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Marketing 310 > Midterm Ch.1-8 > Flashcards

Midterm Ch.1-8 Flashcards

1
Q

Brands are used to?

A

convey image/personality
•…define our place in modern society
•…help us to form bonds with others who share similar preferences

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2
Q

What is the Objective of marketing?

A

Create awareness that needs exist…not to create needs

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3
Q

Compulsive Consumption

A

-repetitive consumption or “shopoholics”

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4
Q

Differential Threshold

A

-Ability of a sensory system to detect changes, or differences between 2 stimuli

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5
Q

JND–Just Noticeable Difference

A
  • minimum difference between two stimuli

ex. campbell’s change labels discreetly over time so consumers always recognize their product

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6
Q

What is Weber’s Law?

A

-noted that for people to really perceive a difference, the stimuli must differ by a constant “proportion” not a constant “amount”.

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7
Q

Why is Webers law used?

A
  • Reductions are not readily discernible to the public

* Product improvements are perceived by the public

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8
Q

What is Adaptation?

A 
The degree to which consumers continue to notice a stimulus over time:
•Intensity
•Duration
•Discrimination
•Exposure 
•Relevance
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9
Q

What is Stimulus Selection?

A 
We are more likely to notice stimuli that differ from others around them:
•Size
•Colour
•Position
•Novelty
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10
Q

What are the components of a Semiotic Relationships?

A

Object->Interpretant->Sign

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11
Q

Signs are related to objects in what 3 ways?

A
  1. Icon - Sign that resembles the product in some way ex. Ford Mustangs horse
  2. Index - Sign that is connected to a product
    because they share some
    property ex. Pine Tree = Fresh
  3. Symbol - Sign that relates to a product by either conventional or agreed-upon associations ex. lion = fearlessness
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12
Q

What is Perceptual Positioning?

A
  • Perceptual Map: map of where brands are perceived in consumers’ minds
  • Used to determine company strengths and weaknesses in comparison of competitors
  • Market position
  • Future positioning
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13
Q

How do we learn? and what are the two types of conditioning

A
  • Learning = responses to external events

* Classical conditioning and instrumental conditioning

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14
Q

What is Classical Conditioning?

A

a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own.

  • Goal is to create brand equity
  • Repetition (H&R Block)
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15
Q

What is instrumental (operant) conditioning?

A

the individual learns to perform behaviours that produce positive outcomes and to avoid those that yield negative outcomes.

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16
Q

What are some reinforcement schedules for instrumental conditioning?

A
  • Fixed-interval (seasonal sales)
  • Variable-interval (secret shoppers)
  • Fixed-ratio (frequent flyer programs)
  • Variable-ratio (slot machines)
  • Frequency marketing
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17
Q

What are the stages of observational learning?

A

Attention -> Retention -> Production Processes -> Motivation -> observational learning

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18
Q

Whats the steps in the Memory Process?

A

External Inputs -> Encoding -> Storage -> Retrieval

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19
Q

Relationships between Memory System?

A

Sensory Memory -> Attention -> Short-term Memory -> Elaborative Rehearsal -> Long-Term Memory

20
Q

What are the levels of knowledge? (nodes)

A

Individual nodes = meaning concepts
• Two (or more) connected nodes = proposition (complex meaning)
•Two or more propositions = schema
•We more readily encode info that is consistent with an existing schema

21
Q

What are the 3 cues for purchase decisions?

A
  • Familiarity - prior familiarity with item enhances recall – however, extreme familiarity can result in inferior learning
  • Salience and Recall effect (mystery ads) - prominence or level of activation – so Novelty or contrast increases recall – Energizer Bunny that suddenly walks through a different commercial
  • Visual memory versus verbal memory - Visual memory better recall but maybe not comprehension
22
Q

Factors Influencing Forgetting

A
  • Decay
  • Interference
  • Retroactive versus proactive
  • Part-list cueing effect
23
Q

What is Motivation and the process behind it?

A

Process that leads people to behave as they do
•Goal: Consumer’s desired end-state
•Drive: Degree of consumer arousal
•Want: Manifestation of consumer need

24
Q

What is motivational strength?

A

Motivational strength: Degree of willingness to expend energy to reach a goal

25
Q

What is Drive Theory?

A

Biological needs that produce unpleasant states of arousal (e.g., hunger)

26
Q

What is expectency theory?

A

Behaviour is pulled by expectations of achieving desirable outcomes

27
Q

Consumer Involvement

A

High vs. Low Involvement

Cognitive vs. Affective

28
Q

What are core values? And what are the two types?

A

Values shared within a culture
•Example: personal freedom, self-reliance, equality
•Enculturation: Learning the beliefs and values of one’s own culture
•Acculturation: Learning the value system and behaviours of another culture

29
Q

MECCAS (Means-End Conceptualization of the Components of Advertising Strategy)

A

In this approach, researchers first generate a map depicting relation-ships between functional product or service attributes and terminal values.

30
Q

What are LOHAS (lifestyles of health and sustainability)

A

Consumers who:
•Worry about the environment
•Want products to be produced in a sustainable way
•Spend money to advance what they see as their personal development and potential

31
Q

What are the three levels of Materialism?

A
  • Materialism: Importance people attach to worldly possessions
  • Materialists: Value possessions for their own status and appearance
  • Non-materialists: Value possessions that connect them to other people or provide them with pleasure
32
Q

What is the self-concept?

A

Beliefs a person holds about his/her own attributes, and how he/she evaluates these qualities
•Attribute dimensions: Content, positivity, intensity, stability over time, and accuracy

33
Q

What is Symbolic self-completion theory?

A

People who have an incomplete self-definition complete identity by acquiring and displaying associated symbols

ex. boys using “macho” products

34
Q

Whats the extended self? And what are the levels?

A

External objects considered a part of us
•Levels of extended self:
•Individual: personal possessions (cars, clothing)
•Family: residence and furnishings
•Community: neighbourhood or town where you live
•Group: social or other groups

35
Q

The two types of traditional gender roles

A
  • Agenic roles: Men are expected to be assertive and have certain skills
  • Communal roles: Women are taught to foster harmonious relationships
36
Q

Freudian Theories about self

A

Personality = conflict between gratification and responsibility
•Id: pleasure principle (the party animal)
•Superego: our conscience (the conscience)
•Ego: mediates between id and superego (the referee)

37
Q

Non-Freudian Theories

A
  • Carl Jung: Analytical psychology
  • Collective unconscious
  • Archetypes in advertising ( shared ideas and behaviour)
  • Images: Old wise man; earth mother
  • BrandAsset Valuator® : measuring brand personality
38
Q

How to Form Attitudes using the two conditioning approaches

A
  • Classical conditioning: Repeated often

* Instrumental conditioning: Reinforcement, modelling

39
Q

Self-Perception Theory

A

We use observations of our own behaviour to determine our attitudes
•We must have a positive attitude toward a product if we freely purchase it, right?
•Low-involvement hierarchy (after the fact)
•Foot-in-the-door technique (start with small request)
•Low-ball technique (ask for small favour)
•Door-in-the-face technique (ask for big favour)

40
Q

Social Judgement Theory

A

We assimilate new information about attitude objects in light of what we already know/feel

41
Q

Balance Theory

A

considers relations among elements a consumer might perceive as belonging together

42
Q

Multi-Attribute Attitude Models

A

Consumer’s attitudes toward an attitude object depends on beliefs she has about several or many attributes of the object Three elements
•Attributes of AO (e.g., college)
Example: scholarly reputation
•Beliefs about AO
Example: University or College is strong academically
•Importance weights
Example: stresses research over athletics

43
Q

Strategic Applications of Multi-Attribute Model

A
  • Capitalize on relative advantage: Convince consumers that product attributes are important in brand choice
  • Strengthen perceived product/attribute linkages: If consumers don’t associate certain attributes with the brand, make the relationship stronger
  • Add a new attribute: Focus on unique positive attribute that consumer has not considered
  • Influence competitors’ ratings: Decrease the attributes of competitors
44
Q

Questions for Tactical Communication Options

A
  • Who will be source of message?
  • How should message be constructed?
  • What media will transmit message?
  • What target market characteristics will influence ad’s acceptance?
45
Q

What are the Levels of Interactive Response relating to feedback?

A

First-order response: Direct marketing: transaction and sales date
•Second-order response: Non-transaction, customer feedback

46
Q

Details of “the source” of an ad

A

•Source effects: Same words by different people can have very different meanings
•A “source” often a spokesperson in an ad—may be chosen because s/he is expert, famous, attractive, or a “typical” consumer
What makes a good source?
•Source credibility: Source’s perceived expertise, objectivity, or trustworthiness
•Source attractiveness: Movie star, super model

Marketing 310 (5 decks)

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