Details Title: Consumer Behavior Description: Test 1 Total Flash Cards: 70 Created: 02/11/2009 17:26:24		New Users: To study from this flashcard set, or to create your own your own study flash cards, REGISTER HERE. Existing Users: CLICK HERE. Additional Management Flashcards
Cards in this set: Term Consumer Behavior Definition he behavior tat consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs. Term Production Concept Definition Assumes that consumers are mostly interested in product availability at low prices; its implicit marketing objectives are cheap, efficient production and intensive distribution. Term Product Concept Definition consumers will buy the product that offers them the highest quality, the best performance, and the most features Term Selling Concept Definition Evolution from the marketing and production concepts, in which a marketer’s primary focus is selling the product(s) that it has unilaterally decided to produce. Consumers are unlikely to purchase unless they are aggressively persuaded to do so Term Marketing Concept Definition Make what you can sell, Focus on the Buyer’s needs Term Consumer Research Definition Two Kinds * Positivist Approach (Quantitative) * Interpretivist Approach (Qualitative) Term Segmentation Definition process of dividing a market into subset of consumers with common needs Term Targeting Definition Selection of one or more of the segment identified for the company to pursue Term Positioning Definition Development of a distinct product or service in the mind of the consumer and image that will differentiate the offer from competing ones Term Marketing Mix Definition The Four P's Product Price Place Promotion Term Customer value Definition Ratio between customers perceived benefits and the cost to obtain them Term Customer Satisfaction Definition Individuals perception of the performance of the product, or service in relation to his or her expectations Term Customer Retention Definition Providing continuous value to customers so they will stat with the company, rather than switch to a competitor Term Digital Technology impact Definition Enables marketers to adapted more quickly and efficiently to consumers need Term Social Marketing Concept Definition Marketers adhere to the principles of social responsibility in the marketing of their goods/services Term CS is interdisciplinary Definition # Input Stage: * influences the consumer’s recognition of a product need and consists of two major sources of information: the firm’s effort and external influences # Process Stage: * Focuses on how consumers make decisions # Output Stage * Purchase behavior and Postpurchase behavior Term Quant. Observation Definition marketers learn that the best way to understand the relationship between people and products is to watch them buy and use the product. Term Quant. Experimentation Definition * Controlled Experiment * Test Marketing Term Quant. Survey Definition Personal Interview, Mail, Telephone, Online Term Commercial data Definition Data available from research companies Term Major Steps in Research Definition # Defining the objectives of the research # Collecting and evaluating secondary data # Designing a primary research study Collecting primary data # Analyzing data # Preparing report findings Term Consumer Panels Definition Paid for recording media viewing or purchasing decisions Term Mechanical Observational Definition Electronic device to record customer response or behavior to marketing stimulus Term Physiological Definition Device that monitors respondents patterns of information processing Term control experiment Definition only some variables are manipulated while all others are kept constant Term Test Marketing Definition prior to launching a new product elements are manipulated to predict sales. Term Depth Interview Definition 30 min. to hour non structured interview Term projected techniques Definition designed to tap the underling motives of individuals Term Metaphor analysis Definition first patented ZMET Term Hybrid Definition using two types of segmentation Term Geographic Definition market is divided by location Term demographic Definition market is divided by age sex education etc Term psychological Definition measures consumers interests and activities and opinions Term socio-cultural Definition cultural and heritage division Term user related segmentation Definition consumers in terms of product service or brand usage Term usage situation Definition idea the occasion or situation will determine what they will consume Term Benefit Segmentation Definition based on the kinds of benefits consumers seek in a product Term Criteria For effective segmentation: Identification Definition Size, stable or growing? Accessible in terms of media and cost Term Consumer Perception Definition The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world Term Elements of Perception Definition # Sensation Absolute Threshold Differential Threshold Subliminal Perception Term Sensation Definition The immediate and direct response of the sensory organs to Term Absolute Threshold Definition *The lowest level at which an individual can experience a sensation* Term Differential Threshold (J.N.D: Just-Noticeable-Difference) Definition The Minimal difference that can be detected between two similar stimuli* Term Subliminal Perception Definition # timuli that are too weak or too brief to be consciously seen or heard may nevertheless be strong enough to be perceived by one or more receptor cells. * Embedded visual images and Hidden sounds Term selection depends on Definition * Nature of Stimulus: o Physical attributes, packaging, brand, advertisements, position, etc o Contrast! * Expectations: o People see what they expect to see, and what they expect to see is based on familiarity, previous experience, and preconditioned set (expectations) * Motives: o If someone is thinking about buying a car they will notice car ads on TV Term Selective Exposure Definition * consumers seek out ads they like Term Selective Attention Definition # Heightened awareness when stimuli meet their needs Term # Perceptual Defense: Definition Screening out of stimuli which are threatening Term Perceptual Blocking: Definition Consumers avoid being bombarded by: Term Perceptual Organization: Figure and Ground Definition * Marketer presents the ad that stresses Figure (the product) over ground (the hazy, continuous background) * Consumers tend to group stimuli Term Perceptual Organization Grouping Definition * Individuals tend to group stimuli so that they form a unified picture or impression. The perception of stimuli as groups of information, rather than as discrete bits of information, facilitates their memory and recall. * Schema is the organized collection of beliefs and feelings Term Perceptual Organization Closure Definition * Have a need for completion * Organize their perceptions so that they form a complete picture * If stimulus is not complete, the person will subconsciously complete the stimulus. Term Learning Definition the process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior Term Motivation Definition acts as a spur to learning Term Cues Definition the stimuli that give direction to these motives Term Response Definition how individuals react to a drive or cue – how they behave Term Reinforcement Definition increases the likelihood that a specific response will occur in the future as the result of particular cues or stim Term Classical Conditioning Definition # A behavioral learning theory according to which a stimulus is paired with another stimulus that elicits a known response that serves to produce the same response when used alone. Term Repetition Definition * Increases the association between the conditioned and unconditioned stimulus * Slows the pace of forgetting * Advertising wear out is a problem Term Stimulus generalization Definition * Having the same response to slightly different stimuli * Helps “me-too” products to succeed * Useful in product extensions Term Stimulus Discrimination Definition # Selection of a specific stimulus from similar stimuli # This discrimination is the basis of positioning which looks for unique ways to fill needs Term Instrumental Conditioning Definition # A behavioral theory of learning based on a trial-and-error process, with habits forced as the result of positive experiences (reinforcement) resulting from certain responses or behaviors Term Shaping Definition positive reinforcement before the behavior (preliminary discounts) Term Massed vs. Distributed Learning Definition * Massed: learning schedule bunched up all at once * Distributed: Learning schedule spread out over a period of time. Term Observational (Modeling/ Vicarious) Learning Theory Definition # A process by which individuals observe how others behave in response to certain stimuli and reinforcements. Also known as modeling or vicarious learning. Term Cognitive Learning Theories Definition # Def: Holds that the kind of learning most characteristic of human beings is problem solving, which enables individuals to gain some control over their environment. Term Information Processing: Definition * Relates to cognitive ability and the complexity of the information * Individuals differ in imagery – their ability to form mental images which influences recall Term Involvement Theory Definition consumers involvement with products and purchases , high and Low Term Recognition/Recall consumer learning Definition Test conducted to see where consumers remember seeing an ad and what it said Term Cognitive response to advertising Definition Measure consumers actively comprehend the intended advertising message