1. Why is knowledge of consumer behavior important to the
marketer?Knowledge of consumer behavior important to the marketer
because it can lead to better marketing decisions.2. What stages
does the buying decision process of the consumer consist of?(1)
Problem recognition; (2) Consumer information; (3) evaluation of
alternatives; (4) purchase; and (5) post-purchase evaluation.3.
What happens when the consumer performs an internal search of
information?The consumer scans his memory for experiences with
products that he thinks will satisfy his need.4. How is the
consumers satisfaction level derived?It is a result of comparing
expectations about the product against performance as perceived by
the consumer.5. What is meant by selective exposure?Selective
exposure happens when a person pays attention only to messages that
are not against his attitudes and beliefs.6. How are attitudes
formed?Attitudes are not formed easily. It takes many years to
develop them through a learning process which are affected by (1)
family influences; (2) peer group influences; (3) information; (4)
experience; and (5) personality.7. Why are opinion leaders expected
to influence consumers?It is because opinion leaders are believed
to be experts in their respective interests.8. What are the ways by
which consumers learn to buy?(1) Through interaction with other
people; and (2) through their own personal experiences.9. Why is
social class an important factor in consumer buying behavior?It is
because the consumers social class is a big influence on his buying
behavior. Social class refers to a group of people who have
approximately equal position as viewed by others in the society.10.
What are reference groups?Reference groups are groups of people
that are looked upon by concerned members when forming attitudes
about particular topics.
Exercises:
I. II. Fill in the Blanks1. Post-purchase evaluation2. External
search3. Learning4. drive5. Selective Exposure6. Past experienced7.
Attitude8. Lifestyle9. Reference groups10. CultureIII. Matching1. E
2. H3. J4. A5. I6. B7. C8. D9. F10. G
CHAPTER 3
Questions:
1. What are organizational markets? How many they be
classified?2. In what ways do organizational markets differ from
consumer markets?3. What is buying center?4. What are the kinds of
organizational buying process?5. Who are the typical participants
in the organizational buying processes?6. What role is performed by
the gatekeeper?7. In recognizing the organizations problem, what
factors must be considered?8. In the search for information about
products and services, what types of information must be gathered
about potential suppliers?9. What steps are undertaken when
evaluating the performance of the product and the supplier?10. What
general factors influence the organizational buyer?
Exercises:
I. II. Fill in the blanks1. 2. Reseller Market3. Consumer
Product and Services4. 5. Straight Rebuy6. A7. A8. A9. After Sales
Service10. Personal
III. Choose the item that does not belong to the group1. D2. B3.
A4. D5. B6. D7. C8. A9. D10. D
