THE BUYERS DECISION PROCESS AND HOW IT AFFECTS HIS OR HER BEHAVIOR 3 Consumer

The buyers decision process and how it affects his or

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THE BUYER’S DECISION PROCESS AND HOW IT AFFECTS HIS OR HER BEHAVIOR 3. Consumer purchases are strongly influenced by many factors the marketer cannot control. __________ is a factor that the marketer can control. PROMOTIONAL 4. The most basic cause of a person's wants and behavior is his ________, which is learned from childhood. CULTURE 5. A child in which of the following cultures normally learns or is exposed to the following values: achievement and success, freedom, individualism, hard work, activity and involvement, efficiency and practicality, material comfort, youthfulness, and fitness and health? UNITED STATES 6. Marketers are always trying to spot ________ so as to discover new products that might be wanted by buyers. One of these is the growing concern among consumers about their health and fitness, which has created a great opportunity for flavored vitamin waters. CULTURAL SHIFTS 7. Each culture contains smaller groups of people with shared value systems based on common life experiences and situations. These smaller groups, identified as ________, include nationalities, religions, racial groups, and geographic regions. They often make up important market segments. SUBCULTURES
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8. Hispanics represent a large, fast-growing market. The nation's more than 55 million Hispanic consumers will account for 11% of the nation's total buying power by 2015, but they do vary in buying behavior from the mainstream American public. Which of the following statements is true about the Hispanic consumer? Hispanics are more active on mobile and social networks than other segments, making digital mediums ideal for reaching this segment 9. Which subcultural American market segment is more price conscious than other segments? 10. Which subcultural market segment is the most affluent demographic segment? 11. Social classes, society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors, are not determined by a single factor but are measured as a combination of other variables. ________ does not factor into the equation when it comes to calculating social class. SUBCULTURE 12. Many small groups have a direct influence on a consumer's behavior. When one is not a member of the group but imagines he is a member of the group to which he wants to belong, it is considered a(n) ________ group. ASPIRATIONAL 13.Marketers of brands that are subjected to strong group influence must figure out how to reach ________, people within a reference group who exert social influence on others. Because consumers listen to these influential consumers, marketers try to create ________ using them to serve as "brand ambassadors" who spread the word about brands. OPINION LEADERS; BUZZ
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