Business Marketing Test 1 - Extras Part 2

Front 1

Match the products/services to the most appropriate demographic environment.
1- Retirement Village
2- Luxury RV
3- Scion
4- Toyota Minivan

Back 1

1- Senior Citizens
2- Baby Boomers
3- Gen Y
4- Gen X

Front 2

Where does the "Brand" exist - who owns it?

Back 2

The mind of the consumer.

Front 3

What do marketing information systems do?

Back 3

1- Assess Information needs - What do you want, and what do you need to know.
2- Develop needed information (Intenral database, marketing research)
3- Analyzing and using information.

Front 4

Give an example of a constrant

Back 4

- People not willing to tell the higher-ups the truth.
- Time frame / deadline
- Geography

Front 5

give an example of a qualitative method of research

Back 5

surveys

Front 6

which kind of research is best for gathering casual information through cause and effect relationships - give an example

Back 6

Experimental research -
ex - Phoenix is used as a test marked due to mixed demographics
- regional marketing (Madmen)
- BK virgins taste test

Front 7

Give examples with smoking through the strategic vision valuecentered pashychology chain - regarding smoking.

Back 7

belief - "smoking hurts you"
attitudes - "all people who smoke ar stupid"
behavior - how you ack around smokers.
- which causes outcomes and reinforces at the bottom - needs and desires

Front 8

What does the value centered intervies reveal?

Back 8

the levels upon which a product, service, etc effects the consumer.

Front 9

How does the value centered interview funnel structure look

Back 9

surface - history ->rational attributes ->personal benefits -> feelings -> values -> images - which is the deep structure.

Front 10

Through the use of _____, a catalog retailer might determine that customers who purchased silver frames would have a high probablilty of buying hat pins - as a result, the company offered special offers on hat pins when a silver frame was ordered

Back 10

data mining

Front 11

Compared with _____ data, two disadvantages of ____ data reae the latter is usually far more time consuming and more expensive to collect

Back 11

secondary
primary

Front 12

The following question, "Do you believe President Clinton's overall good character fell into question just because he developed a social relationship with a female intern?" is most likely an example of ______

Back 12

a leading question

Front 13

What ar ethe two pricnipal ways to collect new or primary data for amarketing study?

Back 13

1- observing people
2- asking them questions.

Front 14

Proctor & Gamble executives spent a full day with people at work, home, running errands, shopping , even gambling. The data gathered by this type of market research is ____

Back 14

primary, observational data

Front 15

What did Mason Gaire develop?

Back 15

a qualitative research study for nescafe that found that perception was tha t people thought instant coffee drinkers were lazy

Front 16

What is the benefit of qualitative research? What is its drawback?

Back 16

It is easier to get the research by watching or engaging with people, but it is harder to interpret.

Front 17

What makes the strategic vision value centered interview so successful? - What type of questions does it use

Back 17

It dives below the surface - asking history questions "Why did you buy this?" and moves into image questions - "Which best describes th efamily of typical drivers who would have this car?"

Front 18

What are the classifications in the buyer decision process?

Back 18

1- innovators -
2- Early adoptors - opinion leaders
3- Early majority - deliberate and adopt new ideas before avg person
4- Late majority - skeptical and adopt only after the majority
5- Laggards - suspicous of changes

Front 19

What is the consumer market?

Back 19

the group being marketed to

Front 20

What is the stimuli?

Back 20

the prompting behavior which consists of the 4 p's

Front 21

What influsences the consumer buyer begavior?

Back 21

Culture
Social factors
Personal
Psychological

Front 22

Define Culture?

Back 22

The learned values, perceptions, wants and begavior from family and other important institutions - this is what someone believs to be important in life.

Front 23

What are Subcultures?

Back 23

groups of people with shared value systems based on common life experiences and situations
nationalities
religions
racial groups
geographic regions
age groups

Front 24

What are social classes?

Back 24

society's relatively permanent and ordered divisions whose members share similar values, interests and behaviors

Front 25

What is a social group?

Back 25

groups that have a direct influence and to which a person belongs and how they purchase. - ex the NBA

Front 26

What is an aspirational group?

Back 26

a group we want to belong to

Front 27

What is a reference group?

Back 27

groups we look to for compariso or reference in forming attitudes or behavior

Front 28

What is a dissassociative group?

Back 28

group we dissassociate with - i.e. radiers colors adopted by gangs (sales went down in LA)

Front 29

What is the most important purchasing unit in society?

Back 29

family

Front 30

Do brands market to personality and self concept? - give examples

Back 30

yes, Pepsi - forever young.

Front 31

What is brand personality?

Back 31

refers to a mix of human traits that can be associated with a brand?
- I'm a mac, I'm a PC
- Naming your car

Front 32

What is Anthromorphism?

Back 32

the attribution of human characteristics to non-human creatures and objects.

Front 33

Define Lifestyle

Back 33

A person's pattern of behaviors and demographics

Front 34

How is brand personality present in politics?

Back 34

characters of politicians, SNL skits (Barack Obama- I'm Cool)

Front 35

Describe pshchological factors in driving consumer buying behavior.

Back 35

motive
perception
learning
belief and attitude

Front 36

What is perception

Back 36

the process by which people select organize and interpret info to form meaningful pictures of the world.

Front 37

Name the 3 types of perception

Back 37

1-Selective attention
2- selective distortion ***Interpretation - religion, politics****
3- selective retention

Front 38

What is Herzberg's two factory theory?

Back 38

Creating gaps and building bridges - the absence of a dissatissfier is not enough - there must be a satisfier.

Front 39

Cognitive Dissonance Theory?

Back 39

Anxiety that comes from holding 2 conflicting thoughts in the mind at the same time

Front 40

What is an awareness set?
What is a consideration set?
Give examples

Back 40

Awareness set - all the products of a certain type that you are aware of - i.e. cereal
Consideration set - options that you are willing to consider - i.e. - of all the cereals - which would you eat?

Front 41

What is Darrell Edwards Value Centered Psychology Tree?

Back 41

1- Security
2- Freedom
3- Esteem
4- Harmony
5- Love

Front 42

What are values?

Back 42

the inner organized constructs that set priorities for our choices.

Front 43

Which part of the Value Centered Psychology Tree is the most important?

Back 43

All parts are equally important - only after all are fulfilled can the Love be present.

Front 44

Per the LDS commercial - Family is about____

Back 44

Love

Front 45

You have just purchased a suit to wear to an interview. As you head home from the store, you agonize in your mind about whetere your choice of dark grey was right 0r if you should have taken the dark blue - this is an example of

Back 45

cognitive dissonance

Front 46

Brooke has worn her hair at shoulder length since 10th grade. In college she gets it cut - during th eweek following, she will need to receive numerous compliments to help her complete which common post purchase decision process

Back 46

dissonance reduction

Front 47

A magazine ad shows a baby sitting inside a tire. The ad states that the tires have improved traction so parents can protect children. the marketers are tyring to appeal to consumers' ____ needs

Back 47

safety

Front 48

A consumer's _____ refers to the personal, social, and economic significance of a purchase ot the consumer.

Back 48

involvement

Front 49

A consumers purchases are often influenced by the views, opinions, or behavior of others. Two important aspects of personal influence are _______.

Back 49

Opinion leaders and word of mouth activity.

Front 50

A _____ is a stimulus or symbol that one perceives

Back 50

cue

Front 51

____ is a favorable attitude toward and consistent purchase of a single brand over time

Back 51

brand loyalty

Front 52

From the article, " Love Those Boomers," around what age are consumers often deemed "undesireable," by many advertisers and new product marketers?

Back 52

50 and older

Front 53

Perceived credibility, the real promotional power unleased in social networking sites like MySpace and Xanga is the result of _____

Back 53

peer to peer communication

Front 54

According to, "The Dealership Experience" by Strategic Vision, about 15% of new vehicle buyers consider the purchase of a new far to be no more significant than the purchase of a toaster.

Back 54

False

Front 55

What are the factors of brand personality?

Back 55

1- Sincerity (down to earth, honest, cheerful)
2- Excitement (daring, spirited, up to date)
3- Competence (reliable, intelligent, successful)
4- Sophistication (upper class and charming)
5- Ruggedness (outdoorsy and tough)

Front 56

define motive

Back 56

a need that is sufficiently pressing to direct the preson to seek satisfaction

Front 57

selective attention?

Back 57

the tendenc to screen out most information to which you are exposed

Front 58

selective distortion?

Back 58

people intrepret information in a way thtat will support what they believe

Front 59

selective retention?

Back 59

people ar likely to remember good points about a brand that they favor and forget good points about competitors

Front 60

what are beliefe?

Back 60

a descriptive thought that a person has baout something

Front 61

what is an attitude?

Back 61

the relatively consistent evaluations, feelings and tendencies toward an object or idea

Front 62

what is learning?

Back 62

changes in an individual's behavior arising from experience.

Front 63

what is need recognition?

Back 63

the buyer recivnizes a problem or need

Front 64

what is information search?

Back 64

if the consumer's drive is strong - the consumer will obtain information from personal, commercial, public and experiential sources before deciding on the product.

Front 65

what is the evaluation of alternatives?

Back 65

the ranking of brands

Front 66

what is the purchase decision?

Back 66

the actual decision of selecting a paticular or preferred brand. - 2 factors can influence 1- attitudes of others, 2- unexpected situational factors i.e. the economy

Front 67

what is post purchase behavior? What does it depend on?

Back 67

determines whether the consumer is satisfied or not.
Based on the consumer's expectations and the product's perceived performance.

Front 68

define cognitive dissonance

Back 68

discomfort caused by postpurchase conflict.