Shared Flashcard Set

Details

Marketing 450 Final
Martha needs to be ruthlessly piped
124
Marketing
Undergraduate 4
12/12/2010

Additional Marketing Flashcards

 


 

Cards

Term
Culture
Definition
commonly held societal beliefs that define what is socially gratifying
Term
Cultural sanction
Definition
penalty associated with performing a non-gratifying or culturally inconsistent behavior
Term
cultural norm
Definition
rule that specifies the appropriate behavior in a given situation within a specific culture
Term
Dimensions of cultural values (5)
Definition

1.Individualism

2.  Masculinity

3.  Power Distance

4.  Uncertainty Avoidance

5.  Long-term orientation

Term
Shaping
Definition
Consumers behaviors slowly adapt to a culture through a series of rewards and sanctions
Term
modeling
Definition
a process of imitating others behavior
Term
Verbal Communication
Definition
The transfer of information through either the literal spoken or written word.
Term
Nonverbal Communication
Definition
Communication not involving the literal spoken or written word.
Term
Glocalization
Definition
Represents the idea that marketing strategy may be global but the implementation of that strategy at the marketing tactics level should be local.
Term
How is Culture learned? (3)
Definition

1.  Socialization (learning through observation of and the active processing of information about lived, everyday experience)

 

2.  Enculturation (the way a person learns in their native culture)

 

3.  Acculturation (process by which consumers to learn a culture other than their natural, native culture)

Term
Tiers of cultural hierarchy (top of hierarchy to bottom, 5 total)
Definition

1.  National Culture

2.  Ethnic Culture

3.  Regional Culture

4.  Generational Culture

5.  University Culture

Term
Reference group
Definition
a group of individuals who has significant relevance for a consumer and who impacts the consumers evaluations, aspirations, and behavior
Term
Group influence
Definition
refers to the ways in which group members influence the attitudes, opinions, and behaviors of others within the group.
Term
Members of the same group will... (4)
Definition

1.  Share common goals and interests

2.  communicate with, and influence, one another

3.  share a set of expectations, rules, and roles

4.  View themselves as members of a common social unit.

Term
Types of reference group influences (3)
Definition

1.  Informational influence

2.  Utilitarian influence

3.  value-expressive influence

Term
Reference group informational influence
Definition
consumers use the behaviors and attitudes of reference groups as information into making their own decisions
Term
reference group utilitarian influence
Definition
consumers conform to group expectations to receive a reward or avoid punishment
Term
reference group value-expressive influence
Definition
consumers internalize a group's values or join groups to express their own values and beliefs.
Term
WOM marketing
Definition
Word of mouth.  Information about products, services, and experience that is transmitted from consumer to consumer.  Can be organic or amplified.
Term
Buzz marketing (ties into 2 other types of marketing)
Definition

  • Marketing efforts that focus on generating excitement "buzz" that is spread between consumers.
  • A form of guerilla marketing - the marketing of a product using unconventional means
  • Viral marketing - uses online technologies to facilitate WOM by having consumers spread marketing messages through their online conversations.

Term
Stealth Marketing
Definition
A guerilla marketing tactic similar to buzz marketing, but consumers are completely unaware that they are being marketed to.  Often considers unethical along with practices called "shilling" and "infiltrating."
Term
Opinion leaders
Definition
consumers who have a great influence on the behavior of others relating to product adoption and purchase.
Term
Surrogate consumer
Definition
hired by another consumer to provide input into a purchase decision.
Term
Market Maven
Definition
A consumer who spreads information about all types of products and services.
Term
Diffusion process
Definition
The way in which new products are adopted and spread throughout a marketplace.
Term
Traditional family household
Definition

At least two people who are related by blood or marriage who occupy a housing unit.  

nuclear family and extended family

Term
Some emerging trends in family structure (3)
Definition

  1. "Non-traditional" household arrangements
  2. Blended families
  3. Single parent households

Term
Household purchaser roles (5)
Definition

  1. Influencer
  2. Gatekeeper
  3. User
  4. Decision Maker
  5. Purchaser

Term
KGOY
Definition
Kids are growing older younger!  Just know that children play a much larger role in influencing household purchases than ever before.  Kids are driving the decisions!
Term
Situational influences
Definition
Contextual effects independent of enduring consumer, brand, or product characteristics.
Term
Impulsivity
Definition
Represents how sensitive a consumer is to immediate rewards
Term
consumer self-regulation + action oriented vs state oriented
Definition

a tendency for consumers to inhibit outside, or situational, influences from interfering with shopping intentions.

 

Action oriented:  high capacity to self regulate

state oriented - low capacity to self regulate

Term
Atmospherics
Definition
the emotional nature of an environment or more precisely, the feelings created by the total aura of physical attributes that comprise the physical environment
Term
Servicescape
Definition
the physical environment in which consumer services are performed
Term
Types of atmosphere elements (4)
Definition

  1. Odors
  2. Music
  3. Color
  4. Social Settings

Term
Atmosphere elements; two factors to help create a competitive advantage
Definition

  1. Fit:  appropriateness of the elements for the given environment
  2. Congruity:  consistency of the elements with one another.

Term
Antecedent Conditions + three examples
Definition

Situational characteristics that a consumer brings to information processing.

 

  1. Economic Resources
  2. Mood
  3. Security and Fearfulness

Term
Perspectives of consumer decision making (3)
Definition

  1. Rational perspective
  2. Experiental Perspective
  3. Behavioral influence perspective

Term
Rational perspective of consumer decision making
Definition
assumes that consumers diligently gather information about purchases, carefully compare various brands of products, and make informed decisions on what to buy.
Term
experiental perspective of consumer decision making
Definition
Assumes that consumers often make purchases and reach decisions based on the affect, or feeling, attached to the product or behavior under consideration.
Term
behavioral influence perspective of consumer decision making
Definition
assumes that many decisions are actually learned responses to environmental influences.  For example, soft music and dim lighting have a strong influence in a restaurant
Term
Involvement
Definition
the degree of personal relevance that a consumer finds in pursuing value from a given act
Term
Types of risk (5)
Definition

  1. Financial
  2. Social
  3. Performance
  4. Physical
  5. Time

Term
Limited Decision Making
Definition
usually occurs when there are relatively low amounts of purchase risk and product involvement
Term
Extended decision making
Definition
when consumers search diligently for information that will help them reach a satisfactory decision.  Happens when involvement is high and there is a significant amount of purchase risk involved with the decision.
Term
Habitual decision making
Definition
Also known as "routine" decision making.  When consumers generally do not seek information at all when a problem is recognized, they already have a brand in mind.
Term
Need recognition
Definition

Consumer perceives a difference between an actual state and a desired state.

 

Actual state = a consumers perceived state

desired state = perceived state for which the consumer strives

Term
Consumer search behavior plus the four types
Definition

behaviors that consumers engage in as they seek information that can be used to resolve a problem.

 

  1. Ongoing - seeks because consumers are interested in the particular topic.
  2. Prepurchase - focused on locating information that will enable the consumer to reach a decision for a specific problem.  Problems are purchase specific.
  3. Internal - retrieval of knowledge about products that is stored in memory
  4. External - gathering of info from sources external to consumer, like family, friends, salespeople, internet, ads, etc.

Term
Factors considered in the external search (4)
Definition

  1. Ease of obtaining information from the source.
  2. Objectivity of the source.
  3. Trustworthiness of the source.
  4. How timely the information can be obtained.

Term
Consideration set (5 parts to it)
Definition

 

  • Universal set - all possible solutions to a need
  • Awareness set - the set of brands or alternatives of which a consumer is aware
  • Consideration set - the evoked set.  Includes the brands, or alternatives, that are considered acceptable for further consideration in decision making.
  • Inert set - alternatives to which consumers are indifferent, strong feelings are not held.
  • Inept set - deemed unacceptable for further consideration.

 

Term
Evaluative criteria of consumer decision making (2 in particular are important)
Definition

The attributes, features, or potential benefits that consumers consider when reviewing possible solutions to a problem.

 

Used most:  Price and quality

Term
Some factors influencing amount of search (8 total, remember like 4 or 5)
Definition

 

  • Product experience
  • Involvement
  • Perceived Risk
  • Value of Search effort
  • Time availability
  • Attitudes towards shopping
  • Personal factors
  • Situational influencers

 

Term
Value equation
Definition
Value = what you get (benefits) - What you give (costs)
Term
Determinant criteria
Definition
The evaluative criteria that are related to the actual choice that is made
Term
Types of evaluation processes (2)
Definition

Affect-based evaluation

Attribute based evaluation

Term
Affect-based evaluation
Definition
Evaluate products based on the overall feeling that is evoked by the alternative
Term
attribute based evaluation
Definition
evaluate alternatives across a set of attributes that are considered relevant to the purchase situation.
Term
Some factors determining evaluative criteria used (6)
Definition

  • situational influences
  • product knowledge
  • social influence expert opinions
  • online sources
  • marketing communications

Term
Issues affecting consumer judgements (4)
Definition

  1. Just noticeable difference
  2. attribute correlation
  3. quality perceptions
  4. brand name associations

Term
Consumer choice:  Decision Rules (which 2 are they, don't define)
Definition

  1. Compensatory rules
  2. Noncompensatory rules

Term
Compensatory rules
Definition
Allow consumers to select products that may perform poorly on one attribute by compensating for the poor performance by good performance on another attribute.
Term
Noncompensatory rules
Definition
Strict guidelines are set prior to selection, and any option that does not meet the specifications is eliminated from consideration.
Term
Noncompensatory models (4)
Definition

  1. Conjunctive rule
  2. Disjunctive rule
  3. Lexicographic rule
  4. Elimination-by-aspects rule (EBA)

Term
Conjunctive rule
Definition
The consumer sets a minimum mental cutoff point from various features and rejects any product that fails to meet or exceed this cutoff point across all features.
Term
Disjunctive rule
Definition
Similar to conjunctive, as the consumer sets a minimum mental cutoff for various features.  However, this cutoff point is high, so a product that exceeds the point will be picked.
Term
Lexicographic rule
Definition
The consumer selects the product that he or she believes performs best on the most important features
Term
Elimination-by-aspects rule (EBA)
Definition
consumer sets cutoff points for all attributes.  Beginning with the most important feature they eliminate options that dont meet or surpass the cutoff point.  then move down the line to next most important until only one option is left and a choice is made.
Term
Consumption
Definition
the process that converts time and goods, services or ideas into value.
Term
Consumption - product classification (2)
Definition

Durable goods - consumed over long periods of time.

Nondurable goods - consumed quickly.

Term
Meaning transference
Definition
Process through which cultural meaning is transferred to a product and onto the consumer.
Term
Satisfaction
Definition
A mild, positive emotional state resulting from a favorable appraisal of a consumption outcome.
Term
Dissatisfaction
Definition
A mild, negative affective reaction resulting from an unfavorable appraisal of a consumption outcome.
Term
Some postconsumption reactions
Definition

  • Delight
  • Disgust
  • Surprise
  • Exhilaration
  • Anger

Term
Theories of postconsumption reactions (3)
Definition

  1. Expectancy/disconfirmation theory
  2. equity theory
  3. attribution theory

Term
Expectancy/disconfirmation theory
Definition
Satisfaction formation theory that proposes that consumers use expectations as a benchmark against which performance perceptions are judged.
Term
Two components of consumer expectations
Definition
The probability that something will occur

AND

an evaluation of that potential occurence
Term
Types of expectations (4)
Definition

  1. Predictive
  2. Normative
  3. Ideal
  4. Equitable

Term

Sources of expectations (4)

 

Definition

  1. Word-of-mouth
  2. Experience
  3. Advertisements
  4. Personal Factors

Term
Equity theory
Definition
Proposes that consumers cognitively compare their own level of inputs and outcomes to those of another party in an exchange
Term
Attribution theory and its three elements
Definition

Focuses on explaining why a certain event has occured.

 

  • Locus - Judgements of who is responsible for an event
  • Control - the extent to which an outcome was controllable or not.
  • Stability - the likelihood that an event will occur again.

Term

Cognitive dissonance

 

and a few conditions (not as important)

Definition

Lingering doubts about a decision that has already been made, also known as buyers regret.

 

Some conditions:

  • consumer is aware that there are many attractive alternatives
  • decision is difficult to reverse
  • decision is important and involves risk.
  • consumer has low self-confidence

Term
Cognitive reducing strategies (5)
Definition

  1. Return the product if possible
  2. Complain about the experience
  3. Seek positive information about alternative selected
  4. Seek negative information about alternatives not selected
  5. Minimize the perceived importance of the decision

Term
Consumer Refuse
Definition
Any packaging that is no longer necessary for consumption to take place or, in some cases, the actual good that is no longer providing value to the consumer.
Term
Ways of disposing of refuse (pretty fuckin self spoken)
Definition

  1. Trashing
  2. Converting
  3. Donating
  4. Recycling
  5. Trading
  6. Reselling

Term
Complaining Behavior
Definition
Occurs when a consumer actively seeks out someone to share an opinion with regarding a negative consumption event.
Term
Ways to handle service complaints effectively (6)
Definition

  1. Thank the guest for providing the information.
  2. Ask questions to clarify the issue
  3. Apologize sincerely
  4. Show empathy for the customer's situation
  5. Explain the corrective action that will take place.
  6. Follow up with the customer after the corrective action.

Term
Ways to handle negative publicity (4)
Definition

  1. Do nothing
  2. Deny Responsibility
  3. Take responsibility
  4. Release information to let public draw their own conclusions.

Term
Switching behavior
Definition
Refers to the times when a consumer chooses a competing choice, rather than the previously purchased choice, on the next purchase occasion.
Term
Factors contributing to switching costs
Definition

Unfair prices and treatment - both of these contribution to dissatisfaction or anger, which leads to switching.

 

Procedural costs, financial costs, and relational costs.

Term
Customer share
Definition
The portion of resources allocated to one brand from among the set of competing brands.
Term
Customer inertia
Definition
Situation in which a consumer tends to continue a pattern of behavior until some stronger force motivates him or her to change.
Term
Customer commitment
Definition
A strong feeling of attachment, dedication, and sense of identification with a brand.
Term
Antiloyal consumers
Definition
Those who will do everything possible to avoid doing business with a particular marketer.
Term
Characteristics of relationship quality (6)
Definition

  1. Competence
  2. Communication
  3. Trust
  4. Equity
  5. Personalization
  6. Customer Oriented

Term
Consumer misbehavior and exchange
Definition

Behavior that violates generally accepted norms of conduct.

 

For exchanges to occur in an orderly fashion, the expectations of the consumer, the marketer, and even other consumers must coincide with one another.

Term
Retail borrowing
Definition
The practice of buying products with the sole intention of returning the products after they have been used.
Term
The focus of consumer misbehavior is...
Definition
Value.  Misbehaving consumers seek to maximize the benefits that they receive from an action while minimizing, or eliminating, associated costs.  Unfortunately, other consumers suffer while misbehaving consumers break societal norms and laws.
Term
Moral beliefs
Definition
Beliefs about the perceived ethicality or morality of behaviors.
Term
Moral beliefs components (3 + their definitions)
Definition

 

  • Moral equity - beliefs regarding an act's fairness or justness.
  • Contractualism - beliefs about the violation of written (or unwritten) laws.
  • Relativism - beliefs about the social acceptability of an act.

 

Term
Behavioral evaluations (2)
Definition

  • Deontological evaluations - Focus on specific actions - is this action right?
  • Teleological evaluations - focus on the consequences of the behaviors - How much "good" will result from this decision?

Term
Some motivations of misbehavior
Definition

  • Unfulfilled aspirations
  • Thrill-seeking
  • Moral constraints are absent
  • Differential association
  • Pathological socialization
  • Provocative situational factors
  • Opportunism

Term
Consumer misbehavior
Definition
Behavior deliberately harmful to another party in an exchange process
Term
Problem behaviors
Definition
Behaviors that are seemingly outside of a consumer's control.
Term
Consumer motivations for shoplifting
Definition

  • The temptation is so strong.
  • The belief that retailers can absorb the loss
  • The perceived likelihood of getting caught is low.
  • A desire to gain acceptance into a group
  • It is exciting and risky

Term
Computer-mediated misbehaviors (2)
Definition

  1. Illegal sharing of software and music
  2. Attacks

Term
More consumer misbehavior
Definition

  1. Fraud
  2. Abusive consumer behavior
  3. Dysfunctional sports behavior

Term
Culture jamming
Definition
Refers to attempts to disrupt advertisements and marketing campaigns by altering the messages in some meaningful way.
Term
Illegitimate complaining is motivated by... (5)
Definition

  1. Desire for monetary gain.
  2. Desire to evade personal responsibility for product misuse.
  3. Desire to enhance the consumer's ego.
  4. Desire to look good to others.
  5. Desire to harm a service provider or company.

Term
Product misuse examples in cars
Definition

  1. Aggressive driving
  2. Drunk driving
  3. cell phone use in cars

Term
Compulsive consumption
Definition
Repetitive, excessive, and purposeful consumer behaviors that are performed as a response to tension, anxiety, or obtrusive thoughts.
Term
Addictive consumption
Definition
A physiological dependency on the consumption of a product.
Term
Eating disorder examples (duh)
Definition
Binge eating, bulimia, anorexia
Term
More problem behaviors (duh)
Definition
Binge drinking, problem gambling, drug abuse
Term
Consumerism
Definition
A term used to describe the activities of various groups to protect basic consumer rights.
Term
The consumer bill of rights (4)
Definition

  • The right to safety
  • The right to be informed.
  • The right to redress and to be heard.
  • The right to choice

Term
Corporate Social Responsibility
Definition

An organization's activities and status related to its societal obligations.

 

Ethical duties, altruistic duties, strategic initiatives.

Term
Societal Marketing Concept
Definition
Considers not only the wants and needs of individual consumers, but also the needs of society.
Term
Examples of public criticisms of marketing (8)
Definition

  • Deceptive advertising
  • Marketing to children
  • Pollution
  • Planned obsolescence
  • True versus artificial needs
  • Cash advance loans
  • Manipulative sales tactics
  • Stealth Marketing

Term
Deceptive advertising
Definition
Contains or omits information that is important in influencing a consumer's buying behavior.  Is likely to mislead consumers who are acting "reasonably."
Term
Marketing to children (3 ways to protect against it)
Definition

  1. Children's Television Act
  2. Children's Advertising Review Unit
  3. Children's Online Privacy Protection Act

Term
Pollution within marketing
Definition

  • Marketers are often criticized for harming the environment.
  • Consumption leads to waste and pollution.
  • Environmental issues are complicated.
  • Environmental Protection Agency plays a key role.

Term
Planned obsolescence
Definition
The practice of managing and intentionally setting discontinue dates for products.
Term
Cash advance loans
Definition

  • Also known as "Payday loans."
  • Fees associated with the service usually amount to an extremely high interest rate.
  • Truth-in-lending laws require disclosure, but many consumers don't consider these costs.

Term
Manipulative sales tactics (4)
Definition

  1. Foot-in-the-door technique
  2. Door-in-the-face technique
  3. Even-a-penny-will-help technique
  4. "I'm working for you!" technique

Supporting users have an ad free experience!