Exam 6: Consumer Decision Making

Kent Longino is the marketing vice-president for Andersen,one of the largest manufacturers of windows in the world.He is directing the introduction of a glass-encased sunroom that can be assembled in a weekend.He wants to capitalize on Andersen's existing reputation.Which learning method should he attempt to stimulate when introducing the new product?

List and briefly describe the types of reference groups and discuss how these groups influence the consumer decision-making process.

Why do marketers study consumer behavior?

Inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions is referred to as:

Opinion leaders are:

All of the following are characteristics of culture EXCEPT:

Day Care Fiona is considering a day-care facility for her five-week-old daughter Kate.She has been visiting day-care centers for the past two weeks and has interviewed caregivers at eight different centers.It is extremely important to Fiona that Kate be stimulated intellectually and fed according to schedule.After considering all eight day-care centers,Fiona chose PerfectCare.While she is quite pleased with her choice,she does continue to wonder if she made the correct decision. -Refer to Day Care.Shannon,Fiona's best friend,recommended PerfectCare because she takes her daughter there.Shannon was acting as a(n):

Because her mother only went to the supermarket once a month,this is how Monique prefers to do her grocery shopping.One of the reasons Monique is such an efficient shopper is that,like her mother,Monique believes,"Waste not,want not." The passing down of norms and values to Monique is an example of:

Which step in the consumer decision-making process is a result of an imbalance between actual and desired states?

Ralph played mediocre golf for over 20 years.Then he retired and vowed to improve his golf game by buying one of the new golf clubs that promise increased distance and have a $700 price tag.According to Maslow's hierarchy of needs,Ralph is most likely trying to satisfy his _____ needs.

Which of the following is any unit of input affecting one or more of the five senses: sight,smell,taste,touch,and hearing?

Another name for evoked set is:

Interface Interface,a manufacturer of floor covering products,has recently entered into an agreement with Cargill,Inc.and Dow Chemical Company to develop a carpeting manufactured from corn fiber,rather than the traditional nylon.Interface hopes to develop a biodegradable carpet tile that will be sold to the public at prices only slightly higher than nylon carpet tiles.Interface's CEO has repeatedly said the mission of his company is to look for manufacturing materials that are renewable and are not petroleum dependent. -Refer to Interface.To reduce potential _____,Interface could include a letter in every box of corn-fiber carpet tiles congratulating the buyer on helping to protect the environment.

What is the difference between culture and subculture? Why do marketing managers need to understand culture and subculture?

What is extensive decision making? Discuss the purchase of a product that you would use extensive decision making when purchased for the first time and would require limited decision making in subsequent purchases.

_____ is how consumers perceive themselves in terms of attitudes,perceptions,beliefs,and self-evaluations.

Studies of how consumers relate to Internet entertainment classify them into nine different groups.One category is "Mouse Potatoes," who spend most of their time online,who want the most current gadgets,and who believe the world pictured in the cartoon The Jetsons will someday exist.This is a description of the _____ of "Mouse Potatoes."

There are several tools marketing managers can use to increase cognitive dissonance,which enhances consumers' attitude toward their brand.

When a consumer is purchasing an unfamiliar or expensive product,the consumer often uses the _____ process.

Opinion leaders are often the first to try new products and services.