Term
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Definition
| all those factors particular to a time and place that do not follow from a knowledge of the stable attributes of the consumer and the stimulus and that have an effect on current behavior |
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Term
| Key Situational Dimensions |
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Definition
1) Physical features
2) social surroundings
3) temporal perspective
4) task definition
5) antecedent states |
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Term
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Definition
| the situation in which consumers receive information has an impact on their behavior; whether one is alone or in a group, in a good modd or bad, in a hurry or not influences the degree to which one sees and listens to marketing communications |
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Term
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Definition
| the situation in which a purchase is made can influence consumer behavior; marketers must understand these influences in order to develop marketing strategies that enhance the purchase of their products |
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Term
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Definition
| when and with who when the consumption is made; marketers can communicate how their products create consumer satisfaction in each revelant situation |
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Term
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Definition
| decisions of this can creat significant social problems as well as opportunities for marketers; ex: people need to dispose of their existing bed before getting a new one |
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Term
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Definition
| study in which people answered faster in high ceilings than in low ones |
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Term
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Definition
| include deor, sounds, aromas, lighting, weather, and configurations of merchandise or other materials surrounding the stimulus object; a widely used type of situational influence particularly for retail |
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Term
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Definition
| the sum of all the physical features of a retail environment; influences the consumers' judgements of the quality of the store and the store's image |
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Term
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Definition
| the process managers use to manipulate the physical retail environment to create specific mood responses in shoppers; important online and is receiving increasing attention from marketers |
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Term
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Definition
| the atmosphere when describing a service business as a hospital, bank, or restaurant |
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Term
| Other Physical Surroundings |
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Definition
1) colors: create excitement and arousal
2) aromas: scents produced a greater intent for re-visits and brand recall
3) music: rapid turnover=faster music; muzak
4) crowding: bad for retailers |
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Term
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Definition
| the other individuals present in the particular situation; people's actions are frequently influenced by those around them |
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Term
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Definition
| a negative emotion influenced by both the product and the situation; driven by the presence of othersin the purchase or usage situation |
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Term
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Definition
| situational characteristics that deal with the effect of time on consumer behavior |
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Term
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Definition
| the reason the consumption activity is occuring; the major dichotomy is between purchases for self-use versus gift giving |
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Term
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Definition
| features of the individual person that are not lasting characteristics, such as momentary moods or conditions; most people experience states of depression or excitement from time to time that are not normally part of their individual make up |
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Term
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Definition
| transient feeling states that are generally not tied to a specific event or object; tend to be less intense than emotions and may operate without the individual's awareness |
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Term
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Definition
| moods that play important roles in the communications situation; relate to the nature of the programming surrounding the focal ad; arousal influences information-processing activities |
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Term
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Definition
| reflect temporary states of being; being tired, ill, having extra money, being broke, etc |
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Term
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Definition
| a socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning; completely private to completely public |
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Term
| Five Steps for Addressing Situational Factors |
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Definition
1) discover the various usage situations that influence the consumption of the product
2) survey a larger sample of consumers to better understand & quantify how the product is used & the benefits sought in the usage situation by the market segment
3) construct a person-situation segmentation matrix
4) evaluate each cell in terms of potential
5) develop & implement a marketing strategy for those cells that offer sufficient profit potential given your capabilities |
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Term
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Definition
| the level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase; a temporary state of an individual or household influenced by the interaction of individual, product, and situational characteristics |
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Term
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Definition
| enduring involvement; ex: buy your preferred brand of pop without much thought |
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Term
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Definition
| habitual decision making; involves no decisions per se; occur when there is very low involvement with the purchase; brand loyalty & repeat purchases |
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Term
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Definition
| involves internal and limited external search, few alternatives, cimple decision rules on a few attributes, and little postpurchase evaluation; middle ground between nominal and extended decision making |
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Term
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Definition
| an extensive internal and external information search followed by a complex evaluation of multiple alternatives and significant postpurchase evaluation |
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Term
| Desire to Resolve a Problem |
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Definition
1) the magnitude of the discrepancy between the desired and actual states
2) the relative importance of the problem |
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Term
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Definition
| the first stage in the consumer decision process; the result of a descrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process |
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Term
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Definition
| the way an individual perceives his or her feelings and situation to be at the present time |
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Term
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Definition
| the way an individual wants to feel or be at the present time |
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Term
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Definition
| a large discrepancy that exists in a problem and the cosumer may not proceed to information search if the problem is small |
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Term
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Definition
| a problem the consumer is aware of or will become aware of in the normal course of events; marketers convince consumers that their brand is the superior solution |
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Term
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Definition
| a problem of which the consumer is not aware; marketers have to convince consumers that they have the problem and that their brand is a superior solution |
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Term
| Discovering Consumer Problems |
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Definition
surveys & focus groups tend to take one of the three analysis problem identifications
1)Activity Analysis
2)Product Analysis
3)Problem Analysis
4)Human Factors Research: does not rely on surveys or focus groups
5)Emotion Research:attempts to disciver the role emotions play in problem recognition |
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Term
| Generic Problem Recognition |
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Definition
| a basic approach to causing problem recognition; involves a discrepancy that a variety of brands within a product category can reduct; increasing it generally results in an expansion of the total market; the product in general, ex: pork, got milk ads; |
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Term
| Selective Problem Recognition |
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Definition
| a basic approach to causing problem recognition; involves a discrepancy that only one brand can solve; firms attempt to cause this problem recognition to gain or maintain market share; ex: Frontline solves flee trouble |
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Term
| Timing of Problem Recognition |
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Definition
| consumers often recognize problems at times when purchasing a solution is difficult or impossible; a common marketing strategy is to trigger problem recognition in advance of the actual problem; ex: Allstate Insurance commercials |
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Term
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Definition
| sensory-specific satiety-consumers get bored (satiated) with sensory attributes more than on non-sensory attributes (brand); offering variety on key sensory attributes can increase loyalty to the brand even if consumers engage in variety seeking; Yogurt example |
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Term
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Definition
| challenge for marketers; people like the experience less as they repeat them; more categories=less satiation |
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Term
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Definition
| once a problem is recognized, relevant information from long-term memory is used to determine if a satisfactory solution is known, what the characteristics of potential solutions are, what are appropriate ways to compare solutions, and so forth |
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Term
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Definition
| search process in which independent sources, personal sources, marketer-based information, and product experience |
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Term
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Definition
| done to acquire information for possible later use and because the process itself is pleasurable; ex: individuals highly involed in tennis are apt to seek information about tennis-related products constantly without a recognized problem with their existing equipment |
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Term
| Types of Information Sought |
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Definition
a consumer decision requires info on the following
1)the appropriate evaluative criteria for the solution of a problem
2)the existence of various alternative solutions
3)the performance level or characteristic of each alternative solution on each evaluative criterion |
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Term
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Definition
| potential solutions; composed of three subcategories of considerable importance to marketers |
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Term
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Definition
| those brands or products one will evaluate for the solution of a particular consumer problem; will vary depending on the usage situation |
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Term
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Definition
| unworthy of further consideration; actively disliked or avoided by the consumer |
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Term
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Definition
| brands of which you are aware but indifferent toward; generally acceptable when preferred brands are not available |
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Term
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Definition
| "K" is more likely to be in 3rd position than the 1st, but it's easier to think of words with "K" in the 1st position; tend to over estimate and bias with harsher words; ex: more kids die with a pool at home than a gun |
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Term
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Definition
| people seek information that only confirms the rule |
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Term
| Primary Sources of Information |
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Definition
1) Memory of past searches, personal experiences, & low-involvement learning
2) Personal Sources such as family, friends, etc
3) Independent Sources magazines, consumer groups, & government agencies
4) Marketing Sources sales personnel, web sites, advertising
5) Experiential Sources inspection or product trial |
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Term
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Definition
| software "robots" that do the shopping/searching for users; there are numberous shopping services on the Internet that can search out the lowest prices for specific items, search out online retailers of specific merchandise, suggest specific brands based on prior purchases or prespecified criteria |
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Term
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Definition
| involves tracking consumer click patterns on a web site and using that information to decide on banner ad placement |
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Term
| Search Engine Optimization (SEO) |
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Definition
| involves techniques designed to ensure that a company's web pages "are accessible to seach engines and focused in ways that help improve the chances they will be found"; ex: Google's AdWord program |
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Term
| Various Measures of External Info Search |
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Definition
1)number of stores visited
2)number of alternatives considered
3)number of personal sources used
4)overall or combination measures
each assesses a different aspect of behavior but all observes one: external information search is skewed toward limites search, with the greatest proportion of consumers performing little external search immediately prior to purchase |
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Term
| Influences of expected benefits and perceives costs of search |
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Definition
1)market characteristics: # of alternatives, store distribution, info availability
2)product characteristics: differentiation (feature & quality variation)
3) consumer characteristics: perceived risk
4)situation characteristics: temporal perspective |
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Term
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Definition
| number, location, and distances between retail stores in the market affects the number of store visits a consumer will make before purchase; a close proximity of stores will often increase this aspect of external search |
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Term
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Definition
| associated with unsatisfactory product performance, either instrumental or symbolic, increases information search prior to purchase |
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Term
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Definition
| marketers strategy is the brand is purchased habitually by the target market; hold product development and improvements and to counter short-term competitive strategies |
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Term
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Definition
| marketers strategy if the brand is not part of the evoked set and the target market engages in nominal decision making; ex: starbuck's instant coffee & Silk on non-milk drinkers and cow-milk drinkers |
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Term
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Definition
| marketers strategy to capture as large a share of the purchases as practical; they engage in limited search and marketers need to know where they search and for what information they are looking for |
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Term
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Definition
| marketing strategy in which you need to get a consumer to make a point of purchase decision for something that is not in their evoked set |
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Term
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Definition
| marketers strategy that structures an information campaign that will result in the brand being preferred by members of the target market |
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Term
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Definition
| similar to preference strategy however it is complicated by the fact that the target market is not seeking information about the brand |
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Term
| Measures of External Search |
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Definition
1) Number of stores visited
2) Number of alternatives considered
3) Number of personal sources used
4) Overall or combination measures |
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Term
|
Definition
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Term
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Definition
| the importance of consideration, early brands in a category have an advantage over later entrants; results from an advantage enjoyed by brand consideration set formation |
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Term
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Definition
| assumes the consumer has sufficient skills to calculate which option will maximize his/her value, and will choose on this basis; identify or discover the one optimal choice; the decision maker collects information levels of attributes accross alternatives, applies the appropriate choice rule, and the superior option is revealed |
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Term
| Compensatory Decision Rule |
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Definition
| states that the brand that rates highest on the sum of the consumer's judgements of the relevant evaluative criteria will be chosen |
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Term
|
Definition
| a limited capacity for processing information |
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Term
|
Definition
the general nature of the outcome being sought; goals:
-maximizing the accuracy of the decision
-minimize the cognitive effort required for the decision
-minimize the experience of negative emotion while making the decision
-maximize the ease with which a decision can be justified |
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Term
|
Definition
| choices that are holistic in nature; based on evaluations that are focused on the way they make the user feel as they are used; based exclusively or primarily on the immediate emotional response to the product or service |
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Term
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Definition
| underlie behaviors that are intrinsically rewarding to the individual involved (affective choice) |
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Term
|
Definition
| activate behaviors designed to achieve a second goal |
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Term
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Definition
requires the knowledge of specific attributes at the time the choice is made and it involves attribute-by-attribute comparisons across brands
ex: buying the Olympus Stylus because of the camera's features |
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Term
|
Definition
| involves the use of general attitudes, summary impressions, intuitions, or heuristics; no attribute-by-attribute comparisons are made at the time of choice; longer choice process |
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Term
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Definition
| the various dimensions, features, or benefits a consumer looks for in response to a specific problem; every person's list of criteria is different; tangible vs. intangible |
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Term
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Definition
| frequent use is made of indirect methods which allow the respondent to indicate the criteria someone else might use |
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Term
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Definition
| another usedul infirect technique for determining evaluative criteria |
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Term
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Definition
| most popular indirect measurement approach; the consumer is presented with a set of products or product descroptions in which the evaluative criteria vary |
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Term
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Definition
| the ability of an individual to distinguish between similar stimuli; sound of stereo systems, taste of food products, or the clarity of display screens |
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Term
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Definition
| an attribute used to stand for or indicate another attribute; based off of consumers' beliefs that price level and quality level generally go together |
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Term
|
Definition
| the consumer is not aware of the product's brand name; a new product is initially tested against competitors |
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Term
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Definition
| decision rule for attribute-based choices; a high level of one attribute cannot offset a low level of another; conjunctive, disjunctive, elimination-by-aspects, lexicograph rules |
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Term
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Definition
| a decision rule for attribute-based choices in which consumers average across attribute levels; this allows a high level of one value to offset a low value of another; the brand that rates highest on the sum of the consumers' judgements of the relevant evaluative criteria will be chosen (remove the "ideal point" from the multi-attribute model) |
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Term
| Conjunctive Decision Rule |
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Definition
| attribute-based choice decision rule that establishes minimum required performance standards for each evaluative criterion and selects the first or all brands that meet or exceed these minimum standards; eliminating those that don't meet the criteria |
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Term
| Disjunctive Decision Rule |
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Definition
| establishes a minimum level of performance for each important attribute (often a fairly high level); making the criteria either or; sets minimum for several attributes |
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Term
| Elimination-by-Aspects Decision Rule |
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Definition
| requires the consumer to rank the evaluative criteria in terms of their importance and to establish a cutoff point for each criterion; eliminate until there is only 1 left over aspect |
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Term
| Lexicograph Decision Rule |
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Definition
| requires the consumer to rank the criteria in order of importance; selects the brand thta performs the best on the most important attribute, if there is a tie, move onto the next most important criteria; plays a "winner take all" game with dimensions |
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Term
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Definition
| a decision "rule of thumb" or shortcut; make our lives easier; nothing inherently wrong about them except for bias |
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Term
|
Definition
| use or overuse of a heuristic leads to poor decision; problems happen if we overapply a heuristic |
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Term
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Definition
| decisions are influenced by the way a set of choices is presented; 2 versions of a problem that are essentially the same can lead to different choices |
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Term
|
Definition
| includes all individuals and firms involved in the process of making a product or service available to customers |
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Term
| Functions of Marketing Channels |
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Definition
1) Facilitating: financing & marketing information and research
2) Logistical: assorting and transporting
3) Transactional: buying, selling, & risk mitigation |
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Term
| Purchase Decision Sequence |
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Definition
1)Outlet First, Brand Second (bananas)
2)Brand First, Outlet Second (Rolex watches, Jeans)
3) Brand and Outlet Simultaneously |
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Term
|
Definition
| products in catalogs, direct-mail pieces, or various print media; on televisions or radiol or on the Internet or through their cell phones; they can acquire the products through mail, telephone, or computer orders; growing % of total retail sales |
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Term
|
Definition
products & services can be categorized based on their purchase characteristics
-Replenishment Goods: moderate cost, high-frequency
-Researched Items: high info, big-ticket, planned
-Convenience Items: low risk discretionary |
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Term
|
Definition
| relate to consumer fears regarding how personal information about them that is gathered online might be used |
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Term
|
Definition
| relates to consumer shopping patterns; consumers who browse and/or purchase in more than one channel |
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Term
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Definition
| a given consumer's or target market's perception of all the attributes associated with a retail outlet; same as the concept of brand image |
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Term
|
Definition
| closely related to store image; the store or outlet is the actual brand (Gap, Victoria's Secret, etc); stores can carry only manufacturer's or develop their own house or store kind |
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Term
|
Definition
| sales of additional items to customers who came to purchse an advertised item |
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Term
|
Definition
| occurs when the actions taken in one channel negatively affect another channel |
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Term
| Price Advertising Decisions |
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Definition
1) How large a price discount should be used
2) Should comparison or reference prices be used
3) What verbal statements should accompany the price information |
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Term
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Definition
| a price with which other prices are compared (to the original price) |
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Term
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Definition
| a price presented by a marketer for the consumer to use to compare with the current price |
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Term
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Definition
| a price or price range that a consumer retrieves from memory to compare with a price in the market |
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Term
| Retail Attraction Model/Retail Gravitation |
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Definition
| used to calculate the level of store attraction based on store size and distance from the consumer; store size is measured in square footage and assumed to be a measure of breadth of merchandise |
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Term
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Definition
| considered a consumer characteristic as well as a product characteristic |
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Term
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Definition
| a shopping style that puts particular emphasis on certain activities or shopping motivations; closely related to general lifestyle and are subject to similar influences |
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Term
| Types of Shopping Orientations |
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Definition
1) Chameleons
2) Collectors/Gatherers
3) Foragers (me)
4) Hibernants
5) Predators
6) Scavengers |
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Term
|
Definition
| purchases made in a retail outlet that are different from those the consumer planned to make prior to entering that retail outlet |
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Term
|
Definition
| occurs when a consumer sees a candy bar in the store and purchases it with little or no deliberation as the result of a sudden powerful urge to have it |
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Term
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Definition
| type of unplanned purchase when a consumer notices something in a store and remembers that he/she is almost out at home |
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Term
|
Definition
| influenced by such attributes as lighting, layout, presentation of merchandise, fixtures, floor coverings, colors, sounds, odors, and the dress and behavior of sales and service personnel |
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Term
|
Definition
| the process managers use to manipulate the physical retail or service environment to create specific mood responses in shoppers |
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Term
|
Definition
a function of the following; occurs bc making a relatively permanent commitment to a chosed alternative requires one to give up the attractive features of the unchosen alternatives
1) the degree of committment or irrevocability of the decision
2) the importance of the decision to the consumer
3) the difficulty of choosing among the alternatives
4) the individual's tendency to experience anxiety |
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Term
| Managing Post-Purchase Decisions |
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Definition
-increase the desirability of the brand purchased
-decrease the desirability of rejected alternatives
-decrease the importance of the purchase decision
-reverse the purchase decision (return the product before use) |
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Term
|
Definition
| similar to postpurchase dissonance; occurs when negative emotions or guilt feelings are aroused by the use of a product or service; people lower their expectations to reduce post-purchase dissonance |
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Term
|
Definition
| refers to imagining the outcome if a different decision had been made in the past; ex: thinking about an option that wasn't chosen |
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Term
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Definition
| a consumer using a product in a new way; ex: Arm & Hammer's baking soda, WD-40 |
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Term
|
Definition
| occurs when a consumer actively acquires a product that is not used or used only sparingly relative to its potential use; can occur because the situation or the purchaser changes between the purchase and the potential usage occasion |
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Term
|
Definition
| exploding demand and short product life spans for high-tech gadgets such as cell phones, computers, etc is creating growing concerns for this |
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Term
| Consumer-to-Consumer Sale |
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Definition
| occurs when one customer sells a product directly to another with or without the assistance of a commercial intermediary; ex: garage sales, swap meets, etc |
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Term
|
Definition
| the physical functioning of the product |
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Term
|
Definition
| aesthetic or image-enhancement performance |
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Term
|
Definition
| the emotional response that owning or using the product or outlet provides; can arise from instrumental or symbolic performance or from the product itself |
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Term
|
Definition
| those who continue to buy the same brand though they do not have an emotional attachment to it |
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Term
|
Definition
| the costs of finding, evaluating, and adopting another solution |
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Term
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Definition
| a biased behavioral response expressed over time by a decision-making unit with respect to one or more alternative brands out of a set of such brands that is a function of psychological processes |
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Term
|
Definition
| a consumer loyal to a brand, store, or service; has an emotional attachment to the brand or firm |
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Term
|
Definition
| turnover in a firm's customer base |
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Term
|
Definition
| an attempt to develop an ongoing, expanding exhange relationship with a firm's customers |
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Term
| Relationship Marketing 5 Elements |
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Definition
1)developing a core service or product around which to build a customer relationship
2) customizing the relationship to the individual customer
3) augmenting the core service or product with extra benefits
4) pricing in a manner to encourage loyalty
5) marketing to employees so that they will perform well for customers |
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Term
|
Definition
| those manufacturers, wholesalers, retailers, and government agencies that buy goods and services for their own use or for resale |
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Term
|
Definition
| the demand for industrial products and services is driven by, or derived from, demand for consumer products and services |
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Term
| Decision-Making Units (DMU's) |
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Definition
| the individuals (representing functional areas and management) within an organization who participate in making a given purchase decision; they function as buying centers when they consist of individuals from various areas (engineering, accounting, marketing) |
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Term
|
Definition
| individuals from various areas of the firm (accounting, engineering, marketing) who meet specifically to make a purchase decision |
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Term
|
Definition
| the purchase is of minor importance and is not complex (no consideration is given to strategic issues); reordering process may be automated or routinely by clerical personnel; often handled under a contract and price or reliability tend to be the dominant evaluative criteria |
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Term
|
Definition
| when the purchase is moderately important to the firm or the choice is complex; a product the organization is accustomed to purchasing but the product or the firm needs to have changed; DMU is likely to include several reps including midlevel managers and evaluative criteria are analyzed |
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Term
|
Definition
| the buying decision is very important and the choice is quite complex; the buying organization will typically have had little experience with the product or service; the DMU evolves over time and will be large; top management will be involved |
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Term
| Steps in the Organizational Decision Process |
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Definition
1) Problem Recognition
2) Information Search
3) Evaluation & Selection
4) Purchase & Decision Implementation
5) Usage & Postpurchase Evaluation |
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Term
| Two-Stage Decision Process |
|
Definition
the evaluation of possible vendors and selection of a given vendor;
1) making the buyer's approved vendor list
2) involves other decision rules; disjunctive, lexicographic, compensatory, or elimination-by-aspects |
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Term
|
Definition
| payments, warranties, delivery dates, and so forth; complex and critical in business-to-business markets |
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Term
|
Definition
| much like lifestle in that organizations vary dramatically in how they make decisions and how they approach problems involving risk, innovation, and change |
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Term
|
Definition
| the organizational culture of a business firm |
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Term
|
Definition
| involve both organization characteristics (size, activities, objectives, location, and industry category) and characteristics of the composition of the organization (gender, age, education, income distribution of employees) |
|
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Term
|
Definition
| organizations with distinguishing firmographics can be grouped into market segments through this process; based on differences in needs due to firmographics |
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Term
|
Definition
| most powerful type of reference group in industrial markets; innovative organizations that derive a great deal of their success from leading change |
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Term
| Reference Group Infrastructure |
|
Definition
| the flow of purchase influence within an industry |
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Term
|
Definition
1) risk taking is admired and rewarded
2) competition is more important than cooperation
3) hard work comes first, leisure second
4) individual efforts take precedence over collective efforts
5) any problem can be solved
6) active decision making is essential
7) change is positive and is actively sought
8) performance is more important than rank or status |
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Term
| Internal Factors Influencing Organizational Culture |
|
Definition
1) Organizational Values
2) Perception
3) Learning
4) Motives and Emotions |
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Term
|
Definition
| a system of moral principles; the rules of conduct recognized in respect to a particular class of human actions or a particular group |
|
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Term
|
Definition
| the priciples and regulations established in a community by some authority and applicale to its people, whether in the form of legislation or of custom and policies recognized and enforced by judicial decision; any written or positive rule or collection of rules prescribed under the authority of the state or nation, as by the people in its constitution |
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Term
|
Definition
1) Caveat Emptor; buyer beware: buyers have limited rights to recover anything from sellers if products are defective
2) Consumer Bill of Rights; JFK-1962 |
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Term
|
Definition
1) Right to be Safe
2) Right to choose freely
3) Right to be heard
4) Right to be informed
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|
|
Term
|
Definition
| certain individual rights and duties are universal (Consumer Bill of Rights, US Constitution) |
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Term
| Conflicting Principles in Business |
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Definition
Societal Responsibility (General Public & Environment)
Stakeholder Responsibility (Customers, Suppliers/Distributors, Employees)
Profit Responsibility (Owners/Stockholders, Lenders) |
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Term
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Definition
| greatest good for the greatest number; evaluate costs and benefits, choose the option with the greatest benefits for the whole |
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Term
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Definition
| the National Advertising Division of the Council of Better Business Bureaus is the primary self-regulatory body of the American advertising industry; The Children's Advertising Review Unit in a special unit created by this body to review advertising aimed at children |
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