Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
35 Cards in this Set
- Front
- Back
|
what are the 2 personality traits associated with the most successful brands and what made people feel most bonded to a brand?
|
trustworthiness = causes customers to feel bonded in India, Russia, and Korea
desirability = causes customers to feel especially bonded in Brazil, Mexico, and Spain |
|
|
what are the benefits to studying buyer behavior?
|
1. Gain buyers’ attention
2. Select & target profitable segments 3. Establish defensible positions 4. Keep current customers satisfied (…and repurchasing…and referring… and WOM’ing) 5. Create products/services that satisfy needs (…and wants) 6. Make effective promotional decisions Messaging, Imaging Timing, $ |
|
|
Who Benefits from the study of Buyer Behavior? (Stakeholders)
|
Organizations w/brands
Advocacy Groups Channel members Public Policy Makers Consumers – How will you benefit from studying CB? Academics |
|
|
the four factors that affect acquisition, usage and disposition decisions are..
|
1. pschological core
2. process of making decisions 3. consumer culture 4. consumer behavior outcomes |
|
|
def: consumer behavior
|
totality of consumers decisions with respect to the acquisition, consomotion and disposition of goods, servisices, time, adn ideas the HR personnel
|
|
|
what does the psychological core cover?
|
MAO; exposure, attention, and perception; categorizastion and comprehension of info; attitudes about an offering
|
|
|
def: reference group
|
group of people we compare ourselves with fir info regarding behavior, attitudes, or values
|
|
|
how many people make up a focus group>?
|
6-12
|
|
|
def: ethnographic research
|
in depth, qualitative research using observation adn intervews of consumers in real world surroundings. often used to sudy the meainig that consumers ascribe to a product or consumption phenomenon (coleman grill - backyard oasis)
|
|
|
def: motivation
|
an inner state of arousal with the aroused energy directed at achieving a goal
|
|
|
what are the 3 best uses or reasons for conducting a focus group?
|
Generate associations that consumers have about a brand, product, issue
Test concrete concept (e.g prototyping) Gain feedback on tangible aspects (e.g. packaging, ad layouts) |
|
|
def: associations
|
…the ideas, feelings & sensations around a brand.
|
|
|
def: schema
|
…the set of associations linked to a concept.
|
|
|
what are the 7 diff types of associations? (think banana)
|
attributes, benefits, types of buyers, usage occasions, country of origin, location purchased, prominent brands in the category (chiquita)
|
|
|
when weighing assocations, what are three good things to keep in mind..
|
favorable? unique? strongly held?
|
|
|
what is brand equity?
|
brand awareness and brand assoctiations
|
|
|
misuided associations create brand (hooters air, kellogs streetwear, frito lay lemonade, etc.)
|
dulution
|
|
|
difference between line and brand extension?
|
you should know..
|
|
|
Line Extensions - Advantages ?
|
Leverages existing brand equity
Attracts faster customer awareness & trial Retailers (& Intermediaries) may perceive less risk w/new product carrying familiar brand name Promotional launch costs (particularly advertising) likely to be substantially lower Little need to spend on building Brand Awareness Can be used to enhance shelf space (Billboard effect) |
|
|
Line extension - Disadvantages ?
|
Can dilute or harm existing umbrella brand image (e.g. New Coke)
Potential consumer confusion Rather than adding additional customers, it may spread existing customers over a wider product range May stretch company’s internal resources Cannibalization |
|
|
def: genericized trademark
|
…a brand name or trademark of a successful product, that has come into general use to refer to the generic class of objects rather than the specific brand.
|
|
|
How do you avoid having your trademark become genericized?
|
Use a generic descriptor after the brand name
Kleenex tissues Velcro fasteners Use the term brand immediately after the brand name “I am stuck on Band-Aids, 'cause Band-Aid's stuck on me” “I am stuck on Band-Aid brand, 'cause Band-Aid's stuck on me” Minimize brand name use as a verb “Googling” “Use the Google search engine” |
|
|
what are the tthee diff heirarchiacal structure levles?
|
superordinate, basic, subordinate
|
|
|
How do you defend vs. Cannibalization?
|
Target new usage (e.g. Sharper Image’s Desktop version of its Ionic Breeze air purifier)
Introduce slightly different versions into different channels If possible, keep pricing distance b/w products |
|
|
what 5 resources affect a consumers ABILITY to purchase a good?
|
finances, product knowledge, cognitive style, education and age, complexity of information
|
|
|
def: novices
|
look at "benefits" of a good
|
|
|
def: experts
|
look at "attributes" or "features" of a good
|
|
|
opportnity is defind by what three things?
|
time, distraction, amound and repetition of information
|
|
|
whats the diff between organic and paid searches on google?
|
paid = paid by retailer or website owner
organic = comes to hte top of hte search list becuase it has the most hits or is the most popular |
|
|
how does the online consumer differ from teh offline consumer?
|
the online is most likely im the research stage of buying, and is more price focused
|
|
|
def: marketing stimuli
|
messages and info about products and brands communicated by the marketing and/or non-marketing sources
|
|
|
def: exposure
|
the process by which the consumer comes into contact with a stimulus
|
|
|
what are the 6 marekting elements the affect exposure?
|
product distribution, shelf placement, packaging, tv commercial timing, position of a print ad, ad size (only for print)
|
|
|
what is the COST PER THOUSAND (in ad sizes) formula?
|
CPM = (cost of ad space / circulation) x 1000
|
|
|
def: attention
|
while exposure reflects whether consumers encounter a stimulus, attention reflects how much mental activity they devote to it
|
