Marketing Ch. 9
organizational buyers
are people who purchase goods or services on behalf of a company
new task
extensive problem solving, high risk, many buyers involved
norms
informal rules the govern conformed behaviors
modified rebuy
limited problem solving, low to moderate risk, and one or few buyers involved
four dimensions of psychological time
social dimension, temporal dimension, planning orientation dimension, polychronic orientation dimension
home shopping party
the famous tupperware group is an example of a ____ _______ _____ where direct selling is imploded.
extended family
when 3 or more generations of family live together
spontaneous shopping
when a consumer suddenly decides to buy something in the store, usually one of two different processes explains why.
Point of purchase (POP) stimuli
A ___ can be an elaborate product display or demonstration, a coupon dispensing machine, or an employee who gives out free samples of a new cookie in the grocery store. U.S. companies spend about 19 million dollars a year on this.
economic
Time is an ______ variable.
time
___ is a pressure cooker, map, mirror, river, feast
expert power
____ power derives from the knowledge a person possesses about a content area.
avoidance groups
______ ________ are used to describe when a consumer purposefully distances himself from something he dislikes.
comparative
______ influence affects consumer decisions
normative
______ influence sets and enforce fundamental standards
reward power
a person or group with the means to provide positive reinforcement has ____ power.
information power
a person possesses _____ power it is simply because she knows something others would like to know. People with _____ power are able to influence consumer opinion by virtue of their (assumed) access to the knowledge of competitive advantage.
impulse buying
a spontaneous shopping process in which the consumer experiences a sudden urge she simply cannot resist.
unplanned buying
a spontaneous shopping process in which the consumer is unfamiliar with the stores layout or perhaps she is under pressure of time. Or, if she sees an item on a store shelf, and it reminds her that she needs it. about 1/3 of all _______ ______ happens because a consumer recognizes a need while shes in the store.
factors that affect the FLC
age, marital status, the presence or absence of children in the home, and the ages of the children, if present
planning orientation dimension
alludes to the different time management styles varying on a continuum from analytic to spontaneous
reference group
an actual or imaginary group that significantly influences an individuals evaluations, aspirations, or behavior.
group unanimity, size, and expertise
as groups gain in power, compliance increases
propinquity
as physical distance between people decreases and opportunities for interaction increase, they are more likely to form relationships. We call this physical nearness propinquity.
marketscape theme
build on associations with man-made places. an example is the Venetian hotel in Las Vegas, as it is modeled after Italy
cyberspace theme
build on images of information and communications technology. eBays retail interface instills a sense of community among its vendors and traders
activity stores
build-a-bear workshop is an example of an ____ _____, where consumers get to participate in the production of the products or services they buy there.
family life cycle (flc)
concept used to segment households. combines trends in income and family composition with the changes these demands place on this income.
nuclear family
consists of a mother, father, and one or more children
temporal orientation dimension
depicts the relative significance individuals attach to past, present, or future
cultural pressures
different cultures encourage conformity to a greater or lesser degree./
polychronic orientation dimension
distinguishes between people who prefer to do one thing at a time from those who have multitasking time styles.
mindscape themes
draw on abstract ideas and concepts, introspection and fantasy, introspection and fantasy, and often possesses spiritual overtones.
straight rebuy
habitual decision making, low risk, automatic reorder
Queuing theory
how we experience time; this theory is the mathematical study of waiting lines
referent power
if a person admires the qualities of a person or group, he tries to copy or imitate their behavior. ______ power is important in marketing because consumers will voluntarily modify what they do in order to identify with a referent.
Consumption Situation
includes a buyer, a seller, and a product or service. But also many other factors, such as the reason we want to make a purchase and how the physical environment makes us feel.
time style
is determined by an individuals priorities. How we spend our time, what do we spend our leisure time on?
conformity
is the change in beliefs or actions as a reaction to real or imagined group pressure
impulse items
items such as candy and gum, that are usually located near the checkout isle to cater to consumer urges
boomerang kids
people who are more likely to return home upon graduation then to go somewhere on their own
group cohesiveness
refers to the degree to which members of a group are attracted to one another and how much each values his or her membership in this group
social dimension
refers to the individuals categorization of time as either "time for me" or "time with/for others"
landscape theme
rely on associations with images of nature, earth, animals, and the physical body. Bass pro shops, for example, creates a simulated outdoor environment.
B2B marketing
roughly 2 trillion dollars worth of products are consumed/traded through _____ marketing
legitimate power
sometimes we grant power by virtue of social agreements, such as the authority we give to police officers, soldiers, and professors. this is an example of ____ power.
principle of least interest
states that the person who cares the least committed to staying in a relationship has the most power because that party doesn't care as much if the other person rejects him./
Time poverty
the belief that consumers are more pressed for time than ever before; marketers label this feeling _____ _______.
social power
the capacity to alter the actions of others
atmospherics
the conscious designing of space and its various dimensions to evoke certain effects in buyers. these dimensions include colors, scents, and sounds. For example, stores with red interiors tend to make people tense whereas blue calms people.
informational influence
the consumer seeks information from a person or group about a particular product; seeks information from a person who works for a specific company about one of their products
value-expressive influence
the individual feels that the purchase of a particular product will enhance the image of him/her.
fear of deviance
the individual may have reason to believe that the group will apply sanctions to nonconforming behaviors.
utilitarian influence
the individuals decision to purchase is influenced by the preferences of people with whom he or she has social interaction with
commitment
the more people are dedicated to a group and value their membership in it, the greater their motivation to conform to the group's wishes.
Open rates
the percentage of people who open an email message from a marketer.
user
the person who actually consumes the product or service
buyer
the person who actually makes the purchase
initiator
the person who brings up the idea or identifies a need
gatekeeper
the person who conducts the information search and controls the flow of information available to the group. In organizational contexts, the ______ identifies possible vendors and products for the rest of the group to consider.
influencer
the person who tries to sway the outcome of the decision.
store image
the personality of a store is referred to as
deindividuation
the process whereby individual identities become submerged within a group
retail theming
the strategy of innovative marketing techniques through theming. The four types are landscape, marketscape, cyberspace, and mindscape
showrooming
this means that a shopper visits a store like Best Buy to explore options for big-ticket items like TVs or appliances and then he or she finds a cheaper price for the specific model online
susceptibility to interpersonal influence
this trait refers to an individual's need to have others think highly of him or her
informational, utilitarian, and value-expressive
three ways reference groups influence us
mere exposure
we come to like persons or things if we see them more often. we described this _____ _____ phenomenon
coercive power
when someone exerts social or physical intimidation as a weapon, they have _____ power.