Flashcards
MKT Ch. 5 (Test 2)
Cards in this deck (21)
- 1(Figure 5-1) What is the purchase decision process?1. Problem recognition
2. Information search
3. Alternative evaluation
4. Purchase decision
5. Post purchase behaviour - 2Define evaluative criteriaFactors that represent both the objective attributes of a brand (such as a display screen) and the subjective ones (such as brand prestige) you use to compare different products and brands.
- 3Define consideration setThe group of brands that a consumer would consider acceptable from among all the brands of which he or she is aware.
(Brands that meet your criteria) - 4(Fig. 5-3) What are the influences on the consumer purchase decision process?-Marketing mix influences
-Psychological influences
-Socio-cultural influences
-Situational influences - 5What are marketing mix influences?-Product
-Price
-Promotion
-Place - 6What are Psychological influences?-Motivation and personality
-Perception
-Learning
-Values, beliefs and attitudes
-Lifestyle - 7What are socio-cultural influences?-Personal influence
-Reference groups
-Family
-Culture and subculture - 8What are situational influences?-Purchase task
-Social surroundings
-Physical surroundings
-Temporal effects
-Antecedent states - 9(fig. 5-4) What are the hierarchy of needs (from bottom to top)?1. Physiological needs (food, water, shelter, oxygen).
2. Safety needs (freedom from harm, financial security)
3. Social needs (friendship, belonging, love)
4. Personal needs (status, respect, prestige)
5. Self-actualization needs (self-fulfillment) - 10Define LifestyleA mode of living that is identified by how people spend their time and resources, what they consider important in their environment, and what they think of themselves and the world around them
- 11Define Values-Personally or socially preferable modes of conduct or states of existence that are enduring
-Ideas that people hold to be important or believe to be good - 12Define Beliefs-A consumer's subjective perception of how well a product or brand performs on different attributes, based on personal experience, advertising, and discussions with other people.
- 13Define AttitudeA learned predisposition to respond to an object or class of objects in a consistently favourable or unfavourable way.
- 14What are reference groups and what are the different types?-People to whom an individual looks as a basis for self-appraisal or as a source of personal standards.
-Membership groups (fraternities, sororities, social clubs, and family)
-Aspiration groups (one that a person wishes to be a member of or identified with)
-Dissociative group (one that a person wishes to maintain a distance from because of a difference in values or behaviours) - 15Define Buzz MarketingPopularity created by consumer word of mouth
- 16Define viral marketingThe online version of word of mouth, involving the use of messages "infectious" enough that consumers wish to pass them along to others through online communication
- 17Define opinion leadersThose knowledgeable about users of particular products and services, and so their opinions influence others' choices.
- 18What are the types of problem solving situations?-Extended problem solving
-Limited problem solving
-Routine problem solving - 19What happens in extended problem solving?-Each of the 5 stages are used, more time is spent on external information search and identifying/evaluating alternatives
-Several brands in consideration set
-high involvement purchase situations - 20What happens in limited problem solving?-Seeking information from friends to help evaluate alternatives.
-Little time and effort to spend.
-High involvement purchase situations - 21What happens in routine problem solving?-Very little time and effort in seeking external information and evaluating alternatives
-Very low-involvement decision making
-Low priced, frequently purchased products (ex. milk)
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- N/A Marketing Flashcards on MKT Ch. 5 (Test 2) , created by J T on 09/03/2016.
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- J T
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