Exam 5: Advertising, Integrated Brand Promotion, and Consumer Behavior

Scenario 5-5 Jerome was preparing to host a graduation party for his friends and relatives when he suddenly realized that he did not have a blender to mix certain beverages that he knew his guests would like.Having never purchased a blender before, Jerome felt that he needed to shop carefully and enlist in the help of friends for advice.After visiting several stores and examining numerous models, Jerome settled on a Kitchen-Aid model that cost nearly $100. -(Scenario 5-5) Which of the following best describes Jerome's mode of consumer decision making toward buying a blender?

Scenario 5-5 Jerome was preparing to host a graduation party for his friends and relatives when he suddenly realized that he did not have a blender to mix certain beverages that he knew his guests would like.Having never purchased a blender before, Jerome felt that he needed to shop carefully and enlist in the help of friends for advice.After visiting several stores and examining numerous models, Jerome settled on a Kitchen-Aid model that cost nearly $100. -(Scenario 5-5) The consumption process for the blender began when Jerome

The world of advertising "discovered" African Americans in the 1950s, Hispanics in the 1960s, gays and lesbians in the 1970s, and working women in the 1980s.

Related to the way a consumer's culture shapes his or her tastes and preferences is the concept of cultural capital, which is the

Scenario 5-2 Since its introduction to the market in 2007, Apple Inc.'s iPhone dominated other smartphones in terms of units activated per year. However, several years later, Apple faces stiff competition from Google's Android software and Research in Motion, the maker of the Blackberry. The problem for Apple is that its competition, primarily phones powered by Android operating systems, largely outnumber the iPhone in terms of available options. In the U.S.alone, there are over twenty smartphones that run on the Android operating system, compared to Apple's one iPhone. Americans are now buying more Android phones than iPhones.Experts claim that if the trend continues, Android will have erased the iPhone's once enormous lead in the high-end smartphone market in a little over a year. Now more than ever, Apple, which insists on tight control of its devices, must find a way to win in an intensely competitive market against rivals that are openly licensing their software to scores of companies. -(Scenario 5-2) At an iPhone display, in one of Apple's retail stores, an individual is overhead saying that the iPhone is too expensive, impractical, and only purchased by people who are trying to flaunt their wealth. These statements (whether factual or biased) concerning the product represent the person's

Once they decide they need something, what is typically the first option for consumers to take, and sometimes all that is needed, as they begin to think about a product purchase?

Family is cited as being very critical in the consumer behavior mix.List some of the important types of primary families discussed in the book, and discuss how family as well as the intergenerational effect can influence purchase behavior.

Effective ads turn mere products into actual brands by

Scenario 5-3 A woman decides to prepare a tuna casserole for dinner.At the grocery store, she looks for Chicken of the Sea tuna and a box of Kraft macaroni and cheese.At first, she can't find the Chicken of the Sea brand, only competitive brands.She begins to think she'll make something else for dinner.Then she does see it on a higher shelf.She chooses the Chicken of the Sea tuna because she thinks it's tastier than other brands, that the company uses nets that won't harm dolphins, and she likes the talking tuna they use in their commercials.Plus, it's the kind her mother always buys.She chooses Kraft macaroni and cheese, but really couldn't tell you why.Interestingly enough, she has not purchased any other brands of tuna or macaroni and cheese over the past few years. -(Scenario 5-3) A psychologist and a sociologist would explain the woman's shopping behavior in different ways.Which statement regarding these different perspectives is true?

Scenario 5-2 Since its introduction to the market in 2007, Apple Inc.'s iPhone dominated other smartphones in terms of units activated per year. However, several years later, Apple faces stiff competition from Google's Android software and Research in Motion, the maker of the Blackberry. The problem for Apple is that its competition, primarily phones powered by Android operating systems, largely outnumber the iPhone in terms of available options. In the U.S.alone, there are over twenty smartphones that run on the Android operating system, compared to Apple's one iPhone. Americans are now buying more Android phones than iPhones.Experts claim that if the trend continues, Android will have erased the iPhone's once enormous lead in the high-end smartphone market in a little over a year. Now more than ever, Apple, which insists on tight control of its devices, must find a way to win in an intensely competitive market against rivals that are openly licensing their software to scores of companies. -(Scenario 5-2) One reason the iPhone outsold other smartphones originally was the feeling of pride many consumers associated with owning one. This represents

Which of the following demonstrates the way we pick up phrases or slogans from advertisements and commercials, then make them part of our everyday conversation, and ultimately part of our popular culture?

A bicyclist hears a radio commercial and suddenly realizes everything she believes about the best cycling system is coming into question and being challenged.These types of thoughts, occurring just as beliefs and attitudes are challenged by persuasive communication, are called

In only a select few areas of the world do consumption and branding have a political connection or history, so politics tends to have little influence on global advertising.

Celebrity is a unique sociological concept in marketing today.The current thinking is that the presence of celebrities in ads help contemporary consumers

Scenario 5-5 Jerome was preparing to host a graduation party for his friends and relatives when he suddenly realized that he did not have a blender to mix certain beverages that he knew his guests would like.Having never purchased a blender before, Jerome felt that he needed to shop carefully and enlist in the help of friends for advice.After visiting several stores and examining numerous models, Jerome settled on a Kitchen-Aid model that cost nearly $100. -(Scenario 5-5) Jerome mentions to someone else shopping at the store that low-quality blenders are made of plastic and high-quality blenders have a stainless steel base.This comment represents Jerome's

In which decision-making mode is a consumer engaged when both experience and involvement are low?

When a consumer has a rich prior experience with a product, regularly purchases it, and has highly favorable attitudes toward it, which concept is demonstrated?

What level of involvement and prior experience is involved when a consumer engages in extended problem solving before purchasing a product? When a consumer only requires limited problem solving? When a consumer relies on habit or variety seeking, or wants to hold onto brand loyalties?

Which of the following is true of community, within the context of marketing and advertising?

Cultural values are different from attitudes, because they