Question 1

Marketers often use the principles and theories from other disciplines to understand consumer actions and develop marketing strategies.What disciplines are most useful to marketers trying to understand consumer behavior?

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Question 2

Using examples,describe the difference between impulse buying and habitual decision making.

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Question 3

Provide two decision making examples: one of an occasion when a consumer might use a compensatory decision rule,and one when the consumer might use a noncompensatory decision rule.For each,briefly identify the characteristics of the decision that would make a compensatory or noncompensatory rule the best choice.Be specific.

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Question 4

Fred's Heating and Air Conditioning Service is considered using the slogan,"We fix it the first time,every time." Why might this slogan be a bad idea if Fred wants to maximize postpurchase satisfaction? Create a better slogan for Fred.

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Question 5

Harley-Davidson knows that many of its customers today are professional people who want the pride of owning a Harley.Harley-Davidson also appeals to its more traditional market: cyclists who want a smooth,powerful ride.To be successful,Harley-Davidson needs to appeal to which type(s)of needs?

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Question 6

Budweiser is well known for using humor in its ads for Bud Light beer.Which of the various factors affecting the consumer decision process are humorous ads like the Bud Light ads most likely to be attempting to influence?

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Question 7

Why should marketers not set unrealistically high consumer expectations?

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Question 8

At a convenience store,Brian bought a bag of chips he had never tried before.Driving down the road,Brian opened the bag,took a bite,and realized he had purchased pork rinds by mistake.Being a vegetarian,Brian tossed the chips away.Brian felt very little buyer's remorse and soon forgot about the experience.Why?

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Question 9

Larry operates a fishing resort in the Galapagos Islands.Few guests visit his remote island more than once,but Larry has his assistant e-mail recent customers each month to see how satisfied they were with their stay at his resort.Why would Larry spend effort on past customers if few guests come more than once?

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Question 10

Often,political candidates position themselves as "outsiders," not part of the establishment.These candidates assume that voters have a negative attitude toward incumbent politicians (i.e.,those currently in office).Describe three components of attitudes voters might have toward incumbent politicians.

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Question 11

What is the difference between a functional need and a psychological need? How can getting a college education fulfill both types of needs?

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Question 12

When Dee has business in Denver,she often goes out for a fancy meal.When deciding where to go,the only restaurants she usually considers are the local Thai restaurant and the elegant French restaurant.Do these two restaurants represent her universal,retrieval,or evoked set of choices?

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Question 13

Why are attitudes important in consumer decision making?

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Question 14

When Roger decides which airline to use to fly from Baltimore to San Diego,he considers the price,number of stops,and frequent flyer miles he will earn.All three factors are equally important to him.Is Roger using a compensatory or noncompensatory decision rule? Explain your reasoning.

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Question 15

Using automobiles as an example,explain the differences between universal,retrieval,and evoked sets,and identify the one that is most important to marketers.

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Question 16

How does the shopping situation affect consumer behavior?

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Question 17

Marketers believe that the decision making process begins with a consumer's need recognition.Not everyone agrees.How would you answer critics who believe marketers can force people to buy things they don't want?

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Question 18

After freshman year,Veronica wants to decide on a major.What internal and external sources of information will she use in help her in making a decision?

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Question 19

Whenever major golf professionals use a new piece of golf equipment,sales of that equipment jump rapidly.What type of social influence do PGA and LPGA professionals represent for average golfers?

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Question 20

Assume you are the manager of a resort property that is close to the mountains,to several recreational sites,and to a few luxury restaurants and stores.How would you manage customer expectations to enhance postpurchase satisfaction? Be specific.

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Quiz 6: Consumer Behavior