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Flashcards in Midterm Deck (24)
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1

Methods for segmentation (2)

1. CUSTOMER CHARACTERISTICS
2. BUYING SITUATION

2

Customer characteristics (4)

1. geographic
2. demographic
3. socioeconomic
4. psychographic

3

Buying situation (5)

1. Behavioural
2. outlet types
3. benefit
4. awareness
5. usage

4

Market coverage options (3

1. undifferentiated marketing
2. differentiated marketing
3. concentrated marketing

5

market positioning

fitting the product to one or more segments of the broad market in such a way as to set it meaningfully apart from the competition

6

Positioning 2 approaches

1. consumer approach
2. competition approach

7

push strategy

- sales oriented
- encourages resellers to order merchandise and push it through to their customers

8

pull strategy

- marketing oriented
- goal is to create demand among consumers and encourage them to request the product from the retailer

9

in house agencies

some companies use to reduce costs while maintaining greater control over agency activities

10

creative boutiques

developed in response to some clients desire to use only the talent of an outside agency while maintaining other functions internally
- provide only creative services

11

media specialist companies

specialize in buying media, especially broadcast time

12

interactive agencies

specialize in the development and strategic use of various interactive tools

13

problem recognition

is caused by a difference between what the consumer wants and what the consumer has

14

subliminal perception

appeal to consumers subconscious

15

evoked set

brands identifies as potential purchase options

16

classical conditioning

involves learning a new behaviour via the process of association

17

operant-instrumental conditioning

reinforcement or punishment are used to either increase or decrease the probability that a behaviour will occur again in the future

18

schedules of reinforcement and shaping

scheduling: continous or intermittent
reinforcement: rewards a consumer will get or what they can avoid

19

external influences on consumer behaviour

1. culture
2. subculture
3. social class
4. reference groups
5. situational determinants

20

noise

unplanned distortion or interference

21

forms of encoding (4)

1. verbal
2. graphic
3. musical
4. animation

22

every marketing message has three components:

1. object
2. sign or symbol
3. interpretant

23

communication channels (2)

1. personal channels
2. nonpersonal channels

24

levels of audience aggregation (5)

1. individuals
2. small groups
3. niche markets
4. market segments
5. mass markets