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ROMA > MKT 310- Exam 2 > Flashcards

MKT 310- Exam 2 Flashcards

1
Q

One to which a person either belongs or would qualify for membership (ex: group of poker)

A

membership group

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2
Q

One in which an individual is not likely to receive membership despite acting like a member (ex: professional tennis player)

A

symbolic group

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3
Q

A person or group that serves as a point of comparison for an individual in the formation of either general or specific values, attitudes, or behavior

A

reference group

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4
Q

development of basic codes of behavior

A

normative reference groups

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5
Q
  • a group of individuals whom you compare yourself against & may strive to be like
  • influence the expression of specific consumer attitudes and behavior
  • informal

ex: celebrities and hereos

A

comparative reference groups

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6
Q

individuals or groups with whom a person identifies does not have direct face-to-face contacts, such as movie stars, sports heroes, political leaders, or TV personalities
- celebrity endorsement

A

indirect reference groups

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7
Q

leader brands can encourage reference __

A

conformity (considered safe)

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8
Q

new brands or market followers can encourage ________

A

being different (considered unsafe)

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9
Q
  • relative wealth (amount of economic assets)
  • power (degree of influence over others)
  • prestige (degree of recognition received from others)
A

social status

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10
Q
  • consumers endeavor to increase their social standing through consumption
  • very important for luxury goods
  • is different from conspicuous consumption (for being seen)
A

status consumption

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11
Q

Parents, and grandparents (normative group) is passing ______ to their children.

A

(national) superego

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12
Q

The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society

A

culture

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13
Q

large number of verbal statements that reflect a person’s assessment on something

A

beliefs

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14
Q

Few in number, guide appropriate behavior, enduring and difficult to change, not tied to objects, and widely accepted by members of society.

A

values

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15
Q

usual and acceptable ways of behaving
- routinized behaviors

A

customs

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16
Q

a type of symbolic activity consisting of a series of steps with a fixed sequence and repeated
- extend over the human life cycle
- marketers realize that … often involves products (artifacts)

A

ritual

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17
Q

A distinct cultural group that exists as an identifiable segment within a larger, more complex society

A

subculture
(nations within broader nations)

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18
Q

In Europe, subcultures are created by _____ and ____ (ex: Catalonia in Spain)

A

history; geography

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19
Q

In the US, subcultures are created by ______ ____

A

ethnic orgin

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20
Q

ways to segment a nationality culture

A

Combination of:
- self-identification
- degree of identification

someone who has been living in paris, has a morocco origin, but also is from the EU…. you will have to decide what “layer” you want to identify with

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21
Q

the process by which children acquire the skills, knowledge, and attitudes necessary to function as consumers
- peer influence in teenagers
- coshopping with mothers and children

A

consumer socialization

22
Q

The division of members of a society into a hierarchy of distinct status classes, so that members of each class have either higher or lower status than members of other classes.

A

social class

23
Q

the shift in an individual’s social status from one status to another

A

social mobility

24
Q

The US and many Western countries based their aspirations on upward _____________
– Reference groups were the upper class
- “Pezzi a novanta” (The Godfather)
- American dream

A

social mobility

25
Q

recent evidence shows signs of ____ ____ and ____ in social mobility

A

downward mobility; decrease

26
Q
  • The “___” 50 percent of household incomes
  • Households made up of college-educated adults (who use computers; are involved in children’s education)
  • based on income, education, and occupation
A

middle class

27
Q
  • Households earning $40,000 or less control more than 30 percent of the total income in the U.S.
  • These consumers tend to be more brand loyal than other consumers
  • illegal immigrants constitute a growing class in the U.S. and many other Western countries
A

lower class (also known as working class)

28
Q

the learning of one’s own culture
- normally learned when you’re a kid

A

enculturation

29
Q

the learning of a new or foreign culture
(being exposed)

A

acculturation

30
Q

The process by which one person informally influences the consumption actions or attitudes of others who may be opinion seekers or opinion recipients

A

opinion leadership

31
Q
  • informal flow of information from one consumer to the other
  • No one represents a commercial selling source gaining something out of the transaction
  • based on friendship; family links
  • Roles can change over time: opinion leaders can become seekers or recipients
A

word-of-mouth

32
Q
  • Self-confirmation and self-involvement
  • Social involvement
  • Product involvement
  • Message Involvement
A

needs of opinion leaders

33
Q
  • new product or new usage information
  • reduction of perceived risk
  • Reduction of search time
  • Receiving the approval of the opinion leader
A

needs of opinion receivers

34
Q

The ____ _____ process usually takes place among friends, neighbors, and work associates that hold informal product-related conversations
- These conversations usually occur naturally in the context of the product-category usage

A

opinion leadership

35
Q

interpersonal flow of communication (2)

A
  • two-step flow
  • multistep flow
36
Q

A communication model that portrays opinion leaders as direct receivers of information from mass media sources who, in turn, interpret and transmit this information

A

two-step flow

37
Q

A revision of the traditional two-step theory that shows multiple communication flows

A

multistep flow

38
Q

The stages through which an individual consumer passes in arriving at a decision to try (or not to try), to continue using (or discontinue using) a new product.

A

adoption process (micro-process)

39
Q
  • firm-oriented definitions
  • product-oriented definitions
  • market-oriented definitions
  • consumer-oriented definitions
A

innovations (defining)

40
Q

Innovations:

Product is “new” to the company

A

firm-oriented definitions

41
Q

Innovations:

___: continuous, dynamically continuous, discontinuous

A

product-oriented definitions

42
Q

Innovations:

___: based on consumer exposure

A

market-oriented definitions

43
Q

Innovations:

___: consumer judges it as “new” regardless of the physical features or market realities

A

consumer-oriented definitions

44
Q

time vs sales

A

adopter categories

45
Q

adopter categories: ____

  • the gatekeeper of the market
  • decides the destiny of the product
  • not common consumers (behaves more as a B2B → choose a product based on price, quality, performance)
  • very important because if they don’t buy it the first time you won’t have a market
A

innovators

46
Q

adopter categories: ___

look at innervation but also the ‘cool’ technology → becomes B2C where physiological factors (social status, etc.) play a role in choosing a product

A

Early adopters

47
Q

adopter categories: ___

use the technology because they will be left out without it

A

Laggards

48
Q
  • defining the consumer innovator (the relatively small group of consumers who are the earliest purchasers of a new product)
  • interest in the product category (very interested)
  • the innovator is an opinion leader (provides other consumers with information and advice)
  • personality traits (more open than non-innovators; need for uniqueness; variety-seeking; inner-directed)
A

Issues in profiling consumer innovators

49
Q

the shift in an individual’s social status from one status to another

A

social mobility

50
Q

Is the primitive and instinctual part of the mind that contains sexual and aggressive drives and hidden memories

A

id

51
Q

operates as a moral conscience

A

super-ego

52
Q

is the realistic part that mediates between the desires of the id and the super-ego

A

ego

ROMA (9 decks)

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