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Flashcards in marketing ch.5 Deck (34):
1

purchase decision process

(1) problem recognition
(2) information search
(3) alternative evaluation
(4) purchase decision
(5) post purchase behavior

2

internal search

scan memory

3

external search

personal sources, public sources, marketer dominated sources

4

evaluative criteria

objective attributes of a brand and subjective(like prestige)

5

consideration set

group of brands considered

6

cognitive dissonance

feeling of post purchase tension- should i have bought or not?!

7

involvment

peronal/social/economic significance of the purchase. causes people to skip/minimize steps

8

extended problem solving

exists in high involvment

9

limited problem solving

little time/effort to spend

10

routine problem solving

low price, routinely/frequently purchased

11

involvement and marketing strategy

low involvment products- leading brands foucs on maintaining quality, reinforcing decision
competitors- break buying habits with free samples/coupons (should had a v8)

12

five situational influences

purchase task, social surroundings, physical surroundings, temporal effects, antecedent states

13

purchase task

reason for buying

14

temporal effects

time of day, amount availible

15

antecedent states

moods

16

self-concept

the way people see themselves/ expect people to see them

17

selective pereception

filter of exposure/comprehension/retention. People pay attention to what's consistent with attitude/beliefs. Ignore those that aren't.
You see mcdonalds ads more when you are hungry

18

Selective Comprehension

interpreting info, so that it is consistent with attitudes/beliefs

19

Subliminal perception

see or hear messages without being aware of them

20

Perceived Risk

- anxiety felt because consumer cant anticipate outcomes of a purchase but believes there are negative ones.

21

strategies to reduce precieved risk

Obtaining seals of approval
Securing endorsements
Providing free trials
Giving extensive usage instructions
Providing guarantees/warranties

22

Behavioral learning-

developing automatic responses due to repetition

23

Cognitive Learning

learning through thinking, reasoning, problem solving

24

Brand Loyalty

favorable attitude towards a brand.

25

lifestyle

mode of living, how spend time/resources

26

Ideal motivated groups

motivate by ideals, guided by knowledge/principle

Thinkers- mature/reflective well educated
Believers - fewer resources, conservative

27

Achievement motivated groups

motivated by achievement look for what's successful

□ Achievers- busy, goal oriented, career, family
□ Strivers- trendy fun loving, less confident

28

Self-Expression motivated groups

physical activity, variety, risk
□ Experiencers- young, enthusiastic, impulsive. Want to look cool
□ Makers- express through working on things. Fixing car, raising kids, build.

29

High and low resource groups

□ Innovators- successful, sophisticated, confident
□ Survivors- meeting basic needs

30

Consumer Socialization

process through which consumers acquire skills/knowledge and attitudes

31

Family Life Cycle

from formation-->retirement family buying habits change

32

Family Decision Making-

spouse dominant vs. joint decision making. Some are more mother dominated, some more female dominated. Some joint

33

Social Class

homogenous divisions people fall into by sharing interests and behavior. Occupation and source of income (NOT AMOUNT OF INCOME)

34

Hispanic buying patterns

§ Brand conscious
§ American made products
§ Advertising=credible
§ Convenience is not important
§ Caffeine/low-fat/cholesterol not important