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92 Cards in this Set
- Front
- Back
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study of the mind
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psychology
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process used to understand social phenomena and their influences on social behavior.
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social psychology
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brand ____is the power of a brand through creation of a distinct image
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equity
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individual's ______ determines his or her oppourtunity to purchase certain products or services
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affluence
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a sense of consistency, internal causality, and personal distinctiveness
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personality
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brand ____ is the set of associations that consumers hold in memory regarding a brand features
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knowledge
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subjective age; age that one feels
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cognitive age
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outside is ___ inside is____
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perception; motivation
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cognitive impression of incoming stimuli that influences the individual's behavior
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perception
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processing of stimuli by a recipient who is not aware of the stimuli being received
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subliminal perception
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set of conditions that creates a drive toward particular action to fulfill a need or want
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motivation
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a ____ product is neither enjoyed nor used as a precautiong
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utilitarian
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sense of truth about something
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belief
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knowledge that is acquired through experiences
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learning
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an internal stimulus that encourages action
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drive
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an environmental stimulus that influences a particular action
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cue
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a ___ is a system in which prodcts and service flow
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channel
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reinforcement is a reduction in ____resulting from a positive-response expereicne
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DRIVE
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emotional connection between consumer and ___product
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approach
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initial layer of a brand represents
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tangible features
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standards of behaviors
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norms
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specific actions expected from someone in a group as a member or from a particular position held
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roles
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position of one individual relative to others
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status
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brand quity reflects the value ___ attach to promise of the brand
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consumers
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individuals who have the greatest influence on the attitudes and behaviors of a particular group
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opinion leader
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primary methods of brand valuation are
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additive and inclusive
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higher market share
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purchase
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higher relative price
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attitudinal
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differential effect that brand knowledge has on customer response to marketing efforts
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customer based brand equity
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which would a company LEAST expect as a benefit resulting from cobranding
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product development and research costs are avoided
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a company with a ___ owns multiple brands
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portfolio of brands
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most basic level on which marketers can position thair brands in consumers minds
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product attributes
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middle level of brand positioning it __
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benefits
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__consists of characteristics that make a brand unique
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brand personality
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___ involves the naming and organizing of brands within a broader portfolio
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brand architecture
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which of the following is a type of probability sample
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stratified sample
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information previously collected for another purpose
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secondary data
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applying ___, marketers can affect demand for a product by associating it with strong drives
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the learning process
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which of the following would not be considered a situational influence on consumer decision making
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lifestyle
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social class is NOT measured by
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number of children
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Lexus works to keep customers happy
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postpurchase evaluation
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blake is buying a new car he is highly involved in the purchase and perceives significant differences
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evaluation of alternatives
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Donna wants to buy a new coat
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information search
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leona purchased two bottles of wine from australia
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postpurchase evaluation
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avoidance product
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car security system
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generation Xers make up a
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subculture
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hoping that fans of the band view the band as a
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reference group
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carrie purhcases bath soap and has never been loyal to a brand
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limited problem solving
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psychology of marketing
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consumer behavior
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a ___ often contains modeling capability to create different marketing and financial models
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marketing decision support system
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you are about to test a thoery about decreasing sales in certain markets and their causes you are involved in what type of research
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explanatory
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which type of research would be best suited for identifying which demographica groups prefer soft drinks and where they buy this product
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descriptive
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carls js came out with a new hamburger
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explanatory research
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which method would a markerter use to obtain information that people are unable to provide
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ethnographic
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which is true of ethnographic research?
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it is less structured than focu group research
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which of the following is an example of a survey question that allows for a direct rating
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what is the top level of education you have completed
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in the second step of the marketing research process it is most important to
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identify existing information relevant to the research questions
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perceived meanings of datda collected from the study of consumer behavior
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consumer insight
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the aquisition and analysis of information used to identify and define marketing opportunities
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marketing research
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research that attempts to answer questions related to practical problems
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applied research
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research that attempts to expand understanding of the unknown
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pure research
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exploratory then explanatory
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exploratory then explanatory
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information that is collected to address a current research question
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primary data
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information previosly collected for another purpose
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secondary data
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information collected on a regular basis using standardized procedures and sold to multiple customers
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syndicated research
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explanatory research is used to understand the relationship between
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independent and dependent variables
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a marketing research design used to generate ideas in a new area of inquiry
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exploratory research
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a collection of techniques designed to identify and interpret information
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qualitative
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a process to collect a large number of responses using a questionaire
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quantitative
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collection of individuals who agree, for some predetermined incentive to participate in questionairs
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internet research panel
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the process of quantifying how much of a vairable's set of features or characteristics are possesed in another variable
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measurement
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measurement in which the numbers are assigned to the characteristics of the objects or groups of objects
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interval scale
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measurement in which numbers are assigned to characteristcs of objects or groups of objects to reflect the order of objects
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ordinal scale
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the level of consistency of a measurement
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reliability
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the stength of a conclusion
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valididty
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a series of steps that include collection, anaysis, and presentation of information for use in making decisions
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marketing information system
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the systematic tracking of competitive actions and plans
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competitive intelligence
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the set of associations that consumers hold in memory regarding the brand's features
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brand knowledge
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process where the offer is posistioned in the customer's mind to produce a perception of an advantage
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brand strategy
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new item under existing brand name
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line extension
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manage multiple brands in a product line
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category manager
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a ____state of readiness
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attitude
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a like or dislike
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attitude
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total financial benefit results from owning a brand
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brand valulation
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wee-won
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attitudinal loyalty
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ipod
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values
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disney paint
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licensing
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helene curtis shampoo
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horizontal line extension
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drawback of multibranding
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resources spread too thin
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contina
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manufacturing
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____is the least flexible research method
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mail
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Nathan Zabalas
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online questionairs
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