Term
| What are some related disciplines of consumer behavior? |
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Definition
| Psychology, anthropology, economics, sociology, MARKETING |
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Term
| What does the study of consumer behavior cover? |
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Definition
Pre purchase behavior
Purchase behavior
Post purchase behavior |
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Term
| What is included in the marketing mix? |
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Definition
The four p's:
Price
Product
Place
Promotion |
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Term
| What is undifferentiated segmentation? |
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Definition
| All buyers are put into one segment and targeted in the same way |
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Term
| What is differentiated segmentation? |
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Definition
| Buyers are placed into different segments (based on demographics, etc.) and each segment is targeting in a different way. |
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Term
| What is concentrated segmentation? |
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Definition
| Marketers choose one specific segment and target them appropriately. |
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Term
| What is the difference between secondary and primary research? |
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Definition
Secondary is using research that has already been conducted for a purpose other than yours.
Primary is conducting your own research specific to your research question. |
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Term
| What are the advantages and disadvantages of secondary research? |
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Definition
+: easy, cheap, already on hand, good starting point
-: risks of being inaccurate, irrelevant, outdated |
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Term
| What are the advantages and disadvantages of primary research? |
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Definition
+: collected specifically for your purpose, tailored to problem
-: costly, takes time |
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Term
| What cultural influences affect purchase decisions? |
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Definition
| Cultural values, norms and sanctions |
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Term
| What are the steps to role acquisition? |
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Definition
Anticipatory: not yet in the role, but know you soon will be
Formal: just acquired role, go "by the book"
Informal: More experienced, begin to have your own way of doing things
Personal: make the role your own |
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Term
| What is aspirational overbuying? |
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Definition
| Compensating insecurity about a role with buying a lot of role-related products |
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Term
| What are the conditions for aspirational overbuying? |
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Definition
1. Consumer wants to acquire role
2. Knows role-related products
3. Has insecurity about role performance |
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Term
| From what sources does the self-concept form? |
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Definition
-Self observations and comparisons
-Reactions from others |
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Term
| What influences our self-concept? |
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Definition
-Other people
-Values
-Beliefs
-POSESSIONS |
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Term
| Explain the Grubb and Grathwohl model. |
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Definition
Internal satisfaction occurs between product and self.
External satisfaction occurs between others and self ABOUT a product. |
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Term
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Definition
A positive self image/concept
Occurs when actual self and ideal self are close or the same |
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Term
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Definition
| The overlap between ideal/actual self and the product |
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Term
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Definition
Attention
Interest
Desire
Action |
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Term
Why study consumer behavior?
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Definition
Marketing= understand consumer's needs/wants - deliver satisfaction better than competitor
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Term
| How do the 4 P's relate to consumers? |
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Definition
Product: consumers' likes and dislikes
Price: consumers only pay so much, or expect quality of high priced products
Promotion: people like what they recognize, find out about products
Place: store image |
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Term
| Why should markets be segmented? |
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Definition
To meet everyone's needs
Some markets are too big
Segmentation sells |
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Term
| What are some disadvantages of segmentation? |
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Definition
-Expensive
-Too many segments can be confusing
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Term
| What are some qualities of successful (usable) segments? |
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Definition
-Reachable
-Substantial (large enough to be profitable)
-Fits with market image
-Responsive (segment has unmet needs) |
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Term
| Describe teens as an age segment. |
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Definition
-More of them than baby boomers
-Very trend aware
-Diverse & open-minded
-Minds change quickly |
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Term
| Describe college students as an age segment. |
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Definition
-75% are also working
-$60B in buying power
-Active gift buyers
-Important to marketers because they're a huge potential market (all the stuff have yet to buy) |
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Term
| Describe baby boomers as an age segment. |
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Definition
-25% of population
-50% of spending
-75% financial assets
Nostalgia |
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Term
| Describe seniors as an age segment. |
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Definition
-Mainly women
-Perceived age = -15
-Ergonomics matter (large print, agility)
-Important to marketers because the Baby boomers will be here soon! |
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Term
| What is segmentation based on usage? |
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Definition
| Segmenting the market by (heavy, medium, or light users) or by loyalty or usage situation |
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Term
| What is the goal of consumer research? |
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Definition
-Predict future consumer behavior based on the past
-Understand consumers as a science |
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Term
| How does consumer research help marketers? |
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Definition
1. Helps understand how consumers evaluate products
2. Provides info for segmentation and targeting
3. Increases overall marketing program effectiveness |
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Term
| What are traditional vs. interpretive research approaches? |
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Definition
Traditional research borrows from psychology, surveys, and experiments
Interpretive uses observations, interviews, videos & qualitative data |
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Term
| How is secondary research evaluated? |
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Definition
Based on :
-Relevancy
-Date
-Efficiency
-Accuracy
-Ethics |
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Term
| What are the advantages of consumer research? |
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Definition
-Creates better products and buying experiences
-Builds long-term relationship with consumers |
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Term
| What are some disadvantages of consumer research? |
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Definition
-Invasion of privacy
-Raises marketing costs
-Slows product's market entry
-Deceptive marketing practice |
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Term
| How is online research advantageous? |
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Definition
-Automated (continuously collects comments and responses as they appear)
-Informative (more clear, less confusing)
-Transformative (online focus groups) |
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Term
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Definition
| THe meanings, values, & behavioral patterns shared in a society |
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Term
| What are some characteristics of a society culture? |
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Definition
-All encompassing (don't notice it)
-Learned & internalized (not genetic)
-Patterned (reinforced and repeated) |
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Term
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Definition
| Widely held beliefs regarding what is desirable |
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Term
| What are norms and sanctions? |
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Definition
Norms are socially defined rules that specify or prohibit certain behaviors in specific situations.
Sanctions are the penalties for violating a specific norm |
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Term
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Definition
| Advertisement that determine a brand culture (emotional branding) |
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Term
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Definition
| Rituals are a set of multiple symbolic behaviors that occur in a fixed sequence and are repeated periodically. |
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Term
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Definition
1. Gestation-know you need to gift, planning
2. Presentation- serve wrapped gift to recipient
3. Reformulation- either elevates or decreases relationship |
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Term
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Definition
| Behavior that can be analyzed by looking at relevant roles |
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Term
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Definition
| A prescribed pattern of behavior expected of a person in a given situation by virtue of the person's position in that situation (i.e. there are more than one roles for 1 situation) |
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Term
| What are role-related product clusters? |
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Definition
| A set of products needed to fulfill a given role |
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Term
| What are 4 barriers to role acquisition? |
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Definition
-Intrinsic: resource based (monetary, time)
-Moral: values don't match personal values
-Organic: physical
-Expertise: not enough knowledge or experience |
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Term
| What are the positive and negative sides of having multiple role? How is this useful for marketers? |
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Definition
Positive:Role accumulation (are well connected and networked)
Negative: role overload (buy people time or efficiency) |
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Term
What are the dimensions of self image/concept?
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Definition
1. Content (characteristics)
2. +/- (good or bad feelings)
3. Intensity (strength of feelings)
4. Accuracy (right or wrong) |
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Term
| What is the difference between actual and ideal self? How do products fit in? |
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Definition
Actual: who we are, products reinforce
Ideal: who we want to be, products achieve |
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Term
| What is self consciousness? How does it affect buying? |
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Definition
Awareness of self
It is correlated with buying: the more self consciousness, the more buying to compensate |
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Term
| What is the inverse approach to attractiveness and adornment usage? What is the direct appraoch? |
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Definition
Inverse- Less attractive people use more adornments
Direct- More attractive people use more adornments |
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Term
| How does consumer behavior impact marketing? |
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Definition
| Marketers can only satisfy consumer needs to the extent that they understand the people or organizations who will use the products and services they are trying to sell. Consumer response = success/failure |
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Term
| What are some ways marketers segment their target audience? |
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Definition
| Age, Gender, Usage, Family Structure, Social class and income, race/ethnicity, geography, lifestyles |
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Term
| What is relationship marketing? |
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Definition
| Interacting with customers on a regular basis and giving them reasons to maintain a bond with the company over time |
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Term
| What is database marketing? |
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Definition
| tracking specific consumers' buying habits and crafting products and messages tailored precisely to people's wants and needs based on the information |
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