Exam 5: Consumer Markets and Consumer Buyer Behavior

A marketer seeking to create brand familiarity should be more concerned about creative ad copy content than ad repetition.

A consumer's behavior is influenced by social factors,such as the consumer's small groups,family,and social roles and status.Explain the differences among these social factors.

are society's relatively permanent and ordered divisions whose members share similar values,interests,and behaviors.

People tend to interpret new information in a way that will support what they already believe.This is called .

Refer to the scenario below to answer the following questions. Selman & Saks,a maker of men's and women's razors and electric hair trimmers,had little reason to become involved in the global arena.But after acquiring Wellman Enterprises,whose largest division engages in a licensing agreement with a German firm to produce women's hosiery,managers at Selman & Saks wondered just whether a company- wide global focus would be more profitable after all. Managers at Selman & Saks studied Wellman's licensing agreement in great detail.Though seeing first- hand the benefits Wellman found with the licensing agreement,managers decided that Selman & Saks would target the French market merely via exporting. With the assistance of a domestic export department,the Selman & Saks razors and hair trimmers entered France.For six months,sales were mediocre.But after that,sales suffered.Opinions varied among numerous managers as to the cause of the failure."Who knows the local market better than people who live there?" was a comment heard throughout Selman & Saks."Maybe we needed an alliance with a French firm,or a licensing agreement,before racing to get there." -It is most likely that each consumer segment attracted to The Attic Trunk would have which of the following in common with the other consumer segments?

People change the goods and services they buy over time because of the two changing factors of .

Cultural factors exert a broad and deep influence on consumer behavior.The marketer needs to understand the role played by the buyer's culture,subculture,and social class.Compare the roles of culture,subculture,and social class.

Online social networks represent an important form of buzz for marketers.

When customers have a low involvement in a purchase but perceive significant brand differences,they will most likely engage in .

Many subcultures make up important market segments.Examples of four such important subculture groups include Hispanic Americans,African Americans,Asian Americans,and mature consumers.Describe the general characteristics of each of these groups.

Opinion leaders are also referred to as .

Carrie tends to purchase various brands of bath soap.She has never been loyal to a specific brand;instead,she does a lot of brand switching.Carrie exhibits .

Lexus works to keep customers happy after each sale,aiming to delight the customer in order to gain a customer for life.In this pursuit,Lexus is focused on which step of the buyer decision process?

Commercial sources of information typically legitimize and evaluate products for buyers.

Maslow's theory is that can be arranged in a hierarchy.

What role do the four Ps play in consumer behavior?

Marketers describe the way a consumer processes information to arrive at brand choices as .

People differ greatly in their readiness to try new products.In each product area,there are "consumption pioneers." They are also called laggards.

Refer to the scenario below to answer the following questions. Selman & Saks,a maker of men's and women's razors and electric hair trimmers,had little reason to become involved in the global arena.But after acquiring Wellman Enterprises,whose largest division engages in a licensing agreement with a German firm to produce women's hosiery,managers at Selman & Saks wondered just whether a company- wide global focus would be more profitable after all. Managers at Selman & Saks studied Wellman's licensing agreement in great detail.Though seeing first- hand the benefits Wellman found with the licensing agreement,managers decided that Selman & Saks would target the French market merely via exporting. With the assistance of a domestic export department,the Selman & Saks razors and hair trimmers entered France.For six months,sales were mediocre.But after that,sales suffered.Opinions varied among numerous managers as to the cause of the failure."Who knows the local market better than people who live there?" was a comment heard throughout Selman & Saks."Maybe we needed an alliance with a French firm,or a licensing agreement,before racing to get there." -Many families with children are now attracted to the shopping district in Forest Ridge.What characteristics about families as consumer groups might the owners of The Attic Trunk want to keep in mind?

Explain the concept of brand personality.