question

Products ability to satisfy both functional needs and psychological wants (Example: Ford Focus).

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Utility

question

__________ helps communicate product utility

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Advertising

question

_________ can help reinforce this satisfaction of needs

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Advertising

question

Functional or Psychological

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Customer Needs

question

form, task, possession, time and place.

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Product Utility

question

to create exchanges that satisfy the perceived needs, wants, and objectives of the people.

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Goal of marketing

question

theoretical core of marketing

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Exchange

question

perception of a product/service; sometimes advertisers need to change those.

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Customer's perception

question

perception of the customers needs, wants, objectives.

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Seller's perception

question

form, taste, possession, time, place, and utility.

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Functional needs

question

customers, markets (groups of customers), and marketers.

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Key participants in the Marketing Process

question

Current, prospective, and centers of influence

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Customer types

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already bought something or buy it regularly. ( measure business's success by calculating the current customers and their repeat purchases)

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Current Customers

question

people about to make an exchange or considering it.

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Prospective Customers

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any customer or prospective customer or opinion leader whose ideas and actions others respect.

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Centers of Influence

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a group of current customers, prospective customers, and noncustomers who share a common interest, need or desire. (4: Consumer, business, government and transnational).

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Markets

question

people who buy goods for their own use

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Consumer market

question

people who buy service, natural resources or products tha they either resell or use to conduct their business or use to manufacture another product.

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Business market

question

buy products to resell them (Ex: Sunkist needs to persuade grocery store to sell product)

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Reseller markets (subtype of business market)

question

buy products used to produce other goods and services

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Industrial market (subtype of business market)

question

buy products for municipal or other governmental activites

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Government markets

question

consumer, business, and government markets located in foreign countries.

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Transnational (Global) markets

question

every person or organization that has products, services, or ideas to sell (Ex: farmers market wheat).

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Marketers

question

the mental and emotional processes and physical activities of people who purchase and use goods and services to satisfy particular needs and wants, that affect, derive from, or form the context of human consumption.

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Consumer Behavior

question

the 2 perspectives of consumer behavior

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Systematic Decision Makers and Active Interpreters

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maximizing the benefits from purchases defines the purchase-- consumers are deliberate

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Systematic Decision Makers

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cultural/ social membership defines purchase; consumers are "meaning makers" in their consumption.

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Active Interpreters

question

the mental process that begins evaluation when medium delivers advertising message to consumer. Fundamental building blocks: personal processes, influences and evaluation.

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Consumer Decision Process

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1. Involvement: interests/advocations, risk-high price or long term involvement, high symbolic meaning to purchase, deep emotion attached to purchase. 2.Experience: more experience, more astute the consumer

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Modes of Consumer Decision-Making: Variations by Involvement and Experience (Perspective 1)

question

1. Extended Problem Solving: low experience, high involvement. deliberate careful research. (buying a diamond ring or hybrid car). 2.Limited Problem Solving: low experience, low involvement. common products, limited search. (diapers, tooth paste for sensitive teeth). 3.Habitat or Variety Seeking: high experience, low involvement. Variety-switch brands at random, Habitat-buy single brand repeatedly. 4.Brand loyalty: high experience, high involvement. conscious commitment to find same bran each time purchase made. (chanel ad with woman w/ chanel tattoo).

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4 Modes of Consumer Decision-Making

question

Perception, learning and persuasion, and motivation.

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Personal Processes

question

Physical Data (stumuli), Physiological Perceptual Screens (sensory), Psychological Perceptual Screens (emotional), Cognition (awareness), and Mental Files (memory).

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Consumer Perception Process

question

physical information we receive through our senses

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Stimulus

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1. Cognitive Theory: views learning as a mental process, using memory and thinking. 2. Conditioning Theory: treats learning as "trial-and-error".

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Learning Theories

question

way consumers respond to persuasive messages based on the amount and nature of elaboration or processing information; routes to attitude change

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ELM

question

focuses on the way consumers respond to persuasive messages based on the amount and nature of elaboration or processing of information.

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Elaboration Likelihood Model

question

ability and motivation to process a message is high and close attention is pain to message content details. Tend to learn cognitively and comprehend more, comes to mind quickly. (HIGH INVOLVEMENT).

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Central Route

question

like stimulus response learning, ability and motivation to process a message is low and receiver focuses more on peripheral cues rather than message content. But gains made are short lived. (LOW INVOLVEMENT).

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Peripheral Route

question

Learning Produces... _____, ______, ______ and _____.

answer

Attitude, Brand Interest, Habits and Brand Loyalty

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motivation (underlying forces driving decisions), needs (basic and instinctive), wants (learned during lifetime).

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Consumer Motivation Process

question

people meet their needs based on priorities; the lower physiological and safety needs dominate humna behavior and must be satisfied before socially acquired needs.

answer

Maslow's Hierarchy of Needs

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when we run out of something, we experience negative state of mind so we seek to replace product. Motives: problem removal; problem avoidance; incomplete satisfaction; mixed approach-avoidance; normal depletion.(Got milk/trix ad- cant eat cereal without milk)

answer

Positively Originated (Informational) Motives

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positive bonus is promised rather than the removal of a negative situation, "reward" motives. Motives: sensory gratification; intellectual stimulation or masters; and social approval.

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Negatively Originated (Transformational) Motives

question

Negative Motives: problem removal or avoidance. Positive Motives: benefit, bonus, or reward.

answer

Rossiter & Percy's Fundamental Motives

question

Consumption as a social and cultural process. -Sociocultural environment; -Advertising as a social text

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Consumer Decision-Making: Consumer as Social Being

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Interpersonal and Nonpersonal

answer

Influences on Consumer Behavior

question

Family, Society, Reference Groups, and Opinion Leaders

answer

Influences: Interpersonal

question

Time, Place of Sale, and Environment.

answer

Influences: Nonpersonal

question

feelings of doubt and concern after a purchase is made. -Dissonance increases when.... price is high, many close alternatives, item is intangible (haircut), purchase is important, the item lasts long time.

answer

Cognitive Dissonance

question

the subconscious filters that shield us from unwanted messages

answer

Perceptual Screens

question

comprehending the stimulus

answer

Cognition

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