Term
|
Definition
| Temporary conditions (characteristics) that affect how buyers behave |
|
|
Term
| Four types of Situations and their relevance to marketing strategy |
|
Definition
- Communications situation: can be defined as those settings in which the consumer is exposed to either personal or non-personal communications
- The Purchase situation: refer to those settings where consumers aquire products and services
- The Usage situation: refer to those settings where consumption occurs
- The Disposition situation: we need to understand how situational influences affect disposition decisions in order to develop more effective and ethical products |
|
|
Term
| Five characteristics of situations |
|
Definition
- Physical surroundings: include geographical and institutional location, decor, sounds, aromas, lighting, weather, visible configurations of merchandise or other material surrounding the stimulus object.
- Social surroundings: refer to the effects of other people on a consumer in a consumption situation.
- Temporal perspectives: deal with the effect of time on consumer behavior.
- Task definition: is the reason the consumption activity is occurring.
- Antecedent states: are the temporary physiological states and moods that a consumer brings to a consumption activity, they are not lasting characteristics
|
|
|
Term
|
Definition
| is a socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning. |
|
|
Term
| Describe the use of situational influence in developing marketing strategy |
|
Definition
| Product, package, advertisement, sales presentation, retail outlet |
|
|
Term
|
Definition
Is the level of concern for, or interest in, the purchase process.
- It is a temporary state influenced by the interaction of individual, product, and situational characteristics.
|
|
|
Term
| Factors affecting purchase involvement |
|
Definition
›Previous experience- leads to low involvement
›Interest- high product interest leads to high-involvement.
›Perceived risk- the higher the perceived risk the higher involvement.
›Situation - the circumstances of the situation change involvement.
›Social visibility– increases involvement |
|
|
Term
|
Definition
›is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process. |
|
|
Term
| Problem recognition and how it fits into the consumer decision making process |
|
Definition
|
|
Term
| Summary of uncontrollable determinants of problem recognition |
|
Definition
|
|
Term
| Role of consumer problems |
|
Definition
|
|
Term
| Problem recognition in marketing strategy |
|
Definition
|
|
Term
|
Definition
is the motivated activation of knowledge stored in memory or acquisition of information from the environment carried out by the consumer to reduce uncertainty and provide a basis for evaluation alternatives. |
|
|
Term
|
Definition
Search of long-term memory to determine if:
1.a satisfactory solution is known
2.what are types of potential solutions, and
3.ways to compare the possible solutions. |
|
|
Term
|
Definition
If a resolution is not reached through internal search, then the search process is focused on relevant external information. |
|
|
Term
| Types of information for which consumers search |
|
Definition
-Appropriate evaluative criteria
-The existence of various alternatives
-Performance of each alternative solution on each evaluative criterion |
|
|
Term
| Categories of decision alternatives relating to the evoked set |
|
Definition
-To choose among the brands in the evoked set, the consumers compares them on the relevant evaluative criteria.
-To do this, we need the relevant evaluative criteria information for each brand. |
|
|
Term
| Available information sources and the role of Internet and mobile search |
|
Definition
Internet:
-Online information is expected
-Online information boosts offline sales
-Online sources are viewed as valuable
-Online sources reduce salesperson’s role
Mobile search:
-87% of US Adults have a mobile phone (Feb 2012)
46% own a smart phone
41% own cell phone
-Spending on Mobile advertising is increasing
-Local mobile search is defined as searches for information from a mobile device pertaining to the current (or future planned) geographic location of a consumer.
|
|
|
Term
| Available information sources |
|
Definition
vMemory– past searches, personal experiences, low-involvement learning
vPersonal sources– friends and family
vIndependent sources– magazines, consumer groups & government agencies
vMarketing sources– sales personnel, wesites, & advertising
vExperiential sources – inspection or product trial. |
|
|
Term
| Cost-benefit factors driving the amount of external search |
|
Definition
-External information search is skewed toward limited search, with the greatest proportion of consumers performing little external search immediately prior to purchase.
-Measures of Information search:
Number of stores visited
Number of alternatives considered
Number of personal sources used, and
Overall or combination measures |
|
|
Term
| Marketing strategies based on information search patterns |
|
Definition
|
|
Term
| Discuss how actual consumer choice often differs from rational choice theory |
|
Definition
|
|
Term
| Summarize the types of choice processes consumers engage in |
|
Definition
|
|
Term
| Explain evaluative criteria |
|
Definition
are the various dimensions, features, or benefits a consumer looks for in response to a specific problem. |
|
|
Term
| Meausrement of evaluative criteria |
|
Definition
If we want to influence consumer decision making, we need to know:
-The evaluative criteria used
-Judgments of brand performance on each criterion
-The relative importance of each criterion. |
|
|
Term
| Describe the role of evaluative critieria in consumer judgement and marketing strategy |
|
Definition
-Evaluative criteria such as price, size, & color can be judged easily and accurately by consumers.
-Other criteria, such as quality, durability, and health benefits, are much more difficult to judge.
-In such cases, consumers often use price, brand name, or some other variable as a surrogate indicator of quality. |
|
|
Term
| Summarize the five decision rules for attribute-based choice and their strategic relevance |
|
Definition
vConjunctive Rule: Establishes minimum required performance for each evaluative criterion.
vDisjunctive Rule: Establishes a minimum required performance for each important attribute (often a high level).
vElimination-by-Aspects Rule:
1)Rank evaluative criteria in terms of importance
2)Cutoff point for each criterion is established.
vLexicographic Rule:
1)Rank evaluative criteria in terms of importance
2)Select the brand that performs best on the most important attribute.
3)If two or more brands tie, they are evaluated on the second most important attribute, & so on. Until one brand is left.
vCompensatory Rule: The compensatory decision rule states that the brand that rates highest on the sum of the consumer’s judgments of the relevant evaluative criteria will be chosen.
|
|
|
Term
| Describe the various postpurchase porcesses engaged in by consumers |
|
Definition
|
|
Term
| Define and discuss postpurchase dissonance |
|
Definition
›Postpurchase Dissonance occurs when a consumer has doubts or anxiety regarding the wisdom of a purchase. It is a function of:
-The degree of commitment or irrevocability of the decision
-The importance of the decision to the consumer
-The difficulty of choosing among the alternatives
-The individual’s tendency to experience anxiety |
|
|
Term
| Discuss postpurchase dissonance |
|
Definition
›Because dissonance is an uncomfortable feeling, consumers want to reduce the dissonance.
›Approaches to reduce dissonance:
-Increase desirability of brand purchased
-Decrease the desirability of rejected brand
-Decrease the importance of the purchase
-Reverse the purchase decision
-Live with our choice and make future note |
|
|
Term
| Discuss the issues surrounding product use and nonuse and their importance to marketers |
|
Definition
Product use:
-An understanding of how consumers use and consume products and services is important to managers.
-Marketers who discover new uses for their products can greatly expand sales.
Product nonuse:
Product nonuse occurs when a consumer actively acquires a product that then is not used or is used only sparingly relative to potential use.
-Both marketers and consumers suffer when consumers buy products that they do not use or use less than they intended. |
|
|
Term
| Summarize disposition options and their relevence to marketers and public policy |
|
Definition
Understanding disposition behavior is important to marketing managers because of:
-ecological concerns of consumers
-costs and scarcity of raw materials
-activities of federal and state legislatures & regulatory agencies.
1)Consumers can be reluctant to buy a new item until they have “gotten their money’s worth”
2)The old product may need to be dealt with before a replacement is purchased (space or $)
3)Consumer disposition creates a used-product market
4)Many Americans are concerned with waste
5)Environmentally sound disposition decisions benefit society as a whole
|
|
|
Term
| Explain the determinants and outcomes of satisfaction and dissatisfaction |
|
Definition
|
|
Term
| Describe the relationship between satisfaction, repeat purchase, and customer commitment |
|
Definition
|
|
