Exam 1: Consumer Behavior: Meeting Changes and Challenges

Successful product positioning centers around two key points: communicating the benefits to the consumers,and developing and communicating a unique selling proposition.

________ refers to the development of a distinct image for the product in the mind of the consumer.

When Bill orders five movie tickets online for himself and his friends for a Friday night showing of the latest action thriller,he is acting as a(n)

In terms of expectations,when is a customer not satisfied,satisfied,and delighted?

Customer satisfaction is a function of customer expectations.

AIRLINE MINI CASE: Transatlantic Airlines flies between popular destinations in the US and western Europe, and claims to deliver "a first class experience for every passenger." All ticket purchases are made on-line, and users of the Transatlantic web site must register before they search for flights.Transatlantic uses this information to determine which consumers are generating the most profits for the company, which services they purchase most frequently, and which services they are potentially interested in but are not purchasing.This information is then used to make specific promotional offers to profitable customers in an attempt to retain their business and to expand the range of flight services that they purchase.Transatlantic also uses this information to provide unexpected perks to highly profitable customers, like free upgrades to first class. -In the AIRLINE MINI CASE,when Transatlantic upgrades the seat assignment of especially loyal customers,the airline is attempting to increase ________.

In the sales orientation,which of the four elements of the marketing mix is most heavily emphasized?

RYAN'S RUNNERS MINI CASE: Ryan wants to open a store that caters to athletes, but, due to space and budgetary constraints, he recognizes that he will not be able to offer the same variety and selection of products as does the local athletic mega-store, so he has decided to focus specifically on runners.He stocks shoes and related gear for runners, and maintains a staff that is knowledgeable and enthusiastic about running.Ryan's advertising campaign emphasizes his store's high standard of customer service and selection of products specifically tailored to meet the needs of the runner. -In the RYAN'S RUNNERS MINI CASE,the process of dividing the athletic market into different subsets of shoe consumers,such as runners,basketball players,and golfers,is known as ________.

Of the various information sources available to consumers,________ is/are by far the most trusted and perceived as the most credible.

The production orientation makes sense in developing countries where the main objective is to make products available to the maximum number of consumers at the lowest prices.

The production orientation assumes that consumers are mostly interested in product availability at low prices.

The sales orientation focuses on selling products that the target market demands.

The societal marketing concept advocates a short-term perspective in driving for increased market share and quick profits.

The key assumption underlying the marketing concept is that,to be successful,a company must determine the needs and wants of specific target markets and deliver better than the competition.

Carol is in charge of purchasing at Mercy Hospital.When she puts in an order for towels for the hospital,she is acting as a(n)________.

Which of the following is NOT one of the four drivers of successful relationships between marketers and consumers?

The behavior that consumers display in searching for,purchasing,using,evaluating,and disposing of products and services that they expect will satisfy their needs is known as ________.

RYAN'S RUNNERS MINI CASE: Ryan wants to open a store that caters to athletes, but, due to space and budgetary constraints, he recognizes that he will not be able to offer the same variety and selection of products as does the local athletic mega-store, so he has decided to focus specifically on runners.He stocks shoes and related gear for runners, and maintains a staff that is knowledgeable and enthusiastic about running.Ryan's advertising campaign emphasizes his store's high standard of customer service and selection of products specifically tailored to meet the needs of the runner. -In the RYAN'S RUNNERS MINI CASE,which of the four elements of the marketing mix does Ryan use to differentiate his store in the marketplace?

A ________ is characterized by the gearing up of manufacturing skills in order to expand production.

Digital technologies allow for consumers to have more power than ever before.How?