Midterm Flashcards
Methods for segmentation (2)
- CUSTOMER CHARACTERISTICS
2. BUYING SITUATION
Customer characteristics (4)
- geographic
- demographic
- socioeconomic
- psychographic
Buying situation (5)
- Behavioural
- outlet types
- benefit
- awareness
- usage
Market coverage options (3
- undifferentiated marketing
- differentiated marketing
- concentrated marketing
market positioning
fitting the product to one or more segments of the broad market in such a way as to set it meaningfully apart from the competition
Positioning 2 approaches
- consumer approach
2. competition approach
push strategy
- sales oriented
- encourages resellers to order merchandise and push it through to their customers
pull strategy
- marketing oriented
- goal is to create demand among consumers and encourage them to request the product from the retailer
in house agencies
some companies use to reduce costs while maintaining greater control over agency activities
creative boutiques
developed in response to some clients desire to use only the talent of an outside agency while maintaining other functions internally
- provide only creative services
media specialist companies
specialize in buying media, especially broadcast time
interactive agencies
specialize in the development and strategic use of various interactive tools
problem recognition
is caused by a difference between what the consumer wants and what the consumer has
subliminal perception
appeal to consumers subconscious
evoked set
brands identifies as potential purchase options
classical conditioning
involves learning a new behaviour via the process of association
operant-instrumental conditioning
reinforcement or punishment are used to either increase or decrease the probability that a behaviour will occur again in the future
schedules of reinforcement and shaping
scheduling: continous or intermittent
reinforcement: rewards a consumer will get or what they can avoid
external influences on consumer behaviour
- culture
- subculture
- social class
- reference groups
- situational determinants
noise
unplanned distortion or interference
forms of encoding (4)
- verbal
- graphic
- musical
- animation
every marketing message has three components:
- object
- sign or symbol
- interpretant
communication channels (2)
- personal channels
2. nonpersonal channels
levels of audience aggregation (5)
- individuals
- small groups
- niche markets
- market segments
- mass markets
