Fichas
Formative assessment
Fichas del conjunto (31)
- 14 C'scompany, competitors, competitions, consumers
- 2externtal influencesculture, subculture, demo, social status, reference group, family, marketing activities
- 3internal influencesperception, learning, memory, motive, personality, emotions, attitudes,
- 4consumer behaviorthe study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.
- 5Applications in consumer behaviorMarketing Strategy
Regulatory Policy
Social Marketing
Informed Individuals - 6marketing mixproduct, communications, price, distribution, service
- 7market segmentation Step 1Identifying product-related need sets
- 8market segmentation Step 2Grouping customers with similar need sets
- 9market segmentation Step 3Describing each group
- 10market segmentation Step 4Selecting an attractive segment(s) to serve
- 11CultureKnowledge, belief, art, law, morals, customs, and other capabilities and habits acquired by humans.
- 12GlobalizationOne-way influence from US to other countries
- 13Culture ValuesCultures are not static; they change and evolve overtime.
- 14NormsSpecify ranges of appropriate behavior
- 15SanctionsPenalties for violating norms.
- 16Culture 3 main valuesother-oriented, environment-oriented, self-oriented
- 17nonverbal communicationtime, etiquette, space, things, agreements, relationships, symbols
- 18Reference GroupSet of norms, values, or beliefs that are in common
- 193 types of influenceInformational
Normative (utilitarian)
Identification (value) - 20Communications within groups and opinion leadersWord of Mouth (WOM), Opinion leaders
- 21Opinion LeadersMarket Mavens, influentials, e-influencers
- 22generate WOM and encourage opinion leadersAdvertising
Product sampling
Retailing/personal selling
Creating buzz - 23InnovationAn idea, practice, or product perceived to be new by the relevant individual or group.
- 24categories of innovationcontinuous, dynamically continuous, discontinuous
- 25Diffusionadoption process, extended decision making, rate
- 26Adopter categoriesInnovators
Early adopters
Early majority
Late majority
Laggards - 273 Perception componentsexposure, interpretation, attention
- 28exposureselective, voluntary
- 29AttentionStimulus factors, individual factors, situational factors
- 30InterpretationCognitive, affective
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