Exam 2 Flashcards
Consumerspace
an environment where individuals dictate to companies the types of products they want and how, when, and where (or even if) they want to learn about those products.
Materialism
the importance people attach to worldly possessions
Materialism: Provenance
Shoppers are willing to pay more for an item when they know exactly where it comes from, and they are assured that “real people” have thoughtfully selected the things from which they choose.
Materialism: Curation
an expert who carefully chooses pieces to include in a museum exhibit, now applies to a range of consumer products such as food, clothing, and travel
Advertising…
helps consumers by reducing search time
3 courses of action if a brand fails:
- Voice a response
- Private response
- Third-Party Response
Voiced Response
Complaining
Private Response
sharing your dissatisfaction with friends or privately boycotting the brand
Third-Party Response
may mean taking legal action or going through an organization like the Better Business Bureau
Corrective Advertising
that the company must inform consumers that previous messages were wrong or misleading
Culture Jamming
a strategy to disrupt efforts by the corporate world to dominate our cultural landscape
Social Marketing Strategies
encourage positive behaviors such as increased literacy and to discourage negative activities such as drunk driving.
Phishing
fraudulent emails that ask them to supply account information
Botnets
a set of computers that are penetrated by malicious software known as malware that allows an external agent to control their actions
Locational Privacy
is related to consumers that have GPS on their cell phones.
Market Access
relates to the ability to find and purchase goods and services
Food desert
a Census tract where 33 percent of the population or 500 people, whichever is less, live more than a mile from a grocery store in an urban area or more than 10 miles away in a rural area.
Media literacy
refers to a consumer’s ability to access, analyze, evaluate, and communicate information in a variety of forms, including print and nonprint messages.
Functionally illiterate
describes a person whose reading skills are not adequate to carry out everyday tasks, such as reading the newspaper or the instructions on a pill bottle. 14% of adults are functionally illiterate.
Recommerce
There is an underground economy of products that are sold person to person rather than through traditional market systems. Trading or reselling used products is called recommerce.
Anticonsumption
Anticonsumption relates to events in which people deliberately deface or mutilate products and services.
Hedonic Consumption
includes how consumers interact with the emotional aspects of products. In other words, products are rarely strictly functional. Consumers may want hedonic value too. Target is a company that has embraced this insight. Target focuses on products with great design as well as functionality.
The Coca-Cola bottle also illustrates an example of how design can facilitate product success.
Trade dress
Trade dress is when some color combinations come to be so strongly associated with a corporation. Example – the blue box/bag from Tiffanys
Color forecasts
Color forecasts are colors that manufacturers and retailers buy so they can be sure they stock up on the next hot hue. For example, Pantone, Inc. (one of these color arbiters) identified “Marsala”—a naturally robust and earthy wine red—as the color of the year for 2015.
