Unformatted text preview: cts, of that behavior. Personality and lifestyle are examples of
individual factors. Knowledge and motivation are examples of psychological factors.
KEY: CB&E Model Customer OBJ: 06-5 TOP: AACSB Reflective MSC: BLOOMS Application 134. Refer to Interface. Influencing consumers that petroleum-based carpeting is bad for the environment and that the new fibers are better for the environment will involve which attitudechange strategy by marketers?
Change the belief about all other attributes but
Change the relative importance on beliefs
about this attribute
Change the product
Use comparative ads
Get consumers to recognize a need
The three attitude-change strategies are changing beliefs about attributes, changing the
importance of beliefs, and adding new beliefs. This is an example of changing the importance of
beliefs about petroleum-based carpeting.
KEY: CB&E Model Customer OBJ: 06-8 TOP: AACSB Reflective MSC: BLOOMS Application College Decision
Juan is a senior in high school and is deciding which university to go to after he graduates. He has
received several pieces of mail from local universities with information on scholarship
opportunities because he has a good GPA and a high ACT score. He and his parents have visited
several schools and have talked to advisors regarding his chosen major of marketing. Juan is
thinking about going to the local community college where all of his friends are planning to go,
but his parents want him to go to a more prestigious school because they think he will get a better
135. Refer to College Decision. The direct mail pieces with scholarship information that schools are
sending to Juan are examples of which type of information sources?
Marketing-controlled information sources are a product information source that originates with
marketers promoting the product.
KEY: CB&E Model Customer OBJ: 06-2 TOP: AACSB Reflective MSC: BLOOMS Application 136. Refer to College Decision. Juan has narrowed his decision down to three schools. These schools
comprise Juan’s _____ set.
awareness e. evoked ANS: E
An evoked, or consideration, set is a group of brands, resulting from an informant search, from
which a buyer can choose.
KEY: CB&E Model Customer OBJ: 06-2 TOP: AACSB Reflective MSC: BLOOMS Application 137. Refer to College Decision. One person from whom Juan has sought advice is his school guidance
counselor, Mr. More. Mr. More is respected by students and parents alike and knows a lot about
the schools Juan is considering. Mr. More can be considered a(n):
An opinion leader is an individual who influences the opinions of others.
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This document was uploaded on 09/29/2013.
- Fall '13