Exam 6: Analyzing Consumer Markets

Briefly explain Freud's theory on human motivation and how this might be related to marketing.

Explain the concept of selective retention and its association with marketing by relating it to consumers' fast food preferences.

The expectancy-value model of attitude formation posits that consumers evaluate products and services by combining their brand beliefs-the positives and negatives-according to importance.

Frederick Herzberg developed a two-factor theory that distinguishes dissatisfiers and satisfiers. How could Herzberg's theory affect the marketing strategy of a fitness centre?

Marriage, childbirth, and divorce are all considered ________ which could give rise to new needs.

With the ________ heuristic, the consumer sets a minimum acceptable cutoff level for each attribute and chooses the first alternative that meets the minimum standard for all attributes.

When Mark went to college he had a burning desire to join a social fraternity; for Mark, this would be an example of an aspirational group.

List and describe the five stages of the consumer buying process.

With respect to a consumer-buying situation that involves variety-seeking behaviour, the market leader can encourage variety seeking by offering lower prices or deals.

Secondary groups require continuous interaction to be effective and meaningful.

The expectancy-value model of attitude formation posits that consumers evaluate products and services by combining their ________ according to importance.

Levi's suggests a ________ that is rugged, youthful, rebellious, and authentic.

Volvo has the reputation for being one of the most "safe" cars on the road. For those that value safety, Volvo would be the logical choice. The preceding is an example of the lexicographic heuristic of consumer choice.

If a product poses a threat to the physical well-being of a consumer, this is called psychological risk.

Jason writes a weekly column in his school's newspaper about movies he has seen, books he has read, and concerts he has attended. His column provides information and opinions. Feedback from his fellow students is positive and appreciative of the advice that is given. Which of the following would be the most apt description of the role played by Jason?

Even if consumers form brand evaluations, two general factors can intervene between the purchase intention and the purchase decision. One of these is unanticipated situational factors. What is the other?

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?

A need can be triggered by internal or external stimuli in which of the five stages of the consumer buying process?

Explain the differences between a role and status using an example to distinguish between the two.

All consumers pass through all five of the stages of buying process model when in a buying situation.