Exam 9: Patterns of Buyer Behavior

Without brand _______ there is little reason to buy one brand over another.

_______ is a research perspective that focuses on what consumers do by examining purchase data, observing how consumers interact with a product, and analyzing consumer panel data.

The proportion of customers who buy an item in a given period is known as

To overcome the concept of double jeopardy, a small organization with no associated online or offline brand should launch a _______ app to have the best chance of grabbing a significant share of the market.

From a relationship standpoint, brand _______ would be the friendship phase of a relationship.

Joe has developed a strong preference for Nike sneakers. When it comes time for him to buy a new pair he decides to buy Nike's. What type of consumer is Joe?

One drawback to the differentiation strategy is that

What is double jeopardy? Why should brand managers be concerned when they are faced with double jeopardy situations? Why is this particularly troublesome for smaller companies? How can a manager of a small brand avoid the problem of double jeopardy?

Sometimes panel data is based on _______, which is an observational research method that collects data from products purchased at a retail store's checkout counter.

Describe the three brand relationships presented in the text. What are the pros and cons of these brand relationships? Do marketing managers have any responsibility to curb harmful brand relationships?

The _______ suggests that about 80 percent of a company's sales come from 20 percent of its customers.

Which type of consumers are very interested in trying different brands and product attributes?

Researchers who focus on _______ examine what consumers do by looking at purchase data, observing how consumers interact with a product, and analyzing consumer panel data.

A pastry shop wants to _______ itself from the market. As a result, they decide to only use organic ingredients and make the shop more comfortable and inviting to consumers.

What are the two ways that differentiating a brand could occur? Provide three ways that a dog food brand might use those strategies to differentiate themselves from their competitors.

If a marketing manager wants to determine how a specific gender interacts with their brand, they will _______ their target market.

A vast majority of consumers are

The _______ is the extent to which brands in a given category share their customers with other brands in that category.

What is the Pareto principle? What suggestions would you make to a marketing manager of a brand with a very high ratio? What would you suggest if the brand is working with lower ratios?

Explain why it is important for marketers to understand how consumers make decisions. Describe how the habits of variety seeking consumers and habit-persistent consumers differ from one another.