MKTG 355-Lucy Henke, Test 1 Questions With
Complete Answers
consumer behavior - ANSWER A process; planning, searching for, purchasing, using,
evaluating and disposing of goods and services by consumers
consumer - ANSWER Can be individuals or organizations; personal buys goods or services for
own use--end users
Organization buy products and services in order to run organization
marketing concept - ANSWER Is a consumer orientation with concern for the organization's
goals and for the interests of individuals, the society, and the planet
4 periods of the marketing concept - ANSWER Production orientation
Sales orientation
Marketing orientation
Social responsibility orientation
Consumer orientation - ANSWER Occurs because of increased competition, consumer choice,
and consumer power; your brand must be different from and better than the competition in
the mind of your target consumer
, Reasons for emergence of the consumer orientation in marketing - ANSWER consumers have
the POWER
brand differentiation - ANSWER Making brand stand out against competitors; positioning
USP - ANSWER unique selling proposition. will make consumer judge the brand as superior
and different from the available competing brands
Elements of strategic thinking - ANSWER 1.find prospect most likely to use your brand
2.differentiate brand from competition
3. Give the brand a unique selling proposition
positioning - ANSWER
3 stages in comprehensive information processing/cognitive model of consumer behavior -
ANSWER Input, process, output
Input stage - ANSWER Consumer values, attitudes, belief which affect perception, motivation,
behavior
What or who influenced you growing up?
How did you hear about product?
Complete Answers
consumer behavior - ANSWER A process; planning, searching for, purchasing, using,
evaluating and disposing of goods and services by consumers
consumer - ANSWER Can be individuals or organizations; personal buys goods or services for
own use--end users
Organization buy products and services in order to run organization
marketing concept - ANSWER Is a consumer orientation with concern for the organization's
goals and for the interests of individuals, the society, and the planet
4 periods of the marketing concept - ANSWER Production orientation
Sales orientation
Marketing orientation
Social responsibility orientation
Consumer orientation - ANSWER Occurs because of increased competition, consumer choice,
and consumer power; your brand must be different from and better than the competition in
the mind of your target consumer
, Reasons for emergence of the consumer orientation in marketing - ANSWER consumers have
the POWER
brand differentiation - ANSWER Making brand stand out against competitors; positioning
USP - ANSWER unique selling proposition. will make consumer judge the brand as superior
and different from the available competing brands
Elements of strategic thinking - ANSWER 1.find prospect most likely to use your brand
2.differentiate brand from competition
3. Give the brand a unique selling proposition
positioning - ANSWER
3 stages in comprehensive information processing/cognitive model of consumer behavior -
ANSWER Input, process, output
Input stage - ANSWER Consumer values, attitudes, belief which affect perception, motivation,
behavior
What or who influenced you growing up?
How did you hear about product?
