Exam 6: Understanding Consumer and Business Buyer Behaviour

Explain why marketers must work especially hard to attract consumer attention.

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.

Subcultures are a group of people whose members share similar values, interests, and behaviors.

Why is the new-task buying situation both a great opportunity and challenge for a marketer?

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 false?

Explain Maslow's needs hierarchy.

Maslow's theory is that ________ can be arranged in a hierarchy.

Children exert little influence on family buying decisions, particularly in areas such as entertainment and food.

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

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

What determines whether the buyer is satisfied or dissatisfied with a purchase and what does this imply for sellers?

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 jewellery. Other owners followed suit in the early 1990s, bringing restaurants, an outdoor cafe, and a day spa to the main avenue in Forest Ridge -If this shop were to open an outlet in Canada and intended to cater to the typical Asian Canadian consumer, what locations would you advise? Why?

A customer's lifestyle can be measured using the AIO dimensions. What does AIO stand for?

Explain how the decision process in the business market and consumer market differ.

The study of consumer behaviour begins and ends with ________.

Why is it difficult to assess interpersonal factors that influence the business buying process?

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

When a consumer learns about a new product for the first time and makes a decision to try it, the consumer is engaged in the alternative evaluation process.

The buyer decision process consists of five stages. Which of the following is one of these stages?

A ________ is a need that is sufficiently pressing to direct a person to seek satisfaction.