MKTG 312 FINAL EXAM GMU EXAM WITH CORRECT ANSWERS

MKTG 312 FINAL EXAM GMU EXAM ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\




WITH CORRECT ANSWERS ||\\||\\ ||\\||\\




Situational Influences - correct answers ✔✔"All those ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\




factors particular to a time and place that do not follow ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\




from a knowledge of the stable attributes of the consumer
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and the stimulus and that have an effect on current
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behavior"


"Contextual effects independent of enduring consumer, ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\




brand, or product characteristics" ||\\||\\ ||\\||\\ ||\\||\\




I.e., not the person & not the primary marketing stimulus
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(i.e., product, brand) ||\\||\\ ||\\||\\




-All behaviors take place in the context of a situation
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-WHY does this matter? Consumers often behave very ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\




differently depending on situation ||\\||\\ ||\\||\\ ||\\||\\

,Analyzing Situational Influences - correct answers ✔✔Key ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\




questions:
-when it occurs (what type of situation)
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-the strength of its influence
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-the nature of its influence (what does it influence)
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When? Four types (categories) of situations:
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COMMUNICATION SITUATION - correct answers ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\




✔✔Context in which consumers receive information has ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\




an impact on behavior
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When? Four types (categories) of situations: PURCHASE
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SITUATION - correct answers ✔✔Context in which a ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\




purchase is made can influence consumer behavior ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\




When? Four types (categories) of situations: USAGE
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SITUATION - correct answers ✔✔Context in which the ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\




product or service is used ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\

,When? Four types (categories) of situations: DISPOSITION ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\




SITUATION - correct answers ✔✔Context in which a ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\




product or product package is disposed of either after or ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\




before product use ||\\||\\ ||\\||\\




Five Dimensions of Situations - correct answers ✔✔These
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five dimensions (characteristics) account for situation's
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influence on CB. ||\\||\\ ||\\||\\




1. Physical surroundings
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2. Social surroundings
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3. Temporal elements
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4. Task definition
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5. Antecedent states
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1. Physical surroundings - correct answers ✔✔-Include
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geographical & institutional location, ||\\||\\ ||\\||\\ ||\\||\\




-Decor, sound, aromas, lighting, displays of merchandise ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\




or other material surrounding the product,
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-Even weather ||\\||\\

, 2. Social surroundings - correct answers
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✔✔Characteristics of the other persons present, their ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\




roles, and their interpersonal interactions ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\




3. Temporal perspectives - correct answers ✔✔-The effect
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of time on consumer behavior (e.g., effects of time of day,
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time since last purchase, time since or until meals or
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payday, time constraints imposed by commitments, ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\




seasonality)


4. Task definition - correct answers ✔✔-The purpose or
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reason for engaging in the consumption behavior (e.g., ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\




self vs. gift purchase) ||\\||\\ ||\\||\\ ||\\||\\




5. Antecedent states - correct answers ✔✔-Features of
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the individual person that are not lasting characteristics
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(e.g., moods or other momentary conditions) ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\ ||\\||\\