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Final exam Flashcards

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1
Q

4 types of fashion consumers

A

Conspicuous consumer
Information seekers
Sensation seekers
Utilitarian consumer

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2
Q

Conspicuous consumer

A

19%

Love prestige brands, marketing should focus on status

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3
Q

Information seekers

A

27%

Want luxury brands, but take the time to research what is in fashion. Marketing should focus on quality and trends

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4
Q

Sensation seekers

A

30%
They think they have an eye for fashion and they like to think for themselves, marketing should be focused on eye catching fashion

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5
Q

Utilitarian consumers

A

25%

They are price conscious and don’t really care about fashion. Marketing should focus on function and value

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6
Q

What is self concept?

A

The attitudes you hold about yourself

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7
Q

Actual self-concept is…

A

Who I am now

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8
Q

Ideal self concept is…

A

Who I would like to be

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9
Q

Private self concept is…

A

How I am by myself

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10
Q

Social self concept

A

How I am seen by others

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11
Q

What are the independent self concepts?

A

Personal goals
Characteristics
Achievements
Desires

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12
Q

The interdependent self concept

A

Emphasizes family
Cultural
Professional
Social relationships

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13
Q

Who developed the theory called extended self?

A

Belk

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14
Q

Extended self define

A

Consists of self plus posessions

People define themselves in terms of their possessions (animals)

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15
Q

Another word for lifestyle

A

Psychographics

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16
Q

What all does physcographics include?

A 
Attitudes
Value
Activities and interests
Demographics
Media patterns
Usage rates
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17
Q

Porsche luxury segmentation (5)

A 
Top guns
Elitists
Proud patrons
Bon vivants
Fantasists
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18
Q

Top guns characteristics

A

Values power and control and wants to be noticed

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19
Q

Elitist characteristics

A

Old money doesn’t see car as an extension of themselves

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20
Q

Proud patrons characteristics

A

Buys a car for themselves not to impress. It is a reward for their hard work

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21
Q

Bon vivants characteristics

A

See cars as enhancing their exciting life

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22
Q

Fantasists characteristics

A

Uses their car as an escape, they feel guilty for owning a nice car

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23
Q

Technology segments (4)

A

Wizards
Journeymen
Apprentices
Novices

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24
Q

Wizards define

A

Think technology is life, young students, (31%)

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25
Journeymen
Technology is an important part of my life. Established adults (13%)
26
Apprentices
Technology is changing my life (31%)
27
Novices
Technology has limited impact on my life. Grandparents (25%)
28
"They are" ideals, achievement, and self expression
Info seekers, goal oriented, spontaneous
29
"They make" ideals, achievement, and self expression
Choices on principles, choices to enhance position, choices to have emotional impact
30
"They buy" ideals, achievement, and self expression
Reliability, success symbols, experiences
31
"They ask" ideals, achievement, and self expression
What should I do?, what are other like me doing?, what do I feel like doing?
32
What did strategy business insight discover
VALS SYSTEM
33
Who discovered PRIZM
Nielsen
34
(PRIZM) geo lifestyle analysis
Groups are based on urbanacity which is determined by Population density Where people live And lifestyles people lead
35
(PRIZM) social groups
Urban Suburban Second city Town and rural
36
Lifestage groups (PRIZM)
You get years Family life Mature years
37
PRIZM segments (6)
``` Young digerati Blue blood estates Big fish, small pond Pools and patios Young and rustic Golden ponds ```
38
Young digerati
Live Urban Young Drive Audi A3
39
Blue blood estates
Family Suburban Drive Audi A8
40
Big fish, small pond
Mature Town Cadillac DTS
41
Pools and patios
Mature Suburban Subaru Forester
42
Young and rustic
Young Town Dodge Ram
43
Golden ponds
Mature Town Mercury
44
International lifestyle facts
PRIZM is only used in US VALS is used in Japan and U.K roper starchworlswide surveyed the world Majority of strivers (33%) are found in Asia
45
The nature of situational influences
Communication situation (Depends on what program to advertise through) Purchase situation (Effect of other people on individuals shopping behavior) Usage situation (Ability to expand beyond additional uses for a given product) Disposition situation (Factors contributing to recycling behavior)
46
Characteristics of situations (5)
``` Physical surroundings Social surroundings Temporal perspectives Task definition Antecedent states ```
47
Moods vs. momentary conditions
Moods: temporary states of depression or excitement | Momentary conditions: such things as being tired, or ill
48
Store atmosphere define
Sum of all physical features of a retail environment
49
Atmospherics define
What managers use to manipulate the physical retail enviroment
50
Servicescape is the same as
Atmosphere in a service business
51
Situational influence and marketing strategies (5 steps)
``` Observe Survey consumers Contract a person situation matrix Evaluate each cell Implement a marketing strategy ```
52
Purchase involvement define
The amount of involvement you have in a purchase that is not for you (ex buying a toy for your dog)
53
Product involvement
A purchase related directly to you
54
What're the three types of decision making?
Nominal Limited Extended
55
Nominal decision making...
Habitual decision making Very low involvement with the product Brand loyal decisions (always loyal to dove) Repeat purchases (think ketchup is the same for all brands)
56
Post purchase decisions for nominal
No dissonance | Very limited evaluation
57
Limited decision making
Involves recognizing a problem and using few alternatives to solve (Purchasing a new brand because they are bored with the other)
58
Post purchase situation with limited decision making
No dissonance | Limited evaluation unless something went wrong
59
Extended decision making
High purchase involvement | Highly emotional decision (see parents or visit friends)
60
Problem recognition
Desired state- actual state
61
It is the consumers perception of actual state that drives problem recognition not some objective reality
Just know
62
The desire to resolve recognized problems depends on.... (2)
Magnitude of the discrepancy between desire and actual states (My gas is almost out I need more) Relative importance of the problem (I don't have money for coffee cuz I'm using it to pay for school)
63
Types of consumer problems (2)
Active (consumer is aware of it) Inactive (consumer is unaware and sales reps have to convince them hey have a problem)
64
Non marketing factors affecting problem recognition (desired state)
Social status Financial Motives Reference group
65
Non marketing factors defections problem recognition (actual state)
Nominal depletion (tired of pretzels) Availability of product Government consumer groups
66
What 4 non marketing factors fall into desired and actual state?
Emotions Situations Previous decisions Individual development
67
Marketing managers 4 concerns relating to problem recognition
Consumer problems Solve consumer problems Help consumers recognize problems Suppress problem recognition
68
Discovering consumer problems
Intuition Using social media Market research
69
Discovering consumer problems through marketing research (5)
Activity analysis Asks consumers what problems they encounter during an activity (green hair swimming) Product analysis Problem analysis (ask about problems people are facing then connect the solution to your product Human factors research (Human weaknesses are found, solutions are presented(lawn mower)) Emotion research Scare the consumers (ex if you smoke you die)
70
Responding to consumer problems
Develop a new product Modify channels of distribution (Walmart 2 day shipping) Change pricing policy Revising advertising strategy
71
Helping consumers recognize problems
Selective problem recognition Generic problem recognition Activating problem recognition Timing of problem recognition
72
Selective problem recognition
Involves a problem that o my one brand can solve
73
Generic problem recognition (problem all brands can solve)
It is early in the product lifestyle Firm has a high percentage of market External search is limited It is s industrywide effort
74
Approaches to activating problem recognition
Problem recognition is a function of the importance and magnitude of a discrepancy Firm can influence the desired state Influence perceptions of existing state
75
The nature of situational influence
Communication Purchase Usage Disposition
76
Situational characteristics (5)
``` Physical surroundings Social surroundings Temporal perspectives Task definition Antecedent state ```
77
How to respond to consumer problems
Developers a new product Modify channels of distribution Change pricing Revise advertising

Consumer Behavior (3 decks)

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