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Advertising Midterm
Ch.5
16
Marketing
Undergraduate 2
10/15/2008

Additional Marketing Flashcards

 


 

Cards

Term
Customer Behavior
Definition
How indiv./groups select, purchase, use products and the needs/wants that motivate these behaviors
Term
Culture, Norms, Values
Definition

Culture= define a group of people w/ their way of life

 

Norms= Each culture has norms, simple rules learned through social interaction that control behaviors

 

Values=Source of norms (cultural values) which represent our belief systems.

Term
Subcultures
Definition

Sorted by geographic regions or shared characteristics

 

Ex. Age, values, language, traditions, ethnic background.

Term
Corporate Culture
Definition

Describes how companies operate.

 

Formal vs. informal

 

Term
Social Influences: Social Class
Definition

Social Class= determined by income, education, occupation, family prestige, neighborhood

 

Term
Social Influences: Reference Group
Definition

Group of ppl you use as a model for beahvior

 

1. Provide Information

2. Serve means of personal comparison

3. Offer guidance

 

Brand Communities= Ex. Harley Owners Group=

group of ppl devoted to particular brand

Term
Social Influences: Family Def.
Definition

Family= two/more people

 

Household= All those living in a residence

 

Lifestyle= Reflects fam situation, values income--> How people spend their time/money

Term

Social Influences: Demographics

 

AIG, Street Fighter, Res Evil

Definition

Statistical, social/economic char of pop.; help advertisers make msg

 

Most prominent demographic= Age

 

 Age, Gender, Family Status, Race, Education,Occupation, Income, Geography, Sex Orientation

 

Discretionary Income= Money left over after taxes which is spent on retail goods

Term
Psychological Influences: Cognitive Dissonance
Definition

Rationalize discrepancies btw what we thought we'd receive vs. what we actually got;

 

creates biases towards products tried

Term
Psychological Influences: Motive
Definition
Internal force that stimulates you b/c of an unfulfilled need.
Term
Psychological Influences: Personality
Definition
Consistency in behavior in terms of how ppl react to situations/behave in roles
Term
Psychographics
Definition
Psychographics= lifestyle/psychological char. ie. activities, interests, opinions
Term
VALS System
Definition

Categorizes consumers accord. to psycho. traits connected to purcahse behavior

 

3 Categories: Ideals, Acheivement, Self-Expression

 

!: Helps determine which types by what

 

Term
Psychological Influences: Usage
Definition

How much a product category/brand a customer buys

 

Usage rates= quantity of purchase

 

Brand Relationship= past, present, future use of prod.

 

Switchers= low brand loyalty could switch to diff. stuff

 

Perceived Risk= what gained vs. what lost if purchased

Term
Segment/Targeting
Definition

1. Segment the market

 

2. Target right audience

(Targeting= what group is most profitable/likely to respond to market comm.)

Term
Undifferentiated/Market Aggregation Strategy
Definition

Planners choose one strategy that appeals to as many ppl as poss.

 

Market Segmentation= Best way to sell is to target diff. segments; divides into target markets (ppl with same needs) to sell to them

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