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MKT 325 > Exam 1 > Flashcards

Exam 1 Flashcards

1
Q

Targeting

A

the process of identifying and selecting a specific group of people to receive a marketing message

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2
Q

Positioning

A

the process of creating a unique image or identity for a brand or product in the minds of the target audience.

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3
Q

Segmentating

A

the practice of dividing your target market into approachable groups.

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4
Q

Market Segmentation

A

the practice of dividing your target market into approachable groups (segmentation, targeting, positioning)

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5
Q

Need

A

A discomforting human condition

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6
Q

Want

A

A desire for a specific product so as to alleviate that condition

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7
Q

Purpose of Marketing

A

Help the consumer experience the proverbial that is already within him/her

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8
Q

Same message +Same Product

A

Straight extension

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9
Q

Same product + CHange Message

A

Communication adaptation

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10
Q

Same message + Change product

A

Product adatpation

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11
Q

Chnge product + Change Message

A

Dual adaptation

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12
Q

Competitive/Cooperative

A

Comparative ads

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13
Q

Individual vs Collective

A

I vs WE

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14
Q

Bases for Segmentation

A

Geography
Demographics
Pyschographics
Behavior

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15
Q

bases for demographic segmentation

A

Age
Gender
Income
Ethnic Background
Family Life Cycle
Occupation

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16
Q

Bases for Psychographics

A

Lifestyle
Personality

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17
Q

Bases for behavior segmentation

A

Occasions
Benefits
User status
Usage Rate
Loyalty Status

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18
Q

Bases for Geographic Segmentation

A

By region
City vs rural
By climate
By density

19
Q

Social Class

A

a status hierarchy by whichi groups and individuals are classified on the basis of esteem and prestige

20
Q

Conspicuous CONSUMPTION

A

Consumers endeavor to increase their social standing through consumption

21
Q

Lower Status consumers are more receptive to

A

advertising towards emotion, expressions, work and life

22
Q

upper middle class consumers are more recpetive to

A

facts, suspicious to emotional appeal

23
Q

Regional subcultures arise as a result of the following

A

Climate conditions
natural environment and resources

24
Q

Ethnic subcultures

A

based on a common racial, language, or nationality background

25
Q

Hispanic Subcultures

A

Social Oriented
Strong interest in appearance
Family and children

26
Q

Afriacna american subcultures

A

Family
Religion
racial awareness
ethnic pride

27
Q

Asian American subcultures

A

Strong values on traditional, extended families
Strong in education
Gift giving

28
Q

Acculturation

A

Identification with the dominant culture

29
Q

Ethnic identification

A

indentification with a subculture

30
Q
A
31
Q

Single I

A

Single, no kids

32
Q

Young couples wihtout children

A

Dual incomes and relatively affluent

33
Q

Full Nest I

A

Typical family with children

34
Q

Single Parent I

A

Single, children in house

35
Q

Single II

A

age 35 to 64: never married and divorced with no child responsibilities

36
Q

Delayed Full Nest I

A

family with parents that are older and young children

37
Q

Full Nest II

A

Families with children age 6+

38
Q

Single Parent II

A

single, faces serious financial and time pressures + kids in home

39
Q

Empty Nest I

A

Dual income and busy + children out of the house

40
Q

empty nest II

A

Either fully or partially retired + children are out of house

41
Q

Single III

A

Older, single, and generally retired

42
Q

Instrumental Training

A

Through reasoning or reinforcementM

43
Q

Modeling

A

By observing other

44
Q

Mediation

A

occurs when a parent alters a childs intitial interpretation of,or response to, a marketing stimulus

MKT 325 (1 decks)

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