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Marketing > Cours 4 > Flashcards

Cours 4 Flashcards

1
Q

What is a consumer?

A

It is an individual to whom a business males a commercial offer, as well as a doner, a user of public services or a citizen.

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2
Q

What is the consumer behavior?

A

It is the set of processes that individuals or groups use when selecting, securing, using or disposing of products, services, experiences or ideas, to satisfy their needs and wants.

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3
Q

Why is consumer satisfaction important?

A

Because a satisfied customer will naturally be more likely to make a rebuy and spread positive word-of-mouth about the brand and its offers.

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4
Q

what are the internal influences for a customer?

A
  • Central psychological processes (Motivation, perception, knowledge, emotions, and attitude).
  • Psychographic variables (identity and self-concept, values and lifestyle).
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5
Q

What are the external influences for a customer?

A
  • Consumer’s reference groups.
  • Subcultures
  • Culture of origin
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6
Q

What are the contextual influences?

A
  • Mood
  • Time available
  • Physical and social environment
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7
Q

What is a part of customer inertia?

A

The fact that we often buy the same brand repeatedly out of habit and convenience.

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8
Q

What is involvement?

A

It is the amount of importance that consumers place on an object according to their needs, values, and interests.

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9
Q

What are the types of cognitive and emotional decisions?

A
  • Product characteristics.
  • Characteristics of the situation.
  • Individual characteristics.
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10
Q

What is a need?

A

It is the gap felt between the current state and the desired state.

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11
Q

What are the steps in the decision process?

A
  • The recognition of a need.
  • Information search.
  • Evaluation of options.
  • Purchasing decision.
  • The purchasing act
  • The post-purchase evaluation.
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12
Q

What is the recognition of a need?

A

There are 2 types of situations that can give rise to a need:
- This first is a negative change in an individual’s state following a breakdown, loss, or deterioration of an object or stockout.
- The second situation is that the ideal desired state may be revised.

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13
Q

What are the 2 factors influencing the information search?

A
  • Sources of information.
  • Quantity of information sought.
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14
Q

What are the types of perceived risks?

A
  • Monetary risk
  • Physical risk
  • Social risk
  • Psychological risk
  • Functional risk
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15
Q

What is a monetary risk? Give examples.

A

Risk related to cost and ownership. (relatively costly purchases: cars, home appliances).

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16
Q

What is a physical risk? Give examples.

A

Risk related to physical integrity, health and wellness. (Drugs, medical treatments, children’s car seats, cosmetics, food).

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17
Q

What is a social risk? Give examples.

A

Risk related to affiliation, group and status (watches, jewellery, cars, sports equipment, clothing).

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18
Q

What is a psychological risk? Give examples.

A

Risk related to affiliation group and status. (Gym membership, personal luxury items).

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19
Q

What is a functional risk? Give examples.

A

Risk related to the performance of the product and its ability to meet the need relative to other options. (Subscription to internet services, cell phones, insurance policies).

20
Q

What are the factors that are increasing the search intensity?

A

The perceived risk associated with a purchase.

21
Q

What is a consideration set?

A

It includes brands already known to the consumer, and those that emerge from the external information search, that are evaluated before a purchase.

22
Q

What are determinant attributes?

A

They are aspects of a product that differentiate it from the other products.

23
Q

What are the caracteristics of the purchasing decision?

A
  • The compensatory model (takes into account all determinant attributes).
  • The non-compensatory model (consider only the determinant attributes that the consumers view as most important).
  • The adoption of a model.
  • The decision-making unit.
24
Q

What is satisfaction?

A

It occurs when the performance of a product or service exceeds the customer’s expectations.

25
Q

What are the components of the post-purchase evaluation?

A
  • Expectation disconfirmation theory
  • Expectation management
  • Loyalty
26
Q

What is the expection disconfirmation theory?

A

This theory states that consumers form an opinion on a brand based on their past experience and on all the forms of communication to which they are exposed.

27
Q

What is expectation management?

A

This model of satisfaction/dissatisfaction illustrates why it is important for a brand to manage consumers’ expectations effectively.

28
Q

What are the sources of influence on consumer behavior?

A
  • Internal influences.
  • External influence.
  • Contextual influences.
29
Q

What are the characteristics of central psychological processes?

A
  • Motivation
  • Perception
  • Knowledge
  • Emotions
  • Attitude
30
Q

What is motivation?

A

It is a state of internal stimulation that provides the energy required to satisfy a need.

31
Q

What is perception?

A

It is a process of selection, organizing and interpreting information received by the five senses.

32
Q

What is exposure?

A

It is the process whereby a consumer comes into contact with a stimulus.

33
Q

What is attention?

A

It is the act of applying the mind to a stimulus.

34
Q

What is interpretation?

A

It is the action of assigning meaning to a sensory stimulus.

35
Q

What are inferences?

A

They are conclusions that consumers can draw based on marketing stimuli.

36
Q

What is mental categorization?

A

It is the organization of knowledge based on similarities between objetcs.

37
Q

What is attitude?

A

It is an enduring evaluation of a person, object, or subject.

38
Q

What are the 3 dimensions of the attitude of a customer?

A
  • It has a cognitive dimension, which refers to beliefs about the object.
  • It has an emotional dimension, which includes effective relations to the object.
  • It has a behavioral dimension, which integrates the individual’s action intentions toward the object.
39
Q

What are the components of the psychographic variables?

A
  • Identity and aspects of the self-concept.
  • Values.
  • Lifestyles.
40
Q

What is the self-concept?

A

It is the way one perceives and evaluates one’s characteristics.

41
Q

What are values?

A

They are abstract, lasting beliefs about what is good or bad, acceptable or unacceptable, and preferable or not.

42
Q

What is lifestyle?

A

It describes the activities and pastimes to which individuals dedicate their spare time.

43
Q

What are reference groups?

A

They are real or imaginary individuals or groups that influences a person’s evaluations, aspirations and behaviour.

44
Q

What are the different influences from a reference group?

A
  • Informational influence (these groups are valuable sources of information on products, services, or brands),
  • Normative influence (the group exerting pressure to conform with certain norms).
  • Comparative influence (groups may procure a comparison point to evaluate their own performance or conduct.
45
Q

What is a subculture?

A

It is a group whose members share beliefs and experiences that differentiate them from other groups.

46
Q

What are the types of subcultures?

A
  • Generations
  • Ethnic groups
  • Regional subcultures
  • Social classes
47
Q

What is the mood?

A

It is a temporary emotional state, which may be positive or negative.

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