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MKTG 371 Quiz 1. Questions And Virified Answers
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MKTG 371 Quiz 1. Questions And Virified Answers MKTG 371 Quiz 1. Questions And Virified Answers MKTG 371 Quiz 1. Questions And Virified Answers
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MKTG 371 Quiz 1Recency Effect - The last thing the viewers see in an ad
Primacy Effect - The branding is in the very beginning of an ad
What is a consumer (B2C) - One who identified a need or desire, obtains the product, and then
disposes the product
Consumer sequence of events - Influencer, decision maker, purchaser, user
Consumer Behavior - Applied social science that focuses on how consumers make decisions, interact
with, and understand products (cyclical)
What does consumer behavior reflect - The totality of the processes involved in consumer's
decisions in respect to the selection, acquisition, consumption, and disposition of goods, services,
ideas and/or experiences to satisfy needs and desires
More than just buying - acquiring, buying, leasing, trading, borrowing, gift giving, finding, stealing
Functional / symbolic use - functional -- water bottle carries liquid
symbolic -- trendy, environmental friendly, support hydration
disposing - throwing away, giveaway, recycle, ebay
More than just goods - a product, service, activity or idea offered by an organization
Common mistake - Use of intuition, and common sense. Intuition and introspection do not always
provide real insight
Why do we need to gather data - Understand the customer
fit our products to their needs and desires
, able to tailor to customer
develop better marketing strategies
Basic vs. applied research - Basic - research to understand consumer behavior or marketing in
general (academic)
Applied - research directed at a specific problem at a specific organization (corporation)
Primary vs. secondary data - primary - collected specifically for current purpose, could be internal or
external
secondary - collected for some other purpose (collect first)
pros and cons of secondary data - pro - time savings, low cost
con - may be outdated, not as specific, not collected for you
depth interviews - used for exploratory research
one on one
30-60 mins
preplanned questions with allowance for follow ups as needed
not qualifiable
focus group - a group of 6-10 respondents discuss a marketing problem by responding and reacting
to eachother
led by a trained moderator who asks participants to discuss a product concept or other marketing
stimulus
the moderator is not involved in the conversation
observational research - a technique in which researchers observe how consumers behave in real-
world surroundings
natural or artificial settings
most useful when investigating complex social settings; less useful for studying well defined
hypotheses under specific conditions
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