Chapter 16: Part 2 Flashcards Preview

MKT 424: Exam #3 > Chapter 16: Part 2 > Flashcards

Flashcards in Chapter 16: Part 2 Deck (15)
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1

Evaluative criteria

typically associated with desired benefits

2

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

- Which evaluative criteria are used by the consumer
- How the customer perceives the various alternatives on each criterion
- Relative importance of each criterion

3

Direct methods

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

4

Indirect methods

includes projective techniques and perceptual mapping

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Projective techniques

allow respondents to indicate criteria someone else may use

6

Perceptual mapping

indirect, visually displays perceptions of brands that consumers have

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Conjoint analysis

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

8

Noncempensatory rule

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

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Compensatory rule

consumers average across attribute levels

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Conjuctive decision rule

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

11

Disjunctive decision rule

establishes a minimum level of performance for each important attribute

12

Elimination-by-aspects decision rule

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

13

Lexicographic decision rule

requires consumer to rank the criterion in order of importance

14

Compensatory decision rule

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

15

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

offset low performance on some features with high performance on others