Consumer Behavior Proctored Final Examination

Consumer Behavior Proctored  Final Examination
 
Part A Answer each of the following questions Each answer is worth 2O  point:s
 
of  IO to  2O sentences.
 

1.	Explain what is missing from a focus on consumer research limited anly to the United States, Canada, and Japan?

2.	Imagine that you have two alternative market segments. They're different only in their incli- nation to information search. Segment A does a great deal of information searching during decision making. The people in Segment B are much less active in their search behaviors. Why would both segments be good target markets? How would marketing activities direct- ed toward each segment differ?

3.	How can a marketer make effective use of each of the following American core values: material well-being, saving time, and honesty?

Part B- Answer each of the following items in two or three sentences. Each response is worth  four points.

1. Why are all of the following decisions legitimate topics of concern in the study of con- sumer behavior: selecting a college, purchasing a life insurance policy, smoking a ciga- rette, selecting a place of worship, selecting a dentist, visiting an auto showroom to see new models, or purchasing a book?







 
PE1062(0606)


 
 
2. The customers of a competitive food product rated their own brand (brand A), your brand (brand B), and another competitor (brand C) in the following manner:
good tasting C: A: B:	:	:	: poor tasting high in nutrition C:		: A: B: low in nutrition expensive C:	: A:		: B: inexpensive
easy to cook	: B: A:	:	: C: difficult to cook

What conclusions can you draw from this information?

 
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Why does the term culture create confusion about its meaning?

When a consumer thinks about store location, what exactly is that consumer thinking about?

An orange grower sponsors an advertising campaign that stresses the nutritional advan- tages of regularly consuming some form of orange juice. What kind of need recognition is that grower trying to draw out of consumers? What consumer states will the campaign need to change?

To those who research consumer behavior, what is the difference between a culture and a set of values?

What is the difference between wealth and income? Which is the better indicator of social class?

When families make purchases, is the influencer the same person as the decider? Explain your answer. What, if any, is the difference?

Listed below are a few tips for designing yellow pages adapted from a list that appeared in
Link, a trade magazine for the yellow pages industry:
a.	It's OK to use black ink if you do it wisely.
b.	Use irregular borders to draw users away from your cookie-cutter competitors.
c.	Words with a little space around them are more likely to be read.

Identify the principles for gaining attention that are reflected in these tips.

Consider the print ad for the Isle of Capri Casino, in which the copy reads, “Isle have fun. Isle get lucky. Isle get rich." Explain how this ad could increase memory of the casino‘s name.