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| people who know all the facts and logically compare choices to get the greatest satisfaction from spending their time and money |
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making the best use of a consumer's time and money-as the consumer judges it.
Example: Some consumers look for the lowest price. Others will pay extra for conveinence.
Other needs: Efficiency, dependability, quality
*Marketing managers must be alert to new ways to appeal to economic needs |
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| The basic forces that motivate a person to do something. More basic than wants. |
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| are "needs" that are learned during a person's life |
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| A strong stimulus that encourages action to reduce a need; when a need is not satisfied it may lead to this |
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| concerned with biological needs-food, drink, rest and sex |
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| concerned with protection and physical well-being (sitting on chair example-the chair won't collapse) |
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| An individual's need for personal satisfaction unrelated to what others think or do. Ex: Self esteem, accomplishment, fun freedom and relaxation |
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| suggests that we never reach a state of complete satisfaction; as soon as we get lower-level needs reasonably satisfied, those at higher levels become more dominant |
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| how we gather and interprent information from the world around us; why consumers select varying ways to meet their needs |
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our eyes and minds seek out and notice only information that interests us; ex. closing a pop-up ad before you see it, TiVo-ing commercials;
helps explain why some people are not affected by some advertising |
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we screen out or modify ideas messages and information that conflict with previously learned attitudes and beliefs
helps explain why some people are not affected by some advertising |
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| we remember only what we want to remember; hels explain why some people are not affected by some advertising |
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a change in a person's thought processes caused by prior experience. Often based on direct experience: Try ice cream, love it!
May also be based on indirect experience or associations: ads, other people's opinions |
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| products, signs, ads, and other stimuli in the environment; causes a persion to choose a response |
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| an effort to satisfy a drive; depends on the cues and the person's past experience |
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| occurs when the response is followed by satisfaction; strenghtens the relationnship between the cue and the response; repeatedly, this leads to the development of a habit |
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a person's point of view towards something; affect the selective processes, learning and eventually the buying decisions people make; have some action implications;
changing negative ones is probably the most difficult job marketers face |
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a person's opinion about something; may help shape a consumer's attitudes but don't necessarily involve any liking or disliking; not very action-oriented
*Ethical issues may arise if consumers have inaccurate beliefs. ex: low-fat beverages don't guarantee weight loss |
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| an outcome or event that a person anticipates or looks forward to; focus on the benefits or value that the consumer expects froma firm's marketing mix; consumer likely to be dissatisfied if these are not met in a product |
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| Psychographics/lifestyle analysis |
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| the analysis of a person's day-to-day pattern of living as expressed in that person's Activities, Interests, and Opinions (AIO's); help marketers paint a more human portrait of the target market |
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| a group of people who have approximately equal social position as viewed by others in the society; almost every society has these patterns to some extent; each group has different economic/shopping patterns |
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| the people to whom an individual looks when forming attitudes about a paricular topic; making comparisons between ourselves and others- can influence purchase decisions when we want others to "see" brands we are using |
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| a person who influences others; aren't necessarily wealthy and/or better educated; just considered cool and in-sync with the times; trend setters |
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| the whole set of beliefs, attitudes and ways of doing things of a reasonably homogeneous set of people-tend to be more similar in outlook and behavior; can't forget about subcultures; each foreign market may need to be treated as a separate market with its own submarkets |
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| Extensive Problem Solving |
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| when consumers put much effort into deciding how to satisfy a need; likely for a completely new purchase or to satisfy an important need; Ex: Buying a new car |
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| used by consumers when some effort is requred in deciding the best way to satisfy a need; typical when the consumer has some previous experience with a product but isn't sure which choice to make at the moment |
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| Routinized Response Behavior |
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| when the consumer regularly selects a particular way of satisfying a need when it occurs |
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| Low-involvement purchases |
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| purchases that have little importance or relevance for the customer |
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| a feeling of uncertanty about whether the correct decision was made; may lead a customer to seek additional information to confirm the wisdom of the purchase and thus reduce the tension |
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| The steps individuals go through on the way to accepting or rejecting a new idea: Includes, in order: Awareness, Interest, Evaluation, Trial, Decision, Confirmation |
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