Marketing Management Kolter Ch 6

Front 1

Consumer Behavior

Back 1

The study of how individuals/ groups select, buy, use and dispose of goods, services, ideas to satisfy their needs/ wants

Front 2

culture

Back 2

The fundamental determinant of a persons wants/ behaviors

Front 3

subcultures

Back 3

More specific Identification and socialization for members

Front 4

Social Classes

Back 4

relatively homogeneous divisions in society, hierarchically ordered and with members who share similar values

Front 5

Social Factors

Back 5

Reference groups, family, social roles

Front 6

reference groups

Back 6

groups that have a direct or indirect influence on their attitudes or behavior

Front 7

Membership groups

Back 7

groups having direct influence

Front 8

primary groups

Back 8

groups whom the person interacts with farly regularly eg family, friends neighbors or coworkers

Front 9

secondary groups

Back 9

more formal groups with less continuous interaction

Front 10

Aspirational groups

Back 10

Those groups a person hopes to join

Front 11

dissociative groups

Back 11

those who's values or behavior the person rejects

Front 12

opinion leader

Back 12

the person who offers informal advise or information about a specific product or product category

Front 13

family of orientation

Back 13

parents and siblings

Front 14

family of procreation

Back 14

spouse and children

Front 15

roles

Back 15

activities a person is expected to perform

Front 16

status

Back 16

each role connotes a status

Front 17

personal factors

Back 17

age and stage in the life cycle, occupation and economic circumstance, personality and self concept, lifestyle and values

Front 18

personality

Back 18

a set of distinguishing human psychological traits that lead relatively consistent and enduring responses to environmental stimuli.

Front 19

brand personality

Back 19

the specific mix of human characteristics that we can attribute to a particular brand.

Front 20

lifestyle

Back 20

a persons pattern of living in the world as expressed in activities, interests and opinions.

Front 21

multitasking

Back 21

doing two or more things at the same time. for customers who experience time famine.

Front 22

core values

Back 22

the belief system that underlie attitudes and behaviors

Front 23

Psychological processes

Back 23

Freud's unconscious, Maslow's hierarchy of needs, Herzberg's model of consumer behavior.

Front 24

Freud's Theory

Back 24

les conscious cues shape our interpretation of a brand

Front 25

Maslow's theory

Back 25

needs are arranged in a heirarchy from the most to the least pressing:

1. physilogical needs 2. Safety needs 3. Social Needs
4. Esteem Needs 5. Self actualization

Front 26

Herzberg's Theory

Back 26

dissatisfiers and satisfiers

Front 27

selective attention

Back 27

the process of screening most stimuli.
1. people are morelikely to notice a stimuli that relates to a current need
2. people are more likely to notice a stimuli the anticipate
3. people are more likely to notice stimuli whose deviations are larger in relationship to the normal size of stimuli

Front 28

selective distortion

Back 28

the tendency to interpret information in a way that fits our perceptions.

Front 29

Selective retentions

Back 29

we're more likely to remember good points about a product we like and forget good points about a competitive product.

Front 30

Subliminal Perception

Back 30

the customer is not consciously aware but it affects behavior

Front 31

learning

Back 31

induces change in our behavior arising from experience

Front 32

drive

Back 32

strong internal stimulus impelling action

Front 33

Cues

Back 33

minor stimuli that determine when where and how a person responds

Front 34

discrimination

Back 34

learned behavior to recognize differences in sets of stimuli and adjust our behavior accordingly

Front 35

brand associations

Back 35

all brand related thoughts, feelings, perceptions, images, experiences, beliefs, attitudes etc.

Front 36

memory encoding

Back 36

how and where information gets into memory

Front 37

Memory retrieval

Back 37

the way information gets out of memory

Front 38

the buying decision process

Back 38

5 stage model
1. problem recognition 2. information search
3. evaluation of alternatives 4. purchase decision
5 post purchase behavior

Front 39

problem recognition

Back 39

the circumstances that trigger a particular need - Internal or external stimuli

Front 40

Information Search

Back 40

customers either actively or passively search out information about a product to fulfill a particular need.

Front 41

Heightened attention

Back 41

information search state that defines a person who is passively engaged in an information search to fulfill a particular need. Person becomes more receptive to information about a product.

Front 42

Active information search

Back 42

information search state that defines a person who is actively seeking information about a particular product to fulfill a particular need.

Front 43

Information Sources

Back 43

Personal, Commercial, Public, Experiential.

Front 44

Search Dynamics

Back 44

Total set --> Awareness set --> Consideration set --> Choice set --> Decision

Front 45

market partitioning

Back 45

the process of identifying the attributes that guide a customers decision making in order to understand the different competitive forces.

Front 46

Evaluation of alternatives

Back 46

how does the customer process competitive brand information to make the final judgement

Front 47

belief

Back 47

a descriptive thought that a person holds about something

Front 48

Attitudes

Back 48

A persons enduring favorable or unfavorable evaluations, emotional feelings, and action tendencies toward some object or data.

Front 49

expectancy-value model

Back 49

consumers evaluate products and services by combining their beliefs-the positives and negatives- according to importance.

Front 50

Real positioning

Back 50

redesign the product

Front 51

Psychological repositioning

Back 51

Alter beliefs about a brand

Front 52

Competitive depositioning

Back 52

Alter beliefs about a competitors brand

Front 53

positioning

Back 53

alter importance weights, call attention to neglected attributes, shift the buyers ideals

Front 54

noncompensatory models

Back 54

b

Front 55

conjunctive heuristics

Back 55

the consumer sets a minimum acceptable cutoff level for each attribute

Front 56

lexicographic heuristics

Back 56

the consumer chooses the best brand based on the perceived most important attribute

Front 57

Elimination-by- aspect heuristic

Back 57

the customer compares brands on an attribute selected probabilistically

Front 58

intervening factors

Back 58

attitude of others, unanticipated situational factors,.

Front 59

post purchase behavior

Back 59

post purchase satisfaction, post purchase actions, post purchase use and disposal.

Front 60

Consumer involvement

Back 60

or engaging and active processing the consumer undertakes in responding to a marketing stimulus

Front 61

elaboration likelihood model

Back 61

discribes how customers make evaluations in both high and low involvement circumstances.

Front 62

central route

Back 62

attitude formation or change stimulated much thought and is based on the consumers diligent rational consideration of the most important product information

Front 63

Peripheral route

Back 63

attitude formation or change provokes less thought results from the brand association with eith positive or negative peripheral cues.

Front 64

behavioral decision theory

Back 64

studies situations and circumstances that drive customers to make seemingly irrational choices

Front 65

availability heuristics

Back 65

customers base their prediction on the quickness and ease with which a particular example of an outcome comes to mind.

Front 66

Representativeness heuristic

Back 66

customers base their decision on how representative or similar the outcome is to other examples.

Front 67

anchoring and adjustment heuristic

Back 67

consumers arrive at and initial decision and the adjust it based on new information

Front 68

mental accounting

Back 68

refers to the way customers code, categorize, and evaluate financial outcomes of choices.

Front 69

Segregate gains

Back 69

when a seller has a product with more than one positive dimention it is desirable to have the customer evaluate each dimention seperatly

Front 70

integrate losses

Back 70

add losses into a singularity

Front 71

integrate smaller losses with larger gains

Back 71

integrate smaller losses with larger gains

Front 72

segregate small gains from large losses

Back 72

segregate small gains from large losses