Exam 2 review Flashcards
Describe Market segmentation Geographics
Population studies that focus on where people live
Describe Market segmentation Demographics
Age, gender, family size, family life cycle, income, occupation, education, religion, and ethnicity
Describe Market segmentation Psychographic
Social class, lifestyle, personality
Define Lifestyle
how people spend time & money, change over time, activities, interests, options, VALs system
Define Value
Personal: differs by individuals ex: sefl-respect, ambition, sense of accomplishment
Social: reflects values as a society or group national security, sense of belonging
Comparing lifestyle and value which is more stable
Value
What are the Unique Marketing influences
Unique image and personality=strong brand
5 top brand personality
Sincerity, Excitement, Competence, Sophistication, Ruggedness
Define The brand personality Sincerity
Sincerity: down to earth, honest, wholesome, cheerful
Define The brand personality Excitement
Excitement: daring, spirited, imaginative, up-to-date
Define The brand personality Competence
Competence: reliable, intelligent, successful
Define The brand personality Sophistication
Sophistication: upper class, charming
Define The brand personality ruggedness
Ruggedness:outdoorsy, tough
Define Brand Recognition
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.
Define Brand Recall
-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
Define anti-consumption
Movements can be motivated by the desire to conserve, active boycotting, or selective consumption
What are the 2 content process?
central and peripheral process
What happens in the Central Process
opinions are formed from thought ab relevant info, important HIGH involved expressive items,
What happens in the Peripheral Process
opinion arise w/o thinking ab relevant info, consumable product, LOW involved
What are the 3 AD claims
Validation time, Experience, Credence
Describe Validation Time Ad claim
search claim: can be valid before purchase by examining information
Describe Experience Ad claim
can be validated after using the product (vacations, clothing)
Describe Credence Ad claim
validation of the accuracy is impossible or takes long time (safest in traffic accidents)
Describe A Objective claim
Focus on factual information that is NOT subject to individual interpretation
Describe A Subjective Claim
May evoke different interpretations across individuals
Define The sides of Message sidedness
1 sided: present all positive benefits & strengths
2 sided: provide little weakness before they emphasize their strength. more effective
Compare Comparative message to Competitors
Good for new brands and products
Define affective message
rely on emotion and feeling
Define executional elements
anything other than advertising message
more effective for (high, low) involvement items
What is product package
shape consumers impression, need CONSISTENT w/ brand image
What does JND mean?
Just Notiable Differences- the smallest change in stimulus intensity that will be noticed
What are the negatives about JND
not readily discernible to consumers
What are the positives about JND
apparent to consumers
How can you enhance frequently
using campaigns
modifying products
encourage consumers to use more
The Influence of package size
The Influence of product variety
What is a positive reinforcement
when consumer receives a positive outcome from the product use
What is a negative reinforcement
When consumption enables consumers to avoid negative outcome
What is a punishment
When consumption leads to negative outcomes
Impost-consumption what determines satisfaction?
-Product performance
-Consumption feelings
-Product expectations
In post-consumption what are the expectations
Confirmation and Disconfirmation
define confirmation
Confirmation: The product’s performance matches consumer expectation.
define Disconfirmation
Disconfirmation: Dissonance between a product’s performance + consumer expectation
define positive Disconfirmation actions
performance > Expectation
define negative Disconfirmation actions
Performance < Expectation
define positive Disconfirmation communications
Repurchase/visit retailer/brand Positive WOM/eWOM
define negative Disconfirmation communications
Boycotting retailer/brand Negative WOM/eWOM
which is not a supplier type Direct supplier, Agent, Full service vendor, or product supplier?
product supplier
What is a not a difference between
traditional business models and direct-to-consumer?
DTC is often more expensive
What is a not a difference between
traditional business models and direct-to-consumer?
DTC is often more expensive
What are the 4 Rs of supply chain?
Reliability
resilience
responsiveness
relationship
what does industrialization focus on?
factory and manufacturing as a key
what type of income is important to fashion retailers?
discretionary income
