BMAL 590 FINAL STUDY GUIDE 2026
COMPLETE QUESTIONS AND ANSWERS.
⩥ Marketer's Responsibilities. Answer: Create a product that customers
need or want, price the product appropriately, promote it via advertising
and sales promotion to help customers understand the product's benefits
and value and make the product available for purchase in accessible
places
⩥ B2C. Answer: business to consumer
⩥ B2B. Answer: business to business
⩥ Consumer buying. Answer: People buying something for themselves
or their household
⩥ Business customer. Answer: An agent buying something on behalf of
an organization
⩥ Low Customer Involvement. Answer: Customers don't care and won't
spend time thinking about brands. They will typically be somewhat price
sensitive.
, ⩥ Moderate Customer Involvement. Answer: Some effort is expended
prior to purchase to obtain good value.
⩥ High Customer Involvement. Answer: For expensive purchases,
brand, uniqueness and quality matter.
⩥ Lexicographic method. Answer: A customer compares brands by most
important attributes or dimensions. The brand that satisfies the first
dimension goes into the customer's consideration set
⩥ Average method. Answer: Method uses averages so one attribute can't
make or break a brand. One brand can have one strong attribute but be
average for another. The brand will still dominate a brand with all
average attributes.
⩥ Use attribute importance. Answer: Models can be made more complex
by bringing in weights to express how important the attributes are to the
customer.
⩥ Factors that influence customer behavior. Answer: External - opinion
leaders, culture, social class
Internal - attitudes, motivations, perceptions
Situational - physical environment, purpose of purchase, time constraints
COMPLETE QUESTIONS AND ANSWERS.
⩥ Marketer's Responsibilities. Answer: Create a product that customers
need or want, price the product appropriately, promote it via advertising
and sales promotion to help customers understand the product's benefits
and value and make the product available for purchase in accessible
places
⩥ B2C. Answer: business to consumer
⩥ B2B. Answer: business to business
⩥ Consumer buying. Answer: People buying something for themselves
or their household
⩥ Business customer. Answer: An agent buying something on behalf of
an organization
⩥ Low Customer Involvement. Answer: Customers don't care and won't
spend time thinking about brands. They will typically be somewhat price
sensitive.
, ⩥ Moderate Customer Involvement. Answer: Some effort is expended
prior to purchase to obtain good value.
⩥ High Customer Involvement. Answer: For expensive purchases,
brand, uniqueness and quality matter.
⩥ Lexicographic method. Answer: A customer compares brands by most
important attributes or dimensions. The brand that satisfies the first
dimension goes into the customer's consideration set
⩥ Average method. Answer: Method uses averages so one attribute can't
make or break a brand. One brand can have one strong attribute but be
average for another. The brand will still dominate a brand with all
average attributes.
⩥ Use attribute importance. Answer: Models can be made more complex
by bringing in weights to express how important the attributes are to the
customer.
⩥ Factors that influence customer behavior. Answer: External - opinion
leaders, culture, social class
Internal - attitudes, motivations, perceptions
Situational - physical environment, purpose of purchase, time constraints
