Consumer Behavior Test 2 Set 7

Front 1

What statistical technique you would use for:
Comparing two groups / means

Back 1

ANOVA / t-test
The statistic of choice for experiments

Front 2

What statistical technique you would use for:
Evaluating effect of independent variables on a dependant variables

Back 2

regression
The (predictive) statistic of choice for surveys

Front 3

Products
Promotions
Prices
Distribution (Place)

Back 3

the 4 p's

Front 4

segmentation is driven by

Back 4

data

Front 5

Evaluate attractiveness of each segment.
-------- as opposed to strictly data-driven
Select target segments

Back 5

strategic

Front 6

1. Unique (“Only product/service with XXX”)
2. Difference (“More than twice the [feature] vs. [competitor]”)
3. Similarities (“Same functionality as [competitor];  lower price”)

Back 6

Three ways to position an offering:

Front 7

What you do to an offering): Creating tangible or intangible differences on one or more attributes between a focal offering and its main competitors.

Back 7

Differentiation

Front 8

(What you do to the minds of customers): A set of strategies a firm develops to differentiate its offering in the minds of its target customers. Successful positioning will result in the offering occupying a distinct, important, and sustainable position in the minds of the target customers.

Back 8

positioning

Front 9

Techniques that enable managers to develop differentiation and positioning strategies by helping them to visualize the competitive structure of their markets as perceived by their customers. The maps are derived from data of customer perceptions of existing products (and new concepts) along various attributes, perceptions of similarities between brands, preferences for the products, or measures of behavioral response of customers toward the products.

Back 9

Mapping:

Front 10

positioning key concepts

Back 10

differentiation, positioning, mapping

Front 11

Internal Validity
External Validity
Construct Validity
Statistical Conclusion Validity

Back 11

types of research validity

Front 12

When the ad is ---- – the receiver is personally affected and motivated to respond

Back 12

relevant

Front 13

different types of conflicting needs

Back 13

Approach-Avoidance-you want to engage in behavior but also avoid it.
Approach-Approach-choosing between two or more equally desirable options
Avoidance-Avoidance-choosing between two equally un desirable options