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Marketing Management - Iacobucci - Ch 4 Flashcards Start studying Marketing Management - Iacobucci - Ch 4. Learn vocabulary, terms and more with flashcards, games and other study tools. This set is often saved in the same folder as Marketing Management - Iacobucci - Ch 2. Quantitative Psychology.
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Consumers can be simple or complex. People are selective in their attention to environmental stimuli. Colors do not have any cultural meaning. The sound of a Mac versus a PC starting up is an example of how sound or music is important to marketers. Sight, sound, smell, taste, and touch are all used by marketers. Marketers use subliminal advertising all the time because they know it works very well.
An ad for dog treats on the side of the home page of dog. Learning is when associations of sights or sounds get stored in short-term memory after many repetitions. Powered by Cognero. Operant conditioning relies on behavior that is positively reinforced. Starbucks has a loyalty program that gives you a free drink after every five purchases.
This is an example of a fixed ratio reinforcement schedule. Copyright Cengage Learning. Utilitarian versus hedonic products means fulfilling needs versus wants. A risk-averse consumer may wish to try the newest product that the market has to offer. What motivates consumers is important to marketers. When it comes to beliefs and importance weights, marketers try to strengthen the importance of positive attributes of their brand through learning and appealing to consumer motivations that their brand satisfies.
When a consumer looks at the most important attribute of a brand first, and eliminates all brands that do not have this attribute, he is using a lexicographic approach. The sociocultural effects of social class and age affect how consumers respond to brands.
Old-monied people indulge in conspicuous consumption, such as buying a yellow Mustang, to show off their wealth. The current trend in age-related marketing has to do with marketing more toward the older, baby-boomer generation. It is pretty simple to market for various ethnicities and countries because they have similar perspectives. In China, some luxury brands sell well just before Chinese New Year. During the a. During the purchase phase for new skis, Larry creates a a.
Which phase of the purchase process generates word of mouth? Whether the buyer is a consumer or a business, the buying process is a. A item is something that is purchased without much thought before the purchase. A straight rebuy, like when the office needs more paper, is common for a. B2B b. B2C c. C2B d. The different types of purchases are different because a. Customer involvement is on a B2C specialty purchase. A customer would be more price sensitive when buying gum than when buying a.
A customer loyalty program for high-involvement products would take the form of a. Which products need to be widely available so the customer can pick them up without much thought?
If you are not in the market for a new house, you will most likely a. When do consumers want to learn more about a product? It creates customer involvement. The color is popular. The blue color is pleasing to the eye. Colors convey cultural meaning. In the United States, brides wear white because it symbolizes a. What type of music should be played in a retail store to encourage consumers to spend more?
Why are consumers willing to spend so much more for a Harley than a Honda motorcycle? Why do women who work the cosmetic counters in department stores wish to spray you with perfume?
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