MARK 350 EXAM 1 – MICHELETTO
Consumer Behavior - Answers :The study of the processes involved when individuals or
groups select, purchase, use, or dispose of products, services, ideas or experiences to
satisfy needs and desires
6 Questions of Conumer Behavior - Answers :What?
Why?
Where?
How?
Who?
How Often?
Demographics - Answers :Age, Gender, Family Structure, Social Class/Income,
Race/Ethnicity
Market Segmentation - Answers :Comes BEFORE Targeting
Process of dividing the total market into segments
Purpose: to design a marketing mix that will more precisely match needs
80/20 Rule - Answers :20% of users account for 80% of sales
Role Theory - Answers :Most everyday activity is the acting out of socially defined
categories (mother, manager, teacher)
Each role is a set of behaviors that someone fulfills
Role Theory in Marketing - Answers :Criteria used to evaluate products in one role may
be different than those in other roles
What are the different roles in marketing?
, Can they be split amongst each other? - Answers :Shopper, Buyer, User, Influencer
YES--they can all 4 be split!
Why is it important for businesses to learn about their heavy users? - Answers :Because
of the 80/20 Rule
Example: heavy users of fast food are single males, fast food restaurants want to get
light users to visit more often by adding healthier options
Consumer-Brand Relationships - Answers :Self-concept attachment
Nostalgic attachment
Interdependence
Love
Self-Concept Attachment - Answers :Product establishes user's identity
Nostalgic Attachment - Answers :Product serves as a link with a past self (cars/cereal)
Interdependence - Answers :Product is part of daily routine (vitamins/razors/toilet paper)
Love - Answers :Elicits an emotional bond of warmth, passion, or other strong emotion
(singer, animals)
Which form of relationship is most at risk of consumer switching to a different brand? -
Answers :Interdependence
What is the objective of marketing?
Do marketers create artificial needs? - Answers :To turn needs (basic, biological motive)
into wants--change the way society taught us to satisfy the need
No, but they create awareness that needs exist
Consumer Behavior - Answers :The study of the processes involved when individuals or
groups select, purchase, use, or dispose of products, services, ideas or experiences to
satisfy needs and desires
6 Questions of Conumer Behavior - Answers :What?
Why?
Where?
How?
Who?
How Often?
Demographics - Answers :Age, Gender, Family Structure, Social Class/Income,
Race/Ethnicity
Market Segmentation - Answers :Comes BEFORE Targeting
Process of dividing the total market into segments
Purpose: to design a marketing mix that will more precisely match needs
80/20 Rule - Answers :20% of users account for 80% of sales
Role Theory - Answers :Most everyday activity is the acting out of socially defined
categories (mother, manager, teacher)
Each role is a set of behaviors that someone fulfills
Role Theory in Marketing - Answers :Criteria used to evaluate products in one role may
be different than those in other roles
What are the different roles in marketing?
, Can they be split amongst each other? - Answers :Shopper, Buyer, User, Influencer
YES--they can all 4 be split!
Why is it important for businesses to learn about their heavy users? - Answers :Because
of the 80/20 Rule
Example: heavy users of fast food are single males, fast food restaurants want to get
light users to visit more often by adding healthier options
Consumer-Brand Relationships - Answers :Self-concept attachment
Nostalgic attachment
Interdependence
Love
Self-Concept Attachment - Answers :Product establishes user's identity
Nostalgic Attachment - Answers :Product serves as a link with a past self (cars/cereal)
Interdependence - Answers :Product is part of daily routine (vitamins/razors/toilet paper)
Love - Answers :Elicits an emotional bond of warmth, passion, or other strong emotion
(singer, animals)
Which form of relationship is most at risk of consumer switching to a different brand? -
Answers :Interdependence
What is the objective of marketing?
Do marketers create artificial needs? - Answers :To turn needs (basic, biological motive)
into wants--change the way society taught us to satisfy the need
No, but they create awareness that needs exist
