Flashcards
Kunder och marknader
Flashcards do conjunto (19)
- 1What is the point of the consumer acquisition process?Understanding how to create stimuli that leads to sale
- 2What are the stages of CAP?Motivation development
Information gathering
Proposition evaluation
Proposition selection
Acquisition
Re-evaluation - 3Which theory criticises CAP?Zero Moment of truth
- 4What is the core of ZMOT?Consumers gather more information between stimuli and shelf
- 5Hur tar kunder in information?Perception, Learning, Memory
- 6What is perception?How consumers select what to see
- 7What is central for perception?Exposure (Where is the information given)
Attention (Size, font, context, mistakes, movement) - 8What are the three theories of learning?Classical conditioning (Pavlov's dogs. Offer samples that trigger later response)
Operant conditioning (Rewards and punishments. Reward points, loyalty cards)
Social learning (Reference groups) - 9How do consumers remember message?Context (sample in store will make them remember it next time in store)
Repetition
Senses - 10How do consumers make decisions? (behaviour)Personality (Psychoanalytic, trait, self-concept)
Motivation (Latent, passive, active)
Group (socio-economic, lifestyle, age) - 11What are the difference between opinions, attitudes and values?Opinion: Unstable, linked to an issue
Attitude: Stronger, linked to behaviour
Value: strongest, linked to conscience - 12How can marketers change behaviour?By affecting attitude
- 13What are the three stages of market?Under formation
Stable
In crisis/changing - 14What are the challenges for a market under formation?Construction work: Build alliances, establish rules, educate actors
- 15What are the challenges for a stable market?Analysing the market, adapt offerings, brand development, communication to different segments
- 16What are the challenges for a market in change?Highlight consequences/possibilities (CO2)
Lobbying
Radical product development (CD to streaming) - 17What is the B2B acquisition process?Problemupptäckt
Specifikationer och mängd av varan
Informationssamling
Analys av ev. leverantör
Utvärdering och val av leverantör
Val av orderrutin
Re-evaluation - 18Against what criteria are suppliers evaluated?Economic, technological, social, personal
- 19Why is the B2B acquisition process different from the consumer process?Large economic costs
Complex products
Different risks and uncertainty
Decision-making units
Informações
- Descrição
- Marketing (Exam 2017) FlashCards sobre Kunder och marknader, criado por Linnéa Ekberg em 21-10-2017.
- Criado por
- Linnéa Ekberg
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