Chapters 1-4

Question 1

What does STP stand for?

Answer 1

Segment, Target, Position

Question 2

What is consumer behavior?

Answer 2

The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desire.

Question 3

stages of consumption process

Answer 3

• identify segmentation variables & segment the market
• develop the profiles of segment
• evaluate the attractiveness of each segment
• select the target segment
• identify the possible positioning concepts
• select, develop, & communicate the chosen positioning concept

Question 4

demographics

Answer 4

age
income
gender
income
race
geography
lifestyles

Question 5

motivation: need vs want

Answer 5

need: a necessity for survival. basic needs
want: created by exterior forces and drives consumer

Question 6

Consumer buying process

Answer 6

identify need
select
purchase
use
dispose

Question 7

role theory

Answer 7

consumer behavior resembles actions

Question 8

self concept

Answer 8

helps establish the consumers identity

Question 9

nostalgic

Answer 9

links to past

Question 10

interdependence

Answer 10

product is a part of the users daily routine

Question 11

love

Answer 11

bonds of passion

Question 12

market regulation

Answer 12

corrective advertising: the company must inform consumers about previous messages that were wrong and misleading

Question 13

consumerism

Answer 13

culture jamming: company’s efforts to dominate cultural landscape

Question 14

market access: disabilities

Answer 14

adults in the US with disabilities that prevents the ability to find, purchase goods, & services

Question 15

market access: food desert

Answer 15

the person lives too far from a grocery store. high quality foods are not available. – fast food // trash

Question 16

Market access: media literacy

Answer 16

cannot analyze media and information that is presented

Question 17

market access: media illiteracy

Answer 17

literally cant read

Question 18

green marketing

Answer 18

companies use products that are environmentally friendly

Question 19

greenwashing

Answer 19

companies know about damage done to environment and stretch the truth and marketed as “green”

Question 20

financial bottom line

Answer 20

profits for stakeholders

Question 21

social bottom line

Answer 21

return profits to communities

Question 22

environmental bottom line

Answer 22

minimize damage done to the enviornment

Question 23

consumer terrorism

Answer 23

toxins placed in products for consumers to ingest

Question 24

addictive consumption

Answer 24

physically or mentally dependent on product to go about their everyday lives.

Question 25

compulsive consumption

Answer 25

addicted to purchasing products

Question 26

phantom vibration syndrom

Answer 26

reaching for phone because vibration is felt. didnt really happen

Question 27

anticonsumption

Answer 27

targeting large companies because the promote unhealthy or unethical acts

Question 28

sensation

Answer 28

stimuli interact with our 5 senses

Question 29

perception

Answer 29

how we interpret these sensations

Question 30

hedonic consumption

Answer 30

emotional aspects that we encounter with products

Question 31

sensory marketing

Answer 31

senses play a role into the consumers experience

Question 32

haptic senses

Answer 32

being able to touch

Question 33

subliminal techniques: embeds

Answer 33

figures that are inserted to suggest possible sexual innuendos

Question 34

subliminal techniques: subliminal auditory perception

Answer 34

sound, music, voice placed in advertising

Question 35

stimulus selection factors

Answer 35

size, color, position, novelty

Question 36

interpretation

Answer 36

the meaning we assign to stimuli based on pre-existing schema

Question 37

semiotics

Answer 37

The correspondence between signs & symbols and their meaning

Question 38

perceptual position

Answer 38

functional attributes + symbolic attributes = brand perceptions. perceptual map -- where the brand is placed in our head. first thing that comes to mind

Question 39

examples of positioning

Answer 39

``` price leadership lifestyle attributes product class occasions users quality ```

Question 40

classical conditioning

Answer 40

involuntary response - stimulus elicits a response.

Question 41

instrumental conditioning

Answer 41

repetition & exposure creates association. (dog and bell for food)

Question 42

family branding

Answer 42

company creates a family of products. | axe body wash, spray, hair gel, shaving cream

Question 43

fixed interval

Answer 43

seasonal sales

Question 44

variable interval

Answer 44

secret shopper

Question 45

fixed ratio

Answer 45

frequent flier miles = urges consumer to buy more

Question 46

variable ratio

Answer 46

slot machines

Question 47

gamification

Answer 47

game like features to sell product

Question 48

cognitive learning: observational learning

Answer 48

observed behaviors are saved and repeated when necessary

Question 49

observational learning process

Answer 49

``` attention retention production processes motivation = observational learning ```

Question 50

memory process

Answer 50

touch, attention, short term memory, elaborative rehearsal, long term memory.

Question 51

levels of knowledge

Answer 51

individual nodes = concept 2+ nodes = proposition 3+nodes = schema

Question 52

nodes

Answer 52

links of association

Question 53

retrieving information (5)

Answer 53

``` physiological factors stimulation factions viewing environment post experience spacing effect - recollection ```

Question 54

forget

Answer 54

``` decay mood/state intensity familiarity visual memory ```

Question 55

rules of nostalgia

Answer 55

consider age range choose event or style that evokes positive memories choose an era to associate with brand

Question 56

Incidental learning:

Answer 56

Incidental learning: casual, unintentional acquisition of knowledge (we remember brand names we don’t even use)

Question 57

too much exposure of a brand can lead to... we get used to seeing the ads

Answer 57

habituating // adaptation

Question 58

look alike packaging

Answer 58

knock off brands use the similar features to mimic brands

Question 59

positive reinforcement

Answer 59

reward

Question 60

negative reinforcement

Answer 60

avoid negative outcome

Question 61

extinction

Answer 61

discouraged to repeat particular behavior

Question 62

frequency marketing

Answer 62

coming often comes with benefits (Starbucks rewards)