KT2 Study guides, Class notes & Summaries

Marketing Quiz 2 A • Question 1 5 out of 5 points In a standard Product Life Cycle, it is likely that profits are nonexistent or negative (a loss) during the following phase: Correct Answer: introduction • Question 2 5 out of 5 points Your company decides to sell a product to a large share of a smaller, concentrated group of business customers. The strategy you are using is called: Correct Answer: niche marketing • Question 3 5 out of 5 points A name, term, symbol, or design (or a combinat...

Question Unit 4 quiz 2 Question 1 In a customer-driven marketing strategy, you select specific groups of customers whose needs your service can satisfy. What strategy are you using? market segmentation mass positioning market targeting differentiation Question 2 Your firm has decided to customize its goods and services to meet local market demands. What segmentation strategy is a good approach to use? geographic life style final consumer end-use social class education and occupation Question 3 C...

This summary includes all the topics you need in order to prepare for the exam MKT2- Module: Customer Experience. Main topics: Customer Experience and customer Journey, Consumer Behavior, Technology, Services, B2B

Key areas covered include: - Decision Making - Problem recognition - Information search - Evaluation of alternatives - Product Choice - Alternative perspectives on decision making - Buying and Having - Acquisition by buying - Situational influences - Types of consumer situations - Evoked set

Key areas covered include: - Attitudes - Intentions - The concept of attitudes - Formation of attitudes - Attitude consistency - Hierarchies of effect - Fishbein's multi attribute model of attitude - Theory of reasoned action

Key areas covered include: - Persuasion - Commitment to an attitude - The function of Attitudes - A model of communication - The source: Credibility, liability, attractiveness - The message - Message context and structure - The elaboration likelihood model - Celebrity endorsers - Message appeals - Functions of attitudes

Question Question 1 5 out of 5 points Which one of the following statements about direct marketing is true? Direct marketing rarely occurs on a one-to-one, interactive basis. Today's marketers use database marketing to promote their offerings through personalized communications to small target groups or even individual customers. Database marketing requires minimal initial investment beyond training personnel to code and mine data. Though direct mail permits high target-market selectivity and ca...

Key areas covered include: - The Motivation Process - Need recognition - Drive strength - Instinct, Drive, and Expectancy theories - Drive direction - Needs vs. Wants - Motivational Conflict - Hidden motives - Involvement - Ego involvement - Felt Involvement - Individual characteristics - Product characteristics - Situational influences - Intrinsic and situational self relevance

Important areas covered include: - Self concept - Consumption and self concept - Sex roles - Body image - Lifestyle segmentation - Segmenting Change and new values - Materialism - Real/Ideal self - Personality - Extended Self - Body Cathexis - Demographics

The following provides a summary of the perception concept of the Consumer Behaviour section of marketing. Key areas covered include: - Internal influences - Cognition and affect - The relationship between affect and cognition - Perceptual process - Sensory Systems - Sensory thresholds - Subliminal Persuasion - Attention - Perceptual selection - Interpretation - Inferences - Semiotics