Top 10 Question from Ch 6 of Kotler's Marketing Management Book

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Top 10 Question from Ch 6 of Kotler's Marketing Management Book

  1. 1. TOP 10 Learning Questions for Chapter 6: Analyzing Consumer Markets Zennia P. Davantes 09.23.2010
  2. 2. <ul><li>Social </li></ul><ul><li>Personal </li></ul><ul><li>Behavioral </li></ul><ul><li>Cultural </li></ul>Consumer Behavior is influenced by these factors except:
  3. 3. Influencing Buyer Behavior <ul><li>The starting point for understanding buyer behavior is the stimulus-response model. </li></ul><ul><ul><li>Marketing and environmental stimuli enter the buyer’s consciousness. </li></ul></ul><ul><ul><li>The buyer’s characteristics and decision processes lead to certain purhase decisions. </li></ul></ul><ul><ul><li>The marketer’s task is to understand what happens in the buyer’s consciousness between the arrrival of outside stimuli and the purchase decisions. </li></ul></ul><ul><li>A consumer’s buying behavior is influenced by cultural, social, personal, and psychological factors. </li></ul><ul><ul><li>Cultural factors exert the broadest and deepest influence. </li></ul></ul>
  4. 4. Consumer Behavior is influenced by these factors except: <ul><li>Social </li></ul><ul><li>Personal </li></ul><ul><li>Behavioral </li></ul><ul><li>Cultural </li></ul>
  5. 5. Which of the following is false? <ul><li>Membership groups consist of all the groups </li></ul><ul><li>that have a direct or indirect influence on </li></ul><ul><li>the person’s attitude or behavior. </li></ul><ul><li>Aspirational groups are those a person hopes to join. </li></ul><ul><li>Dissociative groups are those whose values or behavior an individual rejects. </li></ul><ul><li>Opinion Leader is the person in informal, product-related communications who offers advice or information about a specific product or product category. </li></ul>
  6. 6. Influencing buyer behavior: Social Factor <ul><li>A consumer’s behavior is influenced by such social factors as reference groups, family, and social roles and statuses. </li></ul><ul><li>A person’s reference groups consist of al the groups that have a direct (face-to-face) or indirect influence on the person’s attitudes or behaviors. </li></ul><ul><li>People are significantly influenced by their reference groups in at least three ways. </li></ul><ul><ul><li>Reference groups expose an individual to new behaviors and lifestyles, and influence attitudes and self-concept. </li></ul></ul><ul><ul><li>They create pressures for conformity that may affect actual product and brand choice. </li></ul></ul><ul><ul><li>People are also influenced by groups to which they do not belong. </li></ul></ul><ul><ul><ul><li>Aspirational groups are those a person hohpes to join. </li></ul></ul></ul><ul><ul><ul><li>Dissociative groups are those whose values or behavior an individual rejects. </li></ul></ul></ul>
  7. 7. Which of the following is false? <ul><li>Membership groups consist of all the groups </li></ul><ul><li>that have a direct or indirect influence on </li></ul><ul><li>the person’s attitude or behavior. </li></ul><ul><li>b. Aspirational groups are those a person hopes to join. </li></ul><ul><li>c. Dissociative groups are those whose values or behavior an individual rejects. </li></ul><ul><li>d. Opinion Leader is the person in informal, product-related communications who offers advice or information about a specific product or product category. </li></ul>
  8. 8. Which of the following is true in consumer’s buying behavior? <ul><li>It is not influenced by a person’s lifecycle stage. </li></ul><ul><li>It is influenced by a person’s family orientation, which is one of the subculture factors. </li></ul><ul><li>It is influenced by religion, which is one of the subculture factors. </li></ul><ul><li>It not influenced by a person’s occupational circumstances. </li></ul>
  9. 9. <ul><li>Nationalities </li></ul><ul><li>Religions </li></ul><ul><li>Racial groups </li></ul><ul><li>Geographic regions </li></ul>Subculture influences in Consumer Behavior
  10. 10. <ul><li>Culture is the fundamental determinant of a person’s wants and behavior. </li></ul><ul><li>Each culture consists of smaller subcultures that provide more specific identification and socialization for their members. </li></ul><ul><li>Subcultures include nationalities, religions, racial groups and geographic regions. </li></ul>Influencing buyer behavior: Cultural Factor
  11. 11. Which of the following is true in consumer’s buying behavior? <ul><li>It is not influenced by a person’s lifecycle stage. </li></ul><ul><li>A person’s family orientation is a subculture factor that influences it. </li></ul><ul><li>It is influenced by religion, which is one of the subculture factors. </li></ul><ul><li>It not influenced by a person’s occupational circumstances. </li></ul>
  12. 12. Which of the following is false in these TV shows brand personality? <ul><li>MTV is excitement. </li></ul><ul><li>ANC is competence. </li></ul><ul><li>HBO is sophistication. </li></ul><ul><li>AXN is Ruggedness. </li></ul>
  13. 13. Brand Personality <ul><li>Sincerity </li></ul><ul><li>Excitement </li></ul><ul><li>Competence </li></ul><ul><li>Sophistication </li></ul><ul><li>Ruggedness </li></ul>
  14. 14. <ul><li>Brand personality is the specific mix of human traits that may be attributed to a particular brand. </li></ul><ul><li>Below are the five traits of brand personality, according to a study. </li></ul><ul><ul><li>Sincerity </li></ul></ul><ul><ul><ul><li>down-to-earth, honest, wholesome, and cheerful </li></ul></ul></ul><ul><ul><li>Excitement </li></ul></ul><ul><ul><ul><li>daring, spirited, imaginative, and up-to-date </li></ul></ul></ul><ul><ul><li>Competence </li></ul></ul><ul><ul><ul><li>reliable, intelligent, and successful </li></ul></ul></ul><ul><ul><li>Sophistication </li></ul></ul><ul><ul><ul><li>upper-class and charming </li></ul></ul></ul><ul><ul><li>Ruggedness </li></ul></ul><ul><ul><ul><li>outdoorsy and tough </li></ul></ul></ul>Influencing buyer behavior: Personal Factor
  15. 15. <ul><li>MTV is excitement. </li></ul><ul><li>ANC is competence. </li></ul><ul><li>HBO is sophistication. </li></ul><ul><li>AXN is Ruggedness. </li></ul>Which of the following is false in these TV shows brand personality?
  16. 16. ____ is a motivation theory wherein behavior is guided by subconscious motivations. <ul><li>Herzberg’s Two-Factor Theory </li></ul><ul><li>Freud’s Theory </li></ul><ul><li>Maslow’s Hierarchy of Needs </li></ul><ul><li>Alderfer’s ERG Theory </li></ul>
  17. 17. <ul><li>A person’s buying choices are influenced by four major psychological factors – motivation, perception, learning and beliefs and attitudes. </li></ul><ul><li>Psychologists have developed theories of human motivation and the following are three of the best known. </li></ul><ul><ul><li>Freud’s Theory </li></ul></ul><ul><ul><ul><li>Behavior is guided by subconscious motivations. </li></ul></ul></ul><ul><ul><li>Maslow’s Hierarchy of Needs </li></ul></ul><ul><ul><ul><li>Behavior is driven by lowest, unmet need. </li></ul></ul></ul><ul><ul><li>Herzberg’s Two-Factor Theory </li></ul></ul><ul><ul><ul><li>Behavior is guided by motivating and hygiene factors. </li></ul></ul></ul>Psychological Factor: Motivation
  18. 18. ____ is a motivation theory wherein behavior is guided by subconscious motivations. <ul><li>Herzberg’s Two-Factor Theory </li></ul><ul><li>Freud’s Theory </li></ul><ul><li>Maslow’s Hierarchy of Needs </li></ul><ul><li>Alderfer’s ERG Theory </li></ul>
  19. 19. While reading a newspaper, Wendy a frequent traveller noticed the Cebu Pacific zero-fare ad, but never noticed the free trial session ad of Marie France. This is an example of: <ul><li>Selective Attention </li></ul><ul><li>Selective Distortion </li></ul><ul><li>Selective Retention </li></ul><ul><li>Selective Opinion </li></ul>
  20. 20. Psychological Factor: Perception <ul><li>Perception is the process by which an individual selects organizes, and interprets information inputs to create a meaningful picture of the world. </li></ul><ul><li>People can emerge with different perceptions of the same object because of the following perceptual processes: </li></ul><ul><ul><li>Selective Attention </li></ul></ul><ul><ul><ul><li>people exposed to a tremendous amount of stimuli tends to screen it out. </li></ul></ul></ul><ul><ul><li>Selective Distortion </li></ul></ul><ul><ul><ul><li>tendency to twist information into personal meanings and interpret information in a way that will fit perceptions. </li></ul></ul></ul><ul><ul><li>Selective Retention </li></ul></ul><ul><ul><ul><li>people will retain information that supports their attitudes and beliefs. </li></ul></ul></ul>
  21. 21. While reading a newspaper, Wendy a frequent traveller noticed the Cebu Pacific zero-fare ad, but never noticed the free trial session ad of Marie France. This is an example of: <ul><li>Selective Attention </li></ul><ul><li>Selective Distortion </li></ul><ul><li>Selective Retention </li></ul><ul><li>Selective Opinion </li></ul>
  22. 22. Mobile phone is a relevant product to Filipino consumer because it satisfies their _____ needs. <ul><li>Psychological </li></ul><ul><li>Safety </li></ul><ul><li>Social </li></ul><ul><li>Esteem </li></ul>
  23. 23. Maslow’s Hierarchy of Needs
  24. 24. Maslow’s Hierarchy of Needs <ul><li>Maslow believe that human needs are arranged in a hierarchy, from the most pressing to the least pressing. </li></ul><ul><li>People will try to satisfy their most important needs first. When a person succeeds in satisfying an important ned, he or she will then try to satisfy the next-most important need. </li></ul>
  25. 25. <ul><li>Psychological </li></ul><ul><li>Safety </li></ul><ul><li>Social </li></ul><ul><li>Esteem </li></ul>Mobile phone is a relevant product to Filipino consumer because it satisfies their _____ needs.
  26. 26. Problem recognition is the 1 st stage of the consumer buying process. Below is the rest of the process except: <ul><li>Information search </li></ul><ul><li>Alternative evaluation </li></ul><ul><li>Purchase decision </li></ul><ul><li>Purchase evaluation </li></ul>
  27. 27. <ul><li>Problem recognition </li></ul><ul><li>Information search </li></ul><ul><li>Evaluation of alternatives </li></ul><ul><li>Purchase decision </li></ul><ul><li>Post-purchase behavior </li></ul>Consumer Buying Process
  28. 28. <ul><li>Problem recognition </li></ul><ul><ul><li>The buyer recognizes a problem or need. The need can be triggered by internal or external stimuli. </li></ul></ul><ul><li>Information search </li></ul><ul><ul><li>Through gathering information, the consumer learns about competing brands and their features. </li></ul></ul><ul><li>Evaluation of alternatives </li></ul><ul><ul><li>The consumer forms preferences among the brands in the choice set. </li></ul></ul><ul><li>Purchase decision </li></ul><ul><li>Post-purchase behavior </li></ul><ul><ul><li>After purchasing the product, consumers will experience some level of satisfaction or dissatisfaction eliciting postpurchse satisfaction, actions, use and disposal </li></ul></ul>Consumer Buying Process
  29. 29. <ul><li>Information search </li></ul><ul><li>Alternative evaluation </li></ul><ul><li>Purchase decision </li></ul><ul><li>Purchase evaluation </li></ul>Problem recognition is the 1 st stage of the consumer buying process. Below is the rest of the process except:
  30. 30. Consumers use or dispose of their products in these ways, except: <ul><li>Get rid of it temporarily. </li></ul><ul><li>Get rid of it permanently. </li></ul><ul><li>Get rid of it half-heartedly. </li></ul><ul><li>Keep it. </li></ul>
  31. 31. How Customers Use or Dispose of Products
  32. 32. How Customers Use or Dispose of Products <ul><li>Marketers should also monitor how buyers use and dispose of the product. If consumers store the product in a closet, the product is probably not very satisfying, and word of mouth will bot be strong. If they sell or trade the product, new-product sales will be depresses. Consumers may also find new uses for the product. </li></ul>
  33. 33. <ul><li>Get rid of it temporarily. </li></ul><ul><li>Get rid of it permanently. </li></ul><ul><li>Get rid of it half-heartedly. </li></ul><ul><li>Keep it. </li></ul>Consumers use or dispose of their products in these ways, except:
  34. 34. Andy will book a plane going to Palawan. He is aware of several airlines flying that route, but he has narrowed down his choice between Cebu Pacific and Air Philippines as both offer affordable fares. Cebu Pacific and Air Philippines are in what set of Andy’s decision making process? <ul><li>Decision </li></ul><ul><li>Choice </li></ul><ul><li>Consideration </li></ul><ul><li>Awareness </li></ul>
  35. 35. Successive Sets Involved in Consumer Decision Making
  36. 36. Successive Sets Involved in Consumer Decision Making <ul><li>Through gathering information, the consumer learns about competing brands and their features. </li></ul><ul><ul><li>The 1 st box shows the total set of brands available to the consumer. </li></ul></ul><ul><ul><li>The individual consumer will come to know only a subset of these brands </li></ul></ul><ul><ul><li>Some brands will meet initial buying criteria </li></ul></ul><ul><ul><li>As the person gathers more information, only a few will remain as strong contenders. </li></ul></ul><ul><ul><li>The brands in the choice set might all be aceptable. </li></ul></ul><ul><ul><li>The person makes a final choice from this set. </li></ul></ul>
  37. 37. <ul><li>Decision </li></ul><ul><li>Choice </li></ul><ul><li>Consideration </li></ul><ul><li>Awareness </li></ul>Andy will book a plane going to Palawan. He is aware of several airlines flying that route, but he has narrowed down his choice between Cebu Pacific and Air Philippines as both offer affordable fares. Cebu Pacific and Air Philippines are in what set of Andy’s decision making process?
  38. 38. TOP 10 Learning Questions for Chapter 6: Analyzing Consumer Markets Zennia P. Davantes 09.23.2010

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