Chapter 3 and some of 5 Flashcards by Trey Leatherman

What’s the Strategic marketing Process?

1.Conduct a SWOT
2.Develop a market focus, value proposition, and goals
3. Design the marketing program

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*commonly used situation analysis technique
*interchangeable with the environmental scanning framework
*focuses more on internal forces(company, customers, collaborators)
*the analysis that will be used in higher level marketing classes
This describes what?

The 5 C’s of Marketing

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*products
*competitive advantages
*brands
*objectives
*performance
Which of the 5 C’s of marketing is this?

Company

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*laws & regs
*social trends
*economic trends
*technological trends
Which of the 5 C’s of marketing is this?

Context

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*target audience
*motivation & behaviors
*communication channels
*customer perceptions
Which of the 5 C’s of marketing is this?

Customers

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*suppliers
*partners
*investors
*distributors
Which of the 5 C’s of marketing is this?

Collaborators

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*direct & indirect competitors
*competitive positioning
*strategies & tactics
*strengths and weaknesses
Which of the 5 C’s of marketing is this?

Competition

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The evolution of social responsibility went from______ responsibilities to ______ responsibility ?

From shareholders responsibility(profit responsibility) To social responsibility(profit, stakeholder, societal)

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*Toms
*Warby Parker
*Bombas
*Patagonia
These are examples of _______?

Socially Responsible Companies

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If you only remember 3 things…1

1.Environmental scanning is an ongoing SITUATION ANALYSIS that’s focused on what’s going on OUTSIDE THE COMPANY and how it will affect your company, customers, and suppliers

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If you only remember 3 things…2

A culture of ETHICAL MARKETING is critical to organizational success because it takes DECADES to build a strong reputation and only FIVE MINUTES to ruin it

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If you only remember 3 things…3

Social responsibility has gone from a NICE-TO-HAVE to a MUST-HAVE today as customers expect companies to give back to society

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What is this!
The personal, social, and economic significance of the purchase to the consumer

involvement

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What is this ?
Those behaviors that result from (1) repeated experience and (2) reasoning

learning

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What is this ?
The energizing force that stimulates behavior to satisfy a need

morivation

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What is this ?
individuals who exert direct or indirect social influence over others

opinion leaders

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What is this ?
The anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences

perceived risk

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What is this ?
The process by which an individual selects, organizes,. and interprets information to create a meaningful picture of the world

perception

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What is this ?
A persons consistent behaviors or response to recurring situations

personality

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What is this the five stages a buyer passes through in making choices about which products and services to buy
1.problem recognition
2.information search
3.alternative evaluation
4.purchase decision
5.post purchase behavior

purchase decision process

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What is this ?
People to whom an individual looks as a basis for self appraisal or as a source of personal standards

reference geoup

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What is this ?
The relatively permanent, homogenous division in a society into which people sharing similar values,. interests, and behaviors can be grouped

social class

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What is this?
subgroups within the larger, national, culture with unique values, ideas, and attitudes

subcultures

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What is this?
the influencing of people during comversations

work of mouth

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What is this ? scan you memory for previous experiences with products or brands

internal search

Use this when past experience or knowledge is insufficient ?

external search

What is this ? relatives and friends, as well asa social networking websites that the consumer trusts

personal sources

What is this? includes various product rating organizations such as consumer reports, government agencies, and tv consumer programs

public sources

What is this? such as information from sellers including advertising, company websites, salespeople, and point of purchase displays in stores

marketer dominated sources

What is this? represent both the objective attributes of a brand (display) and the subjective ones (prestige) you use to compare different products and brands

evaluative criteria

What is this? the group of brands a consumer considers acceptable from among all the brands in the product class of which he or she is aware

consideration set

What is this? the feeling of post purchase psychological tension or anxiety is called

cognitive dissonance or buyers remorse

What is this? are basic to survival and must be satisfied first

physiological needs

What is this? involve self preservation as well as physical and financial well being

safety needs

What is this? are concerned with love and friendship

social needs

What is this? involve personal fulfillment

self actualization needs

What is this? enduring characteristics within a person or in relationships with others

key traits

What is this? the way people see themselves and the way they believe others see them

self concept

What is this? the human brain attempts to organize and interpret information with a process called

selective perception

What is this? occurs when people pay attention to messages that are consistent with their attitudes and beliefs and ignore messages that are inconsistent with them

selective exposure

What is this? involves interpreting information so that it is consistent with your attitude and beliefs

selective comprehension

What is this?\ means that soncumers do not remember all the information they see, read, or head, even minutes after exposure to it

selective retention

What is this? means that you see or hear messages without being aware of them

subliminal perception

What is this? is the process of developing automatic responses to a situation built up through repeated exposure to it

behavioral learning

What is this? is a need that moves an individual action

a drive

What is this? is a stimulus or symbol perceived by consumers

a cue

What is this? is the action taken by a consumer to satisfy the drive

a response

What is this? is the reward

reinforcement

What is this? occurs when a response elicited by one stimulus

stimulus generalization

What is this? refers to a persons ability to perceive differences in stimuli

stimulus discrimination

What is this ? involves making connections between two or more ideas or simply observing the outcomes of others behaviors and adjusting your own accordingly

cognitive learning

What is this ? is a mode of living that is identified by how people spend their time and resources, what they consider important in their environments, and what they think of themselves and the world around them

lifestyle

What is this ? the analysis of consumer lifestyles, provides insights into consumer needs and wants

psychographics

What is this ? consumers motivated by ideals are guided by knowledge and principles

ideals-motivated group

What is this ? consumers motivated by achievement look for products and services that demonstrate success to their peer or a group to which they aspire

achievement-motivated groups

What is this ? tend to be mature, motivated, practical, and well informed

thinkers

What is this ? are not looking to change society

believers

What is this ? have a me-first, my-family-first attitude

achievers

What is this ? live in the moment

strivers

What is this ? consumers motivated by self expression want to make an impact on their world

self-expression motivated groups

What is this ? are social and spontaneous

experiencers

What is this ? protect what they think they own

makers

What is this ? two segments stand apart from a single primary motivation

high-and low-resource groups

What is this ? are future oriented and value change

innovators

What is this ? the practice of focusing on the identification and recruitment of influencers to advocate products, services, and brands rather than focusing exclusively on prospective buyers

influencer marketing

What is this ? is one to which a person actually belongs, including fraternities and sororities and alumni associations

associative group

What is this? is one that a person wishes to be a member of or wishes to be identified with, such as a professional society or sports team

aspiration group

What is this? is one that a person wishes to be a member of or wishes to be identified with, such as a professional society or sports team

aspiration group

What is this? is one that a person wishes to maintain a distance from because of differences in values or behaviors

dissociative group

What is this? the process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers is called

consumer socialization