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Unformatted text preview: : CB&E Model Customer OBJ: 06-6 TOP: AACSB Reflective MSC: BLOOMS Application 138. Refer to College Decision. Juan’s parents and friends would be classified as _____ factors
influencing his decision.
Social factors influencing the consumer decision-making process include reference groups (which
friends would be part of), opinion leaders, and family.
KEY: CB&E Model Customer OBJ: 06-6 TOP: AACSB Reflective MSC: BLOOMS Application 139. Refer to College Decision. Juan’s friends might influence him to go to the local community
college. What type of reference group characterizes his friends?
ANS: B Primary reference groups, a type of direct reference group, include all groups with which people
interact regularly in an informal, face-to-face manner, such as family, friends, and coworkers.
KEY: CB&E Model Customer OBJ: 06-6 TOP: AACSB Reflective MSC: BLOOMS Application 140. Refer to College Decision. Juan’s parents’ opinion that he will get a better education if he attends
a prestigious school rather than a community college is an example of:
Selective distortion is a process whereby a consumer changes or distorts information that
conflicts with his or her feelings or beliefs.
KEY: CB&E Model Customer OBJ: 06-8 TOP: AACSB Reflective MSC: BLOOMS Application ESSAY
1. Why do marketers study consumer behavior?
Consumers’ product and service preferences are constantly changing. Marketing managers must
understand these desires in order to create a proper marketing mix for a well-defined market. So it
is critical that marketing managers have a thorough knowledge of consumer behavior, which
describes how consumers make purchase decisions and how they use and dispose of the
purchased goods or services. The study of consumer behavior also includes factors that influence
purchase decisions and product use.
KEY: CB&E Model Customer OBJ: 06-1 TOP: AACSB MSC: BLOOMS Synthesis 2. You have decided to work all summer to save money for the ultimate $2,000 HD television with
surround sound. Trace the steps of your decision process for purchasing your new television.
For this high-involvement decision process, you would use extensive decision making and go
through the following steps:
NEED RECOGNITION. Your present
television has wavy lines and poor sound
quality, and you desire a new television set.
INFORMATION SEARCH. You check both
internal and external sources of information, 3. 4.
5. PTS: 1
KEY: CB&E Model Customer such as your own knowledge, opinions of
peers, information from magazines, and the
advice of television sales personnel.
EVALUATION OF ALTER...
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- Fall '13