19 terms

PSU marketing 221 exam 2 CHAPTER 5

________ is never simple, yet understanding it is the essential task of marketing management.
Consumer buying behavior
4 p's of marketing
product, place, promotion, price
a. Hard to see inside their head, marketers spend a lot of time and money to figure out what makes consumers tick
b. Buyer's Characteristics
c. Buyer's Decision Process
black box
Each culture contains smaller ________, or groups of people with shared value systems based on common life experiences and situations.
________, the fastest-growing U.S. demographic segment, now number more than 46 million.
MAture consumers do all of this
The best strategy is to appeal to their active, multidimensional lives.

They are an ideal market for "do-it-for-me" services.

High-tech home entertainment products appeal to them.
They are good candidates for cosmetics and personal care products.
Which of the following is NOT true of mature consumers?
They place more importance on brand names and are more brand loyal than members of other age groups are.
Which statement is true regarding social class in the United States?
Social classes show distinct product preferences in clothing and automobiles.
________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert influence on others. - Direct:
o Primary: Co-workers, friends, family
o Secondary: professional associations, religious groups
- Indirect:
o Aspirational: not a member, but you aspire to be
• Ex: I aspire to be a graduate of PSU
o Dissociative: Not a member, and do not want to be
opinion leaders
Companies who use brand ambassadors are participating in ________.
buzz marketing
A ________ consists of the activities people are expected to perform according to the persons around them.
________ is a person's pattern of living as expressed in his or her psychographics, including his or her activities.
________ refers to the unique psychological characteristics that lead to relatively consistent and lasting responses to one's own environment. It is usually described in traits such as self-confidence, dominance, sociability, autonomy, defensiveness, adaptability, and aggressiveness.
A person's buying choices are influenced by four major psychological factors.
motivation, perception, belief, learning
A person's buying choices are influenced by four major psychological factors. Which is NOT one of these factors?
alternative evaluation
The term ________ refers to qualitative research designed to probe consumers' hidden, subconscious motivations.
motivation research
What is the LEAST pressing in Maslow's Hierarchy of Needs?
self- actualization needs
A Brand Ambassador is a person employed by a company to be the sales rep and physical representative of the company with respect to sales and marketing. The Brand Ambassador is meant to embody the corporate image in appearance, demeanor, values, and ethics.
brand ambassador
buzz marketing
word of mouth marketing