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MKTG2030 Chapter 4
All the terms and process steps.
30
Marketing
Undergraduate 2
04/12/2013

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Term
Consumer Behaviour
Definition
The process that consumers go through when they select, purchase, and use a product
Term
Habitual Decision Making
Definition
Decisions that are characterized by low involvement and low perceived risk; requires emphasis on environmental cues.
Term
Extended Problem Solving
Definition
Decisions that are characterized by high involvement and high perceived risk; requires large amounts of information.
Term
Limited Problem Solving
Definition
The midpoint between Habitual Decision Making and Extended Problem Solving
Term
Involvement
Definition
The amount of importance we place on the potential consequences of the purchase.
Term
Perceived Risk
Definition
The belief that the choice of a product has potentially negative consequences.
Term
Consumer Decision Making Process (5)
Definition
i) Problem Recognition
ii) Information Search
iii) Alternative Evaluation
iv) Product Choice
v) Post-purchase Evaluation
Term
Evaluative Criteria
Definition
The key dimensions that a consumer uses to compare their alternatives.
Term
Brand Loyalty
Definition
A type of heuristic where a pattern of repeat purchases by a consumer leads to an underlying positive attitude.
Term
Cognitive Dissonance
Definition
The anxiety experienced after a purchase
Term
The 7 Internal Influences on Decision Making
Definition
i) Perception
ii) Motivation
iii) Learning
iv) Attitude
v) Personality
vi) Age & Family Life Cycle
vii) Lifestyle
Term
Perception
Definition
The process by which consumers select, organize, and interpret information
Term
The 3 Parts of Perception
Definition
i) Exposure
ii) Attention
iii) Interpretation
Term
Motivation
Definition
The state that drives consumers to satisfy their needs.
Term
Learning
Definition
A change in behaviour caused by acquired information or experience
Term
The 2 Types of Learning
Definition
i) Behavioural Learning
ii) Cognitive Learning
Term
Behavioural Learning
Definition
Focuses on how consumer behaviour is changed by external events
Term
Cognitive Learning
Definition
Focuses on how consumer behaviour is changed by problem solving and analysis of information
Term
Classical Conditioning
Definition
A type of behavioural learning - the connection of two dissimilar items through constant exposure
Term
Operant Conditioning
Definition
A type of behavioural learning - learning through punishment and reward
Term
Observational Learning
Definition
A type of cognitive learning - learning through the observation of others' actions and their consequences
Term
Attitudes
Definition
An acquired predisposition to respond favourably or unfavourably to stimuli
Term
The 3 Aspects of Attitude
Definition
i) Affect - the emotion
ii) Behaviour - the intent
iii) Cognitive - the knowledge
Term
Personality
Definition
The set of unique psychological characteristics that influence the way an individual reacts to their surroundings
Term
Lifestyle
Definition
A pattern of living that determines how an individual spends their energy, time, and money
Term
Psychographics
Definition
The use of anthropological, sociological, and psychological factors to create market segments.
Term
Situational Influences
Definition
The when, where, and how of consumer shopping.
Term
Sensory Marketing
Definition
A situational influence - Marketing that focuses on linking sensory experiences with a product
Term
Physical Environment
Definition
A situation influence - the environment surrounding the stores
Term
Social Influences
Definition
Cultures, subcultures, microcultures, opinion leaders, gender roles, environmentalism, consumerism, social class, group membership, etc.
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