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MKT 305: EXAM 1
virtual |
unknown sources online or in social networks |
group influences |
the sometimes not-so-subtle influences of family's and friends
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strategy |
is a planned way of doing something to accomplish some goal. |
Product differentiation |
a market place condition in which consumers do not view all competing products as identical to one another.
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Product positioning |
refers to the way a product is perceived by a consumer and can be represented by the number and types of characteristics they perceive.
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perception |
a consumers awareness and interpretation of reality. Viewed as subjective reality and ambiguous.
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Reality |
objective reality |
perception process |
sensing,organizing,reacting |
sensing |
a persons immediate response due to the 5 senses
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organizing |
assembling sensory evidence into something recognizable |
reacting |
reaction occurs as a response or behavior
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Subliminal processing |
refers to ways in which the human brain senses low-strength stimuli. Or stimuli that occur below level of conscious awareness.
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Learning |
refers to change in behavior resulting from the interaction between a person and stimulus. |
sensation |
describes a consumers immediate response to a stimulus within proximity.
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webers law |
states that as the intensity of the initial stimulus increases, a consumers ability to detect differences between two levels of the stimulus decreases. |
JMD |
Just Meaningful Difference, represents the smallest amount of change in stimulus that would influence consumers consumption and choice.
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Classical conditioning |
refers to a change in behavior that occurs simply through associating some stimulus with another that naturally causes a reaction.
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Operant conditioning |
involves applying reinforcement or punishment. voluntary behavior.
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shaping |
a process through which the desired behavior is altered over time in small increments.
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instrumental |
behavior is conditioned through reinforcement. ex) child being potty trained. |
unintentional learning |
consumers sense and react (respond) to the environment.
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associative networks |
sometimes referred to as semantic network, is a network of mental pathways linking all knowledge with memory. ex) family tree
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Elaboration theory |
refers to the extent to which a person continued processing a message even after she develops an initial understanding in comprehension stage. ex) connecting yourself in a situation.
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schema |
a portion of an associative network that represents a specific entity and thereby provides it with meaning.
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scripts |
schema representing an event. consumers derive expectations for service encounters form these scripts. |
homeostasis |
refers to the fact that the body naturally reacts in a way to maintain a constant normal bloodstream. |
regulatory focus theory |
following closely from the contrast between homeostasis and self improvement, puts forward the notion that consumers orient their behavior either through a prevention focus or a promotions focus. |
Anticipation appraisal |
focuses on the future and can elicit anticipatory emotions like hopefulness or anxiety. |
Agency Appraisal |
reviews responsibility for events and can evoke consequential emotions like gratefulness, frustration, guilt or sadness. |
equity appraisal |
considers how fair some event is and can evoke emotions like warmth or anger.
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Outcomes appraisal |
considers how something turned out relative to ones goals and can evoke emotions like joyfulness, satisfaction, sadness, or pride. |
consumption process |
need,want,exchange,costs and benefits, reaction, value. |
need |
necessity for something creates want.
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want |
specific desire that spells out at way consumers can go address a need.
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exchange |
giving up one thing for another |
costs and benefits |
the negative and positive results |
anthropology |
allow researchers to interpret the relationship between consumers and the thing they purchase,own, and activities participating in. |
ethnography |
involves analyzing the artifacts associated with consumption. |
nethnography |
applies ethnographic tools to study the behavior of online cultures and communities. |
phenomenology |
represents the study of consumption as a lived experience. |
customer relationship management |
CRM, customers form a relationship with companies as opposed to companies conducting individual transactions with customers. |
cognition |
the thinking or mental processes that go on as we process and store things that can become knowledge. |
augmented product |
original product plus the extra things needed to increase the value of consumption. |
target mkt selection
|
signifies which mkt segment a company will serve with a specific marketing mix. |
consumer behavior role in society/business |
consumer behavior creates the society in which we live in and serves as an important input to public policy in a free society. |
self conscious emotions |
includes price, guilt, embarrassment, regret shame and hope. |
explicit memory |
when a consumer is repeatedly exposed and tries to remember info. |
implicit memory |
things that a person did NOT try to remember. |
sensory memory |
where we store what we encounter with our 5 human senses. |
iconic storage |
visual information as an exact representation of the scene
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echoic storage |
auditory information as an exact representation of sound. |
Workbench memory |
short term storage area in the memory system where info is stored and encoded for placement in long term memory and eventually retrieved for future use.
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encoding |
info is transferred from workbench memory to long term memory. |
retrieval |
info is returned back to workbench memory for further processing with limited capacity of 5-7 units of information. |
long term memory |
repository for all information that a person has encountered. with unlimited capacity and unlimited duration. Info is coded as semantic coding. |
semantic coding |
stimuli are converted to meaning that can be expressed verbally. |
stakeholder types |
customers,employees,owners,supplier, regulating agencies |
secondary stakeholders |
mass media, communities, trade organizations |
product |
not a collection of attributes but rather a potentially valuable bundle of benefits. |
interpretive research |
seeks to explain the inner meanings and motivations associated with specific consumption experiences. |
qualitative research |
includes case analysis, clinical interviews, focus group interviews |
quantitative research |
addresses questions about consumer behavior using numerical measurement and meaning that the consumer will simply choose a response among alternatives provided by the researcher. |
consumer orientation |
a way of doing business in which the action and decision making of the institution prioritize consumer value and satisfaction above all other concerns. Key concern to a business with market oriented culture. |
utilitarian value |
gratification derived from some thing that helps the consumer solve problems or accomplish tasks that are part of being a consumer. fulfill basic needs
|
hedonic value |
is the immediate gratification that comes from experiencing some activity. fulfill desire for something. |
utilitarian |
clear rational explanation can be provided as well as provided a means to an end. ex) search engines |
hedonic |
emotional and subjective in nature, action can be difficult to explain objectively. Provides an end.
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environment |
people and groups who help shape a consumers everyday experiences. |
personal |
the consumer knows the people |
impersonal |
unknown people like celebrities |