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10 Cards in this Set
- Front
- Back
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Enlightened carmakers hired women designers, engineers, and marketing executives to better understand the way women decide to buy cars. They learned that: |
most women dislike the car-buying experience. |
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The five stages a buyer passes through in making choices about which products and services to buy include problem recognition, information search, alternative evaluation, purchase decision, and postpurchase behavior. This is referred to as the: |
purchase decision process. |
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When Marlon saw the television ad for chocolate-stuffed Oreo cookies, he knew exactly what he wanted to eat. Marlon's information search was shortened by the appearance of a __________. |
marketer-dominated source |
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Putting a dollar value on what a satisfied, loyal repeat customer spends on a firm's products during a year or a lifetime reveals that: |
focusing on customer retention can be very profitable in the long run. |
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If a company markets a low-involvement product and its brand is a market leader, it focuses its attention on (1) maintaining product quality, (2) avoiding stockout situations, and (3): |
airing several advertising messages that affirm consumers' purchase decisions. |
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A magazine ad shows a cherubic baby sitting inside an automobile tire. The ad copy touts the dramatically improved traction of Michelin radial tires in rain and snow. It also informs parents of the ways in which the tires will help them protect and ensure the well-being of their children. The marketers of Michelin tires are attempting to appeal to consumers' __________ needs. |
safety |
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Charlie purchased a Ford Mustang automobile to drive to his new job downtown. Afterward, he begins to notice ads in the sports section of his local newspaper for Mustangs at Ford dealers that he wasn't aware of previously. This is an example of: |
selective exposure. |
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Through repetition in advertising, messages such as "Advil is a headache remedy" attempt to link a brand (Advil) and an idea (headache remedy) by showing someone using the brand and finding relief. This ad makes use of what type of learning? |
Cognitive learning |
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Which of the following statements about word of mouth is most accurate? |
Word of mouth activity gets a great deal of credibility from the fact that it typically involves friends viewed as trustworthy. |
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The prevalence of working parents and single-parent households has resulted in: |
preteens and teenagers are the information gatherers, influencers, decision makers, and purchasers of products and services for the family. |
