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94 Cards in this Set
- Front
- Back
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Culture
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the sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society
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Theoretical Model of Culture's Influence on Behavior
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W. Says- Focus on the term theoretical- means nobody has proven this model- but it represents what researchers in consumer behavior would feel would be the impact of elements of subjective culture on consumer behavior buying
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Personality
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IS NOT learned, you have your personality when you are born
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Lifestyle Matrix for Global Youth
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The In-Crowd
Network Intelligentsia Thrill Renegades Pop Mavericks |
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Enculturation
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the learning of one's own culture
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Acculturation
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the learning of a new or foreign culture
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How do U.S. marketers target consumers who live outside the U.S. and are adopting parts of the U.S. culture?
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Foreign domestic investment used to be the way to transfer U.S. good foreign- Increasingly export is a tool- it's a growth market to get good over seas.
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Language and Symbols
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-Without a common language, shared meaning could not exist
-Marketers must choose appropriate symbols in advertising -Marketers can use "known" symbols for associations |
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Formal Learning
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Where parents, grandparents, etc teach you
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Informal Learning
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Where you learn through the influence of other kids
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Technical Learning
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Where you learn through the influence of teachers and professors
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Ritual
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A ritual is a type of symbolic activity consisting of a series of steps
-Rituals extend over the human life cycle -Marketers realize that rituals often involve products (artifacts) |
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Sharing of Culture
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-the be a cultural characteristic, a belief, value or practice must be shared by a significant portion of the society
-culture is transferred through family, schools, houses of worship, and media |
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Culture is Dynamic
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-Evolves because it fills needs
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Factors changing culture
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-Technology
-Populations Shifts -Resource shortages -Wars -Changing values -Customs from other countries |
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Moores Law
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-Developed in the middle 1960s, says that the cost per thousand computations for an information-processing device is cut in half every 18 months
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Measurement of Culture
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W. is working on a device to measure this
-content analysis |
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Consumer Fieldwork
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when examining a specific society, anthropologists frequently immerse themselves in the environment under study
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Content Analysis
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A method for systematically analyzing the content of verbal and/or pictorial communication- frequently used to determine prevailing social values of a society
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Field Observation
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1. it takes place within a natural environment; 2. it is performed sometimes without the subjects awareness; and 3. it focuses on observation of behavior
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Participant Observation
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they become active members of the environment that they are studying
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Rokeach Value Survey (RVS)
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a self-administered inventory consisting of 18 "terminal" values (i.e., personal goals) and 18 "instrumental"values (i.e., ways of reaching personal goals)
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List of Values
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asks consumers to identify their 2 most importnat values from a 9-value list (such as, warm relationships with others, sense of belonging, etc)- based on the "terminal" values of rokeach
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VALS
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Values and Lifestyles
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American Core Values
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Building blocks of the American character- achievement and success, activity, efficiency and practicality, progress, material comfort, individualism, freedom, external conformity, humanitarianism, youthfulness and fitness and health
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Subculture
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a distinct cultural group that exists as an identifiable segment within a larger, more complex society
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Examples of Major Subcultural Categories
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nationality, religion, race, age, gender, occupation, social class
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Religious Subcultures
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-200+ organized religious groups in the U.S.
-Primary organized faiths include: protestant denominations, roman catholicism, islam, judaism |
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Regional Subcultures
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Many regional difference exist in consumption behavior- example: westerns=black coffee, easterners=coffee with milk and sugar
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Major Racial Subcultures African American
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13% of the U.S. population
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Major Racial Subcultures Asian American
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-fastest growing racial segment in terms of % growth
-diverse group including 6 major ethnicities -95% live in metropolitan areas and business ownership is high |
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Major Age Subcultures
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Gen Y, Gen X, Baby Boomers, Seniors
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Gen Y
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Three Groups
- Adults 19-28 - Teens 13-18 - Tweens 8-12 |
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Gen X
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Mom- 31-43 years old
Also referred to as Xers, busters, or slackers |
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Baby Boomers
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Dad- 45-63 years old
Not anxious to retire... |
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how seniors use the internet
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like 68% use it to stay in touch with friend and relatives
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Subcultural Interaction
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suggests that marketers should stive to understand how multiple subcultural memberships interact to influences target consumers relevant consumption behavior
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Multinational Firm
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was one that makes a foreign direct investment in a foreign country to produce good for buyers in the foreign country
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Global Trade Agreements
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EU- 27 members
NAFTA- US, Canada, & Mexico |
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WInning Emerging Markets
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you dont' WIN an emergine market- you successfully penetrate it and if there were any winning right now it's be the BRIC- Brazil, RUssia, India & China
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The best Global Brands
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Nokia dropped out and Apple took it's place- 1.Coke, 2.IBM, 3.Microsoft, 4.GE, 5.APPLE 6.Toyota 7.Intel 8.Mcdonalds 9.Disney, 10.Google
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Country of Origin Effects: Positive
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Many consumers may take into consideration the country of origin of a product
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Country of Origin Effects: Negative
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Some consumers have animosity toward a country-
example- peoples republic of china has some animosity to japon, jewish consumers avoid german product |
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Country-of-Design (COD)
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W. Very important in the U.S.
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Country-of-Assembly (COA)
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W. only of secondary importance- there's a derogatory term in international business- where the only thing that takes place in this given country- "screwdrive plants= where only assembly is taken place in a country and nothing else- this is a negative thing!
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Country-of-Part (COP)
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W. the most important factor in driving this where the parts come from! For the US in order for a product to be a US made product-75% of parts must be from the US
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Cross-Cultural Consumer Analysis
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the effort to determine to what extent the consumers of two or more nations are similar and different
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The growing global middle class
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W. What is middle class in china is DRASTICALLY different than that of the US- there is not a unified global middle class- there are different middle classes
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The global teen market
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-there has been growth in an affluent global teenage and young adult market
-they appear to have similar interest, desires and consumption behavior no matter where they live W. text talks about "creatives"="cool group" for teens |
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"creatives"
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tend to values honesty, freedom, and other and do not value wealth, status and other such stuff
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Acculturation- issues dealing with cross-cultural marketing
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-marketers must learn everything that is relevant about the suage of their product and product categories in foreign countries
- Not good advice to advocate that if you become an internatinoal marketer to cause customers to change their traditions-doesn't do any good- cause you're not gonna make any money and you'll offend people on the way |
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World Brand
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Products that are manufacturer packages, and positioned the same way regardless of the country in which they are sold- W. Coke is NOT a world brand- Ikea would be a good example of a world brand
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Diffusion Process
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The process by which the acceptance of an innovation is spread by communication to members of a social system over a period of time
W. Replace social system with market segment |
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Element of the Diffusion Process
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1. the innovation 2. the channel of communication 3. the social system 4. time
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Firm-Oriented
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product is "new" to the company
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Product-Oriented
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approach focuses on the features in-herent in the product itself and on the effects these features are likely to have on consumers' established usage patterns
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Continuous Innovation
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has the least disruptive influence on established patterns- W. product modification that does not involve any change in behavior at all- toothbrush that serves also as a flossing device
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Dynamically Continuous
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W. Still does not change behavior patterns of the buyer but it is more disruptive than the continuous- MP3 player
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Discontinuous
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W. calls a change in buyers behavior- fax machines and internet
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Market-Oriented
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Based on consumer exposure- W. actually how long the product has been on the market
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Consumer-Oriented
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Consumer judges is as "new"- W. Consumers are the ultimate guide- if we say it's a new product, then it is.
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Relative Advantage
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degree to which consumers consider it superior to existing substitutes
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Compatibility
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degree to which consumers feel it is consistent with their present needs, values and practices
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Complexity
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the degree to which it is difficult to understand or use
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Observability
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the degree to which its benefits can be observed, imagined, or described-
W. Ads on TV that have a device to test you for your diabetes- where its using a small amount of blood to where ou can't even feel it |
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Channels of Communication
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-marketer to consumer
-consumer to consumer -influential impersonal sources |
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Purchase Time
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amount of time that passes between when consumers become aware of a product and when they buy or reject it
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Adopter Categories
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-innovator 10%
-early adopters 15% -early majority 30% -late majority 30% -laggards 15% |
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Rate of Adoption
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W. Differs so dramatically from different product types- UK data- it took 38 years for the telephone to fully diffuse through the country
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Adaption Process
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-the stages through which an individual consumer passes in arriving at a decision to try (or not to try), to continue using (or discontinue using) a new product
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Importance of Information Sources
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graph- the relative importance of different types of information sources in the adoption process
-awareness, interest, evaluation, trial, and adoption |
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Extensive Problem Solving
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A lot of information needed, must establish a set of criteria for evaluation
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Limited Problem Solving
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Criteria for evaluation established, fine tuning with additional information
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Routinized Response Behavior
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usually review what they already know
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Economic View
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W. Oldest view in consumer decision making- decision making is rational, all alternative are known to the buyer and the buyer con correctly rank the alternatives in desirability
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Passive View
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W. Submissive to the marketer- just needs to extend a few more ads and they are eating out of your hands- Compulsive and Irrational- very manipulative
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Cognitive View
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W. views the consumer as a thinking problem solver- someone who uses explicit decision rules- and is frequently beset by information overload- satisfying behavior-where they make a decision that is good enough
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Emotional View
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W. Emphasis is placed on the consumer current view and mood- so if they see an advertisement and are in a buying mood then that starts up all kinds of buying activity
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Consumer Decision Making- Getting tested on this!
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Overall diagram of consumer decision making- in this model there's three basic segments input, output and process- but there's a mistake in input- it says Firm's Marketing Efforts- it should be Firms'--- it's not just your firm that's influencing the four P's its ALL firms'
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Process- Need Recognition
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-Usually occurs when consumer has a "problem"
-need recognition styles- actual state and desired state -W. there is a problem whenever there's a difference between the desired state and the actual state- operational definition of a problem |
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Process- Pre-Purchase Search
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-Begins with internal search and then moves to external search
-The impact of the internet -There are many factors that increase search-know these-W. these tend to increase pre-purchase product activity---Product factors, situational factor- when a consumer is buying a new product, social acceptability-when a consumer is buying a gift for someone, Consumer factors- when a consumer is well educated and has high income then that individual is going to engage in more pre-purchase search |
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Conjunctive, disjunctive, or lexicographic
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Conjunctive- where the consumer establishes a min. performance level on each attribute- if a given brand falls below any one min. performance level on any one attribute then the brand is out!
Disjunctive- on the other hand, the disjunctive is kinda the opposite you've got multiple brand and attributes- if a brand scores above on any 1 attribute then it wins Lexicographic- consumer decides on THE most importance attribute- such as price, performance, color- then secondly the consumer then evaluates all available brands based on that attribute ONLY- and which brand scores the highest on that attribute then that's the one that's chosen |
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The Evoked Set
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-For a given consumer the known brands that are acceptable to the consumer would be classified as or known as the evoked set
-Example: when cars would come to mind where you would when you have the income you would realistically thinking about purchasing? So you then list the cars lik honda fit, toyota and they would be your evoked set. |
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Compensatory
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-evaluates each brand in terms of each relevant attribute an then selects the brand with the highest weighted score
-W. where they add up all the attributes and the one with more wins |
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Non-Compensatory
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-Positive eval. of a brand attribute does not compensate for a negative evaluation of the same brand on some other attribute
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Evoked Set- Inept and Inert
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Inept- you know about the brands and they are unacceptable-
Inert-with the inert set it's different- with this you dont have a negative view of the brands in the inert set youre just indifferent- you're inert about it |
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Affect Referral Rule
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someone's says what kind of netbook do you think is the most desirable- you say Dell, and then they say why, is price, performance,a nd tehy say it's just dell- I don't know why, it's just dell- no necessary emphasis on attributes- there's just a global assessment- very widely used!
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Functionally Illiterate Population
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W. the decision process for functionally illiterate consumer- decision heurisitics- that functionally illiterate consumers use- they almost always use a single attribute- just as, i chose the one that cost the least or the one with the biggest can
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Output of Consumer Decision Making
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Purchase Behavior
- trial purchases W. Relate to brand loyalty, will stick with a brand through thick and thin -Repeat Purchases -Long-term commitment- |
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Post-purchase Evaluation
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Acutal performacne matches expectation- neutral feeling
Actual performance exceeds expectation- W. known as consumer delights, positive disconfirmation of expectations |
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Gifting Behavior
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gifting is an act of symbolic communication, with explicit and implicit meanings ranging from congrats, love to regret
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Gifting Relationships
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Intergroup-a group giving a gift to one another
Inter-category-W. relationships between groups and individuals Intragroup-a group giving a gift to itself or its members Interpersonal-an individual giving a gift to another individual Intrapersonal-self gift |
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Relationship Marketing
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marketing aimed at creating strong, lasting relationships with a core group of customers by making them feel good about the company and by giving them kind of personal connection with the business
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Relationship Marketing---
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assess the values of the relationships with an individual by assessing the net present value of the stream of profits attached to that individual- you take a stream of profits over time- like over ten years- and there's a way to analyze this stream and come up with one value
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