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Unformatted text preview: Chapter 1 1. Consumer behavior is the study of individuals, groups, or organizations and the process they use to select, secure, use and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. 2. Customer value is the difference between all the benefits derived from a total product and all the costs of acquiring those benefits. 3. Conceptual model 4. Lifestyle is how one lives, including the products one buys, how one uses them, what one thinks about them, and how one feels about them. 5. Market segment is a portion of a larger market whose needs differ somewhat from the larger market. Market Segmentation Involves Four Steps: 1. Identifying Product-Related Need Sets 2. Grouping Customers with Similar Need Sets 3. Describing Each Group(in terms of their demographics, lifestyles, and media usage) 4. Selecting an Attractive Segment(s) to Serve 6. Marketing mix, which includes the Product, Price, Communications, Distribution, and Services. Product-anything a consumer acquires or might acquire to meet a perceived need. Marketing communications- advertising, the sales force, public relations, packaging, and any other signal that the firm provides about itself and its products. Price-is the amount of money one must pay to obtain the right to use the product (consumer cost is everything the consumer must surrender in order to receive the benefits of owning the product) Distribution-having the product available where target customers can buy it Service-auxiliary or peripheral activities that are performed to enhance the primary product or service 7. Self-concept is the totality of an individual's thoughts and feelings about oneself. 8.Target market that the segments of the larger market on which we will focus our marketing effort. Chapter 8 1. Adaptation level theory suggests that if a stimulus doesn't change, over time we adapt or habituate to it and begin to notice it less. 2. Aspects of interpretation Interpretation is the assignment of meaning to sensations. 3 Aspects : 1. It is generally a relative process rather than absolute, often referred to as 2. Subjective, and open to a host of psychological biases. 3. cognitive thinking process, or an affective "emotional" process. Cognitive interpretation Affective interpretation 3. Determinants of interpretation 1. Individual Characteristics a. traits b. learning and knowledge 3. Stimulus Characteristics a. Traits- of the stimulus (size, shape, color) b. Organization (physical arrangement of the stimulus objects) Proximity-how close together? Closure- incomplete stimulus Figure-Ground (presenting the stimulus in such a way that it is perceived as the focal object to be attended to and all other stimuli are perceived as the background) c. Changes 4. Exposure occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves. 5. Information processing steps: exposure, attention, interpretation (perception) and memory. 6. Information overload-occurs when consumers are confronted with so much information that they cannot or will not attend to all of it ex: 7. Perception begin with exposure, attention, end with consumer interpretation 8. Perceptual defenses individuals are not passive recipients of marketing messages 9.Perceptual relativity It is generally a relative process rather than absolute, often referred to as perceptual relativity. 10.Selective vs. voluntary exposure 11. Sensory discrimination the physiological ability of an individual to distinguish between similar stimuli is called 12. Stimulus factors and application (attention is determined by three factors: the stimulus, the individual, and the situation) Size Intensity Attractive Visuals Color and Movement Position Isolation Format Contrast and Expectations Interestingness Information Quantity 13. Stimulus characteristics a. Traits- of the stimulus b. Organization Proximity-how close together? Closure- incomplete stimulus Figure-Ground c. Changes ...
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This note was uploaded on 02/07/2012 for the course ADV 823 taught by Professor Dr.patriciahuddleston during the Fall '11 term at Michigan State University.
- Fall '11