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54 Cards in this Set
- Front
- Back
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When are we in the consumer listening role?
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When we are deciding if, when, how, and where we are going to purchase a product or service.
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What do Advertisers and market reasearchers want to know about buyers?
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What buyers value, desire, and need.
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How much was money in market research in 2005?
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1.074 trillion dollars, fro 4 billion in the 1990s
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In the last decade there has been a shift from TV advertising to direct appeals where?
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In the marketplace - this eliminated the travel time used to reflect on whether you should make a purchase.
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What was the retail e-commerce sales between June of 1998 and June 1999?
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2.7-7.9 billion
Sales in the 3rd Quarter of 2005 were 957.9 billion. |
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Consumer decisions to spend money rely on what types of motivations?
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Internal Motivations
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How many million Americans are classified as "hard core shoppers"?
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24 Million
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Shopaholics are defined as:
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people who shop for shopping's sake, rather than to fill real needs.
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What is one of the reasons for the increase in unwise shopping that involves Christmas Shopping?
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Shopping is more convenient, you don't have to work as hard to get what you need.
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What do we need to listed to before we shop?
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We need to listen to our motivations and ask ourselves, Why do we go shopping? What personal needs are being met? Is shopping compulsive? do I shop to escape boredom?
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What reasons would make a person shop compulsively?
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Boredom, feelings of powerlessness, worthlessness, loneliness, or a need for attention.
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Compulsive shopping is more likely to occur in who?
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More likely in women than in men.
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What are men more likely to buy than women?
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Men are more likely to buy things that will make them earn a sense of power, such as electronics, tools, and mechanical devices, women spend on clothing and accessories to enhance appearance.
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What is the bandwagon technique?
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Encourages someone to buy a product, service, or idea because everyone else is buying it, hop on the wagon and come with us.
Buying crocs...because everyone else has a pair and you want to follow the trend and fit in! |
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What is the "good ole days" technique?
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promotes a product that claims to bring the consumer back to the simpler times of the past, that we remember with fondness.
Buying Reisens, just like Grandma and Grandpa used to |
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What are examples of good ole day advertising?
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Pepperidge Farm breads - making bread for 60 years, and still know how
Buying things from a carpenter who make things just like they used to be made in the good ole days |
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What is plain folks advertising?
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Appeals to the hard-working, grass roots, no-nonsense person.
No fads or fancy stuff, meets your needs head-on, or trucks build for the working man (built Ford tough) |
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What are examples of plain folks advertising? What are both sides of the plain, folks ads?
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first class people deserve first class travel
You deserve the best after a trying day You need a reward - you are not just a plain person |
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What are testimonials?
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Has a credible person selling a product or service. The testimony, usually is in the form of, I choose this service over the others because...
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What is an example of a testimonial?
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Michael Jordan selling Hanes underwear, other men selling deoderant
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What is an example of Emotions advertising?
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Emotions appeal to our feelings - love, hate, power, freedom, fun, and they can be worthwhile.
Selling insurance so that your love ones don't end up with nothing. Reach out and touch someone with your cellular phone. |
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What is transfer? What are some examples of this principle?
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Attepts to increase the desirability of a product or service by associating it with a well-known and well-accepted sybol or phrase.
Made in the USA - Right on Target Checkers and Nixon - the dog showed that he was a kind, caring, loyal, and respectful of life and nature. |
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What is New and Improved? What are some examples of New and Improved?
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Tells the buyer that the product or service being sold is state of the art. The product of latest technology.
The New apple computer, the new iPod, etc. |
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What is an example of card stacking?
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Presents half-truths or does not provide pertinent information. Putting the playing cards in winning order for the dealer.
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What are examples of card stacking?
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Using expert testimony, but only the part that is favorable, like using the part that of the advertisment that works in their favor and leaving out the rest...like with a dentist saying that he likes a certain brand of paste, then taking it back, then saying it again.
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What is the That's Incredible technique?
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Focuses on the language of selling. Uses catchy phrases and powerful adjectives and modifiers that infer that the products or services are something more than they actually do....
Turbo power from a V=6 energy drink, or the an using the Gillete who then magically gets all of the women. A magical diet pill that makes you lose tons of weight but costs practically nothing! |
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Why does a consumer want to research before making a purchase?
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We can listen critically to facts and ignore the irrelevant information.
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What two examples were used in the book of things that you should research before you buy them?
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Mouthwash and Automobiles.
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What are the three stages that a consumer should listen to before making a purchase?
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1. Internal motivations for shopping may range from need to compulsion. 2. Persuasive messages encourage the purchase of a product or service. 3. Consumer research provides information about the product or service.
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What is Appreciative Listening?
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It occurs for enjoyment or pleasure. This role differs because it is initially based on a non-rational and intuitive attraction, which grows into steps that effect our enjoyment of life.
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What are the three steps to Appreciative listening?
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Attraction
Contact Critical Evaluation |
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What is attraction?
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Something that stiulates to watch something or listen to something
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What is contact?
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You begin to watch a subject and to learn about it. You think it would be fun to learn more about it.
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What is Critical Evaluation?
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You think soaring is fascinating, but do you want to continue pursuing this? This is the critical evaluation step, with each siting you compare it to past experiences and become a critical judge
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Unlike the other forms of listening...appreciative listening is
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Highly individualized
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Appreciative Listening is closely linked with Knowledge why?
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Because we need soe knowledge to appreciate. We want to know more about what attracts us. We also use comparative knowledge to know that we like something better in comparison to other things.
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In the example in the book, what are the two reasons that people learn to do something?
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People learn to do something for fun and to learn something.
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Listening appreciatively to humor has what types of benefits?
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minimizing stress and worry, increasing learning, and contributing to professional effectiveness.
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What is the example given in the book of something that is appreciative listening and individualized?
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Going to the theater.
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The first sensations of appreciative listening we have - intuitive, spontaneous, siultaneous, and nonverbal, are in which side of the brain?
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The right side of the brain.
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What are three examples of partnerships?
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Someone talking on the phone, someone visiting about a community issue, someone asking for directions.
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Longer partnerships exist where?
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In couples, between family members, professional colleagues, owners and contractors, etc.
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What is a partnership?
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An agreed-upon process to listen actively and work together to reach common goals. Even though this discussion of partnering focuses on the workplace, the strategies apply comfortable to other relationships.
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How would a partnership between an owner and a contractor occur?
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The owner has to take hte leadership and acknowledge that he will trust and allow the contractor to help with the project. The contractor in turn agrees that he will be willing and available to help and trust them.
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The example that they give in the book for a partnership is which car?
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The development of the Neon -
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What is concurrent engineering?
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building a listening team of engineers, marketers, purchasers, and financial experts to work together from the beginning to avoid later delays from disagreements or misunderstandings.
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What are the 6 criteria of a working partnership?
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commitment, communication, conflict resolution, trust, teamwork, and evaluation.
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Describe Commitment?
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Achieving the Goals in a partnership begins with participant coitment of two parallel goals: complete commitment to the project, and commitment to the process of partnering to reach the project goals.
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Describe Communications?
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To proote communication is to proote interaction in the partnering culture. Regular meetings, discussions, and newsletters, and posted material encourage communication.
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Describe conflict resolution?
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The interaction of interdependent people who perceive incompatible goals and interference from each other in achieving those goals.
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Describe how trust is effective in a partnership.
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Trust is following through on commitments: doing what you say you are going to do. Correlates with the variables of speaker credibility (dynamism, character, competence, intentions, and personality)
Develops when the partners know they can depend on each other. |
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How does Teamwork work in a partnership?
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The terms partnering and teamwork are nearly synonymous. A team member is interdependent while working toward partnership goals, when partners merge efforts to reach a goal, they are acting as a team.
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How does Evaluation help in a partnership?
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An evaluation is when the project is finished, and this is valuable in comparing partnered projects with un-partnered projects. Also necessary during the project.
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What are the 4 Cs of evaluation and how do they correspond to the 4 different types of listening?
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Comprehend - Comprehensive Listening
Care - Therapeutic Listening Critique - Critical listening Commend - Appreciative Listening |
