Exam 6: Consumer Perception

A ________ is any price that a consumer uses as a basis for comparison in judging another price.

CELL PHONE MINI CASE: Hype Mobile is a Korean cellular phone manufacturer that has significant market share in the United States and was the first to introduce camera phones to the US market.Its most recent advertising campaign showed three of its phone models and three people in different clothing fashions and asked readers to match the phone with the caller. In order to reach its hip, young, always-on-the-go target market, Hype placed these ads in bathroom stalls in trendy metropolitan night clubs. Mobile Power, Hype's leading competitor, tried to downplay Hype's trendy reputation by offering consumers a 7-day money-back customer satisfaction guarantee and a 2-year warrantee on its phones, advertising its products as "mobile tools that are more than just hype." -In the CELL PHONE MINI CASE,Mobile Power's money-back guarantee is an attempt to help mitigate consumers' perception of ________.

________ provides value by encouraging long-term relationships with the company that customers view as beneficial.

In one type of perceptual defense,individuals sometimes unconsciously distort information that is not consistent with their needs,values,and beliefs.

Describe the perceptual technique.How do marketers use this technique in developing positioning strategies?

There are many ways consumers handle risk.Identify and discuss three methods.

Marketers are much more interested in what consumers objectively know about their products than what they perceive.

Because services are intangible,image becomes a key factor in differentiating a service from its competition.

JUICE MINI CASE: Fruit Fusions is a well-known producer of organic fruit blended yogurts.It recently decided to start producing fruit juices under the Fruit Fusions name as well.The company's research determined that there was a potential niche market for organic fruit juices packaged in small single servings and sold as an alternative to canned soft drinks typically consumed during lunch. In trying to price the new line of drinks, Fruit Fusions asked consumers what they thought other drinks of a comparable quality cost, and what they considered to be a fair price for this kind of drink. With the slogan "Nothing this good comes in a can," the juice line's print ads feature a brightly colored bottle of juice on a completely white background and are placed in magazines specializing in health and wellness. -In the JUICE MINI CASE,Fruit Fusions is taking advantage of ________ in extending its brand name association to its new juice line as a means of increasing consumer acceptance of the new product.

Which of the following products is likely the most difficult to position or differentiate clearly from competition?

Define Weber's law in the context of the differential threshold and cite an example of Weber's law in practice.

JUICE MINI CASE: Fruit Fusions is a well-known producer of organic fruit blended yogurts.It recently decided to start producing fruit juices under the Fruit Fusions name as well.The company's research determined that there was a potential niche market for organic fruit juices packaged in small single servings and sold as an alternative to canned soft drinks typically consumed during lunch. In trying to price the new line of drinks, Fruit Fusions asked consumers what they thought other drinks of a comparable quality cost, and what they considered to be a fair price for this kind of drink. With the slogan "Nothing this good comes in a can," the juice line's print ads feature a brightly colored bottle of juice on a completely white background and are placed in magazines specializing in health and wellness. -In the JUICE MINI CASE,Fruit Fusions' print ads are meant to draw a reader's attention through ________.

SAUCE MINI CASE: In 2008, Ragu launched an assortment of its commercially successful sauces in microwavable pouches and promoted them as a way for busy moms to serve a healthful, fast, home-cooked meal to their children while minimizing the mess of cooking by eliminating the need for a second pot to heat the pasta sauce. The pouches held fewer servings of sauce and were slightly more expensive per ounce than the traditional jars that made up their sauce line. -In the SAUCE MINI CASE,by packaging its most popular sauce flavors in the pouch format,instead of new flavors,Ragu is trying to appeal to ________.

CELL PHONE MINI CASE: Hype Mobile is a Korean cellular phone manufacturer that has significant market share in the United States and was the first to introduce camera phones to the US market.Its most recent advertising campaign showed three of its phone models and three people in different clothing fashions and asked readers to match the phone with the caller. In order to reach its hip, young, always-on-the-go target market, Hype placed these ads in bathroom stalls in trendy metropolitan night clubs. Mobile Power, Hype's leading competitor, tried to downplay Hype's trendy reputation by offering consumers a 7-day money-back customer satisfaction guarantee and a 2-year warrantee on its phones, advertising its products as "mobile tools that are more than just hype." -In the CELL PHONE MINI CASE,Mobile Power's money-back guarantee and warrantee are a form of ________ pricing.

Whenever a person is stimulated,he or she is consciously aware of the stimulus.

JUICE MINI CASE: Fruit Fusions is a well-known producer of organic fruit blended yogurts.It recently decided to start producing fruit juices under the Fruit Fusions name as well.The company's research determined that there was a potential niche market for organic fruit juices packaged in small single servings and sold as an alternative to canned soft drinks typically consumed during lunch. In trying to price the new line of drinks, Fruit Fusions asked consumers what they thought other drinks of a comparable quality cost, and what they considered to be a fair price for this kind of drink. With the slogan "Nothing this good comes in a can," the juice line's print ads feature a brightly colored bottle of juice on a completely white background and are placed in magazines specializing in health and wellness. -In the JUICE MINI CASE,Fruit Fusions only sells its new juice line through high-end grocery stores and lunch boutiques in an effort to create a high-end reputation for its juice line through ________.

People tend to experience the numerous stimuli they select from the environment as separate and discrete sensations.

Completed messages or tasks are better remembered than those that are incomplete.

The marketer's objective is to far exceed consumers' j.n.d.for product improvements in order to engender greater brand loyalty from consumers.

________ can simply be described as "how we see the world around us."