Exam 6: Understanding Consumer and Business Buyer Behaviour

Mountain Dew's "DEWmocracy" campaigns invited avid Mountain Dew customers to help name a new flavour, design new packaging, and select media communications for the brand.Which of the following statements about a participation program like Mountain Dew's DEWmocracy program is likely not true? Participation helps drive conversations about the brand. Participation provides excellent targeting for the brand. Participation helps to create attention for the brand. Participation is a starting point for pricing decisions. Participation can be fun for consumers.

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Question 1

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Participation is a starting point for pricing decisions.

Identify the product characteristics that influence the rate of adoption.Explain how each characteristic affects the rate of adoption.

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Question 2

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The five most important product characteristics that influence the rate of a product's adoption are relative advantage, compatibility, complexity, divisibility, and communicability. Relative advantage is the degree to which an innovation appears superior to existing products; the greater the perceived relative advantage, the sooner the product will be adopted. Compatibility is the degree to which the innovation fits the values and experiences of potential consumers; high compatibility leads to quick adoption. Complexity is the degree to which the innovation is difficult to understand or use; the greater the complexity, the slower the adoption rate. Divisibility is the degree to which the innovation may be tried on a limited basis; the higher the divisibility, the slower the rate of adoption. Finally, communicability is the degree to which the results of using the innovation can be observed or described to others; high communicability lends itself to a higher rate of adoption.

Snoopy tells you that business buyer decision making is solely based on economic factors.What would you say to Snoopy?

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This claim is not entirely accurate. Although some marketers assume that the major influences are economic and think buyers will favour the supplier who offers the lowest price or the best product or the most service, this is actually not entirely true. In fact, business buyers respond to both economic and personal factors. Far from being cold, calculating, and impersonal, business buyers are human and social. They react to both reason and emotion.

After purchasing the product, the consumer will be satisfied or dissatisfied and will engage in postpurchase behaviour.

(True/False)

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Question 4

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

(True/False)

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Question 5

What is the buying centre concept? Explain why this concept presents a major marketing challenge.

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Question 6

The study of consumer behaviour begins and ends with ________. culture the individual beliefs lifestyles social classes

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Question 7

Brand personality is a mix of human traits attributed to a brand.Which of the following is a leading brand personality traits discussed in your text? sincerity empathy confidence indecision emotion

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Question 8

The first step of the business buying process is ________. general need description supplier search proposal solicitation problem recognition order-routine specification

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Question 9

Consumers do not use a simple and single alternative evaluation process in all buying situations.

(True/False)

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Question 10

Scenario The Attic Trunk began in 1979 as an upscale dress shop in Forest Ridge's fashionable shopping district, catering to a wealthy, mature clientele.Many other specialty shops lined the main avenue over the next few years.But as Forest Ridge began to attract an affluent, younger, and more demographically diverse population, the once-popular shopping district was increasingly perceived as stodgy and snobby.By the late 1980s, many of these specialty shops suffered financially.Most shops attracted only tourists who enjoyed browsing through the displays of alligator belts and shoes, piles of scented soaps, and useless flowered parasols, often laughing at the ridiculously high prices.Owners of The Attic Trunk had noticed the shifts in population and buying behaviour of the typical shopper by the late 1980s.In fact, the owners had observed that the once-fashionable shopping district in Forest Ridge no longer attracted a "typical shopper." The wealthy, mature clientele had been replaced with affluent families with children, and a mix of Asian and African Americans as well as Caucasians.Specialty items at The Attic Trunk gradually disappeared, replaced by brand-name apparel, colognes, and jewelry.Other owners followed suit in the early 1990s, bringing restaurants, an outdoor cafe, and a day spa to the main avenue in Forest Ridge. What are some assumptions that can be made about any dissatisfied customers at The Attic Trunk?

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Question 11

How have relationships between customers and suppliers changed in recent years?

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Question 12

Marketers describe the way the consumer processes information to arrive at brand choices as ________. alternative evaluation information search purchase decision situational factors post-purchase dissonance

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Question 13

Which of the following is an example of a major force affecting consumer behaviour? cultural geographical philosophical channels physiological

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Question 14

The third largest visible minority identified themselves as ________ in the 2006 Canada census. Asian Hispanic Black Gen Xers East Indian

(Short Answer)

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Question 15

As compared to consumer markets, business markets are ________. approximately the same smaller huge somewhat larger less complex

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Question 16

People differ greatly in their readiness to try new products.In each product area, there are "consumption pioneers." They are also called laggards.

(True/False)

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Question 17

Some consumers worry that they will be affected by marketing messages without even knowing it.They are concerned about ________ advertising. alternative evaluation subliminal perceptual innovative comparative

(Short Answer)

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Question 18

Scenario The Attic Trunk began in 1979 as an upscale dress shop in Forest Ridge's fashionable shopping district, catering to a wealthy, mature clientele.Many other specialty shops lined the main avenue over the next few years.But as Forest Ridge began to attract an affluent, younger, and more demographically diverse population, the once-popular shopping district was increasingly perceived as stodgy and snobby.By the late 1980s, many of these specialty shops suffered financially.Most shops attracted only tourists who enjoyed browsing through the displays of alligator belts and shoes, piles of scented soaps, and useless flowered parasols, often laughing at the ridiculously high prices.Owners of The Attic Trunk had noticed the shifts in population and buying behaviour of the typical shopper by the late 1980s.In fact, the owners had observed that the once-fashionable shopping district in Forest Ridge no longer attracted a "typical shopper." The wealthy, mature clientele had been replaced with affluent families with children, and a mix of Asian and African Americans as well as Caucasians.Specialty items at The Attic Trunk gradually disappeared, replaced by brand-name apparel, colognes, and jewelry.Other owners followed suit in the early 1990s, bringing restaurants, an outdoor cafe, and a day spa to the main avenue in Forest Ridge. Might the owners of The Attic Trunk believe that people change what they buy over their lifetimes Explain.

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Question 19

Early adopters are opinion leaders in their communities and adopt new ideas early but carefully.

(True/False)

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Question 20

Showing 1 - 20 of 168

Identify the product characteristics that influence the rate of adoption.Explain how each characteristic affects the rate of adoption.

Snoopy tells you that business buyer decision making is solely based on economic factors.What would you say to Snoopy?

After purchasing the product, the consumer will be satisfied or dissatisfied and will engage in postpurchase behaviour.

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

What is the buying centre concept? Explain why this concept presents a major marketing challenge.

The study of consumer behaviour begins and ends with ________. culture the individual beliefs lifestyles social classes

Brand personality is a mix of human traits attributed to a brand.Which of the following is a leading brand personality traits discussed in your text? sincerity empathy confidence indecision emotion

The first step of the business buying process is ________. general need description supplier search proposal solicitation problem recognition order-routine specification

Consumers do not use a simple and single alternative evaluation process in all buying situations.

How have relationships between customers and suppliers changed in recent years?

Marketers describe the way the consumer processes information to arrive at brand choices as ________. alternative evaluation information search purchase decision situational factors post-purchase dissonance

Which of the following is an example of a major force affecting consumer behaviour? cultural geographical philosophical channels physiological

The third largest visible minority identified themselves as ________ in the 2006 Canada census. Asian Hispanic Black Gen Xers East Indian

As compared to consumer markets, business markets are ________. approximately the same smaller huge somewhat larger less complex

People differ greatly in their readiness to try new products.In each product area, there are "consumption pioneers." They are also called laggards.

Some consumers worry that they will be affected by marketing messages without even knowing it.They are concerned about ________ advertising. alternative evaluation subliminal perceptual innovative comparative

Early adopters are opinion leaders in their communities and adopt new ideas early but carefully.

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