Exam 6: Analyzing Consumer Markets

How could a marketer such as Canadian Tire use Freudian theory and the technique called laddering to develop message and appeal?

A ________ when it is aroused to a sufficient level of intensity.

If a consumer uses Google to find comparative reports on new automobiles in preparation for deciding on whether to purchase one or not, the consumer is using which of the following information sources for assistance?

A consumer tells another consumer, "Every time I eat at Big Bill's Steakhouse I get poor service." Whether this is true or not, it is the consumer's perception. This is an example of consumers basing future predictions on the quickness and ease with which a particular example of an outcome comes to mind. This scenario would be an illustration of the ________ heuristic.

People from the same subculture, social class, and occupation may lead quite different lifestyles. A lifestyle is a person's pattern of living in the world as expressed in activities, interests, and opinions. Lifestyle portrays the "whole person" interacting with his or her environment. Given this information, describe the LOHAS (an acronym) lifestyle described in the text and its usefulness to a marketer such as Loblaws.

Describe how the problem recognition process works in the five-stage model of the consumer buying process, using the purchase of an automobile as an example.

________ is a set of distinguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli.

Learning theory teaches marketers that they can build demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement.

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.

A cigarette ad has a picture of a young man laying on his back and dreamily looking at clouds in the sky. Though not readily obvious to the casual reader, there is a message in the clouds that says "r-e-l-a-x." This would be an example of which of the following?

Dan Lafontaine is seen by his friends and family as a computer expert. Before they make a hardware or software purchase, they always ask Dan for advice. How can marketers such as Apple and HP try to reach someone like Dan so that he will recommend their products?

Gordon Jones is considering purchasing a computer from Best Buy. He has created a scale whereby he has rated eight different computers on three different characteristics. Gordon has decided that for a computer to make his short-list, it must score at least a seven on his scale on all three characteristics. Describe the type of choice heuristic that Mr. Jones is using as he selects a computer.

The family in a buyers life consisting of spouse and children is the ________.

Marketers are using television to target children at younger ages than ever before.

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

The Council for Biotechnology Information (CBI) began a new transit shelter campaign encouraging people to get accurate information on biotechnology. How can a marketer such as CBI deal with existing beliefs and attitudes?

The marketer could try to persuade buyers to change their ideal levels for one or more attributes.

________ is defined as being relatively homogeneous and enduring divisions in a society, which are hierarchically ordered and whose members share similar values, interests, and behaviour.

People can emerge with different perceptions of the same object because of three perceptual processes. List and briefly characterize those processes.

A rule of thumb in the decision process is called a heuristic.