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17 Cards in this Set
- Front
- Back
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groups of people seeking products in a specific product category.
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market
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a strategy in which an organization targets two or more segments by developing a marketing mix for each segment.
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differentiated targeting strategy
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how much will US residents increase their online spending over the next 4 years?
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12%
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what two categories can markets be divided into?
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consumer markets and business markets
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purchasers and household members who intend to consume or benefit from the purchased products and do not buy products to make profits.
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consumer market
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the decision processes and acts of people involved in buying and using products.
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buying behavior
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the decision processes and purchasing activities of people who purchase products for personal or household use and not for business purposes.
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consumer buying behavior
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an individuals intensity of interest in a product and the importance of the product for that person.
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level of involvement
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The forces other people exert on one's buying behavior.
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social influences
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What five major areas are social influences grouped into?
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roles, family, reference groups and opinion leaders, social classes, and culture and subcultures.
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actions and activities that a person in a particular position is supposed to perform based on expectations of the individual and surrounding persons.
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role
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the household member who collects and controls information.
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gatekeeper
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a family member who expresses his or her opinions and tries to influence buying decisions.
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the influencer
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a member of the family who makes the buying choice.
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the decider
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a member of the family who actually makes the purchase
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buyer
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a household member who consumes or uses the product.
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the user
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a group that a person identifies with so strongly that he or she adopts the values, attitudes, and behavior of group members.
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reference group
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