Term
| Consumer Behavior Process |
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Definition
| Cognitive Recognition, Search, Alternative Evaluation,Purchase/Acquisition, Use and Evaluation. |
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Term
| Active-High Involvement Consumer |
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Definition
| Spend a lot of time figuring out the problem on Search and Use and Evaluation steps,They have High levels of cognitive dissonance |
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Term
| Passive-low involvement consumer |
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Definition
| Spend little time figuring out the problem, and are less involved in search and evaluation |
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Term
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Definition
| routine, limited and extensive |
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Definition
| low involvement, have product and brand knowledge spend little time on search and decision when making purchases. |
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Definition
| mid range involvement, have product knowledge but lack brand information, have specific product needs but will alternate brands if necessary. |
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| extensive decision making |
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Definition
| hi-involvement have no product or brand knowledge. |
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Term
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Definition
| lower level of involvement in consumer decision making, they emphasize advertisement and a higher level of personal selling. |
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Term
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Definition
| low level involvement emphasize broadcast, higher level of involvement emphasize print. |
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Definition
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Definition
| low involvement, are in majority of outlets and consumers are more familiar with their products and location, ie macys |
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Definition
| high level of involvement ie nordstrom |
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Term
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Definition
| Social influences that aid a public in determining product and service needs. |
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Term
| Macro-level social influences |
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Definition
| large influences, too large to see or touch: include culture,subculture, and social class= values, lifestyles customer rituals, language and symbols |
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Term
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Definition
| interact socially and personally with publics. 1. reference groups, 2.opinion leaders, 3. role models |
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Term
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Definition
| interpersonal by nature any group that serves as a point of reference for your consumer behavior. Influence in three ways, Information influence, normative influence, identification influence |
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Term
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Definition
| product categories and brand choices |
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Term
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Definition
| much like peer pressure, feels pressure to conform to norms of the group |
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Definition
| identifies self with product and brand choice |
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Term
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Definition
| people who influence the opinions of others, includes porduct/brand choice. FORMAL, INFORMAL AND PRODUCT EXPERTS(know a lot about certain products, easily identifiable, visit websites often, may subscribe to publications) |
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Term
| Opion Leaders 2step flow of communication |
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Definition
| 1st marketers target opinion leaders, they get them aware and liking, then opinion leaders use their normal influence on society to get them involved. |
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Definition
| people of celebrity status that exert enormous levels of influence. ie endorsements |
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Term
Target Marketing/Market Segmentation
for each segment ask yourself "How could I do this" |
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Definition
| 1.demographic,2.geographic,3.psychographic, 4.benefits, 5.volume, 6.institutional |
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Term
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Definition
| focuses on age sex race ethnicity, income occupation and education level-can each describe consumer character behavior. |
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Term
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Definition
| targets geographic locations because they contain the specific demographics your looking for, uses Buying Power Index |
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Term
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Definition
helps forecasts whether there is enough marketing potential, BPI= % of national proportion+ % of national income in that locality + national retail sales .
Good BPI= people with money who spend it. |
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Term
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Definition
| values, lifestyles, personality traits, role perceptions, V.A.L.S. study based on values and lifestyles, 8 segments. epeople with similar results are likely to buy similar products, similar product needs, similar purchase habits. ex.beer titanic drinkers ritual |
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Term
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Definition
| targets marketers based on primary benefit that they seek in purchase or consumption. example:soap |
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Term
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Definition
| light users, heavy users, medium users, non-users,ex-users,new users, are all good opportunities for marketers Ex. toothpaste |
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Term
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Definition
| segments market by organizational type your going after. example:prepaid legal care through organization as a benefit. |
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Term
| MIS(marketing information systems |
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Definition
1. internal accounting system
2. marketing intelligence system
3.marketing research |
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Term
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Definition
| studies of specific problems, unanswered questions,related to a market. |
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Term
| Identify your problem 4 problems |
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Definition
1.exploratory-research that brings your problem to a greater focus.
2.descriptive-describes a specific state of nature(percentages/stats)
3.experiment-causality what causes something...cause and effect
4.predictive-attempting to forecast some future event. |
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Term
| Sources of Marketing Research |
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Definition
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Term
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Definition
Qualitative vs. Quantitative
qualitative- more in depth, reactions, expressions, suggestions.
quantitative- data collection method, stats, numbers, measurable data, internal records, gov't documents, external sources. |
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Term
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Definition
1.obervation
2.survey
3.consumer panels |
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Term
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Definition
your not only asking questions, your also observing your consumers. examples physical trace evidence analysis(nike)
cameras
psychological measurement(pupil dialation
scanner
mystery shopper
content analysis
humanistic inquiry |
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Term
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Definition
| designed to give numbers, statistics |
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Term
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Definition
| large representative sample, records information about THEIR BEHAVIOR "LONGITUDINAL STUDIES"-take a larger period of time to do usually weeks and months. |
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Term
Product Strategy
"Total Product Concept" |
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Definition
| broad concept of what this product is going to be. 4 STEPS |
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Term
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Definition
| functional and asthetic services |
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Term
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Definition
service an image extras
how you are going to position this product when competing for a share of mind space. ex. brands of mouthwash. |
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Definition
psychological and operational benefits
how will this make you feel....what will ths enable you to do? |
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Term
Packaging {functions}
sub catagories |
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Definition
1.product protection,attention,differentiation,
ex. stockings-competitive edge |
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Term
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Definition
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Term
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Definition
| opportunity to tell a brand story disclose information about the brand and product. |
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Term
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Definition
| warnings for awareness of risks of product ex. Mcdonalds |
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Term
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Definition
| use packages to show that there organizations are doing something environmentally. |
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Term
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Definition
| promoting more than one product on a package. ex. hair products |
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Definition
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Definition
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Term
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Definition
| 1.intangilble 2.simultaneaous consumption and production 3.non-standardized because its based on human performance-people and behaviors vary 4.perishable 5.inseperable- cant seperate the service form the service provider. |
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Term
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Definition
1.managing the tangible evidence-how well the people giving the service are dressed
2.co-production strategies/consumer involvement-dentist telling you what to do between visits(basically you bing involved in the process)
3.develop "brandway" of doing business
4.internal marketing
5. marketing creditials and reputation
6. Manage process and outcome quality |
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Term
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Definition
| set of activities that enhance probabilities of success. |
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Term
| 6 steps of new product development |
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Definition
| 1. idea generation 2.screening process 3.concept testing 4. business analysis 5. product development 6.test marketing |
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Term
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Definition
| ongoing step;customers and employees using both to come up with ideas. distribution channels, govt, industry/competition |
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Term
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Definition
| which ideas have the best strategic fit for an organization. certain qualities ideas mus have to pass screening inspection |
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Term
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Definition
| management has a strategic vision for product and tests it by consumers. either its accepted or suggestions are given. tested for adoption and diffusion determinants |
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Term
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Definition
| 1.aware 2.interest 3.trial 4.adopt |
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Term
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Definition
| when society adopts a product |
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Term
| tests for relative advantage/why people would adopt the product |
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Definition
| compatability,complexity,trialability,observability,costs,purchase intentions |
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Term
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Definition
break even analysis = TFC/CPU
CPU = ASP-AVP |
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Term
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Definition
start a limited production run, ask your self if you can really make it based on variable costs and break even analysis.
alpha testing-tests for fuctionality, safety,durability
beta testing-consumers test product
develop marketing mix |
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Term
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Definition
| money,time,competitive exposure are the pros some firms wont market products because of bad test market scores. |
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