Our mission is to guide
and support people on
how to save money in
one area of their life in
hopes that they can
improve their finances
Investing into our future to
The company go
Kent Chemical Company
Kent Chemical Company a family found business
Founded in Kent, Ohio
Current President Luiz Morales
Founded in 1917
Founder Fisher family owns 10 percent of the
Kent Chemicals case
Minority Joint Ventures
By 2000 the company had expanded globally
2007 KCP held minority and majority stakes in m
Case study: Louis Vuitton
Louis Vuitton faced various problems preventing them from sustaining growth. One of
the problems they suffered from was multiple segments. The value of the Louis Vuitton brand
started to decline with havin
Chapter 2 Strategic Marketing Planning
1. Which of the following statements best describes the nature of a marketing
It clearly outlines the organizations
mission and vision.
It outlines how the organization will
C H A P TER 8
Learning O bjectives
What is motivation?
Behavioral concepts in motivation
Maslows hierarchy of needs
Financial and nonfinancial rewards
W hat is m otivation?
The desire to
Consumers can often be their own
worst enemies !
Consumers desires, choices, and actions often
result in NEGATIVE consequences to
themselves and / or to society.
Social pressures, a cultures value of money,
1. Which of the following values would be most critical for the success of a new anti-bacterial
grocery cart handle?
2. Which term describes consumers' purchase and use of automobiles, homes, yachts, clothes,
and so forth primarily to demonstr
Johnson College of Business and Economics
University of South Carolina Upstate
SBAD 351 Consumer Behavior
Fall, 2015 Online
Dr. Rosalind Corieri Paige
#245 George Bldg.
Spartanburg, SC 29303
EXAM #3 Study Guide / Exam Review
Consumer Behavior MKTG 351
Questions on the exam will be comprehensive from Chs. 1 15 in the required Consumer
Behavior textbook for this course.
Questions from Exam #1 and Exam #2 will be NEW questions, yet still coverin
Exam #2 Consumer Behavior
Chapter 6: Households
The Influence of household on Consumer Behavior
Types of households dont get real specific on this . . . this will be VERY general, common knowledge
The Household Life Cycle and how it influences
Review for Exam #1, Consumer Behavior MKTG 351
Note: This is just a brief overview and not the complete content of the textbook,
which is required reading. The Power Points are also not a complete presentation
of the content of the textbook. Neither an Ex
When an online ad is delivered to a person's computer based on
previous websites that person has visited, this is called:
Advertising which tries to develop selective demand for a specific
brand rather than a product catego
A pricing objective that seeks a specific level of profit is a:
Target return objective
may be legal if the firm can prove that different prices were set based on different
A discount that is offered to encourage bu
cost-oriented and demand-oriented price setting.
Average cost is obtained by dividing:
total cost by the related
If Wilkinson were to sell Norelco the exclusive rights to produce and sell
its brand of shavers in Japan for a 5 percent royalty on all sales, it
would be using:
Selling through only one wholesaler or retailer in a particular
Convenience (food) stores:
-try to earn better profits by high margins on a narrow assortment which turns over
_ sell hardware, jewelry, and sporting goods out of a
catalog to small industrial or retail customers that other wholesalers
Which of the following is the main type of "mass selling"?
The source deciding what it wants to say and translating it into words
or symbols that will have the same meaning to the receiver is termed
Which of the following is
Elise Noble works as a telephone salesperson for the Catalog Division
of JC Penney. Her primary job is to call customers with Penney charge
accounts to inform them about sale items and ask if they would like to
order the sale items. Which of the fo
Generally Speaking, strong brands are brands with a high degree of recognition and affinity in at
least one significant market segment.
Brands with loyal customers and with many customers will be considered strong. They have
both high brand equity and hig
Nivea Brand Discussion Questions
Through the optics of consumers, Nivea personifies a distinct perception of an all-inclusive
commodity that assuredly publicizes a stupefying depiction of its naturally-flawless, fresh,
trustworthy, soft, anti-aging, mu
The Industrial Market
Who is in the Industrial Market?
The industrial market (also called the producer or business market) consists of all the individuals
and organizations that acquire goods and services to use in the production of other products or
Industry Concept of Competition
An industry is defined as a group of firms that offer a product or class of products that are close
substitutes for each other. Economists define close substitutes as products with a high crosselasticity of demand. If the p
Consumer Markets and Buyer Behavior
The consumer market consists of all the individuals and households that buy or acquire goods
and services for personal consumption.
Consumers vary tremendously in:
Who are suppliers?
Suppliers are business firms and individuals who provide resources needed by the
company and its competitors to produce goods and services.
o Example: Hershey must obtain cocoa, sugar, cellophane, paper, and various other
The core concepts of Marketing
Marketing is a social and managerial process by which individuals and groups obtain what they
need and want through creating, offering, and exchanging products of value with others.
The definition of marketing rests on the f
Corporate Strategic planning
Corporate headquarters has the responsibility for setting into motion the whole planning process.
By preparing broad statements of mission, policy, and strategy, headquarters establishes the
framework within which the individu
Planning Marketing Programs
Company planners must not only formulate the broad business strategies to help the company
achieve its objectives but also must plan marketing strategies and tactics for specific products.
We define marketing strategy as follow