Shared Flashcard Set

Details

Chapters 5-9
Quiz 2
48
Marketing
Undergraduate 4
10/07/2008

Additional Marketing Flashcards

 


 

Cards

Term
marketing
Definition
the business process that management uses to plan and execute the conception, pricing, promotion, and distribution of its products, whether they be goods, services, brands, or even ideas.

PURPOSE: create exchanges that satisfy the perceived needs, wants, and objectives of individuals and organizations.
Term
utility
Definition
the product's ability to satisfy both functional needs and symbolic (or psychological) wants.
Term
exchange
Definition
any transaction in which one person or organization trades something of value with someone else.
Term
current customers
Definition
have already bought something from a business, may buy regularly
Term
prospective customers
Definition
about to make an exchange or considering it
Term
centers of influence
Definition
customers, prospective customers, or opinion leaders whose ideas and actions are respected by others
Term
market
Definition
a group of current customers, prospective customers, and noncustomers who share a common interest, need, or desire; who have the money to spend to satisfy needs or solve problems; and who have the authority to make expenditure decisions.
Term
consumer markets
Definition
people who buy goods and services for their own use
Term
business markets
Definition
organizations that buy services, natural resources, and component products that they resell, use to conduct their business, or use to manufacture another product.
Term
reseller markets
Definition
buy products to resell them
Term
industrial markets
Definition
firms that buy products used to produce other goods and services
Term
government markets
Definition
buy products for municipal, state, federal, and other government activities
Term
transnational/global markets
Definition
any reseller, industrial, or government markets located in foreign countries
Term
marketers
Definition
every person or organization that has products, services, or ideas to sell
Term
consumer behavior
Definition
the mental and emotional processes and the physical activities of people who purchase and use goods and services to satisfy particular needs and wants
Term
organizational buyers
Definition
people who purchase products and services for use in business and government
Term
consumer decision process
Definition
1. problem recognition
2. information search
3. evaluation and selection
4. store choice and purchase
5. postpurchase behavior (positive or negative experience)
Term
personal processes
Definition
govern the way we discern raw data and translate it into feelings, thoughts, beliefs, and actions.

1. perception
2. learning and persuasion
3. motivation processes
Term
interpersonal influences
Definition
family, society, and culture
Term
non-personal influences
Definition
time, place, and environment
Term
evaluation of alternatives
Definition
during which we choose brands, styles, sizes, and colors
Term
postpurchase evaluation
Definition
how we behave after purchase and how we interpret our purchase experience
Term
perception
Definition
the personalized way we sense, interpret, and comprehend various stimuli
Term
stimulus
Definition
physical information that we receive through our senses
Term
perceptual screens
Definition
subconscious filters that shield us from unwanted messages
Term
physiological screens
Definition
the five senses
Term
psychological screens
Definition
are used to evaluate, filter, and personalize information according to subjective emotional standards.

personality, self-concepts, attitudes, beliefs, habits
Term
self-concept
Definition
the image we have of who we are and who we want to be
Term
selective perception
Definition
we focus on some things and ignore others
Term
cognition
Definition
comprehending the stimulus
Term
mental/perceptual files
Definition
stored memories in our minds
Term
learning
Definition
a relatively permanent change in thought process or behavior that occurs as a result of reinforced experience.
Term
cognitive theory
Definition
views learning as a mental process of memory, thinking, and the rational application of knowledge to practical problems.
Term
conditioning theory / stimulus-response theory
Definition
treats learning as a trial-and-error process
Term
persuasion
Definition
occurs when the change in belief, attitude, or behavioral intention is caused by promotion communication (such as advertising or personal selling).
Term
elaboration likelihood model
Definition
central route to persuasion & peripheral route to persuasion
Term
central route to persuasion
Definition
consumers have a higher level of involvement with the product or the message, so they are motivated to pay attention to the central, product-related information, such as product attributes and benefits or demonstrations of positive functional or psychological consequences.
Term
peripheral route to persuasion
Definition
stimulus-response learning

people have low involvement with the product message... direct persuasion is also low

consumers form few if any brand beliefs, attitudes, or purchase intentions

however... they attend to peripheral aspects: pictures, colors, or actors.... for their entertainment value
Term
attitude
Definition
acquired mental position regarding some idea or object
Term
brand interest
Definition
an individual's opennes or curiosity about a brand
Term
habit
Definition
the acquired behavior pattern that becomes nearly or completely involuntary... the natural extension of learning
Term
brand loyalty
Definition
the consumer's conscious or unconscious decision, expressed through intention or behavior, to repurchase a brand continually.

1. breaking habits
2. acquiring habits
3. reinforcing habits
Term
needs
Definition
basic, often instinctive, human forces that motivate us to do something
Term
wants
Definition
are "needs" that we learn during our lifetime
Term
maslow's hierarchy of needs
Definition
Self-Actualization
Esteem
Social
Safety
Physiological
Term
negatively originated motives
OR
informational motives
Definition
most common energizers of consumer behavior, such as problem removal or problem avoidance

consumers actively seek to reduce the mental state
Term
positively originated motives
OR
transformational motives
Definition
a positive bonus is promised rather than the removal or avoidance of a problem

1. sensory gratification
2. intellectual stimulation
3. social approval

consumers expect to be transformed in a sensory, intellectual, or social sense.
Term
interpersonal influence
Definition
Supporting users have an ad free experience!