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31 Cards in this Set
- Front
- Back
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What are the three elements of marketing strategy? |
1. consumer affect and cognition 2.consumer behavior 3.consumer environment |
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marketing concept? |
satisfy consumer needs and wants |
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Consumer behavior |
The dynamic interaction of affect and congition |
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affect |
how you feel |
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cognition |
how you think |
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signaling phenomena |
tell us something about the product through both affect and cognition |
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dynamic |
things are always changing |
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four steps of studying consumer behavior |
1.approach 2.care disciplines 3.primary objectives 4. primary methods |
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Stimuli |
something that gets a reaction from your senses |
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overt |
can see the behavior |
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covert |
cant see the behavior |
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reciprocal system |
element can be either cause or effect of a change to any particular time |
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What is at the center of the wheel |
marketing strategy |
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four levels of consumer analysis |
1. societies 2.industries 3.market segments 4.individual consumers |
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Arousal |
having interest in something |
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concrete attribute |
Tangible |
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abstract |
like a blanket giving wartm |
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Functional consequence |
tangible outcome from using product. happens directly
drinking pepsi eliminates thirst |
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psychosocial consequences |
psychological or social effect
how you feel about using the product |
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means ends chain |
links consumers and values |
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itgintrinsic self relevance |
consumer means end knowledge stored in memory |
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situational self relevance |
physical or social environment that activates values
50% of sign |
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attributes |
characteristic of a product |
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benefits |
desirable outcomes consumers seek |
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involvemenrt |
degree of personal relevance a product has for a consumer |
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perceived risk |
expected negative consequence of performing an action |
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values |
cognitive representation of importance |
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accretion |
adding knowledge to an associative network |
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metaphors |
expression that helps understand one thing in terms of another |
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schema |
see a big animal with for legs and being told its a horse but then calling cows horse |
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script |
what you are suppose to say in a situation
hello how are you good how are you |
