Preview questions ôn-tập - Tài liệu tham khảo | Đại học Hoa Sen
Preview questions ôn-tập - Tài liệu tham khảo | Đại học Hoa Sen và thông tin bổ ích giúp sinh viên tham khảo, ôn luyện và phục vụ nhu cầu học tập của mình cụ thể là có định hướng, ôn tập, nắm vững kiến thức môn học và làm bài tốt trong những bài kiểm tra, bài tiểu luận, bài tập kết thúc học phần, từ đó học tập tốt và có kết quả cao cũng như có thể vận dụng tốt những kiến thức mình đã học.
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Preview questions
[1] Characterize four types of relationships a person might have with a product. Be specific
1) self-concept personality—the product helps to establish the user's identity; 2) nostalgic
attachment—the product serves as a link with a past self; 3) interdependence—the product is a
part of the user's daily routine; and, 4) love & strong emotion—the product elicits emotional
bonds of warmth, passion, or another strong emotion.
[2] the concepts of hedonic consumption and sensory marketing. Be specific with clearly examples
Sensory marketing, companies pay more attention to the impact of all five senses (vision, scent,
sound, taste, and touch) on our product experiences. Hedonic consumer means heavy shopaholic
or refers to the multisensory, fantasy, and emotional aspects of consumers' interactions with products
[3] what stimulus generalization and stimulus discrimination are and present an example of
each that is relevant to the field of marketing.
Stimulus generalization refers to the preference of stimuli similar to a conditioned stimulus to
evoke similar, conditioned responses. The idea is that people react to other stimuli (similar
stimuli) in much the same way they respond to the original stimuli.
Stimulus discrimination occurs when a stimulus similar to a conditioned stimulus is not followed
by an unconditioned stimulus. In this case, reactions are weakened and will soon disappear.
[4] the steps in rational consumer decision purchase process ? Take an example for illustration
The 4 steps are problem recognition, information search, alternatives evaluation, purchase
decision and post-purchase evaluation
[5] Explain the Freudian personality, as they might apply to the behaviour of different consumers
Sigmund Freud developed the idea that much of one's adult personality stems from a
fundamental conflict between a person's desire to gratify his or her physical needs and the
necessity to function as a responsible member of society
[6] What is lifestyle marketing ? How does lifestyle affect consumer behavior? Give example to clarify it.
Lifestyle defines a pattern of consumption that reflects a person's choices of how to spend
her time and money. In a psychological sense, your lifestyle represents the way you elect
to allocate income, both in term s of relative allocations to different products and
services, and to specific alternatives within these categories. Other similar distinctions
describe consumers in terms of their broad patterns of consumption
[7] What is the ideal self? What is actual self?
Actual self is exactly what you are coming from; otherwise ideal self is what the person would like to be
[8] How many levels of Maslow’s Hierarchy of Need? Present briefly each level of Maslow’s
Hierarchy of Need and give the example for each level
5 level of Maslow’s Hierarchy of Need: basic need, safety need, belonging need, ego need and self-actualization need
[9] How does web changing consumer behavior
The Web is transforming the way consumers interact with companies and with each other. Online
commerce allows us to locate obscure products from around the world, and consumption
communities provide forums for people to share opinions and product recommendations.
Potential problems accompany these benefits, including the loss of privacy and the deterioration
of traditional social interactions as people log more time online.
[10] What is consumer behavior
Consumer behavior is the study of the processes involved when individuals or groups
select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.
A. Consumer behavior is a process.
1. Most marketers recognize that consumer behavior is an ongoing process, not merely
what happens at the moment a consumer hands over money or a credit card and in turn
receives some good or service ( ). buyer behavior
2. The exchange—a transaction where two or more organizations or people give and
receive something of value—is an integral part of marketing. The expanded view
emphasizes the entire consumption process. This view would include issues that
influence the consumer before, during, and after a purchase.
[11] Provide the class with an example of relationship marketing. Ask: What types of
organizations can make best use of relationship marketing? Have students offer additional
examples of relationship marketing.
Database marketing involves tracking consumers’ buying habits very closely and crafting
products and messages tailored precisely to people’s wants and needs based on this information.
[12] What is consumer generated content
1. Consumer-generated content is the content created when everyday people voice their
opinions about products, brands, and companies on blogs, podcasts, and social
networking sites such as Facebook and MySpace. It even includes consumer- generated commercials.
2. Web 2.0 refers to the rebirth of the Internet as a social, interactive medium from its
original roots as a form of one-way transmission.
[13] Give some examples of products that might be consumed strictly for image. Have
students offer examples of products that they purchase for this reason. Ask: How does the
image of the product enhance your sense of self when you use or consume the product?
People may have various relationships with a product:
Self-concept attachment—the product helps to establish the user’s identity.
Nostalgic attachment—the product serves as a link with a past self.
Interdependence—the product is a part of the user’s daily routine.
Love—the product elicits emotional bonds of warmth, passion, or other strong emotion.