Exam 5: Analyzing Consumer Markets

Through market research a consumer gathers information about the competing brands of a product and their features.The consumer then advances through four sets with respect to brands before a decision is reached.What are those four sets?

Amtex electronics,a consumer products brand,advertises its products inside supermarkets and retail stores frequently to promote the process of ________ and stimulate purchase.

The relatively homogeneous and enduring divisions in a society,which are hierarchically ordered and whose members share similar values,interests,and behavior constitute ________.

The starting point for understanding consumer behavior is the ________ model in which marketing and environmental stimuli enter the consumer's consciousness,and a set of psychological processes combine with certain consumer characteristics to result in decision processes and purchase decisions.

Consumers who are highly sensitive to how others see them and who choose brands whose personalities fit the consumption situation are called ________.

With respect to consumer decision making,the ________ is the set of strong contenders from which one will be chosen as a supplier of a good or service.

The five brand personality traits identified by Jennifer Aaker are consistently observed regardless of nationality or culture.

________ assumed that the psychological forces shaping people's behavior are largely unconscious,and that a person cannot fully understand his or her own motivations.

________ portrays the "whole person" interacting with his or her environment.

Brand associations consist of all brand-related thoughts,feelings,perceptions,images,experiences,beliefs,attitudes,and so on that become linked to the brand node.

Which of the following would be the best illustration of a subculture?

Heuristics can come into play when consumers forecast the likelihood of future outcomes or events.When would a consumer use an anchoring and adjustment heuristic?

Groups that have an indirect influence on a person's attitude or behavior can be a part of his/her reference groups.

The prospect theory maintains that consumers frame decision alternatives in terms of gains and losses according to a value function.

Cognitive psychologists believe that memory is ________,so that once information becomes stored in memory,its strength of association decays very slowly.

The family in a buyers life consisting of parents and siblings is the ________.

Ben always reaches for the bright blue and yellow box of Ritz crackers when he visits the snack food aisle in the grocery store.He rarely even reads the box or checks the price.Which of the following heuristics is most likely being used by Ben?

IKEA has achieved global recognition by offering consumers leading-edge Scandinavian furniture at affordable prices.IKEA is delivering value to consumers who are ________.

When a marketer tries to alter a consumer's beliefs about a company's brand to get the consumer to rethink a purchase decision,the marketer is using ________.

The Marlboro Man was depicted in the advertisements of Marlboro cigarettes as a rugged outdoor,tough cowboy type.This was done to establish what is called ________.