Ch06 Analyzing Consumer Market Caraig

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Ch06 Analyzing Consumer Market Caraig

  1. 1. TOP 10 Learning Questions for Chapter 6: Analyzing Consumer Markets Jem Caraig December 16, 2011 For use in the Marketing Management Class of Prof. Remigio Joseph De Ungria http://jemcaraig.blogspot.com
  2. 2. 1. In the three factors that influence on consumer behavior, which is the factor that exerts the broadest and deepest influence?A. Social FactorsB. Cultural FactorsC. Subcultural FactorsD. Psychological FactorsE. Personal Factors http://jemcaraig.blogspot.com 2
  3. 3. What Influences Consumer Behavior? Cultural Factors Culture, subculture, and social class are particularly important influences on Consumer behavior. Social Factors Reference groups, family, and social roles and statuses affect our buying behavior. Personal Factors Buyers age and stage in the life cycle; occupation and economic circumstances; personality and self-concept; and lifestyle and values influence buyer’s decision. http://jemcaraig.blogspot.com 3
  4. 4. What Influences Consumer Behavior? Cultural Factors Culture, subculture, and social class are particularly important influences on Consumer behavior. Social Factors Reference groups, family, and social roles and statuses affect our buying behavior.Cultural Factorsexert thebroadest Personal Factorsand deepest Buyers age and stage in the life cycle; occupation and economic circumstances;influence personality and self-concept; and lifestyle and values influence buyer’s decision.among the threefactors http://jemcaraig.blogspot.com 4
  5. 5. 1. In the three factors that influence on consumer behavior, which is the factor that exerts the broadest and deepest influence?A. Social FactorsB. Cultural FactorsC. Subcultural FactorsD. Psychological DemandE. Personal Factors http://jemcaraig.blogspot.com 5
  6. 6. 2. Which of the following is true?A. Subcultures include family, nationalities, religions and racial groupsB. Social Factors include family, nationalities, religions and racial groupsC. Subcultures include nationalities, religions, racial groups and geographical regionsD. Social Factors include family, reference groups, statuses and racial groupsE. None of the above http://jemcaraig.blogspot.com 6
  7. 7. Subcultures Each culture consists of SUBCULTURES include: smaller subcultures that provide more specific NATIONALITIES identification and socialization for their members. When RELIGIONS subcultures grow large and affluent enough, companies RACIAL GROUPS often design specialized marketing programs to serve GEOGRAPHICAL REGIONS them. http://jemcaraig.blogspot.com 7
  8. 8. Social Factors  In addition toSOCIAL FACTORS include: cultural factors, social factors REFERENCE FAMILY such as reference GROUPS groups, family, and social rolesSOCIAL ROLES STATUSES and statuses affect our buying behavior. http://jemcaraig.blogspot.com 8
  9. 9. 2. Which of the following is true?A. Subcultures include family, nationalities, religions and racial groupsB. Social Factors include family, nationalities, religions and racial groupsC. Subcultures include nationalities, religions, racial groups and geographical regionsD. Social Factors include family, reference groups, statuses and racial groupsE. None of the above http://jemcaraig.blogspot.com 9
  10. 10. 3. __________ is the specific mix of human traits that we can attribute to a particular brand.A. Personal FactorsB. Social RolesC. Self-conceptD. LifestyleE. Brand Personality http://jemcaraig.blogspot.com 10
  11. 11. Stanford’s Jennifer Aaker researched brand personalities and identified the following traits: Sincerity down-to-earth, honest, wholesome, and cheerful Excitement daring, spirited, imaginative, and up-to-dateCompetence reliable, intelligent, and successfulSophistication upper-class and charmingRuggedness outdoorsy and tough http://jemcaraig.blogspot.com 10
  12. 12. Personality and Self-ConceptPersonality is a set of distinguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli (including buying behavior).BRAND PERSONALITY is the specific mix of human traits that we can attribute to a particular brand. http://jemcaraig.blogspot.com 11
  13. 13. 3. __________ is the specific mix of human traits that we can attribute to a particular brand.A. Personal FactorsB. Social RolesC. Self-conceptD. LifestyleE. Brand Personality http://jemcaraig.blogspot.com 13
  14. 14. 4. The key to psychological process are the following except…A. BehaviorB. MotivationC. PerceptionD. LearningE. Memory http://jemcaraig.blogspot.com 14
  15. 15. Marketer’s task Key Psychological Processes Motivation Perception Learning Memory http://jemcaraig.blogspot.com 15
  16. 16. Marketer’s task to understand what happens in the consumers consciousness between the arrival of the outside marketing stimuli and the ultimate purchase decisions Key Psychological Processes Motivation Perception Learning Memory •These processes influence consumer responses http://jemcaraig.blogspot.com 16
  17. 17. 4. The key to psychological process are the following except…A. BehaviorB. MotivationC. PerceptionD. LearningE. Memory http://jemcaraig.blogspot.com 17
  18. 18. 5. Drinking coffee can meet the need for social relaxation, status, or fun. Coffee brands or coffee shops’ name need to be motivationally positioned in one of these three appeals. This is an example of what theory?A. Herzberg’s TheoryB. Chrysler’s TheoryC. Maslow’s TheoryD. Lohas’ TheoryE. Freud’s Theory http://jemcaraig.blogspot.com 18
  19. 19. Motivation MASLOW’S HERBERG’S HIERARCHY TWO-FACTOR FREUD’S THEORY OF NEEDS THEORY Behavior is guided bysubconscious motivations Behavior is driven Behavior is by lowest, guided by motivating unmet need and hygiene factors http://jemcaraig.blogspot.com 19
  20. 20. Motivation: Freud’s Theory  Jan Callebaut identifies different motives a product can satisfy. FREUD’S THEORY Behavior is guided by  Drinking coffee cansubconscious motivations satisfy the need for social relaxation, status, or fun. http://jemcaraig.blogspot.com 20
  21. 21. 5. Drinking coffee can meet the need for social relaxation, status, or fun. Coffee brands or coffee shops’ name need to be motivationally positioned in one of these three appeals. This is an example of what theory?A. Herzberg’s TheoryB. Chrysler’s TheoryC. Maslow’s TheoryD. Lohas’ TheoryE. Freud’s Theory http://jemcaraig.blogspot.com 21
  22. 22. 6. Before a man seeks security of property or of morality, he needs to satisfy his need for food, shelter and water first. This is an example of what theory?A. Herzberg’s TheoryB. Maslow’s TheoryC. Chrysler’s TheoryD. Freud’s TheoryE. Lohas’ Theory http://jemcaraig.blogspot.com 22
  23. 23. Motivation MASLOW’S HERBERG’S HIERARCHY TWO-FACTOR FREUD’S THEORY OF NEEDS THEORY Behavior is guided bysubconscious motivations Behavior is driven Behavior is by lowest, guided by motivating unmet need and hygiene factors http://jemcaraig.blogspot.com 23
  24. 24. Maslow’s Theory Self- Actualization Needs Maslow’sHierarchy of Needs Esteem Needs (Recognition, Status) Behavior is driven by lowest, Social Needs (sense of belonging, love) unmet need Safety Needs (security, protection) Physiological needs (food, water, shelter) http://jemcaraig.blogspot.com 24
  25. 25. 6. Before a man seeks security of property or of morality, he needs to satisfy his need for food, shelter and water first. This is an example of what theory?A. Herzberg’s TheoryB. Maslow’s TheoryC. Chrysler’s TheoryD. Freud’s TheoryE. Lohas’ Theory http://jemcaraig.blogspot.com 25
  26. 26. 7. These Herzberg Theory definitions are true, except…A. Frederick Herzberg developed a two-factor theory that distinguishes dissatisfiers from satisfiers.B. Satisfiers are the factors that cause satisfaction; dissatisfiers are the factors that cause dissatisfaction.C. The absence of dissatisfiers is enough to motivate a purchase; however, satisfiers can be present.D. One implication of Herzberg Theory is sellers should do their best to avoid dissatisfiers.E. Another implication of Herzberg Theory is the seller should identify the major satisfiers or motivators of purchase in the market and then supply them. http://jemcaraig.blogspot.com 26
  27. 27. Herzberg’s Two-Factor Theory EmployeesDissatisfaction Positive not dissatisfied, and satisfaction and but notDemotivation motivation motivated Hygiene Motivator Factors Factors http://jemcaraig.blogspot.com 27
  28. 28. Herzberg’s Two-Factor Theory EmployeesDissatisfaction Positive not dissatisfied, and satisfaction and but notDemotivation motivation motivated Hygiene Motivator Factors Factors http://jemcaraig.blogspot.com 28
  29. 29. 7. These Herzberg Theory definitions are true, except…A. Frederick Herzberg developed a two-factor theory that distinguishes dissatisfiers from satisfiers.B. Satisfiers are the factors that cause satisfaction; dissatisfiers are the factors that cause dissatisfaction.C. The absence of dissatisfiers is enough to motivate a purchase; however, satisfiers can be present.D. One implication of Herzberg Theory is sellers should do their best to avoid dissatisfiers.E. Another implication of Herzberg Theory is the seller should identify the major satisfiers or motivators of purchase in the market and then supply them. http://jemcaraig.blogspot.com 29
  30. 30. 8. _______ is the process by which we select, organize, and interpret information inputs to create a meaningful picture of the world.A. SelectionB. OrganizationC. InterpretationD. PerceptionE. Information http://jemcaraig.blogspot.com 30
  31. 31. Perception Selective Attention Selective Retention Selective Distortion Subliminal Perception http://jemcaraig.blogspot.com 31
  32. 32. Perception In marketing, perceptions are more important than the reality, as it is perceptions that affect will consumers actual behavior. http://jemcaraig.blogspot.com 32
  33. 33. 8. _______ is the process by which we select, organize, and interpret information inputs to create a meaningful picture of the world.A. SelectionB. OrganizationC. InterpretationD. PerceptionE. Information http://jemcaraig.blogspot.com 33
  34. 34. 9. iPhone 4S has been recently launched by local telecommunications companies. Consumers are now looking for reading materials, phoning friends, going online, and visiting stores to learn about the product. This is an example of what stage of the Buying Decision Process?A. Problem RecognitionB. Information SearchC. Evaluation of AlternativesD. Purchase DecisionE. Postpurchase Behavior http://jemcaraig.blogspot.com 34
  35. 35. Buying Decision Process Problem Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchase Behavior http://jemcaraig.blogspot.com 29
  36. 36. Buying Decision ProcessProblem Recognition - The buying process starts when the buyer recognizes a problem or need triggered by internal or external stimuli.Information Search - At this level a person simply becomes more receptive to information about a product. At the next level, the person may enter an active information search: looking for reading material, phoning friends, going online, and visiting stores to learn about the product.Evaluation of Alternatives - Consumers will pay the most attention to attributes that deliver the sought-after benefits. We can often segment the market for a product according to attributes important to different consumer groups. http://jemcaraig.blogspot.com 30
  37. 37. Buying Decision ProcessPurchase Decision - In the evaluation stage, the consumer forms preferences among the brands in the choice set. The consumer may also form an intention to buy the most preferred brand.Postpurchase Behavior - After the purchase, the consumer might experience dissonance that stems from noticing certain disquieting features or hearing favorable things about other brands and will be alert to information that supports his or her decision. http://jemcaraig.blogspot.com 31
  38. 38. 9. iPhone 4S has been recently launched by local telecommunications companies. Consumers are now looking for reading materials, phoning friends, going online, and visiting stores to learn about the product. This is an example of what stage of the Buying Decision Process?A. Problem RecognitionB. Information SearchC. Evaluation of AlternativesD. Purchase DecisionE. Postpurchase Behavior http://jemcaraig.blogspot.com 38
  39. 39. 10. There are four techniques that marketers can do to try to convert a low-involvement product into one of higher involvement. Which technique is not stated by Kotler?A. They can use frequent ad repetition, visible sponsorships, and vigorous PR to enhance brand familiarity.B. They can link the product to some involving issue.C. They can link the product to some involving personal situation.D. They might design advertising to trigger strong emotions related to personal values or ego defense.E. They might add an important feature. http://jemcaraig.blogspot.com 39
  40. 40. Low-Involvement Marketing Strategies MARKETERS’ FOUR TECHNIQUES TO CONVERT LOW- INVOLVEMENT PRODUCT TO HIGHER INVOLVEMENT1. They can link the product to some involving issue.2. They can link the product to some involving personal situation.3. They might design advertising to trigger strong emotions related topersonal values or ego defense.4. They might add an important feature. http://jemcaraig.blogspot.com 40
  41. 41. Variety-seeking BuyingBehavior Marketers can use frequent ad repetition, visible sponsorships, and vigorous PR to enhance brand familiarity. http://jemcaraig.blogspot.com 41
  42. 42. 10. There are four techniques that marketers can do to try to convert a low-involvement product into one of higher involvement. Which technique is not stated by Kotler?A. They can use frequent ad repetition, visible sponsorships, and vigorous PR to enhance brand familiarity.B. They can link the product to some involving issue.C. They can link the product to some involving personal situation.D. They might design advertising to trigger strong emotions related to personal values or ego defense.E. They might add an important feature. http://jemcaraig.blogspot.com 42
  43. 43. TOP 10 Learning Questions for Chapter 6: Analyzing Consumer Markets Jem Caraig December 16, 2011 For use in the Marketing Management Class of Prof. Remigio Joseph De Ungria http://jemcaraig.blogspot.com

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