Exam 6: Understanding Consumer and Business Buyer Behaviour

Explain the concept of brand personality.

Many companies, enlist everyday consumers who are enthusiastic about their brands to become ________ who share their passion for a company's products with large circles of friends and acquaintances in return for insider knowledge and other rewards. early adopters brand ambassadors direct marketers direct sellers aspirational consumers

Relative advantage, compatibility, complexity, divisibility, and communicability are all examples of ________. alternative evaluation dissonance-reducing buying behavior product characteristics that influence rate of adoption individual differences in innovativeness postpurchase behaviour

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. In what way did the owners of The Attic Trunk have to change shoppers' perceptions from the 1980s to the 1990s?

Explain Maslow's needs hierarchy.

Cultural factors exert a broad and deep influence on consumer behaviour.The marketer needs to understand the role played by the buyer's culture, subculture, and social class.Compare the roles of culture, subculture, and social class.

The buyer decision process consists of five stages.Which of the following is one of these stages? need search risk assessment variety-seeking buying behaviour evaluation of alternatives postpurchase enjoyment

Younger consumers are better off financially than mature consumers.They are the ideal market for travel, restaurants, high-tech home entertainment products, and leisure goods and services.

Companies who use brand ambassadors are participating in ________. opinion leading traditional marketing buzz marketing direct marketing values marketing

Which business buying situation is the marketer's greatest opportunity and challenge? modified rebuy straight rebuy new task multiple rebuys system rebuy

It is most accurate to say that marketers are always trying to spot ________ in order to discover new products that might be wanted. lifestyles cultural shifts groups dissonance attitudes

The starting point of understanding how consumers respond to various marketing efforts is called the marketing-stimulus model of buyer behaviour.

Buyer and seller are less dependent upon each other in the business buying process than in the consumer buying process.

You call in a department manager to assist in a purchase of industrial equipment.You are considering a change in product specifications, terms, and possibly suppliers.This is most likely a ________ situation. modified rebuy new task straight rebuy solution selling value analysis

Members of the early majority are deliberate; although they rarely are leaders, they adopt new ideas before the average person.

Which of the following is the highest part of Maslow's Hierarchy of Needs? physiological needs safety needs stimulus needs self-actualization needs social needs

A consumer's behaviour is influenced by social factors, such as the consumer's small groups, friends, and family.Explain how these social factors influence consumption and why they are important to marketers.

A belief is the specific mix of human traits that may be attributed to a particular brand.

A(n) ________ is a descriptive thought that a person has about something. lifestyle motive belief attitude perception

Maslow's theory is that human needs-including physiological, safety, social needs, esteem, and self-actualization needs-are arranged in a hierarchy and that an unsatisfied need motivates an individual to take action to satisfy it.