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Marketing (MKT3151.E1)

Customer Behavior & Persuasion, Assignment 4

NAME: Type your name here

DIRECTIONS

· There is a total of 21 questions related to your reading and videos.

· 20 questions are multiple-choice and are worth 4 points each.

· 1 question is a short answer worth 20 points.

· Respond to each of the multiple-choice questions by typing an “X” in the field to the left of your answer.

· Please “Save As” this file and include your name in place of “worksheet” before you upload to Moodle (file should be named: MKT3151_Assignment4_LastNameFirstName.doc)

Question 1

Which stage of the consumer decision process does tension typically occur?

Recognize a problem or need
Search for information
Evaluate and compare options
Make the purchase
Evaluate the purchase decision

Question 2

Understanding the consumer decision process helps marketers to ____________.

Better position their product against competitive products.
Know what factors influence people to buy their product.
Tailor products to meet customer needs.
All of the above

Question 3

Which phase of the consumer decision process could cognitive dissonance could occur?

Recognize a problem or need
Search for information
Evaluate and compare options
Make the purchase
Evaluate the purchase decision

Question 4

Hallmark creates greeting cards for all types of seasons and events. What type of buying decision influencer is this brand leveraging to persuade consumers to buy a card?

Psychological influencer
Social influencer
Situational influencer
Personal influencer

Question 5

Sue is in the process of buying a car and after visiting several dealerships and taking test drives, she is now thinking through various factors such as price, brand and features of each of the cars. Sue is in the _________ phase of the consumer decision process.

Recognize a problem or need
Search for information
Evaluate and compare options
Make the purchase
Evaluate the purchase decision

Question 6

Which tool helps marketers understand the details (what the customer is feeling and thinking) throughout the phases of a customer’s buying decision process.

Customer journey map
Marketing map
Marketing funnel
Customer decision tree

Question7

_________ technology is enabling marketers to aggregate data from both digital and physical touchpoints in the consumer buying process.

Virtual Reality (VR)
Augmented Reality (AR)
Artificial Intelligence (AI)
Artificial Data (AD)

Question 8

Which neuromarketing technique helps us understand what gets consumers’ attention?

Facial Coding
Eye Tracking Gaze
Biometrics
EEG (Electroencephalogram)

Question 9

Pfizer manufactures a multi-vitamin called Centrum Silver which targets men and women over the age of 50. Which buying decision influencer are the marketers leveraging to sell this product?

Psychological influencer
Social influencer
Situational influencer
Personal influencer

Question 10

Related to collecting the data that consumers leave behind is the term “digital footprint”. A new term emerging related to these bits of information used to profile customers is called ___________.

Data snippets
Data patterns
Data exhaust
Data cycles

Question 11

Persuasion models help marketers to _____________.

Motivate consumers to buy.
Determine which products to develop.
Identify where to distribute products.
All of the above

Question 12

Which type of buying decision influencer are brands using when they have athletes endorse and promote their products.

Psychological influencer
Social influencer
Situational influencer
Personal influencer

Question 13

John has determined he wants to enroll in college to finish his degree he started 10 years ago, because he thinks it will help him advance in his career. Which stage of the consumer decision process represents John identifying his desire to pursue a degree?

Recognize a problem or need
Search for information
Evaluate and compare options
Make the purchase
Evaluate the purchase decision

Question 14

Artificial Intelligence (AI) helps marketers to ____________.

Infer the result of consumers’ actions.
Write software to better serve consumers.
Provide personalized product recommendations to consumers.
All of the above

Question 15

If FOMO (Fear of Missing Out) had an impact in a person purchasing a certain product, this would be an example of which type of buying decision influencer?

Psychological influencer
Social influencer
Situational influencer
Personal influencer

Question 16

While on a road trip, Ted gets a flat tire and has to buy a new one. Which best represents the type of buying decision influencer for Ted’s purchase of a new tire?

Psychological influencer
Social influencer
Situational influencer
Personal influencer

Question 17

_______ is one of the biggest ethical concerns with Neuromarketing; particularly as large tech companies such as Google, Facebook and Amazon use these techniques.

Lack of transparency
High cost of implementing
Accuracy of the data
Risk of physical danger to the consumer

Question 18

Which stage of the consumer decision process would a consumer seek the opinion of friends or family?

Recognize a problem or need
Search for information
Evaluate and compare options
Make the purchase
Evaluate the purchase decision

Question 19

What type of buying decision influence is it when the opinions of friends or family impacts a person’s buying choice?

Psychological influencer
Social influencer
Situational influencer
Personal influencer

Question 20

Having buyer’s remorse is a form of __________.

Cognitive bias
Cognitive assessment
Cognitive dissonance
Cognitive behavior

Question 21

This last question, is a short answer exercise.

Select a company or non-profit and identify a behavior the company might desire their customers to perform. Using the Fogg Behavior Model as a guide, provide an overall description and assessment of the opportunities and pitfalls related to the customer behavior. Your assignment should include:

· Your assessment of Motivation/Ability related to the desired behavior:

· What is the characteristic of motivation (Pleasure/pain, Hope/Fear, or Acceptance/Rejection—OK if it’s more than one)?

· Is motivation low or high? Include why you think this.

· Is ability difficult or easy? Include why you think this.

· Your thoughts on how to improve the chances of the behavior happening and/or to remove any barriers and challenges. This could include (but not limited to):

· Suggestions for increasing motivation.

· Suggestions for improving ability.

· Recommendations for any type of prompts (spark, facilitator or signal)

This is all hypothetical, the key is to think about challenges a particular business may have and use the Fogg Behavioral Model to guide your thinking process. Three to four paragraphs are fine. I’m not looking for a major paper.

Please make sure to include your name on this document (at the top of the page) and also in the file name.

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