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Definition
| The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in retuern |
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Commodity Marketing
Industrial Marketing
Consumer Marketing |
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| Deals with the marketing of undifferentiated (fungible) products to merchandisers and manufacturers |
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| Product, Price, Promotion Place |
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| Level of concern for/ effort put into a particular purchase |
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| Selective problem, limited to internal info search no dissonance |
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| High Purchase Involvement |
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| Generic Problem, internal and external info seach, dissonance likely |
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| Lowest involvement decisions (habitual decisions) |
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| Medium Involvement Decisions |
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| High Involvement Decisions |
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| Can only be solved by one brand |
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| Can be solved by several brands in a product category |
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| Long-term memory, personal experience |
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| Independent sources, marketer information |
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| Buy whichever produce is the lowest price |
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| Multiple Criteria Factors |
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| Feels of regret, buyers remorse |
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| Feels of regret, buyers remorse |
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Basic Needs
Psychological Needs
Self-Fulfillment Needs |
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| Self-Actualization (Achieving one's full potential) |
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Esteem Needs (Prestige and feeling of accomplishment)
Belonging and love needs (Intimate relationships) |
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Safety Needs (Security, Safety)
Physiological Needs (Food, Water, Warmth Rest) |
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| Focus groups, interviews open-ended, opinions, why, etc. |
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| Questionares, Larger Sample, Hard Statistics, How Many, How Often |
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| A qualitative interview technique that can potentially generate quantitative data |
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| Three levels of Information Gathered From Laddering |
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Definition
| Attributes -> Consequences -> Values |
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Definition
| Describe the physical properties of the product |
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| Are outcomes derived from attributes, which the customer associated with the use of the product |
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Definition
| Are derived from associations between consequences and personal value |
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Definition
| Data collected for your specific research purpose (ex: survey choice, experiments) |
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Definition
| Data often collected for another purpose (ex: sales data, government surveys) |
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| 6 steps to Writing Survey Questions |
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Definition
Does the question require an answer
To what extent do respondents already have an accurate, ready-made answer for the question being asked?
Can people accurately recall and report past behaviors?
Is the respondent willing to reveal the requested information?
Will the respondent fell motivated to answer each question?
Is the respondent's understanding of response categories likely to be influenced by more than words? |
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| Five Elements of Achieving A High Response Rate |
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Definition
Respondent Friendly Survey
Four Personalized contacts by 1st class mail with an additional special contact
Return envelopes with real 1st class stamps
Personalized correspondence
Toke prepaid financial incentives |
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Term
| What is more effective, a few dollars sent with a survey or larger payments sent to people after they responded? |
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Definition
| Research shows that token financial incentives of a few dollars spent with a survey re significantly more effective than larger payments sent to people who have responded. |
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Term
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Definition
1. Create a Coding File
2. Using the coding file input your individual survey responses in the data spreadsheet
3. Once the data file is complete, it's time to start looking at some results
4. Once the final analysis is complete, its time to report your findings |
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| Consumer Decision Making Process |
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Definition
Why do people by certain products?
How do we learn about consumers preferences/needs?
"Persuaders" that affect consumer preferences/behavior
Putting those persuaders to use |
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Term
| Categories of Influence (Persuaders) |
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Definition
Availability Persuders
Product Persuaders
Packaging and Presentation Persuaders
Environmental Persuaders
Social/Cultural Persuaders |
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| Persuaders of Availability |
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Definition
| If a food is available and we see it, we often want to eat it |
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Definition
Food Names and Descriptions
Credence Food Attributes |
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| Food Names and Descriptions |
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Definition
If it sounds good it will taste good
-Geographic labels
-Nostalgic labels
-Sensory labels
-Brand Labels |
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Definition
| Attributes which a consumer can usually not determine for his or herself; trust what the label sys |
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| Packaging and Presentation Persuaders |
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Definition
| How it looks, presentation matters, volume, etc. |
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Definition
| What surrounds you when you ear or are selecting foods; lighting, music, smells, temperature, etc. |
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| Social/Cultural Persuaders |
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Definition
| Do you eat differently when alone or with friends? How much? What's healthy? |
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Term
| How often do customers spend looking at the menu before making their decision |
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Definition
| Less than 2 minutes (109 seconds) |
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Term
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Definition
| Techniques can be anything that is used to direct the readers attention to certain parts of the menu |
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| Upper Right Hand Corner (Where Eyes go First) |
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| Putting expensive menu items in the light that customers are getting a bargain |
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| "In the Vicinity" Technique |
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Definition
| Cluster High profit dishes near the anchor |
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| Other Different Menu Techniques |
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Definition
Menu Pricing
Boxes, Framing Techniques
Different fonts/colors |
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Definition
| Moving low margin or low profit items to less visible portions of the menu. |
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Definition
| Offering whole and half sizes, you don't know how big the half portion is, so you get the full |
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Definition
Inadequate Management Commitment
Hard to Read
Overemphasizing prices
Monotonous design
Poor salesmanship
In-congruent
To bigg |
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| Inadequate Management Commitment |
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Definition
| No focus on menu, all on food |
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Definition
| Menu doesn't fit with a restaurant personality culture, image, etc. |
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Term
| What level of involvement are food decisions? |
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| Refers to the promotion of environmental benefits (throguh labeling/advertising practices) that are perceived to be false, deceptive, misleading or vague |
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Term
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Definition
Sin of the hidden trade off
Sin of no proof
Sin of vagueness
Sin of irrelevance
Since of lesser of two evils
Sin of fibbing
Sin of worshiping false labels |
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Term
| Sin of the hidden trade off |
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Definition
| Suggesting a product is green based on a very narrow set of attributes without attention to other important environmental issues |
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| Sin of the hidden trade off |
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Definition
| Suggesting a product is green based on a very narrow set of attributes without attention to other important environmental issues |
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Definition
| Committed by a claim that cannot be substantiated by easily accessible information or by a reliable third-party certification |
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Definition
| Committed by every claim that it is so poorly defined or broad that its real meaning is likely to be misunderstood by consumers |
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Definition
| Committed by every claim that it is so poorly defined or broad that its real meaning is likely to be misunderstood by consumers |
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Definition
| Committed by making a claim that may be truthful but it's unimportant or unhelpful for customres |
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| Sin of lesser of two evils |
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Definition
| Committed by claims that may be true withing this product category, but that risk distracting the consumer from the greater environmental impacts of the category as a whole |
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Definition
| Committed by making claims that are false |
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| Sin of worshiping false labels |
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Definition
| Committed by a product that gives the impression of a third-part endorsement when no such endorsement actually exists |
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