46 Cards in this Set
| Front | Back |
|---|---|
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Production concept
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assumes customers are interested in products at low prices
|
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product concept
|
assumes customers will buy highest quality
|
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selling concept
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assumes customer is unlikely to buy unless persuaded to
|
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marketing concept
|
assumes to be successful a comopany must determine needs/wants
|
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4 P's
|
product
price
place
promotion
|
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4 Cs
|
Customer Value
Cost
Convenience
Communication
|
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targeting
|
the selection of one or more of the segments to pursue
|
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positioning
|
distinguishing an image of the product in the mind of the consumer
|
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societal marketing
|
marketers adhere to principles of social responsiblity int eh marketing of goods/services
|
|
secondary data
|
collected for reasons other than the specific research project at hand
|
|
observational research
|
helps marketers gain an in depth understanding of the relationship between people and products
|
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validity
|
accurate/appropriate
|
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reliability
|
if info can be used again
|
|
projective techniques
|
designed to identify consumers subconscious feelings and motivations
|
|
levels of problem solving
|
extensive
limited
routinized
|
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3 models of decision making
|
economic - rational and wise
cognitive - thinking problem solver
emotional - emotions drive consumption
|
|
problem recognition
|
between "acutal" and "desired"
|
|
5 ways to motivate customers
|
optimize satisfaction
prevent problems
escape problems
resolve conflict
maintain satisfaction
|
|
alternative evaluation
|
evoked set
|
|
Emotional choice process
|
variety seeking, impulse choices
|
|
Decision Rules
|
compensatory and non compensatory
|
|
compensatory
|
type of decision in which consumers evaluate each brand and select the one with the highest weighted score
|
|
non compensatory
|
conjuctive - meet all minimums
disjunctive - start w/important and narrow down to next
lexicographic - most important
|
|
motivation
|
activated state within a person
|
|
nature of motivation
|
needs are never fully satisfied. when one need is satisfied, another appears
|
|
2 types of needs
|
innate - primary needs an motives
acquired - learned response
|
|
3 goal conflicts
|
approach-approach
approach-avoidance
avoidance-avoidance
|
|
defense mechanism
|
methods by which people mentally re-define frustration situations to protect self-image
|
|
Arousal of motives
|
behaviorist - response to stimulus, elements of conscious thoughts is ignored
cognitive - behavior directed to goal achievement
|
|
trio of needs
|
power - desire to control environment
affiliation - need for friendship
achievement - need for accomplishment
|
|
motivational research
|
attempts to find underlying feelings
|
|
motivation and ethics
|
marketers create needs
targeting vulnerable groups. unhealthy
|
|
personality
|
inner psychological characteristics that determine and reflect how a person responds to environment
|
|
nature of personality
|
reflects persons differences, consistent and enduring, can change
|
|
3 theories of personality
|
Freudian
Neo-freudian
trait
|
|
Freudian theory
|
unconscious needs at the heart of human motivation
|
|
Neo-freudian
|
social relationships fundamental to personality
|
|
Trait theory
|
quantitative approach to personality as a set of physical traits
|
|
ID
|
irrational, impulsive part of personality
|
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Superego
|
judgemental, perfectionist part of personality
|
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Ego
|
rationalist part, inbetween, what is seen on the outside
|
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Innovators
|
innovativeness
dogmatism
social character
need for uniqueness
|
|
innovativeness
|
degree to which people are receptive to new products
|
|
dogmatism
|
degree towards unfamiliar products
|
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brand personality
|
personality-like traits associated with brands
(excitement, sincere, competence)
|
|
social character
|
ranges on a continuum for inner-directedness to other directedness
rely on own values when evaluating products
Other Directedness:
look to others
less likely to be innovators
|
MKTG 315: EXAM 2