Marketing Chapter 5
subliminal advertising
marketing messages without audience knowing.
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
word-of-mouth influence
mpact of the personal words and recommendations of trusted friends, associates and other consumers on buying behavior.
new product
a good, service, or idea that is perceived by some potential customers as new.
motive (drive)
a need that is sufficiently pressing to direct the person to seek satisfaction of the need
buying center
all the individuals and units that play a role in the business purchase discussion marking process.
online social networks
are online communities where people socialize or exchange info and opinions. hope to sue the internet and social network to interact with consumers and become a part of their conversation and lives.
business buying process
business buyers determine which products and services their organizations need to purchase and then find, evaluate, and choose among alternative suppliers and brands. business to business (B to B) marketers must do their best to understand business markets and business buyer behavior
new task
business buying situation in which the buyer purchases a product or service for the first time.
straight rebuy
business buying situation in which the buyer routinely reorders something without any notifications
modified rebuy
business buying situation in which the buyer wants to modify product specifications, prices, terms or suppliers.
cognitive dissonance
buyer discomfort caused by post purchase conflict. customer satisfaction is a key to building profitable relationships with consumers, to keeping and growing consumers and reaping their customers lifetime value
system selling (solution selling)
buying a packaged solution to a problem from a single seller, this avoiding all the separate decisions involved in a complex buying situation.
product value analysis
carefully analyzing a products or services components to determine if they can be designed and made more effectively and efficiently to provide greater value.
attitude
describes a persons relatively consistent evaluations, feelings, and tendencies towards an object or idea. attitudes put people into a frame of mind of liking or disliking things, motivating towards or away form them. they are difficult to change, company should try to fit its products into existing attitudes rather than attempt to change attitudes.
learning
describes changes in an individuals behavior arising from experience. most human behavior is learned. drive is a strong internal stimulus that calls for actions, drive becomes a motive when it is directed towards a particular stimulus object. cues are minor stimuli that determine when, where and how the person responds. the particular significance of learning theory for marketers is that they can build up demand for a product by associating it with strong drives, using motivating cues and providing positive reinforcement.
general need description
describes the characteristics and quantity of the needed items or solution
selective distortion
describes the tendency of people to interpret info in a way that will support what they already believe.
subculture
groups of people with a shared value system based on common life experiences and situations. subculture groups are hispanics, blacks, asians...
early adopters
guided by respect, adopt new ideas early but carefully
belief
is a descriptive thought that a person has about something. may be based on real life knowledge or opinion or faith. marketers are interested in the beliefs that people formulate about specific products and services because these beliefs make up product and brand images that affect buying power
lifestyle
is a persons pattern of living as expressed in his or her psychographics (activities, interest and opinions). when used carefully, the lifestyle concept can help marketers understand changing consumer values and how they affect buying behavior. consumer don't just buy products buy the values and lifestyles those products represent.
e-procurement
performed through electronic connections between buyers and sellers, usually online.
opinion leaders
person within a reference group, because of special skills, knowledge, personality, or other characteristics, exerts social influence on others.
multicultural marketing
practice of including ethnic themes and cross-cultural perspectives within their mainstream marketing
early majority
rarely leaders, adopt new ideas before the average person.
motivation research
refers to qualitative research designed to probe consumers hidden subconscious motivations. as each important need is satisfied the next most important need comes into play.
consumer buyer behavior
refers to the buying behavior of final consumers- individuals and households that buy goods and services for personal consumption. these final consumers combine to make up consumer market.
business buyer behavior
refers to the buying behavior of organizations that buy goods and services for use in the production of other products and services than are sold, rented, or supplied to others.
personality
refers to the unique psychological characteristics that distinguish a person or a group. the idea is that brands also have personalities, and consumers are likely to choose brand with personalities that match their own.
late majority
skeptical, adopt innovation only after majority of people have tried it.
social classes
society's relatively permanent and ordered divisions whose members share similar values, interest and behaviors. not determined by a single factor, such as income, but is measured as a combination of occupation, education, wealth, and other variables. in US lines between social classes are not fixed and rigid, people can move to a higher class. social class tend to exhibit similar buying behavior.
supplier
systematic development development of networks of supplier partners to ensure an appropriate and dependable supply of product and materials exist for use in making products or reselling them to others.
need recognition
the buyers recognizes a problem or needs.
adoption process
the mental process through which an individual passes from first learning about an innovation to final adoption. adoption is the decision by an individual to become a regular users of the product.
perception
the process by which people select, organize, and interpret info to forma meaningful picture of the world
culture
the set of basic values, perceptions, wants and behaviors learned by a member of society from family and other important institutions. marketers are always trying to spot cultural shifts as to discover new products that might be wanted
brand personality
the specific mix of human traits that may be attributed to a particular brand. five brand personality traits- sincerity, excitement, competence, sophistication and ruggedness.
selective attention
the tendency for people to screen our most info to which they are exposed
laggards
tradition bound, adopt innovation only when it has become something of a tradition itself.
innovators
try new ideas at risk
groups
two or more people who interact to accomplish individual or mutual goals. reference groups serve as direct face to face, or indirect comparison or reference in forming a persons attitudes or behavior. people often are influence by reference groups to which they do no belong. reference groups expose a person to new behaviors and lifestyles, influence the person's attitudes and self-concept and create pressures to conform that may affect the person's product and brand choices.
derived demand
ultimately derives from the demand for consumer goods. many business markets have inelastic and more fluctuation demands. not much effected by price change. demand for many business goods and services tend to change more and more quickly.
problem recognition
when someone in the company recognized a problem or need that can be met by acquiring a specific product or service