MARKETING 240 COMPREHENSIVE EXAMS
UPDATED QUESTIONS AND ANSWERS SURE A+
✔✔Motive - ✔✔A need or want that is strong enough to cause a person to seek
satisfaction.
✔✔Functional needs - ✔✔pertain to the performance of a product or service (Ex: fit well,
durable, waterproof, etc)
✔✔Psychological needs - ✔✔pertain to the personal gratification consumers associate
wa product or service (Ex: feel like I belong, love the colors, feel cool)
✔✔Internal search for information - ✔✔occurs when the buyer examines their own
memory and knowledge about the product or service
✔✔External search for information - ✔✔occurs when the buyer seeks information
outside their personal knowledge base to help make the buying decision
✔✔Performance risk - ✔✔The perceived danger inherent in a poorly performing product
or service. Ex: new outfit prone to shrinkage
✔✔Financial risk - ✔✔Risk associated w a monetary outlay; includes the initial cost of
the purchase as well as the costs of using the item or service.
,✔✔Social risk - ✔✔the fears that consumers suffer when they worry others might not
regard their purchases positively.
✔✔Physiological risk - ✔✔The fear of actual harm should a product not perform
properly. Also called safety risk.
✔✔Safety risk - ✔✔The fear of actual harm should a product not perform properly.
✔✔Psychological risk - ✔✔Associated w the way people will feel if the product or
service does not convey the right image.
✔✔The greater the level of perceived risk, the longer amount of time a consumer needs
to make a decision. Consumers reduce feelings of risk by seeking information and
justifying decisions - ✔✔
✔✔Determinant attributes - ✔✔product or service features that are important to the
buyer and on which competing brands or stores are perceived to differ
✔✔Evaluative criteria - ✔✔consist of a set of salient, or important, attributes about a
particular product
✔✔Retrieval set - ✔✔those brands or stores that the consumer can readily bring forth
from memory
✔✔Evoked set - ✔✔comprises the alternative brands or stores that the consumer states
he or she would consider when making a decision
✔✔Universal set - ✔✔All possible choices for a product category
✔✔Situational factors - ✔✔Factors affecting the consumer decision process; those that
are specific to the situation that may override, or at least influence, psychological and
social issues.
✔✔Purchase situation - ✔✔Customers may be predisposed to purchase certain
products or services bc of some underlying psychological trait or social factor, but these
factors may change in certain purchase situations.
✔✔Sensory factors - ✔✔when a customer enters a store, various sensory aspects
influence their decisions
✔✔Visual - ✔✔A sensory stimulation that includes colors, lighting, brightness, size,
shape, and setup of a retail space and the products within it.
, ✔✔Auditory - ✔✔A sensory stimulation that involves hearing and influences the
shopping experience (e.g., music).
✔✔Olfactory - ✔✔A sensory stimulation that involves smell and influences the shopping
experience, e.g., cinnamon rolls.
✔✔Tactile - ✔✔A sensory stimulation that involves touch and influences the shopping
experience.
✔✔Taste - ✔✔A sensory stimulation that involves taste and influences the shopping
experience (e.g., in restaurants and for food and beverage retailers).
✔✔Temporal State - ✔✔our state of mind at any particular time can alter our
preconceived notions of what we are going to purchase
✔✔Limited problem-solving - ✔✔occurs during a purchase decision that calls for, at
most, a moderate amount of effort and time
✔✔Extended problem solving - ✔✔a purchase decision process during which the
consumer devotes considerable time and effort to analyze alternatives; often occurs
when the consumer perceives that the purchase decision entails a lot of risk
✔✔Impulse buying - ✔✔a buying decision made by customers on the spot when they
see the merchandise
✔✔Habitual decision making - ✔✔a purchase decision process in which consumers
engage w little conscious effort
✔✔Involvement - ✔✔Consumer's interest in a product or service
✔✔Geographic segmentation - ✔✔the grouping of consumers on the basis of where
they live
✔✔Demographic segmentation - ✔✔the grouping of consumers according to easily
measured, objective characteristics such as age, gender, income, and eduction
✔✔Psychographic segmentation - ✔✔a method of segmenting customers based on
how they spend their time and money,what activities they pursue, and their attitudes
and opinions about the world in which they live
✔✔Self-concept - ✔✔the image people have of themselves
✔✔Lifestyle - ✔✔the way a person lives their life to achieve goals
UPDATED QUESTIONS AND ANSWERS SURE A+
✔✔Motive - ✔✔A need or want that is strong enough to cause a person to seek
satisfaction.
✔✔Functional needs - ✔✔pertain to the performance of a product or service (Ex: fit well,
durable, waterproof, etc)
✔✔Psychological needs - ✔✔pertain to the personal gratification consumers associate
wa product or service (Ex: feel like I belong, love the colors, feel cool)
✔✔Internal search for information - ✔✔occurs when the buyer examines their own
memory and knowledge about the product or service
✔✔External search for information - ✔✔occurs when the buyer seeks information
outside their personal knowledge base to help make the buying decision
✔✔Performance risk - ✔✔The perceived danger inherent in a poorly performing product
or service. Ex: new outfit prone to shrinkage
✔✔Financial risk - ✔✔Risk associated w a monetary outlay; includes the initial cost of
the purchase as well as the costs of using the item or service.
,✔✔Social risk - ✔✔the fears that consumers suffer when they worry others might not
regard their purchases positively.
✔✔Physiological risk - ✔✔The fear of actual harm should a product not perform
properly. Also called safety risk.
✔✔Safety risk - ✔✔The fear of actual harm should a product not perform properly.
✔✔Psychological risk - ✔✔Associated w the way people will feel if the product or
service does not convey the right image.
✔✔The greater the level of perceived risk, the longer amount of time a consumer needs
to make a decision. Consumers reduce feelings of risk by seeking information and
justifying decisions - ✔✔
✔✔Determinant attributes - ✔✔product or service features that are important to the
buyer and on which competing brands or stores are perceived to differ
✔✔Evaluative criteria - ✔✔consist of a set of salient, or important, attributes about a
particular product
✔✔Retrieval set - ✔✔those brands or stores that the consumer can readily bring forth
from memory
✔✔Evoked set - ✔✔comprises the alternative brands or stores that the consumer states
he or she would consider when making a decision
✔✔Universal set - ✔✔All possible choices for a product category
✔✔Situational factors - ✔✔Factors affecting the consumer decision process; those that
are specific to the situation that may override, or at least influence, psychological and
social issues.
✔✔Purchase situation - ✔✔Customers may be predisposed to purchase certain
products or services bc of some underlying psychological trait or social factor, but these
factors may change in certain purchase situations.
✔✔Sensory factors - ✔✔when a customer enters a store, various sensory aspects
influence their decisions
✔✔Visual - ✔✔A sensory stimulation that includes colors, lighting, brightness, size,
shape, and setup of a retail space and the products within it.
, ✔✔Auditory - ✔✔A sensory stimulation that involves hearing and influences the
shopping experience (e.g., music).
✔✔Olfactory - ✔✔A sensory stimulation that involves smell and influences the shopping
experience, e.g., cinnamon rolls.
✔✔Tactile - ✔✔A sensory stimulation that involves touch and influences the shopping
experience.
✔✔Taste - ✔✔A sensory stimulation that involves taste and influences the shopping
experience (e.g., in restaurants and for food and beverage retailers).
✔✔Temporal State - ✔✔our state of mind at any particular time can alter our
preconceived notions of what we are going to purchase
✔✔Limited problem-solving - ✔✔occurs during a purchase decision that calls for, at
most, a moderate amount of effort and time
✔✔Extended problem solving - ✔✔a purchase decision process during which the
consumer devotes considerable time and effort to analyze alternatives; often occurs
when the consumer perceives that the purchase decision entails a lot of risk
✔✔Impulse buying - ✔✔a buying decision made by customers on the spot when they
see the merchandise
✔✔Habitual decision making - ✔✔a purchase decision process in which consumers
engage w little conscious effort
✔✔Involvement - ✔✔Consumer's interest in a product or service
✔✔Geographic segmentation - ✔✔the grouping of consumers on the basis of where
they live
✔✔Demographic segmentation - ✔✔the grouping of consumers according to easily
measured, objective characteristics such as age, gender, income, and eduction
✔✔Psychographic segmentation - ✔✔a method of segmenting customers based on
how they spend their time and money,what activities they pursue, and their attitudes
and opinions about the world in which they live
✔✔Self-concept - ✔✔the image people have of themselves
✔✔Lifestyle - ✔✔the way a person lives their life to achieve goals
