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WVU MKTG 315 - Exam 2 Study Guide
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MKTG 315 1st EditionExam # 2 Study Guide chapters 12-16Chapter 12-Self-Concept and Lifestyle Self ConceptSelf-concept: is defined as the totality of the individuals thoughts and feelings having reference to himself or herself as an objectActual self-concept: who a person is nowIdeal self-concept: who a person would like to beIndependent self-concept: emphasized personal goals, characteristics, achievements, and desiresInterdependent self-concept: emphasizes family, cultural, professional, and social relationshipsPossessions and Extended SelfExtended Self: consists of the self plus possessionsPeak Experience: is an experience that surpasses the usual level of intensity, meaningfulness, and richness and produces feelings of joy and self-fulfillment Mere Ownership Effect: (or endowment) is the tendency of an owner to evaluate an object more favorably than a non-owner Brand Engagement: refers to the extent in which an individual includes important brands as a part of their self-conceptMeasuring Self-Concept-Most common way is through the semantic differential, Malhotra developed 15 adjectives to show this, and this have been proven to describe ideal, actual, and social self-conceptsThe Nature of LifestyleLifestyle: how a person livesLife Style determinants: Demographics, Subculture, Social Class, Motives, Personality, Emotions, Values, Household style, Culture, Past ExperiencesHow we Live: Activities, Interests, Likes/Dislikes, Attitudes, Consumption, Expectations, FeelingsImpact on Behavior: Purchases: How, when, where, what, with whomConsumption: Where, with whom, how, when, whatThe VALS SystemVals: provides a systematic classification of American adults into eight different consumer segmentsThree primary motivation underlie Vals:- Ideals Motivation- consumers are guided in their choices by their beliefs and principles rather than feelings desires of social approval- Achievement Motivation- consumers strive for a clear social position and are strongly influenced by actions, approval, and opinions of others- Self-Expression Motivation- these action oriented consumers strive to express their individuality through their choicesChapter 13- Situational InfluenceClients who use Planalytics to adjust their marketing strategy:Campbell Soup- created a “Misery Index” which takes into consideration whether changes and the time span, within a day, week, or over a yearLands’ End- this global retailer uses the info on whether or plan and forecast inventories, change merchandising, and promotional offeringsNature of Situational InfluenceSituational Influence: all those factors particular to a time and place that do not follow from a knowledge of stable attributes of the consumer and the stimulus and that have an effect on current behaviorCommunication Situation: situation in which consumers receive information has an impact on their behaviorPurchase Situation: influence consumers in order to develop marketing strategies that enhance the purchase of their productsUsage Situation: marketers can communicate how their products are of will be appropriate in creating consumer satisfaction or being used in a situationDisposition Situation: can create significant problems or opportunities for marketers, disposition consumers are experiencing has a huge effect on spendingPhysical Surroundings-includes décor, sounds, aromas, lighting, whether, and configurations of merchandiseStore Atmosphere: all physical features in a retail environmentServicescape: the atmosphere in a business like hospital, bank, or restaurantComponents of physical environment:- Colors- Music- Aromas- Crowding Social Surroundings-the other individuals present in a situation-people’s attitudes and appearance change in different social situationsEmbarrassment: is a negative emotion influenced by both the product and situationTemporal Perspectives: situational characteristics that deal with the effect of time on consumer behaviorTask Definition-the reason the consumption activity is actually occurringGift giving: consumers use different shopping strategies and purchase criteria when shopping for gifts versus shopping for self-useAntecedent States-Features of the individual person that are not lasting characteristics, such a momentary moods,or conditionsMoods: transient feeling states that are generally not tied to a specific event or objectMomentary conditions: whereas moods reflect state of mind, momentary conditions reflect states of being such as being tired, sick, or brokeChapter 14- Consumer Decision Process and Problem RecognitionPurchase Involvement: level of concern or interest in a purchaseProduct Involvement: level of concern for productNominal Decision: sometimes habitual decision making, involves no decision per item-Brand Loyalty Purchases-Repeat PurchasesLimited Decision Making: involves internal and limited external searchExtended Decision Making: involves an extensive internal and external information search followed by a complex evolution of multiple alternatives and significant post purchase evaluationProblem recognition: is the result of a discrepancy between a desired state and an actual stateActive Problem: is one the consumer is aware of or will become aware ofInactive Problem: is one of which the consumer is not awareProblem RecognitionGeneric Problem Recognition: Involves a discrepancy that a variety of brands within a product category can reduceSelective problem recognition: Involves a discrepancy that only one brand can solveChapter 15- Information SearchNature of Information SearchInternal Source: relevant information from long-term memory is used to determine answerExternal Search: can involve independent sourcesOngoing Search: is done both to acquire information for possible later use and because the process itself is pleasurableAppropriate AlternativesAwareness Set: is composed of those brands consumers are aware ofInert Set: is composed of those brands consumers are aware of and view in a neutral mannerInept Set: is composed of those brands consumers are aware of and view negativelyEvoked Set: is composed of those brands or products one will evaluate for the solution of a particular problemSources of Information- Memory of past searches, personal experiences- Personal sources, such as friends, family, and others- Independent sources, such as magazines, consumer groups, and government agencies- Marketing sources, such as sales personnel, websites, and advertising-


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WVU MKTG 315 - Exam 2 Study Guide

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