• These needs become wants when they are directed to specific objects that might satisfy the need, though these wants in themselves are not essential for living.
• Wants are therefore shaped by one's society and surroundings.

A sales growth strategy in which several market niches or population segments are targeted with different products for each niche or segment.

• absolute: minimal stimulus necessary for person to report its presence
• difference: "just no difference" minimal amount of change in stimulus for person to notice
• terminal: point at which any further increase in stimulus will not be detected

• "Development and efficient distribution of goods and services for chosen consumer markets"
• The exchange (transaction) of goods and services
• "Process of planning and execution the conception, pricing, promotion, and distribution of ideas, goods, and servcies to create exchanges that will satisfy individual and organizational objectives"
• "Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders"
• "Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large"

• Fixed Ratio: delivered after a fixed number of respones. Stair step graph, learned quicker than VR.
  
• Variable Ratio:reinforcement is delivered following a random number of responses, with a fixed mean that is on average and range. Extinguishes slower than FR.
• Fixed Interval:reinforcement is provided following the first response after a fixed period of time has elapsed. You can be responding the whole time, but won't be reinforced until the fixed period of time has passed. "Scalloping" look on the graph.
  
• Variable Interval:reinforcement is delivered for the first response following a random passage of time. Time is calculated since the previous reinforced response. Has a fixed mean and range.

• a high probability behavior can be used as a reinforcer for a low probability behavior.
  
• Example: Buying chips is more probable than dip. Put a coupon on the dip for a deal on the chips. People will buy more dip at the regular price than discounting it itself because they are getting a discount on what they really want (chips).

• Observational Learning: when a sibling is put into timeout, you learn that you are not suppose to do what they have done. Do not have to actually experience timeout to learn this. Learn by watching.
• This can be done so by: Modeling, vicarious reinforcement, inhibition/disinhibition, response facilitation, and self-efficacy

• Greatest Generation: 1901-1924
• Silent Generation: 1925-1945
• Baby Boom Generation: 1946-1964
• Generation X: 1965-1980
• Generation Y (millennial): 1981-2001
• Generation Z (@, generation I): 2002-???

• the personal relevance toward, or interest in, a particular product.

• Product Involvement: that some product catergory has personal relevance . Product enthusiasts are consumers with very high involvement in some category.
• Shopping Involvement: represents the personal relevance of sopping activities.
• Situational Involvement: represents the temporary involvement associated with some imminent purchase situation. (high price/low involvement i.e. kitchen appliances)
• Enduring Involvement: not temporary but rather represents a continuing interest in some product or activity.
• Emotional Involvement: represents how emotional a consumer gets during some specific consumption activity.

• Number of Pupulation in the United States: 308 million
• Number of Households in the United States: 117 million
• Percentage of traditional households in the United States: 22%

• Social: "You can market anything"
• Societal: "Take in needs or wants of a person" states that marketers should consider not only the wnats and needs of consumers but also the needs of society.

• cognitive process in which context or environment activities concepts and frames thoughts and therefore both value and meaning.
• give them a reinforcer to start a buying pattern (i.e. Sam's Club samples)

• Acculturation: process by which consumers come to learn a culture other than their natural, native culture. Learning a different culture.
• Inculturation: Learning your own culture

• Nostalgia: a mental yearning to relive the past associatedwith emotions related to longing
• Rumination: unintentional but recurrent memories of long ago events that are spontaneously (not evoked by the environment) triggered.

• Only lasts as long as sensation is there
• Iconic: visual memory
• Echoic: audtory/sounds memory
• Olfactory: smell memory
• Gustatory: taste memory
• Tacticle: touch memory

• the way that the human brain deals with very low strength stimuli, so low that the person has no conscious awareness.

• Competitors
• Company
• Channels
• Conditions (i.e. economic, technological, political, legal, and cultural/social)
• Customers

• Cognition: thinking or mental processes that go on as we process and store things that can become knowledge. (Thoughts)
• Affect: feeling associated with objects or experienced during events. (Emotions and attitudes)

• cost to you for having a response (punisher)
• Time out: cannot get a postive or negative reinforcer. (i.e. a stock out in retail)

• a cognitive representation of a phenomenon that provides meaning to that entity.
• Social schema: cognitiv representation that gives a specific type of person meaning. (i.e. matching a stereotype sch as a surgeon dressing and acting like a surgeon)
• Script: schema representing an event. (i.e. valet parking in a nice restaurant)

• Hedonic: value derived from the immediate gratification that comes from some activity
• Utilitarian: value derived from a product that helps the consumer with some task

• Exposure: process of screening out certain stimuli and purposely exposing oneself to other stimuli
• Attention: process of paying attention to only certain stimuli
• Distortion: process by which consumers interpret information in ways that are biased by their previously held beliefs

• a phenomenon in which the meaning of something is influenced (perceived differently) by the information environment.
• Example: seeing a quarter tank of gas in the suburbs is no cause for alarm but if in the desert the person may become alarmed.

• Phenomenology: qualitative approach to studying consumers that relies on interpretation of the lived experience associated with some aspect of consumption.
• Ethnography: qualitative approach to studying consumers that relies on interpretation of artifacts to draw conclusions about consumption.

• Left Hemisphere: Logical
• Right Hemisphere: Creative

• repetition
• storage of numbers is 7 + or - 2 (only saystrue as long as repeated)
• Chunking
• Limited capacity channel

• Rehearsal- to build correlation with something. Both simple and elaborative.
• Many uncorrelated associations improve memory

• Forgetting
• Proactive: things you learn prior to the to be learned will interfere. (learn A, learn B, Test B)
• Retroactive: things you learn after what is to be learned will interfere. (learn A, learn B, Test A)