Chapter 5- Marketing

Derived demand

Business demand that comes from the demand for consumer goods

Subculture

Group of people with shared value systems based on common life experiences and situations

AIOs

Lifestyle is a person's pattern of living as expressed in his or her psychographics. It involves measuring consumers' major AIO dimensions - activities, interests, and opinions. The lifestyle concept can help marketers understand changing consumer values and how they affect buyer behavior.

Modified vs. straight rebuys

Mod: Buyer wants to modify product specifications, prices, terms, or suppliers Straight: Buyer routinely reorders something without any modifications

Social class

Relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviors

Culture

Set of basic values, perceptions, wants, and behaviors learned by an individual from family and other important institutions

Opinion leaders

an individual who influences the opinions of others

Buyer Decision Process

by which business buyers determine which products and services their organizations need to purchase and then find, evaluate, and choose among alternative suppliers and brands.

Learning

describes changes in an individual's behavior arising from experience. The practical significance of learning theory for marketers is that they can build up demand for a product by associating it with strong drives by using motivating cues and providing positive reinforcement

Selective Distortion

describes the tendency of people to interpret information in a way that will support what they already believe.

Cognitive dissonance

discomfort caused by postpurchase conflict

Motives

is a need that is sufficiently pressing to direct a person to seek satisfaction. Many companies employ teams of psychologists, anthropologists, and other social scientists to carry out motivation research.

Adoption process

is the mental process through which an individual passes from first learning about an innovation to final adoption

Perception

is the process by which people select, organize, and interpret information to form a meaningful picture of the world.

Selective Retention

means that consumers are likely to remember good points made about a brand they favor and forget good points made about competing brands. Some consumers worry that they will be affected by marketing messages without even knowing it—through subliminal advertising.

Personality

refers to the unique psychological characteristics that distinguish a person or group. It can be useful in analyzing consumer behavior for certain product or brand choices. A person's self-concept is also made use of by marketers. The idea is that people's possessions contribute to and reflect their identities

Selective Attention

tendency of a consumer to pay attention only to messages that address a need or interest or are consistent with the consumer's attitudes, opinions, and beliefs.

Subliminal advertising

the use by advertisers of images and sounds to influence consumers' responses without their being conscious of it.