GCC- Questions
What is "The Rouge"?
-A Ford plant that was innovative for awhile and then began to show its age -Instead of shutting it down, they made it ecologically friendly and innovative for many people to work at
What are the five steps to eco-effectiveness?
-Get free of known culprits -Follow informed personal preferences -Creating a passive positive list -Activate the positive list -Reinvent
What does "activity equals prosperity" mean?
-In the race for economic progress, social activity, ecological impact, cultural activity, and long-term effects can be overlooked -GDP only measures prosperity by activity though it may be hurting other aspects
What are the five guiding principles of eco-effectiveness?
-Signal your intention -Restore -Be ready to innovate further -Exert intergenerational responsibility
Basic meaning of attributional style and what does it mean?
-refers to how people explain the events of their lives. - explains why people react quite differently, but predictably to events and how they explain the causes of those events. People generally tend to have a self-serving bias.
Know about brand elements:
Characters: brand symbol that takes on human characteristics - Characters are very useful for creating brand awareness - The more realistic the character, the greater the need to update it
What is eco-effiency?
Doing more with less. Adding more value to a good or service while using fewer resources and releasing less pollution
Know about the internal & external locus of control schemas and be able to give examples
External Locus of Control- Individual believes that his/her behavior is guided by fate, luck, or other external circumstances Internal Locus of control- Individual believes that his/her behavior is guided by his/her personal decisions and efforts
What auto company embraced the tenants of Cradle to Cradle
Ford
What is eco-effectiveness?
"Building buildings that celebrate natural pleasures: sun, light, air, nature, even food, in order to enhance the lives of the people who work there."
What is the motto for the industrial revolution?
"If brute force doesn't make you work, you're not using enough of it"
How are product life cycles related to marketing?
"Most of what you see in the green movement is voodoo marketing . . . If they say their product makes the sky bluer and the grass greener, that's just not good enough." -Ron Jarvis
Maslow's Hierarchy of Needs
(level 1) Physiological Needs- health, food, sleep (level 2) Safety and Security- shelter, removal from danger (level 3) Belonging- Relationships, Love and Affection (level 4) Esteem- self-esteem and esteem from others (level 5) Self Actualization- achieving individual potential
Describe the cherry tree metaphor as it relates to eco- effectiveness
- It produces thousands of blossoms, fruits, birds, enriched soil with blossoms and fruit - Goal: is for one pit to grow another tree
What are the advantages of recycling over downcycling?
- Just because a material is recycled does not automatically make it ecologically benign, especially if was not designed specifically for recycling - Lost value and lost materials - Increase contamination of biosphere - Cost
Where do consumers fit into the model for product development and use?
The producers have to figure out what the consumers want and how they can get that to them.
Why do consumers acquire products?
They are either passionate about the product or it's "the thing" to buy
Know the difference between trademarks and registered banks
Trademarks: legal term for a brand name, brand mark or trade character Registered Brands: registered
Know why understanding cultural values is important in terms of consumer behavior.
Values affect the way consumers buy their products.
How could one compare an eco-efficient building to an eco-effective building?
a fluorescent- lit gray cubicle to a sunlit area full of fresh air
Know what the context of a buying situation is, and be able to list examples
amusement parks, shopping malls, farmer's market (walmart example)
Brands should.....
be memorable have a positive connotation convey a certain image
Be able to give examples of how people alter their bodies
cosmetic surgery, tattoos, body piercings
Know what constitutes the physical environment of a retail experience
décor, smells, temperature, # of people in the store, aisle width
Know how Product design evolved in the industrial revolution
natural resources -> manufacturing -> retail -> use -> trash
Know the model for product development and use
natural resources -> manufacturing -> retail -> use -> trash
Know characteristics of good brand names:
o Easy to say o Easy to spell o Easy to read o Easy to remember o Fit the target market o Fit the product's benefits o Fit the consumer's culture o Fit legal requirements
What are the functions of brands?
o Identification of source of product o Assignment of responsibility to maker o Risk reducer o Search cost reducer o Promise or pact with maker o Symbolic device o Signal of quality
Know about the Ideals of beauty and how they change over time .
physical features clothing styles cosmetics hairstyles skin tone body type symmetry From starvation, to painfully bound feet, inserted plates in lips, spent countless hours under hair dryers, reduction or enlargement of features, hours in front of mirrors and underneath tanning lights are just some of the struggles we go through too to meet society's expectations of a what a beautiful women should look like.
What are the 4 P's of marketing?
product, price, place, and promotion
What are some results of body image distortion?
realignment of sexual dimorphic markers (those aspects of the body that distinguish between the sexes) girls wanting thinner mind distortion
What is the Stunkard Scale and what does it measure?
scale of 1-9 people that gradually increase in weight; measures your weight in relation to others' weight
Know the type of scale used to measure consumer involvement
semantic differential scale
How do ads reinforce desired states?
suggests a desired state for men and then suggests a solution to solve the problem. If you want to have a toned body, a Soloflex will help to reduce the tension and create a drive to workout to get that toned body. Essentially it helps to satisfy a need.
What types of appeals do marketers make to consumers?
try to link their products and services with well established figures, etc
Who teaches cultural values?
Society around us??
What is the value of an Internal Locus of control?
Students with an internal locus of control will show higher achievement motivation than students with an external locus of control
What is consumer involvement?
A person's perceived relevance of the object based on his/her inherent needs, values, and interests. (object: A product (physical products, services, ideas, etc) or BRAND)
What is built- in -obsolesce?
A product is built only to last a certain period of time to allow and encourage the customer to get rid of the old thing and buy the new model
Why are brands important in creating product identity?
A properly developed brand, line extension can create competitive advantages and maximize earnings.
How do humans compare to ants with respect to eco-effectiveness?
Ant's weight is greater than the weight of all humans. They are smaller in size, but there are a lot more of them than us. We need to learn from the ants. •Safely & effectively handle waste •Grow & harvest their own food while nurturing the ecosystem •Construct houses, farms, dumps, cemeteries, living quarters, & food-storage facilities that can be truly recycled •Create disinfectants & medicines that are healthy, safe, & biodegradable •Maintain soil health for the entire planet
Know strategies to increase consumer involvement
Appeal to the hedonic (emotions, fantasies, etc) Build a bond with consumers as producers, consumers as co-designers (Design for, design with, design by)
How is product design related to product consumption?
As a buyer you got the item or service you wanted plus additives that you didn't ask for and didn't know were included and that may be harmful to you or your loved ones
How do companies view product life style?
As an opportunity to make their products more efficient? Maybe?
Where is "away"?
Away doesn't exist
Why is brand so important?
Brand names lead consumers to make what these economists consider to be artificial distinctions between different products
What was the underlying design assumption of the Industrial Revolution?
-Worst-case-scenario -Design a product for the worst possible circumstance, so that it will always operate with the same efficiency -Cradle to Cradle
What were the three models of product lifestyle presented in class?
1. Natural resources & technical nutrients -> manufacturing -> retail 2. Natural resources & technical nutrients -> manufacturing -> retail ->use -> trash 3. Natural resources & technical nutrients -> manufacturing -> retail ->use -> natural resources...
Know the 5 components of consumer involvement profiles
1. The personal interest a consumer has in the product category 2. The perceived importance of the potential negative consequences associated with a poor product choice 3. The probability of making a bad purchase 4. The pleasure value of the product category 5. The sign value (relates to self-concept) of the product category
Describe motivational conflicts.
Goals have valence, which means that they can be positive or negative. Positive goals men that consumers value the goal and they direct behavior through motivation to approach the goal and seek out products that will help them obtain the goal. Since not all behavior is motivated by desire, consumers may also be motivated to avoid a negative outcome by reducing consumption activities to avoid this negative outcome (I.e. avoid products with social disapproval). Approach-Approach Conflict: In this type of conflict the consumer must choose between two desirable alternatives. Theory of cognitive dissonance is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another. The conflict may be resolved by a process of cognitive dissonance reduction (in which people are motivated to reduce inconsistencies which eliminates unpleasant tension). Can you think of any personal situations in which you were faced with approach-approach conflicts? A marketer can resolve this conflict by bundling several benefits together. The latest fashions are on sale, free text messaging for a month, etc... Approach-Avoidance conflict: Negative consequences are attached to many of the products and services we desire. Feelings of guilt, gluttony, or ostentation might occur when buying products associated with luxury or status. (ex. Food, clothing, services, etc) When we desire a goal but wish to avoid it at the same time, an approach-avoidance conflict occurs. Many marketers try to overcome a consumer's guild by convincing them that they are deserving of luxuries--L'Oreal slogan "because I'm worth it." Another example of how to satisfy this particular conflict would be to buy a fake fur jacket instead of a real one to eliminate guilt about harming animals and reduce guild about spending too much money. Avoidance-Avoidance Conflict: Consumer's often find themselves between a rock and a hard place. In this type of conflict the consumer is faced with two undesirable alternatives. An example would be that you can either pay the high price for the latest styles or you can buy last season's styles that are cheaper, but you will be forced to wear clothes that are out of style. Marketers must reach out to these consumers in conflict by helping consumers to handle the stress of avoidance-avoidance conflicts. For example they might offer special promotions such as 10% off when opening a credit card, or a rewards points program for buying items not on sale.
Know the difference between a persons ideal self and their actual self.
Ideal Self A person's conception of how he or she would like to be Partially molded by elements of a consumer's culture Actual Self A person's realistic appraisal of the qualities he or she does and does not possess
How does product lifestyle occur within a marketing context?
If your product is green, it makes for a good marketing technique
What is the existing design paradigm extending from the industrial revolution?
Industrial revolution --- world wars - cold war - globalization
What is the Rosenberg scale and what does it measure?
Measures your level of self-esteem by quizzing you on your thoughts
If material is recycled, is it automatically ecologically benign?
No
Is being "less bad" good enough?
No. "The best way to reduce any environmental impact is not to recycle more, but to produce and dispose of less
How are needs and desires affected by marketing?
Physical environment, the context of the buying situation, 4 P's of marketing, time is money Consumer's try to maximize satisfaction by allocating time to their appropriate combination of tasks.
Know the different types of product involvement
Product: To increase this type of involvement marketers commonly use sales promotions. An example would be when makeup or perfume companies allow consumers to choose a free gift with a purchase Message-Response: Message response can be low or high involvement. Print ads for example are high involvement, the reader is actively involved in reading and processing the information that is seen in the ad. The reader can pause and reflect on what they have just read before moving on to the next article. TV ads for example are low-involvement because the consumer is passive when watching the ad, before the consumer has a chance to interpret meaning, something new has already appeared on the screen. Purchase Situation: Relates to the context in which products are being purchased or researched. An example would be if you were buying a product for work vs for your own household.
What are some verbs related to the "less - bad" model?
Reduce Minimize Avoid Sustain Limit Halt
What are the 4 R's?
Reduce. Reuse, Recycle. Regulate
What is the goal of marketers with respect to consumer involvement?
Since involvement is a motivational construct, it can be triggered by one or more antecedents. When knowledge about the product is activated and the consumer's involvement is increased, consumers will more likely pay more attention to ads about the product and focus on product related information.
How are products and brands managed?
•Brand Manager: When a firm has different brands within a single product category, each brand may have its own brand manager who is responsible for positioning of the brand and developing its equity. •Person who has marketing responsibilities to develop and execute marketing programs that increase brand identity and awareness for a specific product. •Brand managers plan, develop, and direct the marketing efforts for a particular brand or product. •Product Category Manager: In such cases, organizing for product management may include product category managers who coordinate the mix of product lines within the more general product category and who consider the addition of new-product lines. •Category management is normaly gives the designated manufacturer authority concerning retail shelf space allocation, promotion, product assortment and inventory decisions. Example: toothpaste, Crest, whitening, regular, tarter free with scope, Corrnidinating these products together •Market Managers: different manager's focus on specific customer groups rather than on the products the company makes. •Marketing managers are often responsible for influencing the level, timing, and composition of customer demand in a manner that will achieve the company's objectives. This type of organization can be useful when firms offer a variety of products that serve the needs of a wide range of customers.
What does eco-effectiveness challenge people to imagine
•Buildings that, like trees, produce more energy than they consume and purify their own waste water •Factories that produce effluents that are drinking water •Products that, when their useful life is over, can decompose and become food for plants and animals as well as nutrients for the soil. •Products that can return to industrial cycles to supply high-quality raw materials for new products •Transportation that improves the quality of life while delivering goods and services A world of abundance, not one of limits, pollution, and waste
Why are packaging and labeling decisions important?
•Packaging Functions: Identify brand, make it easy for consumers to handle and store the product. Provides functional benefit such as easy storage, zip-lock closures, and limit shelf space, facilitate transport and protection, Strong association by look and feel, Create point of difference, Stand out from shelf clutter, •Packaging plays an important role in communicating brand personality: The color of the packaging matters. •We often recognize products based on their packaging. Can you think of any examples? Coke, Campbell's soup
is eco-effieciency ideal? Why or why not?
•Release fewer pounds of toxic wastes into the air, soil, and water every year •Measure prosperity by less activity •Meet the stipulations of thousands of complex regulations to keep people and natural systems from being poisoned too quickly •Produce fewer materials that are so dangerous that they will require future generations to maintain constant vigilance while living in terror •Result in smaller amounts of useless waste •Put smaller amounts of valuable materials in holes all over the planet where they can never be retrieved As long as human beings are regarded as "bad," zero is a good goal. But to be less bad is to accept things as they are, to believe that poorly designed, dishonorable, destructive systems are the best humans can do. This is the ultimate failure of the "be less bad" approach: a failure of the IMAGINATION."
