BBUS 421 Consumer Marketing Quiz 1 (CH. 1, 14,
15, 16, 17) Questions and Answers High
Distinction Level 2023
Consumer Behavior - -the study of individuals, groups, or organizations and the processes they
use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs
and the impacts that these processes have on the consumer and society
-4 Applications of Consumer Behavior - -1. Marketing Strategy
2. Regulatory Policy
3. Social Marketing
4. Informed Individuals
-Market Analysis 4 Components - -1. The Consumers
2. The Company
3. The Competitors
4. The Conditions
-Market Segmentation - -a portion of a larger market whose needs differ from the larger market
-Market Segmentation Steps (4) - -1. Identifying Product-Related Need Sets
2. Grouping Customers with Similar Need Sets
3. Describing Each Group
4. Selecting an Attractive Segment(s) to Serve
-Marketing Mix - -Product
•Communications
•Price
•Distribution
•Services
-Purchase Involvement - -the level of concern for, or interest in, the purchase process, triggered
by need to consider a particular purchase, and so it is a temporary state influenced by the
interaction of individual, product, and situational characteristics
-Product Involvement - -Interest for a particular product type
-Nominal Decision Making - -when there is very low involvement with the purchase.
-Nominal Decision Making 2 Categories - -1. Brand Loyal Purchases
High commitment to brand
2. Repeat Purchases
Low commitment to brand
, -Limited Decision Making - -Limited decision making involves internal and limited external
search, few alternatives, simple decision rules on a few attributes, and little postpurchase
evaluation.
-Extended Decision Making - -Extended decision making involves extensive internal and
external search followed by a complex evaluation of multiple alternatives.
-Problem Recognition (also issue/need recognition) - -Problem recognition is the result of a gap
between a desired state and an actual state sufficient to arouse and activate the decision process.
-Desire to Solve Problem Depends on 2 Factors: - -1. The magnitude of the discrepancy between
the desired and actual states, and
2. The relative importance of the problem
-Actual State - -the way an individual perceives his/her feelings and situation to be at the present
time.
-Desired State - -the way an individual wants to feel or be at the present time.
•Consumer Perception is key.
-Active Problem - -An active problem is one the consumer is aware of or will become aware of
in normal course of events.
Marketing strategy: Only require marketer to convince consumers that its brand is the superior
solution.
-Inactive Problem - -An inactive problem is one of which the consumer is not aware.
o Marketing strategy: Marketer must convince consumers that they have the problem AND that
their brand is a superior solution.
-3 Ways to Discover Consumer Problems: - --Problem Analysis
-Product Analysis
-Emotion Research
-Activity Analysis - -Focuses on a particular activity to determine what problems consumers
encounter during the performance of the activity.
-Product Analysis - -Examines the purchase or use of a particular product or brand. Consumers
may be asked about problems associated with using a product or brand.
-Problem Analysis - -Starts with a problem and asks which activities, products, or brand are
associated with (or perhaps could eliminate) those problems.
-Human Factors Research - -Human factors research attempts to determine human capabilities in
areas such as vision, strength, response time, flexibility, and fatigue and the effect on these
capabilities of lighting, temperature, and sound.
15, 16, 17) Questions and Answers High
Distinction Level 2023
Consumer Behavior - -the study of individuals, groups, or organizations and the processes they
use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs
and the impacts that these processes have on the consumer and society
-4 Applications of Consumer Behavior - -1. Marketing Strategy
2. Regulatory Policy
3. Social Marketing
4. Informed Individuals
-Market Analysis 4 Components - -1. The Consumers
2. The Company
3. The Competitors
4. The Conditions
-Market Segmentation - -a portion of a larger market whose needs differ from the larger market
-Market Segmentation Steps (4) - -1. Identifying Product-Related Need Sets
2. Grouping Customers with Similar Need Sets
3. Describing Each Group
4. Selecting an Attractive Segment(s) to Serve
-Marketing Mix - -Product
•Communications
•Price
•Distribution
•Services
-Purchase Involvement - -the level of concern for, or interest in, the purchase process, triggered
by need to consider a particular purchase, and so it is a temporary state influenced by the
interaction of individual, product, and situational characteristics
-Product Involvement - -Interest for a particular product type
-Nominal Decision Making - -when there is very low involvement with the purchase.
-Nominal Decision Making 2 Categories - -1. Brand Loyal Purchases
High commitment to brand
2. Repeat Purchases
Low commitment to brand
, -Limited Decision Making - -Limited decision making involves internal and limited external
search, few alternatives, simple decision rules on a few attributes, and little postpurchase
evaluation.
-Extended Decision Making - -Extended decision making involves extensive internal and
external search followed by a complex evaluation of multiple alternatives.
-Problem Recognition (also issue/need recognition) - -Problem recognition is the result of a gap
between a desired state and an actual state sufficient to arouse and activate the decision process.
-Desire to Solve Problem Depends on 2 Factors: - -1. The magnitude of the discrepancy between
the desired and actual states, and
2. The relative importance of the problem
-Actual State - -the way an individual perceives his/her feelings and situation to be at the present
time.
-Desired State - -the way an individual wants to feel or be at the present time.
•Consumer Perception is key.
-Active Problem - -An active problem is one the consumer is aware of or will become aware of
in normal course of events.
Marketing strategy: Only require marketer to convince consumers that its brand is the superior
solution.
-Inactive Problem - -An inactive problem is one of which the consumer is not aware.
o Marketing strategy: Marketer must convince consumers that they have the problem AND that
their brand is a superior solution.
-3 Ways to Discover Consumer Problems: - --Problem Analysis
-Product Analysis
-Emotion Research
-Activity Analysis - -Focuses on a particular activity to determine what problems consumers
encounter during the performance of the activity.
-Product Analysis - -Examines the purchase or use of a particular product or brand. Consumers
may be asked about problems associated with using a product or brand.
-Problem Analysis - -Starts with a problem and asks which activities, products, or brand are
associated with (or perhaps could eliminate) those problems.
-Human Factors Research - -Human factors research attempts to determine human capabilities in
areas such as vision, strength, response time, flexibility, and fatigue and the effect on these
capabilities of lighting, temperature, and sound.
