Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
36 Cards in this Set
- Front
- Back
|
audience segmentation/ market segmentation
|
the process of identifying and targeting subgroups
|
|
|
target marketing
|
identifying, communicating w/groups of prime prospects
|
|
|
cesus
|
age income race
uses topology integrated geographic encoding and reference system (tiger) |
|
|
geodemographic research companies
|
use census data
organize citizens into subgroups w/names |
|
|
brand
|
a name, term, sign, design, or unifying combo intended to identify and distinguist the product from competing products
|
|
|
_____ is crucial to brand
|
consistency
|
|
|
quaker oats
|
1st trademark bfast cereal
ad has stayed consistent |
|
|
brand differentiation
|
unique product attributes that separate one brand from another
-diff products in same category |
|
|
brand extension
|
new product introduces under an existing brand to take advantage of an existing brand's equity
ad and disad |
|
|
the best advertising
|
focuses on brand not product
increases brand recognition highlights brand differentiation consistent message over time |
|
|
convergence
|
coming together or intersecting different components of some related system
|
|
|
integrated marketing communication
|
the convergence of various communication professions into a single organized marketing vehicle
|
|
|
trademark
|
any device or word that identifies the orgin of a product telling who made it and who said it
formally registering and protecting protects symbolic representation |
|
|
copyrite
|
protect original artistic on literary work
|
|
|
patent
|
protects own invention
|
|
|
trademark loss
|
trademarks must be used with generic classification
bottle-not thermos |
|
|
innovation
|
an idea, practice, or object that is PERCEIVED as new by an individual or other unit of adoption, doens't have to be a new product
|
|
|
diffusion
|
process by which an innovation is communicated through certain channels over time among members of a social system
|
|
|
_____ are more likely to adopt innovations
|
urban cosmopolitans
|
|
|
steps in diffusion of innovation
|
gabriel tarde- french sociologist
iowa corn study- who and why did they everett rogers- first person in diffusion |
|
|
innovators
|
2.5%
venturesome and educated multiple info sources form cliques and small groups not liked by social system |
|
|
opinion leaders/early adopters
|
13.5%
social leaders, popular, educated honest, does it make sense? |
|
|
early majority
|
34%
deliberate, many social contacts just ahead of average person in society |
|
|
late majority
|
34%
skeptical, traditional, lower socioeconomic adopt just after average person concerned things wont work peer pressure |
|
|
laggards
|
16%
social isolates, very skeptical fear of debt local low income |
|
|
relative advantage
|
degree in which an innovation is perceived as better than past items
|
|
|
compatibility
|
how consistent is innovation with existing technology?
|
|
|
factors of rate of adoption (5)
|
relative advantage
compatibility complexity trialability observability |
|
|
critical mass
|
the point at which rate of adoption becomes self-sustaining
|
|
|
precontemplation
|
stage 1 of change
not planning to take action in the next 6 months no plan |
|
|
contemplation
|
stage 2 of change
planning to change in the next 6 months |
|
|
preparation
|
stage 3 of change
change in next 30 days has taken steps to prepare |
|
|
action
|
step 4 of change
has changed for less than 6 months |
|
|
matenance
|
changed more than 6 months
|
|
|
backslide
|
sliding back to previous stage, always a risk
|
|
|
prime prospects consume...
|
80% of consumption is done by 20%
|
