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27 Cards in this Set
- Front
- Back
Consumer Behavior
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-set of value seeking activities that take place as people go about addressing realized needs
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Want
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-way a consumer goes about addressing a recognized need
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Exchange
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-acting out of the decision to give something up in return for something of greater value
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Costs
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-negative results of consumption
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Benefits
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-positive results of consumption
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Consumption
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-process by which goods, services, or ideas are used and transformed into value
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Consumer Behavior as a Field of Study
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-study of consumers as they go about the consumption process
-the science of studying how consumers seek value in an effort to address real needs |
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Social Psychology
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-study that focuses on the thoughts, feelings and behaviors that people have as they interact with other people
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Cognitive Psychology
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-study of the intricacies of mental reactions involving information processing
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Marketing
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-the multitude of activities that facilitate exchanges between buyers and sellers
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Consumer Orientation
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-putting consumer value and satisfaction above all other concerns
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Market Orientation
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-embodies the importance of creating value for customers among all employees
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Relationship Marketing
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-activities based belief that the firm's performance is enhanced through repeat business
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Touchpoints
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-direct contacts between the firm and the consumer
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Resource Advantage Theory
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-theory that explains why companies succeed or fail
-the firm goes about obtaining resources from consumers in return for the value the resources create |
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Attribute
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-product feature that delivers a desired consumer benefit
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Product
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-potentially valuable bundle of benefits
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Undifferentiated Marketing
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-plan wherein the same basic product is offered to all customers
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Product Orientation
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-approach where innovation is geared primarily toward making the production process as efficient and economic as possible
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One to One Marketing
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-plan wherein a different product is offered for each individual so that each customer is treated as a segmented one
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Niche Marketing
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-plan wherein a firm specializes in serving one market segment with a particularly unique demand characteristic
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Interpretive Research
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-approach that attempts to explain the inner meanings and motivations associated with specific consumption experiences
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Qualitative Research Tools
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-means for gathering data in a relatively unstructured way
-focus groups -clinical interviews |
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Researcher Dependent
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-subjective data which requires the researcher to interpret the meaning
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Phenomenology
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-qualitative approach
-study of consumers that relies on interpretation of the lived experiences associated with some aspect of consumption |
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Ethnography
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-qualitative approach
-study of consumers that relies on interpretation of artifacts to draw conclusions about consumption |
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Quantitative Research
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-approach that addresses questions about consumer behavior using numerical measurement
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