Exam 6: Analyzing Consumer Markets

Darson Shamra is purchasing a high definition television. He has set a minimum acceptable cutoff level for each attribute and will choose the first brand that meets the minimum standard for all of these attributes. How would Darson's choice heuristic differ if he were to use the lexicographic heuristic used to make his choice?

Which of the following strategies for approaching consumers who had rejected your company's model of a product for another competitive brand is called competitive depositioning?

Marketers are always looking for emerging trends that suggest new marketing opportunities. One such trend is the "metrosexual." Which of the following items would the metrosexual most likely have more interest in than your average male?

________ refers to the manner by which consumers code, categorize, and evaluate financial outcomes of choices.

What is mental accounting? What, according to Thaler, are the core principles on which mental accounting is based? Explain with examples.

Selective attention is the tendency to interpret information in a way that will fit our preconceptions.

The family is the most important consumer-buying organization in society, and family members constitute the most influential primary reference group. We can distinguish between two family categorizations in the buyer's life. Relate the two families and their impact on buying behaviour to the purchase of breakfast cereal.

The consumer chooses the best brand on the basis of its perceived most important attribute when using this decision rule.

As Rita scans the yellow pages section of her phone book looking for a florist, she sees several others products and services advertised. Though interesting on first glance, she quickly returns to her primary task of finding a florist. The items that distracted her from her search were most likely stored in which of the following types of memory?

Of key interest to marketers are the major informational sources to which the consumer will turn and the relative importance of each. Which of the following would be considered to be an experiential information source?

YTV, Canada's leading youth television network, is one vehicle marketers can use to tap into the ________ or "pester power" children can exert on household spending.

A ________ is a strong internal stimulus impelling action.

What is brand personality and what five traits have been linked to it?

The brand personality of MTV could be characterized as having the trait of ________.

Cognitive psychologists believe that memory is ________, so that once information becomes stored in memory, its strength of association decays very slowly.

The buying process starts when the buyer recognizes a

What is a reference group? Describe three different types of reference groups that can have an impact on a consumer's purchasing behaviour.

People are more likely to notice stimuli whose deviations are large in relation to the normal size of the stimuli.

With respect to facts about Canadian consumption practices, after personal income taxes and shelter, what was the category that Canadian households spent the most money on?

Brand ________ consist of all the brand-related thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand node.