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KEY: CB&E Model Customer OBJ: 06-6 TOP: AACSB MSC: BLOOMS Synthesis 10. List and briefly describe the five different roles various family members can play to influence the
purchase decision-making process when deciding on a family vacation.
INITIATOR. The person who initiates or suggests the purchase process.
INFLUENCER. The person whose opinion is valued in the decision-making process.
DECISION MAKER. The person who actually makes the decision to buy.
PURCHASER. The individual who actually exchanges money for the product.
CONSUMER. The person who actually uses the product.
KEY: CB&E Model Customer OBJ: 06-6 TOP: AACSB MSC: BLOOMS Synthesis 11. Define self-concept. Choose a product (i.e., a good, service, or idea), and use that product to
illustrate how a marketer would apply the idea of self-concept to market the product.
Self-concept is how an individual perceives himself or herself in terms of attitudes, perceptions,
beliefs, and self-evaluations. Through self-concepts, consumers define their identity, which in
turn provides for consistent and coherent behavior. Self-concept is a combination of the ideal selfimage and the real self-image. For any product chosen, the marketer would promote the product
as a match to the real self-image or a support for attaining the ideal self-image. The concept of
self is important to marketers because it helps explain the relationship between individuals’
perceptions of themselves and their consumer behavior as expressed through their personalities.
For examples, marketers of deodorant develop promotional ads linking use of the product with
success and popularity.
KEY: CB&E Model Customer OBJ: 06-7 TOP: AACSB MSC: BLOOMS Synthesis 12. Define perception and describe the three types of selective perception. Use personal examples in
Perception is the process by which people select, organize, and interpret stimuli into a meaningful and coherent picture. There are three types of selective perception: SELECTIVE EXPOSURE is
the process whereby a consumer notices certain stimuli and ignores others. The consumer is
exposed only to those messages he or she wishes to process. SELECTIVE DISTORTION occurs
when consumers change or distort information that conflicts with their feelings or beliefs.
SELECTIVE RETENTION is the process whereby a consumer remembers only that information
that supports personal feelings or beliefs.
KEY: CB&E Model Customer OBJ: 06-8 TOP: AACSB MSC: BLOOMS Synthesis 13. Define each level of Maslow’s hierarchy of needs. For each of the five levels, briefly describe a
marketing message appealing to the need level.
PHYSIOLOGICAL NEEDS are the most basic level of human needs. These needs include food,
water, and shelter. Text examples include thirst-quenching Gatorade or satisfying hunger by
eating a hamburger. SAFETY NEEDS in...
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This document was uploaded on 09/29/2013.
- Fall '13