POM - SEMIS Flashcards
The intersection between the interest of the consumer and features of the brand.
Customer Insight
provides information to the company’s marketing and other managers and external partners such as suppliers, resellers, and marketing services agencies.
Marketing Information System (MIS)
Are electronic collection of consumers and market information obtained from data sources within the company network.
Internal Data
can provide strong competitive advantage from the key information on customers such as sales, websites visited, demographics, psychographics, service and satisfaction measures.
Internal Data
is the systematic collection and analysis of publicly available information about consumers, competitors and developments in the marketplace.
Marketing Intelligence
is the systematic design, collection, and reporting of data relevant to a specific marketing situation facing an organization.
Marketing Research
objectives is to gather preliminary information that will help define the problem and suggest hypotheses.
Exploratory Research
describes things.
Descriptive Research
tests hypothesis about cause and effect relationships.
Causal Research
Consist of information gathered for the special research plan.
Primary Data
consists of information that already exists somewhere, having been collected for another purpose
Secondary Data
involves gathering primary data by observing relevant people, actions, and situations.
Observational Research
involves sending trained observers to watch and interact with consumers in their natural environment.
Ethnographic Research
is the most widely used method and is the best for descriptive information knowledge, attitudes, preferences and buying behavior.
Survey Research
is the best for gathering causal information cause-and-effect relationships.
Experimental Research
is composed of 6 to 10 people along with a trained moderator. This is quiet challenging because it is expensive, difficult to generalize from small group and consumers are not always open and honest.
Focus Group
which includes Online Marketing Research, Internet surveys, Online panels, Click-streams data and Online focus groups.
Web Based
is a segment of the population selected for marketing research to represent the population as a whole.
Sample
every member of the population has a known and equal chance of selection.
Simple random sample
the population is divided into mutually exclusive groups and the random samples are drawn from each group
Stratified random sample
the population is divided into mutually exclusive groups and the researcher draws a sample.
Cluster (area) sample
The research selects the easiest population members.
Convenience sample
The researcher uses judgement to select population members.
Judgement sample
The researcher finds and interviews a prescribed number of people in each several categories.
Quota sample
is the most common marketing research instrument. This as administered in person, by phone, or online and said to be flexible. Researchers must be careful with wording and ordering of questions.
Questionnaires
includes all possible answers, and subjects make choices among them. Provide answers that are easier to interpret and tabulate.
Closed-end questions
allow respondents to answer in their own words. Useful in exploratory research.
Open-end questions
involves entering information into databases and making it available in a time-useable manner.
Information Distribution
provides information to employees and other stakeholders.
Intranet
provides information to key customers and suppliers.
Extranet
refers to all of the personal consumption of final consumers.
Consumer market
is the buying behavior of final consumers, individuals and households, who buy goods and services for personal consumption.
Consumer buyer behavior
Buyer’s characteristics
Buyer’s decisions process
Buyer’s Black Box
Buying attitudes and preferences
Purchase behavior: what the buyer buys, when, where, and how much
Brand and company relationship behavior
Buyer Responses
is the learned values, perceptions, wants, and behaviors from family and other important institutions.
Culture
are groups of people within a culture with shared values systems based on common life experience and situations.
Subculture
are society relatively permanent and ordered divisions whose members share similar values, interest, and behaviors. Measured by a combination of occupations, income, education, wealth, and other variables.
Social classes
groups with direct influence and to which a person belongs.
Membership Groups
groups an individual wishes to belong to.
Aspirational Groups
Groups that form a comparison or reference in forming attitudes and behavior.
Reference Groups
are people within a reference group who exert social influence on others.
Opinion Leaders
are online communities where people socialize or exchange information and opinions.
Online Social Networks
Is the most important consumer- buying organization in society.
Family
are the groups, family, clubs, and organizations that a person belongs to that can define role and social status.
Social Roles and Status
Affects the goods and services bought by consumers
Occupations
includes trends in personal income, savings and interest rates.
Economic situation
is a person’s pattern of living as expressed in his or her psychographics.
Lifestyle
Refers to the unique psychological characteristics that lead to consistent and lasting response to the consumers environment
Personality and Self-concept
Is the specific mix of human traits that may be attributed to a particular brand.
Brand Personality
Is a need that is sufficiently pressing to direct the person to seek satisfaction
Motivation
refers to the qualitative research designed to probe consumer’s hidden, subconscious motivations.
Motivation Research
is the process by which people select, organize, and interpret information to form a meaningful picture of the world from three perpetual process
Perception
is the tendency for people to screen out most of the information to which they are exposed.
Selective Attention
is the tendency for people to interpret information in a way that will support what they already believe.
Selective Distortion
is the tendency to remember good points made about a brand they favor and forget good points about competing brands.
Selective Retention
is the change in an individual’s behavior arising from experience and occurs through interplay of drives, stimuli, cues, responses an reinforcement.
Learning
is a descriptive thought that a person has about something based on: Knowledge, Opinion, Faith.
Beliefs
describes a person’s relatively consistent evaluations, feelings, and tendencies toward an object or idea.
Attitudes
occurs when you make a significant or expensive purchase, like buying a new car. you’re highly involved in the buying decision, and you probably research different vehicles or talk with friends or family before reaching your decision.
Complex buying behavior
Improves consumer satisfaction. They do this because he/she is bored
Variety seeking buying behavior
occurs when a consumer is worried they will make the wrong choice and will regret their decision later.
(for indecisive people).
Dissonance-Reducing Buying Behavior
occurs when involvement is low and differences between brands are small. (Purchase repeatedly)
Habitual buying behaviour
Occurs when the buyer recognizes a problem or need triggered by;
Need recognition
When one of the person’s normal needs, - for example, hunger or thirst- rises to a level high enough to become a drive.
Internal Stimuli
for example- an advertisement or a discussion with a friend might get you thinking about buying a new car.
External Stimuli
family and friends
Personal sources
advertising, Internet
Commercial sources
mass media, consumer organizations
Public sources
handling, examining, using the product
Experimental sources
refers to how the consumer processes information to arrive at brand choices.
Evaluation of alternatives
is the act by the consumer to buy the most preferred brand. The purchase decision can be affected by attitudes of others and unexpected situational factors.
Purchase Decision
the satisfaction or dissatisfaction that the consumer feels about the purchase. It may also refers to the relationship between consumer’s expectation product’s perceived performances.
Post-purchase decision
