topics 3-4 Flashcards
Purchase Frequency is used as a measure of _______ _______
Purchase frequency is used as a measure of [repeat buying]
NBD-Dirichlet Model is used for examining _______ probabilities within _______ category and _______ periods
Examining [purchase] probabilities within [product] category and [time] periods
Category Buying Rate is a measure of how ______ customers are to your brand
Category Buying Rate is a measure of how [loyal] customers are to your brand
Laws of the NBD Model:
1. _____ _____ matter
2. 80:20 rule – 20% of customers are _______ _______ accounting for 50% of sales, 80% are _______ _______.
3. Less than 100% _______ _______ is _______
4. _______ _______’s matter
Laws of the NBD Model:
1. [Light buyers] matter
2. 80:20 rule – 20% of customers are [heavy buyers] accounting for 50% of sales, 80% are [light buyers]
3. Less than 100% [repeat buying] is [normal]
4. [Non-customers] matter
The stages of perception:
1. E_______
2. A_______
3. I_______
The stages of perception:
1. Exposure
2. Attention
3. Interpretation
Exposure is when _______ comes within range of a person’s _______ _______
Exposure is when [stimulus] comes within range of a person’s [sensory receptors]
absolute threshold is the _______ amount of _______ that can be detected on a given _______ channel
absolute threshold is the [minimum] amount of [stimulation] that can be detected on a given [sensory] channel
differential threshold is the ability of a _______ system to detect _______ or _______ between two _______
differential threshold is the ability of a [sensory] system to detect [changes] or [differences] between two [stimuli]
Weber’s Law states that the _______ increase of stimulus which will produce a _______ _______ of sensation is _______ to the pre-existing _______
Weber’s Law states that the [minimum] increase of stimulus which will produce a [perceptible increase] of sensation is [proportional] to the pre-existing [stimulus]
The smallest perceivable change (according to weber) is:
2%
Attention is the extent of _______ _______ that is devoted to a particular _______
Attention is the extent of [processing activity] that is devoted to a particular [stimulus]
Examples of stimulus selection factors (4)
- size
- colour
- position
- novelty
Stimulus selection factors are _______ characteristics of the stimulus itself
Stimulus selection factors are [physical] characteristics of the stimulus itself
what factors help us decide what to pay attention to? (2)
- Perceptual Selection Factors
- Stimulus Selection Factors
Interpretation is the _______ we assign to _______ _______
Interpretation is the [meaning] we assign to [sensory stimuli]
The Closure Principle - people will ____ ____ ____ to perceive a complete object when an external stimulus _______ matches that object
The Closure Principle - people will [fill in blanks] to perceive a complete object when an external stimulus [partially] matches that object
The Principle of Similarity - when items _______ some _______ _______ , they are assumed to be _______ in some way
The Principle of Similarity - when items [share] some [visual characteristics], they are assumed to be [related] in some way
The Figure-Ground Principle - when one part of the stimulus _______ (_______ ) & the other part _______ into the background (_______ )
The Figure-Ground Principle - when one part of the stimulus [dominates] (figure) & the other part [recedes] into the background (ground)
Using semiotic theory, what does every marketing message have? (3)
- object
- interpretant
- sign
The NBD portion of the NBD-Dirichlet Model is made of the _______ and _______ Distribution
The NBD portion of the NBD-Dirichlet Model is made of the [Gamma] and [Poisson] Distribution
The Dirichlet portion of the NBD-Dirichlet Model is made of the _______ Distribution and the _______ Distribution
The Dirichlet portion of the NBD-Dirichlet Model is made of the [Multinomial] Distribution and the [Multivariate] Distribution
Key aspects captured by the NBD-D Model:
- People buy _______ (Gamma)
- People buy _______ (Poisson)
- People buy from _______ _______ (Multinomial)
- The _______ of people’s behaviour (Multivariate Distribution)
Key aspects captured by the NBD-D Model:
- People buy [infrequently] (Gamma)
- People buy [randomly] (Poisson)
- People buy from [multiple brands] (Multinomial)
- The [variation] of people’s behaviour (Multivariate Distribution)
Stationarity occurs when customers are _______ . However, any customer _______ are typically matched by _______
Stationarity occurs when customers are [habitual]. However, any customer [defections] are typically matched by [acquisitions]
