Exam 6: Understanding Consumer and Business Buyer Behaviour

The consumer market is made up of which of the following?

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.

Marketers describe the way the consumer processes information to arrive at brand choices as ________.

Stephanie and Jamal attended a sales seminar. Both left the seminar with differing opinions about what was important to implement in their jobs. Both used the information in different ways, according to what each already believed was important. They have engaged in ________.

Why should marketers set up systems that encourage customers to complain about a company's products?

Explain the concept of brand personality.

A(n)________ is a person's consistent evaluations, feelings, and tendencies toward an object or idea.

People forget much that they learn. They tend to retain information that supports their attitudes and beliefs. This is called ________.

The term ________ refers to qualitative research designed to probe consumers' hidden, subconscious motivations.

________ is never simple, yet understanding it is essential to marketers.

In what way might a marketer rely on opinion leaders?

Applying ________, marketers can build demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement.

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

Which business buying situation is the marketer's greatest opportunity and challenge?

Alternative evaluation is the process by which people select, organize, and interpret information to form a meaningful picture of the world.

Large business purchasers usually call for detailed product specifications, written purchase orders, careful supplier searches, and formal approval. These are all examples of how the business buying decision process is more ________ than the consumer buying decision process is.

Two characteristics that are especially important in influencing an innovation's rate of adoption are relative advantage and compatibility.

According to Statistics Canada, by the year 2017 roughly ________ of the population will be a member of a visible minority.

In what ways does selective retention prevent consumers from remembering everything about an advertisement?

During which stage of the business buying process is a buyer most likely to conduct value analysis, carefully studying components to determine if they can be redesigned, standardized, or made less expensive?