Arrange the following Buyer-Readiness stages in correct sequence from starting to end. A. Knowledge B. Awareness C. Preference D. Conviction E. Liking Choose the correct answer from the options given below:
B, A, E, C, D
B, A, E, C, D — option 1: Awareness, Knowledge, Liking, Preference, Conviction, followed by Purchase.
The six buyer-readiness stages. These are the states a buyer passes through on the way to a purchase, and the marketer’s task is to find out where the target audience currently stands and move it to the next stage.
| Stage | State of the buyer | Communication task |
|---|---|---|
| 1. Awareness | Knows the brand exists, perhaps only the name | Build recognition —> repeated exposure, simple messages |
| 2. Knowledge | Knows what it is and what it does | Supply information about features and benefits |
| 3. Liking | Feels favourably towards it | Build positive feeling; if disliking rests on a real fault, fix the fault first, since no advertisement survives a bad product |
| 4. Preference | Prefers it over competing brands | Promote quality, value and performance relative to rivals |
| 5. Conviction | Is convinced he should buy it | Close the gap between preference and belief — testimonials, trials, guarantees, demonstrations |
| 6. Purchase | Acts | Remove the last frictions — price offers, limited-period discounts, easy availability |
The three-fold logic underneath. The stages fall into the classic hierarchy of effects :
| Domain | Stages |
|---|---|
| Cognitive — think | Awareness, Knowledge |
| Affective — feel | Liking, Preference, Conviction |
| Behavioural — do | Purchase |
Knowing must precede feeling, and feeling must precede acting —> which is enough to place awareness and knowledge first and conviction last, identifying option 1 without recalling the whole list.
Why the distinction between liking, preference and conviction matters. They look similar but they are different problems. A buyer may like a brand and still prefer another; he may prefer it and still not be convinced it is worth buying now. Each gap calls for a different message, which is why the stages are kept separate rather than collapsed into “attitude”.
Hence, the answer is B, A, E, C, D.
Similar Questions
The major advantage of the direct mail marketing is :
Match the items of the List-I with that of the List-II and suggest the correct code from the following:
List-I List-II i. Competitive Parity a. Variations in Advertising ii. Promotional Elasticity of Market b. Level advertising iii. Optimal promotional mix c. Advertising expenditure decision iv. Contra-cycle advertising d. Marginal equivalency of media outlay Codes:
Match the items of List-I with the items of List-II and select the code of correct matching:
List-I (Medium of Mass Communication) List-II (Limitations) a. Outdoor i. Relative high cost; increasing consumer resistance b. Yellow pages ii. Over production could lead to runaway costs c. Brochures iii. High competition; long ad purchase lead time; creative limitations d. Telephone iv. Limited audience selectivity; creative limitations Codes:
Statement-I: Direct marketing is a non-interactive marketing system.
Statement-II: Direct marketing uses one or more media to effect a measurable response or transaction at any location.
Select the correct code:
Use of mail, telephone and other non-personal contact tools to communicate with, or solicit a response from, specific customers and prospects is called:
Which of the following is not a deciding factor for the Advertising Budget out of the given options?
Indicate the correct code matching the items in List - I with those in List - II as follows:
List - I List - II a. Competitive parity in advertising i. Variations in advertising b. Promotional elasticity of product ii. Advertising scheduling c. Optimal promotion mix iii. Advertising expenditure d. Pulsing advertising iv. Marginal equivalence of advertising media outlay Given below are two statements : one is labelled as Assertion (A) and the other is labelled as Reason (R).
Assertion (A) : Generally, the customers consider the sales force as the representative of the company.
Reason (R) : Often, the company’s sale force works directly with the customers.
In the light of the above statements, choose the most appropriate answer from the options given below :
Identify the correct sequence of stages in the sales process :
A. Initial contact
B. Gather the sales Lead
C. Meeting objections and concerns
D. Qualifying the Lead
E. Sales presentation
Choose the correct answer from the options given below :
According to the ‘two-step flow’ concept, messages should be targeted to
Important Questions from Promotion decisions
The assumptions of rational decision making are:
(A) Preferences are not clear
(B) Preferences are not constant and stable
(C) Problem is clear and unambiguous
(D) No time or cost constraint exist
(E) Final choice will maximize pay off
Choose the correct answer from the options below:
Which one of the following is closest to the nature of decision making?
Match List - I with List - II :
List – I
(Decision making Bias)
List – II
(Explanation)
a
Anchoring Bias
i
Represents a case of selective perception
b
Escalation of commitment
ii
Refers to our staying with a decision even if there is clear evidence it’s wrong
c
Confirmation Bias
iii
Tendency to believe falsely, after the outcome is known
d
Hindsight Bias
iv
Tendency to fixate on initial information and fail to adequately adjust for subsequent information
Choose the correct option from those given below:
Which of the following will fall under the grievances relating to promotion category?
A. Supersession
B. Increments
C. Acting promotions
D. Seniority
E. Pay fixation
Choose the most appropriate answer from the options given below:
- ________ is a marketing term for any design to prompt an immediate response or encourage an immediate sale.
