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123 Cards in this Set
- Front
- Back
Market Segmentation Strategy |
organization targets its product,service, or idea only to specific groups of consumers rather than to everybody |
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Consumer Behaviour |
It is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires |
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Consumer |
a person who identifies a need or desire, makes a purchase, and then disposes of the product during the three stages of the consumption process |
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Relationship Marketing |
Happens when we interact with customers on aregular basis and give them solid reasons to maintain a bond with the company overtime |
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Role Theory |
Much of consumer behaviorresembles actions in a play. As in a play, each consumer has the lines, props, and costumesnecessary to put on a good performance |
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Drive Theory |
Focuses on biological needs that produce unpleasant states of arousal |
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Expectancy Theory |
Suggests thatexpectations of achieving desirable outcomes rather than beingpushed from within motivate our behavior. |
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Want |
A specific manifestation of a need that personal and cultural factors determine. |
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Constructive Processing |
Thought process where we evaluate the effort we’ll need to make aparticular choice and then tailor the amount of cognitive “effort” we expend to get thejob done. |
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Involvement |
A person’s perceived relevance of the object based on their inherentneeds, values, and interests. |
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Brand Loyalty |
Repeat purchasingbehavior that reflects a conscious decision to continue buying the same brand |
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Situation Involvement |
Something that takes place with a store, Web site, or a location where peopleconsume a product or service |
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Problem Recognition |
Happens when weexperience a significant difference between our current state of affairs and some statewe desire |
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Cybermediary |
This term describes a Web site or app thathelps to filter and organize online market information so that customers can identify andevaluate alternatives more efficiently. |
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Evoked Set |
The alternatives a consumer knows about. |
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Consideration Set |
The alternatives a consumer seriously considers. |
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Knowledge Structure |
A set of beliefs and the way we organize them in our minds. |
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Positioning Strategy |
The marketer's ability ti convince the consumer to consider its product within a given category. |
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Category Exemplars |
Brands we strongly associate with a category. |
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Evaluative Criteria |
The dimensions we use to judge the merits of competing options. |
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Determinant Attributes |
The features we actually use to differentiate amoung our choices. |
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Lexicographic Rule |
Selecting the brand that is best on the most important attribute, then comparing them on the second most important attribute. |
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Elimination-by-Aspects Rule |
Evaluating the brand on the most important attribute but imposing cutoffs. |
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Conjunctive Rule |
Processing by brand and choosing one that meets all the cutoffs. |
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Purchase Momentum |
When our initial impulse purchases increase the likelihood that we will buy even more. |
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Priming |
Cues in the environment that makes us more likely to react in a certain way even though we're unaware of these influences. |
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Bounded Rationality |
The 'good enough' perspective on decision making. |
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Emotional Oracle Effect |
People who trusted their feelings were able to predict future events better than those who didn't. |
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Sentiment Analysis |
The process that scours the social media universe to collect and analyze the words people use when they describe a specific product or company. |
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Sensation |
The immediate response of sensory receptors to basic stimuli. |
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Perception |
The process by which people select, organize, and interpret sensations. |
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Hedonic Consumption |
The multisensory, fantasy and emotional aspects of consumers' interactions with products. |
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Sensory Marketing |
Marketing that engages consumers' senses and affects their behavior. |
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Kinsei engineering |
A philosophy that translates customer's feelings into design elements. |
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Absolute Threshold |
The minimum amount of stimulation a person can detect on a given sensory channel. |
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Differential Threshold |
The ability of a sensory system to detect changes or differences between two stimuli. |
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Just Noticeable Difference |
J.N.D. The minimum difference we can detect between two stimuli. |
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Weber's Law |
The stronger the initial stimulus, the greater a change must be for us to notice it. |
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Subliminal Perception |
A stimulus below the level of the consumer's awareness. |
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Perceptual Selection |
People attend to only a small portion of the stimuli to which they are exposed. |
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Perceptual Vigilance (Defence) |
We are more likely to be aware of stimuli that relate to our current needs. |
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Adaptation |
The degree to which consumers continue to notice stimulus over time. |
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Semiotics |
A discipline that studies the correspondence between signs and symbols and their roles in how we assign meanings. |
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Self-Concept |
The beliefs a person holds about his own attributes and how he evaluates the self on these qualities. |
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Self-esteem |
The positivity of a person's self-concept. |
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Social Comparison |
A process in which the person tries to evaluate her appearance by comparing it to the people depicted in artificial images. |
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Ideal Self |
A person's conception of how he would like to be |
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Actual self |
More realistic appraisal of the qualities we do and don't have. |
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Impression Management |
Working hard to manage what others think of us. |
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Fantasy |
A self-induced shift in consciousness, to compensate for a lack of external stimulation to escape from problems in the real world. |
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Symbolic Interactionism |
The sociological tradition that stresses that relationships with other people paly a large part to form the self. |
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Looking-glass self |
The process of imagining other's reactions. |
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Extended Self |
External objects that we consider a part of us. |
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Social Footprint |
The mark a consumer leaves after having occupied a specific digital space. |
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Lifestream |
The ongoing record of one's digital lie across platforms. |
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Personality |
A person's unique psychological makeup and how it consistently influences the way a person responds to her environment. |
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Personality Traits |
The identifiable characteristics that define a person. |
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Brand Personality |
The set of traits people attributes to a product as if it were a person. |
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Anthropomorphism |
The tendency to attribute human characteristics to objects or animals. |
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Self-image congruence model |
A model that suggests that we choose products when their attributes match some aspect of the self. Cognitive-matching. |
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Symbolic self-completion theory |
A theory that suggests that people who have an incomplete self-definition tend to complete this identity when they acquire and display symbols they associate with that role. |
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Body Image |
A consumer's subjective evaluation of their physical self. |
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Ideal of beauty |
A particular model of appearance we want to attain. |
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Consumption Situation |
A situation that includes a buyer, a seller, and a product or service. |
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One's situational self-image |
The role one's play at any one time. |
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Queuing Theory |
The mathematical study of waiting in line. |
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Retail Theming |
A strategy that consists of going all out to create imaginative environments that transport shoppers to fantasy worlds or provide other kinds of simulations. |
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Atmospherics |
The conscious designing of space and its various dimensions to evoke certain effects in buyers. |
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Rituals |
Expressive, dramatic events we repeat over time. |
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Social Power |
The capacity to alter the actions of others. |
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Reference Group |
Actual or imaginary individual or group that significantly influences an individual's evaluations. |
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Brand Community |
A group of consumers who share a st of social relationships based on usage of or interest in a product. |
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Consumer Tribe |
A group of people who share a lifestyle and can identify with each other. |
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Conformity |
A change in beliefs or actions as a reaction to real or imagined group pressure |
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Prediction Market |
Groups of people with knowledge about an industry are, collectively, better predictors of the future than are any of them as individuals. |
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Intentional families |
Groups of unrelated people who meet regularly for meals and who spend holidays together. |
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Family Financial Officer |
The individual who keeps track of the family's bills and decides how to spend any surplus funds. |
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Attitude |
A lasting, general evaluation of people, objects or issues. |
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Emotional Contagion |
A process where messages that happy people deliver enhance our attitude toward the product. |
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Foot-in-the-Door Technique |
Knowing that a consumer is more likely to comply with a big request if he agrees to a smaller one first. |
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Social Judgement Theory |
People assimilate new information about attitude objects in light of what they already know or feel. |
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Assimilation Effect (Contrast) |
An exaggeration that happens when people tend to perceive messages within their latitude of acceptance as more consistent with their position than those messages actually are. |
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Balance Theory |
How a person perceives relations among different attitude objects and how he alters his attitudes so that these remain consistent. |
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Multiple Pathway Anchoring and Adjustment (MPAA) |
A model that emphasizes multiple pathways to attitude formation, including outside-in and inside-out. |
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Permission Marketing |
A marketing theory that acknowledges that a marketer will be much more successful when he communicates with consumers who have already agreed to listen to him. |
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Sleeper Effect |
People forget about the negative source after a while. |
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Paradox of Low-Involvement |
When we don't care as much about a product, the way it's presented increases in importance. |
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Culture |
The accumulation of shared meanings. rituals, norms, and traditions among the members of an organization or society. |
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Value |
A belief that some condition is preferable to its opposite. |
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Enculturation |
The process of learning the beliefs and behaviors endorsed by one's culture. |
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Acculturation |
Learning the value system and behavior of another culture. |
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The Rokeach Value Survey |
A set of terminal values that apply to many different cultures. And a set of instrumental values, actions we need to take to achieve these terminal values. |
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Cooptation |
Outsiders transform the original meanings of subcultural products for a larger audience to consume. |
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Culture Production System |
The set of individuals and organizations that create and market a cultural product. |
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Reality Engineering |
Marketers appropriate elements of popular culture and use them as promotional vehicles. |
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Product Placement |
The insertion of a real product in fictional movies, tv shows, books, and plays. |
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Plinking |
The act of embedding a product or service ink in a video. |
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Myth |
A story with symbolic elements that represents a culture's ideals. |
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Ritual |
A ritual is a set of multiple, symbolic behaviors that occurs in a fixed sequence and is repeated periodically. (Fortress Brands) |
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Sacred Consumption |
Something that occurs when we set apart objects and events from normal activities and treat them with respect or awe. |
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Profane Consumption |
Objects and events that are ordinary. |
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Sacralization |
What happens when ordinary objects, events, and people take on sacred meaning. |
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Objectification |
Attributing sacred qualities to mundane items. |
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Contamination |
When objects we associate with sacred events or people become sacred in their own right. |
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Collecting |
The systematic acquisition of a particular object or set of objects. |
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Creolization |
When foreign influences integrate with local meanings. |
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Business Ethics |
Rules of conduct that guide actions in the marketplace; standards against which most people in a culture judge what is right and what is wrong. |
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Materialism |
Importance people attach to worldly possessions. |
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Provenance |
Shoppers are willing to pay more for an item when they know exactly where it comes from. |
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Culture Jamming |
A strategy to disrupt efforts by the corporate world to dominate our cultural landscape. |
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Social Marketing |
Using marketing strategies to encourage positive behaviors. |
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Cause Marketing |
A marketing strategy that aligns a company or a brand with a cause to generate business and social benefits. |
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Media Literacy |
A consumer's ability to access, analyze, evaluate, and communicate information in a variety of forms, including print and non-print messages. |
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Green Marketing |
A marketing strategy that involves the development and promotion of environmentally friendly products - and stressing this attribute when the manufacturer communicates with customers. |
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Greenwashing |
What happens when companies make false or exaggerated claims about how environmentally friendly their products are. |
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Consumer Addiction |
A physiological or psychological dependency on products or services. |
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Consumed Consumers |
People who are used or exploited, willingly or not, for commercial gain in the marketplace. Prostitutes, organ, blood, and hair donors, babies. |
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Shrinkage |
The industry term for inventory and cash losses from shoplifting and employee theft. |
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Anticonsumption |
Types of destructive consumer behavior, in which people deliberately deface or mutilate products and services. |
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Learning |
A relatively permanent change in behavior caused by experience. We can also learn observing events that affect others. |
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Behavioral Learning Theories |
Learning takes place as the result of responses to external events. |
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Emotion |
Feeling responding to a cue in the environment. It's coupled with action tendencies, lasts shorter and is intense. Emotion is a more likely response to an ad. |
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Mood |
State of mind, unfocused and pre-existing. |