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86 Cards in this Set
- Front
- Back
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What affects the way we allocate our money?
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general economic conditions.
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A person’s _____________impacts what he/she does with money and on how consumption choices reflect one’s place in society
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Social Class
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Products are used for consumption, but they are also used as...
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Status symbols.
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What are 4 economic indicators of behavior?
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1.)Condom sales are up
2.) Pawn businesses are doing well. 3.) Recipe books (people cooking more, going out less) 4.) People donating sperm and/or eggs. |
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Why does the average American’s standard of living continue to improve? (2 factors)
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1.) An increase of women in the workforce
2.) Increases in educational attainment |
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What is Discretionary Income?
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The money available to a household over and above what it requires to have a comfortable standard of living (about 400 billion dollars per year in the US)
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Consumers spend more on ________ and ______ than they do on food and apparel
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Shelter and transportation.
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Aside from shelter and transportation, households also spend more on....
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Entertainment and education
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What is consumer confidence?
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The extent to which people are optimistic or pessimistic about the future health of the economy
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What does consumer confidence influence?
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How much discretionary income (money) we will pump into the economy.
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What is the overall savings rate affected by?
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1.) Pessimism/optimism about personal circumstances
2.) World events 3.) Cultural differences in attitudes toward savings |
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What is social class determined by?
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Income, family background, and occupation
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What is the dominance-submission hierarchy
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Pecking order or a relative standing in society. Our standing determines access to resources.
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In terms of income and social class, what do marketing strategies focus on?
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Our desire to move up in standing.
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What is homogamy?
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"birds of a feather, flock together"
Assertive mating, or the tendency to marry people in a similar social class to ours. |
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What is the "Capital S" society?
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The richest of the rich (live in the world of inherited wealth).
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Which class in China is currently on the rise?
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Middle Class (thanks to Nike's presence there --> Nike is a huge status symbol.
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How can Japan be defined in terms of consumption and social class?
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Japan is a status- and brand-conscious society
(Single, working women spending on luxury goods) |
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What is social mobility?
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Moving from one social class to another. 3 types:
Horizontal mobility Downward mobility Upward mobility |
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What is the "mass class"
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Consumers who have a purchasing power that allows them to afford big-ticket items.
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What is the overall savings rate affected by?
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1.) Pessimism/optimism about personal circumstances
2.) World events 3.) Cultural differences in attitudes toward savings |
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What is social class determined by?
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Income, family background, and occupation
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What is the dominance-submission hierarchy
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Pecking order or a relative standing in society. Our standing determines access to resources.
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In terms of income and social class, what do marketing strategies focus on?
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Our desire to move up in standing.
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What is homogamy?
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"birds of a feather, flock together"
Assertive mating, or the tendency to marry people in a similar social class to ours. |
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What is the "Capital S" society?
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The richest of the rich (live in the world of inherited wealth).
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Which class in China is currently on the rise?
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Middle Class (thanks to Nike's presence there --> Nike is a huge status symbol.
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How can Japan be defined in terms of consumption and social class?
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Japan is a status- and brand-conscious society
(Single, working women spending on luxury goods) |
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What is social mobility?
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Moving from one social class to another. 3 types:
Horizontal mobility Downward mobility Upward mobility |
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What is the "mass class"
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Consumers who have a purchasing power that allows them to afford big-ticket items.
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What is social mobility?
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The passage of individuals from one social class to another
Horizontal mobility Downward mobility Upward mobility |
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What is occupational prestige?
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It's a way we evaluate someones worth, based on what their job is.
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Is wealth evenly distributed across social classes?
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NO 75% of all wealth is controlled by top 1/5 among the classes
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Is income a good indicator of social class?
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NO; it’s the way money is spent and not how much is spent
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Are money and class synonymous?
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NO! Even those who are earning more tend to buy more of the same product as oppose to upgrading to luxury goods.
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Is social class easy to measure?
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No, it can be very complex and complicated. (Class is also very subjective)
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When marketers try and segment by social class, what are some problems.
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*Status inconsistency
*Intergenerational mobility *Subjective social class * Consumers’ aspirations to change class standing * Social status of working wives |
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For affluent customers, what are their interests/spending priorities affected by?
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Where they got their money, how they got it, and how long they have had it
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Who is the "Noveau" Riches? How do marketers target them?
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The working wealthy, "rags to riches Marketers target them by telling them to "look the part"
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What is Conspicuous Consumption?
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People’s desire to provide prominent visible evidence of their ability to afford luxury goods
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What are subcultures compared to microcultures?
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subcultures are groups that set us apart from others (like race, ethnic backgroud, or residence). Microcultures are groups of people (like 'Tuners' people who fix up cars)
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Research indicates that minorities find an advertising spokesperson from their own group more .... ?
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Trustworthy.
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Anglos are more ___ context while minorities tend to be more ___ context
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Angols are more low context and literal. High context (minorities) are tightly knit and infer meaning thru symbols and gestures.
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De-ethnicization occurs when..?
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When something commonly affiliated with one ethnic group (ex. Bagels with Jewish ppl) becomes widespread in society
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What are the "Big 3" American subcultures? (Many of these have powerful stereotypes affiliated with them)
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African American, Asian American, Hispanic American.
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Spending patterns between blacks and whites are... ?
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Similar.
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Is the Hispanic subculture an important one for marketers?
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YES because they are: brand loyal, highly concentrated geographically by country of origin (easy to reach)
In response, many marketers are rushing to sign Hispanic celebrities/actors and running Spanish-language ad campaigns |
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What is Acculturation?
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Process of movement and adaptation to one country’s cultural environment by a person from another country
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Hispanic consumers are ________ to marketing that emphasizes Hispanic cultural heritage
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Sympathetic ;; Additionally, younger Hispanics are searching for their roots and rediscovering the value of ethnic identity.
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What are some acculturation agents?
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Culture of origin and culture of immigration
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Does religion have a place in marketing?
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YES! Explosion of religion/spirituality in pop culture. Also, many churches now market, "megachurches"
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Although religion has a place in marketing, what is one pitfall of religion in relation to consumption?
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Religious subcultures affect personality, attitudes toward sexuality, birthrates and household formation, income, and political attitudes.
Can greatly affect consumption (church leaders saying boycott this/or that) |
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Marketers try and target specific age cohorts, what is one message they try and convey?
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The feeling of nostalgia
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Who is a figure that can be associated with Gen. Y?
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Eminem
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Puberty/adolescence is a time of uncertainty and the need to belong. How do marketers reach this age group?
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Because choices of activities, friends, and clothes equate to social acceptance, marketers advertise a group of "in" teens using their product.
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What are the 4 basic teen conflicts?
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* Autonomy vs. belonging
* Rebellion vs. conformity * Idealism vs. pragmatism * Narcissism vs. intimacy |
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Tweens are ages 8-14, what are some other important characteristics about them?
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They have significant spending power. Also, they exhibit characteristics of both children and adolescents
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Gen. Y (me!) are also called "echo boomers" and millennials. What are some important characteristics?
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Make up 1/3 of the population. Have much larger spending power than the tweens. Most diverse generation ever, grew up multitasking (texting, IM'ing) and with TVs/computers in the househould. Most raised by single parent/working mother.
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What are some important marketing characteristics?
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They spend on "feel good" products and are typically not brand loyal.
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What are the marketing rules of engagement for teens?
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* Don’t talk down
* Don’t try to be what you’re not. *Stay true to your brand image * Entertain them. Make it interactive and keep the sell short * Show that you know what they’re going through, but keep it light |
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When does brand loyalty begin?
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brand loyalty develops during adolescence, additionally, teen influence of family purchase decisions
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How can marketers reach hard to get (but valuable/important) college students?
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*Online advertising is very effective
* Sampler boxes * Wall media * Spring break beach promotions |
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What are some characteristics of "Grey Market" (older people)
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A market segment thats TYPICALLY neglected by marketers.
However, this is changing because older people are now living longer/healthier lives “Zoomers” = active, interested in life, enthusiastic consumers with buying power. It's the 2nd fastest growing market (just behind baby boomers) |
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Who is "gen X"
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Baby Busters, born between 66-76. They desire stable families, save portion of income, and view home as expression of individuality
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While most advertising campaigns don't recognize the grey market, what is some impact they have?
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MOST brand loyal. Economic health of gray market is good and getting better. They typically spend on: exercise facilities, cruises/tourism, cosmetic surgery/skin treatments, “how-to” books/classes
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What are some key values of the grey market?
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- Independence
- Connectedness - Unselfishness |
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What's is important about senior in terms of segmentation?
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They are easily broken up into subcultures. Well suited for segmentation. Can be identified/located easily
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In terms of seniors spending power, what are some important factors?
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Most older people lead more active, multidimensional lives than we assume. They are finished with many financial obligations (house paid off, children off on their own).
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What are some other important thing marketers need to remember about seniors?
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They must provide more welcoming advertising for mature market.
(Ex. packaging sensitive to physical limitations) |
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are gram negative bacilli found in the oral cavity and intestinal tract as normal flora
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Fusobacterium
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What is culture?
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"Society's personality" -- The accumulation of shared meanings, rituals, norms, and traditions among members
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What does one's culture determine?
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Culture is the lens through which we view products. It determines product priorities and mandates a product’s success/failure.
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What do all three crescive norms combine to do?
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All three crescive norms combine to define a culturally appropriate behavior
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What is a "custom" of crescive norms
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A norm that controls basic behavior (like division of labor in a household)
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What is a "more" (mor-ay) of crescive norms?
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A custom with strong moral overtone (involves 'taboo' or forbidden behavior) For example, marketers showing undergarments in the Middle East.
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What are "conventions" of crescive norms?
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Norms that regulate how we conduct our everyday lives. These rules often deal with the subtleties of consumer behavior (the correct way to furnish a house, host a dinner party, or wear a garment)
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What is a "myth"
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A story containing symbolic elements that represent the shared emotions/ideals of a culture
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Where are myths often found?
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Myths are often found in comic books, movies, holidays, and commercials.
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What are some examples of monomyths?
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Spiderman and Superman
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Many consumer behaviors are rituals, what are rituals?
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Sets of multiple, symbolic behaviors that occur in a fixed sequence and that tend to be repeated periodically
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Consumers often employ a ritual script.. What are these and what's an example?
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Identifies artifacts as well as the sequence in which they are used and who uses them
(For example: Graduation programs, etiquette books) |
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Consumers often employ a ritual script.. What are these and what's an example?
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Identifies artifacts as well as the sequence in which they are used and who uses them
(For example: Graduation programs, etiquette books) |
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What does the before-and-after phenomenon have to do with?
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A consumer's grooming rituals -- the transition from their private self to their public self and back again. Most all consumers have these.
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What are the stages of the gift-giving process?
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Stages of gift-giving ritual
- Gestation Structural vs. emergent motivational event - Presentation - Reformulation Appropriateness of gift and reciprocity norm |
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What does the before-and-after phenomenon have to do with?
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A consumer's grooming rituals -- the transition from their private self to their public self and back again. Most all consumers have these.
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What are the stages of the gift-giving process?
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Stages of gift-giving ritual
- Gestation Structural vs. emergent motivational event - Presentation - Reformulation Appropriateness of gift and reciprocity norm |
