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36 Cards in this Set
- Front
- Back
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Demographics
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the size, structure, and distribution of a population
can explain up to 2/3 of everything says David Foote |
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Planning requires information about the following
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- people with needs
- ability to buy - willingness to buy - authority to buy |
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Economic Demographics
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the study of the economic characteristics of a nations population
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If the worlds population is reduced to ten people:
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-70 would not be able to read
- 50 malnourished - 50 women, 50 men - 30 Christian, 70 non-christian - 30 White, 30 non-white - 50% of wealth in hands of 6 people all 6 US citizens |
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What causes babies?
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- age distribution
- family structure: proportion of people who are married, proportion of women employed outside the home, and the avg age when people get married social attitudes: toward family and children technology - cost of contraception |
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Quasi-retirement
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help employees, employes and society by advancing the age of full retirement
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Cognitive age
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age one perceives ones self to be
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Geodemography
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where people live, how they earn and spend their money, and other socioeconomic factors
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Psychoanalytic theory
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recognizes that the human personality system consists of the id, ego, and superego
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Id
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the source of psychic energy and seeks immediate gratification for biological and instinctual needs
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superego
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represents societal or personal norms and serves as an ethical constraint on behavior
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ego
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mediates the hedonistic demands of the id and the moralistic prohibitions of the superego
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CAD scale
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complaint people are dependent on others for love and affection, and are said to move toward others
aggressive people are motivated by the need for power and move against others detached people are self sufficient and independent, and move away from others |
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Trait-factor theory
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a quantitative approach to personality, which proposes that an individual's personality is composed of predisposition attributes called traits
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Older customers
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Communicate thru:
newspaper radio shop department stores more alert in morning |
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Baby Boomers
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buy more and save less
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Exurbs
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areas beyond the suburbs
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____% of asians and hispanics live in cities
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70
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Income
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money from wages and salaries as well as interest and welfare payments
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Consumer confidence
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what consumers think will happen in the future
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contracyclical advertising
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the practice of increasing or at least maintaining advertising during economic slowdowns to gain market share when competitors cut promotional activity
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Australia
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high income, older pop, well developed infrastructure, and plenty of room to grow
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Latin America
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3 adv: rapid population growth, moderately high incomes, and close proximity
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Social Values
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"normal" behavior for a society or group
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Personal values
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"normal" behavior for an individual
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Laddering
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in-depth probing directed toward uncovering higher-level meanings at both the benefit level and the value level
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Physiological Needs
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most fundamental
food, water sleep |
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Conspicuous consumption
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purchases motivated to some extent by the desire to show other people just how successful we are
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self-concept
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impressions of the type of person they are
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motivational conflict
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tradeoffs in our ability to satisfy various needs
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approach-approach
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the person must decide between two or more desirable alternatives
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avoidance-avoidance
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deciding between two or more undesirable alternatives
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approach-avoidance
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when a chosen course of action has both positive and negative consequences
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motivational intensity
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how strongly consumers are motivated to satisfy a particular need
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consumption and usage knowledge
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information in memory about how a product can be consumed and what is required to actually use the product
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persuasion knowledge
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what consumers know about the goals and tactics of those tying to persuade them
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