Marketing Ch 5

  1. Define buyer behavior.
    The buying behavior of final consumers–individuals and households that buy goods and services for personal consumption
  2. Define market.
    All the individuals and households that buy or acquire goods and services for personal consumption
  3. What does the marketing stimuli consist of?
    • -product
    • -price
    • -place
    • -promotion
  4. What are the “other” stimuli marketing consist of?
    Include major forces and events in the buyer’s environment: economic, technological, political, and cultural.
  5. Explain buyer’s black box.
    It’s very difficult to “see” inside the consumer’s head and figure out the whys of buying behaviors (that’s why it’s called the black box). Marketers spend a lot time and dollars trying to figure out what makes customers tick.
  6. What are the cultural factors that influence consumer
    • -culture
    • -subculture
    • -social class
  7. Define culture.
    The set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions
  8. Define subculture.
    A group of people with shared value systems based on common life experiences and situations.
  9. What do subcultures include?
    • -nationalities
    • -religions
    • -racial groups
    • -geographical regions
  10. What are the four important subculture groups?
    • -Hispanics
    • -African American
    • -Asian American
    • -mature consumers
  11. What are the differences between Hispanic consumers and the mainstream buying public?
    Hispanic consumers tend to buy more branded, higher-quality products–generics don’t sell well to this group. They tend to be deeply family-oriented and make shopping a family affair–children have a big say in what brands they buy. Hispanics, particularly first-generation immigrants, are very loyal, and they favor companies who show special interest in them.
  12. What are the differences between African American consumers and the mainstream buying public?
    The U.S. black population is growing in affluence and sophistication. Although more price conscious than other segments, blacks are also strongly motivated by quality and selection. Brands are important. Black consumers seen to enjoy shopping more than other groups. Black consumers are also the most fashion conscious of the ethnic groups.
  13. What are the differences between Asian American consumers and the mainstream buying public?
    Asian Americans are the most affluent U.S. demographic segment. They are the second-fastest growing population subsegment after Hispanics. Asian consumers may be the most tech-savvy segment–more than 90 percent of Asians Americans go online regularly and are most comfortable with Internet technologies. Asian consumers shop frequently and are the most brand conscious of all the ethnic groups.
  14. Define Social Class.
    Relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviors. It is measured as a combination of occupation, income, education, wealth, and other variables
  15. What are the social factors that influence consumer behavior?
    • -reference groups
    • -family
    • -roles and status
  16. Define group.
    Two or more people who interact to accomplish individual or mutual goals
  17. What is a membership group?
    Groups that have a direct influence and to which a person belongs
  18. What is a reference group?
    They serve as direct (face-to-face) or indirect points of comparison or reference in forming a person’s attitudes or behaviors
  19. Define Opinion leader.
    Person within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts social influence on others
  20. Define online social networks.
    Online social communities–blogs, social networking Web sites, or even virtual worlds–where people socialize or exchange information and opinions
  21. What is the most important consumer buying organization in society?
  22. What does a role consist of?
    A role consists of the activities people are expected to perform according to the persons around them.
  23. Define status.
    Each role carries a status reflecting the general esteem given to it by society
Card Set
Marketing Ch 5
Test Review-Chapter 5