Flashcards
CH.6B
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- 1SOCIAL >Groups +the ones that have direct influence and to which a person belong are called membership groups. +Reference groups serve as direct face to face or indirect influence in a person´s attitude or behavior +Aspirational groups is where you wishes to belong >Word of mouth influence and Buzz Marketing +the personal words and recommendations of trusted friends, associates and other consumers tend to be more credible than those coming from commercial sources +Buzz marketing involves enlisting or creating opinion leaders to serve as “brand ambassadors” who spread the word about the products >Online Social Networks +are online communities where people socialize or exchange information and opinion >Family +the most important family member has a strong influence on buyers behavior >Role and Status +a role consists of the activities that a person is expected to perform according to the persons around him or her +Each role carries a status reflecting the general esteem given to it by society +People often choose products that show their status in societyPERSONAL
>Age and Lifestyle cycle stage
+The types of goods and services people buy change during their lifetimes
+As people grow older and mature,
the products desire change
+The makeup of the family also affects purchasing behavior
>Occupation
+affects the goods and services bought
>Economic Situation
+greatly affects products choice and the buying decision
>Lifestyle
+helps the marketer to understand changing the consumer values and how they affect the buyer behavior
>Personality and Self-concept
+each persons personality affects his or her buying behavior
-Psychological Factors
+Motivation: a motive is a need that creates a state of tension that drives a person to act
>satisfying the need reduces the tension
+Perception: the process by which an individual selects ,organizes and interprets info. inputs to create a meaningful picture of the world
>Selective Attention
mean that marketer have to work hard to attract consumers notice
the real challenge is which stimuli people will notice
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- MARKETING Flashcards on CH.6B, created by Jose Velasco Nieto on 13/02/2019.
- Created by
- Jose Velasco Nieto
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