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MKT 200- Test 2 | MKTG - Marketing Management, Quizzes of Marketing Management

consumer behavior, branding, segmentation the marketing plan Class: MKTG - Marketing Management; Subject: Marketing; University: Rider University; Term: Forever 1989;

Typology: Quizzes

Pre 2010

Uploaded on 11/02/2009

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TERM 1
Definition of Consumer Behavior
DEFINITION 1
the dynamic interaction of affect and cognition, behavior,
and the environment in which human beings conduct the
exchange aspects (product and service purchases of their
lives
TERM 2
3 categories of problem solving
DEFINITION 2
1. limited problem solving 2. significant problem solving 3.
routine response problem solving
TERM 3
limited problem solving
DEFINITION 3
occurs when a consumer is prepared to exert a certain
amount of effort to make a purchase decision can occur
when a consumer has considerable experience with a
category and then encounters a new product option
TERM 4
significant problem solving
DEFINITION 4
occurs when a consumer is prepared to commit considerable
effort to make a purchase decision occurs when a new
product is encountered that possesses characteristics that
cause a consumer to reflect on his or her current perceptions
of a category
TERM 5
routine response problem solving
DEFINITION 5
occurs when a consumer has a well-developed process
associated with fulfilling a need or want example: a
consumer purchasing a DVD from a series that they like
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Definition of Consumer Behavior

the dynamic interaction of affect and cognition, behavior, and the environment in which human beings conduct the exchange aspects (product and service purchases of their lives TERM 2

3 categories of problem solving

DEFINITION 2

  1. limited problem solving 2. significant problem solving 3. routine response problem solving TERM 3

limited problem solving

DEFINITION 3 occurs when a consumer is prepared to exert a certain amount of effort to make a purchase decision can occur when a consumer has considerable experience with a category and then encounters a new product option TERM 4

significant problem solving

DEFINITION 4 occurs when a consumer is prepared to commit considerable effort to make a purchase decision occurs when a new product is encountered that possesses characteristics that cause a consumer to reflect on his or her current perceptions of a category TERM 5

routine response problem solving

DEFINITION 5 occurs when a consumer has a well-developed process associated with fulfilling a need or want example: a consumer purchasing a DVD from a series that they like

steps in the consumer decision making

process

problem/ opportunity recognition information search evaluation of alternatives purchase decision post-purchase evaluation TERM 7

personal influences on Consumer Behavior

DEFINITION 7 self-identity personality lifestyle age and life stage vocation affluence TERM 8

psychological influences on Consumer

Behavior

DEFINITION 8 perception motivation attitudes/ beliefs learning TERM 9

definition of a brand

DEFINITION 9 a brand is a promise to deliver specific benefits associated with products or or services to consumers TERM 10

concept of brand equity

DEFINITION 10 the power of a brand, through creation of a distinct image, to influence customer behavior

functional positioning

based on the attributes of products or services and their corresponding benefits and is intended to communicate how customers can solve problems or fulfill needs (high quality) TERM 17

symbolic positioning

DEFINITION 17 based on characteristics of the brands that enhance the self- esteem of customers (physical appearance) TERM 18

experiential positioning

DEFINITION 18 based on characteristics of the brands that stimulate sensory or emotional connections with customers (feeling of joy) TERM 19

audience for a business plan

DEFINITION 19 investors and stakeholders TERM 20

sections of a marketing plan

DEFINITION 20 executive summary company description/ purpose/ goals marketing situation forecasting marketing strategy measurement and controls

criteria for successful marketing plan

realistic and achievable can be measured has committed and organizational resources for implementation the plan requirements are clear