Chapter 1 Flashcards
Primary Research
Research conducted to specifically address the research question in hand.Ex: surveys, focus groups, interviews
Consumer-generated Content
Consumers voice their opinions about products, brands, and companies on blogs, podcasts and social networking sites and film their own commercials that they post on websites.
Compulsive Consumption
Repetitive shopping, often excessive, done as an antidote to tension, anxiety, depression or boredom.
U-Commerce
The use of ubiquitous networks that enables real-time connections in business and consumption behaviour.
Business Ethics
The rules of conduct that guide actions in the marketplace.
Demographics
Statistics that measure observable aspects of the population.
Psychographics
The use of psychological, sociological, and anthropological factors to construct market segments.
Secondary Research
Research conducted by another party that can be utilized or applied to the research question in hand.
Consumer Behaviour
How individuals or groups select, purchase, use or dispose of products, services, ideas, or experiences to satisfy their needs and desires.
Social Marketing
The promotion of causes and ideas (social products). Ex. Kiva
Popular Culture
The music, movies, sports, books, celebrities, and other forms of entertainment consumed by the mass market.
Consumer Addiction
A psychological and/or psychological dependency of products or services.
Anticonsumption
Products and services are deliberately defaced and mutilated.
Consumer Theft
An example of shrinkage.
Relationship Marketing
Building and maintaining a bond with consumers over time.
How does consumer behaviour impact marketing strategy?
- Marketing concept is all about understanding consumer needs- Data about consumers help marketers define the market- Aids marketers in identifying threats and opportunities to a brand
Example of demographic statistics?
Age, gender, family structure, marital status, social class, income, ethnicity & geography
Example of psychographics?
Activities, interests and opinions (AIO’s)
How does pop culture have an effect on marketing?
Both an inspiration and an influence.Ex. social media, movies and product usage, spokes people.
What is the real reason people buy products?
People often buy products not for what they do, but rather what they mean.I.e: convey an image/personality
What is meant by the term “global consumer”
People united by common devotion to: brand names, movie stars, celebrities and leisure activities (for example)
Virtual consumer
People who purchase goods online. 24/7 online shopping and highly accessible. Not just B2C and now C2C as well.
Criticisms of marketing?
1) Marketers create artificial needs2) Advertising and marketing are unnecessaryOBVIOUSLY FALSE ^^
Who controls the consumer market?
Consumers
What levels of government protect consumer welfare?
Federal, provincial and municipal.Regulations help protect consumers from unfair business practices
Examples of Consumer Activism in marketing?
Corporate Social Responsibility Cause -related marketingGreen marketingSocial marketing
