MKT 305 Exam questions with
answers well graded A+
Is consumer behavior a process? (YEs or not - ANS✅✅yes
What is Consumer Behavior? - ANS✅✅Consumer behavior: 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.
Stages in the consumption Process - ANS✅✅1. Prepurchase issues
2. Purchase Issues
3. Postpurchase issues
Repurchase Issues (Consumers perspective and Marketers Perspective) - ANS✅✅C:
-How does a consumer decide that he/she needs the product
-what are the best sources of info to learn more about alternatives choices
M:
-How are consumer attidutes toward products formed and or changed?
-What cues do consumers use to infer which products are superior to others?
Purchase Issues (C and M perspect.) - ANS✅✅C:
Is acquiring a product a stressful or pleasant experience?
-what does the purchase say about the consumer?
M:
-How do situational factors such as time pressure or store displays affect the consumer purchase
decision?
PostPurchase Issues - ANS✅✅C:
-Does the product provide pleasure or perfom its intended function?
,-How is the product eventually disposed of and what are the environmental consequences of this
act?
M:
-what determines whether a consumer will be satisfied with a product and whether he/she will buy
it again?
-does this person tell other about this experience with the product and influence their purchase
decisions?
Need - ANS✅✅something a person must have to live or achieve a goal (hunger is a need)
Want - ANS✅✅specific manifestation of a need that personal and cultural factors determine
(ex.hunger how a person decides to full the hunger can go a lot of different ways)
Are our motivations complex and varied or simple and the same? - ANS✅✅Complex
What is the commercial trying to sell to the consumer? in the Extra Gum Wrapper commercial -
ANS✅✅Gun, Fresh Breath, love, friendship, acceptance by others
What tools do we have to collect primary data about consumer beahvrio - ANS✅✅-Qualitative
data,
-quantitative data
-in between the two
Qualitative Data - ANS✅✅-Ethnography
-In depth interviews
-focus groups
-projective techniques
Quantitative Data - ANS✅✅-Surveys
-data mining (ex. scanner data_
-Experiments
,In between the two - ANS✅✅-Obersvation
-video mining
-online listening
-opinion panels
-cell phone tracking
-test markets
Big data - ANS✅✅Every 60 seconds so many things happen (Ex. Facebook user like 4567,234324
posts, ect.
-the collection and analysis of extremely large datasets
-Huge volume of information marketers now have
-Velocity (speed) also enables companies to make decisions real time
Database Marketing - ANS✅✅tracking specific consumer's buying habits and crafting products and
messages tailored precisely to peoples wants
Video Mining - ANS✅✅Tracking real time shopping data using technology that can analyze video
images (typically using a hidden camera)
Can Big data go to faR?
-Forbes article:
"How Target Figured Out A Teen Girl Was Pregnant Before Her Father Did" - ANS✅✅-sent coupons
to prevent women before dad knew since she bought a pregnat test
Demographics - ANS✅✅descriptive characteristics of a population to divide or segment the
marketplace
-Use to locate and predict market sizes
(ex. want to know Gails interest in clothing or music or the way she spends her free time)
-Stats that measure observable aspects of a population such as birth rate, age distributaion, and
income
Heavy Users - ANS✅✅companies more faithful customers
, 80/20 rule - ANS✅✅20 percent of users account for 80 percent of sales
Segmenting Consumers: Demographics - ANS✅✅a. Age
B. Gender
c. Family Structure
d. Social Class and Income
e. Race and ethnicity
f. Geography
g. Lifestyles
Targeting by social class example - ANS✅✅where to place bowling ally vs opera house
Popular Culture - ANS✅✅the music, movies, sports, books, celebrities, and other forms of
entertainment that mass market produces and consumes is both a product of and an inspiration for
marketers
-Marketors influence preferences for movie and music heroes, fashions, food, and decorating
choices
Consumer Brand Relationships (Role Theory) - ANS✅✅consumer behavior resembles actions in a
play
-if go out with fiends, put on different clothes vs in class)
Consumer Brand Relationships (Self Concept Attachment) - ANS✅✅Product helps to establish the
user's identity
-tatoos
Consumer Brand Relationships (Nostalgic Attachment) - ANS✅✅Link to the consumers past
-foods ate as a child like fruit snacks
Consumer Brand Relationships (Interdependence) - ANS✅✅part of the user's daily routine
-face wash,
answers well graded A+
Is consumer behavior a process? (YEs or not - ANS✅✅yes
What is Consumer Behavior? - ANS✅✅Consumer behavior: 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.
Stages in the consumption Process - ANS✅✅1. Prepurchase issues
2. Purchase Issues
3. Postpurchase issues
Repurchase Issues (Consumers perspective and Marketers Perspective) - ANS✅✅C:
-How does a consumer decide that he/she needs the product
-what are the best sources of info to learn more about alternatives choices
M:
-How are consumer attidutes toward products formed and or changed?
-What cues do consumers use to infer which products are superior to others?
Purchase Issues (C and M perspect.) - ANS✅✅C:
Is acquiring a product a stressful or pleasant experience?
-what does the purchase say about the consumer?
M:
-How do situational factors such as time pressure or store displays affect the consumer purchase
decision?
PostPurchase Issues - ANS✅✅C:
-Does the product provide pleasure or perfom its intended function?
,-How is the product eventually disposed of and what are the environmental consequences of this
act?
M:
-what determines whether a consumer will be satisfied with a product and whether he/she will buy
it again?
-does this person tell other about this experience with the product and influence their purchase
decisions?
Need - ANS✅✅something a person must have to live or achieve a goal (hunger is a need)
Want - ANS✅✅specific manifestation of a need that personal and cultural factors determine
(ex.hunger how a person decides to full the hunger can go a lot of different ways)
Are our motivations complex and varied or simple and the same? - ANS✅✅Complex
What is the commercial trying to sell to the consumer? in the Extra Gum Wrapper commercial -
ANS✅✅Gun, Fresh Breath, love, friendship, acceptance by others
What tools do we have to collect primary data about consumer beahvrio - ANS✅✅-Qualitative
data,
-quantitative data
-in between the two
Qualitative Data - ANS✅✅-Ethnography
-In depth interviews
-focus groups
-projective techniques
Quantitative Data - ANS✅✅-Surveys
-data mining (ex. scanner data_
-Experiments
,In between the two - ANS✅✅-Obersvation
-video mining
-online listening
-opinion panels
-cell phone tracking
-test markets
Big data - ANS✅✅Every 60 seconds so many things happen (Ex. Facebook user like 4567,234324
posts, ect.
-the collection and analysis of extremely large datasets
-Huge volume of information marketers now have
-Velocity (speed) also enables companies to make decisions real time
Database Marketing - ANS✅✅tracking specific consumer's buying habits and crafting products and
messages tailored precisely to peoples wants
Video Mining - ANS✅✅Tracking real time shopping data using technology that can analyze video
images (typically using a hidden camera)
Can Big data go to faR?
-Forbes article:
"How Target Figured Out A Teen Girl Was Pregnant Before Her Father Did" - ANS✅✅-sent coupons
to prevent women before dad knew since she bought a pregnat test
Demographics - ANS✅✅descriptive characteristics of a population to divide or segment the
marketplace
-Use to locate and predict market sizes
(ex. want to know Gails interest in clothing or music or the way she spends her free time)
-Stats that measure observable aspects of a population such as birth rate, age distributaion, and
income
Heavy Users - ANS✅✅companies more faithful customers
, 80/20 rule - ANS✅✅20 percent of users account for 80 percent of sales
Segmenting Consumers: Demographics - ANS✅✅a. Age
B. Gender
c. Family Structure
d. Social Class and Income
e. Race and ethnicity
f. Geography
g. Lifestyles
Targeting by social class example - ANS✅✅where to place bowling ally vs opera house
Popular Culture - ANS✅✅the music, movies, sports, books, celebrities, and other forms of
entertainment that mass market produces and consumes is both a product of and an inspiration for
marketers
-Marketors influence preferences for movie and music heroes, fashions, food, and decorating
choices
Consumer Brand Relationships (Role Theory) - ANS✅✅consumer behavior resembles actions in a
play
-if go out with fiends, put on different clothes vs in class)
Consumer Brand Relationships (Self Concept Attachment) - ANS✅✅Product helps to establish the
user's identity
-tatoos
Consumer Brand Relationships (Nostalgic Attachment) - ANS✅✅Link to the consumers past
-foods ate as a child like fruit snacks
Consumer Brand Relationships (Interdependence) - ANS✅✅part of the user's daily routine
-face wash,
