Exam 10: Marketing: Building Profitable Customer Connections

Which type of data are proprietary and often expensive to gather?

Cognitive dissonance is the part of postpurchase behaviour that occurs when buyers have second thoughts after purchasing a product and begin to worry that they made a bad decision.

Culture refers to the values, attitudes, and customs shared by members of a society.

You are promoting your lawn-mowing business and are considering serving additional neighbourhoods. Describe the primary research tools you might use to determine if you should expand your service area.

Researchers collecting data from consumers in other countries need to consider the mode of preferred communication for that consumer group.

Which of the following could a company use to obtain primary data?

The three basic types of utility are product utility, perception utility, and placement utility.

Underpromising is an effective way to generate a large base of highly satisfied customers because it often results in consumers getting more from a product than they were led to expect.

So far, social responsibility and technology have had an impact on the promotion and distribution elements of the marketing mix but have had little influence on the product and pricing elements.

Business buyer behaviour is actually quite similar to consumer purchase behaviour.

Ellie wants to do some marketing research to uncover the attitudes and motivations that shape consumer choices. The best way to obtain this information would be to use observation research to obtain primary data.

The laws and regulations affecting marketing practices are a major part of the social/cultural marketing environment.

Consumers are most likely to go through all steps of the purchase decision process when they are buying goods for which the financial or social implications are significant.

Which of the following are psychological influences that affect consumer behaviour?

Marketers use the Internet to reach larger audiences with 24/7 access.

Primary data is new data gathered and compiled by marketers for the first time.

Ricardo recently spent a lot of money buying a new sports car. He thought he would really enjoy it, but soon after the purchase, he began to question whether it was a smart move. Ricardo's doubts are an example of cognitive dissonance.

Attitudes are a person's lasting impressions of objects or ideas.

Using Facebook and Twitter to market products is a strategy used by businesses during the social era of marketing.

Suzanne purchased her first car and drove it home to show her family. Her father has been asking her questions about the financing she applied for from the credit union. She is now wondering if she researched her options in enough detail. What is Suzanne experiencing?