Cis Exam 3 Ch. 6

Front 1

Consumer Behavior

Back 1

a social science discipline that attempts to model and understand the behavior of humans in a marketplace

Front 2

Culture

Back 2

shapes basic human values, wants, perceptions and behaviors

Front 3

Subculture

Back 3

subset of cultures that form around major social differences

Front 4

Direct Reference Groups

Back 4

one's family, profession or occupation, religion, neighborhood, and schools

Front 5

Indirect Reference groups

Back 5

one's life cycle stage, social class, lifestyle group

Front 6

Opinion Leaders (viral influencers)

Back 6

influence the behavior of others through their personality, skills, or other factors

Front 7

Lifestyle Group

Back 7

an integrated pattern of activities, interests and opinions

Front 8

Psychological Profile

Back 8

set of needs, drives, motivations, perceptions and learned behaviors

Front 9

Psychographic Research

Back 9

divides a market into different groups based on social class, lifestyle, and/or personality characteristics

Front 10

The most important factors in predicting buyer behavior were...

Back 10

1. Looking for product information online 2. leading a "wired lifestyle" (one where consumers spend a considerable amount of their working and home lives online) and 3. recently ordering from a catalog

Front 11

Clickstream behavior

Back 11

the transaction log that consumers establish as they move about the Web, from search engine to a variety of sites, then to a single site, then to a single page, and then finally to a decision to purchase

Front 12

The largest factor preventing more people from buying online is....

Back 12

"trust factor" (credit card info, personal info, unwanted email, pop up ads), secondary factors are "hassle factors" like shipping costs, returns, etc

Front 13

How can sellers deal with trust issues?

Back 13

develop trust by building a strong reputation for honesty, fairness and delivery

Front 14

Feature Set

Back 14

the bundle of capabilities and services offered by the product or service

Front 15

advertising networks

Back 15

ad server selects appropriate ads based on cookies, web bugs and backend user profile databases

Front 16

Cookies

Back 16

a small text file that Web sites place on the hard disk of visitors client computers everytime they visit, and during the visit, as specific pages are visited. Provides Web marketers with a very quick means of identifying the customer and understanding their prior behavior on the site

Front 17

Info Cookies gives about consumers

Back 17

How many people are visiting the site, whether they are new or repeat, how often they have visited, retain items in a shopping cart for purchase

Front 18

Web Bugs

Back 18

tiny (1 pixel) graphic files embedded in email messages and on web sites. Used to automatically transmit information about the user and the page being viewed to a monitoring server in order to collect personal browsing behavior and other personal information

Front 19

Search Engine Marketing

Back 19

Three types 1. keyword paid inclusions ("sponsored links") 2. advertising keywords (google adwords) 3. search engine context ads (google's ad sense)

Front 20

Organic Search

Back 20

earlier form with unbiased application set by search engine

Front 21

Paid Inclusion

Back 21

current form by which search engines charge and guarantee inclusion of a site on its list or result, more frequent visits, and suggestions for improving results of organic searching

Front 22

Keyword Advertising

Back 22

merchants purchase keywords through a bidding process at search sites, and whenever a consumer searches for that word their advertisement shows up somewhere on the page

Front 23

Network keyword advertising (context advertising)

Back 23

publisher (site) accepts ads placed by Google on their Web Sites, and receive a fee for any click-through from those ads. Publisher has no control over what ads are placed on their site but the search engine ensures "relevant" and "appropriate" ads appear. Publisher usually makes half of the money from the clicks.

Front 24

Yield Management

Back 24

managers set prices in different markets, appealing to different segments, in order to sell excess capacity. Airlines exemplify yield management techniques as well as Amazon. Changing prices every few minutes during the day to stimulate demand and maximize revenue.

Front 25

Flash Marketing

Back 25

uses email or dedicated Web site features to notify loyal customers (repeat purchasers) that merchants are offering goods and services for a limited time (usually hours) at very low prices (Airline ticket deals, gilte groupe-luxury goods)

Front 26

Bait and switch

Back 26

dishonest marketing tactic in which a marketer advertises a very attractive price/rate/term that is really a teaser rate meant to attract customers. Once the customer comes into the store/office to inquire about the advertised price/rate (the "bait) the advertiser will attempt to sell the customer a more expensive product (the switch)

Front 27

What percent of people use the internet?

Back 27

77%

Front 28

What percent of people send or read email?

Back 28

61%

Front 29

What percent of people use search engines?

Back 29

59%

Front 30

What percent of people obtain the news from the internet?

Back 30

45%

Front 31

What percent of people use social networking sites?

Back 31

43%

Front 32

What percent of people use the internet to research products and services?

Back 32

28%