Shared Flashcard Set

Details

Exam 2
2301 Trinity U: Davis (Ch 5,8,9,10)
23
Marketing
Undergraduate 2
03/03/2010

Additional Marketing Flashcards

 


 

Cards

Term
Family Decision Making
Definition

Decision making: spouse-dominant or joint

  • spouse-dominant: husband or wife is mostly responsible(wives: groceries, toys, meds/ husbands: home and car maintenance)
  • joint: decisions together, increases with education of couple (cars, vacations, home appliances)
Term
Family member roles
Definition
  1. information gatherer
  2. influencer
  3. decision maker
  4. purchaser
  5. user


Pre-teens and teens are taking control of most of these roles, therefore they are being heavily marketed to

Term
5 Sociocultural influences
Definition
  1. Personal Influence
  2. Refernece groups
  3. Family
  4. Social class
  5. Culture and subculture
Term
Personal Influence
Definition

influenced by the views, opinions, or behaviors of others

 

the influencing of people during conversation; most powerful and authenic information source

Term
Reference Groups
Definition

are people to whom an individual looks as a basis for self-appraisal or source of personal standards.

  • Membership group is one to which a person actually belongs, including frats, sororities, social clubs and family
  • Aspiration group is one that a person wishes to be a member of or wishes to be identified with, such as a professional society
  • Dissociative group is one that a person wishes to maintain a distance from because of the differences in values or behaviors
Term
Family influence
Definition

result from three sources: consumer socialization, passage thru the family life cycle and decision making(has its own card)

  • Consumer socialization: people acquire the skills, knowledge, and attitues necessary to function as a consumer. Children learn by interacting with adults in purchase situations and through their own purchasing
  • Family life cycle: distinct phases that a family progresses thru
Term
Social Class
Definition

may be defined as the relatively permanent, homogeneous divisions in a society into which people sharing simlar values, interests and behavior can be grouped.

- occupation, source of income, education determine.

 

basis for identifying and reaching particularly good prospects for their products and services.

Term
Culture/ subculture
Definition

culture: refers to the set of values, ideas and attitues that are learned and shared amoung the members of a group (American, Latin America, Japanese)

 

subculture: subgroups within the larger, or national, culture with unique values, ideas and attitudes

(Hispanic, African American, Asian)

Term
6 Psychological Influences
Definition
  1. Motivation
  2. Personality
  3. Perception
  4. Learning
  5. Values, beliefs, and attitudes
  6. Lifestyle
Term

Motivation

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5 needs

Definition

is the energizing force that stimulates behavior to satisfy a need

5 needs

  • physiological:basic to survive and must be satisfied 1st(H2O, food)
  • safety:self-preservation as well as physical and fincial(freedom from harm, financial security)
  • social: love and friendship( belonging)
  • personal: achievement, status, prestige, self-respect
  • self-actualization:personal fulfillment
Term
Personality
Definition

a person's consistent behaviors or responses to recurring situations

 

Key traits

Term
Perception
Definition
the process by which an individual selects, organizes, and interprets info to create a meaningful pic of the world
Term

Learning


Definition
refers to those behaviors that resulted from repeated experience and reasoning
Term
values, beliefs, and attitudes
Definition

attitude: a learned predisposition to respond to an object or class of objects in a conssitently favorable or unfavorable way

 

personal values affect attitudes by influencing the importance assigned to specific product attributes

 

beliefs are a consumer's subjective perception of how a product or brand performs on different attributes

Term
Lifestyle
Definition
identified by how people spend their time and resources, what they consider inportant in thier environment and what they thinkg of themselves and the world around them
Term
subliminal perception
Definition
means that you see or hear messages without being aware of them
Term
5 Situational
Definition
  1. the purchase task: reason for engaging
  2. social surroundings: other people present?
  3. physical surrondings: decor, music
  4. temporal effects: time of day
  5. antecedent states: consumer mood & amount of cash on hand
Term
Brand loyalty
Definition
a favorable attitude toward and consistent purchase of a single brand over time
Term
self-concept
Definition

which is the way people see themselves and the way they believe others see them

 

actual and ideal

Term
Opinion Leadership
Definition
exert direct or indirect social influence over others; considered knowledgeable about or users of particular products and services (ex. celebrities, people who endorse their products)
Term
Word of Mouth
Definition
the influencing of people during conversation; most powerful and authenic information source
Term
 Marketing Research
Definition

is the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions

 

goal: is to identify and define both marketing problems and opportunities and generate and improve marketing actions

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