Chapter 3 and some of 5 Flashcards
What’s the Strategic marketing Process?
1.Conduct a SWOT
2.Develop a market focus, value proposition, and goals
3. Design the marketing program
*commonly used situation analysis technique
*interchangeable with the environmental scanning framework
*focuses more on internal forces(company, customers, collaborators)
*the analysis that will be used in higher level marketing classes
This describes what?
The 5 C’s of Marketing
*products
*competitive advantages
*brands
*objectives
*performance
Which of the 5 C’s of marketing is this?
Company
*laws & regs
*social trends
*economic trends
*technological trends
Which of the 5 C’s of marketing is this?
Context
*target audience
*motivation & behaviors
*communication channels
*customer perceptions
Which of the 5 C’s of marketing is this?
Customers
*suppliers
*partners
*investors
*distributors
Which of the 5 C’s of marketing is this?
Collaborators
*direct & indirect competitors
*competitive positioning
*strategies & tactics
*strengths and weaknesses
Which of the 5 C’s of marketing is this?
Competition
The evolution of social responsibility went from______ responsibilities to ______ responsibility ?
From shareholders responsibility(profit responsibility) To social responsibility(profit, stakeholder, societal)
*Toms
*Warby Parker
*Bombas
*Patagonia
These are examples of _______?
Socially Responsible Companies
If you only remember 3 things…1
1.Environmental scanning is an ongoing SITUATION ANALYSIS that’s focused on what’s going on OUTSIDE THE COMPANY and how it will affect your company, customers, and suppliers
If you only remember 3 things…2
A culture of ETHICAL MARKETING is critical to organizational success because it takes DECADES to build a strong reputation and only FIVE MINUTES to ruin it
If you only remember 3 things…3
Social responsibility has gone from a NICE-TO-HAVE to a MUST-HAVE today as customers expect companies to give back to society
What is this!
The personal, social, and economic significance of the purchase to the consumer
involvement
What is this ?
Those behaviors that result from (1) repeated experience and (2) reasoning
learning
What is this ?
The energizing force that stimulates behavior to satisfy a need
morivation
What is this ?
individuals who exert direct or indirect social influence over others
opinion leaders
What is this ?
The anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences
perceived risk
What is this ?
The process by which an individual selects, organizes,. and interprets information to create a meaningful picture of the world
perception
What is this ?
A persons consistent behaviors or response to recurring situations
personality
What is this the five stages a buyer passes through in making choices about which products and services to buy
1.problem recognition
2.information search
3.alternative evaluation
4.purchase decision
5.post purchase behavior
purchase decision process
What is this ?
People to whom an individual looks as a basis for self appraisal or as a source of personal standards
reference geoup
What is this ?
The relatively permanent, homogenous division in a society into which people sharing similar values,. interests, and behaviors can be grouped
social class
What is this?
subgroups within the larger, national, culture with unique values, ideas, and attitudes
subcultures
What is this?
the influencing of people during comversations
work of mouth
What is this ?
scan you memory for previous experiences with products or brands
internal search
Use this when past experience or knowledge is insufficient ?
external search
What is this ?
relatives and friends, as well asa social networking websites that the consumer trusts
personal sources
What is this?
includes various product rating organizations such as consumer reports, government agencies, and tv consumer programs
public sources
What is this?
such as information from sellers including advertising, company websites, salespeople, and point of purchase displays in stores
marketer dominated sources
What is this?
represent both the objective attributes of a brand (display) and the subjective ones (prestige) you use to compare different products and brands
evaluative criteria
What is this?
the group of brands a consumer considers acceptable from among all the brands in the product class of which he or she is aware
consideration set
What is this?
the feeling of post purchase psychological tension or anxiety is called
cognitive dissonance or
buyers remorse
What is this?
are basic to survival and must be satisfied first
physiological needs
What is this?
involve self preservation as well as physical and financial well being
safety needs
What is this?
are concerned with love and friendship
social needs
What is this?
involve personal fulfillment
self actualization needs
What is this?
enduring characteristics within a person or in relationships with others
key traits
What is this?
the way people see themselves and the way they believe others see them
self concept
What is this?
the human brain attempts to organize and interpret information with a process called
selective perception
What is this?
occurs when people pay attention to messages that are consistent with their attitudes and beliefs and ignore messages that are inconsistent with them
selective exposure
What is this?
involves interpreting information so that it is consistent with your attitude and beliefs
selective comprehension
What is this?\
means that soncumers do not remember all the information they see, read, or head, even minutes after exposure to it
selective retention
What is this?
means that you see or hear messages without being aware of them
subliminal perception
What is this?
is the process of developing automatic responses to a situation built up through repeated exposure to it
behavioral learning
What is this?
is a need that moves an individual action
a drive
What is this?
is a stimulus or symbol perceived by consumers
a cue
What is this?
is the action taken by a consumer to satisfy the drive
a response
What is this?
is the reward
reinforcement
What is this?
occurs when a response elicited by one stimulus
stimulus generalization
What is this?
refers to a persons ability to perceive differences in stimuli
stimulus discrimination
What is this ?
involves making connections between two or more ideas or simply observing the outcomes of others behaviors and adjusting your own accordingly
cognitive learning
What is this ?
is a mode of living that is identified by how people spend their time and resources, what they consider important in their environments, and what they think of themselves and the world around them
lifestyle
What is this ?
the analysis of consumer lifestyles, provides insights into consumer needs and wants
psychographics
What is this ?
consumers motivated by ideals are guided by knowledge and principles
ideals-motivated group
What is this ?
consumers motivated by achievement look for products and services that demonstrate success to their peer or a group to which they aspire
achievement-motivated groups
What is this ?
tend to be mature, motivated, practical, and well informed
thinkers
What is this ?
are not looking to change society
believers
What is this ?
have a me-first, my-family-first attitude
achievers
What is this ?
live in the moment
strivers
What is this ?
consumers motivated by self expression want to make an impact on their world
self-expression motivated groups
What is this ?
are social and spontaneous
experiencers
What is this ?
protect what they think they own
makers
What is this ?
two segments stand apart from a single primary motivation
high-and low-resource groups
What is this ?
are future oriented and value change
innovators
What is this ?
the practice of focusing on the identification and recruitment of influencers to advocate products, services, and brands rather than focusing exclusively on prospective buyers
influencer marketing
What is this ?
is one to which a person actually belongs, including fraternities and sororities and alumni associations
associative group
What is this?
is one that a person wishes to be a member of or wishes to be identified with, such as a professional society or sports team
aspiration group
What is this?
is one that a person wishes to be a member of or wishes to be identified with, such as a professional society or sports team
aspiration group
What is this?
is one that a person wishes to maintain a distance from because of differences in values or behaviors
dissociative group
What is this?
the process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers is called
consumer socialization
