multipule choicd Flashcards
Motivations
driving force within individual that imples them toaction
Innate needs vs acquired need
innate- food, water, air, clothing… primary needs or motives
acquired need- what we learn in response to our culture or enviorment…. secondary needs
motivation can be _____ and ______ in direction
positive or negtive
motivation can be _______ motive and ______ motive
rational motives or emotional
motivations are ______ satisfies
never fully
Needs
♣ Are the essence of the marketing concept
♣ Marketers do not create needs
♣ We enhance needs
♣ And we make consumers aware of the needs
dynamic nature of needs
they are always changing
- they never fully satisfied
- new needs emerge
- people who achive need then set a higher one
Substitiute goal
Are used when a consumer cannot attain a specific goal he/she anticipated willsatisfy a need
the trio of needs
power, affiliation, achivment
Perception
the prosses by which and individual selects, organizes and interprtes stimli into a meaningful and coherent picture
stimulus
A stimuli is anything that provocts your sences or effecting who we are as a human
absolute threshold
♣ the lowest level where an individual can experience a stumilation
Attitude
A learned predisposition to behave in a consistory favorable/unfavorable manner with respect to a given object
Learned
- means you had experience with this
- has to be more then one time
- relationship to an object (brand, garment, store, service, sales associate, stimli,) these all form attitude
sensation
is the immediate and direct responce of the sensory irgans to stimuli
sensatory adaptation
is a problem that concerns many natinal advertisers, they are afraid that consumers get used to there ad and then they will no longer see them
subliminal perception
when stimuli are too weak to be consiously seen but may be string enough to be precived
perceptual blocking
consumers protect themselves by blocking
Diffrences between selective attention, selective expsoure and perceptual bloacking
selective attention - they are selectove at what they give attention to
selective exsposure - they are activly seeking out messages that they find pleasent
perceptual blocking - consumers protect themselves by blocking
Physical appearances relate to perceptually
more attractive people resonate with people more then an average looking person
Consumer sterotypes related to perceptually
they serve as exspectations of what specific situations, people or events will be like
halo effect
when consumers baise there opinion f everything based off one demetention (brand name or spokesperson)…
jumping to conclusions
many people jump to conclusions many people will hear the first few parts of a commercial then just to conculion so companies put most important at the front
6 positioning techniques
- umbrella positioning - one big overall theme that can be broken down for key products (example Patagonias “you to can get away with the right gear)
- positioning against the competition- when they use it against the other company examples - wheres the beef for wendys or Patagonia “because denim is filthily business”
- Positioning based on a specific benefit - patagonia s worn wear ads about if its broke we will fix it
- finding an onowned position - the easy to travle jackets they made that fold up
- filling several positions- offering lots of things that the products has - Patagonia - being earth friends, durable, clean, useful, saves space, helps the planet
- repositioning- changing the current market or how they are assumed to be- this for patagucci is trying to reach the weekender market not just the die hards
Cognitive distatance
Post purchase anxiety
Transaction utility
concerns the perceived pleasure or displeasure associated with the finical aspects of the products
Licensing operates under
stimulus geneneration
Positioning operates under
stiumulus discrimination
Involvement Theory
this is how your brain prosses diffrent kinds of information… your left brain processes the ratinal and relistic and the right side is emotinal and impulsive
brand equity
refers to the value inherent in a well known brand comes form perception of the brand has to do with te social estein that is provided by the brand aslo the customer trust the brand
brand loyalty levels
From the weakest to strongest - weakest • brand reconistion • Weakest is the consumer recognizes the brand • If you can’t - Second • Brand prerance • Right in the middle • This is not the stronegts - Strongest • I will only by this brand • Brand insistence
Brand Loyalty
the ultiment desired outcome for consumer learning… there is no single deffinition this involves attitues and behaviors of the customer
co-branding
the basis of co-branding is when two brand names are featured on a singe product in hopes to use one brand equitys to enhance the others.
Behavioral learning vs cognative conditioning
behavioral is based on the responce to the stimulis and cognitive is based on anticipating the the future enviorment
attribution therory
attemts to exsplain how people blame or credit things to events on the basis of there behavior or otheres…. THE WHY (example…. she tried to sell me that brand over the other bc she makes bigger commission)
Vicarious learning
people observe how others react then react the same way…. known as observational learning
Sleeper effect
♣ Communication or negativity around the brand for whatever the reason i.e sustainability,
♣ Studies say this lasts about 6 weeks then they start forgetting
♣ We are stronger on the positives we remember more positives
decay theory
momoreys fade after time
culture
The sum total of learned beliefs vales and customs that serve to regulate the consumer behavior of members of a particular society
Core values in american culture
examples:
- achivement and success
- activity
- efficency and practiacllity
- progress
- material comfort
- individualizum
- freedom
- external conformity
- humanitartianism
- youthfulness
- fitness and health
sub cultures
a set of belifes, values and customes that are set apart fro other members of the same society
acculturation
marketers orient themselves with the values and belives and customes of the new society then gain acceptance
Enculturation
When you teach about your own culture
Trait Theory
o What we want to show off to people
o This is to show traits we see in ourselves
generation z
the teens right now havent lived without technology
gen Y / Millennials
us…. value orriented computer in homes exsperinced baised
gen X
parents… they work to live arent rushing to start a family like there parents were they are price orriented
baby boomers
grandparents very brand loyal they have lots of the money
busters and slackers
generation x
echo boomers
sometime millenials are called this bc they are born form the offsprings of the baby boomers and there was an increase in birth rates at that time
difference between attitude and belifes with examples
Belief:
A descriptive thought that a person holds about something.
- this shirt will help us be trendy
Attitude:
A person’s consistently favorable or unfavorable evaluations, feelings, and tendencies toward an object or idea.
- this tends to fit nicely
over and under positioning examples
Over- occurs when customers cannot readily identify the image of the brand
example -
Under - failed to communicate who they are as a brand
example-
particular instance of consumer perception
How consumer and the group of consumers we belong to see the world
- interprate high prices
- interpret ads
- interprate markdowns
