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Consumer Behavior CH 11,12,13,14
Final Exam Vocab
52
Marketing
Undergraduate 4
05/08/2010

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Term
affluent market
Definition
Upscale market segment that consists of households with incomes that are higher than average (over $75,000)
Term
Chapin's Social Status Scale
Definition
a social class rating scheme that focuses on the presence or absence of certain items of furniture and accessories in the home
Term
class consciousness
Definition
a feeling of social-group membership that reflects an individual’s sense of belonging or identification with others
Term
composite variable index
Definition
an index that combines a number of socioeconomic variables (such as education, income, occupation) to form one overall measure of social class standing
Term
downscale consumers
Definition
defined as having household incomes of $35k or less. More likely to be brand loyal because they can’t afford mistakes with unknown products
Term
downward mobility
Definition
consumers who have a lower social class level than their parents in terms of the jobs they hold, residences, level of disposable income, and savings
Term
geodemographic clusters
Definition
a composite segmentation strategy that uses both geographic variables (zip codes, neighborhoods, or blocks) and demographic variables ( income, occupation, value of residence) to identify target markets
Term
Index of Status Characteristics (ISC)
Definition
a composite measure of social class that combines occupation, source of income (not amount), house type, and dwelling area into a single weighted index of social class standing. Also known as Warner’s ISC.
Term
objective measures
Definition
consist of selected demographic or socioeconomic variables concerning the individuals under study
Term
PRIZM NE
Definition
an electronic composite index of geographic and socioeconomic factors expressed in residential zip-code neighborhoods from which geodemographic consumer segments are formed
Term
reputational measures
Definition
selected community informants make initial judgments concerning the social-class membership of others within the community. Final task of assigning social class belongs to a trained researcher
Term
single-variable index
Definition
the use of a single socioeconomic variable (such as income, occupation, education) to estimate an individual’s relative social status
Term
social class
Definition
the division of members of a society into a hierarchy of distinct status classes, so that members of each class have either higher or lower status than member of other classes
Term
social status
Definition
the amount of status members of one social class have in comparison with members of other social classes
Term
socioeconomic status score (SES)
Definition
a multivariable social class measure used by the United States Bureau of the Census that combines occupational status, family income, and educational attainment into a single measure of social class standing
Term
subjective measures
Definition
individuals are asked to estimate their own social-class positions. Social class is treated as a personal phenomenon, one that reflects an individual’s sense of belonging or identification with others, called class consciousness
Term
upward mobility
Definition
movement upward in social-class standing from the social class position into which the consumer was born
Term
acculturation
Definition
the learning of a new or foreign culture
Term
consumer fieldwork
Definition
observational research by anthropologists of the behaviors of a small sample of people from a particular society
Term
content analysis
Definition
a method for systematically analyzing the content of verbal and/or pictorial communication. The method is frequently used to determine prevailing social values of a society in a particular era under study
Term
core values
Definition
criteria that both affects and reflects the character of American society
Term
culture
Definition
the sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society
Term
enculturation
Definition
the learning of the culture of one’s own society
Term
field observation
Definition
an anthropological measurement technique that focuses on observing behavior within a natural environment (often with the subject’s awareness)
Term
participant-observers
Definition
researchers who participate in the environment that they are studying without notifying those who are being observed
Term
ritual
Definition
a type of symbolic activity consisting of a series of steps (multiple behaviors) occurring in a fixed sequence and repeated over time
Term
Rokeach value survey
Definition
a self-administered inventory consisting of eighteen terminal values (i.e. personal goals) and eighteen instrumental values (i.e. ways of reaching personal goals). The first half deals with ends, the second half deals with means
Term
symbol
Definition
anything that stands for something else
Term
African American consumer
Definition
constituting more than 39 million Americans or 13% of the U.S. population. Typically prefer popular or leading brands, and are more willing to pay a premium to get “the best” products
Term
age subcultures
Definition
age subgroupings of the population
Term
Asian American consumers
Definition
the fastest-growing American minority with a population of about 14 million in size made up of Chinese, Filipinos, Indian, Vietnamese, Korean, and Japanese. Typically family and education oriented
Term
Baby Boomers
Definition
Individuals born between 1946 and 1964 (approx. 40% of the population); when WWII vets came back and had families
Term
cognitive age
Definition
an individual’s perceived age (usually 10 to 15 years younger than his or her chronological age)
Term
gender subcultures
Definition
gender roles are an important cultural component and require products that are either exclusively or strongly associated with the members of one sex
Term
generation X consumers
Definition
born between 1965 and 1979, this is a post baby-boomer segment (also reflected as Xers or busters)
Term
generation Y consumers
Definition
the approximately 71 million American who were born between the years 1977 and 1994 (i.e. the children of baby boomers). Members of Generation Y (also known as “echo boomers) and the “millennium generation”) can be divided into three subsegments: Gen Y adults (age 19-28), Gen Y teens (13-18), and Gen Y kids, or “tweens”
Term
Hispanic American consumers
Definition
The largest American minority group, representing about 14% of the U.S. population. The three largest groups are Mexicans, Puerto Ricans, and Cubans. Typically like established brands and slowly adopt American non-ethnic food
Term
nationality subcultures
Definition
subcultures in a larger society in which members often retain a sense of identification and pride in the language and customs of their ancestors
Term
racial subcultures
Definition
the major racial subcultures in the U.S. are Caucasian, Hispanic, African American, Asian American, and American Indians
Term
regional subcultures
Definition
groups who identify with the regional or geographical areas in which they live
Term
religious subcultures
Definition
groups classified by religious affiliation that may be targeted by marketers because of purchase decisions that are influenced by their religious identity
Term
seniors
Definition
individuals 65 years of age and older
Term
sex roles
Definition
important cultural component, examines traditional masculine and feminine roles in family and society, and how to market to each as they change
Term
subcultural interaction
Definition
because consumers are simultaneously members of several subcultural groups, marketers must determine how consumer’s specific subcultural memberships interact to influence the consumer’s purchase decisions
Term
subculture
Definition
a distinct cultural group that exists as an identifiable segment within a larger, more complex society. Typically nationality, religion, geographic region, race, age, gender, occupation, and social class
Term
cross-cultural consumer analysis
Definition
research to determine the extent to which consumers of two or more nations are similar in relation to specific consumption behavior
Term
cross-cultural consumer research
Definition
research methods designed to find the similarities and differences among consumers in a marketer’s domestic market and those it wants to target in a foreign country
Term
cross-cultural psychographic segmentation
Definition
tailoring marketing strategies to the needs (psychological, social, cultural, and functional) of specific foreign segments
Term
global strategy vs. local strategy
Definition
Global: standardizing both product and communications programs when conducting business on a global basis
Local: customizing both product and communications programs by area or country when conducting business on a global basis
Term
multinational strategies
Definition
decisions that marketers make on how to reach all potential consumers of their products in countries throughout the world
Term
product standardization
Definition
an orientation for assessing whether to use a global versus local marketing strategy concentrating on a high-tech to high-touch continuum
Term
world brand
Definition
products that are manufactured, packaged, and positioned the same way regardless of the country in which they are sold
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