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26 Cards in this Set
- Front
- Back
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Goals
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1. Generic categories to fill needs
2. brand specific goals ex: I want a car, I want a mercedes |
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Motivation
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Inner drive towards goals
1. Physical 2. Emotional |
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Research Ethics
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- Expect dilemmas
- Willing and informed - Employ procedure - No harm - No deception - DeBrief!!! |
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International Research
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Socioculture differences in perceptions, attitudes, preferences, behaviors
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BRONS: survey guideline
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Brevity, Relevancy, Objectivity, Non-ambiguity, Specify
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Qualitative Research
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Why? Subjective!
Ex: Focus groups, interviews |
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Quantitative Research
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Descriptive, numerical, enables "prediction"
Ex: experiments, survey, observation |
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Perceptual Mapping
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1. Who are competitors?
2. How are they perceived? 3. What do consumers prefer? 4. How should you position? |
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Product Positioning
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How the brand is perceived and evaluated by targets
Ex: Volvo = Safety |
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Niche/Concentrated Segment
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Focused on 1 target market
Ex: Whole Foods, Hot Topic |
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Multi-Segment
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2 or more markets where segmenting occurs
Ex: The gap, which owns BR and ON |
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Undifferentiated Segmentation
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Mass marketing to a general market
Ex: Wal*Mart = big variety/low price |
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Segmentation Criteria
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Measurable, accessible, responsive
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Behavior Segements
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1. Benefit
2. Usage 3. Occasion |
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Psychographic Segments
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Lifestyles, political beliefs, attitudes, interests
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Demographic Segments
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Age, sex, income, population, education, religion, family size
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Geographic Segments
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Nations, states, regions, countries, cities, neighborhood
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Differentiation
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Offering something that competitors do not; a unique value
Ex: Benetton |
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Mass Customization
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Cost effective tailoring to particular customers
Ex: Dell |
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Segmentation
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Dividing a general market into smaller groups
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Terminal Values
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Long-term life goals
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Instrumental Values
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Short-term values
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Rituals
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Symbolic Activity
> Possessions/grooming |
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Acculturation
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The learning of a foreign culture
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Enculturism
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The learning of your culture
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Cultural Symbols
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Objects which represent beliefs and values
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