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MKT 365: Exam 3
Chapters 9 through 12
113
Marketing
Undergraduate 4
11/05/2014

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Cards

Term
Consumer culture
Definition
Commonly held societal beliefs that define what is socially gratifying
Term
Cultural norm
Definition
Rule that specifies the appropriate consumer behavior in a given situation within a specific culture
Term
Cultural sanction
Definition
Penalty associated with performing a non-gratifying or culturally inconsistent behavior
Term
Role expectations
Definition
The specific expectations that are associated with each type of person within a culture or society
Term
Ecological factors
Definition
Physical characteristics that describe the physical environment and habitat of a particular place
Term
Tradition
Definition
Customs and excepted ways of every day behavior in a given culture
Term
Core societal values (CSV)
Definition
Commonly agreed-upon consensus about the most preferable ways of living within a society, also known as cultural values
Term
Individualism
Definition
Extent to which people are expected to take care of themselves and their immediate families
Term
Collectivism
Definition
Extent to which an individual's life is intertwined with a large cohesive group
Term
Masculinity
Definition
Role distinction within a group that values assertiveness and control; CSV opposite of femininity
Term
Femininity
Definition
Sex-role distinction within a group that emphasizes the prioritization of relational variables such as caring, conciliation, and community; CSV opposite of masculinity
Term
Power distance
Definition
Extent to which authority and privileges are divided among different groups within society and the extent to which these facts of life are excepted by the people within the society
Term
Uncertainty avoidance
Definition
Extent to which a culture is uncomfortable with things that are ambiguous or unknown
Term
Long-term orientation
Definition
Values consistent with Confucian philosophy and a prioritization of future awards over short-term benefits
Term
Guanxi
Definition
Chinese term for a way of doing business in which parties must first invest time and resources in getting to know one another and becoming comfortable with one another before consummating any important deal
Term
Renquing
Definition
The idea that favors given to another are reciprocal and must be returned
Term
BRIC
Definition
acronym that refers to the collective economies of Brazil, Russia, India, and China
Term
Cultural distance (CD)
Definition
Representation of how disparate one nation is from another in terms of their CSV
Term
CANZUS
Definition
Acronym that refers to the close similarity in values between Canada, Australia, New Zealand, and the United States
Term
Socialization
Definition
Learning through observation of and the active processing of information about lived, everyday experience
Term
Enculturation
Definition
Way people learn their native culture
Term
Acculturation
Definition
Process by which consumers come to learn the culture other than their natural, native culture
Term
Ethnic identification
Definition
Degree to which consumers feel a sense of belonging to the culture of their ethnic origins
Term
Consumer ethnocentrism
Definition
Belief among consumers that their ethnic group is superior to others and that the products that come from their native land are superior to other products
Term
Quartet of institutions
Definition
Four groups responsible for communicating the CSVs through both formal and informal processes from one generation to another: family, school, church, and media
Term
Modeling
Definition
Process of imitating others behavior; a form of observational learning
Term
Verbal communication
Definition
Transfer of information through either the literal spoken or written word
Term
Dialects
Definition
Variations of a common language
Term
Translational equivalence
Definition
Two phrases share the same precise meaning in two different cultures
Term
Metric equivalence
Definition
Statistical tests used to validate the way people use numbers to represent quantities across cultures
Term
Globish
Definition
Simplified form of English that reduces the vocabulary to around 1500 words and eliminates grammatical complications
Term
Nonverbal communication
Definition
Information passed through some nonverbal act
Term
Body language
Definition
Nonverbal communication cues signaled by somatic responses
Term
Etiquette
Definition
Customary mannerisms consumers use in common social situations
Term
Purchasing power parity (PPP)
Definition
Total size of the consumer market in each country in terms of total buying power
Term
Chindia
Definition
Combined market and business potential of China and India
Term
Glocalization
Definition
Idea that marketing strategy may be global but the implementation of that strategy at the marketing tactics level should be local
Term
________ equivalence exists when two phrases share the same precise meaning in two different cultures.
Definition
Translational
Term
Among all the nations with core societal value (CSV) scores, ________ has the highest power-distance score.
Definition
Malaysia
Term
Which of nation has the lowest uncertainty avoidance score among all nations with core societal value (CSV) scores?
Definition
Singapore
Term
Among all nations with core societal value (CSV) scores, the nation that is the most short-term oriented is ________ .
Definition
Pakistan
Term
What are the 5 dimensions of CSVs?
Definition
• Power distance
• Individualism/collectivism
• Masculinity/femininity
• Uncertainty Avoidance
• Long-term orientation
Term
What are the basic elements of nonverbal communication?
Definition
• Time (e.g. punctuality)
• Body language
• Space (i.e. "your bubble")
• Etiquette (e.g. greeting with a kiss)
• Relationships
• Agreement (e.g. head nodding)
• Symbols (e.g. Christian cross)
Term
Microculture
Definition
A group of people who share similar values and tastes that are subsumed within a larger culture
Term
Role conflict
Definition
A situation involving conflicting expectations based on cultural role expectations
Term
Divergence
Definition
Situation in which consumers choose membership in micro cultures in an effort to stand out
Term
Sex roles
Definition
Societal expectations for men and women among members of a cultural group
Term
Cognitive structuring
Definition
Term that refers to the reliance on schema based heuristics in making decisions
Term
Age based micro culture
Definition
Term that describes the finding that people of the same age end up sharing many of the same values and develop similar consumer preferences
Term
World teen culture
Definition
Speculation that teenagers around the world are more similar to each other then to people from other generations in the same culture
Term
Cohort
Definition
A group of people who have lived the same major experiences in their lives
Term
Stigmatization
Definition
A situation in which consumers are marked in some way that indicates their place in society
Term
Bicultural
Definition
Used to describe immigrants as they face decisions and form preferences based on their old or new cultures
Term
Social class
Definition
A culturally defined group to which a consumer belongs based on resources like prestige, income, occupation, and education
Term
Habitus
Definition
Mental and cognitive structures through which individuals perceive the world based largely on their standing in a social class
Term
Homogamy
Definition
The finding that most marriages comprise people from similar classes
Term
Social stratification
Definition
The division of society into classes that have unequal access to scarce and valuable resources
Term
Status symbols
Definition
Products or objects that are used to signal ones place in society
Term
Demographic analysis
Definition
A profile of a consumer group based on their demographics
Term
The Midwest and Southern parts of the United States share a common core societal value priority of:
Definition
security.
Term
Members of the greatest generation and the silent generation are similar in that they:
Definition
are known for civic duty, conformity, and responsibility.
Term
With respect to cultural groups, consumers belong to:
Definition
a single culture but many microcultures.
Term
Teen consumers across the globe demonstrate dissimilar tastes in ________ .
Definition
cosmetic brands
Term
With respect to generational groups in the United States, members of the greatest generation:
Definition
tend to be highly price conscious.
Term
Temporal factors
Definition
Situational characteristics related to time
Term
Time pressure
Definition
Urgency to act based on some real or self-imposed deadline
Term
Seasonality
Definition
Regularly occurring conditions that vary with the time of year
Term
Circadian cycle
Definition
Rhythm (level of energy) of the human body that varies with the time of day
Term
Advertiming
Definition
Ad buys that include a schedule that runs the advertisement primarily at times when customers will be most receptive to the message
Term
Shopping
Definition
Set of value-producing consumer activities that directly increase the likelihood that something will be purchased
Term
Acquisitional shopping
Definition
Activities oriented toward a specific, intended purchase or purchases
Term
Epistemic shopping
Definition
Activities oriented toward acquiring knowledge about products
Term
Experiential shopping
Definition
Recreationally oriented activities designed to provide interest, excitement, relaxation, fun, social interaction, or some other desired feeling
Term
Impulsive shopping
Definition
Spontaneous activities characterized by diminished regard for consequences, spontaneity, and a desire for immediate self-fulfillment
Term
Outshopping
Definition
Shopping in a city or town to which consumers must travel rather than in their own hometowns
Term
Reversal theory
Definition
Tries to explain how environmental elements can lead to near 180° changes in shopping orientation
Term
Personal shopping value (PSV)
Definition
Overall subjective worth of a shopping activity considering all associated costs and benefits
Term
Utilitarian shopping value
Definition
Worth obtained because some shopping task or job is completed successfully
Term
Hedonic shopping value
Definition
Worth of a shopping activity because the time spent doing the activity itself is personally gratifying
Term
Functional quality
Definition
Retail positioning that emphasizes tangible things like a wide selection of goods, low prices, guarantees, and knowledgeable employees
Term
Affective quality
Definition
Retail positioning that emphasizes a unique environment, exciting decor, friendly employees, and, in general, the feelings experienced in a retail place
Term
Retail personality
Definition
Way a retail store is defined in the mind of a shopper based on the combination of functional and affective qualities
Term
Impulsive consumption
Definition
Consumption acts characterized by spontaneity, a diminished regard for consequences, and a need for self fulfillment
Term
Unplanned shopping
Definition
Shopping activity that shares some, but not all, characteristics of truly impulsive consumer behavior; being characterized by situational memory, a utilitarian orientation, and feelings of spontaneity
Term
Impulsivity
Definition
Personality trait that represents how sensitive the consumer is to immediate rewards
Term
Consumer self regulation
Definition
Tendency for consumers to inhibit outside, or situational, influences from interfering with shopping intentions
Term
Action oriented
Definition
Consumers with a high capacity to self regulate their behavior
Term
State oriented
Definition
Consumers with a low capacity to self regulate their behavior
Term
Atmospherics
Definition
Emotional nature of an environment or the feelings created by the total aura of physical attributes that comprise a physical environment
Term
Servicescape
Definition
Physical environment in which consumer services are performed
Term
Fit
Definition
How appropriate the elements of a given environment are
Term
Congruity
Definition
How consistent the elements of an environment are with one another
Term
Olfactory
Definition
Refers to humans physical and psychological processing of smells
Term
Foreground music
Definition
Music that becomes the focal point of attention and can have strong effects on a consumer's willingness to approach or avoid an environment
Term
Background music
Definition
Music played below the audible threshold that would make it the center of attention
Term
Crowding
Definition
Density of people and objects within a given space
Term
Nonlinear effect
Definition
A plot of an effect that does not make a straight line
Term
Source attractiveness
Definition
The degree to which a source's physical appearance matches a prototype for beauty and elicits a favorable or desirous response
Term
Social comparison
Definition
A naturally occurring mental personal comparison of the self with a target individual within the environment
Term
Antecedent conditions
Definition
Situational characteristics that a consumer brings to information processing
Term
Mental budgeting
Definition
Memory accounting for recent spending
Term
What are the 3 ways that time can affect consumer behavior?
Definition
• Time pressure (feeling rushed)
• Time of year (e.g. the holiday season)
• Time of day/cycles (e.g. cereal in the am)
Term
What are the 4 types of shopping activities?
Definition
• Acquisitional - getting the items on your list
• Epistemic - researching your options
• Experiential - can include shopping for enjoyment on vacation (outshopping)
• Impulsive - e.g. purchasing something that's on clearance while shopping for a specific gift
Term
________ represents the worth obtained because some shopping task or job is completed successfully.
Definition
Utilitarian shopping value
Term
Situational influences:
Definition
capture contextual effects like time, place, and conditions.
Term
What are the two key dimensions of PSV?
Definition
• Utilitarian
• Hedonic
Term
How can compulsive consumer behavior be distinguished from impulsive consumer behavior?
Definition
Compulsive consumer behavior is harmful, uncontrollable, and driven by chronic depression.
Term
________ is a personality trait that represents how sensitive a consumer is to immediate rewards.
Definition
Self-regulation
Term
What are the major microcultures in the US?
Definition
• Regional (Garreau's Nine Nations of North America; not included is the "Borderland Region" in the southwest)
• Sex Roles - the woman is the primary purchaser
• Age-based - includes groups like teens
• Generation - greatest, silent, baby boomer, etc.
• Religious - Christianity makes up nearly 80%
• Ethnic - Hispanic is the largest group
• Social class
• Street - gothic/goth or even virtual communities
Term
Consumers learn culture through ________.
Definition
Socialization
Term
What are the steps in the socialization process?
Definition
Social interaction -> modeling -> reinforcement
Term
What are the 2 socialization processes?
Definition
Enculturation and acculturation
Term
The quartet of institutions (through which culture is learned) includes:
Definition
family, school, church and media.
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