WVU MKTG 315 - Final Exam Study Guide (14 pages)

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Final Exam Study Guide

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Final Exam Study Guide


Study Guide
West Virginia University
Mktg 315 - Buyer Behavior
Buyer Behavior Documents
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MKTG 315 1st Edition Final Exam Study Guide chapters 7 18 Chapter 7 Types of GroupsGroup defined as two or more individuals who share a set of norms values beliefs and have certain relationships with one another Primary Group family and friends Secondary Group professional or neighborhood associations Dissociative Reference Groups can influence behavior just as those with positive desirability Aspiration Reference Groups also exert strong influence individuals purchase products because they are used by a certain group in order to a achieve membership into the group SubculturesConsumption Subculture a distinctive subgroup of society that self selects on the basis of a shared commitment Marketing and Consumption Subcultures groups develop rituals and modes of symbolic communication that often involve products or services CommunitiesBrand Community is a non geographically bound community based on a structured set of social relationships among owners of a brand and the psychological relationship they have with the brand Online Community interacts over time around a topic of interest on the internet Online Social Network Site web based service that allows individuals to construct a public or semi public profile within a bounded system Online communities and social networks are attractive to marketers who are spending over 4 billion on adverting on social networking A recent study showed that the public s most favorable interaction with a firm is when they provide incentives such as free products and coupons Reference Groups and Influences Informational influence occurs when an individual uses the behaviors and options of reference group members as potentially useful pieces of information Normative Influence sometimes referred to as utilitarian influence occurs when an individual fulfills group expectations to gain a direct reward or to avoid something Identification Influence or value expressive occurs when individuals have internalized the group s values or norms Marketer s determine degree of group influence by categorizing things by situation behavioral response and type of influence Sales Strategies Asch Phenomenon naive subjects will agree with people to respond before them to a question even if it is clearly wrong Marketer s use reference groups to develop advertisements Word of Mouth Communication individuals sharing information with others in a verbal form can be a great cause of free publicity Opinion Leader individuals who actively filter interpret or provide product and brand information to the people in their lives Two step communication and multi step communication Marketing Strategies to Generate WOM and Encourage Opinion Leadership Advertising Product Sampling Retailing Personal Selling Creating Buzz Innovations Innovation idea practice or product perceived to be new by the relevant individual of a group Categories of Innovations Continuous requires minor changes as you go Dynamically Continuous requires moderate changes in important behaviors Discontinuous This is a major behavioral change but once you make the change adjustments are not needed Adoption Process becoming aware and exposed to a new innovation Diffusion Process manner in which innovation is spread throughout a market Innovators early adopters early majority late majority Lagards limited to social access very reluctant to adapt innovations Chapter 8 The Nature of Perception Information processing series of activities by which stimuli are perceived transformed into information and stored Perceptual Defenses individuals are not passive recipients of marketing messages Exposure occurs when a stimulus is placed within a person s relevant environment and comes within range of their sensory nerves Selective Exposure Zipping going over or around commercials Mutting turning the sound off These are known as AD Avoidance Product Placement provides exposure that customers do not try to complain Infomercials program length TV commercials Permission Based Marketing consumers control the messages they are exposed to Attention Stimuli activate one or more sensory receptor nerves and the results go to your brain for processing Factors of Stimuli Size Intensity Attractive Visuals Color and Movement Position Isolation Format Contrast and Expectations Interestingness Information Quantity Information overload consumers are overwhelmed with too much information that they do not want to be bothered with any of it Individual Situational Factors Motivation created by some kind of an interest or need Smart Banners banner ads activated based on terms in your search engine Ability capacity to understand and process marketing information Brand familiarity is an ability factor related to attention Clutter to dense of stimuli in the environment making it hard to focus on Program Involvement how interested viewers are in the program of editorial concept surrounding the ads Non focused Attention things your brain get side tracked on things in the subconscious Hemispheric Lateralization term that applied to activities that take place on each side of the brain Subliminal Stimuli very subtle messages one is not fully aware of seeing it Interpretation Interpretation the assignment of meaning to sensations Perceptual Relativity relative process rather than absolute Cognitive Interpretation process by which stimuli are paced into existing categories of meaning Affective Interpretation the emotional of feeling response triggered by stimulus Individual Characteristics Traits physical and psychological traits that make us up drive our needs desires and how stimulus is interpreted might also perceive things based on learning knowledge or expectations Situational Stimulus Characteristics Cues present in the situation play a role in consumer interpretation independent from stimuli Traits specific traits of the stimulus size shape color affect how consumers react Stimulus Organization physical set up of the stimulus object cluttered neat pretty Proximity stimuli closed together are assumed to be part of one group or category Ambush Mass communication to make people see hear and remember you Changes Sensory Discrimination ability to distinguish between similar stimuli Just Noticeable Difference minimum amount a brand can differ from another Inference goes beyond what is directly stated or presented Brand Extension leveraging an already existed brand names Co Branding alliance with another brand Chapter 9 Learning change in content or organization of

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