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Flashcards in Final exam Deck (77):
1

4 types of fashion consumers

Conspicuous consumer
Information seekers
Sensation seekers
Utilitarian consumer

2

Conspicuous consumer

19%
Love prestige brands, marketing should focus on status

3

Information seekers

27%
Want luxury brands, but take the time to research what is in fashion. Marketing should focus on quality and trends

4

Sensation seekers

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

5

Utilitarian consumers

25%
They are price conscious and don't really care about fashion. Marketing should focus on function and value

6

What is self concept?

The attitudes you hold about yourself

7

Actual self-concept is...

Who I am now

8

Ideal self concept is...

Who I would like to be

9

Private self concept is...

How I am by myself

10

Social self concept

How I am seen by others

11

What are the independent self concepts?

Personal goals
Characteristics
Achievements
Desires

12

The interdependent self concept

Emphasizes family
Cultural
Professional
Social relationships

13

Who developed the theory called extended self?

Belk

14

Extended self define

Consists of self plus posessions
People define themselves in terms of their possessions (animals)

15

Another word for lifestyle

Psychographics

16

What all does physcographics include?

Attitudes
Value
Activities and interests
Demographics
Media patterns
Usage rates

17

Porsche luxury segmentation (5)

Top guns
Elitists
Proud patrons
Bon vivants
Fantasists

18

Top guns characteristics

Values power and control and wants to be noticed

19

Elitist characteristics

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

20

Proud patrons characteristics

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

21

Bon vivants characteristics

See cars as enhancing their exciting life

22

Fantasists characteristics

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

23

Technology segments (4)

Wizards
Journeymen
Apprentices
Novices

24

Wizards define

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

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