Flashcards
Must Learn
Flashcards do conjunto (26)
- 1Consumer InsightAn interpretation of trends in human behaviours which aims to increase effectiveness of a product or service for the consumer, as well as increase sales for mutual benefit
- 2Consumer Insight PyramidConsumer insights : Sense Making
Research Themes : Research & Sense making
Data : Planning - 3Steps to craft consumer insight1 . Defining the Key consumer segment
2 . Setting the scene
3 . Digging Deep
4 . Bringing insight to life
5. Application - 4Step 1 Defining the key consumer segment> Segmentation of market
> Preliminary research based on secondary - 5Step 2 Setting the scene> Understanding the socio-historic context
- Trends
- Culture
-Society
> Competition in the market - 6Step 3 Digging Deep> Understanding the consumer as people
- Values
- Dreams
- Lifestyle
> Understand everyday experiences
> Consumers brand beliefs, attitudes and behaviours - 7Step 4 Bringing the insight to life> dramatise the insight and simplify it
- Consumer portraits
-World of the consumer
> Take people to see and experience themselves - 8Step 5 Applying the consumer insight> Creating marketing and advertising based off consumer insight
> Develop products/services
> Adapt existing products
> Fresh, persuasive proposition that solves a problem for consumers - 9Arnold, Price and Zinkhan (2005)Goods are media of interpersonal communication.
Meaning are shared by others - 10SemioticsForm of communication by any type of sign
- Letters
- Symbols
- Images - 11Drive Theory FeudHuman Psyche divided
Ego - Conscious
Id - Unconscious
Focus on biological needs - 12Super egoThe traditional values of society
- 13Expectancy TheoryMotivation from benefits
Max pleasure, min pain - 14Utilitarian NeedAchieve fictional or practical benefit
- 15Hedonic NeedExperimental
Emotional responses or fantasies - 16Biogenic NeedInnate need.
What need to survive
Need born with - 17Psychological NeedEmotional or Psychological
Define by society - 18Self - Actualisation Maslowself - fulfilment, enriching achievements
- 19Ego MaslowPrestige, status, accomplishment
- 20Belongingness MaslowAcknowledgement, acceptance, love
- 21Safety MaslowFinancial, roof over head, protection
- 22Physiological MaslowFood, water, sleep
- 23Ajzen and Fishbein's Theory of Reasoned Action ( 1975 )persons attitude toward behaviour + subjective norm = behavioural intention
- 24ZMETStorytelling : content
Missed mages : what they would have brought
Sorting : Meaningful sets
Construct Elicitation : 2 same, different 1
Metaphor Elaboration : Expand picture
Sensory : How feel
Vignette : Short movie
Digital Image : Summary image - 25Marketing Metaphoria Zaltman & Zaltman ( 2010 )Deep metaphors used to solve problems
7 main ones - 26Marketing MetaphorsConnection : Belonging
Balance : Should be
Transformation : Growth
Journey : Travel
Container : Security storage
Resource : Support
Control : Power
Informações
- Descrição
- Bsc Marketing (Level 4) FlashCards sobre Must Learn, criado por Hollie Ferris em 23-01-2018.
- Criado por
- Hollie Ferris
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