3&4 Flashcards
Information in our long-term memory is not stored randomly, but can be thought of as being kept in a ranked system of mental files.
True
A consumer engaged in peripheral route processing is more likely to make an impulse buy than a consumer engaged in central route processing.
True
Zainab wants to make an omelet for dinner, but she is out of eggs. Negative motivation is the force that moves Zainab to go to the grocery store to buy eggs.
True
Tamika breaks her phone while she is out dancing one night. When looking for a new phone, she goes to the store and considers the newer model of her old phone plus two other companies’ phones that have similar prices but different features. These two other brand phones make up Tamika’s evoked set.
True
In terms of the human communication process model, what role does the sponsor of the advertisement play?
Source
Alan did not notice the ad for Goodwater riding equipment in Western Horseman because he was much more interested in an article on Argentinian cowboys on the page opposite the equipment ad. In terms of the communication process, the article on Argentinian cowboys served as _____ for the Goodwater ad.
noise
Thomas was planning on seeing a movie last weekend. After trying and failing to read the small print which told the times the movie would be shown, he gave up and decided to go to the zoo instead. In this case, _____ screens influenced his perception.
physiological
Destini is looking to diversify her investments. She talks to her grandmother and then reads up on several companies she might buy stock in before discussing them with her financial advisor. Which of the following best describes the method Destini is using to learn more about her investing options?
cognitive theory
Gopal bought a Schwinn road bike in good condition from a used bike shop for $160, thinking he got a steal. When he got home and searched for his bike on the Internet, he found the same model for sale from Walmart for $149 new. Rather than getting upset at the price difference, Gopal justifies the purchase to himself by deciding it was better to support a local bike shop than a chain. Gopal’s rationalization is an example of someone trying to
reduce cognitive dissonance.
Which of the following promotions is intended to help the advertiser meet the goal of habit reinforcement?
For every ten cups of coffee you purchase at a local convenience store, you get one free.
Utility
A products ability to satisfy both functional needs and symbolic or psychological wants. A prodcuts problem-solving potential may include form, task, posessession, time or place utility
Communicating product utility is an essential component of marketing success.
True
The process of market segmentation is a three-step process that begins with planning, defining the product, and identifying the market.
False
Demographic segmentation would most likely be used to sell Fulla, a doll designed to embody the image of a proper Muslim woman.
True
Psychographics are useful in the marketing of all products because psychographic systems, such as VALS, are easy to use.
True
An example of a private label brand is Costco’s Kirkland brand.
True
Harris Teeter Inc. is a chain of supermarkets in the Atlanta area. In one of its stores in a predominantly Jewish neighborhood, the store has three rabbis on staff who make sure the foods sold at the store are kosher. Every Harris Teeter store has distinct characteristics that align it with the neighborhood in which it is located. The chain is using _____ segmentation.
geodemographic
Over the past decade, brands that were once available only to the wealthy have created more affordable product extensions, giving a far broader range of consumers a taste of the good life. Jaguar, for instance, launched its X-type sedan, which starts at $30,000 and is meant for the “almost rich” consumer who aspires to live in luxury. By marketing to people who desire a luxurious lifestyle, Jaguar is using
psychographic segmentation.
Which of the following is a limit of consumer segmentation methods?
For some products psychographics may offer little real value, as it oversimplifies consumer personalities and purchasing behavior.
In order to get the iPad ordered at retailers like Best Buy, Apple drove up demand through advanced advertising to consumers. Apple knew that consumer demand influences which products the tech retailers would carry. This was an example of
Pull Strategy
When Hannah buys almond soap from a vendor at an arts and crafts show, and the vendor who sells the soap is actually the person who made the soap from scratch, that is an example of
direct distribution
exchange
the trading of one thing of value for another thing of value
target market
themarket segment or group within the market segment toward which all marketing activities will be directed
target audience
the specific group of individuals to whom the advertising message is directed
consumers
people who buy products and services for their own or someone else’s use
business advertising
Advertising directed at people who buy goods and services for resale for use in a business or organization or for manufacturing other products
behavioristic segmentation
method of segmenting consumers based on the benefits being sought
user status
six categories into which consumers can be placed, which reflect varying degrees of loyalty to certain brands and products. The categories are sole users, semisole users, discount uses, aware nontriers, trial/ rejectors, and repertoire users
volume segmentation
defining consumers as light, medium, or heavy users of products
usage rates
the extent to which consumers use a product, light, medium, or heavy
purchase occasion
a method of segmenting markets on the basics of when consumers buy and use a good or service
benefits
the particular product attributes offered to customers, such as high quality, low price, status, speed, sex appeal, good taste, and so on.
benefit segmentation
method of segmenting consumers based on the benefits being sought
geographic segmentation
a method of segmenting markets by geographic regions based on the shared characteristics needs, or wants of people within a region
demographic segmentation
based on a population’s statistical characteristics such as gender, age, ethnicicity, education, occupation, income, or other quantifiable factors
geodemographic segmentation
combining demographics with geographic segmentation to select target markets in advertising
psychographic segmentation
method of defining consumer markets based on psychological variables including values, attitudes, personality, and lifestyle
psychographics
the grouping of consumers into market segments on the basis of psychological marke up values attitude personality and lifestyle
primary motivation
the pattern of attitudes and activities that help people reinforce, sustain, or modify their social andself-image. An understanding of the primary motivation of individuals helps advertisers promote and sell goods and services.
resources
a term in the values and lifestyles typology relating to the range of psychological, physical, demographic, andmaterial capacities that consumers can draw upon. The resource axis includes education, income, self-confidence, health, eagerness to buy, and energy level
business markets
organizations that buy natural resource, component products, and services that they resell, use to conduct their business, or use to manufacture another product
north american industry classification system codes
method used by the us department of commerce to classify all businesses. the naics codes are based on broad industry groups, subgroups, and detaield groups of firms in smaller lines of business
primary demand trend
the projection of future consumer demand for a product category, based on past demand and other market influences
target marketing
the process by which an advertiser focuses as marketing efforts on a target market
target market
the market segment or group within the market segment toward which all marketing activities will be directed
product concept
the consumer’s perception of a product as a bundle of utilitarian and symbolic values that satisfy functional, social , psychological and other wants and needs
marketing mix
four elements called the 4Ps (product, price, place, and promotion), that every company has the option of adding, subtracting, or modifying in order to create a desired marketing strategy
four Ps
product, price, place, and promotion used by every company
product element
the most important element of the marketing mix: the good or service being offered and the values associated with it including the way the product is designed and classified, positioned, branded, and packaged
product life cycle
Progressive stages in the life of a product including introduction growth maturity and decline that affect the way a product is marketed and advertised
early adopters
prospects who are most willing to try new products and services
primary demand
consumer demand for whole product category
Introductory Phase
the initial phase of the product life cycle (aka pioneering phase) when a new product is introduced, costs are highest, and profits are lowest
pull strategy
marketing and advertising and sales promotionactivities aimed at inducing trial purchase and repurchase by consumers
push strategy
marketing advertising andsales promotion activites aimed at getting products into the dealer pipeline and accelerating sales by offering inducements to dealers retailers and salespeople
growth stage
the period in a product life cyclethat is marked by market expansion as more and more customers make their first purchases while others are already making their second and third purchases
maturity stage
that point in the product life cycle when the market has become saturated with products, the number of new customers has dwindled and competition is most intense
selective demand
consumer demand for the particular advantages of one brand over another
decline stage
the stage in the product the cyrcle when sales begin to ddecline due to obsolence new tech or changing consumer tastes
position
the way in which a product is ranked in the consumer’s mind by the benefits it offers by the way it is classified or differentiated from the competition or by its relationship to certain target markets
perceptible differences
differences between products that are visibly apparent to the consumer
hidden differences
imperceptible but existing differences that may affect the desirability of a product
induced differences
distinguishing characteristics of products effected through unique branding, packaging, distribution, merchandising and advertsiing
branding
marketing function that identifies products and their source and differentiates them from other products
brand
that combination of name, words, symbols, or design that identifies the product andits source and distribuishes it from competing products the fundamental differentiating device for all products
individual brand
assigning a unique name to each product a manufacturer produces
family brand
the marketing of various products under the same umbrella name
nutritional brands
product brands that are marketed in several regions of the country
private labels
personalized brands applied by distributors or dealers to products supplied by manufacturers. private brands are typically sold at lowr prices in larger retail chain stores
licensed brands
brand names that other companies can buy the right to use
brand equity
the totality of what consumers distributors dealers and competititors feel and think about a brand over an extended period of time in short it is the value of the brand’s capital
copy points
copywriting themes in a product’s advertising
price element
in the marketing mix the amount charged for the good or service including deals discounts terms warranties and so on the factors affecting price are market demand cost of productiona nd distribution competitiotn and corporate objectives
psychological pricing
using price as a means of infliencing a consumer’s behavior
place distribution element
how and where customers will buy a company’s product; either direct or indirect distribution
direct distribution
the method of marketing in which the manufacturer sells directly to the customers without the use of retailers
network marketing
a method of direct distribution in which individiuals act as independent distributors for a manufavturer or private-label marketer
reseller
businesses that buy prodcuts from manufacturers or wholesalers and then resell the merchansidse to consumers or other buyers called the middlemen. The most common examples of resellers are retail stores and catalog reailers
distribution channel
the network of all the firsm and individuals that take title or assist in taking title to the product as it moves from the producer to the consumer
intensive distributions
a distirbution strategy based on making the product available to consumers at every possible location so that the consumers can buy with a minimum of effort
selective distribution
staregy of limiting the distribution of a product to select outlets in order to reduce dsitribution and promotion costs
selective distribution
strategy of limiting the distirbution of a product to select outlets in order to reduce distribution and promotion costs
cooperative advertising
the sharing of advertising costs by the manufacturer and the distributor or retailer the manufacturer may repay 50 or 100 percent of the dealer’s advertising costs or soem other amountbased on sales
exclusive distribution
the strategy of limiting the number of wholsalers or retailers who can sell a product in order to gain a prestige image, maintain premium prices, or protect other dealers in a geographic region
vertical marketing system
a system in which the main members of a distribution channel producer wholesaler and retailer work otgether as a cooperative group to meet consumer needs
retail cooperative
a group of independent retailers who establish a central buying organization to acquire discounts from manufavturers and gain economies from oin advertising and promotion efforts
franchising
a type of vertical marketingsystem in which dealers pay a fee to operate underr the guidelines an ddirection of the parent company or manufacturer
promotion (communication) element
includes all market related communications between the seller and the buyer
marketing communications
the various efforts and tools companies use to communicate with customers and prospects including newspaper ads, event sponsorship, publicicty, telemarketing, digital ads, and coupons to mention just a few
marketing communications
the various efforts and tools companies use to communicate with customers and prospects including newspaper ads, event sponsorship, publicicty, telemarketing, digital ads, and coupons to mention just a few
marketing communications
the various efforts and tools companies use to communicate with customers and prospects including newspaper ads, event sponsorship, publicicty, telemarketing, digital ads, and coupons to mention just a few
SOURCE
the party that formulates the idea encdes it as a message and sends it via soemc hannel to the receiver
message
in oral comm, the idea formulated and encoded bythesource and sent to the receiver
encoded
translating an idea or message into words, symbols, and illustrations
semoitics
the studyof how humans use words gestures signs and symbols to convery feelingsthoughts ideas and idealogies
channel
any medium through which an encoded message is sent to a receiver including oral communication print media tv and the internet
personal channels
means of communication that involve direct contact betwen the parties, usuch as personal selling
nonpersonal channels
meansof communication that dontinvolve interpersonal contact between the sender and receiver ex: indlude advertising publicity and sales promotion
receiver
in oral communication this party decodes the message to understand it
decode to interpret a message by the receiver
noise
the senders advertising message competing daily with hundreds of other commercial and noncommercial messages
feedback
a message that acknowledges or responds to an initial message
interactive media
medai such as the internet and interactive tv that permit consumers to give instantaenous real-time feedback on the same channel used by the original message sender
consumer behavior
the activities actions and influences of people who purchase and use goods and services to satisfy their personal or household needs and wants
consumer decision process
the series of steps a consumer goes through in deciding to make a purchase
personal processes
the three internal human operations percetpion learning and motivation that govern the way consumers discern raw data (stimuli) and trabslate them into feelings thoughts beliefs and actions
interpersonal influences
social influences on the consumer decision-making process including family society and cultural environment
nonpersonal influences
factors influencing the consumer decision making process that are often out of the consumers control such as time place and environment
evaluation of alternatives
choosing among brands, sizes, styles, and colors
postpurchase evalutation
determining whether a purchase has been a satisfactory or unsatisfactory one
perception
our personalized ay of sensing and comprehending stimuli
stimulus
physical data that can be received through the senses
perceptual screens
the physiological or psychological filters that messages must pass through
physiological screens
the perceptual screens that use the five senses - sight, hearing , touch taste and smell to detect incoming data and measure the dimension and inensity of the physical stimulus
cognition
the point of awareness and comprehension of stimulus
self-concept
the images we carry in our minds of the type of person we are and who we desire to be
mental files
stored memeories in consumers’ minds
learning
a relatively permanent change in through processes or behavior that occurs as a result of reinforced experience. Information that is learned is stored in long-term memory
cognitive theory
an approach that views learning as a mental process of memeory, thinking, and the rational application of knowledge to practical problem solving
cibdutuibubg tgeirt
the theory hat learning is a trial and error process
stimulus response theory
aka conditioning theory. some stimulus tiggers a consumers needor want and this in turn creates a need to respond
consumer involvement
how important or relevant a decision is to a consumer
persuasion
a change in btought process or behavior that occurs when the change in belief attitude or behavioral intention is caused by promotion communication (like advetising or personal selling)
elaboration likelihood model
a theoryof how persuasion occurs. It proposes that themethod of persuasion depends on the consumers level of involvement with the product and the message
central route to persuasion
one of two ways communication can persuade consumers. when a cosnumers level of involvement is high the central route to persuasion is more likelie in the central route to persuasion consumers are motivated to pay attention to product related info such as pprdocut attributes and benefits because of their high involvement they tend to learn coginitively and comprehend the addelivered info at deeper more elaborate levels
peripheral route to persuasion
when consumers have low involvement with a product or message that have little reason to pay attention to or comprehend the central message of the ad. However, these consumers might attend to some peripheral aspects of an ad for its entertaintment value. Consistent ith stimulus response theory, consumers may respond to the message at a a later date, when a purchase occasion arises
attitude
the acquired mental position positive or negative regarding some idea or object
brand interest
an individual opennness or curiousity about a brand
habit
an acquired or developed behavior pattern that has become nearly or completely automatic
brand loyalty
the consumers conscious or unconscious decision expressed through intention or behavior to repurchase a brand continually this occurs because the conusmer perceives that the brand has the right product features, image, quality or relationship at the right price
motivation
the underlying drives that stem from the conscious or uncoscious needs of the consumer and contribute to the individual consumer’s purchasing actions
needs
the basic, often instinctive, human forces that motivate us to do something
wants
needs learned during a person’s lifetime
hierarchy of needs
maslows theory that the lower biological or survival needs are dominant in human behavior and must be satisfied before higher, socially acquired needs become meaningful
negatively originated motives
consumer purchase andusage based on problem removal or problem avoidance . to relieve such feelings consumers actively seek a new or replacement product
informal motives
the negatively originated motives such as problem removal or problem avoidance that are the most commonenergizers of consumer behavior
positively originated motives
consumer’s motivation to purchase and use a product based on a positive bonus that the product promises such as sensory gratification intellectual stimulation or social approval
transformational motives
positively originated motives that promise to transofrm the consumer through sensory gratification intellectual stimulation and social approval
interpersonal influences
social influences on the consumer decision making process including family sociey and cultural environment
social classes
traditional divisions in societies by sociologists upper, upper-middle, lower-middle, and so on- who believed that people in the same social class tended toward similar attitudes, status symbols, and spending patterns
reference groups
people we try to emulate or whose approval concerns us
opinion leader
someone whose beliefs or attitudes are respected by people who sahre an interest in some specific activity
culture
a homogenous group’s whole set of beliefs attitudes and ways of doing things, typically handed down from generation to generation
subculture
a segment within a culture that shares a set of meanings, values, or activites that differ in certain respects from those of the overall culture
evoked set
the particular group of alternative goods or services a consumer considers when making a buying decision
evaluative criteria
the standards a consumer uses for judging the features and benefits of alternative products
cognitive dissonance
the theory that people try to justify heir behavior by reducing the degree to which their impressions or beliefs are inconsistent with one another
fcb grid
a 2d model that categorizes consumer products into 4 quadrants based on high involvement or loaw invovlement and think or feel bu psitioning brands in the grid an agency candetermine the type of advertising that would be most appropriate
kim-lord grid
variation of the dcb grid, which allows for the fact that the level of consumer involvement in a product does not have to be high think and low feel or vice versa but can be high or law in both catgeories
