Reading...
Play button
Play button
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;
49 Cards in this Set
- Front
- Back
|
what is vision?
|
“A mental picture of the future”
|
|
|
What are values?
|
Guiding principles – how we behave
|
|
|
What is a Mission?
|
“What broad, basic, fundamental and futuristic needs will we serve?” Benefit rich.
|
|
|
What is strategic direction?
|
“How we view success. How do we define winning”
|
|
|
What is a strategic infrastructure?
|
“Corporate competencies – base, product, process, distribution, people, systems that form the foundation for success”
|
|
|
What does a strategy do?
|
Helps to accomplish the vision
|
|
|
What are the 3 factors in the Micro-environment?
|
Customers
Stakeholders - owners, suppliers, employees, intermediaries, Action Groups, Others Competitive Industry - competitors, competitive groups |
|
|
What are the 6 main factors of the Macro-environment?
|
Technology - every 18 months computer power doubles, and price gets cut in half
Economic - The demographic differences between developing countries, 3 areas of econ. activity (North America, Europe, Pac rim) Demographic - people getting older or younger, median age has no disposable income. Cultural Diversity - US is the most diverse country in the world, Japan in the least. Legal / Regulatory - Laws promoting trade, restricting trade, and protecting the environment Ethics - proper means of business |
|
|
Ethics - Utilitarian Theory
|
An action is construed to be ethical when the good is perceived to outweigh the bad.
|
|
|
Ethics - Deontology Theory
|
Principles followed because we have a duty irrespective of consequences. Perceived as a contractual obligation. Duty and promises.
|
|
|
Consumer Behavior focuses on what characteristics?
|
actions,
decision processes, individuals and organizations, involved in discovery, evaluation, acquiring, consuming, and disposing of products & services |
|
|
In order to understand and influence individuals and organizations you must know what types of things?
|
Needs and Wants
Motivation Personality Perception Learning Attitudes Information |
|
|
What are the 6 spheres of influence?
|
1. Culture – all the norms and behaviors
2. Subculture – a culture within a culture, i.e. College students 3. Social class (defined by income, occupation) 4. Reference group – who you identify with (i.e. affiliate vs. disaffiliate group) 5. Family & organizations (using things that are based what you use in your family, such as the same brand of toothpaste) 6. Individual – what we will look at and understand the influence |
|
|
Motivational Research, what does it look for and why isn't it good to base marketing decisions upon it?
|
Motivational Research centers say that there is something subliminal behind a consumers purchase.
ex. The cake mix w/out egg and milk made housewives feel pointless. Motivational Research is hard to quantify and is most often subjective which makes it hard to guage results |
|
|
What are Maslow's Hierarchy of Needs?
|
Self-actualization needs (self development & realization)
Esteem needs (self-esteem, recognition, status), i.e. climbing a mountain Social needs (sense of belonging, love), i.e. wearing a MSU sweater Safety needs (security, protection) Biophysical/Physiological needs (hunger, thirst, sex) |
|
|
What are Murray's list of motives?
|
A list that is used to promote products that don't have a tangible value.
• To dominate / to control others • For exhibition / to excite • To play / to have fun • For sex / to form relationships • To reject others / to snub others • To understand / to speculate • Plus others |
|
|
What are Starch's list of motives?
|
A list that uses needs as a backdrop for ads that evoke certain emotions and feelings
• Love of Offspring, scene of mother & child - Pampers • Health • Gregariousness • Cleanliness • Curiosity • Competition • Humor |
|
|
What is perception?
|
The process of recognizing, selecting, organizing, and interpreting stimuli in order to make sense of the world around us.
|
|
|
What are sensory preceptors?
|
These are the ways in which we sense our environment and provide the data for us to interpret. These include the five senses of sight, hearing, touch, smell and taste. We are extremely well equipped but we can be very selective in what we take in.
|
|
|
What are cognitive anchors and how do they work?
|
Elements in our mind that provide the context for what our sensory receptors receive. If I am hungry, I notice there’s a food-stand. If I’m not hungry, I won’t notice the food-stand.
|
|
|
What are the 4 elements of selectivity?
|
Selective Exposure, Attention, Comprehension, and Retention.
You always want to create an environment where the customer screens in the information, depending on preconceived notions you screen information differently. |
|
|
What is personality?
|
a predisposition to behave in a certain way under a certain set of circumstances. Note the word “predisposition.” This means that your personality is not an absolute predictor of behavior.
|
|
|
The personality profile we took in class is based off of who's work and what test?
|
Carl Jung and the Myer's Briggs Test
|
|
|
Personality Test - What does S stand for and what is its opposite?
|
"Sensation"
• Inductive reasoning (Damp ground, picks up something up, it has webbed feet, it croaks, its slimy…must be a frog.) • Tendency to think in detailed ways • Details are important • Don’t mind repetition N, Intuitive is sensations opposite |
|
|
Personality Test - What does N stand for and what is its opposite?
|
"Intuitive"
• Deductive reasoning (In a damp area, hears a noise, bets there’s a frog.) • Prefers to work with and see the big picture • Doesn’t like repetitions - gets bored • Just does it! Doesn’t ask how first...jumps right in. S, Sensation is the opposite of intuitive |
|
|
Personality Test - What does F stand for and what is its opposite?
|
"Feelers"
• Uses feeling • In tune to other people, emotional • Leads through charisma T, Thinkers are the opposite of Feelers |
|
|
Personality Test - What does T stand for and what is its opposite?
|
"Thinkers"
• Uses logic, intellect, reasoning • Tendency to make people mad • Gets over conflict quickly F, Feelers are the opposite of Thinkers. |
|
|
Personality Test - What does E stand for and what is its opposite?
|
Extrovert
• Needs external stimulation to get motivated I, Introvert is the opposite of extrovert. |
|
|
Personality Test - What does I stand for and what is its opposite?
|
Introvert
• Can motivate and stimulate themselves E, extrovert is the opposite of introvert. |
|
|
Personality Test - What does P stand for and what is its opposite?
|
Perceivers
• Low need for cognitive clarity (don’t like open ended things) • Spatially oriented • Organizes by “piles”; knows where everything is in their system J, Judgmental is the opposite of a perceiver. |
|
|
Personality Test - What does J stand for and what is its opposite?
|
Judgmental
• High need for cognitive clarity (need closure) • Neat, organized • Thinks things through P, Perceivers are the opposite of judgmental. |
|
|
Give an example of selective retention.
|
When the smokers watched the TV show and didn't recall the death of the cast member due to smoking, but the non smokers remembered.
We are BELIEF-SEEKERS, we are good at seeing things the way we want to see them. |
|
|
What are the 3 types of consumer learning?
|
Cognitive Learning - Thinking
Contiguity Learning - Classical Conditioning Reinforcement Learning |
|
|
What are the key elements and types of problem solving associated with Cognitive learning?
|
Key Elements
• Desired Goal: What you need to understand, solve, and how to go about it. • Knowledge: What do I need to know? • Insights and Attitude: Develop insights, then develop attitude • Purposeful behavior: You do something; solve the problem. Types of Problem Solving • Extensive – You have never bought the product, so what do you look for? Need to do research, ask people, then you buy • Limited – You have some idea what to look for because you have purchased before. Makes buying a little easier, you don’t need to go through all the steps of an extensive problem solving process. You are considering new brands. • Routine – You’ve purchased the product before, so you don’t have to think about it. Automatic reorder. |
|
|
What are the key factors in Contiguity Learning / Classical Conditioning?
|
Recall Pavlov’s experiment. Meat paste was originally presented to the dog. The second step was to link the meat to the ringing of a bell. Lastly, the bell alone would ring (without the meat paste) and the dog would still salivate.
• Unconditioned Stimulus (Meat) • Unconditioned Response (Hunger, Salivation) • Conditioned Stimulus (Ringing the Bell) • Conditioned Response (Salivation - A reaction to the bell) Classical Conditioning is popular and effective in 30 second ads, This method has proven powerful and popular. |
|
|
What are the steps in applying the Reinforcement Theory?
|
1. See something (Symbolic – Ex: Golden arches for McDonald’s; Social; Significative)– Stimulus – Symbolic, Significant and Social.
2. Want something Motives Drive (Want is based on a need such as biophysical, safety, love, esteem, self-actualization – leads to drive which is a discomfort that you want to reduce.) 3. Do something – Action / Behaviors Internal – Thinking and memory, change an attitude. External – Action of some type. Gathering of information/ buying or trying a product. 4. Get something behavior – Reinforcement or Punishment Reinforcement – Something that makes you want to do an act again. Positive – Provides pleasure (i.e. cash bonus) Negative – Takes away an unpleasant outcome or pain (i.e. must work less hours) Punishment – Something that makes you want to avoid an act. Drive – A drive is an uncomfortable feeling that moves the individual to take action. Want a heightened drive that is reduced by the product. Drive reduction is the biggest reinforcer. other notes: -Sensory Stimuli (crunchy chips) -Greater reward, shorter decision time -cognitive brand loyalty, person knows what the reinforcer is. |
|
|
Define Social-Psychology
|
the study of how groups and individuals relate to each other and the impact of groups on individuals. 80% of all research in social-psychology has been related to attitudes in some way.
|
|
|
What are 4 categories that we use to look at attitudes?
|
Theory – allows us to understand complex situations.
Measurement – we have measures that allow us to measure attitudes very thoroughly Statistics – statistical methods designed just for the study of attitudes Strategy – we can build business strategies to change attitude |
|
|
What are attitudes defined?
|
Mental and neural state
Organized through experience (learned) Exerts a directive influence upon individuals responses To all objects and situations |
|
|
What are the differences between Values and Attitudes?
|
Values are permanent (more or less)
Attitudes change, but somehow complexly related to values In business, we want to understand values and influence attitudes |
|
|
How do attitudes and beliefs interact?
|
Most people tend to be belief seeking and then find support for their beliefs. But typically, we fall short on getting all the facts. Ex: if we were all fact seeking no one would smoke.
Belief seeking vs. Fact seeking A belief is the assertion of a subject and a predicate “Spartans will win this weekend” |
|
|
Which comes first the Behavior or the Attitude?
|
We generally do things because we want to. Your behavior comes first, especially for low involvement product. If you do it and it feels good, you develop a positive attitude. If you do it and you feel bad, you get a negative attitude
|
|
|
What are the 4 ways to change consumer attitudes?
|
Add Choice Criteria
Change importance / desirability of the criteria Change Cognition and Beliefs Change Behaviors (ex. intern at another company) |
|
|
How the communication source is perceived can change a persons attitude based on what 2 factors?
|
Credibility: consists of expertise on a subject
-Trustworthiness - whether people believe what you say -Expertise - study and learn, say "I don't know" when you don't Attractiveness: A measure not based on looks, rather how pleasant are you to be around. Are you likable and easy to work with? Humor, communication skills and confidence are key components in attractiveness |
|
|
What 5 characteristics are significant while trying to change someones attitude about something.
|
1-2 sided argument: 2 sided is more intellectual
Order: order is huge, never put your strong points in the middle. Beginning or end. Humor: humor can always add to a conversation but be careful of when it is appropriate and don't overuse it. Fear: using scare tactics generally turn people away from your message Comparative Ads: People get to see similar products and can |
|
|
What are the stages of Information Processing?
|
Information, Process, Output
Heuristics – rules of thumb |
|
|
What does each side of the brain comprehend?
|
Left:
Slow Analytical Gets tired Reasoning Right: Fast Visual Music Creative |
|
|
What are the 3 levels of memory?
|
1. Sensory – 1/1000th of a second and then most of the information goes away
2. Short-term – 16 seconds 3. Long-term – ∞; if rehearsed, it’s in long-term memory and it will stay forever Want to create messages and ideas so that completes the process from sensory → short term → long term. It usually stays in the long-term memory by experience. |
|
|
What are the differences between recognition and recall?
|
Recognition – if someone brought it up, you would recognize it
Recall – get information without any external stimuli; you recite it from memory |
