Mark 350 Exam 4 SG - Marketing 350 Exam 4 Study Guide...

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Chapter 14 - PsychographicsSegmentation: DemographicsAgeBaby BoomersGeneration XGeneration YEtc.GenderEthnicityZip codeHousehold incomeMarital statusChildrenPsychographicsPsychographics is a means of identifying consumers byinterests, occupations, rolesin life, predilections, and other personal characteristics(psychological and behavioralcharacteristics).”ValuesEnduringbeliefsregarding what is right and what is wrongHome, Work & Play, Family & Children, Health, Materialism, Authenticity, Etc.PersonalityAninternal characteristicthat determines how individuals behave in varioussituations.Extroverted, Introverted, Melancholic, Phlegmatic, Etc.LifestylePeople’s patterns of behavior:activities, interests, and opinionsOutdoor, Sports, Etc.Marketing 350 Exam 4 Study Guide
Value MeasurementInferring values from cultural milieuMeans-end chain analysis: Product attributes.Value questionnairesRokeach Value SurveyList of valuesThe Customer Value Hierarchy1.The Individual’s Values/Desired End StatesFocus is on theuser and his/her/their core values, purposes or goalsTend to be “long term” in natureCustomer seeks to enhance these goals through multiple means or lifeexperiences (father/son)2.The Consequences of Product/Service UseFocus is on the person/product interactionCustomer’s subjective opinion ofwhat the product does for him/herBenefits (desired outcomes, value-added) and sacrifices (costs, undesiredoutcomes)Tend to be abstract, subjective, tied specifically to product/service consumption3. AttributesFocus is on product and its components, features, or characteristicsTends to be fairly objectively defined, what the product/service “is”Example: Car PurchaseI was concerned about the location of instruments on the dashboardWhy was that important to you?B/c I don’t want to have to search around for themWhat happens when you have to search?It makes me uncomfortableAnd when you feel uncomfortable?It distracts me from paying attention to the roadWhy is that important?Marketing 350 Exam 4 Study Guide
B/c I don’t want to endanger myself and my familyWhy is that important to you?Because I want my family to be safe =>B/c I love my familyPersonality“. . . distinctive patterns of behaviors, tendencies, qualities or personal dispositionsthat make one . . . different from another and lead to a consistent response toenvironmental stimuli.”Lifestyles“. . . manifestations or actual patterns of behavior.”Represented by consumers’activities, interests and opinionsMarketing 350 Exam 4 Study Guide

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Term
Spring
Professor
Alex Zablah
Tags
Marketing, Social Psychology, Social Influence vs Social Proof

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