Consumer Behavior Exam 1

Front 1

secondary data

-def.
-2 types

Back 1

def: data and facts researched PRIOR to your project

2 types: internal & external

internal ex. financial statement

external ex. U.S. census report

Front 2

primary data

-def.
-2 types

Back 2

def: data and facts newly conducted for the project

2 types: observational & questionnaire

Front 3

projective technique

-def.
-ex.

Back 3

def: when you ask different questions that lead you to the answers of your research.

+: you don't ever directly ask the question you are researching, but a series of relevant questions for unbiased results

ex. Merchants of Cool: a picture of yourself with multiple descriptors.

Front 4

non-comparative rating

Back 4

Still compare, but not use another competitor

Front 5

comparative rating

Back 5

Compare against a competitor

Front 6

semantic differential

-def.
-ex

Back 6

rate an attribute with bipolar boundaries

ex./ circle x. Rate car. fast x x x x x x slow

Front 7

likert scale

-def.
-ex.

Back 7

def: indicate degree of agreement/disagreement

ex./The service at Macy’s is not satisfactory.
Strongly Agree

Agree

Neither Agree nor Disagree

Disagree

Strongly Disagree

Front 8

___ ____ are a portion of the larger market whose ____ differ somewhat from the larger market.

Back 8

Market segment
needs

Front 9

80/20 rules

Back 9

-general idea of sales from small portion of ppl

-80% of sales from 20% of customers

Front 10

product differentiation

-def.
-what do firms use this for?
-ex.

Back 10

def: feature and quality variation among brands

Firms ADJUST MARKETING MIX ACTIVITIES so that consumers PERCEIVE their product differently than competing products.

ex. soda: can/bottle/20oz/glass

(all these containers give consumer a different experience/make the consumer think of the product differently)

Front 11

Customer Value

-def.

Back 11

the difference between all the
benefits derived from a total
product and all the costs of
securing those benefits.

Front 12

culture concept

-diagram

Back 12

cultural values=>norms and sanctions=>consumption patterns

Front 13

norms

-def.
-ex

Back 13

appropriate behavior in a place

ex. wearing clothes

Front 14

sanctions

-def.
-ex

Back 14

penalty for defying norm

ex. jail

Front 15

other-oriented values

-def.
-ex

Back 15

the SOCIETY'S VIEW of relationships between ind. and groups within society

ex. masculine/fem. ind./collective

Front 16

self-oriented values

-def.
-ex

Back 16

INDIVIDUAL WITHIN SOCIETY'S approaches to a desirable life

ex. religion, abstinence/sex

Front 17

Postponed/Immediate gratification

other- OR self-oriented value?

Back 17

self-oriented value

Front 18

Material/Nonmaterial

1. other- OR self-oriented value?
2. ex. of changing values

Back 18

1. self-oriented value

2. used to be show off wealth::ferrari
-but during recession, celebrities dressed down at grammys

Front 19

environmental values

-def.
-ex

Back 19

relationship with economic, technical, physical environment.

-cleanliness, change, problem-solving

Front 20

instrumental values

-def.
-ex

Back 20

individual's values that help you achieve your ending goal/feeling

ex./ polite and helpful help me achieve social recognition

Front 21

purchasing power parity

-US vs. UK

Back 21

UK can afford LESS than US...even know make the same amount of money (GDP)

Front 22

Back Translation

Back 22

a way to double check translation errors.

english translator 1 into spanish=>spanish translator 2 back to english

Front 23

cause related marketing

-def
-ex

Back 23

def: when a company ties in a cause to boost sales or corporate image, but also provides benefits to cause.

ex. RED campaign ipod, susan komen breast cancer on chip bags

Front 24

demographics

-5 elements

Back 24

P opulation
O ccupation
E ducation
I ncome
A ge

Front 25

ppl in US

Back 25

310 million

Front 26

age cohort

-aka
-def
-ex

Back 26

-generation

-group of people who have experienced a common social,
political, historical, and economic
environment.

-ex/ baby-boomer

Front 27

gross income =

disposable income =

discretionary income =

Back 27

gross income = INCOME EARNED

disposable income = GROSS INCOME-TAXES

discretionary income = DISPOSABLE-NECESSITIES

Front 28

target segments

-what to look at (4 elements-SNSM)

Back 28

S-current & expected size
N-ability to address needs vs. competitor
S-cost to service segment (i.e. hire vale parking?)
M-compatible with mission statement

Front 29

standardize vs. adaptation marketing mix to subcultures

Back 29

standardize- reduce costs (toothpaste)

adaptation- adapt to specific markets (i.e. subcultures) to enhance effectiveness (ex. covergirl makeup)

Front 30

mavens

Back 30

are experts in an area

Front 31

3 types of influence

-name
-ex.

Back 31

informational- amazon reviews

normative- ad tells you that you smell bad to your friends, so you buy deodarant

identification- i notice my friends eat healthy, so i think they are good for me so i eat them.

Front 32

Continuous Innovation

Back 32

MINOR change in consumer behavior, UNIMPORTANT to consumer

ex. getting a new DVD player to replace old one

Front 33

Dynamically continuous Innovation

Back 33

MODERATE change in an IMPORTANT consumer behavior, MODERATE importance to consumer

Front 34

Discontinuous Innovation

Back 34

MAJOR changes to behavior, significane importance

ex. microwave

Front 35

sampling method of collecting primary data

-2 types

Back 35

probability (random) sample

nonrandom sample

Front 36

experimentation

Back 36

involved changing one or more variables (indep. variable)

Front 37

internal vs. external validity

Back 37

lab experiments - internal

field study - external

Front 38

conjoint analysis

-def.
-ex.

Back 38

-application of experimentation
-determines the IMPORTANCE of evaluative criteria; results in a PREFERENCE CURVE

-ex. laptop design features

Front 39

4 goals of marketing

Back 39

E xposure
A ttention
I nterpretation
M emory

Front 40

1. clickthrough rate

2. people meter

Back 40

1. measuring tool to evaluate EXPOSURE of website

2. TV viewing measuring tool

Front 41

injurious consumption

def
ex

Back 41

when you make a consumption decisions that have negative consequences for Lrun well-being

ex. cigs

Front 42

status crystallization example

Back 42

two ppl earn 100k... one may drive a brand new BMW, other may drive an older jeep.

Front 43

instrumental training

def
ex

Back 43

when a parent specifically and directly attempts to bring about certain responses through reasoning/reinforcement

ex./ parent encouraging juice boxes and limiting soda for consumption

Front 44

mediation

Back 44

when a parent alters child'd initial view of marketing or other stimulus

Front 45

modeling

def
ex

Back 45

when a child learns behaviors by observing parent

ex./ smoking parents = more likely for child to smoke when older

Front 46

consumption subculture

Back 46

A distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity

Front 47

4 criteria to classify a group

(Maybe Ties Can Attract)

Back 47

1.membership (yes/no)
2.strength of social tie (strong....weak)
3.type of contact (direct/indirect)
4.attraction (+/-)

Front 48

3 types of virtual group members

name, ex.

Back 48

leaders - post and respond to messages

participants- active, not deemed by themselves as leaders

lurkers-preuse but not post

ex./think amazon reviews