Flashcards
marketing ch 5
Cards in this deck (38)
- 1cultureset of basic values, perceptions, wants, and behaviors learned by an individual from family and other institutions
- 2subculture (cultural)group of people with shared value systems based on common life experiences
- 3cross-cultural marketing (cultural)including ethnic themes and cross-cultural perspectives within a brand's mainstream marketing
- 4social class (cultural)relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviors
- 5groups (social facotors)2 or more people who interact to accomplish individual or mutual goals
- 6reference groupsdirect or indirect points of comparison or reference in forming a person's attitudes/behaviors
- 7word-of-mouth influence (social factors)impact of the personal words from friends, associates, and other consumers on buying behavior
- 8opinion leadera person within a reference group who, because of special skills, knowledge, or personality, exerts social influence on others
- 9online social networksonline communities where people socialize or exchange information and opinions
- 10motivea need that is sufficiently pressing to direct the person to seek satisfaction
- 11perceptionthe process by which people select, organize, and interpret information to form a meaningful picture of the world
- 12lifestylea persons pattern of living as expressed in his or her psychographics
- 13personality and self-conceptsrefers to the unique psychological characteristics that distinguish a person or group
- 14learningchanges in an individuals behavior arising from experience
- 15beliefsa descriptive thought that a person holds about something
- 16attitudesput people into a frame of mind of liking or disliking things, of moving toward or away from them
- 17buyer decision process1. need recognition
2. information search
3. evaluation of alternatives
4. purchase decision
5. postpurchase behavior - 18stages in adoption processawareness
interest
evaluation
trial
adoption - 19awarenessbecomes aware of new product but lacks information about it
- 20interestseeking information about the new product
- 21evaluationconsiders whether trying the new product makes sense
- 22trialtries the new product on a small scale to improve his or her estimate of its value
- 23adoptiondecides to make full and regular use of the new product
- 24straight rebuybuyer routinely reorders something without any modifications
- 25modified rebuybuyer wants to modify product specifications, prices, terms, or suppliers
- 26systems selling (solutions selling)buying a packaged solution to a problem from a single seller
avoids the separate decisions involved in a complex buying situation - 27stages of business buyer behavior1.problem recognition
2.general need description
3.product specification
4.supplier search
5.proposal solicitation
6.supplier selection
7.order-routine specification
8.performance review - 28relative advantagethe innovation appears superior to existing products
- 29compatibilitythe innovation fits the values and experiences of potential consumers
- 30complexitythe innovation is difficult to understand or use
- 31divisibilitythe innovation may be tried on a limited basis
- 32communicabilityusing the innovation can be observed or described to others
- 33characteristisc influencing an innovations rate of adoptionrelative advantage
compatibility
complexity
divisibility
communicability - 34innovator adoptersventuresome-try new ideas at some risk
- 35early adoptersopinion leaders in there communities and adopt new ideas early but carefully
- 36early mainstream adoptersrarely leaders but adopt new ideas before the average person
- 37late mainstream adoptersskeptical-adopt an innovation only after a majority of people have tried it
- 38lagging adopterstradition bound-suspicious of changes and adopt the innovation only when it has become something of a tradition itself
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- Flashcards on marketing ch 5, created by Marina Baranik on 11/02/2016.
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- Marina Baranik
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