marketing test :: essays research papers

Ch 5 Consumer behavior- Processes a consumer expenditures to make purchase decisions, as well as to use and dispose of purchased goods or services. 5 travel to decision process- need recognition, information search, evaluation of alternative, purchase, post purchase behavior. destiny recog- result of an imbalance between actual and desired states. External stimuli is a pic, internal stimuli is a past experience, good or bad. Recognition of unrealized wants- when a product isnt performing properly, when consumer is running out of product, when other product is better than one being used. Info search- internal (memory) and international (tv). EVOKED SET (consideration set)- class of brands, resulting from an information search from which a purchaser can choose. Evaluation of alternatives- rank attributes by importance, analyze product attributes, use cut off criteria. Post purchase behavior- Cognitive dissonance interior tension that a consumer experiences after recognizing a n inconsistence between behavior and values or opinions. Consumers try to reduce dissonance by justifying their decision. Factors determining the level of consumer involvement- preliminary experience, interest, perceived risk of negative consequence, situation, social visibility. Underlying cultural, social, individual, and psychological factors strongly influence the decision process. Culture play deepest part of a persons consumer behavior, goal is pervasive, functional, learned, and dynamic, and the most defining element of a culture is values. Marketers are interested in social class for 2 reasons, Social class much indicates which medium to use for advertising, and knowing what products appeal to which social classes. consultation groups- a group in society that influences an individual purchasing behavior. Primary membership group- a reference group with which people interact regularly in an informal, face to face manner. Secondary membership group- A reference group wi th people associate less consistently and more formally that a primary such as a club, pro group or religious group. Aspirational reference group- A group that someone would like to join. Norm- A value or attitude deemed acceptable by a group. Reference groups have 3 implicatons- serve as info sources and influence perception, incite individual aspiration levels, their norms either constrain or stimulate consumer behavior. Ch 6 Business products- used to manufacture other products, become part of other product, aid the normal operations of an organization, are aquired for resale without change in form. cyberspace Marketing opportunities- increase efficiency, reduce cost, improve customer service, create 1to1 relationships, cut in new products, expand markets. Benefits of marketing on the net- lower prices, greater pick of products and vendors, access to customer and product sales data, around the clock say and customer service, lower cost, customized products.