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32 Cards in this Set
- Front
- Back
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Consumer Behavior
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the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires
may be organization or groups may be purchaser |
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market segmentation
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targeting a brand only to specific groups of consumers rather than to every body
-demographics -lifestyle -geography -usage |
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psychographics
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aspects of a person's lifestyles and personality
-interests in clothing or music |
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Relationship marketing
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building bonds with customers
loyalty |
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differentiation
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has to be different from competitors to be success
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database marketing
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tracking specific consumers buying habits very closely and crafting products and messages tailored precisely to people's wants and needs based on this information
walmart - beer and poptarts - hurricane |
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popular culture
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music, movies, sports, books, celebrities, and other forms of entertainment consumed by the mass market
we can identify cartoons over presidents |
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the meaning of consumption
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buying products for what they mean
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relationships with a product (4)
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self concept attachment
nostalgic attachment interdependence love |
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self concept attachment
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the product helps to establish the user's identity
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nostalgic attachment
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the product serves as a link with a past self
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interdependence
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the product is a part of the user's daily routine
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love
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the product elicits emotional bonds of warmth, passion, or other strong emotion
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global consumer
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american products are in demand around the world
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u-commerce
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networks becoming a part of us
text-- hey mcdonalds |
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revolution in c2c activity
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online communities create whole new groups for weird objects
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business ethics
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notions of right and wrong differ among people and organizations
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Needs and Wants
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Do marketers give people what the want, or do they tell people what they should want?
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need
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a biological motive
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want
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represents one way that society has taught us that the need can be satisfied
thirst : coke |
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economics of information
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advertising is an important source of consumer information
information reduces search time |
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Public policy and consumerism
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consumers complained (the jungle) and got regulations
-federal trade commission -food and drug administration -environmental protection agency |
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cultural jamming
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disrupt efforts by the corporate world
blogging Truth -cigarettes |
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social marketing
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encourages positive behavior
drink responsibly |
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green marketing
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protect or enhance the environment
proctor and gambles reusable softener |
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consumer terrorism
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e.g. bioterrorism - the nation's food supply - madcow
anthrax cyanide - Tylenol syringes - coke |
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consumer addiction
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dependency on products
alcoholism nicotine chap stick addicts internet |
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compulsive consumption
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repetitive shopping to cure tension, anxiety, or boredom
2000 wrenches |
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consumed consumers
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people used or exploited, willingly or not, for commercial gain in the marketplace
prostitutes organs babies for sale the McDonalds of sperm |
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illegal activities
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consumer theft
anticonsumption |
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shrinkage
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consumer theft
-inventory and cash losses from shoplifting and employee theft 40% attributed to employees |
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anti consumption
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products and services are deliberately defaced or mutilated
dog poo graffiti destroying billboards |
