UGA MARK Exam 1 Grantham
• MRKT3000
Affective Component - ANSWER-Affective Component A component of attitude that reflects what a person feels about the issue at hand-his or her like or dislike of something
.American Marketing Association Code of Ethics - ANSWER-American Marketing Asso...
Affective Component - ANSWER-Affective Component A component of attitude that reflects what a
person feels about the issue at hand-his or her like or dislike of something
.American Marketing Association Code of Ethics - ANSWER-American Marketing Association Code of
Ethics Generally accepted code in marketing, flows from general norms of conduct to specific values,
subareas within marketing have their own code of ethics to deal with specific issues
.Attitude - ANSWER-Attitude A person's enduring evaluation of his or her feelings about and behavioral
tendencies toward an object or idea: consists of three components: cognitive, affective, and behavioral
.B2B (business to business) - ANSWER-The process of selling merchandise, or services from one business
to another
.B2C (business to consumers) - ANSWER-B2C (Business-to-consumers) The process in which businesses
sell to consumers
.Baby Boomers - ANSWER-Baby Boomers People born after WWII, between 1946-1964
.Basic Business Values - ANSWER-Basic Business Values Consumer has right to safety, to be informed, to
choose, and to be heard
.Behavioral Component - ANSWER-Behavioral Component A component of attitude that comprises the
actions a person takes with regard to the issue at hand
, .Behavioral Segmentation - ANSWER-Behavioral Segmentation A segmentation method that divides
customers into groups based on how they use the product or service. Some common behavioral
measures include occasion and loyalty
.Benefit Segmentation - ANSWER-Benefit Segmentation The grouping of consumers on the basis of the
benefits they derive from products or services
.Business Ethics - ANSWER-Refers to a branch of ethical study that examines ethical rules and principles
within a commercial context, the various moral or ethical problems that might arise in a business
setting, and any special duties or obligations that apply to persons engaged in commerce
.C2C (consumer to consumer) - ANSWER-C2C (consumer-to-consumer) The process in which consumers
sell to other consumers
.Caveat Emptor - ANSWER-Let the buyer beware
.Cognitive Component - ANSWER-Cognitive Component A comment of attitude that reflects what a
person believes to be true
.Compensatory Decision Rule - ANSWER-good characteristics compensate for bad ones; Decision made
on multiple criteria
.Concentrated Targeting Strategy - ANSWER-Concentrated Targeting Strategy A marketing strategy of
selecting a single, primary target market and focusing all energies on providing a product to fit that
market's needs
.Consumer Bill of Rights - ANSWER-Consumer Bill of Rights established four basic rights; the right to
safety, the right to be informed, the right to choose, and the right to be heard.
.Consumer Decision Process - ANSWER-Consumer Decision Process Need Recognition⇒Info
Search⇒Alternative Evaluation⇒Purchase⇒Post Purchase
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