Mktg355 Test 1

Front 1

consumer behavior

Back 1

decides how people spend money, time, and effort.

Front 2

consumer

Back 2

person or organization that uses a economic service

Front 3

marketing concept today

Back 3

has concerns for organization goals and interest of individuals, society, and the planet.

Front 4

marketing mix (4 p's)

Back 4

product, price, promition, place

Front 5

product

Back 5

tangible or intangible goods

Front 6

price

Back 6

amount customer spends on a product.

Front 7

promotion

Back 7

marketing concept used as comm. such as strategies and techniques, advertising, sales promotion, and public relations.

Front 8

4 periods in the evolution of marketing concept

Back 8

product orientation, sales orientation, marketing oriantation, social responsibility orientation.

Front 9

reasons for emergence of the consumer orientation in mktg.

Back 9

needed to find ways to boost sales and compete with other businesses.

Front 10

consumer orientation

Back 10

occurs with increased conpetition, consumer choice, and consumer power. requires knowledge of consumer needs and increases importance of marketing

Front 11

brand differentiation

Back 11

when you brand must be different from competing businesses and better in the mind of the target consumer.

Front 12

usp (unique selling proposition)

Back 12

a proposition made of unique campaigns that convinced consumers to switch brands.

Front 13

strategic thinking

Back 13

link a customer target segment to a specific brand = market segment and market tarheting.

Front 14

positioning

Back 14

activity and process of identifying a market problem or opportunity and developing a solution based on market research

Front 15

strength and weakness of economic model

Back 15

strength: can be applied to anything.
weakness: not always right

Front 16

what model besides economic model is used for understanding consumer behavior.

Back 16

comprehensive model

Front 17

3 stages of the comprehensive model

Back 17

input
process
output

Front 18

elements of input stage

Back 18

sociocultural environment:
shapes values, attitudes, and beliefs which affect perception, motivation and behavior.

marketer-controlled efforts:
product features, promotional efforts, pricing strategies, distrubution.

Front 19

5 steps in the process stage

Back 19

need of recognition
information search
evaluation of alternatives
development of preferences
conviction to buy specific brand

Front 20

elements of output stage

Back 20

purchase and post purchase

Front 21

factors that affect person decision making as a consumer

Back 21

cultural factors (friends, fam, media)
sub-cultures ( religion, nationality)
social cultures ( low class, high class)
cultural trends ( bandwagon effect)

Front 22

market segmentation

Back 22

dividing markets into subsets of consumers with common needs and characteristics

Front 23

undifferentiated

Back 23

one marketing mix, for all consumers (life mag)

Front 24

differentiated

Back 24

one tailor marketing mix, for one specific target consumer (car mag)

Front 25

strategic marketing

Back 25

links specific consumers with specific marketing mix

Front 26

4 segments of good characteristics

Back 26

identifiable
of sufficient size
stable size and presence
reachable (via media)

Front 27

3 stages in evolution of segmentaion

Back 27

geographic seg
demographic seg
psychographic seg

Front 28

geographic segmentation

Back 28

based on logistics

Front 29

demographic segmentation

Back 29

easy to determine. age, race, gender etc..

Front 30

psychographic segemntation

Back 30

difficult to measure. values, lifestyles, attitudes.

Front 31

vals (values and lifestyles)

Back 31

"social character" innovaters, thinkers, believers, makers, survivors etc..

Front 32

benefit segmentation

Back 32

the enhancement of products. (ex. wheels on booksacks,durable tires)

Front 33

2 types of behavioral segments

Back 33

media usage: television, radio, internet, newspapers..

product usage: ligh, medium, heavy users. (occasion) do they do more during certain occasions.

Front 34

product position

Back 34

location of product, consumer prrception, and perceptual mapping

Front 35

perceptual mapping

Back 35

technique customers plot on perceptions regarding product attributes of specific brands

Front 36

product repositionibg

Back 36

changing position due to poor performance or deciding to launch new product

Front 37

motivation

Back 37

driving force within individuals that impel them to action.
unfulfilled need> tension> action

Front 38

2 types of motivation

Back 38

primary: need to eat and drink water to survive.

secondary: after nessecities are met wants are met.

Front 39

2 types of goal

Back 39

generic goals: pizza

product specific: domino's pizza

Front 40

stages in laddering research

Back 40

AVC
attributes, consequences, value

Front 41

defense mechanisms

Back 41

the inability to achieve a goal
(aggression, rationalizing, regression, withdrawal... )

Front 42

Murray's list of psychogenic needs

Back 42

after the fact (achievement, power, exhibition)

Front 43

maslows hierarchy of needs

Back 43

5 layer process: physiological, safety and security, social, ego, seft-actualization

Front 44

projective techniques

Back 44

indirect method of questioning that allows subjects to project their own beliefs and feelings onto a third party.

useful when people are unwilling or unable to indenture own motives, beliefs, or feelings

Front 45

ambiguous stimulus

Back 45

perception

Front 46

6 types of project techniques

Back 46

picture test
picture drawing
balloon completion
sentence completion
role playing
word association

Front 47

your personal values that drive your behavior and affect your perceptions

Back 47

my hobbies, personal goals, emotioms, people I'm involved with, and where I work.