Test 2 Flashcards
Define subculture
A segment of a larger culture whose members share distinguishing values and patterns of behavior
What are common subcultures?
Ethnic groups
Religion
Geographic regions
Generations
Ethnic subcultures define
When shared behaviors are based on a common racial, language, or national background
Event marketing
Creating or sponsoring an event that has a particular appeal to a market segment
What’re are all the ethnic sub cultures?
African Americans Hispanics Asian Americans Native Americans Asian Indian Americans Arab Americans
What’re African Americans buying power?
1.1 trillion
African American demographics
Younger, less educated, lower income
Marketing to African Americans
Buy more national brands
Shop as a form of recreation
Where are African Americans most largely populated?
South, north east, and Midwest
Acculturation define
The degree which an immigrant has adapted to his new culture
Hispanic Americans buying power
1.2 trillion
Marketing to Hispanic Americans
Extremely brand loyal, and less receptive to advertisements
Hispanic consumer groups
First generation (migrated to America, have both cultures) Second generation (bilingual) Third generation (speak English as first language)
Asian Americans
Highest educated, largest income
Believes in saving, buys in small quantities
Most diverse group
Asian American buyin power
713 billion
Asian Indian American consumer groups
Place high value on education
Concerned with financial security
Husbands have dominant decision making roles
Arab Americans consumer group
Tired of negative stereotyping about their culture
Majority identify as Christians
Religious subcultures
Christian
Non Christian
Christian subcultures
Roman Catholic
Protestant
Borne again Christian
Non Christian sub cultures
Jewish
Muslim
Buddhist
Religion subcultures arise as a following of…
Climate conditions
Natural environment
Characteristics of various immigrant groups
Political events
Define household
All the people who occupy a housing unit
What’re the types of households?
Family house hold
Non family household
Family household define
Having at least two members related by brith, marriage of adoption
Nonfamily household define
Householder living alone or with roommates
Multigenerational household
Household containing two adult generations or a grandparent and another generation
Household life cycle
Younger (35)
Middle aged (35-64)
Older (64)
Younger stage in HLC
Single 1 (recreational and leisure items)
Young couples: no children
Full nest 1
Single parent 1
Middle aged stage in HLC
Middle-aged single Empty nest 1 Delayed full nest 1 Full nest 2 Single parent 2
Older stage in HLC
Empty nest 2
Older single
Family purchase roles(6)
Initiators Information gathers Influencers Decision maker Purchaser User
Determinants of family purchase roles
Culture
Role specialization
Involvement
Personal characteristics (education and income)
Conflict resolution
Bargaining Impression management (lying about facts) Use of authority Reasoning Playing on emotion Additional information
The content of consumer socialization (3)
Consumer skills
Consumption related preferences
Consumption related patterns
Consumer skills define
Capabilities necessary for purchases to occur such as understanding money, budgeting, product evaluation
Consumption related preferences define
Knowledge, and values that cause people to frat house different evaluations to products and brands
Consumption related attitudes
Cognitive orientations towards advertisement, sales people and warranties
Reference group
A group that an individual uses as a guide for behavior in a specific situation
Groups are classified by these variables
Membership
Strength of social ties
Type of contact
Attraction
What is dichotomous ?
The membership criteria (either you’re a member or you’re not)
Strength of social ties
Primary groups (strong ties) Secondary groups (weaker ties)
Type of contact
Refers to wether the interaction is direct or indirect
Attraction
Desirability the membership in the group has for the individual.
Can be negative or positive
Dissociative (negative)
Aspiration (positive)
Consumption subculture
Self selects on basis of shared commitment to a particular brand
Identifiable social structure
Shared beliefs
Modes of symbolic expression
Seeding define
Free samples are given away to influential members of social networks
Brand community
Community bases on social relationships among owners of a brand
Communities are defined by
Consciousness of kind
Rituals and traditions
Moral responsibility
How marketers use social media (guidelines)
Transparency
Be apart of the community
Take advantage of the unique capabilities of each venue
The nature of reference group influence
Informational
Normative
Identification
Informational influence
When an individual uses the behaviors and options of reference group as useful information
Ex track team and energy bar
Normative (utilitarian) influence
Occurs when an individual fulfills group expectations to gain avoid sanction
Ex: wearing clothes to fit in
Identification (self expression) influence
Occurs when individuals have internalized the groups values and norms
Degree of reference group influence (3)
More commitment to the group, more they will conform to group values
The more relevant a particular activity is
Confidence in the purchase situation
ASCH phenomenon
A friend who is the weak target can be used to ci five the other friends to buy a product
Opinion leader define
Go to person person for specific categories
Two step flow of communication
Process of one person receiving information from the mass media and passing it on to others
Multistep flow of communications
Opinion leaders seek info from sources and interpret the info
Market mavens
Have info about a lot of brands, generalized market influencers
Crowdsourcing
Relying on other customers for knowledge
Influentials
Represent 10 percent of the population
Marketing strategies to generate WOM
Advertising
Product sampling
Personal selling
Creating buzz
3 types of opinion leaders
Market mavens
Influentials
E-fluentials
Advertising as an influence
Stimulation (creating exciting advertisement to refer products)
Simulation (having opinion leaders endorse products)
Guerrilla marketing
Marketing with a limited budget that tries to create a buzz (coca cola vending machines)
Innovation
An idea or product perceived to be new. Basically anything new
Group phenomenon
The manner by which a new product spreads through the market
Categories of innovation
Continuous
Dynamically continuous
Discontinuous
Continuous innovation
Requires small changes in behavior. Ex adding a gps to a car
Dynamically continuous innovation
Requires a moderate change in a behavior. Example would be Uber’s
Discontinuous innovation
Requires major changes in behavior. Examples include self driving cars
Stages in the adoption process
Awareness (problem recognition) Interest (info search) Evaluation (alternative evaluation) Trial (purchase) Adoption (postpurchase evaluation)
Adopter categories
Innovators Early adopters Early majority Late majority Laggards
Innovators percentage
2.5, try it first, risk takers
Early adopters percentage
13.5
Opinion leaders
Early majority percentage
34
Cautious about the product
Late majority percentage
34
Laggards percentage
16, don’t want to change
Four major steps in information processing
Exposure (random, deliberate)
Attention (low, high )
Interpretation (low, high)
Memory
Perceptual defense
Individuals are not passive recipients of marketing messages
Types of exposure(2)
Selective
Voluntary
Types of selective exposure
Zipping (fast forwarding)
Zapping (changing channels)
Muting
Types of voluntary exposure
Infomercials
Permission-based marketing
Attention is determined by what factors(3)
Stimulus
Individual
Situation
Stimulus factors of attention
Size Intensity Attractive visuals Color and movement Position Isolation Format Contrast/ expectations Interestingness Information quantity
Adaption level theory define
If a stimulus doesn’t change over time we adapt to it and begging to notice it less
Individual factors of attention
Motivation
Ability
Situational factors of attention
Clutter
Program involvement
Cocktail party effect define
An individual engaged in a conversation with a friend isn’t consciously aware of other conversation until someone calls their name
Nonfocused attention
Hemispheric lateralization
Subliminal stimuli
What influences interpretation?
Individual characteristics
Situational characteristics
Stimulus characteristics
Important aspects of interpretation
Perceptual relativity (hard to interpreter without a reference point)
It’s subjective
Cognitive thinking
Define cognitive interpretation
Stimuli is placed into memory. Example people use to think DVDs were VCRs
Affective interpretation define
The emotional response triggered by a stimulus such as an ad
Types of individual characteristics
Traits
Learning and knowledge
Expectations
Contextual cues define
Play a role in interpretation aside from the actual stimulus
Color
Nature of programming
Stimulus characteristics
Traits
Organization
Changes
Rhetorical figures define
Involve the use of an unexpired twist in how a message is communicated
Types of organization
Stimulus organization (physical arrangement of stimulus)
Proximity (stimuli positioned close are perceived to be together)
Ambush marketing (activity that implies a firm is a part of an event that they aren’t )
Closure (presenting an open ended stimulus)
Figure ground (presenting the stimulus as a focal point)
Sensory discrimination
Ability to distinguish between similar stimuli
Jnd (just noticeable difference)
Minimum that a brand can differ from another with the difference being notices
