EXAM ONE Flashcards
Chapter 1
Attracting, engaging, and converting new customers
Acquisition
Chapter 1
Acquistion consists of:
What: Information gathering
Why: Motivators for purchase
When: Decision-maker and actual buyer
Where and How: Usage, ease of process, time
Chapter 1
How customers interact with a product or service (How often they use it, for how long, how they use it)
Usage
Chapter 1
Disposal of product/service
Disposition
Chapter 1
Where your product stands in the market compared to other competitors
Product Positioning
Chapter 1
What is an example of Product Positioning?
One product is more convenient where another product is considered more high quality
Chapter 1
Who are the 5 Beneficiaries from understanding consumer behavior?
- Marketing Managers
- Ethicists and Advocacy Groups
- Public Policy Makers and Regulators
- Academics
- Consumers
Chapter 1:
Difference between marketing segments and target markets
Segments: A group of customers with similar interests and characteristics
Target Market: A specific group of potential customers that the company can target
Chapter 1 Appendix
Primary vs. Secondary Research
Primary: For the problem at hand (you create the research)
Secondary: For problems of others (you find it from other people)
Chapter 1 Appendix
Quantitative Questions are:
Numerical
Chapter 1 Appendix
Binary Questions are:
Close-ended questions with only two answers
Chapter 1 Appendix
Qualitative Questions are:
Open-ended
Chapter 1 Appendix
What is Storytelling?
Consumers are asked to tell stories about acquisition, usage, or disposition experiences
Chapter 1 Appendix
What is Observation?
Observing consumers at home or in stores to understand behavior and gain insights that will lead to more effective marketing decisions
Chapter 1 Appendix
Why are LOADED questions bad?
Have an implicit assumption about the responder
Chapter 1 Appendix
Why are DOUBLE BARRELED questions bad?
Ask about multiple things within one questions
Chapter 1 Appendix
Why are DOUBLE NEGATIVE questions bad?
Confusing and difficult to understand
Chapter 2
Inner state of arousal that provides energy needed to achieve a goal
Motivation
Chapter 2
Extent to which consumers have the resources needed to make an outcome happen
Ability
Chapter 2
A time or set of circumstances that makes it possible to do something
Opportunity
Chapter 2
Customers perception of themselves
Self-Concept
Chapter 2
Actual vs. Ideal Self
Actual: How we actually are
Ideal: What we would like to think of ourselves
Chapter 2
Private vs. Social Self
Private: How I see myself
Social: How others see me
Chapter 2
Extended Self
Self + Possessions
Chapter 2
Mental view of who we are
Self Image
Chapter 2
Positive and negative feelings we have towards ourselves
Self-esteem
Chapter 2
Understanding ourselves and motivations
Self-knowledge
Chapter 2
Part of self that is developed by social groups
Social Identity
Chapter 2
Both positive and negative aspects of purchase
Approach Avoidance
Chapter 2
Choose between 2 desirable choices
Approach-Approach
Chapter 2
Equally undesirable choices
Avoidance-Avoidance
Chapter 2
Has utility for particular function
Functional Need
Chapter 2
Provides a symbol and relates to self-concept
Symbolic Need
Chapter 2
Directed towards or from others
Social Need
Chapter 2
Need to be alone
Non-Social Need
Chapter 2
Provides pleasure and stimulation
Hedonic Need
Chapter 2
Thought process of the consumer
Psychological Risk
Chapter 2
Can think through information provided and evaluate alternatives
Cognitive Ability
Chapter 2
Able to form opinions and judgements around brand/company/product
Emotional Ability
Chapter 2
Network of social relationships to get knowledge
Social/Cultural
Chapter 2
Opportunity Constraints:
- Time
- Distraction
- Information
Chapter 2:
Informaton Constraints:
- Complexity
- Quantity
- Control
- Repetition
Chapter 3
A manufacturer of goods or providers of a service gain exposure for their products by paying for them to be featured in movies and TV
Product Placement
Chapter 3
Focal vs. Nonfocal Attention
Focal: Main attention
Non-Focal: Focusing on main attention while being exposed to other stimuli
Chapter 3
Ability to ignore stimuli
Habituation
Chapter 3
Fast-forwarding (Digital or recorded medium)
Zipping
Chapter 3
Avoiding (Switch channel or do something else)
Zapping
Chapter 3
Using a specific sound to identify a brand
Sonic Identity
Chapter 3
Absolute vs. Differential Thresholds
Absolute: Minimum level of stimulus intensity needed to detect a stimulus
Differential: Intensity difference required between two stimuli before consumer notices there is a difference between the two
Chapter 4
Semantic Memory is:
General knowledge
Chapter 4
Episodic memory is:
Autobiographical memories
Chapter 4
Identifying prior stimuli
Recognition
Chapter 4
No prompting of stimuli
Recall
Chapter 4
A construal interpretation of product or action, viewed as a “psychological distance or level of abstractness
Construal Level Theory
Chapter 4
Further away, abstract details
High Construal
Chapter 4
Closer, concrete details
Low Construal
Chapter 4
What are network structures?
Environments that allow for collaboration, not hierarchies
Chapter 4
Order of similar objects in the same category
Taxonomic Categories
Chapter 4
Shared or frequent associations
Prototypicality
Chapter 4
Levels of Taxonomic Category Structures
Superordinate: Very broad category
Basic: Examples of that category
Subordinate: Examples of each of those said categories
Prototypical: Specific brands of that category
Chapter 4
Human characteristics associated with a brand
Brand Personality
Chapter 4
4 Dimensions of Brand Personality
- Celebrity endorsers
- Imagery
- Appeal of ads
- Medium
Etc.
Awareness -> Consideration -> Decision
Buyer’s Journey
Etc.
Buyer’s Journey Touchpoints?
Various moments at which a customer directly, indirectly, come into contact with your brand
