Strategic Marketing pt. 2
The way a culture arranges values in order of importance is referred to as _______.
A differential value set
Consumers who have _______ are particularly good targets for marketing communications that use fantasy appeals.
A large gap between their real and ideal selves
Franz Schmidt is a German teenager. His father was recently transferred to Tokyo, Japan. Franz realizes that he will have to make a big adjustment to be successful in this new environment. As Franz and his family make and adjustment to the Japanese culture, they will go through a learning process called _______.
Acculturation
An individual with a high need for _______ would be most likely to place a premium on products and services that signify success.
Achievement
One important system of psychographic research measures AIO categories. What do AIOs measure?
Activities, interests, and opinions
_______ refers to the possession of both masculine and feminine traits.
Androgyny
According to the theories of Carl Jung, our shared memories create _______, which involve universal themes and appear frequently in myths and stories across cultures.
Archetypes
Anthony assumes the virtual identity of Vlad the Conqueror and is able to see himself in an online game as an armored attack robot. This visual identity is called a(n) _______.
Avatar
Shanshea worked hard to finish her engineering degree at M.I.T., and she proudly displays a bumper sticker declaring "M.I.T. Engineer" on her car. This bumper sticker is an example of a(n) _______.
Badge
Using _______, e-commerce marketers serve up customized ads on Web sites based on a customer's prior online activity.
Behavioral targeting
_______ refers to a consumer's subjective evaluation of his or her physical self.
Body Image
Jake is a high school wrestler who often struggles to "make weight" to qualify for his desired weight category for a wrestling meet. Jake often weighs himself ten times a day and tightly controls how much he eats, feeling miserable about any appearance of fat on his body and disguising his body in baggy pants and roomy sweatshirts. If he doesn't reach his desired weight, Jake feels like a failure. This is an example of _______.
Body dysmorphic disorders
According to recent research, which of the following is NOT one of the three American models of masculine identity?
Communicator
A buyer who shops to relieve tension, anxiety, depression, or boredom is BEST described as a(n) _______ consumer.
Compulsive
Paola is a very conservative businesswoman during the week. However, when she decides to "go out on the town," she likes to party and "kick up her heels." Paola's wardrobe choices are strikingly different for each of these roles. This best illustrates which of the following?
Consumer have multiple selves
Freelancers and fans film their own commercials for their products and post them on Web sites. This is referred to as _______.
Consumer-generated content
Size, color, position, and novelty are all strategies for creating which of the following?
Contrast
The local Harley-Davidson motorcycle outlet has special events on Saturday mornings. Vintage bikes are shown, food is served, and some people travel more than 100 miles on their Harleys to be there almost every Saturday morning. The motorcycle outlet's marketing approach is successful because Harley-Davidson has become a _______ product.
Cult
What theory of motivation is related to the idea that customers desire a state of balance called homeostasis?
Drive Theory
The process of learning the beliefs and behaviors endorsed by one's own culture is called _______.
Enculturation
Brand _______ refers to the extent to which a consumer holds strong, favorable, and unique associations with a brand in memory-and the extent to which the consumer is willing to pay more for the branded version of a product than for a non-branded version.
Equity
L.L. Bean products are known to be rugged, outdoorsy, tough, athletic, and dependable. Because the company has worked very hard to establish these thoughts in the minds of consumers and has spent large sums of money to make sure that their products maintain the favorable L.L. Bean reputation, L.L. Bean has achieved brand _______ with its products.
Equity
_______ suggests that expectations of achieving desirable outcomes - positive incentives - rather than being pushed from within motivate our behavior.
Expectancy Theory
A woman no longer receives compliments on the perfume that she wears. In learning terms, the stimulus-response connection has weakened. Which of the following processes best explains what has occurred in the example?
Extinction
Tomboy Tools sells a full line of pink hand and power tools ergonomically designed for women. This is an example of a(n) ______ product.
Gender-bending
_______ refer(s) to analytical techniques that combine data on consumer expenditures and other socioeconomic factors with geographic information about the areas in which people live in order to identify consumers who share common consumption patterns.
Geodemography
Amar Johnson lives, eats, and breathes pro football. His favorite team is the Indianapolis Colts. His home looks like an Indianapolis Colts' gift shop and museum. Amar's extended self is on the _______ level.
Group
When Jane shops, she must feel the fabric of any potential clothing buy before she even bothers to see what the design is. She has a high need to touch. Which sense system is important to Jane in her clothing shopping?
Haptic
Based on the 80/20 rule, a company tries to identify and focus on the _______ of its product.
Heavy users
When a woman buys expensive jewelry, which of the following needs is MOST likely being expressed?
Hedonic
_______ is the promotional strategy that involves select consumers altering some aspects of their selves to advertise for a branded product.
Identity marketing
Person, object, and situational factors are the three types of influences that determine a person's level of _______.
Involvement
________ refers to a relatively permanent change in behavior that is caused by experience.
Learning
Both Justin and Craig are business majors and live in the same dorm. Justin's room looks like a BASS PRO SHOPS showroom, with fishing trophies and lures on the wall and framed photos of fishing trips on his study desk. Craig's room features posters of his favorite musical group and stacks of CDs. It is most accurate to say that the difference between the two rooms reflects a difference in _______ between Justin and Craig.
Lifestyle
Jeff's favorite quote is, "He who dies with the most toys, wins". If Jeff really thinks like this, he is expressing a concept known as _______.
Materialism
A consumer who values possessions for their status and appearance-related meanings would MOST accurately be called a(n) _______.
Materialist
________ involves a process of acquiring information and storing it over time so that it will be available when needed.
Memory
On her first visit to China, Jane did not know how to pay for the produce she had selected at a market. She watched several Chinese women pay for their selections, and then Jane copied their behavior. In this example, Jane used ________.
Modeling
Processing information from more than one medium at a time is known as ________.
Multitasking
Many marketers use "the good old days" as a common theme in promotional messages. This is a strategy of focusing on ________.
Nostalgia
_______ learning occurs when an individual watches the actions of others and notes the reinforcements they receive for their behaviors.
Observational
Maria Venegas is a researcher investigating lifestyles of the rich and famous. This week she is examining her target audience's views on food, the media, fashion, and recreation. Which of the AIO categories is the subject of Maria's research at present?
Opinions
The process by which people select, organize, and interpret sensory information is called ________.
Perception
_______ refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment.
Personality
Lifestyle, attributes, competitors, and quality are all dimensions marketers can use to carve out a brand's ________ in the marketplace.
Position
The ________ for a brand guides how a company uses elements of the marketing mix to influence the consumer's interpretation of the brand's meaning in the marketplace relative to its competitors.
Positioning Strategy
If a woman gets compliments after wearing Obsession perfume, she is more likely to keep buying the product and wearing it. What type of instrumental conditioning has occurred occurred in the example?
Positive Reinforcement
A new Green Giant ad campaign relied on the ________ when it used a redesigned package for Green Giant products that showed the Green Giant in a "sea of green." It was felt that the Green Giant products were now unified under a common design banner.
Principle of similarity
Variables that measure psychological, sociological, and anthropological characteristics are referred to as _______
Psychographics
In a typical ________ test, subjects are shown ads one at a time and asked if they have seen them before.
Recognition
Research has indicated that the color ________ creates feelings of arousal and stimulates appetite.
Red
The _______ summarizes the beliefs a person holds about his own attributes and how he evaluates the self on these qualities.
Self-concept
The immediate response by our eyes, nose, mouth, or fingers to such basic stimuli as light, color, sound, odor, and texture is called ________.
Sensation
When a gas station blows "fresh coffee smell" around the gas pumps to tempt customers to come inside for a cup, the gas station is using a form of ________ marketing to influence customers.
Sensory
________ memory permits temporary storage of information we receive from our senses.
Sensory
The sensory characteristic of a product that sticks with consumers, helping them to remember the product in a unique way, is called the ________.
Sensory Signmature
The average adult is exposed to about 3,500 pieces of advertising information every single day, far more information than they can or are willing to process. Consumers who are exposed to more information than they can process are in a state of ________.
Sensory overload
The title of a popular book once proclaimed that "Real Men Don't Eat Quiche". Products that take on masculine or feminine attributes are said to be _______.
Sex-typed
_______ are characteristics and behaviors that people stereotypically associate with one gender or the other.
Sex-typed traits
Shoplifting is America's fastest growing crime. What term does the retail industry use to describe inventory and cash losses from shoplifting?
Shrinkage
Which of the following refers to the process by which the way a word sounds influences the listener's assumptions about what the word describes?
Sound Symbolism
Family branding, licensing, and look-alike packaging are all marketing strategies based on ________.
Stimulus Generalizing
Behavioral learning theorists do not focus on internal thought processes; rather, they look to external evidence to study learning. What aspects of the environment are of most concern to behaviorists in studying learning?
Stimulus and response
According to Weber's Law, the ________ the initial stimulus, the greater a change must be for people to notice the change.
Stronger
_______ is based on the premise that people have a need for order and consistency in their lives and that a state of tension exists when beliefs or behaviors conflict with one another.
The theory of cognitive dissonance
Some color combinations come to be so strongly associated with a corporation that they become known as the company's ________.
Trade dress
"Casual Fridays" in American workplaces encourage the expression of a person's _______.
Unique self
The ideal self is a person's conception of how she _______.
Would like to be
People across all cultures appear to favor physical features that are associated with _______.
Youth and good health
The extended self is comprised of _______.
external objects we consider a part of us
