Exam 1 Vocabulary Flashcards

1
Q

Marketing

A
  • Creating, communicating, and delivering value to consumers
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2
Q

Consumer behavior

A

Study of psychological processes involved in consumption of g/s

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3
Q

Primary data

A

Originated from the researcher

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4
Q

Secondary data

A

Collected for some other purpose and later used in research

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5
Q

Qualitative

A

Open-ended responses

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6
Q

Quantitative

A

Based on numbers

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7
Q

Characteristics of traditional marketing

A
  • Promotes functional features and benefits
  • Focus on quality or price
  • Assumes customers are rational and analytical decision-makers
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8
Q

Holistic experiences include… (5)

A
  • Sense
  • Feel
  • Think
  • Act
  • Relate
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9
Q

Intrinsic motivation

A

Stimulation or drive stemming from within oneself - behavior is performed based on expectation of enjoyment, pleasure, or curiosity satisfaction

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10
Q

Extrinsic motivation

A

Expectation of an outside reward, such as money or praise

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11
Q

Laddering

A

A research method - “Why? Why? Why?” to get to root of motivation/core values

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12
Q

What are the 3 steps in the Perceptual Process?

A
  1. Exposure
  2. Attention
  3. Perception (Interpretation)
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13
Q

Attention

A

When we devote mental activity to something

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14
Q

Habituation

A

When something becomes familiar and loses its attention-getting ability

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15
Q

Sonic identity

A

Using sounds such as music or voices to support a brand’s image (Intel, NBC)

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16
Q

Sound symbolism

A

When consumers infer product attributes and form evaluations from hearing a brand’s sounds, syllables, and words (Speedo, Mitsubishi Eclipse, Gillette SensorExcel)

17
Q

Absolute threshold

A

Lowest level of stimulation at which you can detect a difference between “something” and “nothing.” (Absolute minimum needed to detect something)

18
Q

Differential threshold

A

The intensity needed between two stimuli before people can perceive that the two stimuli are different (just noticeable difference between 2 stimuli)

19
Q

Subliminal messages

A

Messages presented below threshold of awareness

20
Q

Priming

A

Thinking about a concept activates related concepts in your memory and influences your attitudes and behavior (having words related to elderly in crossword and being primed to walk slower.)

21
Q

Implicit attitudes

A

Attitudes people have but are unaware that they carry with them

22
Q

Product placement

A

When products are…

  1. Shown as props
  2. Used as an integral part of a TV show, movie, other media
23
Q

Categorization

A

Using prior knowledge to label, identify, and classify something new

24
Q

Prototype

A

Best example of a category - the standard of comparison (e.g., golden retriever is prototype of dogs)

25
Q

Goal-derived categories

A

Categorization based on common goal (e.g., losing weight)

26
Q

Schemas

A

The set of ALL associations linked to a concept

27
Q

Images

A

A SUBSET of the associations that matter the most that reflect what something stands for and how favorably it is viewed

28
Q

Brand

A

Name/sign/symbol/design (core associations) intended to identify g/s of one product to differentiate it from competitors

29
Q

Brand extensions

A

When a company makes related products - core associations must be the same (diapers&raquo_space; swim diapers&raquo_space; sunscreen patches)

30
Q

Licensing

A

Third party pays to use brand/logo (cost effective, but risky)

31
Q

Brand alliances

A

2 brands come together to make a new product (Oreo blizzard from DQ)