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Fashion Marketing Final > multipule choicd > Flashcards

multipule choicd Flashcards

(53 cards)

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1
Q

Motivations

A

driving force within individual that imples them toaction

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2
Q

Innate needs vs acquired need

A

innate- food, water, air, clothing… primary needs or motives
acquired need- what we learn in response to our culture or enviorment…. secondary needs

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3
Q

motivation can be _____ and ______ in direction

A

positive or negtive

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4
Q

motivation can be _______ motive and ______ motive

A

rational motives or emotional

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5
Q

motivations are ______ satisfies

A

never fully

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6
Q

Needs

A

♣ Are the essence of the marketing concept
♣ Marketers do not create needs
♣ We enhance needs
♣ And we make consumers aware of the needs

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7
Q

dynamic nature of needs

A

they are always changing

  • they never fully satisfied
  • new needs emerge
  • people who achive need then set a higher one
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8
Q

Substitiute goal

A

Are used when a consumer cannot attain a specific goal he/she anticipated willsatisfy a need

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9
Q

the trio of needs

A

power, affiliation, achivment

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10
Q

Perception

A

the prosses by which and individual selects, organizes and interprtes stimli into a meaningful and coherent picture

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11
Q

stimulus

A

A stimuli is anything that provocts your sences or effecting who we are as a human

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12
Q

absolute threshold

A

♣ the lowest level where an individual can experience a stumilation

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13
Q

Attitude

A

A learned predisposition to behave in a consistory favorable/unfavorable manner with respect to a given object

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14
Q

Learned

A
  • means you had experience with this
  • has to be more then one time
  • relationship to an object (brand, garment, store, service, sales associate, stimli,) these all form attitude
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15
Q

sensation

A

is the immediate and direct responce of the sensory irgans to stimuli

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16
Q

sensatory adaptation

A

is a problem that concerns many natinal advertisers, they are afraid that consumers get used to there ad and then they will no longer see them

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17
Q

subliminal perception

A

when stimuli are too weak to be consiously seen but may be string enough to be precived

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18
Q

perceptual blocking

A

consumers protect themselves by blocking

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19
Q

Diffrences between selective attention, selective expsoure and perceptual bloacking

A

selective attention - they are selectove at what they give attention to
selective exsposure - they are activly seeking out messages that they find pleasent
perceptual blocking - consumers protect themselves by blocking

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20
Q

Physical appearances relate to perceptually

A

more attractive people resonate with people more then an average looking person

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21
Q

Consumer sterotypes related to perceptually

A

they serve as exspectations of what specific situations, people or events will be like

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22
Q

halo effect

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A

when consumers baise there opinion f everything based off one demetention (brand name or spokesperson)…

23
Q

jumping to conclusions

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A

many people jump to conclusions many people will hear the first few parts of a commercial then just to conculion so companies put most important at the front

24
Q

6 positioning techniques

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A
  1. umbrella positioning - one big overall theme that can be broken down for key products (example Patagonias “you to can get away with the right gear)
  2. positioning against the competition- when they use it against the other company examples - wheres the beef for wendys or Patagonia “because denim is filthily business”
  3. Positioning based on a specific benefit - patagonia s worn wear ads about if its broke we will fix it
  4. finding an onowned position - the easy to travle jackets they made that fold up
  5. filling several positions- offering lots of things that the products has - Patagonia - being earth friends, durable, clean, useful, saves space, helps the planet
  6. repositioning- changing the current market or how they are assumed to be- this for patagucci is trying to reach the weekender market not just the die hards
25
Cognitive distatance
Post purchase anxiety
26
Transaction utility
concerns the perceived pleasure or displeasure associated with the finical aspects of the products
27
Licensing operates under
stimulus geneneration
28
Positioning operates under
stiumulus discrimination
29
Involvement Theory
this is how your brain prosses diffrent kinds of information... your left brain processes the ratinal and relistic and the right side is emotinal and impulsive
30
brand equity
refers to the value inherent in a well known brand comes form perception of the brand has to do with te social estein that is provided by the brand aslo the customer trust the brand
31
brand loyalty levels
``` From the weakest to strongest - weakest • brand reconistion • Weakest is the consumer recognizes the brand • If you can’t - Second • Brand prerance • Right in the middle • This is not the stronegts - Strongest • I will only by this brand • Brand insistence ```
32
Brand Loyalty
the ultiment desired outcome for consumer learning... there is no single deffinition this involves attitues and behaviors of the customer
33
co-branding
the basis of co-branding is when two brand names are featured on a singe product in hopes to use one brand equitys to enhance the others.
34
Behavioral learning vs cognative conditioning
behavioral is based on the responce to the stimulis and cognitive is based on anticipating the the future enviorment
35
attribution therory
attemts to exsplain how people blame or credit things to events on the basis of there behavior or otheres.... THE WHY (example.... she tried to sell me that brand over the other bc she makes bigger commission)
36
Vicarious learning
people observe how others react then react the same way.... known as observational learning
37
Sleeper effect
♣ Communication or negativity around the brand for whatever the reason i.e sustainability, ♣ Studies say this lasts about 6 weeks then they start forgetting ♣ We are stronger on the positives we remember more positives
38
decay theory
momoreys fade after time
39
culture
The sum total of learned beliefs vales and customs that serve to regulate the consumer behavior of members of a particular society
40
Core values in american culture
examples: - achivement and success - activity - efficency and practiacllity - progress - material comfort - individualizum - freedom - external conformity - humanitartianism - youthfulness - fitness and health
41
sub cultures
a set of belifes, values and customes that are set apart fro other members of the same society
42
acculturation
marketers orient themselves with the values and belives and customes of the new society then gain acceptance
43
Enculturation
When you teach about your own culture
44
Trait Theory
o What we want to show off to people | o This is to show traits we see in ourselves
45
generation z
the teens right now havent lived without technology
46
gen Y / Millennials
us.... value orriented computer in homes exsperinced baised
47
gen X
parents... they work to live arent rushing to start a family like there parents were they are price orriented
48
baby boomers
grandparents very brand loyal they have lots of the money
49
busters and slackers
generation x
50
echo boomers
sometime millenials are called this bc they are born form the offsprings of the baby boomers and there was an increase in birth rates at that time
51
difference between attitude and belifes with examples
Belief: A descriptive thought that a person holds about something. - this shirt will help us be trendy Attitude: A person’s consistently favorable or unfavorable evaluations, feelings, and tendencies toward an object or idea. - this tends to fit nicely
52
over and under positioning examples
Over- occurs when customers cannot readily identify the image of the brand example - Under - failed to communicate who they are as a brand example-
53
particular instance of consumer perception
How consumer and the group of consumers we belong to see the world - interprate high prices - interpret ads - interprate markdowns

Fashion Marketing Final (1 decks)

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