For years Mark sold new cars, but he and his wife recently grew tired of city life and moved to a beach town. Now he sells costume jewelry (made by his wife) at an open-air market near the ocean. To be successful, what will Mark have to recognize about the difference between consumers' problem-solving processes for cars and costume jewelry?
Harley-Davidson knows that many of its customers today are professional people who want the pride of owning a Harley. Harley-Davidson also appeals to its more traditional market: cyclists who want a smooth, powerful ride. To be successful, Harley-Davidson needs to appeal to which type(s) of needs?
Fred's Heating and Air Conditioning Service is considering using the slogan, "We fix it the first time, every time." Why might this slogan be a bad idea if Fred wants to maximize postpurchase satisfaction? Create a better slogan for Fred.
Using automobiles as an example, explain the differences between universal, retrieval, and evoked sets, and identify the one that is most important to marketers.
Tomas, a bank employee, doesn't feel that his coworkers accept him. He decides to dress more casually, as they do, hoping to be accepted. Which level of Maslow's hierarchy of needs is Tomas trying to work on?
Marketers believe that the decision-making process begins with a consumer's need recognition. Not everyone agrees. How would you answer critics who believe marketers can force people to buy things they don't want?
While on vacation, Martha had her camera stolen. Not wanting to waste vacation time shopping for a new camera, Martha simply purchased another camera just like her old one. For Martha, the ________ was low.
Some websites allow consumers to shop while getting opinions from online friends. Which of the influences on the consumer buying process does this represent?
Jackson's place of business is rather fashion conscious. This fashion consciousness influences how he dresses and where he shops. It also reflects the business's
"Black Friday," as the day after Thanksgiving has come to be known in the United States, is a day marked by many special deals in most retail stores, including deep-discounted products available in limited quantities, called "doorbusters," and designed to get shoppers into the store. But one danger of running out of the doorbuster deals is that a shopper may become angry or discouraged at failing to get the special item, and decide not to do any more shopping. This is an example of the impact of ________ on the consumer decision process.
There are five types of risks associated with purchase decisions. Which of the following best describes a situation where your new car stalls in the middle of a busy intersection?
Thanh has to decide which college to attend. This will be the most important, riskiest, and expensive decision she will ever made. She will be engaged in
Where Caroline grew up, everyone knew everyone else, no one locked their doors, and a person's word could be trusted. When she went to work in another part of the country, she was surprised by how few people had similar values and beliefs. Caroline had to adjust to ________ differences.
A consumer's buying decision depends on the consumer's level of involvement or degree of interest in the product or service. A(n) ________ consumer pays greater attention and engages in deeper processing, which leads to strong attitudes and purchase intentions.
Last semester, Henri bought his textbooks over the Internet and saved a considerable amount of money. Classes start in a few days, and he needs to decide right away how and where to purchase his books. Henri will most likely engage in a(n) ________ process.