ISC Exam 1 Questions with Complete
Answers
know the steps in the consumer decision-making process and what happens at each
step - ANSWER-Decision-Making Process
Problem recognition (need to make sure it's not over done ex. Head and shoulders)
*Information search (address the problem, target audience- where are they most
likely to find information)
*Evaluation of alternatives (if it's something you haven't bought in a while then you'll
have alternatives that you are weighing and figuring out which is best for you)
Purchase decision (point of purchase- sales promotions to get people to buy a
product, extra push ex. coupons)
Postpurchase evauation
know and be able to apply to an ad the steps in Maslow's hierarchy - ANSWER-
Maslow's hierarchy
-physiological needs (help contribute, informing)
-Safety needs (insurance, keeping consumers safe)
-Social needs (feel like you belong)
-Esteem needs (show off your product like you're really cool-- luxury items)
-self -actualization needs (better for yourself- helping you to be the best person you
can be-- ex. Army or fitness commercials)
know the four attitude change strategies - ANSWER-attitude change strategies
-link the product to a goal or event (tie to a goal that your audience feels comfortable
about)
-add an important characteristic (add something to it)
-change perceptions of the competition (change how people about your competition)
-change perceptions of your product (change peoples minds about your product
w/out changing your product)
know what classical conditioning is in the context of ISC - ANSWER-Classical
conditioning
, -conditioned stimulus → conditioned response
-conditioned stimulus → unconditioned stimulus (auto response)
-unconditioned stimulus → conditioned response
know what reference groups are, and the different types of reference groups -
ANSWER-Reference groups (showing quest that will respond to each type of group)
includes individuals or groups that influence our opinions, beliefs, attitudes and
behaviors
-aspirational groups (many firms use athletes as spokespeople, and these represent
what many people would ideally like to)
-membership groups
-dissociative groups (ex: KKK)
-families
know the stages in the planning process and be able to explain (in general) what
happens at stage: brand business review - ANSWER-Brand Business Review
Update of where the brand is now
-relationship with customers/ prospects
-competitive framework (going out and making that research)
-new/ pending product improvements
-distribution changes
-legislative/ environmental pressures
know the stages in the planning process and be able to explain (in general) what
happens at step 1: behavioral databases - ANSWER-Step 1: Behavioral Databases
Means of developing customer understanding
-demographics
-psychographics
-behavior/ usage
-geography
Customer aggregation= groupings based on behavior
-present customers
-competitive customers
-emerging users
know the stages in the planning process and be able to explain (in general) what
happens at step 2: valuation - ANSWER-Step 2: Valuation
Purchase dynamics/ share of requirements
-whats currently happening: how much of this segment's business are we getting
now?
-what could be happening: how much could we be getting
Income flows: How much money do I get from this person?
know the stages in the planning process and be able to explain (in general) what
happens at step 3: creating/ delivering communications - ANSWER-Step 3: Creating/
Delivering Communications
Brand Knowledge
Answers
know the steps in the consumer decision-making process and what happens at each
step - ANSWER-Decision-Making Process
Problem recognition (need to make sure it's not over done ex. Head and shoulders)
*Information search (address the problem, target audience- where are they most
likely to find information)
*Evaluation of alternatives (if it's something you haven't bought in a while then you'll
have alternatives that you are weighing and figuring out which is best for you)
Purchase decision (point of purchase- sales promotions to get people to buy a
product, extra push ex. coupons)
Postpurchase evauation
know and be able to apply to an ad the steps in Maslow's hierarchy - ANSWER-
Maslow's hierarchy
-physiological needs (help contribute, informing)
-Safety needs (insurance, keeping consumers safe)
-Social needs (feel like you belong)
-Esteem needs (show off your product like you're really cool-- luxury items)
-self -actualization needs (better for yourself- helping you to be the best person you
can be-- ex. Army or fitness commercials)
know the four attitude change strategies - ANSWER-attitude change strategies
-link the product to a goal or event (tie to a goal that your audience feels comfortable
about)
-add an important characteristic (add something to it)
-change perceptions of the competition (change how people about your competition)
-change perceptions of your product (change peoples minds about your product
w/out changing your product)
know what classical conditioning is in the context of ISC - ANSWER-Classical
conditioning
, -conditioned stimulus → conditioned response
-conditioned stimulus → unconditioned stimulus (auto response)
-unconditioned stimulus → conditioned response
know what reference groups are, and the different types of reference groups -
ANSWER-Reference groups (showing quest that will respond to each type of group)
includes individuals or groups that influence our opinions, beliefs, attitudes and
behaviors
-aspirational groups (many firms use athletes as spokespeople, and these represent
what many people would ideally like to)
-membership groups
-dissociative groups (ex: KKK)
-families
know the stages in the planning process and be able to explain (in general) what
happens at stage: brand business review - ANSWER-Brand Business Review
Update of where the brand is now
-relationship with customers/ prospects
-competitive framework (going out and making that research)
-new/ pending product improvements
-distribution changes
-legislative/ environmental pressures
know the stages in the planning process and be able to explain (in general) what
happens at step 1: behavioral databases - ANSWER-Step 1: Behavioral Databases
Means of developing customer understanding
-demographics
-psychographics
-behavior/ usage
-geography
Customer aggregation= groupings based on behavior
-present customers
-competitive customers
-emerging users
know the stages in the planning process and be able to explain (in general) what
happens at step 2: valuation - ANSWER-Step 2: Valuation
Purchase dynamics/ share of requirements
-whats currently happening: how much of this segment's business are we getting
now?
-what could be happening: how much could we be getting
Income flows: How much money do I get from this person?
know the stages in the planning process and be able to explain (in general) what
happens at step 3: creating/ delivering communications - ANSWER-Step 3: Creating/
Delivering Communications
Brand Knowledge
