Shared Flashcard Set

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MKT 302 FINAL
Clemson University Marketing 302 Jennifer Siemmens
80
Marketing
Undergraduate 2
05/01/2012

Additional Marketing Flashcards

 


 

Cards

Term
What is "consumer misbehavior"?
Definition
  • Violates generally accepted norms of conduct
  • Shoplifting, drinking & driving, copyright, infringement, texting while driving
Term
Why study misbehavior?
Definition

1. distrupts the exchange process

2. affects other consumers' value

3. affects consumers' satisfaction

 (moral equity=preception of fairness)

Term
Deontological Evaluations
Definition

(is the action "right")

the action itself is evaluated based on intention

Term
Teleological Evaluations
Definition

"what are the consequences?"

(does the end justify the means)

Term
Problem Behavior
Definition
can't be helped or is seemingly beyond control (eating disorders, alcoholics)
Term
Misbehavior
Definition

intentional

(shoplifting, fraud, etc)

Term
Abusive consumer behavior
Definition
  • Hostility toward a company
  • Rude Beligerent
    • verbally/physically abusive
    • uncooperative
    • drunken
    • break company policy
Term
Culture Jamming
Definition
  • an attempt to distrupt advertising
  • must do so in a "meaningful" way
    (defacing billboards)
Term
Organized shoplifting groups
Definition
  • "Electronic Fencing" or "Fast Food Fencing"
  • professional shoplifting
  • repackage goods to sell, often online (ebay, craigslist)
Term
Consequence to stakeholders? (shoplifting)
Definition
  • raised prices
  • residence lose sales tax
  • neighborhood/employees in danger
Term
Retail Borrowing ("deshopping")
Definition
  • premeditated return of used merchandise (clothing, electronics)
  • increased prices, more strict return policy
Term

Dysfunctional fan behavior

(affects consumer value)

Definition
  • Often verbally abusive to others
  • Loud & obnoxious at sporting events
  • Sometimes violent
    (soccer hooligans, football fans)
Term
Punishment/dicouragement of consumer misbehavior
Definition
  • "cruel" & "unusually"
  • "get what you deserve"
  • avoiding jail sentences by public embarrassment
Term
Public criticisms of marketing
Definition
  1. Deceptive Advertising
  2. Marketing to Children
  3. Pollution
  4. Planned Obsolescene
  5. True vs Artificial Needs
  6. Encourage Loans, Credit
  7. Manipulative Sales Tactics
  8. Stealth Marketing
Term
Marketing Ethics/AMA Code of Ethics
Definition
  1. Do no harm
  2. Foster trust in the marketing system
  3. Act in ways that improve consumer confidence in the integrity of the marketing exchange system
Term
Consumerism
Definition

term used to describe the activities of various groups to protect basic consumer rights

Term
Consumer Bill of Rights
Definition
  1. Right to safety
  2. Right to be informed
  3. Right to redress & to be heard
  4. Right to choice
Term

Deficient Products

 

Definition

products that have little or

no potential to create value of any type; faulty

1. product harmfulness

   2. consumer vulnerability

(both are open to interpretation)

Term

Products Liability

 

Definition
  • strict liability means that consumers can win legal action against a firm if they can demonstrate that an injury occurance
  • punitive & compensatory damages may be awarded
Term
Planned Obsolescence
Definition

the practice of managing and intentionally setting discontinue dates for products

Term
Deceptive Advertising
Definition

1. Omits info that is important in influencing a consumer's buying behavior and (material claim)

2. is likely to mislead consumers who are acting "reasonably"

  • misleading or omission
  • different from puffery (vague discription)
Term
Children's Television Act
Definition
liimts amound of commercial airtime during children's programing
Term
Manipulative Sales Tactics
Definition

1. Foot in the door

(commitment & consistency)

2. Door in the face

(works bc of reciprocity)

3. Even a penny will help

(works bc of shame)

4. "I'm wokring for you!"

(equity theory)

Term

Consumer Behavior as
Human Behavior

Definition
the set of value seeking activities that take place as ppl go about addressing realized needs
Term
Consumer Behavior as a Field of Study (influences)
Definition

econ <- Marketing -> psychology

anthropology <- CB -> social pyschology

Term
Consumption
Definition

process by which goods, services, or ideas are used and transformed into value


need->want->exchange->costs&benefits->reaction->value

Term
Questions to consider
Definition
  • How competitive is the marketing enviornment?
  • How dependent is the marketer on repeat business?
Term
Customer orientation
Definition

puts customer value and satisfaction first

Term
Market Orientation
Definition
organizational culture that emphasizes a customer orientation
Term
Relationship Marketing
Definition
repeat business is key for success
Term
Touchpoints
Definition
times of direct contact with the customer
Term

Consumer Behavior and

Marketing Strategy

Definition
  • a product is really just a bundle of attributes
  • attributes are product features that deliver a desired consumer benefit
Term
Myopia
Definition
a myopic business view defines the business in temers of products and not the value consumers recieve
Term
Business Orientations
Definition

1. undifferentiated marketing: same basic product offered to all customers

2. differentiated marketing: serves multiple market segments each with a unique offering

3. niche marketing: specialize in serving one market segment with particularly unique demand characteristics

Term

Consumber Behavior

& Society

Definition
customes, rituals, & norms of society involve consumption
Term
Different approaches to studying consumer behavior
Definition
Qualitative vs Quantitative Research
Term
Types of interpretive research
Definition

1. ethnography: involves anaylzing artifacts associated with consumption (may involve living as the customer or observing consumed articles)

2. phenomenology: study consumption as a lived experience (interviews with consumers)

Term
Quantitative research is
Definition

1. numbers-driven

2. statistical models

3. surveys/experiments

4. excel/spss analysis

5. not researcher-dependent
(identical surveys can interpret different resules based on question or researcher)

Term
Trends in Consumer Behavior
Definition
  • social networking
  • internationalization of business, but diversified consumers
  • economic difficulties = cautious consumers
  • changing communication preferences
Term
What is the consumer value framework?
Definition
a variety of factors shape consumption and ultimately determine value associated with consumption (internal influences & external influences)
Term

Internal influences

(consumer value framework)

Definition

Psychology of the consumer

Personality of the consumer

Term
Psychology of the consumer involves
Definition

cognition: the thinking that goes on as we process and store things that can become knowledge

affect: the feelings we experienced during consumption activites or associated with specific objects

Term
Personality of the consumer involves
Definition
individual differences: include things like personality and lifestyles
Term
External/Interpersonal influences
Definition

social influences

situational influences

 

Term
What is consumer value?
Definition
value = what you get - what you give
Term

Different types of consumer value

 

Definition
  • Utilitarian: product helps me solve a problem (functional)
  • Hedonic: product experience causes immediate gratification (emotional value)
Term
Market Segmentation
Definition
the seperationof a market into groups based on different demand curves associated with each group
Term
Product Differentiation
Definition
a marketplace condition in which consumers do not view all competing products as idential to one another
Term
What is a commodity?
Definition
products that are not seen as different no matter who/where produces them (the opposite of product differentiation)
Term
Perceptual Map
Definition
  • graphically depicts the positioning of competing products
  • can be done based on actual product attributes or consumer perception
Term
Learning
Definition

a change in behavior resulting from the interaction between a person and a stimulus

Term
Perception
Definition
a consumer's awareness and interpretation of reality (the meaning we attach to the stimuli)
Term
Elements of Consumer Perception
Definition

1. exposure: stimulus is within proximity of the consumer

2. attention: purposeful attempt to understand a stimulus

3. comprehension: consumer takes meaning from stimulus

Term
Attention
Definition
why doesn't attention always follow exposure? we are exposed to thousands of stimuli each day, but only attend to a few because of interference
Term
comprehension
Definition
marketers want consumers' interpretation to be the intended meaning
Term
Why is organization important?
Definition
  • How we label (organize in our minds) information is very important
  • Changes our expectations for the product and our perception of the benefit
Term
Assimilation
Definition
easily recognized
Term
Accommodation
Definition

shares some features

(preferred in some cases/novelty)

Term
Contrast
Definition
nothing in common, can't be categorized
Term
How do store atmostpherics affect your perception of products?
Definition
music, lighting, color, age of sales people, layout
Term
just meaningful difference (jmd)
Definition
smallest change in a stimulus that would influence consumer choice
Term
ways to enhance attention
Definition
intensity, movement, size, contrast, surprise, involvement
Term
classical conditioning
Definition
  • a change in behavior that occurs simply through associating some stimulus with another stimulus that naturally causes a reaction
  • a form of unintentional learning
  • can enhance consumer comprehension of your message
  • encourages repeat behavior
Term
Instrumental Conditioning
Definition

behavior is conditioned through reinforcement

1. positive reinforcement: can increase loyalty (points program)

2. punishment: resulting form buying a bad (alternative) product

3. negative reinforcement: use our product to avoid bad outcome

reinforcement schedule is important!

extinction occurs when a behavior (response) that had previously been enforced is no longer recognized

Term
comprehension is affected by
Definition

1. the message itself

2. the receiver

3. the enviornment

Term
physical characterisitics of the message include
Definition

1. larger the font/picture, more likely comprehension

2. varied meaning of colors

3. should you use letters or number in your ad/brand

Term
Message source factors
Definition

1. likeability

2. expertise

3. trustworthiness

4. attractiveness

Term
Message receiver characteristics: comprehension is better when
Definition

1. higher intelligence

2. highly involved

3. less familiarity with message

4. right-brain dominant = visual

    left-brain dominant = verbal

Term
priming
Definition
a stimulus in the past affects the way you behave/think or perceive another stimulus later on
Term
what is habituation/novelty?
Definition
novelty only works for a while- soon becomes the new standard
Term
enviornmental effects on comprehension
Definition

1. information intensity (overload)

2. framing and priming (way that the product is presented)

3. timing of the message (taco bell ads on late night)

Term

learning

(mental process assisting learning)

Definition

1. repetition (weakest but common)

2. dual coding: meaning derived from the content of the message and something else

3. meaningful coding: attach info to something you already know

4. chunking: breaking the info into smaller parts

Term
associative network
Definition
a network of mental pathways linking knowledge within memory
Term
schema
Definition
a type of associative network that works as a cognitive representation to give meaning to the phenomenon
Term
exemplar
Definition
a conept within a schema that is the single best representative of some category
Term
prototype
Definition
characterisitics associated with a concept (when exemplars don't exist for a category)
Term
why do schemas matter?
Definition

all products/brand are compared to the exemplar

 

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