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Test 2
Basic Marketing Concepts
22
Marketing
Undergraduate 2
02/26/2009

Additional Marketing Flashcards

 


 

Cards

Term
Why do marketers go to great lengths to understand customer needs/ buying behavior?
Definition

1) B/C customers reaction to a firm's marketing strategy have a great impact on the firms succes.

2) marketing concept stress that a firm create marketing mix that satisfies customers. To find this, marketers must examine the main influences on what,where,when, and how consumers buy.

3) by gaining a deeper understanding of the factors that affect buying behavior, marketers are in a better position to predict how consumers will respond to marketing strategies. 

Term
market group
Definition
group of individuals and/or organizations that have needs for products in a product class and have the ability, willingness, and authority to purchase those products.
Term
2 catagories of markets
Definition

1) consumer market

2) business market 

Term
Consumer market
Definition
consistes of purchasers and household members who intend to consume or benefit from the purchased products and do not buy products for the primary purpose of making a profit.
Term
buying behavior
Definition
the decision processes and acts of people involved in buying and using products
Term
consumer buying behavior
Definition
buying behavior of ultimate consumers, those who purchase products for personal or household use and not for business purposes
Term
level of involvement
Definition
the degree of intrest in a product and the importance the individual places on that product
Term
enduring  involvement
Definition
a persons interest in a product or product category that is ongoing and long term
Term
situational involvement
Definition
temporary and dynamic, and results from a particular set of circumstances,
Term
routinized response behavior
Definition

used when buying frequently purchased, low-cost items needing very little search-and-decision effort. low involvement products are bought through this process

 

ex. soft drink / cereal 

Term
limited problem solving
Definition
used when buying products occasionally or when information is needed about an unfamiliar brand in a familiar product category. requires a moderate amount of time for information gathering.
Term
extended problem solving
Definition
most complex. occurs when purchasing unfamiliar, expensive, or infrequently bought products- for instance, a car, home, or college education. The buyer  uses many criteria to evaluate alternative brands or choices and spends much time seeking information and deciding on the purchase. used for purchasing high-involvement products
Term
impulse buying
Definition
involves no conscious planning but results from a powerfuk urge to buy something immediately
Term

Factors Affecting The Rate of Adoption

Definition
Complexity (relative)
Cost (relative)
Visibility of return
Immediacy of return
Relative advantage
Presence of trial period
Cultural compatibility
Term

Consumer Behavior

Definition

Social Psychology

Psychology

 

Sociology

 

Economics

 

 

Demography

 

 

 

 

Anthropology

 

 

 

Term
Segmentation Bases
Definition

Characteristics of individuals, groups,

or organizations used

to divide a total market

into segments.

(variables)

Term
External characteristics
Definition
Easily measured/observed
 
Relatively inexpensive
 
Relatively quick
Term
Internal characteristics
Definition
Requires a special study
 
Expensive,
time-consuming
Term

External Characteristics

Definition
Geographic
 
Demographic
 
Economic
 
Social Class
 
Cultural
 
Religious
Term

Internal Characteristics

Definition
Lifestyle
 
Motivations
 
Needs
 
Personality
 
Attitudes
 
Perceptions
 
Stages in the buying process
Term
80/20 Principle
Definition

A principle holding that


20 percent of all customers

generate 80 percent


of the demand.

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