Chapter 1 Flashcards
consumer behavior
activities people undertake when obtaining, consuming, and disposing of products and services
–“why people buy”
–a field of study that focuses on consumer activities
obtaining
activities leading up to and including the purchase or receipt of a product
consuming
how, where, when, and under what circumstances consumers use products
disposing
how consumers get rid of products
consumption analysis
why and how ppl use products in addition to why and how they buy
consumption analysis is a broader conceptual framework than buyer behavior b/c…
…it includes issues that arise after the purchase process occurs–issues that often affect how ppl bu and the satisfaction they receive from their purchase.
marketing concept
the process of planning and executing the conception, pricing, promo, and distrib of goods, ideas, and services to create exchanges that satisfy indiv and org objectives
what is the key element in marketing?
the exchange by the marketer of smthing of such value that the customer will pay the price that meets the needs and objectives of the seller
consumer behavior studies consumers as…
…sources of influence on organizations.
as a practical philosophy of managing successful organizations, marketing is the…
…process of transforming or changing an organization to have what people will buy (at a profit in the case of for-profit companies).
relationship marketing
how to keep existing customers in the long run by establishing relationships based on mutual cooperation, trust, and commitment to value-added exchanges
what is the cornerstone of a market-driven economy?
the right of any consumer to make an informed and unrestricted choice from an array of alternatives
everyone involved in determining what consumers are able to buy are included in a…
…supply chain.
supply chain
all the organizations involved in taking a product from inception to final consumption
–manufactureres
–wholesalers
–retailers
–consumers
–facilitating organizations (advertising and research firms, financial institutions, and transportation or logistic firms)
demand chain
a customer-centric supply chain
how did business orientaion change from a manufacturing focus to a marketing focus?
as a result of the convergence of changing market forces, including increased competition, changing consumer lifestyles, power shifts within the supply chain, and the influence of the consumer
USP
unique selling proposition
describes the importance of selecting a benefit of the product and repeating that phrase so often that consumers uniquely associate that benefit with a particular brand
goal of motivation researchers
to uncover hidden or unrecognized motivations through guided interviewing
positivism
the process of using rigorous empirical techniques to discover generalizable explanations and laws
only info derived from scientific methods should be used in making decisions
2 goals:
1) to understand and predict consumer behavior
2) to discover cause-and-effect relationships that govern persuasion and education
postmodernism
a complementary approach to positivism
uses qualitative and other research methods to understand consumer behavior
may include the emotion involved in choosing a brand
methods of studying consumer behavior
1) observations
2) interviews and surveys
3) experimentation
observations
observing consumer behaviors in different situations
–can be natural or laboratory settings
interviews and surveys
an efficient way of gathering info from a large sample of consumers by asking questions and reading responses
experimentation
attempts to understand cause-and-effect relationships by carefully manipulating independent variables
shadowing
method in which a researcher accompanies or “shadows” consumers through the shopping and consumption process and ask questions throughout with answers recorded on video tape
physiological observation methods
technologies borrowed from medicine, psychology, and other sciences
ex:
–cameras to measure eye movement
interviewer bias:
responses are influenced by the innterviewer or the individual’s desire to please the interviewer
focus groups
8-12 people invovled in a discussion led by a moderator skilled in persuading consumers to discuss thoroughly a topic of interest to the researcher
longitudinal studies
repeated measures of consumer activities over time to determine changes in their opinions, buying, and consumption behaviors
longitudinal studies
repeated measures of consumer activities over time to determine changes in their opinions, buying, and consumption behaviors
–common method is to collect data through membership clubs/customer loyalty programs
laboratory experiment
conducted in a physical env that permits maximum control of variables being studied
field experment
takes place in a natural setting such as a home or store
the “best” research is done by researchers who ask…
…the “right” questions–those that truly reflect the issues important in developing a marketing strategy–and formulate the valid, reliable, and cost-efficient ways to answer those questions
–look at the same data others see, but “see” what few others see–the underlying reasons why people buy and use products
