Exam 4: Consumer Perception and Positioning

Individuals express their need for ________ by organizing their perceptions so that they form a complete picture.

Which of the following is an illustration of a price discount that would be viewed as most favorable given the "right side effect"?

What is subliminal perception? How does it relate to marketing?

The minimal difference that can be detected between two similar stimuli is called the absolute threshold.

What is the THIRD step in the positioning process?

________ is consumers' heightened awareness of stimuli that meet their needs or interests and minimal awareness of stimuli irrelevant to their needs.

There are many ways consumers handle risk. Identify and discuss three methods.

When consumers buy the most expensive model to mitigate the risk of purchasing a poorly performing product, they are using ________ to minimize their risk.

The most widely accepted framework for researching service quality stems from the premise that a consumer's evaluation of service quality is a function of the ________ of the gap between the customer's expectations of service and the customer's assessment of the service actually delivered.

Lola is concerned about the impact of genetically modified ingredients found in foods on the long-term health of her family members. She is perceiving ________ risk.

Products, packages, brand names, advertisements, and commercials are examples of ________.

After buying a Mini Cooper, Kate began paying more attention to advertisements for Mini and spent more time on websites reading about how much Mini drivers love their cars because she was sympathetic to these messages and found them pleasant. This is an example of ________.

Marketers take advantage of ________ when they extend a brand name associated with one line of products to another.

JUICE MINI CASE: Fruit Fusions is a well-known producer of organic fruit blended yogurts. It recently decided to start producing fruit juices under the Fruit Fusions name as well. The company's research determined that there was a potential niche market for organic fruit juices packaged in small single servings and sold as an alternative to canned soft drinks typically consumed during lunch. In trying to price the new line of drinks, Fruit Fusions asked consumers what they thought other drinks of a comparable quality cost, and what they considered to be a fair price for this kind of drink. With the slogan "Nothing this good comes in a can," the juice line's print ads feature a brightly colored bottle of juice on a completely white background and are placed in magazines specializing in health and wellness. -In the JUICE MINI CASE, Fruit Fusions places its advertisements in magazines focused on health and wellness under the assumption that people reading such magazines are interested in health foods and are more likely to seek out information about Fruit Fusions from the advertisements than consumers reading a magazine focused on news and entertainment. This phenomenon is known as ________.

Which of the following is NOT an implication of the JND for logos?

For each individual, reality is a totally personal phenomenon, based on that person's needs, wants, values, and personal experiences.

When a product is ________, memory of the ________-related attributes increases.

________ is any price that a consumer uses as a basis for comparison in judging another price.

________ is a statement or slogan that describes a company's character without referring to its specific branded products.

________ is time spent in product search that may be wasted if the product does not perform as expected.