Test 2 Flashcards
(100 cards)
1
Q
Define subculture
A
A segment of a larger culture whose members share distinguishing values and patterns of behavior
2
Q
What are common subcultures?
A
Ethnic groups
Religion
Geographic regions
Generations
3
Q
Ethnic subcultures define
A
When shared behaviors are based on a common racial, language, or national background
4
Q
Event marketing
A
Creating or sponsoring an event that has a particular appeal to a market segment
5
Q
What’re are all the ethnic sub cultures?
A
African Americans Hispanics Asian Americans Native Americans Asian Indian Americans Arab Americans
6
Q
What’re African Americans buying power?
A
1.1 trillion
7
Q
African American demographics
A
Younger, less educated, lower income
8
Q
Marketing to African Americans
A
Buy more national brands
Shop as a form of recreation
9
Q
Where are African Americans most largely populated?
A
South, north east, and Midwest
10
Q
Acculturation define
A
The degree which an immigrant has adapted to his new culture
11
Q
Hispanic Americans buying power
A
1.2 trillion
12
Q
Marketing to Hispanic Americans
A
Extremely brand loyal, and less receptive to advertisements
13
Q
Hispanic consumer groups
A
First generation (migrated to America, have both cultures) Second generation (bilingual) Third generation (speak English as first language)
14
Q
Asian Americans
A
Highest educated, largest income
Believes in saving, buys in small quantities
Most diverse group
15
Q
Asian American buyin power
A
713 billion
16
Q
Asian Indian American consumer groups
A
Place high value on education
Concerned with financial security
Husbands have dominant decision making roles
17
Q
Arab Americans consumer group
A
Tired of negative stereotyping about their culture
Majority identify as Christians
18
Q
Religious subcultures
A
Christian
Non Christian
19
Q
Christian subcultures
A
Roman Catholic
Protestant
Borne again Christian
20
Q
Non Christian sub cultures
A
Jewish
Muslim
Buddhist
21
Q
Religion subcultures arise as a following of…
A
Climate conditions
Natural environment
Characteristics of various immigrant groups
Political events
22
Q
Define household
A
All the people who occupy a housing unit
23
Q
What’re the types of households?
A
Family house hold
Non family household
24
Q
Family household define
A
Having at least two members related by brith, marriage of adoption
25
Nonfamily household define
Householder living alone or with roommates
26
Multigenerational household
Household containing two adult generations or a grandparent and another generation
27
Household life cycle
Younger (35)
Middle aged (35-64)
Older (64)
28
Younger stage in HLC
Single 1 (recreational and leisure items)
Young couples: no children
Full nest 1
Single parent 1
29
Middle aged stage in HLC
```
Middle-aged single
Empty nest 1
Delayed full nest 1
Full nest 2
Single parent 2
```
30
Older stage in HLC
Empty nest 2
| Older single
31
Family purchase roles(6)
```
Initiators
Information gathers
Influencers
Decision maker
Purchaser
User
```
32
Determinants of family purchase roles
Culture
Role specialization
Involvement
Personal characteristics (education and income)
33
Conflict resolution
```
Bargaining
Impression management (lying about facts)
Use of authority
Reasoning
Playing on emotion
Additional information
```
34
The content of consumer socialization (3)
Consumer skills
Consumption related preferences
Consumption related patterns
35
Consumer skills define
Capabilities necessary for purchases to occur such as understanding money, budgeting, product evaluation
36
Consumption related preferences define
Knowledge, and values that cause people to frat house different evaluations to products and brands
37
Consumption related attitudes
Cognitive orientations towards advertisement, sales people and warranties
38
Reference group
A group that an individual uses as a guide for behavior in a specific situation
39
Groups are classified by these variables
Membership
Strength of social ties
Type of contact
Attraction
40
What is dichotomous ?
The membership criteria (either you're a member or you're not)
41
Strength of social ties
```
Primary groups (strong ties)
Secondary groups (weaker ties)
```
42
Type of contact
Refers to wether the interaction is direct or indirect
43
Attraction
Desirability the membership in the group has for the individual.
Can be negative or positive
Dissociative (negative)
Aspiration (positive)
44
Consumption subculture
Self selects on basis of shared commitment to a particular brand
Identifiable social structure
Shared beliefs
Modes of symbolic expression
45
Seeding define
Free samples are given away to influential members of social networks
46
Brand community
Community bases on social relationships among owners of a brand
47
Communities are defined by
Consciousness of kind
Rituals and traditions
Moral responsibility
48
How marketers use social media (guidelines)
Transparency
Be apart of the community
Take advantage of the unique capabilities of each venue
49
The nature of reference group influence
Informational
Normative
Identification
50
Informational influence
When an individual uses the behaviors and options of reference group as useful information
Ex track team and energy bar
51
Normative (utilitarian) influence
Occurs when an individual fulfills group expectations to gain avoid sanction
Ex: wearing clothes to fit in
52
Identification (self expression) influence
Occurs when individuals have internalized the groups values and norms
53
Degree of reference group influence (3)
More commitment to the group, more they will conform to group values
The more relevant a particular activity is
Confidence in the purchase situation
54
ASCH phenomenon
A friend who is the weak target can be used to ci five the other friends to buy a product
55
Opinion leader define
Go to person person for specific categories
56
Two step flow of communication
Process of one person receiving information from the mass media and passing it on to others
57
Multistep flow of communications
Opinion leaders seek info from sources and interpret the info
58
Market mavens
Have info about a lot of brands, generalized market influencers
59
Crowdsourcing
Relying on other customers for knowledge
60
Influentials
Represent 10 percent of the population
61
Marketing strategies to generate WOM
Advertising
Product sampling
Personal selling
Creating buzz
62
3 types of opinion leaders
Market mavens
Influentials
E-fluentials
63
Advertising as an influence
Stimulation (creating exciting advertisement to refer products)
Simulation (having opinion leaders endorse products)
64
Guerrilla marketing
Marketing with a limited budget that tries to create a buzz (coca cola vending machines)
65
Innovation
An idea or product perceived to be new. Basically anything new
66
Group phenomenon
The manner by which a new product spreads through the market
67
Categories of innovation
Continuous
Dynamically continuous
Discontinuous
68
Continuous innovation
Requires small changes in behavior. Ex adding a gps to a car
69
Dynamically continuous innovation
Requires a moderate change in a behavior. Example would be Uber's
70
Discontinuous innovation
Requires major changes in behavior. Examples include self driving cars
71
Stages in the adoption process
```
Awareness (problem recognition)
Interest (info search)
Evaluation (alternative evaluation)
Trial (purchase)
Adoption (postpurchase evaluation)
```
72
Adopter categories
```
Innovators
Early adopters
Early majority
Late majority
Laggards
```
73
Innovators percentage
2.5, try it first, risk takers
74
Early adopters percentage
13.5
| Opinion leaders
75
Early majority percentage
34
| Cautious about the product
76
Late majority percentage
34
77
Laggards percentage
16, don't want to change
78
Four major steps in information processing
Exposure (random, deliberate)
Attention (low, high )
Interpretation (low, high)
Memory
79
Perceptual defense
Individuals are not passive recipients of marketing messages
80
Types of exposure(2)
Selective
| Voluntary
81
Types of selective exposure
Zipping (fast forwarding)
Zapping (changing channels)
Muting
82
Types of voluntary exposure
Infomercials
| Permission-based marketing
83
Attention is determined by what factors(3)
Stimulus
Individual
Situation
84
Stimulus factors of attention
```
Size
Intensity
Attractive visuals
Color and movement
Position
Isolation
Format
Contrast/ expectations
Interestingness
Information quantity
```
85
Adaption level theory define
If a stimulus doesn't change over time we adapt to it and begging to notice it less
86
Individual factors of attention
Motivation
| Ability
87
Situational factors of attention
Clutter
| Program involvement
88
Cocktail party effect define
An individual engaged in a conversation with a friend isn't consciously aware of other conversation until someone calls their name
89
Nonfocused attention
Hemispheric lateralization
| Subliminal stimuli
90
What influences interpretation?
Individual characteristics
Situational characteristics
Stimulus characteristics
91
Important aspects of interpretation
Perceptual relativity (hard to interpreter without a reference point)
It's subjective
Cognitive thinking
92
Define cognitive interpretation
Stimuli is placed into memory. Example people use to think DVDs were VCRs
93
Affective interpretation define
The emotional response triggered by a stimulus such as an ad
94
Types of individual characteristics
Traits
Learning and knowledge
Expectations
95
Contextual cues define
Play a role in interpretation aside from the actual stimulus
Color
Nature of programming
96
Stimulus characteristics
Traits
Organization
Changes
97
Rhetorical figures define
Involve the use of an unexpired twist in how a message is communicated
98
Types of organization
Stimulus organization (physical arrangement of stimulus)
Proximity (stimuli positioned close are perceived to be together)
Ambush marketing (activity that implies a firm is a part of an event that they aren't )
Closure (presenting an open ended stimulus)
Figure ground (presenting the stimulus as a focal point)
99
Sensory discrimination
Ability to distinguish between similar stimuli
100
Jnd (just noticeable difference)
Minimum that a brand can differ from another with the difference being notices
