Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

Business Test 1 > Unit 8 - Positioning, Buying Behaviors, Product Development > Flashcards

Unit 8 - Positioning, Buying Behaviors, Product Development Flashcards

1
Q

Positioning and Differentiation

A
  • Understanding customer’s view
  • Evaluating segment preferences
  • Positioning techniques
  • Differentiating the marketing mix
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

Customer Perception

A

Customer perceived benefit - Customer perceived cost

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

Intangible Customer Values

A

Time, convenience, benevolence

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

Positioning

A

How customers think about proposed or present brands in a market; the image your product/service has in the minds of your target customers

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

Positioning Statement

A

Provides marketing managers with a strategic direction

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

Positioning Studies

A

Identify important attributes of the product offerings in a market

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

Differentiation

A

Utilitizing the marketing mix in a distinct way such that customers see it as different from the competition

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

Examples of Differentiation Strategies

A
  • Owning a product attribute in the mind of the customer
  • Being perceived as an innovator
  • Effectively maximizing user experience
  • Being the first to enter a market
  • Having the lowest price
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

Customers are…

A

the focal point for all things marketing related

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

Adoption Process

A
  • Awareness
  • Interest
  • Evaluation
  • Trial
  • Decision
  • Confirmation
    (Dissonance (second guessing) may set in after the decision)
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

Routinzed Response Behavior

A
  • Low Involvement
  • Frequently purchased
  • Inexpensive
  • Little Risk
  • Little information needed
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

Extensive Problem Solving

A
  • High Involvement
  • Infrequently purchased
  • Expensive
  • High Risk
  • Much information needed
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

Learning

A

Change in a person’s thought processes caused by prior experience

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

Learning Process Steps

A
  • Drive
  • Cues
  • Response
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

Drive

A

Unsatisfied need exists

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

Cues

A

Stimuli that trigger a drive or response

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

Response

A

An effort to satisfy a drive

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

Reinforcement

A

Occurs when the response is followed with satisfaction

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

Economic Needs

A

Needs that are concerned with the consumer making the best use of his or her time and (Logical Component)

20
Q

Examples of Economic Needs

A
  • Economy of purchase
  • Convenience
  • Efficiency in use
  • Dependability
21
Q

Pyschological Variables

A

Things that are going on in the mind of the consumer that affect purchase behavior

22
Q

Examples of Psychological Variables

A
  • Motivation
  • Perception
  • Learning
  • Attitude
  • Trust
  • Lifestyle
23
Q

Social Influences

A

Associations that the buyer might have with other people

24
Q

Examples of Social influence

A
  • Family
  • Social Class
  • Reference Groups
  • Culture
  • Ethnic Groups
25
Q

Purchase Situation

A
  • Reason for purchase
  • Time pressure
  • Surroundings
26
Q

Economic Needs help marketers to understand the:

A
  • Who
  • What
  • When
  • Where
    of consumer buying behavior
27
Q

Economic view is…

A

useful, but too simplistic

28
Q

Needs

A

basic forces that motivate consumers to do something

29
Q

Wants

A

Learned needs

30
Q

Drive

A

Strong Internal stimulus that encourages action to reduce a need

31
Q

Personal Needs

A
  • Self-esteem
  • Accomplishment
  • Fun
  • Freedom
  • Relaxation
32
Q

Social Needs

A
  • Love
  • Friendship
  • Status
  • Esteem
  • Acceptance by others
33
Q

Safety Needs

A
  • Protection

- Physical well-being

34
Q

Physiological Needs

A
  • Food
  • Drink
  • Rest
  • Sex
35
Q

Perception

A

How people gather and interpret information from the world around them

36
Q

Selective Exposure

A

Notice messages that interest us

37
Q

Selective Retention

A

Remember messages that are consistent with beliefs and attitudes, but do not remember those that conflict

38
Q

Selective Perception

A

Let in messages that are consistent with beliefs, attitudes, and filter out those that conflict

39
Q

Green attitudes

A

Enviroment-related

40
Q

Reference Groups

A

People consumers look at when forming an attitude about a particular topic

41
Q

Opinion Leaders

A

People who influence others

42
Q

Culture

A

Another social influence

43
Q

Categories of BtoB

A
  • Produces
  • Intermediaries
  • Government Units
  • Nonprofits
44
Q

Buyers

A

Purchasing managers

45
Q

Gatekeepers

A

Control flow of information

Business Test 1 (25 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions