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, marketingstrategy, and marketing initiatives. |
Marketing Plan |
Marketing’s role |
Market analysis, Monitor results, How objectives will be achieved |
Purposes And SignificanceOf 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 |