Chapter 7.3: Marketing And Advertisememt Flashcards
(62 cards)
Model 1 - Shopping Behaviour Model
4 types of Goods
1) convenience goods
2) shopping goods
3) speciality goods
4) unsought goods
Convenience goods
Frequent purchases
Such as groceries
Shopping goods
Products and services that the consumer purchases, only AFTER they have made comparisons based on price, quality, style, colour, and service quality
Such as real estate services, homes, cars, and appliances
The thing you don’t spontaneously pull the trigger on but shop around for
Speciality goods
Some characteristics causing the consumer to want that particular product or service and no other substitute
Typically high priced, complex, and / or unusual
They can be a physical product, such as a Ferrari or lambo, or the services of a highly skilled professional
Unsought goods
Products or services that potential consumers do not necessarily want or know about, or that are purchased based on fear or as a form of precaution
Such as life insurance or fire extinguisher
Of the Model 1, 4 types of goods, which one requires the least amount of effort
Unsought goods!
As you don’t necessarily want or know about these
Of the Model 1, 4 types of goods, which one requires the most effort
Specialty goods!
As they are typically high priced items, complex, and are unusual items
List the Model 1, 4 types of goods, in order of least effort to most effort
- unsought goods
- convenience goods
- shopping goods
- specialty goods
Mode 2 Process Model of Buying Behaviour 4 needs / stages
Felt need
The pre-purchase activity stage
The purchase activity stage
The post-purchase activity stage
Felt need
The initial need or trigger that starts the buying process
Examples: change in the family life cycle (starting a family, change leaving home, retirement, divorce), job promotions or layoffs, financial difficulties
The pre-purchase activity stage
The consumer is gathering information and becoming knowledgeable about the product or service
Examples: visiting open houses, talking with friends
The purchase activity stage
In real estate, involves the negotiation and signing of the listing agreement
The post-purchase activity stage
Some consumer experience feelings of anxiety, regret, and doubt regarding their decision, particularly after making a major purchase such as a home
____________________: the position a product or service holds within its consumers mind
Product positioning
What is the marketing concept
Focusing on the clients NEEDS and using need satisfaction as the starting point for the development of a marketing program
What is the concentrated marketing / niche marketing
A firm selected a relatively small target market, and then focusses its entire effort on satisfying the needs of this target market
What is the marketing mix
Ooooh, think back to uni!
The four P’s
Product, place, price, promotion,
The product or service that is being offered
Personal selling is best classified as
Face to face communication
_______________ the aim of enhancing the image and reputation of a business
Public relations (PR)
Publicity is what?
Such as having articles in the local newspapers
Promotional mix is what?
The proper BLENDING of components to satisfy the needs of the target market and to accomplish the desired promotional objectives
What is part of the promotional mix?
Personal selling, advertising, public relations, sales promotion, and publicity
_________________: defined as the theme of a personal business, encompassing a variety of attributes that distinguish a license from competitors
Personal brand
Example: Starbucks logo
What are the 2 types of sources
1) informal sources
2) formal sources
