Exam (elaborations)
Mark 310 Final (1)
- Course
- Management 310 KU
- Institution
- Management 310 KU
Exam of 5 pages for the course Management 310 KU at Management 310 KU (Mark 310 Final (1))
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Mark 310 Finalthe study of the processes involved when individuals or groups select, purchase, use, or
dispose of products, services, ideas, or experiences to satisfy needs and desires. Dynamic and
complex process. - ANS-consumer behavior
-Organizations must be consumer centric in order to succeed
-Consumption is a personal experience that
creates meaning
-Consumers can have a huge impact on the
well-being of society - ANS-Importance of consumer behavior
Initial trigger
active evaluation
moment of purchase
post-purcahse experience - ANS-consumer decision making
-is what makes us do what we do
-is an internal state that provides energy to
drive behavior, involving the processes that make
people do what they do - ANS-motivation
-are the "why" behind the "what"
-explain the "why" of consumer
behavior
-Understanding Consumer's ______ is the most important goal of marketing
-can be too personal or often unconscious
-They evolve over time - ANS-needs
Involvement is the perceived importance of an object
based on consumers' needs, goals and values - ANS-consumer involvement
• Personal characteristics
• Risk
• Emotional load
• Occasion
• Routine - ANS-what defines involvement?
is the term we use to refer to "the self"
- Comprised of the beliefs, feelings (self-esteem)
and judgments we hold about ourselves
- Based on self-awareness, experiences and
, feedback
- Referred to multiple sides of our personality/roles
(multiple selves)
- Develops since the day we are born, based on
our interaction with the environment (e.g., family,
friends, media, culture) - ANS-The self concept
who we believe we are, realistic appraisal of
what we have and what we don't - ANS-Actual self
who we would want to be, includes the attributes would we want to have - ANS-Ideal self
who we think we should be and who we think others want us to be - ANS-Ought self
who we think others see, basis for impression management - ANS-Looking glass self
what we use as an extension of ourselves - ANS-Extended self
is what makes us be the way we are - ANS-personality
-Consumers will buy products and brands consistent with who they believe they are
-Personality provides a more real and complete view of consumers - ANS-importance of
personality
Involves using data on consumer expenditures,
demographics, socioeconomic factors and geographic
information to classify households - ANS-geodemography
-are evaluations of everything around us
-are lasting evaluations of people (including oneself), objects, advertisements or issues -
ANS-attitudes
o Low-Involvement Hierarchy:
• 1. Cognition (low level)
• 2. Behavior
• 3. Affect (low level)
• 4. Attitude: based on behavioral learning process
o Experiential Hierarchy:
• 1. Affect
• 2. Behavior
• 3. Cognition
• 4. Attitude: based on hedonic consumption
o Standard learning hierarchy
• 1. Cognition
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