Chapter 16: Part 2 Flashcards

(15 cards)

1
Q

Evaluative criteria

A

typically associated with desired benefits

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2
Q

Before a marketing manager or public policy decision-maker can develop a sound strategy to influence consumers decisions, he/she must determine:

A
  • Which evaluative criteria are used by the consumer
  • How the customer perceives the various alternatives on each criterion
  • Relative importance of each criterion
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3
Q

Direct methods

A

include asking customers what criteria they will use for a specific purchase

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4
Q

Indirect methods

A

includes projective techniques and perceptual mapping

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5
Q

Projective techniques

A

allow respondents to indicate criteria someone else may use

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6
Q

Perceptual mapping

A

indirect, visually displays perceptions of brands that consumers have

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7
Q

Conjoint analysis

A

consumer is presented with a set of products or product descriptions in which evaluative criteria may vary

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8
Q

Noncempensatory rule

A

high level of one attribute cannot offset a low level of another

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9
Q

Compensatory rule

A

consumers average across attribute levels

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10
Q

Conjuctive decision rule

A

establishes minimum required performance standards for each evaluative criterion and selects the first or all brands that meet or exceed these expectations

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11
Q

Disjunctive decision rule

A

establishes a minimum level of performance for each important attribute

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12
Q

Elimination-by-aspects decision rule

A

requires consumer to rank the evaluative criteria in terms of their importance and establish a cutoff point for each criterion

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13
Q

Lexicographic decision rule

A

requires consumer to rank the criterion in order of importance

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14
Q

Compensatory decision rule

A

brand that rates the highest on the sum of the consumer’s judgements of the relevant evaluative criteria will be chosen

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15
Q

Products/services targeting consumers likely to use a compensatory rule can

A

offset low performance on some features with high performance on others

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