SPMT 370 WALTEMYER UNIT 1 TEST EXAM QUESTIONS
AND ANSWERS WITH COMPLETE SOLUTIONS GRADED
A++
Course Behavior
is a dynamic process, that can involve many people, involves many decisions, and
involves consumer emotions
consumer behavior as a field of study
study of consumers as they go about the consumption process; the science of studying
how consumers seek value in an effort to address real needs
Segmentation Types
Behavior, Demographic, Psychographic
Behavior segmentation type
Need-based, discount, new, and potential
Demographic
Age, race/ethnicity, social class/income, sex/gender
Psychographic
Believer, Experiencer, Innovator, Impulsive, Socialite, Wanderer
Touchpoint
direct contacts between the firm and a customer
What affects consumer behavior?
, External influences, internal influences, decision making process, outcomes and issues
What are the approaches to studying consumer behavior?
Description, Explanatory, and Exploratory (Quantitative- survey/questionnaire
Qualitative- Ethnography, interviews, focus groups, secret shoppers)
What does STP stand for?
Segmentation, Targeting, Positioning
why is consumer behavior dynamic?
Economy, technology, and globalization
Consumer behavior theory
illustrates factors that shape consumption-related behaviors and determine the value
associated with consumption
What is consumption?
the process by which consumers use and transform products into value
Value=
benefits - costs
Utilitarian Value
a value derived from a product or service that helps the consumer solve problems and
accomplish tasks
Hedonic Value
value derived from the gratification that comes from some task
Total value concept (TVC)
practiced when companies operate with the understanding that products provide value
in multiple ways
AND ANSWERS WITH COMPLETE SOLUTIONS GRADED
A++
Course Behavior
is a dynamic process, that can involve many people, involves many decisions, and
involves consumer emotions
consumer behavior as a field of study
study of consumers as they go about the consumption process; the science of studying
how consumers seek value in an effort to address real needs
Segmentation Types
Behavior, Demographic, Psychographic
Behavior segmentation type
Need-based, discount, new, and potential
Demographic
Age, race/ethnicity, social class/income, sex/gender
Psychographic
Believer, Experiencer, Innovator, Impulsive, Socialite, Wanderer
Touchpoint
direct contacts between the firm and a customer
What affects consumer behavior?
, External influences, internal influences, decision making process, outcomes and issues
What are the approaches to studying consumer behavior?
Description, Explanatory, and Exploratory (Quantitative- survey/questionnaire
Qualitative- Ethnography, interviews, focus groups, secret shoppers)
What does STP stand for?
Segmentation, Targeting, Positioning
why is consumer behavior dynamic?
Economy, technology, and globalization
Consumer behavior theory
illustrates factors that shape consumption-related behaviors and determine the value
associated with consumption
What is consumption?
the process by which consumers use and transform products into value
Value=
benefits - costs
Utilitarian Value
a value derived from a product or service that helps the consumer solve problems and
accomplish tasks
Hedonic Value
value derived from the gratification that comes from some task
Total value concept (TVC)
practiced when companies operate with the understanding that products provide value
in multiple ways
