2011.05 Marketing
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2011.05 Marketing Presentation Transcript

  • 1. Marketing
    Stephan Langdon, MBA, M.Ed.
  • 2. Week 5
  • 3. Chapter Five
    Consumer Markets and Consumer Buyer Behavior
  • 4. Consumer Markets and Consumer Buyer Behavior
    Model of Consumer Behavior
    Characteristics Affecting Consumer Behavior
    Types of Buying Decision Behavior
    The Buyer Decision Process
    The Buyer Decision Process for New Products
    Topic Outline
  • 5. Consumer buyer behavior refers to the buying behavior of final consumers—individuals and households who buy goods and services for personal consumption
    Consumer market refers to all of the personal consumption of final consumers
    Model of Consumer Behavior
  • 6. Model of Consumer Behavior
  • 7. Buyer characteristics and the buyer decision process are two parts of _______.
    buyer’s black box
    buyer’s white box
    buyer’s red box
    buyer’s shopping box
  • 8. Buyer characteristics and the buyer decision process are two parts of _______.
    buyer’s black box
    buyer’s white box
    buyer’s red box
    buyer’s shopping box
  • 9. Characteristics Affecting Consumer Behavior
    Factors Influencing Consumer Behavior
  • 10. Consumer purchases are influenced by cultural, _______, personal, and psychological characteristics.
    cost
    social
    health
    profit
  • 11. Consumer purchases are influenced by cultural, _______, personal, and psychological characteristics.
    cost
    social
    health
    profit
  • 12. Culture is the learned values, perceptions, wants, and behavior from family and other important institutions
    Characteristics Affecting Consumer Behavior
  • 13. Characteristics Affecting Consumer Behavior
    Subculture are groups of people within a culture with shared value systems based on common life experiences
    and situations
    Hispanic
    African American
    Asian
    Mature consumers
  • 14. Four examples of subculture groups include Hispanic, African American, Asian American, and ________.
    middle-class
    mature consumers
    RVers
    echo boomers
  • 15. Four examples of subculture groups include Hispanic, African American, Asian American, and ________.
    middle-class
    mature consumers
    RVers
    echo boomers
  • 16. Groups of people with shared value systems based on common life experiences are called ________.
    cohorts
    generations
    subcultures
    affiliate groups
  • 17. Groups of people with shared value systems based on common life experiences are called ________.
    cohorts
    generations
    subcultures
    affiliate groups
  • 18. The fastest-growing and most affluent subculture in the United States is the _____ population.
    Hispanic
    African American
    Asian American
    mature
  • 19. The fastest-growing and most affluent subculture in the United States is the _____ population.
    Hispanic
    African American
    Asian American
    mature
  • 20. Social classes are society’s relatively permanent and ordered divisions whose members share similar values, interests, and behaviors
    Measured by a combination of occupation, income, education, wealth, and other variables
    Characteristics Affecting Consumer Behavior
  • 21. Relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviors is referred to as ________.
    subculture
    families
    social class
    reference groups
  • 22. Relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviors is referred to as ________.
    subculture
    families
    social class
    reference groups
  • 23. Which of the following is not one of the major American social classes?
    Upper class
    Working class
    Lower-upper class
    Lower-working class
  • 24. Which of the following is not one of the major American social classes?
    Upper class
    Working class
    Lower-upper class
    Lower-working class
  • 25. Characteristics Affecting Consumer Behavior
  • 26. Characteristics Affecting Consumer Behavior
    Groups and Social Networks
  • 27. Characteristics Affecting Consumer Behavior
    Word-of-mouth influence and buzz marketing
    Opinion leaders are people within a reference group who exert social influence on others
    Also called influentials or leading adopters
    Marketers identify them to use as brand ambassadors
    Groups and Social Networks
  • 28. A person within a reference group who, because of special skills, knowledge, or other characteristics, exerts social influence on others is called a(n) ________.
    opinion leader
    mature consumer
    marketer
    upper class citizen
  • 29. A person within a reference group who, because of special skills, knowledge, or other characteristics, exerts social influence on others is called a(n) ________.
    opinion leader
    mature consumer
    marketer
    upper class citizen
  • 30. Characteristics Affecting Consumer Behavior
    Online Social Networks are online communities where people socialize or exchange information and opinions
    Include blogs, social networking sites (facebook), virtual worlds (second life)
    Groups and Social Networks
  • 31. Characteristics Affecting Consumer Behavior
    Family is the most important consumer-buying organization in society
    Social roles and status are the groups, family, clubs, and organizations that a person belongs to that can define role and social status
    Social Factors
  • 32. Characteristics Affecting Consumer Behavior
    Age and life-cycle stage
    RBC Royal Band stages
    Youth: younger than 18
    Getting started: 18–35
    Builders: 35–50
    Accumulators: 50–60
    Preservers: over 60
    Personal Factors
  • 33. Characteristics Affecting Consumer Behavior
    Occupation affects the goods and services bought by consumers
    Economic situation includes trends in:
    Personal Factors
  • 34. Characteristics Affecting Consumer Behavior
    Lifestyle is a person’s pattern of living as expressed in his or her psychographics
    Measures a consumer’s AIOs (activities, interests, opinions) to capture information about a person’s pattern of acting and interacting in the environment
    Personal Factors
  • 35. The VALS classification system measures a person’s ________.
    income
    occupation
    lifestyle
    personality
  • 36. The VALS classification system measures a person’s ________.
    income
    occupation
    lifestyle
    personality
  • 37. Characteristics Affecting Consumer Behavior
    Personality and self-concept
    Personality refers to the unique psychological characteristics that lead to consistent and lasting responses to the consumer’s environment
    Personal Factors
  • 38. A person’s _____ is his/her unique set of psychological characteristics that are relatively consistent and lasting.
    self-esteem
    self-concept
    lifestyle
    personality
  • 39. A person’s _____ is his/her unique set of psychological characteristics that are relatively consistent and lasting.
    self-esteem
    self-concept
    lifestyle
    personality
  • 40. Characteristics Affecting Consumer Behavior
  • 41. Which of the following is not one of the five brand personality traits?
    Ruggedness
    Sophistication
    Self-concept
    Sincerity
  • 42. Which of the following is not one of the five brand personality traits?
    Ruggedness
    Sophistication
    Self-concept
    Sincerity
  • 43. Characteristics Affecting Consumer Behavior
    Psychological Factors
  • 44. Characteristics Affecting Consumer Behavior
    A motive is a need that is sufficiently pressing to direct the person to seek satisfaction
    Motivation research refers to qualitative research designed to probe consumers’ hidden, subconscious motivations
    Psychological Factors
    Motivation
  • 45. Characteristics Affecting Consumer Behavior
    Maslow’s
    Hierarchy of Needs
  • 46. Maslow’s hierarchy of needs are psychological, safety, ________, esteem, and self-actualization.
    social
    economic
    lifestyle
    education
  • 47. Maslow’s hierarchy of needs are psychological, safety, ________, esteem, and self-actualization.
    social
    economic
    lifestyle
    education
  • 48. Characteristics Affecting Consumer Behavior
    Perception is the process by which people select, organize, and interpret information to form a meaningful picture of the world from three perceptual processes
    Selective attention
    Selective distortion
    Selective retention
    Psychological Factors
  • 49. The process by which people select, organize, and interpret information to form a meaningful picture of the world is ________.
    sensation
    learning
    perception
    motivation
  • 50. The process by which people select, organize, and interpret information to form a meaningful picture of the world is ________.
    sensation
    learning
    perception
    motivation
  • 51. Characteristics Affecting Consumer Behavior
    Psychological Factors
    Selective attention is the tendency for people to screen out most of the information to which they are exposed
    Selective distortion is the tendency for people to interpret information in a way that will support what they already believe
    Selective retention is the tendency to remember good points made about a brand they favor and forget good points about competing brands
  • 52. Characteristics Affecting Consumer Behavior
    Learning is the change in an individual’s behavior arising from experience and occurs through interplay of:
    Psychological Factors
  • 53. Characteristics Affecting Consumer Behavior
    Belief is a descriptive thought that a person has about something based on:
    Knowledge
    Opinion
    Faith
    Psychological Factors
    Beliefs and Attitudes
  • 54. Characteristics Affecting Consumer Behavior
    Attitudes describe a person’s relatively consistent evaluations, feelings, and tendencies toward an object or idea
    Psychological Factors
  • 55. Types of Buying Decision Behavior
  • 56. Types of Buying Decision Behavior
    Four Types of Buying Behavior
  • 57. A consumer purchasing fine furniture (which is expensive and for which a brand’s name matters) would probably result in ________ buying behavior.
    dissonance-reducing
    variety-seeking
    complex
    habitual
  • 58. A consumer purchasing fine furniture (which is expensive and for which a brand’s name matters) would probably result in ________ buying behavior.
    dissonance-reducing
    variety-seeking
    complex
    habitual
  • 59. ________ buying behavior is characterized by low consumer involvement but significant perceived brand differences.
    Dissonance-reducing
    Variety-seeking
    Complex
    Habitual
  • 60. ________ buying behavior is characterized by low consumer involvement but significant perceived brand differences.
    Dissonance-reducing
    Variety-seeking
    Complex
    Habitual
  • 61. The Buyer Decision Process
    Buyer Decision Making Process
  • 62. The Buyer Decision Process
    Occurs when the buyer recognizes a problem or need triggered by:
    Internal stimuli
    External stimuli
    Need Recognition
  • 63. The Buyer Decision Process
    Information Search
    Sources of Information
    Personal sources—family and friends
    Commercial sources—advertising, Internet
    Public sources—mass media, consumer organizations
    Experiential sources—handling, examining, using the product
  • 64. The Buyer Decision Process
    How the consumer processes information to arrive at brand choices
    Evaluation of Alternatives
  • 65. The Buyer Decision Process
    The act by the consumer to buy the most preferred brand
    The purchase decision can be affected by:
    Attitudes of others
    Unexpected situational factors
    Purchase Decision
  • 66. The Buyer Decision Process
    The satisfaction or dissatisfaction that the consumer feels about the purchase
    Relationship between:
    Consumer’s expectations
    Product’s perceived performance
    The larger the gap between expectation and performance, the greater the consumer’s dissatisfaction
    Cognitive dissonance is the discomfort caused by a post-purchase conflict
    Post-Purchase Decision
  • 67. The Buyer Decision Process
    Customer satisfaction is a key to building profitable relationships with consumers—to keeping and growing consumers and reaping their customer lifetime value
    Post-Purchase Decision
  • 68. The Buyer Decision Process for New Products
    Adoption process is the mental process an individual goes through from first learning about an innovation to final regular use.
    Stages in the process include:
  • 69. What are the two largest statistical populations in the adoption process?
    Innovators and early majority
    Early adopters and early majority
    Early majority and late majority
    Innovators and laggards
  • 70. What are the two largest statistical populations in the adoption process?
    Innovators and early majority
    Early adopters and early majority
    Early majority and late majority
    Innovators and laggards
  • 71. The Buyer Decision Process for New Products
    Influence of Product Characteristics
    on Rate of Adoption
  • 72. The Company’s Macroenvironment
    Cultural Environment
    Shifts in Secondary Cultural Values
    People’s view of nature
    Some feel ruled by it
    Some feel in harmony with it
    Some seek to master it
    People’s view of the universe
    Renewed interest in spirituality
  • 73. A woman who drives a hybrid car, consistently recycles, and buys “earth-friendly” products is acting out her view of ________.
    cost
    non-profit organizations
    others
    nature
  • 74. A woman who drives a hybrid car, consistently recycles, and buys “earth-friendly” products is acting out her view of ________.
    cost
    non-profit organizations
    others
    nature
  • 75. Which of the following are included in the major forces affecting a company’s macroenvironment?
    Marketing mix, positioning, price
    cultural, political/legal, economic
    Marketing concept, goal setting, cultural
    Baby boomers, minimum wage rates, product/service
  • 76. Which of the following are included in the major forces affecting a company’s macroenvironment?
    Marketing mix, positioning, price
    Cultural, political/legal, economic
    Marketing concept, goal setting, cultural
    Baby boomers, minimum wage rates, product/service
  • 77. Responding to the Marketing Environment
    Views on Responding
  • 78. A company has several options with regard to its marketing environment. A strong company takes a(n) ________ approach.
    proactive
    reactive
    ingenuous
    peaceful
  • 79. A company has several options with regard to its marketing environment. A strong company takes a(n) ________ approach.
    proactive
    reactive
    ingenuous
    peaceful
  • 80. A company’s macroenvironment consists of all of the following except ________.
    demographic forces
    economic forces
    competitive forces
    technological forces
  • 81. A company’s macroenvironment consists of all of the following except ________.
    demographic forces
    economic forces
    competitive forces
    technological forces
  • 82. Marketing Information and Customer Insights
    Fresh and deep insights into customers needs and wants
    Difficult to obtain
    Not obvious
    Customer’s unsure of their behavior
    Not derived from more information but better information and more effective use of existing information
    Customer Insights are:
  • 83. Marketing Information and Customer Insights
    Companies are forming customer insights teams
    Include all company functional areas
    Use insights to create more value for their customers
    Customer controlled could be a problem
    Customer Insights
  • 84. Marketing Information and Customer Insights
    Marketing Information Systems (MIS)
    Marketing information system(MIS) consists of people and procedures for:
    Assessing the information needs
    Developing needed information
    Helping decision makers use the information for customer
  • 85. Marketing Information System
  • 86. In a marketing information system, the first step is ________.
    distributing data to managers
    forming focus groups
    determining the marketing mix
    assessing information needs
  • 87. In a marketing information system, the first step is ________.
    distributing data to managers
    forming focus groups
    determining the marketing mix
    assessing information needs
  • 88. A marketing information system begins and ends with information from ________.
    customers
    databases
    administrators
    users
  • 89. A marketing information system begins and ends with information from ________.
    customers
    databases
    administrators
    users
  • 90. Assessing Marketing Information Needs
    MIS provides information to the company’s marketing and other managers and external partners such as suppliers, resellers, and marketing service agencies
  • 91. Assessing Marketing Information Needs
    Balancing what the information users would like to have against what they need and what is feasible to offer
    Characteristics of a Good MIS
  • 92. Developing Marketing Information
    Marketers obtain information from
  • 93. Developing Marketing Information
    Internal databases are electronic collections of consumer and market information obtained from data sources within the company network
    Internal Data
  • 94. Marketing managers can access and work with information in the _______ database to identify opportunities and threats and to evaluate performance.
    internal
    external
    cost
    profit
  • 95. Marketing managers can access and work with information in the _______ database to identify opportunities and threats and to evaluate performance.
    internal
    external
    cost
    profit
  • 96. Which of the following is a problem with using internal databases?
    The information was collected for another reason.
    The information is in the wrong format.
    The information may be incomplete.
    All of the above
  • 97. Which of the following is a problem with using internal databases?
    The information was collected for another reason.
    The information is in the wrong format.
    The information may be incomplete.
    All of the above
  • 98. Developing Marketing Information
    Marketing intelligence is the systematic collection and analysis of publicly available information about consumers, competitors and developments in the marketplace
    Marketing Intelligence
  • 99. Developing Marketing Information
    Marketing Research
    Marketing research is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization
  • 100. The systematic collection and analysis of publicly available information about your competitors is referred to as ________.
    marketing concept
    marketing strategy
    marketing intelligence
    focus groups
  • 101. The systematic collection and analysis of publicly available information about your competitors is referred to as ________.
    marketing concept
    marketing strategy
    marketing intelligence
    focus groups
  • 102. Developing Marketing Information
    Steps in the Marketing Research Process
  • 103. The marketing research process includes four steps. The final step of this process is ________.
    defining your problem
    developing a plan to collect data
    collecting and analyzing data
    interpreting and reporting your findings
  • 104. The marketing research process includes four steps. The final step of this process is ________.
    defining your problem
    developing a plan to collect data
    collecting and analyzing data
    interpreting and reporting your findings
  • 105. What is often the hardest step in the marketing research process?
    Defining the problem
    Developing the research plan
    Implementing the research plan
    Reporting the findings
  • 106. What is often the hardest step in the marketing research process?
    Defining the problem
    Developing the research plan
    Implementing the research plan
    Reporting the findings
  • 107. Developing Marketing Information
    Marketing Research
    Defining the Problem and Research Objectives
  • 108. ________ research is marketing research to test hypotheses about cause-and-effect relationships.
    Causal
    Exploratory
    Descriptive
    Written
  • 109. ________ research is marketing research to test hypotheses about cause-and-effect relationships.
    Causal
    Exploratory
    Descriptive
    Written
  • 110. The objective of _____ is to gather preliminary information that will help define the problem and suggest reasons.
    causal research
    competitive research
    descriptive research
    exploratory research
  • 111. The objective of _____ is to gather preliminary information that will help define the problem and suggest reasons.
    causal research
    competitive research
    descriptive research
    exploratory research
  • 112. Developing Marketing Information
    Outlines sources of existing data
    Spells out the specific research approaches, contact methods, sampling plans, and instruments to gather data
    Marketing Research
    Developing the Research Plan
  • 113. Developing Marketing Information
    Marketing Research
    Written Research Plan Includes:
  • 114. Developing Marketing Information
    Secondary data consists of information that already exists somewhere, having been collected for another purpose
    Primary data consists of information gathered for the special research plan
    Marketing Research
    Developing the Research Plan
  • 115. ________ consist(s) of information that already exists, having been collected prior to the research plan.
    Primary data
    Secondary data
    Exploratory data
    Focus groups
  • 116. ________ consist(s) of information that already exists, having been collected prior to the research plan.
    Primary data
    Secondary data
    Exploratory data
    Focus groups
  • 117. Research approaches, contact methods, sampling plans, and research instruments are decisions that need to be made in the ______ data collection process.
    secondary
    primary
    external
    internal
  • 118. Research approaches, contact methods, sampling plans, and research instruments are decisions that need to be made in the ______ data collection process.
    secondary
    primary
    external
    internal
  • 119. Developing Marketing Information
  • 120. Developing Marketing Information
    Marketing Research
  • 121. Developing Marketing Information
    Observational research involves gathering primary data by observing relevant people, actions, and situations
    Ethnographic research involves sending trained observers to watch and interact with consumers in their natural environment
    Market Research
    Research Approaches
  • 122. Developing Marketing Information
    Survey research is the most widely used method and is best for descriptive information—knowledge, attitudes, preferences, and buying behavior
    Flexible
    People can be unable or unwilling to answer
    Gives misleading or pleasing answers
    Privacy concerns
    Market Research
    Research Approaches
  • 123. Developing Marketing Information
    Experimental research is best for gathering causal information—cause-and-effect relationships
    Market Research
    Research Approaches
  • 124. Experiments involving matched groups of subjects—giving them different treatments, controlling unrelated factors, and checking for different responses—is a type of __________.
    causal information
    descriptive information
    secondary data
    ethnographic research
  • 125. Experiments involving matched groups of subjects—giving them different treatments, controlling unrelated factors, and checking for different responses—is a type of __________.
    causal information
    descriptive information
    secondary data
    ethnographic research
  • 126. The three types of research approaches a marketer may use are ________, ________, and ________.
    surveys; observations; historic reviews
    observations; surveys; databases
    observations; experiments; surveys
    experiments; databases; surveys
  • 127. The three types of research approaches a marketer may use are ________, ________, and ________.
    surveys; observations; historic reviews
    observations; surveys; databases
    observations; experiments; surveys
    experiments; databases; surveys
  • 128. Developing Marketing Information
    Marketing Research Strengths and
    Weakness of Contact Methods
  • 129. Developing Marketing Information
    Marketing Research
    Contact Methods
    Focus Groups
    Six to 10 people with a trained moderator
    Challenges
    Expensive
    Difficult to generalize from small group
    Consumers not always open and honest
  • 130. Developing Marketing Information
    Marketing Research
    Contact Methods
  • 131. Developing Marketing Information
    Marketing Research
    Online Research
  • 132. Developing Marketing Information
    Sample is a segment of the population selected for marketing research to represent the population as a whole
    Who is to be surveyed?
    How many people should be surveyed?
    How should the people be chosen?
    Marketing Research
    Sampling Plan
  • 133. Which of the following is not one of the decisions a marketer must make when designing a sample?
    Who should be sampled
    How many people should be sampled
    How the people in the sample should be chosen
    What type of research method should be utilized
  • 134. Which of the following is not one of the decisions a marketer must make when designing a sample?
    Who should be sampled
    How many people should be sampled
    How the people in the sample should be chosen
    What type of research method should be utilized
  • 135. Developing Marketing Information
    Marketing Research
    Sampling Plan – Types of Samples
  • 136. Developing Marketing Information
    Marketing Research
    Research Instruments
  • 137. Developing Marketing Information
    Marketing Research
    Research Instruments—Questionnaires
    Closed-end questions include all possible answers, and subjects make choices among them
    Provide answers that are easier to interpret and tabulate
    Open-end questions allow respondents to answer in their own words
    Useful in exploratory research
  • 138. If a marketer wanted to collect large amounts of information at a low cost per respondent, she could use ________.
    personal interviews
    mail questionnaires
    focus groups
    approach interviews
  • 139. If a marketer wanted to collect large amounts of information at a low cost per respondent, she could use ________.
    personal interviews
    mail questionnaires
    focus groups
    approach interviews
  • 140. If a marketer wanted to collect information quickly and allow for flexible answers, he should use ________.
    telephone interviews
    mail questionnaires
    focus groups
    approach interviews
  • 141. If a marketer wanted to collect information quickly and allow for flexible answers, he should use ________.
    telephone interviews
    mail questionnaires
    focus groups
    approach interviews
  • 142. Interviewer bias is often greater with ________.
    telephone interviews
    mail questionnaires
    focus groups
    online surveys
  • 143. Interviewer bias is often greater with ________.
    telephone interviews
    mail questionnaires
    focus groups
    online surveys
  • 144. If an interviewer wanted to reach the teen market, a fast and low-cost method would be to use ________.
    telephone interviews
    mail questionnaires
    focus groups
    online surveys
  • 145. If an interviewer wanted to reach the teen market, a fast and low-cost method would be to use ________.
    telephone interviews
    mail questionnaires
    focus groups
    online surveys
  • 146. Developing Marketing Information
    Marketing Research
    Research Instruments
  • 147. Developing Marketing Information
    Marketing Research
    Implementing the Research Plan
  • 148. Analyzing Marketing Information
    CRM consists of sophisticated software and analytical tools that integrate customer information from all sources, analyze it in depth, and apply the results to build stronger customer relationships
    Customer Relationship Management (CRM)
  • 149. Analyzing Marketing Information
    Customer Relationship Management
    Touchpoints
  • 150. Distributing and Using Marketing Information
    Information distribution involves entering information into databases and making it available in a time-useable manner
    Intranet provides information to employees and other stakeholders
    Extranet provides information to key customers and suppliers