Term
|
Definition
dividing markets into smaller groups; leads to better positioning because:
1. know customer better
2. avoid head on competition
3. more profitable to develop products specific to a market
4. know 4 ps better |
|
|
Term
| What makes a group meaningful (4) |
|
Definition
1. substantial (buying power/#s)
2. identifiable (to understand group)
3. accessible (in terms of distributing product, for ads, and know where to access)
4. responsive (will buy) |
|
|
Term
| segmentation variables (2 groups and 2 sections) |
|
Definition
facts v. cognitions
consumer v. consumption related |
|
|
Term
| Segmentation variables: consumer related (facts-2, cognitions-2) |
|
Definition
Facts:
1. demographics (age, gender, income, household size)
2. geographics (east/west, rural)
Cognitions:
1. psychographics (VALS- opinions, interest activities)
2. personality traits |
|
|
Term
| Segmentation variables: consumption related (facts-3, cognitions-2) |
|
Definition
Facts:
1. usage rate
2. usage situation
3. brand loyalty (how do we get & keep them)
Cognitions:
1. benefits sought
2. brand loyalty (why are we loyal) |
|
|
Term
| what helps determine positioning |
|
Definition
| tagline "when you care enough to send the best"; for halmart, denotes their usage situation |
|
|
Term
|
Definition
| use VALS to get geodemographic information and then appeal to a specific group |
|
|
Term
|
Definition
process of receiving, selecting, and interpreting stimuli;
involves five senses; no two people perceive the same thing in the same way
people only perceive a small fraction of stimuli around the, |
|
|
Term
|
Definition
| thinking everyone perceives things as they do |
|
|
Term
|
Definition
absolute threshold
just noticeable difference |
|
|
Term
|
Definition
| lowest point at which we detect/notice something; kids are lower, women lower than men); ex. billboard read in 6 sec or less; 6 words |
|
|
Term
| just-noticeable difference |
|
Definition
| sensory threshold;; incremental change necessary for us to notice a difference (ie. price difference more noticeable than package volume) |
|
|
Term
|
Definition
| changing volume not price to avoid consumers perception change |
|
|
Term
|
Definition
| becoming desensitized to stimuli from too much repetition in ads; ie. humorous ad has the wear-out effect and becomes no longer funny |
|
|
Term
|
Definition
-ads below level of perception ex. popcorn/pop flashing quickly on movie screens (cant even see) and sales went up
-no proof this works yet banned in UK australia
-ex. listing qualities in pairs with different comparison points can lead to generalization |
|
|
Term
| Four ways to stimulate perception |
|
Definition
1. size
2. intensity (loudness, repetition)
3. visuals (more attractive people, more graphic content to lead to increased viewing time
4. color |
|
|
Term
|
Definition
red- weddings in india
white- death in asian countries v. clean pure here
black- death, but sophistication for some countries
blue- most liked color; coolness, reliability, common globally
yellow-warm, happy, gets attention, cereal
purple, silver, dark blue, burgundy- higher end
pink- girl cheerful, soft
soft pink- relaxing (maximum prison jumpsuits) |
|
|
Term
| consuming/buying; attitudes and beliefs are all... |
|
Definition
|
|
Term
|
Definition
| any change in the context or organization of long term MEMORY or behavior; the result of information processing |
|
|
Term
|
Definition
| total accumulation of prior learning experiences |
|
|
Term
|
Definition
| "working memory"; what's currently in use, limited capacity, span of 4 seconds, so you need to constantly refresh and repeat |
|
|
Term
|
Definition
5-9 bits of information, 1 item, or a group of related items
8% with 800 #'s could remember in 4 seconds
44% w/ letters
60% w/ words
When you add music, pictures, letters it increases memory |
|
|
Term
| long term memory ((2 types) |
|
Definition
unlimited storage of concepts, rules, memories (2 types)
semantic
episodic |
|
|
Term
| semantic memory (long term) |
|
Definition
understanding of something (knowledge +feelings)
ie. lexus is luxury, high end |
|
|
Term
| episodic memory (long term) |
|
Definition
memory of past event or series of events
1st day of college, prom ect. and ads can tap into these
flashbulb- type of episodic memory, like taking a pic, more vivid, think build a bear |
|
|
Term
|
Definition
| retrieval of information from memory; enhanced by top of mind awareness (music, pics, icons); don't learn without memory |
|
|
Term
|
Definition
learn when we makes connections between events/concepts (touch hot stove, ow, learn not to touch)
-dog saliva when bell rang because conditioned to associate the two
- think celebs, cute kids, animals, ect. ; can be challenging because often see item before ad |
|
|
Term
| operant/instrumental conditioning |
|
Definition
stimulus follows the response and then reinforced w/ + reward or discouraged
-can have limitations, less quality w/ neg. reinforcement often
+ in mkting coupons, rebates, prizes, bonus points, McD monopoly
-can use to get rid of an action too |
|
|
Term
|
Definition
| ignore behavior and it will go away; think tantrums |
|
|
Term
|
Definition
| increase this depending on medium; :15 v. :30 spot |
|
|
Term
|
Definition
| comparative ads can have issues with it (ethical component as well), humorous ads (forget what product it was even for) |
|
|
Term
|
Definition
a driving forece, something that compels us to take an action
-state of tension with an unmet need; motivation causes us to try to get rid of tension
key to a company surviving and thriving is identifying unmet needs and wants (think revelon nail polish as a fashion item) |
|
|
Term
Ex. w/ housing as:
primary need
secondary need |
|
Definition
-shelter
-type, size, look, based on person change over time (think Jans house) |
|
|
Term
| positive v. negative goal motivation; specific or generic |
|
Definition
component in motivation; positive is typically better (lose weigh to feel better)
specific- think go to harvard med school v. go to med school |
|
|
Term
| promotion focused individuals |
|
Definition
| +, hopes, aspiration, moving towards something, glass half full |
|
|
Term
|
Definition
| security minded, concerend with duties, obligation more than enjoyment; 1/2 empty |
|
|
Term
|
Definition
rational- focus on objective features (size, color, performance)
emotional- less concrete |
|
|
Term
|
Definition
1. drive theory
2. self-determination theory
3.attitudes
-attitude function theory
-balance theory
-cognitive dissonance theory |
|
|
Term
|
Definition
maslows hierarchy of neesd
1. physiological- food, shelter
2. saftey- on-star, home security
3. social- budweiser "grab some buds"
4. self-esteem- car, health/beauty
5. self-actualization- strive to be better "be all you can be", nike |
|
|
Term
| self-determination theory |
|
Definition
| builds on maslows drive theory and says there are intrinsic and extrinsic motivations |
|
|
Term
|
Definition
4 majors types
1. knowledge- function: need info to make decision (comparative ads)
2. value-function: beliefs, feelings, important elements (image appeals, celebs)
3. ego-defense-function: security, safety, and issues with self and decisions (authoritative figures, fear appeals)
4. adjustment function- toward please away from pain (focus on why it works and whats good about it) |
|
|
Term
|
Definition
consumers like balanced relationships between
1. product
2. consumers feelings
3. endorser
cue factor- score given to celebs for endorsing- #1 michael jordan; depends on your target though |
|
|
Term
| cognitive dissonance theory |
|
Definition
attitudes affect behavior and behavior affects attitudes
- you clean your room for your parents, and decide you like and continue to do so |
|
|
Term
|
Definition
| brands have one via positioning |
|
|
Term
|
Definition
relationship with brands and products that effect our self concept
-diet coke |
|
|
Term
|
Definition
how situational cues guide social behavior;
elle high self-motivator (monitor and expectations change behavior); low self monitors- becca (don't see or don't care) |
|
|
Term
|
Definition
LOW- greater behavioral consistencies, willing to have attention placed on them
HIGH- concerned about image portrayed and what people think of them; respond to image appeals for brands |
|
|
Term
| self-monitor level determined by 3 things |
|
Definition
1. willingness for attention to be center of attention
2. concern about opinion of other
3. willingness/ability to change behaviors |
|
|
Term
| impression management theory |
|
Definition
basis of how important it is to create a good impression and why; respect/approval based on:
1. appearance
2. ingratiation- tatic used to influence others |
|
|
Term
|
Definition
| personality traits are tendencies and indicators of our responses to stimuli |
|
|
Term
| 5 factor model of personality |
|
Definition
can be used to help segment/position, deal with complaints
1. extroversion
2. instability- moodiness, sensitivity
3. agreeableness
4. open to experience- adventurous, try new things
5. conscientiousness- careful, precise, efficient
low conscientious, high agreeableness more compulsive buying |
|
|
Term
| single trait approach (3) |
|
Definition
even though we all have multiple sides of personality there is one trait thats strong in cb than others
1. consumer enthocentrism- only want US products
2. need for cognition- need to think about things, ike persuasive comm w/ written and visuals (mags > tv)
3. need to be unique- important as a manufacturer- deliberate scarcity |
|
|
Term
|
Definition
1. sincerity- halmart
2. exciting- apple
3. competent- allstate
4. sophisticated- mercedes
5. rugged- jeep |
|
|
Term
| how to communicate brand image (3) + (2) strategies |
|
Definition
1. celeb- brett farve and wrangler jeans
2. imagery- corona on the beach
3. executional factors (humor- allstate mayham) |
|
|
Term
|
Definition
1. heredity
2. friends
3. early childhood experiences
4. media |
|
|
Term
|
Definition
| important to personality; how we feel about ourselves |
|
|
Term
| self-concept 2 components |
|
Definition
1. self-focus (ideal v. real)
2. self-location (public v. private) |
|
|
Term
|
Definition
ideal- how we would like to be perceived
real- how we perceive ourselves
Diff between two is self-discrepancy |
|
|
Term
|
Definition
public- how we behave in public
private- how we behave in private
-often not the same |
|
|
Term
| self concept 3 areas to look at when analyzing |
|
Definition
1. role identities- positions in society and lifetime
2. personal qualities- can influence role ids
3. self-evaluation |
|
|
Term
|
Definition
10%; complex, involved, proactive, sophisticated, successful
44 years, 100+ $; 85% college, 78% employed 61% married 34% have kids
change leaders, early adopters |
|
|
Term
|
Definition
11%; confident, conservative, informed, responsible
57 ages, 88k $, 74% married
intellectually curious but slow to change, orderly, like discussion/debate, research a lot- not loyal customers |
|
|
Term
|
Definition
careful, literal, neighborly, passive
52 yr, 46k, 1% have college degree
WV
simple, traditional, narrow, prefer comfortable & familiar |
|
|
Term
|
Definition
aspirational, hardworking, moderate, private
95k, 47% college, 53% kids 57% women
busy, focused, goal oriented
BUY PRODUCTS TO INCREASE EFFICIENCY; want to do right thing, look for rewards, recognition, and outward signs of success |
|
|
Term
|
Definition
want to be achievers; 29k $, 2% college
frustrated, fun loving, insecure, stressed
love brand names; feel entitled because life isnt fair, believe money defines success, are CONSUMER FOLLOWERS |
|
|
Term
|
Definition
assertive, energetic, impulsive
24 yrs; 50k, 14% college
college kid (shopping to relax, brand to reflect style)
require high simulation- light on detail; buy products that INCREASE SOCIABILITY AND ENTERTAINMENT; want to do whats right for me
want fast access, options, mobility, and customization |
|
|
Term
|
Definition
hands on, independent, practical, self-reliant
want tried & true- authentic, value honesty and hard work; prefer outdoors to indoors/active to passive
-work on their world
want to buy US products, save money, eat dinner w/ family, no internet, NASCAR |
|
|
Term
|
Definition
cautious, loyal, thriy, traditional
social security people
concerned about life's basic needs, support formal institutions, trsut authority figures, are last to adopt new products;
advertised brands are better, save money, cell just for saftey, hate to borrow money |
|
|
