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| Classifying consumers into categories in terms of of age, gender, income, or occupation. |
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Refers to aspects of a person's lifestyle and personality.
-Like the type of clothing or music that people are interested in. |
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| Web group members share views and product recommendations online. |
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| Market segmentation strategies |
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| Is targeting a brand only to specific groups of consumers rather than to everybody- even if it means that other consumers who don't belong to this target market aren't attracted to that product. |
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| Is something that says a lot about a person's interests, as well as something about the type of person she would like to be. |
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| A bond between product and consumer that is very difficult for competitors to break. |
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| A term that company's give to consumers that are very loyal to their brand and products. |
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| 20% of users account for 80% of sales. |
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| Interact with customers on a regular basis and give them reasons to maintain a bond with the company over time. |
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| Involves tracking specific consumers' buying habits very closely and crafting products and messages tailored precisely to people's wants and needs based on this information. |
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| The perspective that much of consumer behavior resembles actions in a play. |
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| Consists of music, movies, sports, books, celebrities, and other forms of entertainment the mass market consumes, is both a product of and an inspiration of marketers. |
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| Consumer-generated content |
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| Where everyday people voice their opinions about products, brands, and companies on blogs, podcasts, and social networking, and even film their own commercial that thousands view on sites such as Youtube, probably is the biggest marketing phenomenon of this decade. |
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| A strategy to disrupt efforts by the corporate world to dominate our cultural landscape. |
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| Strategies use techniques marketers normally employ to sell beer or detergent to encourage positive behaviors such as increased literacy and to discourage negative activities such as drunk driving. |
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| Firms that use this philosophy choose to protect or enhance the natural environment as they go about their business activities. |
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| Events in which people deliberately deface or mutilate products and services. |
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| Is the basic set of assumptions underlying the dominant paradigm at this in time. |
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| Also called postmodernism. Suggest the importance of symbolic, subjective, experience, and the idea that meanings is in the mind of the person. That is, we construct our own meaning and there is no right or wrong answer. |
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