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74 Cards in this Set
- Front
- Back
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How will we provide superior customers value to our target market?
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MARKETING STRATEGY
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What 5 charachteristics make up the Marketing Strategy?
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1. Product
2. Price 3. Distributions 4. Services 5. PROMOTIONS |
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What 5 characteristics make up the Marketing Mix?
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1. Product
2. Price 3. Services 4. Distribution 5. COMMUNICATION |
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What is the study of individuals, groups, or organizations and the processes and thE processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.
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Consumer Behavior
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What is a portion of a larger market whose needs differ from the larger market?
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Market Segmentation
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What are the four steps of Market Segmentation?
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1. Identification product-Related Need Sets
2. Grouping Customers w. Similar Need Sets 3. Describing Each Term 4. Selecting an Attractive Segment to Serve |
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List the 5 External Influences?
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1. Culture
2. Demographics and Social Stratification 3. Ethics, Religeon, and Regional Subcultures 4. Families and Households 5. Groups |
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List the 7 Internal Influences.
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1. Perception
2. Learning 3. Memory 4. Motives 5. Personality 6. Emotions 7. Attitudes |
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What is Self-concept?
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It is the totality of an individual's thoughts and feelings about oneself.
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What is the definition of Lifestyle?
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It is how one lives, including the products one buys, how one uses them, why one thinks about them, and how one feels about them.
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What is the result from perceived problems and opportunities?
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Consumer Decision
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Consumer Problems arise in specific situations and the nature of the situation influences the resulting ________ _________.
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Consumer Behavior
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What is Culture?
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is the complex whole that includes knowledge, belief, art, law, morals, customs, and any other capabilities and habits acquired by humans as members of society.
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CULTURES ARE NOT STATIC.
TRUE or FALSE? |
TRUE
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CULTURAL VALUES give rise to ______ and associated _______, which in turn influence consumption patterns.
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norms
sanctions |
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Time, Etiquette, Things, Agreements, Relationships, Symbols, and Space are examples of what?
Non-verbal communication or Verbal communication? |
Non-verbal communication
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What are symbols?
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Colors, animals, shapes, numbers, and music have varying meanings across cultures.
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Americans tend to form relationships and friends quickly and easily.
TRUE or FALSE? |
TRUE
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CHINESE relationships are much more complex than they are in America and they are characterized by what?
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GUANXI
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What is the definition of THINGS?
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The cultural meaning of things leads to purchase patterns that one would not otherwise predict.
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What is Etiquette?
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The generally accepted ways of behaving in social situations.
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Demographics are both a result and a cause of Social Values.
TRUE OR FALSE? |
FALSE.
Demographics are both a result and a cause of Cultural Values. |
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The definition of Demographics is what?
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a population in terms of its size, structure, and distribution.
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What percent of Americans Believe that Environmental Quality is Getting Worse?
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67%
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What are Cultural values?
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widely held beliefs that affirm what is desirable.
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Observable shifts in behavior, including consumption behavior, often reflect underlying shifts in What?
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Cultural Values
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What type of values reflect a society’s view of the appropriate relationships between individuals and groups within that society.
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Self-Oriented Values
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What type of values prescribe a society’s relationship to its Economic and Technical as well as its Physical Environment.
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Environment-Oriented Values
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Religious/Secular
Sensual Gratification/Abstinence Postponed/Immediate Gratification Hard work/Leisure Material/Nonmaterial Active/Passive These are what type of values? |
Self-Oriented Values
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Cleanliness
Tradition/Change Risk Taking/Security Problem Solving/Fatalistic Admire/Overcome Nature Performance/Status These are what type of values? |
Environment-Oriented Values
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What type of values reflect a society’s view of the appropriate relationships between individuals and groups within that society?
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Other-Oriented Values
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Individual/Collective
Diversity/Uniformity Limited/Extended Youth/Age Competition/Cooperation Masculine/Feminine These are what type of values? |
Other-Oriented Values
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These are examples of what type of Marketing?
(1) developing products whose production, use, or disposal is less harmful to the environment than the traditional versions of the product (2) developing products that have a positive impact on the environment (3) tying the purchase of a product to an environmental organization or event. |
GREEN MARKETING
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What is Cause-Related Marketing?
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is marketing that ties a company and its products to an issue or cause with the goal of improving sales or corporate image while providing benefits to the cause.
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The gay market is estimated to be approximately WHAT% of the adult U.S. population, or 15.3 million people over age 18.
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7%
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Today, women influence 80% of all vehicles sold.
True or false? |
True
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What are the 4 types of Marketing Segmentation for Women?
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1. Traditional Housewife
2. Trapped Housewife 3. Trapped Working Woman 4. Career Working Woman |
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Women consume what types of media?
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General women's, parenting/child rearing, health, home/home service, epicurean
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Men consume what types of media?
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General Men's, Automotive, Fishing/Hunting, Sports, Motorcycles
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What are the Top 5 brands in terms of Word of Mouth in the U.S.?
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1. Toyota
2. Wal-Mart 3. Honda 4. iPod 5. Chevrolet |
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A group is defined as what?
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two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behaviors are interdependent.
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A reference group is what?
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a group whose presumed perspectives or values are being used by an individual as the basis for his/her current behavior.
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What are Four criteria that are particularly useful in classifying groups:
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1. Membership
2. Strength of Social Tie 3. Type of Contact 4. Attraction |
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Four Guiding Principles when being apart of groups?
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1. Be transparent
2. Be part of the community 3. Adapt efforts to fit nature of site 4. Take advantage of the unique capabilities of each venue |
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1. Informational Influence
2. Normative Influence 3. Identification Influence These are three forms of what? |
Reference Group
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An ________ leader is the “go to person” for specific types of information. This person filters, interprets, and passes along information.
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OPINION
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Opinion leadership is category specific.
TRUE OR FALSE? |
TRUE
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What is a Market Maven?
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it is a GENERALIZED market influencer who provides significant amounts of information about various products, places to shop, and so on.
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Roper Starch identifies a group similar to market mavens called ________. They are 10% of population but use broad social networks to influence the other 90%!
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Influentials
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Roper Starch identifies a group similar to internet market mavens called __________. They wield significant online and offline influence.
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E-fluentials
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Strategies designed to generate WOM and encourage opinion leadership include:
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-Advertising
-Product Sampling -Retailing/Personal Selling -Creating Buzz |
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What are Blogs?
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Personalized journals where people and organizations can keep a running dialogue.
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What are Consumer Reviews?
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sites provide consumer product and service reviews in a host of different formats.
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Viral marketing is..?
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an online “pass-it-along” strategy, utilizing electronic communication to trigger brand messages (often via email) throughout a widespread network of buyers.”
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What is the definition of Innovation?
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an idea, practice, or product perceived to be new by the relevant individual or group.
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The manner by which a new product spreads through a market is basically a _______ _____________.
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group phenomenon
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New products can be placed on a continuum from no change to _______ _______, depending on the market’s perception
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radical change
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What is Continuous Innovation?
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Adoption of this type of innovation requires relatively MINOR CHANGES in behavior(s) that are unimportant to the consumer.
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What is Dynamically continuous Innovation?
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Adoption of this type of innovation requires a MODERATE CHANGE in an important behavior or a major change in a behavior of low or moderate importance to the individual.
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What is Discontinuous Innovation?
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Adoption of this type of innovation requires MAJOR CHANGES in behavior of significant importance to the individual or group.
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WHAT ARE THE STAGES IN THE ADOPTION PROCESS?
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Awareness, Interest, Evaluation, Trial, Adoption
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WHAT ARE THE STEPS IN EXTENDED DECISION MAKING?
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Problem Recognition, Information Search, Alternative Evaluation, Purchase, Post-purchased Evaluation
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What are the Factors Affecting the Spread of Innovations?
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(Rates of Diffusion)
Perceived Risk Trialability Type of Group Type of Decision Marketing Effect Observability Complexity Relative Advantage Compatibility Fulfillment of Felt Need |
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These are examples of what?
Concerns about the Ability of Children to Comprehend Commercial Messages Concerns about the Effects of the Content of Commercial Messages on Children Controversial Marketing Activities Aimed at Children Children’s Online Privacy Issues |
CARU – Industry Self-Regulation
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Self-Regulatory Body
The National Advertising Division of the Council of Better Business Bureaus is the primary self-regulatory body of the American advertising industry. TRUE OR FALSE? |
TRUE
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________ is a special unit created by this body to review advertising aimed at children.
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The Children’s Advertising Review Unit (CARU)
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What are the Two Major Issues Relating to Comprehension?
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-Do Children Understand the Selling Intent of Commercials?
-Can Children Understand the Words and Phrases in Commercials? |
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*ringtones
*mobile games *text-in contests are examples of what? |
Mobile Marketing Efforts
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Marketers see younger adults as the next big growth market.
TRUE OR FALSE? |
FALSE
Marketers see younger children as the next big growth market. |
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____ ______ are sometimes referred to as the "Third Screen" b/c they are increasingly integral parts of our life.
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Cell Phones
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The following are commercialization activities as classified by the Consumers Union:
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In-school Ads
Ads in Classroom Corporate-sponsored Educational Materials and Programs Corporate-sponsored Contests and Incentives Programs |
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Two major concerns have emerged regarding internet marketing and children:
Invading children’s privacy Exploitation of children through manipulative sales techniques, e.g., adver-games. |
1. Invading children’s privacy
2. Exploitation of children through manipulative sales techniques, e.g., adver-games. |
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Online privacy relates to collection and use of information from web sites
COPPA passed by Congress in 1998 FTC issued Children’s Online Privacy Protection Rule (a.k.a. The Rule) in 1999 These rules refer to what? |
Children’s Online Privacy Protection Act (COPPA)
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________ is a key aspect of the FTC’s fight against online privacy invasion among children
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Education
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