Marketing 210

Front 1

Consumer Behavior

Back 1

individuals/groups getting, using, disposing of
products/ideas/experiences  thru use of information
- External Influences – culture/demographics/social status/reference groups/ family
- Internal Influences – perception, learning, memory, motives, personality

Front 2

Cycle of Consumption

Back 2

production acquisition consumption disposal

Front 3

Decision Process

Back 3

problem recognition --> info search alternative eval
purchase post-purchase

Front 4

- Prospectors

Back 4

focus on innovation/change is flexible, usually w/ younger managers

Front 5

- Defenders

Back 5

narrow product market, stable customer group, older managers

Front 6

- Analyzers

Back 6

price leadership strategy, low cost/low price

Front 7

- Reactors

Back 7

no consistent strategy

Front 8

Effective Segmentation Criteria

1) Measurability
2) Substantiality
3) Accessibility
4) Responsiveness

Back 8

1) Measurability – can purchasing power of potential segment be identified/measures
2) Substantiality – is segment large enough to warrant separate marketing
3) Accessibility – can targets be reached/served
4) Responsiveness – does segment respond to marketing mix?

Front 9

How Culture is Learned

Socialization
Enculturation
Acculturation

Back 9

• Socialization – process of learning norms/values of a culture
• Enculturation – learning culture by growing up in it
• Acculturation – learning culture thru indirect experience of others

Front 10

Cultural Values
\Instrumental values
Terminal Values

Back 10

Instrumental values – shared beliefs about how ppl should behave (ambition)
Terminal Values – desirable life goals (safety, self respect)

Front 11

Green Marketing

Back 11

1) develop products which production/use/disposal is less harmful to environment than similar products
2) develop products w/ a positive impact on environment
3) tying product w/ environmental cause/activity (General Mills, 150k to National Parks Foundation)
4) environmentally friendly – environmentally safe, claim must be supported by proof on label
5) Sustainability – methods that are a) profitable for farmer. b) environmentally sound. c) socially responsible

Front 12

Cause-Related Marketing (Social Marketing)

Back 12

application of marketing to advance a cause such as a charity, ideology, or activity in order to benefit firm and support cause
-creates behavior in consumer they will “feel good” “be a good person”

Front 13

Cause-Related Marketing Responsiveness

Back 13

- Skeptic – doubts CRM is legit, CRM has minimal impact on cause
- Balancer – believes in CRM, but doesn’t go out of their way for the cause
- Attribution-Oriented – concerned w/ motives of CRM, Credibility important
- Socially-Concerned – driven by desire to help

Front 14

Upper Class

Back 14

- Upper-upper class – aristocratic families, social elite, leadership of community/civic activities
- Lower-upper class – new-rich/generation of success (split – some save, some spend) Conspicuous Consumption – purchases to reflect wealth
- Upper-Middle Class – no family status or unusual wealth, occupation/edu important. Business ppl, managers concerned w/ keeping high quality of life for their children

Front 15

Middle Class

Back 15

- Middle Class – white collar (office worker, teacher) high-paid blue collar (plumbers, supervisors) have Average income, concerned w/ what neighbors think (respectability) crime/drugs are destroying “traditional values”
- Working Class – skilled/semi-skilled factory/service/sales workers, not deeply invested, moderate home, cant afford to move

Front 16

Lower Class

Back 16

- Upper-lower Class – poorly educated unskilled laborer, most w/ 50wk/yr minimum wage job, no savings/financial planning
- Lower-lower class – low education/income, unemployed for long periods of time. Look for support from government/ non-profit orgs

Front 17

Reference Group

Back 17

or comparison group, is a group whose presumed perspectives, attitudes, or behaviors are used by an individual as the basis for his or her perspectives, attitudes, or behaviors.

Front 18

Group Classifications

1) Membership
2) Strength of Social Tie
3) Primary Groups
4)Secondary Groups

Back 18

1) Membership – you’re a member or not, members feel more secure
2) Strength of Social Tie – closeness/intimacy of group
Primary Groups – family/friends w/ strong ties and large influence
Secondary Groups – professional/neighborhood association, less-frequent interaction

Front 19

Types of Reference Groups

• Avoidance –
• Disclaimant – • Aspirational – • Contractual –

Back 19

• Avoidance – negative perception w/ non-membership
• Disclaimant – negative perception w/ membership
• Aspirational – positive perception w/ non-membership
• Contractual – positive perception w/ membership

Front 20

Interpersonal Influence

Back 20

when thinking/behavior is altered due to other persons’ accidental/expressed/rhetorical communications (Interpersonal is pervasive, not trying to convince anyone of anything)

Front 21

 Normative (Utilitarian) Influence

Back 21

occurs when an individual fulfills others’ expectations to gain a direct reward or to avoid a sanction

Front 22

 Value-Expressive (Identification

Back 22

Influence occurs when individuals use others’ norms, values, and behaviors as a guide for their own attitudes, values and behaviors.-balance theory

Front 23

 Informational Social Influence

Back 23

occurs when an individual uses the values, norms, and behaviors of others as credible and needed evidence about reality.-informational cues

Front 24

• Common Influence Tactics


Reciprocity
• Consistency
• Commitment
• Scarcity
• Influencer Characteristics

Back 24

• Reciprocity – norm that ppl desire to repay perceived debt (unspecified obligations)
• Consistency – related to ppl’s desire to be personally consistant
• Commitment – related to people wanting to adhere to their stated choice
• Scarcity – a short supply increases demand/desire
• Influencer Characteristics – 1) similarity 2) attractiveness 3) liking 4) expertise (opinion leaders, market mavens, innovators)

Front 25

Buying Center 1) Initiator –
2) Gatekeeper
3) Decider –
4) Buyer/Purchasing Agent –
5) User
–

Back 25

1) Initiator – person who identifies the need
2) Gatekeeper – collects/controls info about purchase
3) Decider – determines what product/service to purchase
4) Buyer/Purchasing Agent – physically acquires product
5) User – those who consumer product/service

Front 26

Three Types of Organizational Purchases

Back 26

1) New Task Buys – more money, larger buying center, alternatives considered
2) Strait Rebuys – most common, strive for quick/reliable/consistent loyalty
3) Modified Rebuy – slight alteration on old purchase

Front 27

Consumer Socialization

Back 27

imparting norms/values/beliefs/procedures associated with behaving in different social situations

Front 28

• Direct Socialization

Back 28

parents purposely train kids w/ consumer knowledge

Front 29

• Indirect Socialization

Back 29

passively learning by observing behavior of parents

Front 30

• Co-Shopping

Back 30

children shop with the parents

Front 31

Decision Types

1.• Syncretic (Joint)
2.• Autonomic

Back 31

• Syncretic (Joint) – decisions made by group within household
• Autonomic – decisions made by single household member

Front 32

Role Specialization

Back 32

different decisions made by different ppl within household – helps coordinate purchase/consumption decisions

Front 33

Role Overload

Back 33

when competing demands on time/energy overwhelms member

Front 34

Domestic Groups

Back 34

primary/involuntary unit of social life between the individual and community

Front 35

Families

Back 35

ppl related by blood/marriage/adoption w/ large emotional commitment

Front 36

Households

Back 36

co-resident/activity group  informally adopted family, close friends

Front 37

Family Life Cycle

Back 37

cyclical stages of roles within family during life (stages can be targeted into individual markets)

Front 38

Perception

Back 38

giving meaning to sensory stimuli, how ppl interpret the world around them

Front 39

Sensory Preferences

Back 39

sights, sounds, tastes, smells, that people like more than others

Front 40

Phenomenal Absolutism

Back 40

bias from unrecognizing preferences exist, assume everyone receives sensory the same

Front 41

Sensory Thresholds

1) Absolute Threshold
2) Differential Threshold –
Weber’s Law –

Back 41

1) Absolute Threshold – lowest level of input from senses (unwanted stimuli screened)
2) Differential Threshold – just noticeable difference (JND) – minimum change to detect
Weber’s Law – the stronger the initial stimuli, the greater the intensity needed to perceive as different

Front 42

1) Preattentive Processing

Back 42

preconscious monitoring of senses in the event of shift in attn

Front 43

2) Perceptual Selection

Back 43

portion of stimuli selected for monitoring/focusing attn

Front 44

3) Perceptual Organization

Back 44

how to classify perceptions and apply prior knowledge to reclassify perceptions

Front 45

4) Perceptual Interpretation & Elaboration

Back 45

how ppl derive meaning from sensory input at that moment

Front 46

Learning

Back 46

partly response to preferences (feelings/beliefs about likes/dislikes)
-Feelings/emotions are important part of experience/learning/knowledge
-Emotion – mental evaluation process  mental change

Front 47

• Positive Experience
• Negative Experience
• Peak Experience –
• Transformational Experience
• Anticipated consumption
• Aspiration Gap
• Purchase Experiences
• Consumption Experiences
• Remembered Consumption

Back 47

• Positive Experience – lead to repeat behavior
• Negative Experience – Lead to avoidance behavior
• Peak Experience – dominate wake-time thoughts
• Transformational Experience – changes in how consumers think/feel about themselves and the world
• Anticipated consumption – prepurchase search in response to problem/desire
• Aspiration Gap – difference in consumption level where someone wants to be over what they can afford to be
• Purchase Experiences – buying or acquiring
• Consumption Experiences – Using
• Remembered Consumption – diminishing marginal utility theory

Front 48

Consumer Learning

Back 48

connecting categories to behaviors w/ values in terms of consumer goals

Front 49

Encoding Evidence

Back 49

process that consumer select a word/image to represent perceived object

Front 50

Integration

Back 50

how ppl relate that evidence w/ previous info/beliefs

Front 51

1) Incidental Learning

Back 51

– learned “by accident” subconsciously through repetition

Front 52

2) Learning by Description

Back 52

acquire info through indirect encounters

Front 53

3) Vicarious Learning

Back 53

learning by observing experiences of others

Front 54

Classical Conditioning (Ivan Pavlov)

Back 54

associate neutral object with meaningful
object

Front 55

-Temporal Contiguity Principle

Back 55

stronger ties if events occur closer together

Front 56

-Stimulus Generalization

Back 56

tendency for stimuli to evoke similar responses

Front 57

Operant “Instrumental” Conditioning (BF Skinner

Back 57

behavior shaped by
rewards/punishments in market behavior frequency governed by reinforcements

Front 58

1) Short-term Memory

Back 58

lasts a few min, small storage capacity. Conscious thought, “working memory”

Front 59

2) Sensory Memory

Back 59

stored for a few seconds without attn of person to store it

Front 60

3) Long-term Memory

Back 60

anything retained for more than a few min.
a) Semantic Memory – general, easily recalled “knowledge”
b) Episodic Memory – memories tagged with info of time/place (you remember when something happened)

Front 61

Self-Concept

Back 61

partially collection of images/activities/goals/feelings/roles
-Dependent on specific situations/motives one of many sides influence behavior
-Multiple Self-Concepts – different roles in life: student/son/boyfriend

Front 62

-Multiple Self-Concepts –

Back 62

-Multiple Self-Concepts – different roles in life: student/son/boyfriend

Front 63

Intrapersonal Processes

Back 63

information processing, affect and motivation

Front 64

Interpersonal Processes

Back 64

social perception, choice of interaction strategy, feedback

Front 65

I-Self

Back 65

active observer, the knower, information processor

Front 66

Me-Self

Back 66

the known, observed, pre-constructed self image

Front 67

Looking Glass Self

Back 67

observed from afar

Front 68

Extended Self

Back 68

external objects w/ emotional attachment, “part of yourself”

Front 69

Self-Schemas

Back 69

knowledge database w/ self-concept relevant info
Possible Selves – past/present/future views of self

Front 70

- Self-Narrative

Back 70

coherent, context sensitive experiences guide defined self

Front 71

- Self-Relevant

Back 71

self-schemas used to compare new info to

Front 72

- Self-gifts

Back 72

– frequent messages assuring self boost in self esteem

Front 73

- Desired Selves

Back 73

how a person can/wants to be

Front 74

High Self-Monitors

Back 74

– concerned w/ consistency of behavior in various given situations

Front 75

Low Self-Monitors

Back 75

concerned w/ being themselves in most/all situations

Front 76

Product Constellations

Back 76

groups of complimentary products/brands/activities
(marketing can target segments from demographics/media preferences)

Front 77

VALS 1

Back 77

Needy: 1) Survivors 2) Sustainers
Outer-Directed Goal Oriented: 3) Belongers 4) Emulators 5) Achievers
Inner-directed goal oriented: 6) I am me 7) experiential 8) socially conscious
9) integrated

Front 78

VALS 2

Back 78

segments from control of resources 3 basic motives principles, status, action

Front 79

Japan VALS – 4 dimensions

Back 79

1) Exploration – integrators/sustainers
2) Tradition – tradition- innovators/adapters
3) Self-Expression – self- innovator/adapter
4) Realist – High/Low Pragmatics
5) Achievist – Ryoshiki- innovator/adapter

Front 80

Turkey Lifestyle

Back 80

- Liberals/Trendsetters – college educated, high income, favor western products
- Moderates/Survivors – concerned w/ price over flash/style (male dominated)
- Traditionalist/conservative – also price-minded, unfavorable to western products (female dominated)

Front 81

New Zealand Lifestyle

Back 81

active family values, conservative/quiet lives, educated
liberals, accepted mid-lifers, success-driven extrovert, pragmatic strugglers, social
strivers

Front 82

Chinese Women Lifestyle

Back 82

- conventional women – family is the priority
- contemporary female – work/family balanced is priority
- searching singles – career-concerned, postpone marriage
- followers – low involvement in social/cultural/physical activities

Front 83

Thinkers (formerly Fulfilleds)

Back 83

Thinkers have a moderate respect for the status quo institutions of authority and social decorum, but are open to consider new ideas. Although their incomes allow them many choices, Thinkers are conservative, practical consumers; they look for durability, functionality, and value in the products they buy.

Front 84

Achievers

Back 84

With many wants and needs, Achievers are active in the consumer marketplace. Image is important to Achievers; they favor established, prestige products and services that demonstrate success to their peers. Because of their busy lives, they are often interested in a variety of time-saving devices.

Front 85

Experiencers

Back 85

Experiencers are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing. Their purchases reflect the emphasis they place on looking good and having "cool" stuff.

Front 86

Believers

Back 86

As consumers, Believers are predictable; they choose familiar products and established brands. They favor American products and are generally loyal customers.

Front 87

Strivers

Back 87

As consumers, they are as impulsive as their financial circumstance will allow.

Front 88

Makers

Back 88

They are unimpressed by material possessions other than those with a practical or functional purpose. Because they prefer value to luxury, they buy basic products.

Front 89

Innovators

Back 89

Innovators are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services.

Front 90

Survivors

Back 90

Survivors are cautious consumers. They represent a very modest market for most products and services. They are loyal to favorite brands, especially if they can purchase them at a discount.