Upgrade to remove ads
Only $35.99/year

Marketing Module 4

Terms in this set (20)

Marketing is crucial for triggering _______ cues within the consumer base.
External
Which of these is not a physiological need?
Beverage

Rest


Food


Safety

-- safety--
What is an example of a social need?
Relationships


Health


Food

Achievement

-- relationships --
Which of these factors does not influence how much time consumers spend searching for information?
Packaging
Needs and desires are preexisting and unchangeable.
false
Which of these is not part of the process of consumption?
Reverse Marketing
Sarah is on her way to a job interview when it suddenly starts to rain. Which of these purchase decision criteria is likely the biggest driver for her decision to buy an umbrella on her way to the interview?
urgency
What would be an objective attribute for the purchase of a first car?
gas mileage
Where do consumer expectations come from?
Other consumers (friends and family, etc)
What is the last stage of the Process of Consumption?
reaction
________ is defined as the set of products or services that comes to mind when a consumer recognizes a need.
consideration set
Two crucial questions consumers must answer after deciding to purchase a product are:
when and where
A business can attempt to increase its SOW for individual consumers by
increasing repeat business
Most evaluation with services takes place:
During and after consumption
How does business purchasing differ from consumer purchasing?
B2B purchasing requires a qualified expert
In Business-to-Business transactions, the main focus is on:
the customer relationship
SOW is defined as
The amount of a customer's spending captured by the business
The consumer experience is exactly the same for all consumers.
false
Anna has been promoted to Head of Advertising in her company's marketing department. The company currently allocates the same amount of money for advertising to individual consumers and advertising to businesses. Should Anna change this advertising budget, and if so, how?
Yes; she should give more money to B2C advertising
The consideration set for services is ________ when compared to the consideration set for products.
smaller
Students also viewed