Chapter 5-Marketing – Flashcards
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Consumer Behavior
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the process involved when individuals or groups select, purchase, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires
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Consumer Decision Making Process (PIEPP)
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Problem recognition Information search Evaluation of alternatives Product choice Post-purchase evaluation
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Extended Problem Solving
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carefully go through the steps of the decision making process -high involvement -high perceived risk -cognitive learning Ex. deciding to purchase a new car
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Habitual Decision Making
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little conscious effort is made -low involvement -low perceived risk -behavioral learning Ex. what cereal to buy
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Involvement
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the relative importance of perceived consequences of the purchase to a consumer
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Perceived Risk
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the choice of a product has potentially negative consequences, whether financial, physical, and/or social
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Problem Recognition
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process that occurs whenever a consumer sees a significant difference between his current state of affairs and some desired or ideal state; this recognition initiates the decision-making process
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Information Search
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the process whereby a consumer searches for appropriate information to make a reasonable decision
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Search Marketing
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marketing strategies that involve the use of Internet search engines
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Search Engine optimization (SEO)
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a systematic process of ensuring that your firm comes up at or near the top of lists of typical search phrases related to your business
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Search Engine Marketing (SEM)
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marketers pay for ads or better positioning
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Sponsored Search ads
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paid ads that appear at the top or beside the Internet search engine results
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Comparison Shopping Agents (Shopbots)
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web applications that help online shoppers find what they are looking for at the lowest price and provide customer reviews and ratings or products and sellers
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Behavioral Targeting
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marketers deliver advertisements for products a consumer is looking for by watching what the consumer does online
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Evaluative Criteria (Evaluation of Alternatives)
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the dimensions consumers use to compare competing product alternatives
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Heuristics (Product Choice)
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a mental rule of thumb that leads to a speedy decision by simplifying the process Ex. "price=quality"; more expensive is better quality " brand loyalty"
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Brand Loyalty
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a pattern of repeat product purchases accompanied by an underlying positive attitude toward the brand based on belief that the brand makes products superior to those of its competition
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Consumer Satisfaction/Dissatisfaction (Post Purchase evaluation)
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the overall feelings or attitude a person has about a product after purchasing it
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Cognitive Dissonance (PP evaluation)
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the anxiety or regret a consumer may feel after choosing from among several similar attractive choices >>New information that conflicts with existing beliefs
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Influences on Consumer Decision-Making: INTERNAL
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-perception -motivation -learning -attitudes -personality -age group -lifestyle
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Influences on Consumer Decision-Making: EXTERNAL
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Situational Influences: -physical environment -time Social Influences: -culture -subculture -social class -group memberships -opinion leaders -gener roles
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Perception
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the process by which people select, organize, and interpret information from the outside world Need to consider: -exposure -attention -interpretation
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Exposure (concerning perception)
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the extent to which a stimulus is capable of being registered by a person's sensory receptors Subliminal Advertising: hidden messages in marketers communications
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Attention (concerning perception)
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the extent to which a person devotes mental processing to a particular stimulus
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Interpretation (concerning perception)
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the process of assigning meaning to a stimulus based on prior associations a person has with it and assumptions he or she makes about it
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Motivation
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an internal state that drives us to satisfy needs by activating goal-oriented behavior
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Hierarchy of Needs (motivation)
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an approach that categorizes motives according to five levels of importance, the more basic needs being on the bottom of the hierarchy and the higher needs at the top
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Maslows Hierarchy of Needs (motivation)
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(Top) Self Actualization= self fulfillment Ego Needs= prestige, status, accomplishment Belongingness= love, friendship, acceptance by others Safety=security, shelter, protection Physiological=water, sleep, food (Bottom)
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Learning
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a relatively permanent change in behavior caused by acquired information or experience
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Behavioral Learning
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focus on how consumer behavior is changed by external events or stimuli
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Classical Conditioning (behavioral learning)
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stimulus eliciting a response is paired with another stimulus that initially doesn't elicit a response on its own BUT... will cause a similar response over time because of its association with the first stimulus
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Operant Conditioning (behavioral learning)
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learning that occurs as the result of rewards or punishments
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Cognitive Learning Theory
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importance of internal mental processes and views people as problem solvers who actively use information from the world around them to master their environment
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Observational Learning
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learning that occurs when people watch the actions of others and note what happens to them as a result
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Attitudes
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a learned predisposition to respond favorably or unfavorably to stimuli on the basis of relatively enduring evaluations of people, objects, and issues
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Affect (attitudes)
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the feeling component of attitudes refers to the overall emotional response a person has to a product
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Cognition (attitudes)
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the knowing component of attitudes refers to the beliefs or knowledge a person has about a product and its important characteristics
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Behavior (attitudes)
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the doing component of attitudes involves a consumer's intention to do something, such as the intention to purchase or use a certain product
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Personality
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the set of unique psychological characteristics that consistently influences the way a person responds to situations in the environment
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Self-concept
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an individuals self-image that is composed of a picture of beliefs, observations, and feelings about personal attributes
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Age
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internal influence on purchasing behavior -many feel they have more in common with those of their own age group
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Family Life Cycle (age)
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a means of characterizing consumers within a family structure on the basis of different stages through which people pass as they grow older
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Lifestyle
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the pattern of living that determines how people choose to spend their time, money, and energy and that reflects their values, tastes, and preferences
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Psychographics
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groups consumers according to psychological and behavioral similarities >>(AIOs) measures of consumers activities, interests, and opinions
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Sensory Marketing (situational influences)
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marketing techniques that link distinct sensory experiences such as a unique fragrance with a product or service
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The Physical Environment (situational influences)
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Two dimensions of whether a shopper will respond + or - in a store environment -arousal -pleasure
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Time Poverty (situational influences)
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consumers' belief that they are more pressed for time that ever before
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Culture (social influences)
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the values, beliefs, customs, and tastes a group of people values
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Subcultures (social influences)
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a group within a society whose members share a distinctive set of beliefs, characteristics, or common experiences
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Microcultures (social influences)
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groups of consumers who identify with a specific activity or art form
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Consumerism (social influences)
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a social movement that attempts to protect consumers from harmful business practices
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Environmentalism (social influences)
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a broad philosophy and social movement seeks conservation and improvement of the natural environment
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Kyoto Protocol (SI)
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a global agreement among countries that aims at reducing greenhouse gases that create climate change
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Environmental Stewardship (SI)
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a position taken by an organization to protect or enhance the natural environment as it conduct its business activities
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Green Marketing (SI)
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a marketing strategy that supports environmental stewardship, thus creating a differential benefit in the minds of the consumers
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Social Class (SI)
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the overall rank or social standing of groups of ppl within a society according to the value assigned to factors such as family background, education, occupation, and income
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Status Symbols (SI)
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visible markers that provide a way for people to flaunt their membership in higher social classes
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Mass Class (SI)
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the hundreds of millions of global consumers who now enjoy a level of purchasing power that's sufficient to let them afford high-quality products *Except for big ticket itms like college educations, housing, or luxury cars
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Reference Group in Group Membership (SI)
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an actual or imaginary individual or group that has a significant effect on an individual's evaluations, aspirations, or behavior perceived expertise
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Opinion Leader (SI)
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a person who is frequently able to influence others attitudes or behaviors by virtue of his or her active interest and expertise in one or more product categories
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Gender Roles (SI)
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society's expectations regarding the appropriate attitudes, behaviors, and appearance for men and women
