Chapter 2 (CB)
What 3 elements characterize many negative or destructive consumer behaviors?
1) the behavior is not done by choice 2) the gratification derived from the behavior is short-lived 3) the person experiences strong feelings of regret or guilt afterwards
Why should organizations encourage people to complain?
1) they get the chance to correct the situation 2) they'll avoid escalating problem that results when consumers take to social media to let others know they've been treated badly. People are more likely to spread the word about unresolved negative experiences to their friends than they are to boast about positive occurrences 3) they collect valuable insights about customers' experiences that will help them to improve for future customers 4) if consumers do not believe that the store will respond to their complaint, they will be more likely to simply switch than fight as they just take their business elsewhere
If you're not happy with a product or service you have what 3 possible courses of action?
Voice Response -- you can appeal directly to the retailer for redress Private Response -- you can express your dissatisfaction to friends and boycott the product or store where you bought it Third-Party Response -- you can take legal acting against the merchant, register a complaint with the Better Business Bureau, or write a letter to the paper when enough people band together to express negative marketplace sentiments through activist organizations like greenpeace or in social media mass protests, dramatic changes can result
A "Need"
a basic biological motive
Consumer Addiction
a physiological or psychological dependency on products or services
Advertising
a service for which consumers are willing to pay because the information it provides reduces their search time leads us to believe that products have magical properties; that the things we buy will transform our lives it provides simple, anxiety-reducing answers to complex problems
Curation
a source such as a store or a celebrity selects a set of products to simplify shoppers' decisions
Cause Marketing
a strategy that aligns a company or brand with a cause to generate business and societal benefits people are likely to choose a brand that gives back to the community
Culture Jamming
a strategy to disrupt efforts by the corporate world to dominate our cultural landscape
Bioterrorism
a strategy to disrupt the nation's food supply with the aim of creating economic havoc
Marketer Space
a time when companies called the shots and decided what they wanted their customers to know and do
Materialists
are more likely to value possessions for their status and appearance-related meanings those who do not emphasize this value tend to prize products that connect them to other people r that provide them with pleasure when they use them
Consumer Space
consumers choosing how, when, or if they will interact with corporations individuals dictate to companies the type of products they want and how, when, and where they want to learn about these products in this "space" we have much greater potential to shape our own marketing destinies
Anti-Consumption
events in which people deliberately deface or mutilate products and services
Shrinkage
industry term for inventory and cash losses from shoplifting and employee theft
Products meet existing needs, and marketing activities
only help to communicate their availability
Consumed Consumers
people who are used or exploited, willingly or not, for commercial gain in the marketplace ex) prostitutes, organ, blood, and hair donors, etc.
Corporate Social Responsibility (CSR)
process that encourage the organization to make a positive impact on the various stakeholders in its community including consumers, employees, and the environment
Transformative Consumer Research (TCR)
promotes research project that include the goal of helping people or bringing about social change
Compulsive Consumption
repetitive and often excessive shopping performed as an antidote to tension, anxiety, depression, or boredom
A "Want"
represents one way that society has even taught to satisfy the need
Business Ethics
rules of conduct that guide action in the marketplace the standard's against which most people in a culture judge what is right and wrong, good or bad because each culture has its own set of values, beliefs, and customer, companies around the world define ethical business behaviors differently consumers think better of he products a firm sells when the organization behaves ethically
Serial Wardrobers
shoppers who buy an outfit, wear it once, and return it
Corrective Advertising
the company must inform consumers that previous messages were wrong or misleading
Materialism
the importance people attach to world possessions
Provenance
the origin of a product and a preference for "authentic" items shoppers are willing to pay more for a product when they know exactly where it comes from, and they are assured that "Real people" have thoughtfully selected the things from which they choose
Social Marketing
the promotion of causes and ideas (social products), such as energy conservation, charities, and population control
The Economics of Information perspective regards advertising as an important source of consumer information
this emphasizes the economic cost of the time we spend to search for products
The industry is successful when it . . . . and unsuccessful when it . . .
tries to sell good products sells poor one
Counterfeiting
where companies or individuals sell fake versions of real products to customers
