Exam 15: Understanding Marketing Processes and Consumer Behaviour

When you obtain your first job after graduation,your new income may let you purchase items that were once too expensive.You would be in what stage of the consumer buying process?

Segmentation is a strategy for analyzing consumers,not products.

Hostess Frito-Lay,the maker of Doritos,spent a year studying how to best reach its target market (teenagers).The researchers hung around shopping malls,schools,and fast-food outlets to watch teens.This is an example of primary data gathering.

Which of the following is correct with regard to rational and emotional purchase motives?

List the four forms of utility.

When marketers segment markets based on demographics,they are doing so on the basis of factors like age,education,family size,and income,but not on the basis of factors like nationality,race,and religion.

Marketing plans,decisions,and strategies are not determined unilaterally by any business.Rather,they are strongly influenced by powerful environmental forces.

List the five environmental factors in a company's external environment.

Explain how international promotion is different from domestic promotion.

The target market for one business is classified as 20 to 34 years old,married with children,and earning $45 000 to $65 000 a year.These customers have been classified by

What is a consumer good?

A few marketing powerhouses like Coca-Cola and Procter & Gamble can develop their marketing strategies without too much concern about the external marketing environment,but most firms do not have this luxury.

What is primary data?

Which is a rational motive for the decision to make a purchase?

Excelsior Inc.is a fast-food company that has decided to expand overseas to the countries of Germany,Japan,and India.But a debate has arisen among marketing executives about whether to use an adaptation plan (where the company's product offerings are altered to meet local demands)or an integrated marketing plan (where the same standardized products are offered in the three countries).Which of the following would support the adaptation approach?

A bricks-and-mortar retail store chain sells DVDs mostly to university students in large Canadian cities.It wants to expand its business online and hopes to increase sales by offering more convenience in ordering for busy students.The vice president thinks that opening a Facebook page is a good idea,but the president claims that social media sites won't help increase the company's business.If the following facts were known,which one would support the argument made by the president?

Which category of influences on consumer behaviour includes ethnic groups,social class,occupation,and income?

The four most important ways of segmenting markets are by geographic,demographic,psychographic,and product-use variables.

Suppose that you have just obtained your first job after graduation,and you conclude that your new income will allow you purchase items that were once too expensive for you.You are in the information seeking stage of the consumer buying process.

Successful pricing strategies are often created to meet a firm's profit objectives regardless of the buyers' purchase objectives.