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MKT 362
Exam #1 McManus
89
Marketing
Undergraduate 4
02/25/2014

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Cards

Term
Acquisition
Definition
The process by which a consumer comes to own an offering.
Term
Usage
Definition
The process by which a consumer uses an offering
Term
Disposition
Definition
The process by which a consumer discards an offering
Term
Motivation, Ability, and Opportunity
Definition
Jason is going on a ski vacation so he is motivated to find various places, he knows how to ski so he has the ability to be picky.
Term
Developing and Implementing a Customer-Oriented Strategy
Definition
Marketers do research to develop an understanding of what the consumers needs. How is the Market Segmented? How profitable is each segment? What are the characteristics of consumers in each segment? Are customers satisfied with existing offerings?
Term
Positioning
Definition
How an offering is positioned in consumers' minds. How are competitive offerings positioned? How should our offerings be positioned? Should our offerings be repositioned?
Term
Market Pricing Decisions
Definition
The price can affect a consumers' acquisition, usage, and disposition. What price should be charged? How sensitive are consumers to price and price changes? When should certain price tactics be used?
Term
Motivation
Definition
An inner state of arousal that provides energy needed to achieve a goal
Term
Motivated Reasoning
Definition
Processing information in a way that allows consumers to reach the conclusion that they want to reach.
Term
Enduring Involvement
Definition
Long-term interest in an offering , activity, or decision.
Term
Situational Involvement
Definition
Temporary interest in an offering, activity, or decision, often caused by situational circumstances.
Term
Personal Relevance
Definition
Something that has a direct bearing on the self and has potentially significant consequences or implications for our lives.
Term
Self Concept
Definition
Our mental view of who we are
Term
Types of Needs
Definition
Social and nonsocial or functional, symbolic, and hedonic needs
Term
Social Needs
Definition
external needs directed and related to other individuals
Term
Nonsocial needs
Definition
needs that achievement is not based on other people
Term
Functional Needs
Definition
Need that motivates the search for offerings that solve consumption-related problems
Term
Symbolic Needs
Definition
Need that relates to how we perceive ourselves, how we are perceived by others, how we related to others, and the esteem in which we are held by others.
Term
Hedonic Needs
Definition
Need that relates to sensory pressure. Ex. sex drive
Term
Characteristics of Needs
Definition
Needs are dynamic meaning needs are never fully satisfied. Needs exist in a hierarchy meaning some needs are more important than others. Needs can be internally or externally aroused. Needs can conflict.
Term
Approach-avoidance conflict
Definition
An inner struggle about acquiring or consuming an offering that fulfills one need but fails to fulfill another.
Term
Approach-Approach conflict
Definition
An inner struggle about which offering to acquire when each can satisfy an important but different need.
Term
Avoidance-avoidance conflict
Definition
An inner struggle about which offering to acquire when neither can satisfy an important but different need.
Term
Goals
Definition
A particular end state or outcome that a person would like to achieve.
Term
Concrete Goals
Definition
type of goal that is specific to a given behavior or action and determined by the situation at hand. If you're tired your goal is to go to bed early
Term
Abstract Goals
Definition
Goals that endure over a long period of time such as being a good student or looking beautiful.
Term
Appraisal Theory
Definition
A theory of emotion that proposes that emotions are based on an are based on an individual's assessment of a situation or an outcome ans its relevance to his or her goals
Term
Perceived Risk
Definition
The extent to which the consumer is uncertain about the consequences of an action, for example, buying, using or disposing of an offering
Term
Performance Risk
Definition
The possibility that the offering will perform less than expected
Term
Financial Risk
Definition
The extent to which buying, using, or disposing of an offering is perceived to have the potential to create financial harm
Term
Physical Risk
Definition
The extent to which buying, using, or disposing of an offering is perceived to have the potential to create physical harm or harm one's safety
Term
Social Risk
Definition
The extent to buying, using, or disposing of an offering is perceived to have the potential to do harm ton one's social standing.
Term
Psychological Risk
Definition
The extent to which buying, using, or disposing of an offering is perceived to have the potential to harm one's sense of self and thus create negative emotions.
Term
Time Risk
Definition
The extent to which buying, using, or disposing of the offering is perceived to have the potential to lead to loss of time.
Term
Inconsistency with Attitudes
Definition
seeing conflicting ads for a product owned by a consumer brings out this.
Term
Ability
Definition
the extent to which consumers have the resources needed to make an outcome happen
Term
Cognitive Resources
Definition
Consumers gain experience through ad exposures, interactions with salespeople, information from friends or from media sources.
Term
Exposure
Definition
The process by which the consumer comes in physical contact with a stimulus
Term
Zipping
Definition
Fast-forwarding through commercials on a program recorded earlier.
Term
Zapping
Definition
Use of remote control to switch channels during commercial breaks
Term
Preattentive Processing
Definition
The nonconscious processing of stimuli in peripheral vision
Term
Personally Relevant
Definition
Stimuli that appeal to our needs, values, emotions, or goals.
Term
Pleasant Stimuli
Definition
People tend to approach things that are inherently pleasant. Using attractive models, using music, and using humor allow marketers to do this.
Term
Surprising Stimuli
Definition
Consumers are likely to process stimulus when it is surprising.
Term
Using Novelty
Definition
We are more likely to notice any marketing stimulus that is new or unique because it stands out relative to other stimuli.
Term
Using Unexpectedness
Definition
When a stimulus differs from what we are used to.
Term
Using Puzzles
Definition
Ads that require resolution such as rhymes, metaphors or puns attract customers.
Term
Easy to Process
Definition
Marketers can enhance attention by boosting consumers' ability to process the stimuli.
Term
Prominent Stimuli
Definition
Stimuli that stand out relative to the environment because of it's intensity
Term
Concrete Stimuli
Definition
the extent to which we can imagine stimuli
Term
Amount of Competing Stimuli
Definition
A stimulus is easier to process when few things surround it to compete for attention.
Term
Contrast with Competing Stimuli
Definition
Example would be a black and white newspaper with a color ad in it.
Term
Absolute Threshold
Definition
The minimal level of stimulus intensity needed to detect a stimulus
Term
Differential Threshold
Definition
The intensity difference needed between two stimuli before they are perceived to be different.
Term
Schema
Definition
the group of associations of associative network linked to an object or person. Example a banana is yellow has 100 calories, and bruises easily.
Term
Favorability
Definition
associations can vary in favorability. Associating a banana with 100 calories can result in favorability.
Term
Uniqueness
Definition
Fast service is not related to McDonald's but the Big Mac is
Term
Salience
Definition
how easily something comes to mind
Term
Brand Image
Definition
Specific type of schema that captures what a brand stands for and how favorably consumers view it.
Term
Brand Personalities
Definition
the way that the consumer would describe the brand it if were a person.
Term
Scripts
Definition
A special type of schema that represents knowledge of a sequence of actions involved in performing an activity.
Term
Brand Extension
Definition
Using the brand name of a product with a well-developed image on a product in a different category.
Term
Prototypicality
Definition
when an object is representative of its category. Example a wedding ring and engagement
Term
Correlated Associations
Definition
when an associative network contains attributes that are linked in the consumer's mind
Term
Goal-derived category
Definition
things viewed as belonging in the same category because they serve the same goals.
Term
Favorability
Definition
the degree to which we like or dislike something
Term
Confidence
Definition
how strongly we hold an attitude
Term
Persistence
Definition
How long our attitude lasts
Term
Resistance
Definition
How difficult it is to change an attitude
Term
Ambivalence
Definition
when our evaluations regarding a brand are mixed( both positive and negative)
Term
Central Route Procesing
Definition
The attitude formation and change process when effort is high
Term
Peripheral route Processing
Definition
the attitude formation and change process when effort is low.
Term
Direct or Imagined Experience
Definition
Elaborating on actual experience with a product or service can help consumers form positive or negative attitudes. For example movie previews
Term
Reasoning by Analogy or Category
Definition
Consumers also form attitudes by considering how similar a product is to other products or to a particular product category.
Term
Values-Driven Attitudes
Definition
Another way that attitudes are generated or shaped is based on individual values
Term
Social Identity Based
Definition
The way that consumers view their own social identities can play a role in forming their attitudes toward products or brands.
Term
Cognitive Responses
Definition
thought a person has when he or she is exposed to a communication, which may take the form of recognitions, evaluations, associations, images or ideas.
Term
Counterarguments
Definition
thought that express disagreement with the message
Term
Support Argument
Definition
thought that express agreement with the message
Term
Source Derogations
Definition
thought that discount or attach the message source.
Term
Credibility
Definition
Extent to which the source is trustworthy, expert, or has status
Term
Low effort situation
Definition
when consumer are either unwilling or unable to exert a lot of effort or devote emotional resources to processing the central idea.
Term
Thin-slice judgements
Definition
evaluations made after very brief observations
Term
Simple inferences
Definition
beliefs based on peripheral cues
Term
Heuristics
Definition
Simple rules of thumb that are used to make judgements
Term
Mystery ad
Definition
An ad in which the brand is not identified until the end of the message.
Term
Classical Conditioning
Definition
Producing a response to a stimulus by repeatedly pairing it with another stimulus that automatically produces this response.
Term
Unconditioned Stimulus vs conditioned
Definition
Food and salivating
Term
Factors influencing affective attitudes
Definition
Attrative sources such as models, likable sources, and celebrity sources.
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