Chapter 14: Part 2 Flashcards Preview

MKT 424: Exam #3 > Chapter 14: Part 2 > Flashcards

Flashcards in Chapter 14: Part 2 Deck (10)
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1

Activity analysis

focuses on a particular activity (ex: preparing dinner) and surveys/does focus groups to determine what problems consumers encounter while doing the activity

2

Product analysis

similar to activity analysis, examines the purchase or use of a particular product or brand

3

Problem analysis

starts with a problem and asks respondents to indicate which activities, products, or brands are associated with those problems

4

Human-factor research

attempts to determine human capabilities in areas such as vision, strength, response time, flexibility, fatigue and the effect on these capabilities on lighting, temperature, and sound

5

Emotion research

role of emotions in problem recognition and resolution

6

Two basic approaches to causing problem recognition=

generic and selective

7

Generic problem recognition

involves a discrepancy that a variety of brands within a product category can reduce

8

Selective problem recognition

discrepancy that only one brand can solve

9

Firm will attempt to influence generic problem recognition when the problem is latent or of low importance and one of the following conditions exist:

- Early in the product life cycle
- Firm has a high percentage of the market
- External search after problem recognition is apt to be limited
- Industrywide cooperative effort

10

Sometimes information in the marketplace can

trigger problem recognition that certain marketers would prefer to avoid