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Bmgt451- Final Study Guide Harms Review

Bmgt451- Final Study Guide Harms Review - Servicescape...

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BMGT451 Review- Harms Study Guide Servicescape Atmosphere is referred to as  servicescape  when describing a service business such as a hospital, bank, or restaurant. Service-based businesses = service scape - Atmospherics of a service based business - Service scape importance depends on how long you’ll be there Crowding Generally produces negative outcomes for both the retail outlet and the consumer - Marketers need to be sensitive to cross-cultural differences since personal space and resulting crowding  perceptions can vary from culture to culture   Crowding- too much merchandise; too many people Methods to reduce: - More salespeople - Offer discounts at different parts of the day - Speed up tempo of music to get people in and out Why we give Gifts Gifts take on important meanings as representations of relationships Measuring Self Concept The most common measurement approach is the semantic differential.  - A set of 15 pairs of adjectives that have proven effective in describing the ideal, actual and social self-concepts of  individuals as well as the images of automobiles and celebrities.  VALS Dimensions Provides a systematic classification of American adults into eight distinct consumer segments.  Based on enduring psychological characteristics that correlate with purchase patterns. Ideals motivation-  these consumers are guided in their choices by their beliefs and principles rather than by  feelings or desire for social approval. They purchase functionality and reliability Achievement motivation-  these consumers strive for a clear social position and are strongly influenced by the  actions, approval, and opinions of others. They purchase status symbols Self expression motivation-  these action oriented consumers strive to express their individuality through their  choices. They purchase experiences Primary Motivation ---------------------                                                    Ideals                                                            Achievement                                                                Self-Expression     They are Information seeking Goal oriented Spontaneous They make Choices based on principles Choices to enhance position Choices to have  emotional  impact They buy Functionality and reliability Success symbols Experiences They seek Understanding Social Approval Adventure, excitement
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Novelty They pursue Self-development Self-improvement Self-reliance They resist Impulse Risk Authority They ask What “should” I do? What are others like me doing? What do I feel like doin Geo-Demographic Analysis
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