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| the process of identifying group of consumers who are similar to one another in one or more ways, and then devising marketing strategies that appeal |
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| 80% of the product is consumed by 20% of consumers |
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| age, race and ethnicity, marital status, geography (zip code), income, gender |
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Lifestyle and Personality
The Way We Feel About Ourselves
The Things We Value
The Things We Do In Our Spare Time (Hobbies) |
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| ________ ____________ is related to other issues in our lives. |
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| rules of conduct that guide action in the marketplace; what is right v wrong; will differ for people, organizations, and culture; consumers think highly of firms behaving ethically |
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Motivation: the process that leads us to behave the way we do
-need creates tension
-tension creates drive to reduce/eliminate need
-product/service reduce tension |
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Term
| Difference between a need and want: |
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Definition
| A want is used to satisfy a need. I want ___ b/c I'm hungry. |
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perceived relevance of potential purchase
-the motivation to process information |
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command fierce consumer loyalty, devotion and worship- deep involvement
-high involvement in brand |
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| Strategies to increase involvement: |
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Definition
-appeal to hedonistic needs
-use novel or prominent stimuli
-include celebrity endorses in commercials
-build consumer bonds via ongoing consumer relationships |
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| Consumers vary in the importance ________________... |
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Definition
| they attach to worldly possessions, and this orientation in turn has an impact on their priorities and behaviors |
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Definition
| the most persuasive TV commercials stressed a unique product attribute or benefit |
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Definition
| most effective if moderate threat; presented solution to problem, and use highly credible source |
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Elaboration Likelihood Model: selling STEAK or SIZZLE?
-highly involved consumer need steak: strong message arguments
-low involved look for sizzle: packaging, color, images, celebrity endorsement |
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Term
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Definition
3 interrelated attitudes components:
1) Affect: (feel)
2) Behavior: (do)
3) Cognitive: (know) |
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| Tracking attitudes over time: |
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Definition
Attitude tracking program is an ongoing study; a movie, not a video clip
-Gallup Poll or Yankelovich |
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Definition
the beliefs a person holds about his own attributes, and how he evaluates these qualities
-very complex structure of attributes- attribute dimensions, content, positivity, intensity, stability over time, and acccuracy |
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Term
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| When we consider objects a part of us; you are what you ____ |
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| having both masculine and feminine trait; function well in social situations |
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Definition
Gay, Lesbian, Bi ad Transgender: make up 4-8% of market (large as Asian American Market)
- spend 250-350 billion a year
-hold professional job
-have vacation homes |
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| skin color and eye shape = status, sophistication, and social desirability. - Extreme measure such as plastic surgery are taken to obtain |
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| A consumer's ____________ influences the way he or she responds to to marketing stimuli. |
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