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Principles of Marketing

Chapter 3

Principles of MarketingChapter 3

Chapter 3

3.1 Knowledge Check

1.
c. Complex buying behavior involves high involvement in the buying decision and the perception of significant differences between brands.
2.
b. Marketing stimuli are those generated by the marketer and are comprised of the 4Ps of marketing—product, promotion, price, and place.
3.
d. Purchase timing is the outcome of the thinking that takes place in the buyer’s black box. Samantha is stimulated to buy the mattress during the holiday weekend in order to take advantage of the sale.
4.
b. Habitual buying behavior has low involvement in the purchase decision and doesn’t perceive much brand differentiation. If your regular brand isn’t available or another brand is on sale, you’ll probably buy the other brand.
5.
c. Consumer buying behavior encompasses the actions you take before buying a product or service.

3.2 Knowledge Check

1.
c. Situational factors influencing consumers are external factors that affect how consumers encounter and interact with a product, forming their opinions at that moment in time. Environmental factors such as aroma, lighting, music, and noise can either encourage or discourage the purchase of a product.
2.
a. Culture refers to the values, ideas, and attitudes that are learned and shared among the members of a group.
3.
b. The safety and security level of Maslow’s hierarchy of needs reflects the need to be safe from physical and psychological harm.
4.
d. Selective distortion is the tendency of people to interpret information in a way that fits their preconceived notions.
5.
b. The behavioral intention aspect of an attitude is what you as a consumer plan to do—buy the brand or not buy the brand.

3.3 Knowledge Check

1.
c. They are evaluating the “bundle of attributes” of each venue.
2.
a. Ra’Shana has detected a difference between her actual state (not having a functional car) and her desired state (having a car that runs).
3.
c. Having identified that he needs a new laptop, Jason is searching for more information about different laptops and their capabilities.
4.
b. Heuristics are types of preexisting value judgments that are used when people make purchase decisions.
5.
c. It appears that Nathan and his husband have already done an information search and are now evaluating their new car alternatives.
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