MKTG 4120
As part of developing your company's marketing strategy, you are tasked with analyzing the new-product capabilities, channel strength, advertising abilities, service capabilities, marketing research abilities, and market and consumer knowledge. Which aspect of your company's capabilities are you assessing?
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Marketing strategy begins with _____.
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_____ are based on performance criteria over which the individual has some degree of control
Achievement roles
A product's position refers to _____.
An image of the product or brand in the consumer's mind relative to competing products and brands.
A(n) _____ is based on an attribute over which the individual has little or no control.
Ascribed role
high education and income levels, selfish, "me" focused, born end of WWII-1964
Baby Boomers
John was born in 1955, and he has only known prosperity in his lifetime. He remembers when President Kennedy was assassinated, primarily because his family purchased their first color television not long after that event. While he remembers the Vietnam War, he was too young to be drafted. To which generation does he belong?
Baby boomers
consumers' online activity is tracked and specific banner ads are delivered based on that activity
Behavioral targeting
Ties a company and its products to an issue or cause with the goal of improving sales or corporate image while providing benefits to the cause
Cause-related Marketing (CRM)
_____ is the process of describing and explaining the attitudes, values, and behaviors of an age group as well as predicting its future attitudes, values, and behaviors.
Cohort anaylsis
__________ is everything the consumer must surrender in order to receive the benefits of owning/using the product.
Consumer cost
Result from perceived problems and opportunities
Consumer decisions
Norms are derived from _____.
Cultural values
The complex whole that includes knowledge, belief, art, law, morals, customers, and any other capabilities and habits acquired by humans as members of society
Culture
The most pervasive influence on consumer behavior
Culture
At the height of their earning power, dominate top positions in both work and government, notice physical affects of aging, and born between 1930-1945
Depression Generation
Which element of the marketing mix is concerned with having the product available where target customers can buy it?
Distribution
cleanliness, tradition/change, nature, performance/status, risk taking/security, problem solving/fatalistic
Environment oriented values
Environmentally friendly marketing practices, strategies, and tactics initiated by a firm to achieve a competitive differentiation
Enviropreneurial marketing
Generally accepted ways of behaving in social sanctions
Etiquette
Culture, demographics, religious subcultures, families
External influences
The traits of femininity (expressive traits such as tenderness and compassion) and masculinity (instrumental traits such as aggressiveness and dominance)
Gender identity
Grew up during recession, more conservative, family oriented, and born between 1965-1976
Generation X
Realistic, like DIY, appreciate diversity, tech savvy, environmentally friendly, and born between 1995-2009
Generation Z
A group of persons who have experienced a common social, political, historical, and economical environment
Generation or Age cohort
Cross-cultural variations in such factors as values and demographics may make it necessary to adapt products and services to local considerations
Glocalization
Developing products whose production, use, or disposal is less fearful to the environment than the traditional versions of the product
Green marketing
The practice whereby a firm promotes environmental benefits that are unsubstantiated and on which they don't deliver is known as ________.
Greenwashing
Which of the following is an example of an other-oriented value?
Individual/collective
Which of the following is one of the defining characteristics of American society?
Individualism
The acquisition of things to enable one to do something
Instrumental materialism
perception, learning, memory, emotions, personality
Internal influences
____ represents how one lives, including the products one buys, how one uses them, what one thinks about them, and how one feels about them.
Lifestyle
Have tradition values, work is not manual labor, live in nice homes
Middle class
Marriage in which husband and wife share responsibilities.
Modern gender orientations
Howard Industries is a computer manufacturer located in Laurel, MS. This company is interested in expanding internationally. Which of the following is a cultural factor that affects consumer behavior and marketing strategy that Howard Industries needs to be aware of?
Nonverbal communication
Time, space, symbols, relationships, agreements, things, and etiquette
Nonverbal communication
The boundaries that culture sets on behavior are called _____.
Norms
Youth, individualism/collectivism, extended/limited family, competitive/corporative, diversity/uniformity, masculine/feminine
Other oriented values
_____ values reflect a society's view of the appropriate relationships between individuals and groups within that society.
Other-oriented values
The degree of consistency of an individual on all relevant status dimensions
Status crystallization
An estimate by the consumer of how much money he or she has available to spend on nonessentials is known as _____.
Subjective discretionary income (SDI)
The acquisition of times for the sake of owning the item itself
Terminal materialism
Which of the following is true regarding changes in American cultural values?
There is a substantial variance in values across individuals and groups
Marriage in which husband provides and the wife takes care of the house and children
Traditional gender orientations
Which of the following is NOT an example of an other-oriented value?
Traditional/change
Have limited educations, limited educations, came from families with same background
Upper-lower
Placing ads in videogames is known as _____.
advergaming
Which of the following is NOT a common single-item index of social class?
age
Which type of marketing ties a company and its products to an issue or cause with the goal of improving sales or corporate image while providing benefits to the cause?
cause-related marketing
Maria is analyzing the baby boom generation by describing and explaining its attitudes, values, and behaviors as well as predicting its future attitudes, values, and behaviors. Maria is conducting a _____ analysis.
cohort
The study of individuals, groups, or organizations and the processes they use to select, securer, use, and dispose of products, services, experiences or ideas to satisfy needs and the impacts that these processes have on the consumer and society
consumer behavior
A society's relationship to its economic and technical as well as its physical environment
environment-oriented values
society's views of relationships with environment
environmet-oriented values
A household's purchasing power is a function of which of the following?
income and accumulated income
Includes advertising, the sales force, public relations, packaging, and any other signal that the firm provides about itself and its product
marketing communications
Product, price, communications, distribution, and services provided to the target market
marketing mix
How will we provide superior customer value to our target market?
marketing strategy
Which time perspective views time almost as a physical object believing that a person does one thing at a time?
monochromic time perspective
The fact that most products in developed economies satisfy more than one need
need set
Which of the following is the most widely applied single cue we use to initially evaluate and define individuals we meet?
occupation
society's view of relationships between people
other-oriented values
Which of the following is NOT generally involved in green marketing?
pricing products lower than competition
A(n) _____ is anything a consumer acquires or might acquire to meet a perceived need.
product
The totality of an individual's thoughts and feelings
self-concept
Reflect the objectives and approaches to life that the individual members of society find desirable
self-oriented values
objectives/approaches to life society finds desirable
self-oriented values
A hierarchical division of a society into relatively distinct and homogeneous groups with respect to attitudes, values, and lifestyles is known as a _____.
social class system
the segment(s) of the larger market on which we will focus our marketing effort
target market
The entire set of characteristics
total product
Widely held beliefs that affirm what is desirable
Cultural values
____ is the difference between all the benefits derived from a total product and all the costs of acquiring those benefits.
Customer value
Describe a population in terms of its size, structure, and distribution
Demographics
The size, distribution, structure, and change of populations
Demographics
The behaviors considered appropriate for males and females in a given society
Gender roles
Wide array of family types, respect for culture and diversity, shaped by the internet, optimistic and creative, dealt with terrorism, and born between 1977-1994
Generation Y
Laurie purchased an entertainment armoire from a national chain furniture retailer. Unfortunately, one of the doors did not operate properly, so she called the retailer to complain. A service representative was sent out to adjust the door, but just a few weeks later, the problem reoccurred, so Laurie called again and asked for a new armoire. The store manager said that another service rep would have to come out to determine if it was due to a manufacturer's defect before it could be replaced. Because the service representative failed to show up, the manager decided to offer Laurie a new armoire. Unfortunately the replacement had the same problem and Laurie demanded her money back. Now she tells everyone she knows the problems she's had with this retailer. Which value most likely underlies Laurie's complaining behavior?
Individualism
When individuals or groups make consumption decisions that have negative consequences for the their long-run well-being
Injurious consumption
Which of the following is most closely related to verbal communications?
Languages
Very poor, least educated, and rarely employed, live on welfare
Lower-lower
Very high incomes, engage in conspicuous consumption, and have earned their money (ex: entrepreneur like Bill Gates)
Lower-upper
The voluntary simplicity movement in America represents a shift in which value?
Material/nonmaterial
What are the two major ways time varies between cultures?
Perspective and interpretation
A culture that tends to view time as being less discrete and less subject to scheduling, views simultaneous involvement in many activities as natural, allows activities to occur at their own pace rather than according to a predetermined timetable is adhering to a _____ time perspective.
Polychromic time perspective
Mature market, conceived with financial and personal security, born before 1930
Pre-depression Generation
_____ is the amount of money one must pay to obtain the right to use the product
Price
Penalties ranging from mild social disproval to banishment from the group
Sanctions
material/nonmaterial, active/passive, sensual gratification/abstinence, postponed/immediate gratification, religious/secular
Self oriented values
_________ is the application of marketing strategies and tactics to alter or create behaviors that have a positive effect on the targeted individuals or society as a whole
Social marketing
Achieved social status through their occupation, careers are very important to them (ex: doctors, lawyers)
Upper-middle
Social class with inherited wealth
Upper-upper
Erica and her family decided that it was just too much strain on them for Erica to work outside the home. Even though she was a successful attorney and they enjoyed the good things in life, her family made a conscious decision to reduce their reliance on consumption and material possessions. This behavior has been termed _____.
Voluntary simplicity
Job security is low, husband's job normally involves manual labor, live in small homes and apartments
Working class
_____ deals with the mature market and is based on the theory that people change their outlook on life when they experience major life events such as becoming a grandparent, retiring, losing a spouse, or developing chronic health conditions.
gerontographics
