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MKT-345 > Midterm > Flashcards

Midterm Flashcards

1
Q

The study of consumers’ actions during searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs

A

Consumer behavior

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2
Q

The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society

A

Marketing

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3
Q

The process of consumer decision-making consists of

A

The input, process, and output stages

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4
Q

Conceived by Henry Ford - stated that companies must make inexpensive cars, produced uniformly, and at the lowest possible costs

A

Production concept

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5
Q

A focus on the product rather than on the needs it presumes to satisfy

A

Marketing myopia

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6
Q

The process of dividing a market into subsets of consumers with common needs or characteristics

A

Market segmentation

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7
Q

The process by which a company creates a distinct image and identity for its products, services, and brands in consumers’ minds

A

Positioning

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8
Q

The disciplines that determine consumer behavior

A

Psychology, Sociology, Anthropology, and Communication

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9
Q

A promotional strategy that consists of tracking and targeting users across their computers, mobile phones, and tablets, and sending them personalized ads based on their interests, as observed by marketers

A

Cross-screen marketing

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10
Q

Loyal customers whose experiences with the company exceeded their expectations and who provide very positive word-of-mouth about the company to others

A

Apostles

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11
Q

Compares human societies’ cultures and development

A

Anthropology

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12
Q

Customers’ high levels of personal commitment and attachment to a company and its products that extend beyond individual transactions

A

Emotional bonds

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13
Q

A segmentation strategy based on the fact that many products are purchased and used in the context of specific occasions

A

Usage-occasion segmentation

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14
Q

Psychological abstracts that “reside” in consumers’ minds and cannot be determined numerically

A

Cognitive factors

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15
Q

Dividing consumers according to age, gender, ethnicity, income and wealth, occupation, marital status, household type and size, and geographical location

A

Demographic segmentation

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16
Q

A technique that allows advertisers to reach the right user, in the right place, at the right time, and also sets the price that advertisers pay for each “eyeball” or “impression”

A

Real-time bidding (RTB)

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17
Q

The division of members of a society into a hierarchy of distinct status classes, so that members of each class have relatively the same status and members of all other classes have either higher or lower status

A

Social class

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18
Q

Segmenting consumers according to their lifestyles, which consist of consumers’ activities, interests, and opinions (i.e., AIOs).

A

Psychographics

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19
Q

A widely used segmentation method that classifies America’s adult population into eight distinctive subgroups: Innovators, Thinkers, Achievers, Experiencers, Believers, Strivers, Makers, and Survivors.

A

VALS

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20
Q

A hybrid segmentation scheme based on the premise that people who live close to one another are likely to have similar financial means, tastes, preferences, lifestyles, and consumption habits

A

Geodemographics

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21
Q

A segmentation approach based on the benefits that consumers seek from products and services

A

Benefit segmentation

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22
Q

Measures designed to predict consumers’ future purchases on the basis of past buying information and other data, and also evaluate the impact of personalized promotions stemming from these predictions

A

Predictive analytics

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23
Q

Consumers using smartphones to scan the bar codes of products displayed in physical stores and then checking the items’ prices online in order to purchase them at the lowest prices

A

Showrooming

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24
Q

Promotional alerts sent to the smartphones of customers, who opted into this service, when the customers near or enter the store

A

Geofencing

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25
Q

Circumstances or things that are wanted or required, and therefore direct the motivational forces

A

Needs

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26
Q

The inner psychological characteristics that both determine and reflect how we think and act

A

Personality

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27
Q

Communicating human features of a brand in advertising

A

Brand personification

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28
Q

Motivational forces that are learned from our parents, social environment, and interactions with others

A

Psychogenic needs

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29
Q

Cognitive and behavioral ways of handling frustration in order to protect one’s self esteem

A

Defense mechanisms

30
Q

A theoretical framework consisting of five levels of human needs, which rank in order of importance from lower-level (biogenic) needs to higher-level (psychogenic) needs. The theory states that individuals seek to satisfy lower-level needs before higher-level needs

A

Maslow’s hierarchy of needs

31
Q

A research tool requiring respondents to interpret stimuli that do not have clear meanings, with the assumption that the subjects will “reveal” or “project” their subconscious, hidden motives into (or onto) the ambiguous stimuli

A

Projective techniques

32
Q

A theory maintaining that unconscious needs or drives, especially biological and sexual ones, are at the heart of human motivation and personality

A

Freudian theory

33
Q

The “warehouse” of primitive and impulsive drives—basic physiological needs such as thirst, hunger, and sex—for which the individual seeks immediate satisfaction without concern for the specific means of satisfaction

A

The ID

34
Q

A personality trait representing one’s degree of cognitive rigidity—the opposite of being open-minded—toward information and opinions contradictory to one’s own

A

Dogmatism

35
Q

A personality trait that reflects the degree to which a person likes novel, complex, and unusual experiences , or prefers simple, uncluttered, and calm existence

A

Optimum stimulation level (OSL)

36
Q

A personality trait that reflects a person’s craving for or enjoyment of thinking and also plays a role in consumers’ use of the internet

A

Need for cognition

37
Q

The process by which individuals select, organize, and interpret stimuli into a meaningful and coherent picture of the world

A

Perception

38
Q

Any input to any of the senses

A

Stimulus

39
Q

The lowest level at which an individual experiences a sensation

A

Absolute threshold

40
Q

Getting used to high levels of sensory input and therefore less able to notice a particular stimulus

A

Sensory adaptation

41
Q

The minimal difference that can be detected between two similar stimuli

A

Differential threshold

42
Q

The minimal difference that can be detected between two similar stimuli

A

Just noticeable difference (JND)

43
Q

States that the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different

A

Weber’s law

44
Q

Consumers’ heightened awareness of stimuli that meet their needs and interests and minimal awareness of stimuli irrelevant to their needs

A

Selective attention

45
Q

A cognitive activity occurring when consumers subconsciously screen out stimuli that they find psychologically threatening, even though exposure has already taken place

A

Perceptual defense

46
Q

Constructing a maplike diagram representing consumers’ perceptions of competing brands along relevant product attributes

A

Perceptual mapping

47
Q

Physical characteristics of the product itself, such as size, color, flavor, or aroma

A

Intrinsic cues

48
Q

Perceptual measure of the gap between customers’ expectations of services and their perceptions of the actual service delivered, based on five dimensions: reliability, responsiveness, assurance, empathy, and tangibility

A

SERVQUAL scale

49
Q

The process through which consumers acquire knowledge from experiences with products and observations of others’ consumption, and use that knowledge in subsequent buying

A

Consumer learning

50
Q

The driving force within individuals that impels consumers to act

A

Motivation

51
Q

In learning, particularly in instrumental conditioning, it is a reward, in the form of pleasure, enjoyment, and other benefits, for a desired behavior. In consumer behavior, it is the benefits, enjoyment, and utilities that consumers receive from products purchased

A

Reinforcement

52
Q

Sometimes referred to as stimulus-response learning because it is based on the premise that observable responses to specific external stimuli signal that learning has taken place

A

Behavioral learning

53
Q

A form of behavioral learning stating that animal and human alike, can be taught behaviors and associations among stimuli through repetition

A

Classical conditioning

54
Q

A recognition test, that measures the effectiveness of learning and communications, where consumers are shown ads and asked whether or not they remember seeing them and can recall any of their salient points

A

Aided recall

55
Q

A form of behavioral learning based on the notion that learning occurs through a trial-and-error process, with habits formed as a result of rewards received for certain responses or behaviors

A

Instrumental conditioning (operant conditioning)

56
Q

Offering the same product in a different form but under the same brand, which is a marketing application of stimulus generalization

A

Product form extension

57
Q

The removal of an unpleasant stimulus and it strengthens the likelihood of a given response during the same or similar circumstances

A

Negative reinforcement

58
Q

A theory whose premise is that the human brain is divided into two distinct cerebral hemispheres that operate together, but “specialize” in processing different types of cognitions

A

Hemisperic lateralization (split-brain theory)

59
Q

Learning that occurs when people observe and later imitate observed behaviors

A

Observational learning (modeling)

60
Q

The process during which consumers recode what they have already encoded, which often results in recalling additional relevant information

A

Data chunking

61
Q

A learned predisposition to behave in a consistently favorable or unfavorable way toward a given object

A

Attitude

62
Q

The most popular form of attitude scale, where consumers are asked to check numbers corresponding to their level of “agreement” or “disagreement” with a series of statements about the studied object

A

Likert scale

63
Q

A measure consisting of a series of bipolar adjectives (such as “good/bad,” “hot/cold,” “like/dislike,” or “expensive/inexpensive”) anchored at the ends of an odd-numbered (e.g., five- or seven-point) continuum

A

Semantic differential scale

64
Q

It represents the likelihood that an individual will behave in a particular way with regard to the attitude object

A

Conative component

65
Q

An advertising appeal where marketers proclaim that their products are better than competing brands named in the ads

A

Comparative advertising

66
Q

A model stating that a consumer’s attitude toward a product or brand is a function of the presence of certain attributes and the consumer’s evaluation of those attributes

A

Attitude-toward-object model

67
Q

A model stating that a consumer’s attitude toward a specific behavior is a function of how strongly he or she believes that the action will lead to a specific outcome

A

Attitude-toward-behavior model

68
Q

An approach to studying attitudes referring to cases where positive attitudes lead to actions, although the personal and environmental impediments that the person faces may (or are even likely) to prevent the desired outcome

A

Theory of Trying to Consume

69
Q

A promotional approach maintaining that that highly involved consumers are best reached and persuaded through ads focused on the product’s attributes

A

Central route to persuasion

70
Q

The mental discomfort that people experience when facing conflicting information about an attitude object

A

Cognitive dissonance

71
Q

Purchases that are very important to the consumer and provoke a lot of perceived risk, and extensive problem solving and information processing

A

High-involvement purchases

72
Q

A strategy aimed at changing attitudes where a large and costly first request—that is likely refused—is followed by a second, more realistic, and less costly request

A

Door-in-the-face technique

MKT-345 (1 decks)

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