Final Flashcards
(139 cards)
1
Q
innovation that has limited effect on existing consumption patterns
A
continuous innovation
2
Q
innovation that has a pronounced effect on consumption practice and often involves a new technology
A
dynamically continuous innovation
3
Q
offering that is so new that we have never known anything like it before
A
discontinuous innovation
4
Q
new product, service, attribute, or idea that has utilitarian benefits that are different from or better than those of alternatives
A
functional innovation, hybrid cars
5
Q
innovation that appeals to our aesthetic, pleasure seeking, and or sensory needs
A
hedonic or aesthetic innovation, new music
6
Q
product, service, or attribute, or idea that has new social meaning
A
symbolic innovation, new clothes
7
Q
actively involving consumers in creating value through participation in new product development, among other marketing activities
A
cocreation
8
Q
purchase of innovation by an individual consumer or household
A
adoption
9
Q
desire not to buy the innovation , even in the face of pressure to do so
A
resistance
10
Q
purchase of an innovation based on considerable decision making effort
A
high effort hierarchy of effects
11
Q
percentage of population that has adopted an innovation at a specific point in time
A
diffusion
12
Q
diffusion curve characterized by slow initial growth followed by rapid increase in diffusion
A
s-shaped diffusion curve
13
Q
diffusion curve characterized by rapid initial growth
A
exponential diffusion curve
14
Q
conecpt that suggests that products go through an initial intro period followed by periods of sales growth, maturity, and decline
A
product life cycle
15
Q
successful innovation that has a very short life cycle
A
fad
16
Q
successful innovation that has a moderately long life cycle and potentially cyclical product life cycle
A
fashion
17
Q
successful innovation that has a lengthy product life cycle
A
classic
18
Q
benefits in an innovation superior to those found in existing products
A
relative advantage
19
Q
finding use for a product that differs from products original intended use
A
use innovativeness
20
Q
extent to which an innovation is consistent with ones needs, values, norms, or behaviors
A
compatibility
21
Q
extent to which an innovation can be tried on limited basis before adoption
A
trialability
22
Q
extent to which innovation is complicated and difficult to understand or use
A
complexity
23
Q
extent to which an innovation can be observed or to which having others observe it has social cachet
A
social relevance
24
Q
extent to which innovation follows established guidelines for what seems appropriate in the category
A
legitimacy
25
extent to which innovation can foster new styles
adaptability
26
extent to which consumers in the social system have positive attitudes towards change
modernity
27
3 characteristics of innovations
degree of novelty, benefits offered, breadth
28
high effort adoption
when consumers see risks, when innovation is discontinuous, many people involved in decision, form attitudes before trial
29
high risk tolerance, high social status, financial liquidity
innovators 2.5%
30
highest degree of opinion leadership, high social status, use judicious choice of adoption to help maintain central communication position
early adopters 13.5%
31
adopt after significantly longer period of time, above avg social status, contact w early adoptors
majority adopters 34%
32
adopt innovation after average participant, approach innovation with high degree of skepticism, little opinion leadership
late majority 34%
33
last to adopt, little to no opinion leadership, tend to focus on traditions
laggards 16%
34
diffusion shape associated with risk
s shaped
35
diffusion rate associated with little risk and switching cost is low
exponential
36
product life cycle
intro, growth (competitors enter, consumers adopt), maturity (weak competitors forced out, sales plateau), decline (acceptance wanes)
37
higher perceived value, relative advantage, innovative, lower costs, lower risks
more likely to be adopted
38
social relevance
observability, social value, legitimacy, adaptability
39
social system diffusion characteristics
modernity, homophily (faster when consumers similar to each other), physical distance, opinion leadership
40
natural grouping of objects that reflect our culture
cultural categories
41
ideas or values that specify how aspects of our culture are organized and/or how they should be perceived or evaluated
cultural principles
42
use of products to symbolize membership in social groups
emblematic function
43
use of products as symbols to help feel more comfortable in new role
role acquisition fuction
44
feedback from others that tells us whether we are fulfilling the role correctly
reflexive evaluaiton
45
use of products as symbols of our personal connections to significant people, events, or experiences
connectedness function
46
use of products as symbols to demonstrate our uniqueness
expressiveness function
47
set of multiple salient identities that reflects our self-concept
actual identity schema
48
set of ideas about how the identity would be indicated in its ideal form
ideal identity schema
49
stimulated by language cues, a consumer who identifies with more than one culture will activate the aspects of his or her self-concept that relates to that languages cultural backgroudn
frame switching
50
ritual we engage in when first acquire product that helps make it ours
possession ritual
51
ritual we engage in to bring out or maintain the best in special products
grooming ritual
52
ritual enacted at the disposition stage designed to wipe away all traces of our personal meaning with product
divestment ritual
53
people things and places that are set apart, revered, worshipped, and treated with great respect
sacred entities
54
things that are ordinary and hence have no special power
profane things
55
first stage of gift giving, when consider what to give someone
gestation stage
56
second stage of gift giving, when actually give the gift
presentation stage
57
final stage of gift giving, when reevaluate relationship based on gift giving experience
reformulation stage
58
consumption functions
emblematic, role acquisition, connectedness, expressiveness
59
emblematic function relates to groups of
geographic, ethnic, social class, gender, reference group
60
phases of role acquisition
separation with role leaving, transition to new identities and products, incorporation of new role and identity
61
common transitions
marital, cultural, social status
62
types of special possessions
brands, pets, memory laden, achievement symbols, collections
63
characteristics of special possessions
not sold at market value, few/no subs, not discarded, not always used for original purpose, evoke powerful emotions, frequently personified
64
special products have:
symbolic value, mood altering properties, instrumental importance
65
sacred entities characteristics
involve mystery/myth, strong approach/avoidance, feeling of power, scarcity/exclusivity
66
gestation stage
motives and emotions for giving, appropriateness and meaning, value, amt time spent searching
67
presentation stage
ceremony, timing/surprise, attention to recipient, recipient reaction
68
reformulation stage
relationship bonding, reciprocation
69
offering perceived as new by consumers within market segment and that has an effect on existing consumption patterns
innovation
70
deciding whether to put self-interest or the interests of others first
social dilemma
71
deciding whether to put immediate interests or long-term interests first
temporal dilemma
72
rules of acceptable conduct that guide individuals and organizations in making honest, fair, and respectful decisions about marketing activities
marketing ethics
73
rules of acceptable conduct that apply to the range of consumer behaivors
consumer ethics
74
excessive behavior typically brought on by a chemical dependency
addiction
75
irresistible urge to perform an irrational act
compulsive behavior
76
illegal market in which consumers pay often exorbitant amounts for items not readily available
black market
77
theory that proposes that individuals have a drive to compare themselves with other people
social comparison theory
78
misleading use of environmental claims for marketing purposes
greenwashing
79
organized activity in which consumers avoid purchasing products or services from a company whose policies or practices are seen as unfair or unjust
boycott
80
pair of individuals engaged in common activity such as a salesperson and consumer
interaction dyad
81
in selling, organized memory structures used by salespersons to plan and carry out effective sales presentations
scripts
82
ISTEA
model of adaptive selling: impression, strategy formulation, transmission, evaluation, adjustment
83
source of selling influence based on superior knowledge
expert power
84
source of influence based on consumers identification with salesperson
referent power
85
added bonus paid to a retail salesperson by a manufacturer if a particular model is sold, "push money"
spiff
86
theory that revs are maxed by charging each customer highest price willing to pay
price discrimination
87
illegal combo of advertising and personal selling
bait and switch
88
allow 3 days for consumers to cancel purchases made under high-pressure selling conditions
cooling off laws
89
center for organizing purchasing, can consist of one or many individuals
decision making model
90
basis for buying by bids from competing suppliers: detail exact product to be purchased
specifications
91
another term for decision making unit
buying center
92
arrangement in which suppliers and customers cooperate for long term advantages for each
relationship marketing
93
pairing of salesperson and purchaser whose interrelationships are studied with respect to the exchanges taking place
buyer/seller dyad
94
willingness to rely on a seller to serve the best interest of buyer: key determinant of longterm success of sales person
customer trust
95
actions carried out in accordance with a socially acceptable personal code of justice and morality
ethical behavior
96
Attitude formation occurs after trial
Low effort hierarchy of effects
97
More readily adopted if
High perceived value, relative advantage, use innovativeness, low costs and risks
98
3 traits Impact learning and diffusion
Compatibility, trialability, complexity
99
Social relevance based on 4 factors
Observability, social value, legitimacy, adaptability
100
Role acquisition phases
Separation, transition, incorporation
101
Consumer bill of rights (8), santa comes home in california because rudolphs hurt
Safety, choose freely, be heard, informed, consumer education, satisfaction of basic needs, redress, healthy environment
102
Corrective advertising
Forces marketer to run new ads to correct any deceptions still in consumers mind
103
How much in losses due to consumer theft
Retail $37 B
104
Black markets
Legal items in short supply, brands, illegal items
105
4 Types of promotion
Advertising, publicity, sales promo, personal selling
106
Promotion communication process
Source, ENCODE, transmit, receiver, DECODE, action
107
Goals of promo communication
Stimulate Category need, brand awareness, brand attitude, brand purchase intention
108
Info contact w promos is often incidental
True
109
Salespeople w more creative selling and relationship building
Order getter
110
Personal selling 3 ways
Face to face, telephone, video or web
111
Steps in personal selling
Prospecting and qualifying, preaaproach, approach, presentation and demonstration, handling objections, closing, following up
112
Buyers want solutions, salespeople should listen and respond w right products and services to solve customer problems
Need satisfaction approach
113
Sales interaction process
Orientation, evaluation, consummation
114
organizational buying behavior demand characteristics
derived, inelastic, joint, fluctuating
115
organizational differences than consumer
not end user, dmu's make purchase, large quantities, highly structured process, reciprocal buying, risky, complex, long term relationships, negotiation
116
3 elements of org buyer behavior
structure, process, content
117
org buying process
problem recognition, description of need, product specifications, supplier search, acquisition and analysis of proposals, supplier selection, selection of order routine, performance review
118
new task buy
problem totally different than previous - lots of info needed
119
modified rebuy
benefits by reevaluating alternatives - when displeased, limited problem solving stage
120
straight rebuy
problem is recurring or continuing
121
individuals make decisions not organizations
true
122
economic choice criteria
performance, reliability, price
123
social criteria
status, need for social belonging
124
personal criteria
how product relates to individual psychologically
125
industrial product users
prompt delivery, efficient and effective service
126
engineering values
testing, standardization, product quality
127
purchasing values
price advantage and economy, shipping and forwarding
128
accept communication messages consistent w beliefs and attitudes
selective exposure
129
filter out stimuli only to allow certain ones into cognition
selective attention
130
interpret stimuli in terms of attitudes and beliefs, like the co so like the salesperson
selective perception
131
recall info that pertains to own needs and dispositions
selective retention
132
2 components to perceived risk
uncertainty about decision outcomes, magnitude of consequences associated with making wrong selection
133
products classified into 4 types
materials, components, plant/equipment, MROs
134
what percent of e-trade dollar value is B2B
80%
135
traditional auction
looking for buyer
136
reverse auction
looking for seller
137
supply system provides materials and components as required
just in time purchasing
138
several operating units within co have common requirements and there is opportunity to strengthen a position by bulk buying
centralized purchasing
139
buyer persuades supplier to provide them with exactly whats needed
reverse marketing
