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Intro To Fashion > Exam 2 review > Flashcards

Exam 2 review Flashcards

1
Q

Describe Market segmentation Geographics

A

Population studies that focus on where people live

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2
Q

Describe Market segmentation Demographics

A

Age, gender, family size, family life cycle, income, occupation, education, religion, and ethnicity

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3
Q

Describe Market segmentation Psychographic

A

Social class, lifestyle, personality

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4
Q

Define Lifestyle

A

how people spend time & money, change over time, activities, interests, options, VALs system

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5
Q

Define Value

A

Personal: differs by individuals ex: sefl-respect, ambition, sense of accomplishment
Social: reflects values as a society or group national security, sense of belonging

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6
Q

Comparing lifestyle and value which is more stable

A

Value

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7
Q

What are the Unique Marketing influences

A

Unique image and personality=strong brand

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8
Q

5 top brand personality

A

Sincerity, Excitement, Competence, Sophistication, Ruggedness

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9
Q

Define The brand personality Sincerity

A

Sincerity: down to earth, honest, wholesome, cheerful

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10
Q

Define The brand personality Excitement

A

Excitement: daring, spirited, imaginative, up-to-date

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11
Q

Define The brand personality Competence

A

Competence: reliable, intelligent, successful

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12
Q

Define The brand personality Sophistication

A

Sophistication: upper class, charming

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13
Q

Define The brand personality ruggedness

A

Ruggedness:outdoorsy, tough

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14
Q

Define Brand Recognition

A

The extent to which a consumer can correctly identify a product or service just by viewing the product or service’s logo, tagline, packaging, or advertising campaign.

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15
Q

Define Brand Recall

A

-The extent to which a brand name is recalled as a member of a brand, product or service class.
Brand recall is an internal process + needs brand recognition

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16
Q

Define anti-consumption

A

Movements can be motivated by the desire to conserve, active boycotting, or selective consumption

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17
Q

What are the 2 content process?

A

central and peripheral process

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18
Q

What happens in the Central Process

A

opinions are formed from thought ab relevant info, important HIGH involved expressive items,

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19
Q

What happens in the Peripheral Process

A

opinion arise w/o thinking ab relevant info, consumable product, LOW involved

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20
Q

What are the 3 AD claims

A

Validation time, Experience, Credence

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21
Q

Describe Validation Time Ad claim

A

search claim: can be valid before purchase by examining information

22
Q

Describe Experience Ad claim

A

can be validated after using the product (vacations, clothing)

23
Q

Describe Credence Ad claim

A

validation of the accuracy is impossible or takes long time (safest in traffic accidents)

24
Q

Describe A Objective claim

A

Focus on factual information that is NOT subject to individual interpretation

25
Q

Describe A Subjective Claim

A

May evoke different interpretations across individuals

26
Q

Define The sides of Message sidedness

A

1 sided: present all positive benefits & strengths
2 sided: provide little weakness before they emphasize their strength. more effective

27
Q

Compare Comparative message to Competitors

A

Good for new brands and products

28
Q

Define affective message

A

rely on emotion and feeling

29
Q

Define executional elements

A

anything other than advertising message
more effective for (high, low) involvement items

30
Q

What is product package

A

shape consumers impression, need CONSISTENT w/ brand image

31
Q

What does JND mean?

A

Just Notiable Differences- the smallest change in stimulus intensity that will be noticed

32
Q

What are the negatives about JND

A

not readily discernible to consumers

33
Q

What are the positives about JND

A

apparent to consumers

34
Q

How can you enhance frequently

A

using campaigns
modifying products
encourage consumers to use more
The Influence of package size
The Influence of product variety

35
Q

What is a positive reinforcement

A

when consumer receives a positive outcome from the product use

36
Q

What is a negative reinforcement

A

When consumption enables consumers to avoid negative outcome

37
Q

What is a punishment

A

When consumption leads to negative outcomes

38
Q

Impost-consumption what determines satisfaction?

A

-Product performance
-Consumption feelings­
-Product expectations

39
Q

In post-consumption what are the expectations

A

Confirmation and Disconfirmation

40
Q

define confirmation

A

Confirmation: The product’s performance matches consumer expectation.

41
Q

define Disconfirmation

A

Disconfirmation: Dissonance between a product’s performance + consumer expectation

42
Q

define positive Disconfirmation actions

A

performance > Expectation

43
Q

define negative Disconfirmation actions

A

Performance < Expectation

44
Q

define positive Disconfirmation communications

A

Repurchase/visit retailer/brand Positive WOM/eWOM

45
Q

define negative Disconfirmation communications

A

Boycotting retailer/brand Negative WOM/eWOM

46
Q

which is not a supplier type Direct supplier, Agent, Full service vendor, or product supplier?

A

product supplier

47
Q

What is a not a difference between
traditional business models and direct-to-consumer?

A

DTC is often more expensive

48
Q

What is a not a difference between
traditional business models and direct-to-consumer?

A

DTC is often more expensive

49
Q

What are the 4 Rs of supply chain?

A

Reliability
resilience
responsiveness
relationship

50
Q

what does industrialization focus on?

A

factory and manufacturing as a key

51
Q

what type of income is important to fashion retailers?

A

discretionary income

Intro To Fashion (2 decks)

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