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;
81 Cards in this Set
- Front
- Back
|
Moitvation
|
The processes that cause people to behave as they do, involving needs, drives and goals
|
|
|
Involvement
|
Psychological outcome of motivation/ perceived level of personal importance or interest
|
|
|
Goals
|
Ends or aspirations that direct actions
|
|
|
What are the two types of Needs and Motivation
|
- Biogenic needs
- Psychogenic needs - extrinsic motivation - intrinsic motivation |
|
|
What are the 3 types of motivational conflict
|
approach- approach
approach- avoidance avoidance- avoidance |
|
|
What is motivational dynamics?
|
Our social life as source of motivation
- comparison - differentiation - affiliation |
|
|
What are the two classic theories of motivation?
|
- Sigmund Freund
- Abraham Maslow |
|
|
What is the Sigmund Freund theory?
|
- concept of drives
- id/ego/superego |
|
|
What is the Abraham Maslow theory?
|
Concept of need hierarchy
|
|
|
What is Maslow's hierarchy of needs? Out of which what are psychogenic needs and what are biogenic needs?
|
Psychogenic needs:
- self actualisation needs - esteem needs Biogenic needs: - belonging and love - safety needs - physiological needs |
|
|
What are the two parts that contribute to consumer involvement?
|
Motivation: inner drive that reflects goal-directed arousal
Goals: ends or aspirations that direct actions |
|
|
What is Involvement?
|
- psychological outcome of motivation
- perceived level of personal importance or interest |
|
|
What are types of involvement?
|
Cognitive --> Affective
Enduring --> Situational - product involvement - advertising involvement - purchase situation involvement |
|
|
What is flow?
|
- completely involved
- 'being in the zone' - being outside everyday reality - knowing what needs to be done and how well we are doing - skills are adequate to the task - serenity - timelessness - intrinsice motivation |
|
|
What is learning?
|
-A relatively permanent change in behaviour cause by experience
adaptive dependent on value systems, needs, desired dependent on past knowledge can occur unconscious - ongoing - incidental/ vicarious |
|
|
What are the two psychological learning theories?
|
- behavioural learning theories
- cognitive learning theories |
|
|
What are behavioural learning theories?
|
- classical conditioning
- Instrumental/ operant conditioning |
|
|
What are five elements of the Classical conditioning? |
1. UCS unconditioned stimulus 2. CS Conditioned stimulus 3. CR Conditioned response 4. Decay 5. Trials |
|
|
How does marketing apply classical conditioning theory? |
1. Repetition 2. Stimulus generalisation- family branding, brand extensions, licencing, look-alike packaging |
|
|
What are elements of Instrumental/operant conditioning? |
1. Positive reinforcement, negative reinforcement, schedules |
|
|
How does marketing apply classical conditioning theory? |
1. Shaping 2. Reinforcement (fixed interval, variable interval, fixed ratio, variable ratio) |
|
|
What are elements of the Cognitive learning theory? |
1. consciousness 2. Observation 3. modeling |
|
|
What, when and who defined memory? |
Memory is the means by which we draw on our past experiences in order to use this information in the present - Sternberg 1999 |
|
|
What is the memory process? |
- external input - encoding - storage - retrieval mind= computer |
|
|
How do we encode information? |
- grouping - types of meaning (sensory, systematic) - personal relevance |
|
|
How do we store information? |
- sensory memory - attention - short term memory - elaborative rehearsal - long term memory |
|
|
What is consumer research? |
The systematic process of gathering, recording, and analysing data for aid in understanding and/or predicting consumer thoughts, feelings and behaviour. |
|
|
What is the research process |
1. Define problem and scope of project 2. Decide on Research Approach 3. Research Design and Data Collection Method 4. Data Collection 5. Data Analysis/ Interpretation 5. Report Writing |
|
|
What is Secondary data? Give examples |
Secondary data is gathered previously for other purposes eg. statistics New Zealand, Government, Trade Journal, Reports, Newspapers/ Tv, Market Research Firms |
|
|
What is Primary data? Give examples |
Primary data is information gathered specifically for the project eg. Surveys (gathering data by interviewing people) Observation (observing people's actions) Experiments (observing result of changing one variable) |
|
|
What are three research motives? |
1. projective techniques 2. means-end chain and laddering 3. using images |
|
|
What is means-end-chain/laddering? |
- Attributes. Most important attribute of the product - Functional Consequences. Direct advantages and consequences of the attributes of the product - Psychological Consequences. Emotional experiences of advantages - Personal Values. Stable and consistent personal goals |
|
|
What are value chains? |
A company's value chain identifies the primary activities that create value for customers and the related support activities. |
|
|
How does a company set the price of a good or service? |
Firms cost (cost-oriented pricing) + consumers perception of price market/customer- oriented pricing value based pricing |
|
|
What is involved in cost orientated pricing? |
(starting point- company centred view) - product costs - fixed costs - variable costs - total cost |
|
|
What is price? |
- What we pay for a product/service - Amount of money required |
|
|
What is value? |
- Perceived quality and benefits and perceived cost of acquiring and using - Quantitive measure of worth of a product |
|
|
What is involved in the perceived value model? |
- perceived quality (perceived brand name, store name, warranty, country of origin) - Perceived value - Price - Perceived monetary sacrifices -------> willingness to buy |
|
|
What are cues for product value? |
- extrinsic cues (product-related attributes) eg. brand, store name, warranty, guaranteed, country of origin, price - intrinsic cues (product attributes) eg. material used, technical specifications |
|
|
What are the four components of creating customer value? eg. retail outlets |
- form utility - place utility - possession utility - time utility |
|
|
What is the traditional definition of brand? |
A brand is a name, term, sign, symbol or design or combination fo them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors
- a company's face in the marketplace - a point of differentiation |
|
|
What is brand management? |
The act of designing and implementing marketing programs to build and maintain brand equity. - product - price - distribution - communications ---> grown brand equity |
|
|
What is brand equity? |
- perceived quality - name awareness - brand loyalty - brand associations |
|
|
What are four questions for building a brand? |
Who are you? (brand identity) What are you? (brand meaning) What do I think/ feel about you? (brand response) What about you and me? (brand relationship) |
|
|
What are the four stages of brand development? |
1. identity (brand awareness) 2. meaning (points of parity and difference) 3. response (positive, acccessible reactions) 4. relationships (intense active loyalty) |
|
|
What is a brand made of? |
-user -culture -personality -attributes - benefits -values |
|
|
What is the brand equity customer centric view? |
- beliefs, history, sentiment and value consumers attach to a brand - sum of brand meaning and consumers confidence in and loyalty to the brand |
|
|
What is brand identity? |
A unique set of associations that represent what a brand stands for. eg. brand personality, symbols, brand customer relationship, emotional benefits, user imagery, country of origin |
|
|
What is the consumer- brand connections? |
- nostalgic attachment - interdependence - self concept attachment - love |
|
|
Re-defining what a brand is. brand vs lovemark |
brand - differentiation, attributes, promise, static, mass, awareness lovemark - relevance, personality, relationship, dynamic, individual, meaningfulness |
|
|
What is semiotics? |
Process of communication by any type of sign - sign -interpretant -object |
|
|
How meaning is transferred onto possessions |
- consumer rituals - possession ritual - exchange ritual - grooming ritual - divest ritual |
|
|
What are some types of meanings? |
- utilitarian meaning - sacred and secular meaning - hedonic meaning - social meaning |
|
|
What is a transactional marketing relationship? |
- single sales - importance of product - short term - lack of service - moderate contact - quality linked to production "markets of millions" |
|
|
What is a relational marketing relationship? |
- customer retention - importance of customer - long term - emphasis on service - High customer contact - quality is a common concern " millions of markets" |
|
|
What is Consumer centric marketing? |
- Consumers are at the heart of all consumption and production decisions - importance of long-term relationships - "markets as networks of relationships" |
|
|
What are elements of services? |
- Intangibility (lack of physical form) - Perishability (cannot be stored) - Variability (hard to standardise) - Inseparability (production and consumption together) |
|
|
What are the five factors of a service? |
- providers - equipment - facilities - delivery location - contact |
|
|
What are three key characteristics of services? |
- keeping customers, not just getting them - manage customer complaints (service recovery) - develop customer relationships |
|
|
What are some practical aspects of service? |
- reliability - responsiveness - communication - competence - courtesy - credibility - security - empathy - image eg. internet page, uniforms, building |
|
|
What is SDL? |
Service-Dominant Logic The idea of goods as offering "service-like" qualities (Gronroos 1994) -service-like qualities represent the focus of value perceptions - not value-in-exchange but value-in-use -the importance of human interactions in the co-creation of value |
|
|
What is the relationship with brand and services? |
- transitory encounters that are consumed at the point where they are purchased, cannot be easily replicated or owned - service is an experience resulting from an interaction with a product and valued according to the consumer's values |
|
|
What is customer service? |
- expertise and advice, technical support - customer services can add value by offering customers technical support and expertise and advice |
|
|
Why do providers and consumers not agree about a service quality? |
1. there is no such thing as objective quality (judgements are based on someone's perceptions) 2. managers need to find out how customers perceive quality |
|
|
What is perceived quality? |
This involves preferences based on comparative standards, differing among customers and situations, residing in the use or consumption of the product or service. |
|
|
What is the CLC? |
Customer Life Cycle CLC focuses upon the creation and delivery of lifetime value to the customers ie. looks at the products or services that customers NEED throughout their lives. |
|
|
What is CRM? |
Customer Relationship Management When an organisation keeps data on consumption history. |
|
|
What is the practical role of the media? |
To provide neutral, objective coverage of 'events' Provide a 'window on the world' The public interest Social responsibility |
|
|
What is the reality of the role of the media? |
Represent particular views and opinions? Power to persuade by selection? |
|
|
Issues with the Media |
Public vs private Concept of ownership Media conglomerates Delos Wilcox 1900 "who shall be responsible for the newspaper?" |
|
|
What is ideology? |
A set of ideas that structue a group's notion of reality, representations of how individuals and groups see the world A shared set of beliefs, propositions and values |
|
|
What are three types of ideology? |
1. dominant ideology a society is the one which is held by most people and defines what is normal and right 2. subordinate ideology is a set of ideas that agree with the dominant ideology in the main but argues for a limited amount of change 3. radical ideology a set of ideas that are in direct opposition to the dominant ideology |
|
|
What are stereotypes? |
A stereotype is a group of conepts that presents a simplified identification of a person or group eg. feminsts hate men |
|
|
Is stereotyping useful? |
it is useful to seteotype police officers as being honest and saftey so we can predict the behaviour of others once we have stereotyped a person or goup it is difficult to treat them as regular individuals |
|
|
What is hegemony? |
Consesus not cercion
natural, normal, common sense |
|
|
What are characteristics of materialistic people? |
- value acquiring and showing off possessions - Self-centred and selfish - seek lifestyle full of possessions - define themselves by possessions - emphasise individual not group values Possessionsdo not lead to greater happiness (Faberand O’Guinn 1992) |
|
|
What are the three types of materialism? |
1. acquisition centrality 2. possessions define success 3. acquisitions as the pursuit of happiness |
|
|
Conscious Consumption |
Concerns often based on ethical issues |
|
|
What is ethical consumption? |
- fair trade - consumer boycotts |
|
|
What are barriers to ethical consumption? |
- lack of awareness - negative perceptions - distrust - high prices - low availability |
|
|
What are social, environmental and ethical concerns? |
consumers are opting to reduce consumption, seek sustainability, more ethical alternatives and politically challenge the institutions of consumer culture |
