

The correct answer is Problem Recognition - Information Search - Alternative Evaluation - Purchase Decision - Post-purchase Evaluation. This sequence accurately represents the stages in the buying decision-making process. The process begins with problem recognition, where a consumer identifies a need or desire for a product or service. This is followed by information search, where the consumer gathers information about different options available to fulfill their need. Next, the consumer evaluates the alternatives and compares them based on various factors. After the evaluation, they make a purchase decision and finally, they evaluate their post-purchase experience to determine if it met their expectations.

The 5 communication tools are referred to as being part of a toolkit because a toolkit typically contains a set of tools that are used for a specific purpose or task. In this case, the communication tools are grouped together in a toolkit to emphasize their collective importance and usefulness in facilitating effective communication. The term "toolkit" implies that these tools can be accessed and utilized as needed, just like physical tools in a toolkit.

An Opinion Former is defined as an expert or someone who is actively involved in a subject. This can include professionals such as pharmacists or film critics who have extensive knowledge and experience in their respective fields. These individuals are considered credible sources of information and their opinions hold weight and influence over others.

The purposes of communication are to differentiate, reinforce (remind), inform, and persuade. Communication allows individuals or organizations to distinguish themselves from others, reminding people of their unique qualities. It also serves to reinforce messages or ideas, reminding people of their importance. Additionally, communication is used to provide information and facts, keeping individuals informed. Lastly, communication can be persuasive, aiming to influence or convince others to adopt a certain viewpoint or take specific actions.

Environmental influences refer to external factors that impact an individual's behavior and development. Groups, social class, situational influences, culture, and sub-culture all fall under this category as they shape an individual's attitudes, beliefs, and behaviors. Groups influence individuals through peer pressure and social norms, social class affects access to resources and opportunities, situational influences refer to the immediate context that impacts behavior, culture encompasses shared values and beliefs of a society, and sub-culture represents smaller groups within a larger culture with distinct norms and values.

High involvement decisions tend to be emotional because when individuals are highly invested in a decision, they are more likely to be influenced by their emotions, personal values, and subjective feelings. These decisions often involve important matters that have a significant impact on one's life or well-being, such as choosing a life partner, buying a house, or selecting a career path. Emotions play a crucial role in these decisions as they can shape our preferences, desires, and overall satisfaction with the chosen option. Rationality may still play a role in high involvement decisions, but emotions tend to have a stronger influence.

The correct answer is Cognitive (learn), Affective (feel), Conative (do). This answer correctly describes the three attitudes and beliefs in the order of their emphasis. Cognitive refers to the thinking and learning aspect, Affective refers to the emotional and feeling aspect, and Conative refers to the behavioral and action-oriented aspect. This order suggests that cognitive processes, such as learning and understanding, are followed by emotional responses and finally result in behavioral actions.

The missing "C" in this question is "control". Control is an important aspect in any situation or organization as it allows for the management and regulation of processes, actions, and outcomes. It helps in maintaining order, ensuring compliance, and achieving desired results. Without control, there would be chaos and lack of direction. Therefore, control is necessary for effective management and success in any endeavor.

Sales promotion is the missing communication tool in the given list. Sales promotion refers to the activities or techniques used to stimulate the sales of a product or service. It involves offering incentives or discounts to customers, such as coupons, contests, samples, or special promotions, to encourage them to make a purchase. Sales promotion is an important tool in the marketing mix as it helps to create awareness, generate interest, and drive sales for a product or service.

The word "routine" is used before "problem-solving" to describe the pattern of purchasing where we continue buying the same product until it becomes unavailable. This term is commonly used to describe purchases like toothpaste, soap, gas, and electricity, which are regularly bought without much thought or consideration. This suggests that the purchasing behavior is habitual and follows a predictable routine rather than being driven by specific needs or preferences.

The word "extensive" is used before "problem-solving" to describe the situation when the potential customer needs a high level of external information before purchasing. This means that the customer requires a significant amount of research, evaluation, and consideration before making a decision. It suggests that the purchasing process is complex and involves a thorough examination of options and alternatives.

Perception is influenced by various factors, including individual preferences and desires. People tend to see what they want to see, as their perception is shaped by their personal biases and motivations. Additionally, perceptions are also influenced by past experiences and pre-conditioning. Advertising often takes advantage of this by creating situational contexts that resonate with consumers and prompt them to make connections. Selective attention is another aspect of perception, where individuals focus on certain stimuli while ignoring others. Lastly, individuals tend to have a heightened awareness of advertisements for products they are considering, as they are more attuned to information relevant to their current needs and interests.

Limited is the word used before 'problem-solving' to describe the pattern of purchasing whereby we need a short information search and evaluation before purchase, especially for low-cost items such as flights or small electrical goods. This suggests that the decision-making process is not extensive or time-consuming, indicating a restricted or minimal approach to problem-solving in these situations.

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Rational factors are those that can be logically and objectively evaluated when making a decision. Price/cost, quality, features, experience, and tradition are all factors that can be considered rationally when making a choice. Price/cost relates to the affordability and value for money, quality refers to the standard and reliability of a product or service, features are the characteristics and functionalities offered, experience relates to the knowledge and expertise of the provider, and tradition refers to the long-standing customs and practices associated with a product or service.