Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

Hospitality Marketing > Lesson 2 > Flashcards

Lesson 2 Flashcards

1
Q

Culture

A

set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

4 factors affecting consumer behavior

A

From macro to micro

  1. Cultural
  2. Social
  3. Personal
  4. Psychological
    - > Buyer
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

Subcultures

A

group of ppl within a culture with shared value systems based on common life experiences and situations
e.g EHL

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

Social classes

A

society’s relatively permanent and ordered divisions whose members share similar values, interests, behaviors.
E.g. upper class, middle class, working class, lower class (US)
- occupation, income, education, wealth, other variables

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q
  1. Cultural Factors
A

influenced by a group

  • culture
  • subculture
  • social classes
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

Groups

A
  • Membership Groups: direct influence and to which a person belongs
  • Reference Groups: form a comparison or reference in forming attitudes or behavior
  • Aspirational Groups: an individual wishes to belong to
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

Social Networks

A
  • Online social networks, Buzz marketing, Social media sites, Virtual worlds, Word of mouth, Opinion leaders.
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

Family

A

most important consumer-buying organization in society

-> REAL influencer

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

Role and status

A

can be defined by a person’s position in a group

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q
  1. Social Factors
A
  1. Groups
  2. Social Networks
  3. Family
  4. Role and status
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

Age and life-cycle stage

A

heavily impact consumer behavior

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

Occupation

A

affects the goods and services bought by consumers

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

Economic situation

A

determined by trends in Spending, Personal income, savings, interest rates
- e.g. home-buying

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

Lifestyle

A
  • a person’s pattern of living as expressed in his or her psychographics
  • AIO: activities, interests, opinions.
    What you do affects your buying patterns.
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

Personality, self concept

A
  • What makes us different?

- refer to unique psychological characteristics that distinguish a person or group.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q
  1. Personal Factors
A
  1. Age, life-cycle stage
  2. Occupation
  3. Economic Situation
  4. Lifestyle
  5. Personality, self concept
17
Q

Brands have personalities

A

eg. Sincerity, Excitement, Competence, Sophistication, Ruggedness

18
Q

Loyalty

A

Consumer Personality = Brand Personality

19
Q

Psychological

A
  1. Motivation
  2. Perception
  3. Learning
  4. Beliefs and attitudes
20
Q

Perception

A

process people select, organize, and interpret info to form a meaningful picture of the world,

  • selective attention: tend to see wha the want to see, not see what we don’t want to see.
  • selective distortion: work best for us, kinda illusional, support info we already believe.
  • selective retention: rmb good memories of the brand they favor, forget art others
21
Q

Learning

A

change in an individual’s behavior arising from experience and occurs through the interplay of drives, stimuli, cues, responses and reinforcement

22
Q

Beliefs and attitudes

A
  • Belief: a descriptive thought that
23
Q

Beliefs and attitudes

A
  • Belief: a descriptive thought that a person has about sth based on knowledge, opinion and faith
  • Attitude: person’s relatively consistent evaluations, feelings, and tendencies toward an object or idea
24
Q

(1) Need recognition

A

1st stage

  • consumer recognizes a problem or need
  • triggered by internal/external stimuli
25
Q

(2) Info search

A

2nd stage

  • consumer is motivated to search for more info
  • E.g, personal, commercial, public, experimental sources
26
Q

(3) Evaluation of alternatives

A

consumer uses info to evaluate alt brands in the choice set

27
Q

(4) Purchase decision

A

the buyer’s decision about which brand to purchase.

- The purchase intention may not be the purchase

28
Q

Moments of Truth

A
  • customer comes into contact with any aspect of the organization and gets an impression of the quality of service
29
Q

ZMOT

A

Zero moment of truth

30
Q

ZMOT

A

Zero moment of truth

31
Q

4 types of buying behavior

A

High involvement - Low involvement

Significant differences between brands - Few differences between brands

32
Q

4 types of buying behavior

A 
High involvement - Low involvement 
Significant differences between brands - Few differences between brands
1. Complex buying behavior
2. Variety-seeking buying behavior
3. Dissonance-reducing buying behavior
4. Habitual buying behavior
33
Q

Complex buying behavior

A

High involvement - Significant differences between brands

34
Q

Variety-seeking buying behavior

A

Low involvement - Significant differences between brands

35
Q

Dissonance-reducing buying behavior

A

High involvement - Few differences between brands

36
Q

Habitual buying behavior

A

Low involvement - Few differences between brands

37
Q

Adoption process

A

mental process

- individual goes through from first learning about the innovation to final regular use

38
Q

The Buyer Decision Process for New Products

A

time of adoption of innovation
% share of all adopters
Innovators (2.5%) -> Early adapters (13.5%) -> Early mainstream (34%) -> Late mainstream (34%) -> Lagging adopters (16%)

39
Q

Influence of Product Characteristics on Rate of Adoption

A
  • Relative advantage
  • Compatibility
  • Complexity
  • Divisibility
  • Communicability

Hospitality Marketing (14 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions