Term
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Definition
| a philosophy for conducting business where the organization should satisfy the consumer's needs and wants to make profits, carrying it out involves consumer orientation |
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Term
| How does the marketing concept relate to customer orientation? |
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Definition
| In order to carryout the marketing concept you must understand consumer orientation |
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Term
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Definition
| Understanding the consumer's wants and needs, the competitive environment, and the nature of the market, and using this knowledge to formulate the firm's strategies for creating satisfied customers |
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Term
| Taking a Customer Orientation |
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Definition
| Changed to this b/c customer's demand drove everything. Sovereign (possess all power), global, different and alike, have rights, everyone needs to understand consumers |
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Term
| Business Orientations Preceding Customer Orientation |
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Definition
Manufacturer orientation -> selling orientation -> market orientation -> customer orientation
B/c you make it ppl buy it, heavy advertising, whole market interested in purchasing, sell to individual/target market |
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Term
| Consumer Behavior Definition |
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Definition
| Studies of individuals, groups, or organizations, and the processes they use to select, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impact that these processes have on the consumer and society |
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Term
| What does Consumer Behavior Involve? |
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Definition
| Affect, cognition, behavior, and the environment, interactions, exchanges, and it is dynamic |
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Term
| Consumer Behavior Analysis |
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Definition
| Affect and cognition, behavior, and the environment |
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Term
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Definition
| A consumer's feelings about stimuli and events |
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Term
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Definition
| A consumer's thoughts and beliefs about stimuli and events |
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Term
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Definition
| A consumer's physical actions that can be directly observed and measured by others |
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Term
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Definition
| Everything external to a consumer that influences what s/he, thinks, feels, and does |
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Term
| Applications of Consumer Behavior |
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Definition
| Informs successful marketing strategies |
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Term
| Why do we study Consumer Behavior? |
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Definition
| Helps analyze consumer's increasing influence, educates and protects consumers, helps formulate public policy, affects personal policy |
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Term
| Which Constituencies can benefit from the info about Consumer Behavior? |
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Definition
| Ethical implications for the firm, consumers, and society |
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Term
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Definition
| The design, implementation and control of a plan to influence exchanges to achieve organizational objectives |
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Term
| How does the marketing strategy relate to consumer behavior? |
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Definition
| All of the elements revolve around the consumer, it can influence the consumers at different levels, requires consideration of each element of consumer analysis |
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Term
| Customer-oriented Marketing Strategy |
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Definition
| Have a vision about the market, selects avenues for delivering superior value, position the organization and its brands, recognize the potential value of collaborative relationships, reinvent organizational designs |
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Term
| Elements of Marketing Strategy |
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Definition
| Market Analysis, market segmentation, marketing mix strategies, and implementation |
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Term
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Definition
| Process of analyzing consumer trends, current and potential competitors, company strengths and weaknesses, market environment |
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Term
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Definition
| The satisfaction a consumer feels after making a purchase for goods or services relative to what s/he must give up to receive them |
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Term
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Definition
| A marketing term that measures how products or services supplied by a company meet or surpass a customer's expectation |
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Term
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Definition
| A group of consumers with similar needs and behaviors that differ from the entire mass market (similar in one or more ways) |
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Term
| Elements of an Attractive Market Segment |
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Definition
| Measurable, accessible, substantial, congruent (in agreement) |
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Term
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Definition
| the market a company wants to sell its products and services to, and it includes a targeted set of customers for whom it directs its marketing efforts at in order to attain its marketing goals |
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Term
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Definition
| Positioning the product or service in the minds of the consumer to appeal to the targeted segments |
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Term
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Definition
A business tool used by marketers that is crucial when determining a product's offer and is associated with the four P's
(product, price, promotion, place/distribution) |
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Term
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Definition
| Good, service, or combo of the two that is designed to satisfy the want or need |
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Term
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Definition
| All the messages used across all channels to communicate a message to the market or convey information about a product |
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Term
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Definition
| The value put to a product or service and is the result of a complex set of calculations, research, and understanding and risk taking ability |
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Term
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Definition
| The process of making a product or service available for use or consumption by a consumer or business user, using direct means, or indirect means with intermediaries |
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Term
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Definition
| They cannot be stored or transported, are instantly perishable, and come into existence at the time they are bought and consumed |
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Term
| Steps of the Customer Decision-Making Process |
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Definition
| Need/problem recognition -> information search -> evaluation of alternative -> purchase -> post purchase behavior |
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Term
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Definition
| Problems that customers intend to solve with the purchase of a good or service |
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Term
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Definition
| Imbalance between actual and desired states (gap between what you want and what you have) |
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Term
| How does problem recognition occur? |
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Definition
| It is triggered by internal or external stimuli (you know or coffee smell triggers your senses) |
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Term
| Types of need/problem recognition |
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Definition
| Out of stock, Dissatisfaction, New wants/needs, Related products/purchases, Marketer-induced problem recognition, New products |
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Term
| Brands Included in a given information search |
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Definition
| Awareness set, evoked set, consideration set |
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Term
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Definition
| A group of products you are aware |
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Term
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Definition
| Brands consumers can recall from memory |
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Term
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Definition
| Brands consumer considers buying |
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Term
| Factors that determine the amount of information search a customer will engage in a given purchase situation |
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Definition
| Perceived risk, knowledge and confidence, prior experience, involvement |
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Term
| Purchase Steps of Customer Decision Making Process |
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Definition
| Choice identification, purchase intention, choice implementation |
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Term
| Post Purchase Steps of CDMP |
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Definition
| Decision confirmation/cognitive dissonance, experience evaluation, satisfaction/dissatisfaction, future response (exit, voice, or brand loyalty) |
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Term
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Definition
| Nominal decisions are decisions where you don't consider picking a brand because past experiences with the brand or product led to the same habitual decision |
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Term
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Definition
| Used for products purchased occasionally, unfamiliar brand in a familiar product category (Ex. evaluating new brands seen at store) |
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Term
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Definition
| Purchases that involve processing more information and going to greater lengths to satisfy a need |
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Term
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Definition
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Term
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Definition
| A construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response, compel consumers to take action |
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Term
| Maslow's Hierarchy of Needs 4 premises |
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Definition
| 1) Humans acquire a similar set of motives through genetics and interactions 2)Some motives are more basic and critical to survival 3) Basic motives must be satisfied before other higher level motives are activated 4) As basic motives are satisfied, higher level motives are considered |
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Term
| Maslow's Hierarchy of Needs |
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Definition
| Physiological needs, safety needs, social needs, self-esteem needs, and self-actualization |
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Term
| McGuire's Needs (4 Questions) |
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Definition
| Is mode of motivation cognitive or affective? Is the motive preservation of status quo or growth? Is the behavior actively initiated or a response to the environment? Does this behavior help the individual achieve a new internal or new external relationship to the environment? |
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Term
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Definition
| Consumer will react differently depending on which motives are most salient (prevention versus promotion) |
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Term
| approach-approach conflict |
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Definition
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Term
| Approach-Avoidance Conflict |
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Definition
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Term
| Avoidance-avoidancae Conflict |
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Definition
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Term
| Manifest vs. Latent Motives |
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Definition
| Known and freely admitted versus unknown or reluctant to reveal |
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Term
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Definition
| Focus Groups, In-depth interviews, projective techniques, association tests |
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Term
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Definition
| Attributes-> Functional Consequences -> Pyschosocial Consequences-> Value |
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Term
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Definition
| Process by which people select, organize, and interpret internal stimuli into a meaningful coherent picture |
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Term
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Definition
| Exposure, attention, interpretation |
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Term
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Definition
| A stimulus is placed within a person's relevant environment and comes with a range of their sensory receptor nerves |
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Term
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Definition
| Exposure occurs when the consumer chooses to focus attention on certain stimuli while excluding others |
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Term
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Definition
| The stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing; select to interpret |
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Term
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Definition
| Long term memory, familiar, low involvement |
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Term
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Definition
| Long-term memory, conscious and controlled, uses cognitive capacity |
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Term
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Definition
| The assignment of meaning to sensations, involves the cognitive processes required to understand concepts, events, objects, and persons in the environment |
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Term
| Environmental Prominence's Affect on Perceptual Processes |
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Definition
| If a consumer is constantly exposed to something, it will catch their attention and lead them to interpret and internalize the message of the advertiser |
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Term
| How does involvement affect the perceptual process? |
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Definition
| Involvement = amount of time and effort a buyer invests in the search evaluation, and decision processes of consumer behavior |
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Term
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Definition
| Process in which stimuli that are potentially threatening, offensive, or unpleasant are either not perceived or are screened out, even though exposure has already taken place; the stimuli are less likely to be consciously perceived |
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Term
| Why do consumers avoid marketing info |
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Definition
| Not personally relevant, environmental factors (time pressure), distracting stimuli, marketing info. isn't prominent enough |
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Term
| Marketer's strategies to grab consumer's attention |
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Definition
| Facilitate intentional exposure opportunities, maximize accidental exposure opportunities, maintain exposure |
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Term
| Marketing strategy's relatedness to exposure, attention and comprehension |
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Definition
| Marketers want to maximize exposure to target consumers, capture the attention of consumers, determine what level and amount of comprehension they want consumers to process the info |
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Term
| Decisions affected by exposure, attention, and comprehension |
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Definition
Product, info, and warning labels
Pricing, distribution, and advertising strategies |
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Term
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Definition
| An enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment |
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Term
| Characteristics of Attitudes |
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Definition
| An individual's overall evaluation of something, held toward almost anything, may vary in levels of abstraction, involve cognitive, affective, and behavioral systems, reflect a predisposition to act, are functional |
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Term
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Definition
| Holding mixed feelings or beliefs about an attitude object |
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Term
| Components of an Attitude |
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Definition
| Cognition, Affect, and Conation |
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Term
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Definition
| Beliefs about specific attributes or an overall object |
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Term
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Definition
| Emotions or feelings about specific attributes or an overall object |
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Term
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Definition
| Behavioral intentions w/ respect to specific attributes or an overall object |
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Term
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Definition
| Beliefs about a products attributes -> Attitude towards a product -> Evaluation of attribute's importance |
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Term
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Definition
| Aspect of a product a consumer judges it by. It is noticeable, prominent, and jumps out |
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Term
| Why has the MAM Model remained so popular? |
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Definition
| Quantifiable, very diagnostic, has intuitive feel, industry accepts it, research pragmatics, theoretical relevance |
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Term
| Attitude Response Hierarchy |
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Definition
| The sequence in which affect, cognition, and conation occur |
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Term
| Cognitive Response Hierarchy |
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Definition
Cognition -> Affect -> Conation
LEARNING
Changing beliefs, ideals, shifting importance, and adding beliefs |
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Term
| Emotional Response Hierarchy |
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Definition
| Affect -> Conation -> Cognition |
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Term
| Conative Response Hierarchy |
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Definition
Conative -> Affect -> Conation
LOW INVOLVEMENT / "Just try it!"
Involves using incentives, physical environment, government mandates, implementing business procedures, & structuring info. |
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Term
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Definition
Expectations that consumers will behave a certain way
Intentions lead to behavior |
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Term
| Intentions accurately measure behavior when... |
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Definition
1) Consumer has formed an intention to behave before measurement
2) No other info. is encountered
3) Behavior is under the voluntary control of the consumer |
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Term
| Predicted Power of Intentions is Affected By... |
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Definition
| Intervening time, different levels of specificity, unforeseen environmental event, unforeseen situational context, degree of voluntary control, stability of intentions, new info. |
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Term
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Definition
| Society's view of the appropriate relationship between individuals and a group within that society |
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