MKT 310- Exam 2

Question 1

One to which a person either belongs or would qualify for membership (ex: group of poker)

Answer 1

membership group

Question 2

One in which an individual is not likely to receive membership despite acting like a member (ex: professional tennis player)

Answer 2

symbolic group

Question 3

A person or group that serves as a point of comparison for an individual in the formation of either general or specific values, attitudes, or behavior

Answer 3

reference group

Question 4

development of basic codes of behavior

Answer 4

normative reference groups

Question 5

• a group of individuals whom you compare yourself against & may strive to be like
• influence the expression of specific consumer attitudes and behavior
• informal

ex: celebrities and hereos

Answer 5

comparative reference groups

Question 6

individuals or groups with whom a person identifies does not have direct face-to-face contacts, such as movie stars, sports heroes, political leaders, or TV personalities
- celebrity endorsement

Answer 6

indirect reference groups

Question 7

leader brands can encourage reference __

Answer 7

conformity (considered safe)

Question 8

new brands or market followers can encourage ________

Answer 8

being different (considered unsafe)

Question 9

• relative wealth (amount of economic assets)
• power (degree of influence over others)
• prestige (degree of recognition received from others)

Answer 9

social status

Question 10

• consumers endeavor to increase their social standing through consumption
• very important for luxury goods
• is different from conspicuous consumption (for being seen)

Answer 10

status consumption

Question 11

Parents, and grandparents (normative group) is passing ______ to their children.

Answer 11

(national) superego

Question 12

The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society

Answer 12

culture

Question 13

large number of verbal statements that reflect a person’s assessment on something

Answer 13

beliefs

Question 14

Few in number, guide appropriate behavior, enduring and difficult to change, not tied to objects, and widely accepted by members of society.

Answer 14

values

Question 15

usual and acceptable ways of behaving
- routinized behaviors

Answer 15

customs

Question 16

a type of symbolic activity consisting of a series of steps with a fixed sequence and repeated
- extend over the human life cycle
- marketers realize that … often involves products (artifacts)

Answer 16

ritual

Question 17

A distinct cultural group that exists as an identifiable segment within a larger, more complex society

Answer 17

subculture
(nations within broader nations)

Question 18

In Europe, subcultures are created by _____ and ____ (ex: Catalonia in Spain)

Answer 18

history; geography

Question 19

In the US, subcultures are created by ______ ____

Answer 19

ethnic orgin

Question 20

ways to segment a nationality culture

Answer 20

Combination of:
- self-identification
- degree of identification

someone who has been living in paris, has a morocco origin, but also is from the EU…. you will have to decide what “layer” you want to identify with

Question 21

the process by which children acquire the skills, knowledge, and attitudes necessary to function as consumers
- peer influence in teenagers
- coshopping with mothers and children

Answer 21

consumer socialization

Question 22

The division of members of a society into a hierarchy of distinct status classes, so that members of each class have either higher or lower status than members of other classes.

Answer 22

social class

Question 23

the shift in an individual’s social status from one status to another

Answer 23

social mobility

Question 24

The US and many Western countries based their aspirations on upward _____________
– Reference groups were the upper class
- “Pezzi a novanta” (The Godfather)
- American dream

Answer 24

social mobility

Question 25

recent evidence shows signs of ____ ____ and ____ in social mobility

Answer 25

downward mobility; decrease

Question 26

- The “___” 50 percent of household incomes - Households made up of college-educated adults (who use computers; are involved in children’s education) - based on income, education, and occupation

Answer 26

middle class

Question 27

- Households earning $40,000 or less control more than 30 percent of the total income in the U.S. - These consumers tend to be more brand loyal than other consumers - illegal immigrants constitute a growing class in the U.S. and many other Western countries

Answer 27

lower class (also known as working class)

Question 28

the learning of one's own culture - normally learned when you're a kid

Answer 28

enculturation

Question 29

the learning of a new or foreign culture (being exposed)

Answer 29

acculturation

Question 30

The process by which one person informally influences the consumption actions or attitudes of others who may be opinion seekers or opinion recipients

Answer 30

opinion leadership

Question 31

- informal flow of information from one consumer to the other - No one represents a commercial selling source gaining something out of the transaction - based on friendship; family links - Roles can change over time: opinion leaders can become seekers or recipients

Answer 31

word-of-mouth

Question 32

- Self-confirmation and self-involvement - Social involvement - Product involvement - Message Involvement

Answer 32

needs of opinion leaders

Question 33

- new product or new usage information - reduction of perceived risk - Reduction of search time - Receiving the approval of the opinion leader

Answer 33

needs of opinion receivers

Question 34

The ____ _____ process usually takes place among friends, neighbors, and work associates that hold informal product-related conversations - These conversations usually occur naturally in the context of the product-category usage

Answer 34

opinion leadership

Question 35

interpersonal flow of communication (2)

Answer 35

- two-step flow - multistep flow

Question 36

A communication model that portrays opinion leaders as direct receivers of information from mass media sources who, in turn, interpret and transmit this information

Answer 36

two-step flow

Question 37

A revision of the traditional two-step theory that shows multiple communication flows

Answer 37

multistep flow

Question 38

The stages through which an individual consumer passes in arriving at a decision to try (or not to try), to continue using (or discontinue using) a new product.

Answer 38

adoption process (micro-process)

Question 39

- firm-oriented definitions - product-oriented definitions - market-oriented definitions - consumer-oriented definitions

Answer 39

innovations (defining)

Question 40

Innovations: Product is "new" to the company

Answer 40

firm-oriented definitions

Question 41

Innovations: ___: continuous, dynamically continuous, discontinuous

Answer 41

product-oriented definitions

Question 42

Innovations: ___: based on consumer exposure

Answer 42

market-oriented definitions

Question 43

Innovations: ___: consumer judges it as "new" regardless of the physical features or market realities

Answer 43

consumer-oriented definitions

Question 44

time vs sales

Answer 44

adopter categories

Question 45

adopter categories: ____ - the gatekeeper of the market - decides the destiny of the product - not common consumers (behaves more as a B2B → choose a product based on price, quality, performance) - very important because if they don't buy it the first time you won't have a market

Answer 45

innovators

Question 46

adopter categories: ___ look at innervation but also the 'cool' technology → becomes B2C where physiological factors (social status, etc.) play a role in choosing a product

Answer 46

Early adopters

Question 47

adopter categories: ___ use the technology because they will be left out without it

Answer 47

Laggards

Question 48

- defining the consumer innovator (the relatively small group of consumers who are the earliest purchasers of a new product) - interest in the product category (very interested) - the innovator is an opinion leader (provides other consumers with information and advice) - personality traits (more open than non-innovators; need for uniqueness; variety-seeking; inner-directed)

Answer 48

Issues in profiling consumer innovators

Question 49

the shift in an individual's social status from one status to another

Answer 49

social mobility

Question 50

Is the primitive and instinctual part of the mind that contains sexual and aggressive drives and hidden memories

Answer 50

id

Question 51

operates as a moral conscience

Answer 51

super-ego

Question 52

is the realistic part that mediates between the desires of the id and the super-ego

Answer 52

ego