MKT 365

brand community benefits

-seem most relevant for high-involvement, activity based products and for brands with a degree of uniqueness. Both Jeep and Harley-Davidson have benefited from strong brand communities. -add value to the ownership of the product and build intense loyalty.

interpretation

-the assignment of meaning to stimuli that have been attended to. Interpretation is a function of individual as well as stimulus and situation characteristics. -largely a function of individual learning and expectations that are triggered by the stimulus and moderated by the situation.

household life cycle/social stratification matrix

One axis is the stages in the HLC (which determines the problems the household will likely encounter) and the other is a set of social strata (which provide a range of acceptable solutions).

Green Marketing

Producing products whose production, use, or disposition is less harmful to the environment than the traditional versions of the product; developing products that have a positive impact on the environment; or tying the purchase of a product to an environmental organization or event.

consumption subculture

a group that self-selects on the basis of a shared commitment to a particular product or consumption activity.

brand community

a non-geographically bound community, based on a structured set of social relationships among owners of a brand and the psychological relationship they have with the brand itself, the product in use, and the firm.

Demographics

a population's size, distribution, and structure.

subculture

a segment of a larger culture whose members share distinguishing patterns of behavior. An array of ethnic, nationality, religious, and regional subcultures characterize American society.

Structure of a Population

age, income, education, and occupation makeup.

factors of consumption subcultures

an identifiable, hierarchical social structure; a set of shared beliefs or values; and unique jargon, rituals, and modes of symbolic expression.

cognitive interpretation

appears to involve a process whereby new stimuli are placed into existing categories of meaning.

Gender Roles

are ascribed roles based on the sex of the individual rather than on characteristics the individual can control.

individual factors

are characteristics of the individual, such as interests and needs.

Norms

are general expectations about behaviors that are deemed appropriate for all persons in a social context, regardless of the position they hold.

stimulus factors

are physical characteristics of the stimulus itself, such as contrast, size, intensity, color, movement, position, isolation, format, and information quantity.

Roles

are prescribed patterns of behavior expected of a person in a situation.

values

are widely held beliefs that affirm what is desirable. Cultures change when values change, the environment changes, or when dramatic events occur.

community

characterized by consciousness of kind, shared rituals and traditions, and a sense of moral responsibility.

social class system

defined as the hierarchical division of a society into relatively permanent and homogeneous groups with respect to attitudes, values, and lifestyles.

Ethnic subcultures

defined broadly as those whose members' unique shared behaviors are based on a common racial, language, or nationality background.

cohort analysis

describing and explaining the attitudes, values, and behaviors of an age group as well as predicting its future attitudes, values, and behaviors.

Primary Groups

groups with frequent personal contact

Secondary Groups

groups with limited interpersonal contact

group

includes two or more individuals who share a set of norms, values, or beliefs and have certain implicit or explicit relationships such that their behaviors are interdependent.

age cohort or generation

is a group of persons who have experienced a common social, political, historical, and economic environment.

Achievement Role

is acquired based on performance over which an individual does have some degree of control.

cognitive age

is how hold a person feels. Many older consumers feel 10 to 15 years younger than their chronological age.

Cause-related marketing

is marketing that ties a company and its products to an issue or cause with the goal to improve sales and corporate image while providing benefits to the cause.

household life cycle (HLC)

is the classification of the household into stages through which it passes over time based on the age and marital status of the adults and the presence and age of children.

affective interpretation

is the emotional or feeling response triggered by the stimulus

Environment-oriented values

prescribe a society's relationships with its economic, technical, and physical environments. (cleanliness, performance/status, tradition/change, risk taking/security, problem solving/fatalistic, and nature.)

Other-oriented values

reflect a society's view of the appropriate relationships between individuals and groups within that society (individual/collective, extended/limited family, diversity/uniformity, masculine/feminine, competitive/cooperative, and youth/age.)

Self-oriented values

reflect the objectives and approaches to life that individual members of society find desirable. (active/passive, material/nonmaterial, hard work/leisure, postponed gratification/immediate gratification, sensual gratification/ abstinence, and religious/secular.)

culture

the complex whole that includes knowledge, beliefs, art, law, morals, customs, and any other capabilities acquired by humans as members of society--includes almost everything that influences an individual's thought processes and behaviors.

opinion leader

the consumer is likely to seek information from a more knowledgeable group member. That group member is called:

program involvement

the degree of interest the consumer has in the program or magazine in which the advertisement is embedded, is a situational factor of particular interest to marketers.

importance of consumption subcultures

the groups often require products to perform the activities on which they are based and to signal membership and status, these products sometimes become appropriated by the mass market, and the consumption of some products are or can become part of the consumption ritual for other products or for specific situations.

factors of conformity

the visibility of the usage situation; the level of commitment the individual feels to the group; the relevance of the behavior to the functioning of the group; the individual's confidence in his or her own judgment in the area; and the necessity/non-necessity nature of the product

perception

those activities by which an individual acquires and assigns meaning to stimuli. exposure/attention/interpretation

social classes

upper-upper, lower-upper, upper-middle, middle, working class, upper-lower, and lower-lower

exposure

when a stimulus comes within range of one of our primary sensory receptors.

normative influence

when an individual conforms to group expectations to gain approval or avoid disapproval.

identification influence

when an individual identifies with the group norms as a part of his or her self-concept and identity.

informal influence

when individuals simply acquire information shared by group members.

attention

when the stimulus activates one or more of the sensory receptors, and the resulting sensations go into the brain for processing.