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Definition
| act that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services they expect to satisfy needs |
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| Production, Product, and Selling Concept |
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Definition
Production - Henry Ford
Product - consumers buy highest quality, best performance, most features
Selling - marketers primary focus is selling product, assumes consumers won't buy without aggresive persuasion |
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Definition
| represents the process and tools used to study consumer behavior |
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| ratio between customer's perceived benefits and the resources used to obtain these benefits |
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| individual's perception of the performance of the product or service in relation to his/her expectations |
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Definition
Input Stage - influences consumer recognition of product need (consists of info from marketing efforts and social info.)
Process - how consumers make decisions (psychologically)
Output - consumer decision making noting purchase behavior and postpurchase evaluation |
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Definition
| quantitative research to understand the effects of various promotional inputs on customer |
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Definition
| research focus on understanding consumer experiences (more interested in consumption than buying) |
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Definition
| figuring out relationship between people and products by watching them in process of using/buying products |
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Definition
| uses mechanical/electronic device to record customer behavior/response to particular stimulation (i.e. counters) |
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| Physiological Observation |
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Definition
| devices that monitor respondents patterns of information processing (i.e. an eye camera) |
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Term
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Definition
| prior to launching new product, elements such as package,price, promotion are manipulated in controlled setting in order to predict sales |
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Definition
Validity - a study that collects the appropriate data needed to answer the questions or objectives
Reliability - if the same questions, of similar sample, produce same results |
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Definition
| check/write number corresponding to level of "agreement" with a series of statements |
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Term
| Semantic Differential Scale |
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Definition
| uses a series of odd numbers between to opposite objectives (1, 3, 5, 7, 9) |
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Definition
| designed to tap underlying motivates of individuals despite their unconscious rationalizations or efforts at conscious concealment |
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Term
| Zaltman Metaphor Elicitation Technique (ZMET) |
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Definition
| relies on visual images to assess consumers' deep and subconscious thoughts about products, services, marketing strategy) |
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Term
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Definition
| professional observers who pose as customers to interact w/ and provide unbiased evaluations of company's service personal |
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Definition
| use a combination of several segmentation bases to create rich and comprehensive profiles of particular consumer segments |
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Definition
| Activities, interests, and opinions (psychographic profile of a consumer segment) |
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Definition
| a division of consumer markets that have been successfully divided into segments on basis of stage in family, social class, cultural values, group memberships, etc. |
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Definition
| a segmentation variable that is known by looking at the occasion or situation that determines what consumers will purchase or consume |
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Definition
| segmentation used to position various brands within the same product category (toothpastes with "whitening" are divided to benefit segmentation) |
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Term
| Differentiated vs. Concentrated Marketing |
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Definition
differentiated - targeting several segments using individual marketing mixes
Concentrated - targeting one segment with a unique marketing mix |
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Term
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Definition
| physiological needs including food, water, air, clothing, shelter, and sex |
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Definition
| needs we learn in response to our culture or environment, including needs for self-esteem, prestige, affection, power, learning |
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Term
| Approach vs. Avoidance Object |
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Definition
approach - positive goal is one toward which behavior is headed
avoidance - negative goal is one from which behavior is directed away from |
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Term
| Rational vs. Emotional Motives |
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Definition
rational - in terms of the traditional economic smart sense
emotional - implies selection of goals based upon personal/subjective criteria |
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Term
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Definition
| people sometimes adopt these to protect their egos from feelings of failure when they do not attain their goals |
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| Behaviorist vs. Cognitive School |
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Definition
Behavior - considers motivation to be a mechanical process (a response to a stimulus)
Cognitive - believes all behavior is directed at goal achievement based upon past experiences |
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Definition
| inner psychological characteristics that both determine and reflect how a person responds to his/her environment |
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Term
| Freud's Psychoanalytic theory of personality |
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Definition
| unconscious needs or drives, especially sexual and other biological drives at the heart of human motivation and personality |
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Term
| Consumer Innovativeness vs. Materialism vs. Ethnocentrism |
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Definition
innovative - how receptive a person is to new experiences
materialism - degree of consumer's attachment to worldly possesions
ethnocentrism - consumers likelihod to accept or reject foreign-made products |
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Definition
| personality trait that measures the degree of rigidity individuals display toward unfamiliar |
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| Inner-Directedness vs. Other-Directedness |
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Definition
Inner - trusting on personal values
Other - trusting on guidance and values from other people's opinions |
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Term
| Optimum Stimulation Levels |
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Definition
| linked with greater willingness to take risks, try new products, or to be innovative |
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Term
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Definition
| characterized by varied, novel, complex sensations and experience, willing to take physical and social risks for sake of such experience |
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Definition
| measures a persons craving or enjoyment for thinking |
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Definition
| tries to recast consumers' perception of the attributes of a product or service into a human-like character |
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Definition
| thinking reflects the understanding a single consumer will act differently under different circumstances and with different people |
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Term
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Definition
| individuals tend to by products and services and patronize retailers whose images or personalities relate in some meaningful way to their own self-images |
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Term
| Virtual Personality (Self) |
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Definition
| provides an individual with opportunity to try on different personalities or different identities |
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Term
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Definition
| any unit of input to any of the senses |
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Definition
| lowest level at which an individual can experience a sensation |
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Definition
| concern that consumers will get used to their current print ads and TV commercials and no longer "see" them |
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Term
| Differential Threshold (Just Noticeable Difference) |
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Definition
| minimal difference that can be detected between two similar stimuli is called this (Weber's Law) |
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Term
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Definition
| perceiving stimuli without beign consciously aware that they are doing so (stimuli too weak or too brief to be consciously seen or heard) |
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Term
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Definition
| people usually see what they expect to see, and what they expect is based on familiarity |
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Term
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Definition
| perceived characteristics of even the simplest stimulus are viewed as a function of the whole to which the stimulus appears to belong |
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Term
| Figure-and-Ground Relationships |
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Definition
| Gestalt principle of perceptual organization focusing on contrast (figure is clearly perceived while ground is the background) |
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Term
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Definition
| helps marketers determine how their products/services appear to consumers in relation to competitive brands on one or more characteristics |
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Definition
| any price that a consumers uses as a basis for comparison in judging another price |
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Term
| Acquisition vs. Transaction Utility |
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Definition
acqusition - consumer's perceived gain/loss associated with a purchase
Transaction - perceived pleasure or displeasure associated with financial aspect of purchase determined by difference between internal reference price and purchase price |
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Definition
| discomfort that consumers experience as a result of conflicting information |
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Definition
| a.k.a. high risk perceivers; they limit their product choices to a few safe alternatives |
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Definition
| low-risk perceivers that make their choices from a wide range of alternatives |
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Definition
| the learning of a new or foreign culture |
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Definition
| products that are manufactured, packaged, positioned in exactly the same way regardless of country |
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Term
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Definition
| standardizing both product and communications programs when conducting business on a global basis |
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Term
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Definition
| customizing both product and communications program by geographical area |
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Definition
| process by which one person informally influences actions/attitudes of others |
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Definition
| individuals who actively seek information and advice about products |
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Term
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Definition
| customer influencer group that possess a wide range of information about many different types of products/retail outlets, and other market dimensions |
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Term
| Diffusion vs. Adoption Process |
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Definition
diffusion - macro process concerned with spread of new product from its source to consuming public
adoption - micro process about stages through which individual consumer passes when deciding to accept/reject product |
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Term
| Continuous vs. Dynamically Continuous vs. Discontinuous Innovation |
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Definition
Continuous - introduction of modified product rather than totally new product
Dynamic - involves creation of a new product or modification of existing product
Discontinuous - requires consumers to adopt new behavior patterns |
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Term
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Definition
| classification scheme indicating where a consumer stands in relation to other consumers in terms of time |
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