MKT 300 Exam 2

Question Answer
How much memory left after one month? 20 percent
when multiple homogeneous stimuli are presented, the stimulus that differs from the rest is more likely to be remembered. Von Restorff effect
Describes how consumers make purchase decisions and how they use and dispose of the purchased goods and services. It includes factors that influence purchase decisions. Consumer Behavior
in evoked set model, known brands is Awareness set
in evoked set model, decide the known brand is acceptable or unacceptable is : Evoked set
in evoked set model, the acceptable known brand is : Consideration set
In evaluate alternatives, use Cost – Benefit analysisWhich one does the positives most outweigh the negatives? Compensatory Models
In evaluate alternatives, Immediate rejection based on some factor is: Non-compensatory Models
Multi-Attribute belongs which model? Compensatory Models
Conjunctive and Lexicographic belong to which model? Non-compensatory Models
Weighted total derived by multiplying importance rating by your evaluation Multi-Attribute
Reject any brands that do not meet ALL minimum thresholds and must must meet standards for this attribute and the second attribute and the third attribute Conjunctive
Best on most important attribute Lexicographic
A buyer’s doubts shortly after a purchase about whether the decision was the right one Cognitive Dissonance
In social influence, Actions and activities that a person in a particular position is supposed to perform based on expectations of the individual and surrounding persons Role
Factors Influencing Purchase Situational, social, psychological
In social influence, Indirect membership, positively affected by the member and want to be a member Aspiration
In social influence, Indirect membership, negatively affected by the member and do not want to be a member Dissociative
In social influence, A knowledgeable, accessible individual who provides information about a specific sphere of interests to followers Opinion Leader
In social influence, The accumulated values, knowledge, beliefs, customs, objects, and concepts of a society Culture
In social influence, Groups of individuals whose characteristic values and behavior are similar, but also differ, from those of the surrounding culture Sub-Culture
In psychological influences: perception, the process of selecting inputs to be exposed to our awareness while ignoring others selective exposure
In psychological influences: perception, an individual’s changing or twisting of information when it is inconsistent with personal feelings or beliefs selective distortion
In psychological influences: perception, remembering information inputs that support personal feelings and beliefs and forgetting inputs that do not selective retention
the consistent patterns of behavior that people show with regard to social situations (e.g. cognitive style) Personality
refers to our internal characteristics; Personality
refers to the external characteristics of how one lives lifestyle
An individual’s pattern of living expressed through activities, interests, and opinions Lifestyle
the consumer selects products and stores that correspond to their self-concept Image congruence hypothesis
In personality trait examples, Dogmatism is open/closed mindedness
In personality trait examples, ability to look to others for clues on how to behave Self-monitoring
In personality trait examples, Need for cognition is Pleasure from thinking
In personality trait examples, Innovativeness is Have to have latest
In personality trait examples, Materialism is Need to possess
In personality trait examples, Compulsive consumption is Have to spend it
In personality trait examples, Variety/Novelty seeking is Different experiences
a need (biogenic or psychogenic) that is sufficiently pressing to drive a person to act A motive
in personality of color, Respect, authority Blue
Powerful, informal – bright Orange
Secure, natural Green
Hot, strong – food smells better Red
Relaxed, masculine Brown
Purity, goodness – Low calories White
Power, mystery – high-tech Black
Wealthy, stately – premium priced Platinum, Silver/gold
Represent the knowledge a consumer has about objects, their attributes, and their benefits provided, both Objective/subjective Beliefs
In attitude formation, If highly motivated/involved, people likely use what processing control-route
In attitude formation, If not highly motivated, what processing is used peripheral-route
Can I predict your behavior based on your beliefs and normative influences?Also called the Behavioral Intentions Model theory of reasoned action
Belief about the consequences of act, Evaluation of the consequences of an act, attitude forward the act is what kind of influence? Internal influence (Act)
Normative belief, motivation to comply with this significant person is what kind of influence? External influence (SN)
Behavior (B)results from the formation of what? specific intentions to behave (BI)
Act is belief about consequences(bi) x (evaluation of consequences (ei))
SN is belief of important people NBj)) x (motivation to comply (MCj))
When do attitudes predict behavior? Involvement/effort, Knowledge, Confidence, and Peer pressure is high
The systemic design, collection, analysis, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities Marketing Research
In the purpose of marketing research, gathering and presenting tactual statement is descriptive
In the purpose of marketing research, Explaining data is diagnostic
In the purpose of marketing research, attempting to estimate the results of a planned marketing decision is predictive
benefits of market research spend 11.5 million dollars every year
is perceived meanings of data collected from the study of consumer behavior. Customer Insight (from data to insight (attract and retain))
in problem definition, A broad-based problem that requires marketing research in order for managers to take proper actions Management Decision Problem
in problem definition, Determining what information is needed and how that information can be obtained efficiently and effectively. Marketing Research Problem
in problem definition, The specific information needed to solve a marketing research problem; the objective should provide insightful decision-making information. Marketing Research Objective
an overall plan for obtaining information needed to test a specific hypothesis is: research design
the research technique produces almost identical results in repeated trials is: Reliable
the research method measures what it is supposed to measure Valid
the sample is similar to the population we’re interested in Representative
what type of research data it is , if Information collected first hand specific to your purpose. Surveys, interviews, experiments Primary Data
what type of research data it is , if Information previously collected. and it is Census data, internet sources Secondary Data
In Research Design Categories, it is Sheds light on problem – suggest solutions or new ideas (focus groups) or just take action to the problem Exploratory
In Research Design Categories, Determines magnitude or defines what can you do Descriptive
In Research Design Categories, Tests hypotheses about cause- and-effect relationships or why you do it Explanatory
The most qualitative Research Design Categories is : Exploratory
The most quantitative Research Design Categories is : Explanatory
The study of human behavior in its _natural context, involves observation of behavior and physical setting Ethnographic Research
In designing the research project's Measurement Scales, which is about Yes-No; Male-Female Nominal
In designing the research project's Measurement Scales, which is about Indicating level of education: High School, Some college, Bachelors, Graduate degree Ordinal
In designing the research project's Measurement Scales, which is about Measurement of distance/length Ratio
unstructured, word association, sentence completion designing the research project's question: Open-ended questions
true/false; yes/no question is what kind of designing the research project's question: Dichotomous
Dichotomous, Multiple choice, Scaled response questions is : Closed-ended questions
opinions of the following groups is what kind of scale (ex: extremely negative to extremely positive) Likert scale:
The scale of different objects that is easy to place the order yourself: Semantic Differential Scales
The market usually represents good sales potential for both the product and the brand High BDI High CDI
The product category shows high potential but the brand isn’t doing well the reason should be determined Low BDI High CDI
The category isn’t selling well but the brand is; may be a good market in which to advertise but should be monitored for sales decline High BDI Low CDI
Both the product category and the brand are doing poorly; not likely to be a good place to advertise Low BDI Low CDI
Learning your own culture Enculturation
Learning a new/foreign cultureTheory of Reasoned Action example Acculturation
Home society impacted by other cultures Reverse Acculturation
Corporate Social Responsibility (from low to high) economic, legal, ethical, philanthropic
in Strategic Philanthropy, The practice of linking products to a particular cause on an ongoing or short-term basis cause-related marketing
in Strategic Philanthropy, The specific development, pricing, promotion, and distribution of products that do not harm the natural environment green marketing
The adoption of a strategic focus for fulfilling the economic, legal, ethical, and philanthropic social responsibilities expected by stakeholders. Marketing Citizenship
In Ethical Development Levels, Based on what will be punished or rewarded Self-centered, calculating, selfish Preconventional Morality
In Ethical Development Levels, Moves toward the expectations of societyConcerned over legality and the opinion of others Conventional Morality
In Ethical Development Levels, Concern about how they judge themselvesConcern if it is right in the long run Postconventional Morality
More Childlike Ethical Development Levels is Preconventional Morality
MoreMore Mature Ethical Development Levels is Postconventional Morality
Production of uniform products that can be sold the same way all over the world Global Marketing Standardization
Same Product, Same Message One product , one message
Change Product, Same Message Product Adaption
Same Product, change Message Message Adaption
Change Product, change Message Product Invention
Sell domestically produced products to buyers in other countries Export
Legal process allowing use of manufacturing/patents/knowledge. Licensing
Private-label manufacturing by a foreign country Contract Manufacturing
Domestic firm buys/joins a foreign company to create new entity. Joint Venture
Active ownership of a foreign company/manufacturing facility. Direct Investment
is a written document that defines the operational and financial objectives of a business over a particular time, and defines how the business plans to accomplish those objectives Business Plan
Marketing Plan Should Have/Be Realistic , Achievable, Measured, Committed Resources, Clear Requirements
Business Plan is written to managers, investors, Stakeholders
is a document that includes an assessment of the marketing situation, marketing objectives, marketing strategy, and marketing initiatives. Marketing Plan
Marketing’s role Market analysis, Monitor results, How objectives will be achieved
Purposes And Significance Of The Marketing Plan Communicating the strategy to top executives is paramount
Written with senior leadership as primary audience, – Goals – Recommendations Executive Summary
Includes historical information on business and products, and the company’s core competencies and reason for existence Company description, purpose, and goals
Contains assessments of:- Customers- Competitors- Product portfolio- Distribution channels- Marketing environment Marketing situation
Anticipated outcome if marketing objectives are met. Forecasting
What actions should be taken to meet objectives. – Target market – Positioning – Marketing mix Marketing strategy
How to monitor progress toward meeting objectives? – Financial factors – Nonfinancial factor Measurement and control

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