Exam I SG - MKTG 315 STUDY GUIDE for EXAM 1 This review...

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MKTG 315 STUDY GUIDE for EXAM 1 This review sheet, while not all-inclusive, is intended to provide a list of topics which should be familiar to you at this point in the course. Your understanding of these concepts will be of help to you on the exam. The exam will consist of 30-40 multiple-choice questions and several short-answer questions to help those who prefer writing out their answers. Questions will come from chapters, class discussions, videos and lectures. Questions will be a test of both your knowledge and your application skills , so be sure to know how concepts can be applied to real business situations. Chapter 1 How is Consumer Behavior defined? - Reflects totality of consumer’s decisions with respect to the acquisition, consumption, and disposition of goods, services, time, and ideas by (human) decision making units (over time) Examples of the 3 major consumer behaviors - Acquiring - buying represents one type of acquisition behavior, including ways of obtaining products and services. Includes leasing, trading, or borrowing - Using - usage at very core of consumer behavior, has symbolic implications for the consumer thus is imp for marketing strategies and tactics (influences other imp behaviors) - Disposing - how consumers get rid of an offering previously acquired What are the 4 domains of consumer behavior? - Psychological Core - Process of Making Decisions - Consumer’s Culture - Consumer Behavior Outcomes Why are reference groups important? - How is CB relevant to public policy/advocacy groups? - Consumers who are particularly concerned about ethical marketing form advocacy groups to create public awareness of inappropriate practices. They also influence other consumers and the targeted companies through strategies such as media statements/boycotts - Consumers also band together to form cooperatives (institutions where consumers minimize costs and control marketing practices by acting as both owners and consumers) - Lawmakers/public policy groups strive to protect consumers from unfair, unsafe, or inappropriate marketing practices - In protecting the right to be informed, consumer researchers investigate deceptive/misleading advertising. Pres Kennedy declared that consumers have the right to safety, to info, to choice, and to be heard. Chapter 2 Definition of surveys, interviews, focus groups, ethnographic research
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- Surveys : written instrument that asks consumers to respond to a predetermined set of research questions. Conducted in person, by mail, phone, or web. Can tell marketers about media usage and product purchases - Focus Groups : brings together groups of 6-12 consumers to discuss an issue or an offering. Led by a trained moderator, people express opinions about given product/topic, useful in identifying and testing new product ides - Interviews : involve direct contact with consumers like focus groups. More appropriate than FG when the topic is sensitive, confidential, or emotionally charged, provide more in-depth data than surveys when the researcher wants to pick the consumers brains. -
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Exam I SG - MKTG 315 STUDY GUIDE for EXAM 1 This review...

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