Marketing Ii Chapter 6

Front 1

Refer's to a person's unique psychological makeup and how it consistently influences the way a person responds to her environment

Back 1

Personality

Front 2

Freudian system oriented toward immediate gratification

Back 2

Id

Front 3

Our basic desire to maximize pleasure and avoid pain guides our behavior

Back 3

Pleasure principle

Front 4

Counterweight of the Id. This system is essentially the person's conscience.

Back 4

Superego

Front 5

mediates between the Id and the superego. It's basically a referee in the fight between temptation and virtue.

Back 5

ego

Front 6

The ego tries to balance these opposing forces according to the ______ _________, which means it find ways to gratify the id that the outside world will find acceptable

Back 6

reality principle

Front 7

A qualitative research approach, based on psychoanalytic (Freudian) interpretations, with a heavy emphasis on unconscious motives for consumption

Back 7

Motivational research

Front 8

a universally shared idea or behavior pattern, central to Carl Jung's conception of personality;________ involve themes--such as birth, death, or the devil --that appear frequently in myths, stories, and dreams.

Back 8

Archtypes

Front 9

the identifiable characteristics that define a person

Back 9

Personality traits

Front 10

the set of traits people attribute to a product as if it were a person

Back 10

Brand personality

Front 11

a parody of a brand posted on a Web site that looks like the original but is in fact a critique of it

____________ brand image

Back 11

Doppelganger brand image

Front 12

the common cultural practice whereby people attribute to inanimate objects qualities that make them somehow alive

Back 12

Animism

Front 13

the use of psychological, sociological, and anthropological factors to construct market segments

eg. Cadillac and their 3 different type of cars targeting 3 different groups of people

Back 13

Psychographics

Front 14

Most contemporary psychographic research attempt to group consumers according to some combination of three categories of variables: activities, interests, and opinions, which we call ___s

Back 14

AIOs

Front 15

the rule-of-thumb in volume segmentation, which says that about 20 percent of consumers in a product category (the heavy users) account for about 80 percent of sales

Back 15

80/20 rule

Front 16

Perhaps the best-known segmentation system is ______ VALS2

Back 16

The Values and Lifestyles System

Front 17

___________ refers to analytical techniques that combine data on consumer expenditures and other socioeconomic factors with geographic information about the areas in which people live, in order to identify consumers who share common consumption patterns.

Back 17

Geodemography

Front 18

One popular clustering technique is the ______

eg. Blue-Blood Estates, Public Assistance, Money & Brains, Young Influential

Back 18

PRIZM NE (Potential Rating Index by Zip Market)

Front 19

The latest and hottest extension of lifestyle marketing is __________ targeting, where e-commerce marketers serve up customized ads on Websites or cable TV stations based on a customer's prior activity.

Back 19

Behavioral targeting

Front 20

Form of behavioral targeting, provides messages that refer to the exact product you checked our before.

eg. amazon emails, cookies in ur history to bring this up again when you surf the web

sidenote: google introduced this technique in 2009 and now the company makes it available to all advertises who use its AdWords network

Back 20

Personalized retargeting

Front 21

a strategy to disrupt the nation's food supply with the aim of creating economic havoc

Back 21

Bioterrorism

Front 22

physiological or psychological dependency on products or services

Back 22

Consumer addiction

Front 23

Refers to repetitive and often excessive shopping performed as an antidote to tension, anxiety, depression, or boredom

Back 23

Compulsive consumption

Front 24

_______ consumers are people who are used or exploited, willingly or not, for commercial gain in the marketplace

eg. prostitutes, blood donors, babies for sale

Back 24

consumed consumers

Front 25

***What term does the retail industry use to describe shoplifting ?

Back 25

Shrinkage

Front 26

people who buy an outfit, wear it once, and return it

Back 26

serial wardrobers

Front 27

***events in which people deliberately deface or mutilate products and services
eg. sending a bag of dot manure to someone;spray painting graffiti, product tampering; computer viruses;destroying or altering billboards

Back 27

Anticonsumption