Shared Flashcard Set

Details

Chapter 5
Marketing Test 2
35
Marketing
Undergraduate 4
10/13/2013

Additional Marketing Flashcards

 


 

Cards

Term
3 Disciplines of Consumer Behavior
Definition
1) Psychology
2) Sociology (groups impact behavior)
3) Anthropology/cultural anthropology
Term
Buyer behavior: basic buyer model
Definition
- Stimulus --> response
- marketing mixes + other stimuli (influence of friends) --> our brains --> response
- marketing mix and stimuli leads to decision making based on economic needs, psychological variables, social influence, purchase decisions, which leads to the decision process
Term
Economic needs
Definition
1) Discretionary income
- what's left after taxes and necessities
2) Consumer confidence
- will affect spending
Term
Psychological (intra-personal) variables
Definition
- Motivation
- Perception
- Learning
- Attitudes and beliefs
- Personality/lifestyles (psychographics)
Term
Motivation
Definition
- Needs = basic
- PSSP Hierarchy of Needs (personal needs --> social needs --> safety needs --> psychological needs)
- Wants = learned needs
- Drive = internal stimulus
- Benefits satisfy needs and wants
Term
Definition of Benefits
Definition
Ability of a good or service to satisfy needs
Term
Perception
Definition
- gather and interpret info
- selective processes:
1) selective exposure
2) selective perception
3) selective retention
Term
Learning
Definition
- Drive (internal stimulus)
- Cues (external stimulus)
- Response
- Reinforcement
Term
Reinforcement Learning
Definition
- AKA operant conditioning
- Consequences
- Reward
- Punishment
- Negative reinforcement
- Extinction
Term
Other learning concepts
Definition
- Attribution theory
- Involvement concept
- Memory
Term
Attitudes and Beliefs
Definition
- A point of view/a global evaluation
- Direction and magnitude
- Work with existing attitudes
- Changing negative attitudes
- Ethics (deception, celebrity endorsements, fear messages)
- Meeting expectations
- Belief = opinion
Term
Personality/Lifestyles - Psychographics
Definition
- AIO = activities, interests, opinions (helps form our psychographic makeup)
- Often combined with demographics
- VALS2 = values and lifestyles (marketers use it for segmentation)
Term
Consumer risks
Definition
1) functional
- doesn't perform function you expected it to
2) physical
- could be dangerous
3) financial
- could go on sale right after you buy it
4) psychological
- could cause you embarrassment
Term
Social (inter-personal) influences
Definition
- family
- reference groups
- social class
- culture
Term
Family
Definition
- major source of socialization
- changes in structure and processes
Term
Family life cycle - determinants
Definition
- Age (young, middle aged, older)
- Marital status
- children and their ages
Term
Stages in Family Life Cycle
Definition
1) Singles
2) Divorced or separated
3) Newly Married
4) Full nest I (youngest child under 6)
5) Full nest II (youngest child over 5)
6) Full nest III (older couples with dependent children)
7) Empty nest
8) Sole survivor (still working)
9) Senior citizen I (retired)
10) Senior citizen II (sole survivor, retired)
Term
Family life cycle issues
Definition
- sub-categories within stages
- emergent markets (people entering a new life stage for the first time)
- non-family and single households
- married without children (DINKS and empty nesters)
- DINKS = dual income no kids
- spending varies
- accepting new ideas
Term
Reference groups
Definition
- membership
- aspirational (groups you aren't a member of but you want to be)
- dissociative (groups you don't want to be associated with)
- Opinion leaders: individuals consumers go to for info/opinion
Term
Social class
Definition
- Determinants: occupation, income, education, possessions, affiliations
- status incongruence (some working class make 6 figures)
- conspicuous consumption
Term
Bipolar income distribution
Definition
- the disparity between the rich and the poor is growing
Term
Culture
Definition
- Attitudes, knowledge, and habits of a society
- Core values
- Helps shape lifestyle trends
- Learned
- Sub-cultures
Term
Ethnic dimensions
Definition
- Hispanic-American (fastest growing)
- African-American
- Asian-American
- Native American (poorest segment)
- Differences within the segments
- Stereotypes are common and misleading
Term
Purchase situation
Definition
- Purchase reason
- Time
- Surroundings
Term
Purchase reason
Definition
- Personal
- Family
- Gifting
- Other
Term
Time
Definition
- Time since last purchase (may be irregular)
- Time of day/week/year (ex. Blockbuster knows it's a nighttime activity)
- Time to make purchase
Term
Surroundings
Definition
- sounds, lighting, aroma, people
Term
Problem solving process
Definition
- need awareness
- information on alternatives
- evaluating alternatives
- decision
- post-purchase evaluation
Term
Need awareness
Definition
- drive (internal stimulus)
- cues (external stimulus)
- marketer may aid here
Term
Information on alternatives
Definition
- Evoked set (brands consumers know of)
- Found brands (brands consumer discovers on their search)
- Consideration set
Term
Evaluating alternatives
Definition
- Evaluative criteria
- Weights
Term
Decision
Definition
- Problem solving levels:
1) routinized response behavior (most basic, most used)
2) limited problem solving
3) extensive problem solving (spend a lot of time, gather a lot of info)
Term
Post-purchase evaluation
Definition
- dissonance (tension caused by the decision) (did I make the right decision?)
- marketers may seek to reduce
Term
Adoption process
Definition
- For new concepts
1) Consumer Awareness
2) Build Interest
3) Evaluation
4) Trial
5) Decision (could be positive or negative)
6) Confirmation
Term
Consumer Behavior international
Definition
- Same factors are present
- Interact in different ways
- Avoid stereotypes
- Watch for change
Supporting users have an ad free experience!