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Marketing 310 > Short Answer > Flashcards

Short Answer Flashcards

1
Q

What are 4 types of needs?

A

Biogenic, Psychogenic, Utilitarian, Hedonic

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2
Q

Biogenic

A

Air, water

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3
Q

Psychogenic

A

Status, Power

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4
Q

Utilitarian

A

Tangible products

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5
Q

Hedonic

A

Excitement, Fantasy

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6
Q

What are the 4 types of needs regarding buying behavior?

A

Achievement, Affiliation, Power, Uniqueness

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7
Q

Achievement and Affiliation

A

Achievement - Value personal accomplishments

Affiliation- need for relevant products to alleviate lonelyness

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8
Q

Power and Uniqueness

A

Control ones environment, Assert ones identity

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9
Q

What are the 5 elements in an Ad Strategy?

A

Message, Consumer Benefits, Executional Framework, Leverage Point, Driving Force

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10
Q

Message and Consumer Benefits

A

Message - attributes or product features to be depicted

Consumer Benefits - Positives of using product/services

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11
Q

Executional Framework and Leverage Point

A

Executional Framework - Style and Tone of Advertisement

Leverage Point - product features that activate the terminal value

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12
Q

Driving Force

A

Driving Force - End value of which the ad will focus on

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13
Q

What are Psychographics and what are they used for?

A
  • Determine market segments

- Determine needs of market and reasons they choose products

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14
Q

What are the 4 Types of psychographic Analysis?

A

Lifestyle Profile, Product Specific Profile, General lifestyle segmentation, Product specific segmentation

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15
Q

Lifestyle and Product Profile

A

LifeStyle Profile- Distinguish between users and non-users

Product Profile - identify a target group

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16
Q

General lifestyle and product specific segmentation

A

General - places people into groups based on similar preferences
Product Specific - Tailors questions to a product category

17
Q

Uses of Psychographic Segmentation

A 
Define Target Market
Create new view of market
Position products
Communicate product better
Devise Strategy
18
Q

The 4 Functional Theories of Attitudes

A

Utilitarian Function, Value-Expressive Function, Ego-Defensive Function, Knowledge Function

19
Q

Utilitarian Function

A

Based on rewards and punishments

20
Q

Value-Expressive Function

A

Consumers values or self concepts

21
Q

Ego-Defensive Function

A

Protect ourselves from external threats or internal feelings

22
Q

Knowledge Function

A

Need for order, structure and meaning

23
Q

Hierarchies of Effects Meaning and the three possible outcomes?

A

Impact/Importance of attitude components depends on consumers motivation toward attitude object

  • Standard Learning
  • Low involvement
  • Experential
24
Q

Standard Learning

A

Cognition -> Affect - > Behavior =

Attitude based on cognitive information processing

25
Q

Low-involvement

A

Cognition -> Behavior -> affect =

Attitude based on behavioral learning process

26
Q

Experential

A

Affect -> Behavior -> cognition = Attitude based on Hedonic consumption

27
Q

Attitude Trackings 3 Dimensions

A

1) Changes in Different Age groups
2) Scenarios about the Future
3) Identification of Change Agents

28
Q

Changes in Different Age Groups

A
  • Attitudes change as people age
  • Cohort affects occur (people of certain generation share similar outlooks)
  • Large groups of people are affected by cultural changes (terrorist attacks of 911)
29
Q

Scenarios about the Future

A
  • Tracked based on future plans, Confidence in Economy

- Measures can provide valuable data on future behavior and public policy

30
Q

Identification of Change Agents

A

Social phenomena can change peoples attitudes towards consumption ex. inconvienent truth

31
Q

Four Types of Learning Outcomes

A

Positive Reinforcement, Extinction, Punishment, Negative Reinforcement

32
Q

Positive Reinforcement

A

[Pos.Beh-Cond.App]

learns to perform responses that produce positive outcomes

33
Q

Extinction

A

[Pos.Beh-Cond.Rem]

Consumers learns that responses no longer produce positive outcome

34
Q

Punishment

A

[Neg.Beh-Cond.App]

Consumer learns not to perfrom responses leading to punishment

35
Q

Negative Reinforcement

A

[Neg.Beh-Cond.Rem]

Consumer learns to perform responses that allow him to avoid negative outcome

36
Q

Five Levels of Memory System

A

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

Marketing 310 (5 decks)

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