1. List the three most important nonpersonal influences on consumer behavior and how they apply to consumers. (Points : 5)

Time, place, and environment are the three most important nonpersonal influences on consumer behavior. The consumer’s particular need may be a function of time. Therefore, companies must plan their marketing activities, including advertising, with the consumer’s clock in mind. Once consumers decide to purchase a certain product, they will hesitate if they don’t know where to buy it or if it isn’t available in a convenient or preferred location. In addition, many environments, such as ecological, social, political, technical, economic, household, and point-of-sale location, can affect the purchase decision.

2. Describe the basic consumer decision process model displayed in the text. Be sure to include any processes that precede the actual decisions made by consumers. (Points : 5) The basic consumer decision process comprises a set of fundamental steps that the consumer experiences during and after the purchase process. Advertising can affect the consumer’s attitude at any point in this process. It involves a sequence of activities: problem recognition, information search, evaluation and selection, store choice and purchase, and finally post-purchase behavior.

3. What are the two steps that make up the market segmentation process? (Points : 5) The process of market segmentation involves two steps: identifying groups of people (or organizations) with certain shared needs and characteristics and aggregating (combining) these groups into larger market segments according to their interest in the product’s utility.

4. List three products for which marketers would be likely to use benefit segmentation. Describe a current promotion that uses benefit segmentation. Be sure to define any terms you