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marketing > chapter 3 > Flashcards

chapter 3 Flashcards

1
Q

explores how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants

A

consumer behavior

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2
Q

The tactics shaping the offering and the context of the market in which the offering will be sold are filtered
through the cultural, social, and personal lenses of target customers, as well as being influenced by consumer motivation, perception, emotions, and memory. This, in turn, influences the consumer buying process—a journey that entails recognition of a need, a search for the best means to fulfill that need, and evaluation of the available options to finally arrive at the ultimate decision of what, when, where, and how much to buy, and how to pay for these purchases

A

understanding consumer behavior

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3
Q

A consumer’s buying behavior is influenced by cultural, social, and personal factors.

A
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4
Q

Consumer Characteristics

A
  1. Cultural Factors
  2. Social Factors
  3. Personal Factors
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5
Q

Of these, cultural factors exert the broadest and deepest influence on people’s perceptions and desires and on how they go about fulfilling their needs and wants.

A
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6
Q

a way of life among a group of people—the behaviors, beliefs, values, and symbols that they accept, generally without thinking about them, and that are passed along by communication and imitation from one generation to the next.

A

Culture

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7
Q

Culture, subculture, and social class are particularly important influences on consumer buying behavior

A
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8
Q

is a fundamental determinant of a person’s wants and behavior. Through family and other key institutions.

A

Culture

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9
Q

include nationalities, religions, racial groups, and geographic regions

A

Subcultures

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10
Q

includes lower, middle, and
upper classes.

A

Social Class

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11
Q

include all the groups that have a direct or indirect effect on a person’s beliefs, decisions, and behavior. Family members typically constitute the most influential primary reference group

A

Reference groups

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12
Q

Reference groups include not only those that individuals belong to, such as friends, neighbors, coworkers, and religious and interest-based groups. Individuals may also be influenced by groups to which they do not belong, such as aspirational groups that they hope to join and dissociative groups whose values or behavior they reject.

A
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13
Q

is a person who offers informal advice or information about a specific product or product category, such as which of several brands
is best or how a particular product may be used.

A

opinion leader, or an influencer

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14
Q

the most influential primary reference group, is the most important consumer buying organization in society.

A

Family

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15
Q

A role consists of the activities a person is expected to perform. Each role in turn connotes a status.

A

role and status

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16
Q

Personal characteristics that influence buyers’ decisions include their age and stage in the life cycle, occupation and economic circumstances, personality and self-concept, and lifestyle and values. Because many of these factors have a direct impact on consumer behavior, it is important for marketers to follow them closely.

A
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17
Q

set of distinguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli, including buying behavior

A

personality

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18
Q

traits as self-confidence, dominance, autonomy, deference, sociability, defensiveness, and adaptability.

A

self-concept

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19
Q

a set of principles and
notions of “right and wrong”—that determines what is meaningful and important to consumers and
how they choose to live and interact with others.

A

value system

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20
Q

is a person’s pattern of living in the world, as expressed in activities, interests, and opinions. It portrays the “whole person” interacting with his or her environment.

A

lifestyle

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21
Q

When marketing and environmental stimuli enter the consumer’s consciousness, a set of psychological processes combine with certain consumer characteristics to result in decision processes and purchase decisions. The marketer’s task is to understand what happens in the consumer’s consciousness between the arrival of the outside marketing stimuli and the ultimate purchase decisions. Four key psychological processes—motivation, perception, learning, and memory—fundamentally influence
consumer responses.

A

Consumer Psychology

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22
Q

Understanding consumer motivation begins with understanding the needs consumers aim to fulfill
with their actions.

A

Consumer Motivation

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23
Q

Needs are the basic human requirements, such as air, food, water, clothing, and
shelter. Some needs are biological and arise from physiological states of tension such as hunger, thirst,
or discomfort. Other needs are psychological and arise from psychological states of tension such as the
need for recognition, esteem, or belonging.

A

Consumer Needs

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24
Q

Maslow Hierarchy

A

physiological needs
safety needs
social needs
esteem needs
self-actualization needs

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25
Q

We all have many needs at any given time. A need becomes a motivation when aroused to a sufficient level of intensity to drive us to act.

A

Consumer Motivation

26
Q

is the process by which we select, organize, and interpret information inputs to create a meaningful picture of the world

A

Perception

27
Q

People emerge with different perceptions of the same object because of three perceptual processes: selective attention, selective distortion, and selective retention.

A
28
Q

means that marketers must
work hard to attract the notice of consumers.

A

Selective attention

29
Q

the tendency to interpret information to fit our preconceptions.

A

Selective distortion

30
Q

are mental states that arise spontaneously rather than from conscious effort and reflect
people’s positive or negative reactions to internal and external stimuli

A

Emotions

31
Q

the brain’s ability to record, store, and retrieve information and events—also plays a role
in consumers’ purchasing decisions

A

Memory

32
Q

Memory Models

A

long-term memory
short-term memory

33
Q

temporary and limited repository of information

A

short-term memory

34
Q

more permanent, potentially unlimited repository

A

long-term memory

35
Q

three types of long-term memory:

A

episodic, semantic, and procedural.

36
Q

responsible for storing information about events (i.e., episodes) that we have
experienced in our lives. It is an individual’s memory of autobiographical events that capture the context—such as times, places, and associated emotions—in which a particular event has occurred.

A

Episodic memory

37
Q

responsible for storing information about the world, such as facts, meanings,
and concepts. Unlike episodic memory, which is directly linked to an individual’s personal experience, semantic memory captures general knowledge that is independent of personal experience.

A

Semantic memory

38
Q

responsible for knowing how to perform certain procedures such as walking,
talking, and riding a bike. It is a memory of motor skills typically acquired through repetition and involves automatic sensorimotor activities that are so deeply embedded in our minds that they do
not involve conscious thought.

A

Procedural memory

39
Q

consist of all brand-related thoughts, feelings, perceptions, images, experiences, beliefs,
and attitudes that become linked to the brand node.

A

Brand associations

40
Q

describes how and where information gets into memory

A

Memory encoding

41
Q

the way we reclaim information from memory.

A

Memory retrieval

42
Q

we’re likely to remember only the positive aspects of a product we like,
forgetting its negative aspects and the good points about competing products.

A

selective retention

43
Q

consumer-behavior questions that marketers should ask in terms of
who, what, when, where, how, and why:

A

Who buys our product or service? Who makes the decision to buy the product or service?
Who influences the decision to buy the product or service? How is the purchase decision made? Who
assumes what role in the decision process?
What does the customer buy? What needs must be satisfied? What wants are fulfilled?
Why do customers buy a particular brand? What benefits do they seek?
Where do customers go or look to buy the product or service? Online and/or offline? When do they
buy? Any seasonality factors? Any time of day/week/month?
How is our product or service perceived by customers? What are customers’ attitudes toward our
product or service?
What social factors might influence the purchase decision? Do customers’ lifestyles influence their
decisions? How do personal, demographic, or economic factors influence the purchase decision?

44
Q

Smart companies try to fully understand a customer’s buying decision process, which involves all the experiences in learning, choosing, using, and even disposing of a product.

A
45
Q

The Buying Decision Process

A
  1. Problem Recognition
  2. Information Search
  3. Evaluation of Alternatives
  4. Purchase Decision
  5. Post-Purchase Behavior
46
Q

The buying process starts when the buyer recognizes a problem or need triggered by internal or external stimuli.

A

Problem Recognition

47
Q

one of the person’s basic needs—hunger, thirst, sex—rises to
a threshold level and becomes a drive.

A

internal stimulus

48
Q

A person may admire a friend’s new car or see a television ad for a Hawaiian vacation, which inspires thoughts about the possibility of making a similar purchase.

A

external stimulus

49
Q

Surprisingly, consumers often search for only limited information. Surveys have shown that half of all consumers look for durable goods at just one store, and a mere 30 percent look at more than one brand of appliances.

A

Information Search

50
Q

Two levels of engagement of Information Search:

A

Heightened Attention
Active Information

51
Q

The milder search state. At this level a person simply becomes more receptive to infor-
mation about a product

A

heightened attention

52
Q

At the next level, the person may enter looking for reading material, phoning friends, going online, and visiting stores to learn about the product.

A

active information

53
Q

The way consumers decipher the pros and cons of available options is affected by the beliefs and attitudes they hold, whether these are valid or erroneous.

A

Evaluation of Alternatives

54
Q

a conviction that something is true or real, regardless of whether or not it is

A

belief

55
Q

person’s enduring favorable or unfavor-
able evaluations, emotional feelings, and behavioral tendencies toward an object or idea

A

attitudes

56
Q

How does the consumer process the information about the available
options and make a final value judgment? No single process is used by all consumers or by one consumer in all buying situations. The most current models see the consumer forming judgments largely
on a conscious and rational basis

A

Information Processing

57
Q

consumers evaluate products and services by combining their brand beliefs—both positive and negative—according to importance.

A

Expectancy-Value Model.

58
Q

In the evaluation stage, the consumer forms preferences among the brands in the choice set and may also form an intention to buy the most preferred brand. In executing a purchase intention, the consumer may make as many as five purchase decisions: brand (Brand A), distribution channel (Retailer X),
quantity (one computer), timing (weekend), and payment method (credit)

A

Purchase Decision

59
Q

Rather than calculating the perceived importance of every attribute across products in a consideration set, consumers often take “mental shortcuts,” or rules of thumb, in the
decision process.

A

heuristics

60
Q

Even if consumers form an evaluation, two general factors can intervene
between the purchase intention and the purchase decision

A

Intervening Factors

61
Q

The marketer’s job doesn’t end
with the purchase. Marketers must monitor postpurchase satisfaction, postpurchase actions, and postpurchase product uses and disposal.

A

Post-Purchase Behavior

marketing (10 decks)

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