Midterm Flashcards
NEED
a biological motive that has to be met
EX) sustenance, security, shelter
WANT
a way that society has taught us to fulfill this biological motive
EX) Dunkin Donuts > Sustenance
LightView > Shelter
MARKET SEGMENTATION
- Identify need set
- Find a groupd that meets that need set
- Describe the group in terms of demographics
- Use the segment that is most attractive.
WAYS TO SEGMENT
Demographics - Age, Gender Income Bracket
Brand Loyalty - Amazon, Apple
Claims - Oxiclean uses a claim to target people that want to remove stains
Behaviors - targeting people that primarily shop online
Usage - Knowing that people might use oxiclean to clean driveways vs the intended use
CONSUMPTION PROCESS
- Pre purchase - information/alternative search
- Purchase - environment/situational factors
- Post purchase - evaluation and analysis
CONSUMER DECISION MAKING PROCESS
- Problem recognition
- Information Search
- Comparing Alternatives
- Purchase Decision
- Post Purchase Evaluation
Hunger Identified> Look on a map for a restaurant > Comparing restaurants (Dunkin vs Starbucks)> Decide to go to Dunkin for coffee and donut>Happy with Donut
POSITIVISM
Paradigm that states that consumers are mostly rational with a big emphasis on a stated timeline of past present and future. If a consumer makes a rational purchase once, they will be continue to be rational.
INTERPRETIVISM
Paradigm that states that consumers are inherently irrational, the world is complex and that everyone has different motivators. The world is a pastiche.
BUSINESS ETHICS
An unwritten set of rules and morals for the marketplace
SUBLIMINAL MARKETING
1950’s era concept of marketing targeted at lying under absolute threshold of perception.
Product Placement in movies
COURSE OF ACTION FOR PROBLEMS
Voicing Problems: Tweet JetBlue
Chat Privately: Talk to a customer service rep
Third Party: Sue JetBlue
CORPORATE SOCIAL RESPONSIBILITY
The process of encouraging an organization to make a positive impact on stakeholders
CVS discontinuing Nicotine Products
SOCIAL MARKETING
Encouraging Positive behavior/discouraging negative behavior
Hilary Duff does a campaign to stop people from using the word GAY as an insult
CAUSE MARKETING
A strategy that aligns a business with a cause, with some part of the profit going towards the cause.
Toms using a portion of profits to provide a pair of shoes to a needy party for ever pair of shoes purchased.
GREEN MARKETING
Product Marketing based on environmental attributes
Method Cleaner - cleaning product that is environmentally friendly
GREEN WASHING
Negative/deceptive product marketing based on consumer perception of environmental attributes
Clorox Green Works - marketed harsh chemicals as an environmentally friendly cleaner
PROBLEMS WITH CONSUMPTION
Addictive Consumption: EX) my coffee consumption
Consumed Consumers: EX) Sex workers, selling babies
Compulsive Consumption: EX) shopping is an uncontrollable action, not the product
SENSATION
Scent- smell of coffee in a Starbucks Vision - trade dress/color forecasts Taste - burnt taste of coffee at Starbucks Touch - Display items at IKEA Auditory - Music at BBC Balance and Movement Body Awareness
PERCEPTUAL PROCESS
STIMULI is received by body receptors (SENSATION) > stimuli is filtered by threshold (ATTENTION) meaning is given to stimuli> (INTERPRETATION)
ABSOLUTE THRESHOLD
The minimum amount of stimuli that a person can detect on a given channel.
EX) You might not be able to hear someone whisper from 20 feet away but you may be able to if they get closer to you, meeting your absolute threshold
DIFFERENTIAL THRESHOLD
The minimum difference between two stimuli to notice change.
EX) You are having a party at your apartment and the neighbor comes over and asks you to turn the music down. You and your guests immediately notice that the music is much quieter, but your neighbor does not notice a difference in the volume because the change is below his difference threshold.
WEBER’s LAW
The differential threshold must meet a constant percentage to be a noticeable change. (The JND the just noticeable difference) is a a constant proportion of the original stimulus.
EX) imagine that you presented a sound to a participant and then slowly increased the decibel levels. You had to increase the sound level by 7 decibels before the participant could tell that the volume had increased. In this case, the just noticeable difference would be 7 decibels.
PEREPTUAL VIGILANCE
Consumers are more likely to be aware of stimuli that relates to their current needs.
EX) If you are trying to buy a car, you will become more aware of car ads.
PERECPTUAL DEFENSE
Consumers will tune out stimuli that threaten them
EX) If you are feeling guilty about not going to the gym, you will tune out gym membership ads
ADAPTATION
The degree to which a consumer continues to notice a stimulus over time. Consumers can HABITUATE the stimuli if it is exposed too much to it.
EX) Febreze constantly cycled the air in a study to stop consumer’s rate of habituation.
INTENSITY, DISCRIMINATION, EXPOSURE, RELEVANCE
INTERPRETATION
The meaning of a stimulus is dependent on the set of beliefs we assign to it
SEMIOTIC RELATIONSHIPS
OBJECT SIGN INTERPRETANT ICON INDEX SYMBOL
EX) Product (Object) Marlboro > Sign (image) Cowboy > (Interpretant) Rugged American
Positioning Strategy
How marketers use elements of the marketing mix to influence consumers evaluation of a product/brand
EX) Apple uses pricing strategy and high tech product specifications to influence brand meaning in consumers as a premium product.
Perceptual Positioning
How CONSUMERS see the product/brand meaning in the marketplace.
EX) As a consumer, I think that Apple is a premium brand/product because of how I evaluate their products.
INCIDENTAL LEARNING
Type of observed learning in which we learn indirectly.
EX) Jingles
CLASSICAL CONDITIONING
Stimulus pairing that elicits a response can also be paired to a similar stimulus to elicit the same response.
EX) Pavlov’s Dog Experiment- Pavlov paired the stimuli of food to a bell sound. When the bell played, food was presented which resulted in the dog salivating. When the food is taken away and just the bell played, the dog still salivated.
INSTRUMENTAL CONDITIONING
Positive Reinforcement, negative reinforcement, punishment.
EX) When a child exhibits good behavior, they get a gold star
EX) When a child screams at their plate of food, the vegetables are taken away.
EX) When a kid texts in class, their phone gets taken away.
STIMULUS GENERALIZATION
The tendency for stimuli similar to the conditioned stimulus to evoke a similar response.
EX) Trader Joe’s similar packaging for JoJos to Oreos exhibits a similar response.
RECALL
Pairing of stimuli several times, repeated exposures to strengthen associations and prevent decay.
COGNITIVE LEARNING
Identifying a problem and figuring out how to solve it.
COGNITIVE DISSONANCE
A state of tension that is created when beliefs and scenarios are at odds.
EX) You smoke because it provides your body dopamine but you know that smoking is bad for you. This creates the tension in your thoughts known as cognitive dissonance, which can overcome by one of the beliefs overpowering the other
MOTIVATIONAL CONFLICTS
Approach-Approach _ Two desirable outcomes: Pizza or Burgers
Approach - Avoid _ Torn between a desirable outcome and a possible threat: A squirrel being offered a peanut from a human.
Avoid - Avoid_ Two undesirable outcomes_ Being stuck in traffic to get home or take the T that is derailed.
MURRAY’S PSYCHOGENIC NEEDS
Autonomy, Affiliation, Power, Uniqueness, Defendence, Play
MASLOW’S HIERARCHY OF NEEDS
- Physiological Needs - Food, Water
- Safety - Shelter, Security
- Belongingness - Love, Community
- Ego needs - Self esteem, confidence,
- Self actualization - morality, creativity spontaneity, self awareness, identity
COGNITIVE LEARNING THEORY
- Attention > seeing an ad for Triple A
- Retention > Remembering the Ad for Triple A
- Production Process > Popping your tire, evaluating options
- Motivation > actually calling Triple A
- Observational Learning > committing it to memory
AFFECTIVE RESPONSES
Evaluations - what kind of response will I elicit based on satisfaction
Mood - How will the product effect my mood
Emotion - What is my emotive response will I elicit
Negative State Relief - Using a product to alleviate a negative affect
Sadvertising - ads that use a negative affect to elicit a response
Emotional Oracle Effect - People with higher trust in their feelings will predict outcomes of future events better than those who second guess their feelings
Mood Congruency - your current mood cues memories that mirror that mood.
INVOLVEMENT
Product Involvement - product specifications/function influence on purchase decision
Message Involvement - media influence on purchase decision
Situational Involvement - experience influence on purchase decisions
PERCEIVED RISKS
Monetary Risk Physical Risk Psychological Risk Social Risk Functional Risk
TYPES OF MEMORY
SENSORY MEMORY - perceived in the moment through sensory receptors
Attention - moving from sensory memory into short term memory by filtering stimuli
SHORT TERM MEMORY - brief storage of information currently used
Elaborative Rehearsal - repetition of information to move to permanent storage
LONG TERM MEMORY - relatively permanent storage of information
FORGETTING
Decay Salience - Prominence Interference State-dependent retrieval Highlighting effect Von Restorff Effect - Anything that stands out like a sore thumb is more likely to be remembered.
