Marketing quốc tế 6 analyzing customer market

4 A person's ________ consists of all the groups that have a direct face-to-face or indirect influence on his/her attitudes or behavior.. Answer: TRUE Page Ref: 162 Objective: 2 Difficul

Marketing Management, 14e (Kotler/Keller)

Chapter 6 Analyzing Consumer Markets

1) is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants

4) A person's consist(s) of all the groups that have a direct (face-to-face) or indirect influence on his/her attitudes or behavior

neighbors are also aware that Joe has the required knowledge and background for understanding the technical properties of the products Within this context, Joe can be called a(n) .A) transactional leader

7) For a high-school student, Tim is highly concerned about environmental issues He is a strong supporter of the garbage recycling and afforestation campaigns taken up by the environmental activists in his neighborhood He wants to become a full time volunteer for their upcoming wildlife protection program and has even saved money to contribute to the cause This group of environmental activists can be categorized under which of the following reference groups?A) primary group

of the following would be the most apt description of the role played by Jason?

9) Social classes differ in media preferences, with upper-class consumers often preferring

and lower-class consumers often preferring television

A) movies

B) radio

C) video or computer games

D) magazines and books

E) music downloads

Answer: D

10) If a direct-mail marketer wished to direct promotional efforts toward the family of ,efforts need to be directed toward parents and siblings of the family members.

13) Marriage, childbirth, and divorce constitute the that shape the consumption pattern

of individuals

A) psychological life cycle

B) product life cycle

A) excitement

17) The Marlboro Man was depicted in the advertisements of Marlboro cigarettes as a rugged outdoor, tough cowboy type This was done to establish what is called

20) Consumers who are highly sensitive to how others see them and who choose brands whose personalities fit the consumption situation are called

on which of the following traits?

23) portrays the "whole person" interacting with his or her environment

27) The starting point for understanding consumer behavior is the model in which marketing and environmental stimuli enter the consumer's consciousness, and a set of

psychological processes combine with certain consumer characteristics to result in decision processes and purchase decisions

30) Which of the following theories developed by Frederick Herzberg distinguishes dissatisfiers from satisfiers?

34) is the tendency to interpret information in a way that will fit our preconceptions A) Selective retention

37) Anne is a frequent purchaser of Yoplait strawberry yogurt For once, she decides to try a different flavored yogurt Instead of trying out the flavors offered by competing brands, Anne selects a different flavor offered by Yoplait Here, her past experience with the brand prompts her

to make the choice Anne's behavior can be best described as

40) Betsy, a teenager, uses most of her post school hours in either playing tennis or watching movies She barely manages to concentrate in her lessons for a couple of hours before term exams Being questioned about her substandard performance in the school, she points out the teacher's inability to complete the entire course during the school hours as the possible reason Betsy's behavior is most likely to be associated with .

B) the interplay of drives

C) a strong internal stimulus impelling action

D) a temporary and limited repository of information

E) a set of nodes and links

43) Amtex electronics, a consumer products brand, advertises its products inside supermarkets and retail stores frequently to promote the process of and stimulate purchase

B) advertisement for the product

C) salesperson from a previous visit

47) Which of the following is considered to be a more advanced form of information search wherein the person might phone friends or go online to secure information about a product or service?

A) heightened attention

B) short-term memory processing

C) subliminal processing of information

D) long-term memory processing

E) active information search

50) Maria considers buying a car for herself, after she notices the advantages derived by her best friend from his new car Which of the following forms of stimulus has activated Maria's problem recognition process?

53) A(n) is a descriptive thought that a person holds about something

56) are a person's enduring favorable or unfavorable evaluations, emotional feelings,

and action tendencies toward some object or idea

A) Discriminations

57) The expectancy-value model of attitude formation posits that consumers evaluate products and services by combining their

60) are rules of thumb or mental shortcuts in the decision process

A) Amount of purchasing power

B) Attitudes of others

C) Short-term memory capabilities

D) Ability to return merchandise

63) Ford believes its cars to be of higher quality than General Motor's but thinks that consumers wrongly believe the opposite Ford might employ a(n) strategy to change buyers' perceptions of its competition

66) risk occurs if the product fails to perform up to expectations

69) The level of engagement and active processing undertaken by the consumer in responding to

a marketing stimulus is called

A) elaboration likelihood

70) A consumer is persuaded to buy a product by a message that requires little thought and is based on an association with a brand's positive consumption experiences from the past In this situation, the consumer used a to arrive at this purchase decision

71) Richard Petty and John Cacioppo's , an influential model of attitude formation and

change, describes how consumers make evaluations in both low- and high-involvement

73) With the , predictions of usage are based on quickness and ease of use

of an outcome comes to mind This scenario would be an illustration of the heuristic.A) discrimination

76) refers to the manner in which consumers code, categorize, and evaluate financial outcomes of choices

82) When Mark went to college he had a burning desire to join a social fraternity; for Mark, the fraternity would be a dissociative group

85) The behavior people exhibit as they pass through certain life-cycle stages, such as becoming

a parent, is largely fixed and does not change over time

88) According to the research conducted by Jennifer Aaker, one of the five traits of a product's brand personality is its physical structure

94) Sigmund Freud assumed that the psychological forces shaping people's behavior are largely unconscious, and that people cannot fully understand their motivations

101) Because of selective retention, we are likely to forget about the good points of competing products

Answer: TRUE

Page Ref: 162

Objective: 2

Difficulty: Moderate

102) Consistent with the elaboration memory model, consumer brand knowledge in memory can

be conceptualized as consisting of a brand node in memory with a variety of linked associations Answer: FALSE

Page Ref: 163

Objective: 2

Difficulty: Moderate

103) Brand associations consist of all brand-related thoughts, feelings, perceptions, images,

experiences, beliefs, attitudes, and so on that become linked to the brand node

107) A belief is a person's enduring favorable or unfavorable evaluation, emotional feeling, and action tendency toward some object or idea

110) With noncompensatory models of consumer choice, positive and negative attribute

considerations usually net out

113) Psychological risk refers to the threat posed by a product to the physical well-being of a

115) Anchoring heuristic comes in to play when consumers base their predictions on the

quickness and ease with which a particular example of an outcome comes to mind

117) Explain the differences between culture, subculture, and social class

Answer: Culture is the fundamental determinant of a person's wants and behavior Subcultures provide more specific identification and socialization of their members Subcultures include

nationalities, religions, racial groups, and geographic regions Social class is a relatively

homogeneous and enduring division in a society, that are hierarchically ordered and whose members share similar values, interests, and behaviors

Page Ref: 151-153

Objective: 1

Difficulty: Easy

118) What is a reference group? Describe three different types of reference groups that can have

an impact on a consumer's purchasing behavior

Answer: Reference groups consist of all the groups that have a direct (face-to-face) or indirect influence on attitudes or behavior Types of reference groups that can impact a consumer's purchasing behavior include membership groups, primary groups, secondary groups, aspirationalgroups, and disassociative groups

Membership groups are the groups which have a direct influence on the person Primary groups

are the groups with whom the person interacts fairly continuously and informally, such as family,

friends, neighbors, and coworkers Secondary groups tend to be more formal and require less

continuous interaction Aspirational groups are those a person hopes to join; and dissociative groups are those whose values or behavior an individual rejects

Answer: The family of orientation consists of parents and siblings From parents a person acquires an orientation toward religion, politics, and economics and a sense of personal ambition,self-worth, and love Even if the buyer no longer interacts very much with his or her parents, their influence on behavior can be significant A more direct influence on everyday buying behavior is the family of procreation—namely, one's spouse and children

Answer: Personality is often described in terms of such buying traits as self-confidence,

dominance, autonomy, deference, sociability, defensiveness, and adaptability Personality can be

a useful variable in analyzing consumer brand choices The idea is that brands also have

personalities, and consumers are likely to choose brands whose personalities match their own Page Ref: 156-157

Objective: 1

Difficulty: Moderate

121) People from the same subculture, social class, and occupation may lead quite different lifestyles A lifestyle is a person's pattern of living in the world as expressed in activities,

interests, and opinions Lifestyle portrays the "whole person" interacting with his or her

environment Given this information, describe the LOHAS (an acronym) lifestyle described in the text and its usefulness in marketing

Answer: Consumers who worry about the environment, want products to be produced in a sustainable way, and spend money to advance their personal development and potential have

been named "LOHAS." The name is an acronym standing for lifestyles of health and

sustainability The market for LOHAS products encompasses things such as organic foods,

energy-efficient appliances, and solar panels as well as alternative medicine, yoga tapes, and ecotourism

Answer: The three processes are selective attention, selective distortion, and selective retention

Selective attention occurs because a person cannot possibly attend to all the stimuli that he or she

is exposed to during an average day Some will be screened out Selective distortion is the tendency to interpret information in a way that will fit our perceptions Selective retention occurs

because people will fail to register much information to which they are exposed in memory, but will tend to retain information that supports their attitudes and beliefs

Page Ref: 162

Objective: 2

Difficulty: Difficult

124) Explain the concept of selective retention and its association with marketing

Answer: Selective retention says that consumers are likely to remember good points about a product we like and forget good points about competing products Selective retention works to the advantage of strong brands It also means that marketers need to use repetition in sending messages to their target markets to make sure their message is not overlooked

Page Ref: 162

Objective: 2

Difficulty: Moderate

125) Identify three types of risk consumers might perceive in the context of purchasing a car Answer: Consumers might perceive physical risk (an unsafe car poses a safety risk to the

physical well-being of the driver and passengers), a financial risk (the car might be overpriced ormay decline in value so rapidly that it will have minimal resale value when the consumer tries to resell it), and a functional risk (the car may not perform to the expectations of the consumer) Students may identify other risks, including social, psychological, and time risks

Answer: Mental accounting refers to the way consumers code, categorize, and evaluate financial

outcomes of choices Formally, it is "the tendency to categorize funds or items of value even though there is no logical basis for the categorization, e.g., individuals often segregate their

savings into separate accounts to meet different goals even though funds from any of the

accounts can be applied to any of the goals."

According to Chicago's Thaler, mental accounting is based on a set of core principles:

1 Consumers tend to segregate gains When a seller has a product with more than one positive

dimension, it's desirable to have the consumer evaluate each dimension separately Listing multiple benefits of a large industrial product, for example, can make the sum of the parts seem greater than the whole

2 Consumers tend to integrate losses Marketers have a distinct advantage in selling something if

its cost can be added to another large purchase House buyers are more inclined to view

additional expenditures favorably given the high price of buying a house

3 Consumers tend to integrate smaller losses with larger gains The "cancellation" principle

might explain why withholding taxes from monthly paychecks is less aversive than large, sum tax payments—the smaller withholdings are more likely to be absorbed by the larger pay amount

lump-4 Consumers tend to segregate small gains from large losses The "silver lining" principle might

explain the popularity of rebates on big-ticket purchases such as cars

128) An opinion leader is the person in informal, product-related communications who offers advice or information about a specific product or product category, such as which of several brands is best or how a particular product may be used According to the text, how do marketers try to reach opinion leaders?

Answer: Marketers try to reach opinion leaders by identifying demographic and psychographic characteristics associated with opinion leadership, identifying the media read by opinion leaders, and directing messages at opinion leaders

Page Ref: 153

Objective: 1

Difficulty: Moderate

129) Explain the differences between a role and status

Answer: A role consists of the activities a person is expected to perform Each role carries a status For example, a senior vice-president has more status than a sales manager

Page Ref: 154-155

Objective: 1

Difficulty: Easy

130) Mention the personal factors that can influence the decision of a buyer

Answer: Personal characteristics that influence a buyer's decision include age and stage in the life cycle, occupation and economic circumstances, personality and self-concept, and lifestyle and values Because many of these have a direct impact on consumer behavior, it is important formarketers to follow them closely

Page Ref: 155

Objective: 1

Difficulty: Moderate

131) What is brand personality and what are the five traits that has been linked to it?

Answer: Brand personality is the specific mix of human traits that may be attributed to a

particular brand Traits that have been associated with brand personality are sincerity,

excitement, competence, sophistication, and ruggedness

Page Ref: 160

Objective: 2

Difficulty: Moderate