-
personal consumer
- The individual who buys goods and services for his or her own use, for
- household use, for the use of a family member, or for a friend.
-
organizational consumer
- A business, government agency, or other institution (profit or
- nonprofit) that buys the goods, services, and/or equipment necessary for the
- organization to function
-
developing the marketing concept
Production orientation, Sales orientation, marketing concept
-
marketing mix
product, price, promotion, place
-
impact of digital technology
marketers have more products and services, instantaneous exchanges, collects and analyzes data. consumers have power and information
-
qualitative research
Depth Interviews, Focus Groups, Projective Techniques, Metaphor Analysis
-
depth interview
- Also called one-on-one interview, Usually 20 minutes to 1 hour, Nonstructured, Interviewer will often probe to get more feedback (see following slide for probing), Session is usually
- recorded
-
qualitative collection
- 8-10 participants, Respondents are
- recruited through a screener questionnaire, Lasts about 2 hours, Always taped or videotaped to assist analysis, Often held in front of two-way mirrors, Online focus groups are growing
-
metaphor analysis
Zaltman Metaphor Elicitation Technique (ZMET) combines collage research and metaphor analysis to bring to the surface the mental models and the major themes or constructs that drive consumer thinking and behavior.
-
looking in
qualitative, looking at social media and blogs
-
quantitative research
observation, experimentation, survey questionairres
-
value proposition
- expressed through promotion, stating the product’s or service’s capacity to deliver
- specific benefits.
-
demographic segmentation
age, gender, marital status, family life cycle, income, education
-
geodemographic segmentation
Based on geography and demographics, People who live close to one another are similar
-
psychographics
lifestyles, activities, interests, and opinions
-
-
-
consumer specific segmentation bases
usage rate, usage situation, benefit segmentation, perceived brand loyalty, brand relationship
-
concentrated marketing
one segment
-
differentiated marketing
Several segments with individual marketing mixes
-
motivation
driving force within individuals that impels them to action.
-
the essence of the marketing concept.
Marketers do not create them but can make consumers aware of them.
needs
-
innate needs
Physiological (or biogenic) needs that are considered primary needs or motives
-
acquired needs
Learned in response to our culture or environment. Are generally psychological and considered secondary needs
-
generic goals
general categories of goals that consumers see as a way to fulfill their needs
-
product specific goals
specifically branded products or services that consumers select as their goals
-
positive motivation
A driving force toward some object or condition, Approach Goal, A positive goal toward which behavior is directed
-
negative motivation
A driving force away from some object or condition, Avoidance Goal, A negative goal from which behavior is directed away
-
substitute goal
Are used when a consumer cannot attain a specific goal he/she anticipates will satisfy a need, dispel tension, may replace original goal over time
-
failure to achieve goal results in
frustration
-
rational motives
consumers select objective goals, price, size, weight
-
emotional motives
pride, fear, status
-
those who raise goals after meeting old ones
raising level of aspiration
-
Maslow’s Hierarchy of Needs
physiological needs, safety and security needs, social needs, ego needs, self-actualization
-
trio of needs
Power, Affiliation, Achievement
-
measuring motives
qualitative: metaphor analysis, storytelling, word association and sentence completion
-
showing pictures and listening to what the consumer says about them
Thematic Apprehension Tests
-
Personality
Personality reflects individual differences, is consistent and enduring, can change
-
Freudian Theory
Unconscious needs or drives are at the heart of human motivation
-
Non-Freudian Theory
Social relationships are fundamental to the formation and development of personality
-
Trait Theory
Quantitative approach to personality as a set of psychological traits
-
ID
Warehouse of primitive or instinctual needs for which individual seeks immediate satisfaction
-
super ego
Individual’s internal expression of society’s moral and ethical codes of conduct
-
ego
Individual’s conscious control that balances the demands of the id and superego
-
Dogmaticism
A personality trait that reflects the degree of rigidity a person displays toward the unfamiliar and toward information that is contrary to his or her own established beliefs
-
Inner-directedness
rely on own values when evaluating products, Innovators
-
other-directedness
look to others, less likely to be innovators
-
Optimum Stimulation Level
A personality trait that measures the level or amount of novelty or complexity that individuals seek in their personal experiences, High OSL consumers tend to accept risky and novel products more readily than low OSL consumers.
-
sensation seeking
The need for varied, novel, and complex sensations and experience. And the willingness to take social and physical risks for the sensations.
-
Variety-Novelty Seeking
VaMeasures a consumer’s degree of variety seeking. Examples include: Exploratory Purchase Behavior, Use Innovativeness, Vicarious Exploration
-
Need For Cognition
A person’s craving for enjoyment of thinking, Individual with high NFC more likely to respond to ads rich in product information
-
Different Self Images
Actual Self Image, Ideal Self Image, Social Self Image, Ideal Social Self-Image, Expected Self Image, Out-to Self
-
sensation
is the immediate and direct response of the sensory organs to stimuli, stimulus is any unit of input to any of the senses.
-
absolute threshold
lowest level where senses pick something up, varies by individual
-
sensory adaption
when consumers get used to a sensation. used to a product, ad, etc
-
differential threshold
Minimal difference that can be detected between two similar stimuli, Just Noticeable Difference, the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.
-
perceptual selection
consumers subconsciously which of the stimuli they are going to perceive. depends on a previous experience or motives at the time
-
nature of the stimulus
product’s physical attributes, package design, brand name, advertising
-
contrast
advertisers use extreme color, size to create stopping power while shopping
-
expectations
Based on familiarity, previous experience or expectations.
-
motives
Needs or wants for a product or service
-
selective exposure
consumers seek out messages which are pleasant, they can sympathize, reassure them of good purchases
-
selective attention
heightened awareness when stimuli meet their needs, consumers prefer different messages and medium
-
perceptual defense
screening out of stimuli which are threatening
-
perceptual blocking
consumers avoid being bombarded by tuning out, tiVo
-
interpretation
stereotypes, physical appearances, descriptive terms, first impressions, halo effect
-
umbrella positioning
overall image of the company where many products can be featured (disney, apple)
-
positioning based on a certain benefit
subways healthy
-
perceived price
if price is unfair that affects perception
-
reference pricing
the reference price we compare prices to
-
internal reference price
price we have in our memory
-
perceived quality of products: extrinsic cues
pricing, image, or storage
-
intrinsic cues
the physical characteristics of the product
-
perceived risk
The degree of uncertainty perceived by the consumer as to the consequences (outcome) of a specific purchase decision. the more expensive the higher the risk.
-
functional risk
the risk that the product will not perform as expected
-
physical risk
risk to self and others
-
financial risk
the product will not be worth its cost
-
psychological risk
a poor product choice will hurt the consumer's ego
-
time risk
too much time wasted in purchasing product
-
social risk
the choice of the product might lead to social embarrassment
-
how consumers handle risk
seek information, stay brand loyal, select brand image, rely on store image, buy the most expensive model, seek reassurance
|
|