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34 Cards in this Set
- Front
- Back
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steps in the decision making process
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1- problem recognition
2- information search 3- evaluation of alternatives 4- product choice 5- postpurchase evaluation |
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Routine Response Behavior
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leads to limited prob solving leads to extensive prob solving
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levels of customer engagement
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mission, price, integrity, competence
NOT SATISFACTION |
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3 things consumer can be involved with
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1- advertisements
2- products 3- purchase decisions |
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Perceived risk
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the belief that chioce has potentially negative consequences, either financial, physical, or social
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Types of pereived risks
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monetary, functional, physical, social, psychological
NOT CULTURAL |
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3 potential states of problem recognition
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1- no problem
2- opportunity recognition 3- need recognition |
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Internal Search
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an information search in which buyers search their memories for information about products that might solve their problem
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external search
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an information search in which buyers seek information from outside sources
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What is the link between these and word of mouth behaviors
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word of mouth are very credible and have great influence
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heuristics
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a mental rule that leads to a speedy decision by simplifying the process
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brand loyalty
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perhaps the most common heuristic, it is a pattern of repeat product purchases, accompanied by an underlying positive attitude toward the brand, that is based on the belief that the brand makes products superior to its competition
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country of origin
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another heuristic wherein one assumes that a product has certain characterisitics if it is from a certain country. often based on ethnocentrism
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ethnocentrism
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the tendency to prefer those products or people of one's own culture than those of other countries
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customer satisfaction/dissatisfaction
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it is about FULFILLMENT from a marketing exchange
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CUSTOMER SATISFACTION MODEL
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quality - value - satisfaction - loyalty
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3 primary factors that influence consumers decision making
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internal, social, situational influence
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Internal influences
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- perception
- motivation - learning - attitudes - personality - age groups - lifestyle NOT ADVERTISING (EXTERNAL) |
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Order of influence
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Exposure - attention - interpreation
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selective exposure
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the process of selecting inputs to be exposed to our awareness while ignoring others.
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selective distortion
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an individual's changing or twisting of info when it is inconsistent with personal feelings or beliefs
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selective retention
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remembering info inputs that support personal feelings and beliefs and forgetting inputs that do not
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hierarchy of needs
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self actualization - ego needs - belongingness - safety - psychological
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ego needs
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cars, furniture, credit cards, country clubs, liquor
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operant conditioning
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learning that occurs as the result of rewards or punishments
ex sales promotions |
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stimulus generalization
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behavior caused by a reaction to one stimulus occurs in the presence of the other, similiar stimuli.
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a person's attitudes has 3 components
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affect = the feeling component of attitudes, and refers to overall emotional response a person has to a product
cognition - the knowing component, the beliefs or knowledge a person has about a product and its important characteristics behavior - the doing component, involves a person's intention to do something LEARNING IS NOT ONE |
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Personality traits relevant to marketing strategies
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Innovativeness, materialism, self-confidence, sociability, need for cognition ( degree to which a person likes to think about things and expend necessary effort to produce brand info)
ATTITUDE IS NOT |
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2 primary dimensions underlying the VALS segmentation
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primary motivation (horizontal)
resources (vertical) |
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2 dimensions that effect whether a shopper will react positively or negatively to a store environ
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arousal and pleasure
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Time poverty
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the belief of many consumers that they are more pressed for time than ever before
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3 forms of reference groups
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- information
- utilitairian - value-expressive NOT ATTITUDINAL |
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Specific types of virtual communities that are influencing the ways businesses operate
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- multi user dungeons
- chat rooms, rings, and lists - boards -blogs -protest sites |
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main reason for keeping a blog
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creative expression and sharing of personal experience
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