Exam 2 review

Question 1

Describe Market segmentation Geographics

Answer 1

Population studies that focus on where people live

Question 2

Describe Market segmentation Demographics

Answer 2

Age, gender, family size, family life cycle, income, occupation, education, religion, and ethnicity

Question 3

Describe Market segmentation Psychographic

Answer 3

Social class, lifestyle, personality

Question 4

Define Lifestyle

Answer 4

how people spend time & money, change over time, activities, interests, options, VALs system

Question 5

Define Value

Answer 5

Personal: differs by individuals ex: sefl-respect, ambition, sense of accomplishment
Social: reflects values as a society or group national security, sense of belonging

Question 6

Comparing lifestyle and value which is more stable

Answer 6

Value

Question 7

What are the Unique Marketing influences

Answer 7

Unique image and personality=strong brand

Question 8

5 top brand personality

Answer 8

Sincerity, Excitement, Competence, Sophistication, Ruggedness

Question 9

Define The brand personality Sincerity

Answer 9

Sincerity: down to earth, honest, wholesome, cheerful

Question 10

Define The brand personality Excitement

Answer 10

Excitement: daring, spirited, imaginative, up-to-date

Question 11

Define The brand personality Competence

Answer 11

Competence: reliable, intelligent, successful

Question 12

Define The brand personality Sophistication

Answer 12

Sophistication: upper class, charming

Question 13

Define The brand personality ruggedness

Answer 13

Ruggedness:outdoorsy, tough

Question 14

Define Brand Recognition

Answer 14

The extent to which a consumer can correctly identify a product or service just by viewing the product or service’s logo, tagline, packaging, or advertising campaign.

Question 15

Define Brand Recall

Answer 15

-The extent to which a brand name is recalled as a member of a brand, product or service class.
Brand recall is an internal process + needs brand recognition

Question 16

Define anti-consumption

Answer 16

Movements can be motivated by the desire to conserve, active boycotting, or selective consumption

Question 17

What are the 2 content process?

Answer 17

central and peripheral process

Question 18

What happens in the Central Process

Answer 18

opinions are formed from thought ab relevant info, important HIGH involved expressive items,

Question 19

What happens in the Peripheral Process

Answer 19

opinion arise w/o thinking ab relevant info, consumable product, LOW involved

Question 20

What are the 3 AD claims

Answer 20

Validation time, Experience, Credence

Question 21

Describe Validation Time Ad claim

Answer 21

search claim: can be valid before purchase by examining information

Question 22

Describe Experience Ad claim

Answer 22

can be validated after using the product (vacations, clothing)

Question 23

Describe Credence Ad claim

Answer 23

validation of the accuracy is impossible or takes long time (safest in traffic accidents)

Question 24

Describe A Objective claim

Answer 24

Focus on factual information that is NOT subject to individual interpretation

Question 25

Describe A Subjective Claim

Answer 25

May evoke different interpretations across individuals

Question 26

Define The sides of Message sidedness

Answer 26

1 sided: present all positive benefits & strengths 2 sided: provide little weakness before they emphasize their strength. *more effective*

Question 27

Compare Comparative message to Competitors

Answer 27

Good for new brands and products

Question 28

Define affective message

Answer 28

rely on emotion and feeling

Question 29

Define executional elements

Answer 29

anything other than advertising message *more effective for (high, low) involvement items*

Question 30

What is product package

Answer 30

shape consumers impression, need CONSISTENT w/ brand image

Question 31

What does JND mean?

Answer 31

Just Notiable Differences- the smallest change in stimulus intensity that will be noticed

Question 32

What are the negatives about JND

Answer 32

not readily discernible to consumers

Question 33

What are the positives about JND

Answer 33

apparent to consumers

Question 34

How can you enhance frequently

Answer 34

using campaigns modifying products encourage consumers to use more The Influence of package size The Influence of product variety

Question 35

What is a positive reinforcement

Answer 35

when consumer receives a positive outcome from the product use

Question 36

What is a negative reinforcement

Answer 36

When consumption enables consumers to avoid negative outcome

Question 37

What is a punishment

Answer 37

When consumption leads to negative outcomes

Question 38

Impost-consumption what determines satisfaction?

Answer 38

-Product performance -Consumption feelings­ -Product expectations

Question 39

In post-consumption what are the expectations

Answer 39

Confirmation and Disconfirmation

Question 40

define confirmation

Answer 40

Confirmation: The product’s performance matches consumer expectation.

Question 41

define Disconfirmation

Answer 41

Disconfirmation: Dissonance between a product’s performance + consumer expectation

Question 42

define positive Disconfirmation actions

Answer 42

performance > Expectation

Question 43

define negative Disconfirmation actions

Answer 43

Performance < Expectation

Question 44

define positive Disconfirmation communications

Answer 44

Repurchase/visit retailer/brand Positive WOM/eWOM

Question 45

define negative Disconfirmation communications

Answer 45

Boycotting retailer/brand Negative WOM/eWOM

Question 46

which is not a supplier type Direct supplier, Agent, Full service vendor, or product supplier?

Answer 46

product supplier

Question 47

What is a not a difference between traditional business models and direct-to-consumer?

Answer 47

DTC is often more expensive

Question 48

What is a not a difference between traditional business models and direct-to-consumer?

Answer 48

DTC is often more expensive

Question 49

What are the 4 Rs of supply chain?

Answer 49

Reliability resilience responsiveness relationship

Question 50

what does industrialization focus on?

Answer 50

factory and manufacturing as a key

Question 51

what type of income is important to fashion retailers?

Answer 51

discretionary income