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
