Marketing Principles Study Guide Fall 2008 Exam 3 You Should Know: CHAPTERS: CB, Products 1 @ 2 (the chapter numbers will vary based upon the edition: Pay attention to the topics) a) b) c) d) e) f) g) h) i) j) k) l) m) Short answers: In a relatively short and concise response, explain clearly why it is important to marketers to understand what decisional mode a consumer is operating in when making a decision. Involvement levels and how that plays in and the decisonal mode rational five steps problem recognition, information search, evaluation, purchase , post purchase evaluation Experiental, behaivior, decisional Effect, behavior, belief Understanding factors that affect buying behaviors, marketers are in a better position to predict how consumers will respond to marketing strategies. These responses are important because they can help predict the firm s success. Buying behavior is the decision processes and acts of people involved in buying and using products. There are different involvement levels in the decision model for the buying process that consumers use when trying to buy a product or not. First, they use problem recognition to understand the difference between their current and desired state. Second, the customer searches for information both internally and externally to help satisfy this need. Third, the customer evaluates his alternatives for the product to use. Fourth, he purchases the product based on his evaluation and set of circumstances. Last, he uses a post-purchase evaluation to analyze if the product fulfilled its promise. These customers can be influenced also behaviorally and experientially. Environmental forces that propel the customer to make purchases that he may not necessarily have made influence a customer behaviorally. Once this customer behaves, or purchases, the behavior affects his beliefs about the product, which then affects his general attitude. Experiential influence proposes that in some instances buying results from the consumer s need for fun or create certain emotions. Here, the Product Concepts Classifying Products Product Line and Product Mix Life Cycles Product Adoption Process <a href="/keyword/new-product-development/" >new product development</a> Positioning and repositioning (note: some editions of the text put this in segmentation..it fits better in products) Product deletion What are consumer problem solving processes? What is involved in the consumer buying process What are decisional, experiential &amp; behavioral influence What are the linkages between attitude, behavior and belief (within the perspectives above) Situational and psychological and social influences on the buying decision process customer s attitudes affect their behaviors when then affect their beliefs.