Term
|
Definition
| a group of people who, as individuals or as organizations, ahe needs for products in a product class and have the ability, willingness, and authority to purchase such products |
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Term
| two categories of markets |
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Definition
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Term
|
Definition
| consists of purchasers and household members who intend to consume or benefit from the purchased products and do not buy products for the main purposeof maing a profit |
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Term
|
Definition
| consists of individuals or groups that purchase a specific kind of product for one of three purposes: resale, direct use in producing other products, or use in general daily operations |
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Term
| classifications of business to business/industrial/organizations/B2B markets |
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Definition
| producer, reseller government, institutional markets |
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Term
|
Definition
| a firm's ability to establish and maintain satisfying customer relationships requires an understand of ____________ |
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Term
|
Definition
| decision process and acts of ppl involved in buying and using products |
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Term
|
Definition
| refers to the buying behavior of ultimate consumers, those who purchase products for personal or household use and not for business purposes |
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Term
|
Definition
| the degree of interest in a product and the importance the individual places on this product |
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Term
| high involvement products |
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Definition
| products that are visible to others (ie clothing, furniture, auto) and expensive |
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Term
|
Definition
| products that are less expensive and have less associated social risk |
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Term
|
Definition
| a person's interest in a product or product category that is ongoing and long term |
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Term
|
Definition
| temporary and dynamic and results from a particular set of circumstances |
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Term
| routinized response behavior, limited problem solving, extended problem solving |
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Definition
| three types of consumer problem solving |
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Term
| routinized response behavior |
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Definition
| buying frequently purchased, low cost items requiring very little search and decision effort |
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Term
|
Definition
| buying products occasionally or when needing to obtain information about an unfamiliar brand in af familiar product category |
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Term
|
Definition
| requires a moderate amount of time for information gathering and deliberations |
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Term
|
Definition
| most complex type of problem solving |
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Term
|
Definition
| This type of problem solving occurs when purchasing unfamiliar, expensive, or infrequently bought products |
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Term
|
Definition
| involves no conscious planning but results from a powerful urge to buy something immediately |
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Term
| problem recognition, information search, evluation of alternatives, purchase, and post purschase evaluation |
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Definition
| five stages of the consumer buying decision process |
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Term
|
Definition
| occurs when a buyer becomes aware of a difference between a desired state and an actual condition |
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Term
| internal search and external search |
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Definition
| two aspects of information search |
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Term
|
Definition
| buyers search their memories for information about products that might solve the problem |
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Term
|
Definition
| when a buyer cannot retrieve enough information from memory to make a decision, they seek additional inforamtion from outside searches |
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Term
| consideration set (an evoked set) |
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Definition
| a group of brands that a buyer views as possible alternatives after a successful information search |
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Term
|
Definition
| objective and subjective characteristics that are important to a buyer; used to assess the products in a consideration set |
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Term
| "framing the alternatives" |
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Definition
| marketers' influence on consumers' evaluations; describing the alternatives ad their attributes in a certain manner |
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Term
|
Definition
| the consumer chooses the product to be bought in this stage |
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Term
| satisfaction of dissatisfaction |
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Definition
| outcome of post-purchase evaluation stage |
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Term
| cognitive dissonance; shortly after the purchase of an expensive product |
|
Definition
| doubts in the buyer's mind about whether purchasing the product was the right decision; when does this occur? |
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Term
| situational,psychological, and social |
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Definition
| three major categories of influences believed to affect the consumer buying decision process |
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Term
|
Definition
| result from circumstances, time and location that affect eh consumer buying decision process |
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Term
| physical surroundings, social surroundings, time perspective, reason for purchase, and the buyer's momentary mood and condition |
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Definition
| five categories of situational factors |
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Term
| primary psychological influences |
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Definition
| perception, motives, learning, attitudes, personality, and self concept, and lifestyles |
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Term
|
Definition
| process of selecting, organizing, and interpreting information inputs to produce meaning |
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Term
|
Definition
| sensations received through sight, taste, hearing, smell, and touch |
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Term
|
Definition
| the process of selecting inputs to be exposed to our awareness while ignoring others |
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Term
|
Definition
| sensations received through the sense organs |
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Term
|
Definition
| changing or twisting currently received information; occurs when a person receives information inconsistent with personal feelings or beliefs |
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Term
|
Definition
| remembering information inputs that support personal feelings and beliefs and forgetting inputs that do not |
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Term
|
Definition
| the second step in the process of perception |
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Term
|
Definition
| organizational method that occurs when a person mentally fills in missing elements in a pattern or statement |
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Term
|
Definition
| the third step in the perceptual process |
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Term
|
Definition
| the assignment of meaning to what has been organized |
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Term
|
Definition
| internal energizing fore that orients a person's activities toward satisfying needs or achieving goals |
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Term
| maslow's hierarchy of needs |
|
Definition
| five levels of needs that humans seek to satisfy, from most to least important |
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Term
|
Definition
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Term
|
Definition
| motives that influence where a person purchases a product on a regular basis |
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Term
|
Definition
| refers to changes in a person's thought processes and behavior caused by information and experience |
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Term
|
Definition
| refers to changes in a person's thought processes and behavior caused by information and experience |
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Term
|
Definition
| an individual's enduring evaluation of, feelings about, and behavioral tendencies toward an object or idea |
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Term
| cognitive, affective, behavioral |
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Definition
| three major components of an attitude |
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Term
| the person's knowledge and information about the object or idea |
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Definition
| cognitive component of attitude |
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Term
| consists of feelings and emotions toward the object or idea |
|
Definition
| affective component of attitude |
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Term
| behavioral component of attitude |
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Definition
| manifests itself in the person's actions regarding the object or idea |
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Term
|
Definition
| means of measuring consumer attitudes by gauging the intensity of individuals' reactions to adjectives, phrases, or sentences about an object |
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Term
|
Definition
| an individual's enduring evaluation of, feelings about, and behavioral tendencies toward an object or idea |
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Term
|
Definition
| set of internal traits and distinct behavioral tendencies that result in consistent patterns of behavior in certain situations |
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Term
|
Definition
| aka self image; a person's view or perception of himself or herself |
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Term
|
Definition
| an individual's pattern of living expressed through activities, interests, and opinions |
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Term
|
Definition
| the forces other ppl exert on ones buying behavior |
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Term
|
Definition
| actions and activities that a persona in a particular position is supposed to perform based on expectations of the individual and surrounding persons |
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Term
|
Definition
| process through which a person acquires the knowledge and skills to function as a consumer (often as a child with family influences) |
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Term
| autonomic, husband, wife, syncratic |
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Definition
| family decision making processes categories |
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Term
|
Definition
| any group that positively or negatively affects a person's values, attitudes, or behavior |
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Term
| membership, aspirational, disassociative |
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Definition
| three major types of reference groups |
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Term
|
Definition
| (in most reference groups); provides information about a specific sphere that interests reference group participants who seek information |
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Term
|
Definition
| open group of individuals with similar social rank |
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Term
|
Definition
| the accumulation of values, knowledge, beliefs, customs, objects, and concepts that a society uses to cope with its environment and passes on to future generations |
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Term
|
Definition
| groups of individuals whose characteristic values and behavior patterns are similar to each other and differ from those of the surrounding culture |
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Term
|
Definition
| fastest growing American subculture |
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Term
|
Definition
| the systematic design, collections, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing |
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Term
|
Definition
| process for gathering information not currently available to decision makers |
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Term
|
Definition
| to inform an organization about customers' needs and desires, marketing opportunities for particular goods and services, and changing attitudes and purchase patterns of customers |
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Term
|
Definition
| the systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities |
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|
Term
| purpose of marketing research |
|
Definition
| inform an organization about customers' needs and desires, marketing opporutnities for particular goods and services, and changing attitudes and purchase patterns of custoemrs |
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|
Term
| locating and defining issues or problems, designing the research project, collecting data, interpreting research findings, and reporting research findings |
|
Definition
| process of marketing research (steps) |
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Term
|
Definition
| first step in launching a research study |
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Term
|
Definition
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Term
|
Definition
| an overall plan for obtaining the information needed to address a research problem or isssue |
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|
Term
| formulate hypothesis, determine what type of research is most appropriate for testing the hypothesis to ensure that the results are reliable and valid |
|
Definition
| step 2) designing the research project |
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Term
|
Definition
| an informed guess or assumption about a certain problem or set of circumstances |
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Term
|
Definition
| exploratory or conclusive |
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Term
|
Definition
| when marketers need more information about a problem or want to make a tentative hypothesis more specific |
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Term
| to better understand a problem or situation and/or to help identify additional data needs or decision alternatives |
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Definition
| main purpose of exploratory research |
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|
Term
| to generate insights about a situation |
|
Definition
| research purpose of exploratory research |
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|
Term
| to generate insights about a situation |
|
Definition
| research purpose of exploratory research |
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Term
| vague data needs, ill defined data sources, open ended/rough data collection, relatively small and subjectively selected sample, no set procedure, informal, typically non-quantitative |
|
Definition
| describe qualities of exploratory research |
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|
Term
| clear data needs, well defined data sources, usually structured data collection, relatively large, objectively selected sample, well laid out procedure, typically quantitative,formal |
|
Definition
| describe qualities of conclusive research |
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Term
| to verify insights and aid in selecting a course of action |
|
Definition
| purpose of conclusive research |
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Term
|
Definition
| research designed to verify insights through objective procedures and to help marketeers in making decisions |
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|
Term
| descriptive and experimental |
|
Definition
| two types of conclusive research |
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Term
|
Definition
| research conducted to clarify the characteristics of certain phenomena and thus solve a particular problem |
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Term
|
Definition
| allow marketers to make causal deductions about relationships |
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|
Term
| manipulation of the causal variable and control of other variables |
|
Definition
| what makes experimental research unique? |
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Term
|
Definition
| produces almost identical results in repeated trials |
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Term
|
Definition
| the research method must measure what it is supposed to measure |
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|
Term
| primary data, secondary data |
|
Definition
| two types of data for marketing research |
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Term
|
Definition
| observed and recorded or collected directly from respondents; observe pheonmena or survey ppl |
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Term
|
Definition
| compiled both inside and outside the organization for some purpose other than the current investigation (include general reports) |
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Term
| periodicals, gov publications, online databases |
|
Definition
| examples of external sources of secondary data |
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|
Term
| sampling procedures, survey methods, and observation |
|
Definition
| used to gather primary data |
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Term
|
Definition
| which data collection is more lengthy, expensive, and complex? |
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Term
|
Definition
| all the elements, units, or individuals of interest to researchers for a specific study |
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Term
|
Definition
| a limited number of unites chosen to represent the characteristics of the population |
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Term
|
Definition
| a sampling technique in which every element in the population being studied has a known chance of being selected for study |
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Term
|
Definition
| a type of probability sampling in which all units have an equal chance of appearing in a sample |
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Term
|
Definition
| a type of probability sampling in which the population is divided into groups according to a common attribute, and a random sample is then chosen within each group |
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Term
|
Definition
| a sampling technique in which there is no way to calculate the likelihood that a specific element of the population being studied will be chosen |
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Term
|
Definition
| a non probability sampling technique in which researchers divide the population into groups and then arbitrarily choose participants from each group |
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Term
|
Definition
| greatest threat to valid survey research |
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Term
|
Definition
| a research method in which respondents answer a questionnaire sent through the mail |
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Term
|
Definition
| least expensive methods of surveying |
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Term
| personal interview survey |
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Definition
| most expensive survey method |
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Term
|
Definition
| a research method in which respondents' answers to a questionnaire are recorded by interviewers on the phone |
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Term
|
Definition
| primary benefit of automated surveys |
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Term
| online social networking sites |
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Definition
| can be a good substitute for focus groups |
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|
Term
| personal interview survey |
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Definition
| a research method in which participants respnod to survey questions face to face |
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Term
| in home door to door interview |
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Definition
| a personal interview that takes place in the respondent's home |
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Term
|
Definition
| a research method involving observation of group interaction when members are exposed to an idea or a concept |
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Term
|
Definition
| small groups of actual custoemrs who serve as soundign boards for new product ideas and offer insights into their feelings and attitudes toward a firm's products and other elements of marketing strategy |
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Term
| telephone depth interview |
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Definition
| an interview that combines the traditional focus group's ability to probe with the confidentiality provided by telephone survey |
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Term
| shopping mall intercept interviews |
|
Definition
| a research method that involves interviewing a percentage of persons passing by intercept points in a mall |
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Term
|
Definition
| most important rule in composing questions for a questionnaire |
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Term
|
Definition
| what method avoids a central problem of survey methods (motivating respondents to state their true feelings or opinions) |
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Term
| display the data in a table format |
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Definition
| first step in drawing conclusions from most research |
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|
Term
| statistical interpretation |
|
Definition
| analysis of what is typical or what deviates from the average |
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|
Term
| report the research findings |
|
Definition
| the final step in the marketing research process |
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|
Term
| marketing information system (MIS) |
|
Definition
| a framework for the management and structuring of information gathered regularly from sources inside and outside an organization |
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|
Term
| data storage and retrieval |
|
Definition
|
|
Term
|
Definition
| information provided by a single marketing research firm |
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|
Term
| marketing decision support system (MDSS) |
|
Definition
| customized computer software that aids marketing managers in decision making |
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|
Term
first phase: detailed search for and analysis of secondary data to gain greater understanding of a partiuclar marketing environment;
second phase: filed research |
|
Definition
| describe the two pronged approach to international marketing research |
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Term
|
Definition
| a good, service, or idea received in an exchange |
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Term
|
Definition
|
|
Term
|
Definition
| intangible; result of the application of human and mechanical efforts to people or objects |
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Term
|
Definition
| concept, philosophy, image or issue that provide psychological stimulation and aid in solving problems or adjusting to the environment |
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|
Term
| core product, its supplemental features, its symbolic or experiential benefits |
|
Definition
| what are the three interdependent elements of a total product offering? |
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Term
|
Definition
| consists of a product's fundamental utility or main benefit and usually addresses a fundamental needs of the consumer |
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Term
|
Definition
| products purchased to satisfy personal and family needs |
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Term
|
Definition
| products bought to use in an organization's operations, to resell, or to make other products |
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Term
|
Definition
| relatively inexpensive, frequently purchased items for which buyers exert minimal purchasing effort |
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Term
|
Definition
| items for which buyers are willing to expend considerable effort in planning and making purchases (a type of product) |
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Term
| convenience, shopping, specialty, and unsought products |
|
Definition
| the four categories of products when divided based on characteristics of consumer buying behavior |
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Term
|
Definition
| are buyers of shopping products particularly brand loyal? |
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Term
|
Definition
| items with unique characteristics that buyers are willing to expend considerable effort to obtain |
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Term
|
Definition
| products purchased to solve a sudden problem, products of which customers are unaware, and products that people do not necessarily think about buying |
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Term
|
Definition
| facilities and noportable major equipment |
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Term
|
Definition
| do buyers compare alternatives when searching for specialty products? |
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Term
| installations; accessory equipment; raw materials; component parts; process materials; maintenance; repair; MRO (operating) supplies; business services |
|
Definition
| seven categories of business products according to their characteristics and intended uses |
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Term
|
Definition
| which of the business products is classified as a long term investment of capital because it is so expensive |
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Term
|
Definition
| equipment that does not become part of the final physical product but is used in production or office activities |
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Term
|
Definition
| basic natural materials that become part of a physical product |
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Term
|
Definition
| items that become part of the physical product and are either finished items ready for assembly or products that needs little processing before assembly |
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Term
|
Definition
| items that are part of the physical product and are often easily identifiable and distinguishable |
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Term
|
Definition
| materials that are used directly in the production of other products but are not readily identifiable |
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Term
|
Definition
| maintenance, repair, and operating items that facilitate production and operations but do not become part of the finished product |
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Term
|
Definition
| the intangible products that many organizations use in their operations |
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Term
|
Definition
| a specific version of a product that can be designated as a distinct offering among a firm's products |
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Term
|
Definition
| a group of closely related product items viewed as a unit because of marketing, technical, or end use considerations |
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Term
|
Definition
| the total group of products that an organization makes available to customers |
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Term
|
Definition
| the number of product lines a company offers |
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Term
|
Definition
| the average number of different product items offered in each product line |
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|
Term
| product life cycle; introduction, growth, maturity, decline |
|
Definition
| the progression of a product through four stages; name the four stages |
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Term
|
Definition
| the initial stage of a product's life cycle; its first appearance in the marketplace; when sales start at zero and profits are negative |
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Term
|
Definition
| the stage of a products' life cycle when sales rise rapidly and profits reach a peak and then start to decline |
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Term
| competitors enter the market, driving prices down |
|
Definition
| why do profits decline in the growth stage of a product's life cycle? |
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Term
|
Definition
| what is management's goal during the growth stage of a products life cycle |
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Term
|
Definition
| the stage of a product's life cycle when the sales curve peaks and starts to decline as profits continue to fall |
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Term
|
Definition
| the stage of a products life cycle when sales fall rapidly |
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Term
|
Definition
| the stages buyers go through in accepting a product |
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|
Term
| awareness, interest, evaluation, trial, adoption |
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Definition
| the five steps of the product adoption process |
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Term
| innovators, early adopters, early majority, late majority, laggards |
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Definition
| five major adopter categories depending on the length of time it takes these consumers to adopt a new product |
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Term
|
Definition
| first adopters of new products |
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Term
|
Definition
| careful choosers of new products |
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Term
|
Definition
| those adopting new products just before the average person |
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Term
|
Definition
| skeptics who adopt new products when they feel it is necessary |
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Term
|
Definition
| the last adopters, who distrust new products |
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Term
|
Definition
| a name, term, design, symbol, or any other feature that identifies one marketer's product as distinct from thsoe of other marketers |
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Term
|
Definition
| the part of a brand that can be spoken |
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Term
|
Definition
| the part of a brand not made up of words |
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Term
|
Definition
| the legal designation of exclusive use of a brand |
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Term
|
Definition
| full legal name of an organiztion |
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Term
|
Definition
| the marketing and financial value associated with a rand's strength in a market |
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Term
|
Definition
| a customer's favorable attitude toward a specific brand |
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Term
|
Definition
| a customer's awareness that the brand exists and is an alternative purchase |
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|
Term
| brand name awareness, brand loyalty, perceived brand quality, and brand associations |
|
Definition
| four major elements that underlie brand equity |
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|
Term
| recognition, preference, and insistence |
|
Definition
| three degrees of brand loyalty |
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|
Term
|
Definition
| the degree of brand loyalty in which a customer prefers one brand over competitive offerings |
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|
Term
|
Definition
| the degree of brand loyalty in which a customers strongly prefers a specific brand and will accept no substitute |
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Term
|
Definition
| brands inititated by producters |
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|
Term
| manufacturer, private distributor, generic |
|
Definition
| three categories of brands |
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|
Term
| private distributor brands |
|
Definition
| brands initiated and owned by resellers (jcpenny's arizona) |
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Term
|
Definition
| brands indicating only the product category |
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Term
|
Definition
| a policy of naming each product differently |
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Term
|
Definition
| branding all of a firm's products with the same name (ie kelloggs) |
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Term
|
Definition
using an existing brand to brand a new product in a different product category
(whereas line extension is a brand on a new product in the SAME category) |
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Term
|
Definition
| using two or more brands on one product (lunchables) |
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Term
|
Definition
| an agreement whereby a company permits another organization to use its brand on other products for a licensing fee |
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Term
|
Definition
| using similar packaging for all of a firm's products or packaging that has one common design element (Campbell soups) |
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Term
|
Definition
| providing identifying, promotional, or other information on package labels |
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Term
|
Definition
| development of a product that is closely related to existing products in the line but meets different customer needs (chex mix) |
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Term
|
Definition
| change in one or more characteristics of a product (2010 vs. 2011 car models)...the original product does not remain |
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|
Term
| quality, functional, aesthetic |
|
Definition
| three major ways to modify products |
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Term
|
Definition
| changes relating to a product's dependability and durability |
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Term
|
Definition
| changes affecting a product's versatility, effectiveness, convenience or safety (also help maintain progressive image) |
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Term
|
Definition
| changes to the sensory appeal of a product |
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|
Term
| new product development process |
|
Definition
| a seven phase process for introducing products |
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|
Term
|
Definition
| seeking product ideas to achieve objectives |
|
|
Term
| idea generation, screening, concept testing,business analysis, product development, test marketing commercialization |
|
Definition
| seven phases of the new product development process |
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|
Term
|
Definition
| choosing the most promising ideas for further review |
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Term
|
Definition
| in which phase are the greatest numbers of new product ideas rejected? |
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Term
|
Definition
| seeking potential buyers' responses to a product idea |
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|
Term
|
Definition
| evaluating the potential contribution of a product idea to the firm's sales, costs, and profits |
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Term
|
Definition
| determining if producing a product is technically feasible and cost effective |
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Term
|
Definition
| introducing a product on a limited basis to measure the extent to which potential customers will actually buy it |
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Term
|
Definition
| which phase of a new product is typically lengthy and expensive |
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Term
|
Definition
| deciding on full scale manufacturing and marketing plans and preparing budgets |
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|
Term
|
Definition
| creating and designing products so that customers perceive them as different from competing products |
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|
Term
| product quality, product design/features, product support services |
|
Definition
| three aspects of product differentiation |
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|
Term
|
Definition
| characteristics of a product that allow it to perform as expected in satisfying customer needs |
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|
Term
|
Definition
| the amount of quality a product possesses |
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|
Term
|
Definition
| the degree to which a product has the same level of quality over time |
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|
Term
|
Definition
| how a product is conceived, planned, and produced |
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Term
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Definition
| the physical appearnce of a product |
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Term
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Definition
| specific design characteristscs that allow a product to perform certain tasks |
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Term
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Definition
| human or mechanical efforts or activities that add value to a product |
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Term
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Definition
| creating and maintaining a certain concept of a product in customer's minds |
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Term
| when that brand has unique characteristics that are important to some buyers |
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Definition
| when to avoid competition when positioning a brand |
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Term
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Definition
| eliminating a product from the product mix |
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Term
| phase it out, run it out, drop it immediately |
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Definition
| three basic ways to delete a product |
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Term
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Definition
| a service that is not physical and cannot be touched |
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Term
| intangibility, inseparability of production and consumption, perish-ability, heterogeneity, client based relationships, and customer contact |
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Definition
| six basic characteristics of service |
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Term
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Definition
| being produced and consumed at the same time |
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Term
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Definition
| the inability of unused service capacity to be stored for future use |
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Term
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Definition
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Term
| client based relationships |
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Definition
| interactions the result in satisfied customers who use a service repeatedly over time |
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Term
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Definition
| the level of interaction between provider and customer needed to deliver the service |
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Term
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Definition
| the single most important factor in providing high service quality |
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Term
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Definition
| the person within an organization responsible for a product, a product line, or several distinct products that make up a group |
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Term
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Definition
| the person responsible for a single brand |
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Term
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Definition
| the person responsible for managing the marketing activities that serve a particular group of customers |
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Term
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Definition
| a cross functional group that creates entirely new products that may be aimed at new markets |
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