Study guides, Class notes & Summaries

Consumer Behavior - Week 2 Readings Questions and Answers Grade A+ 2023

Consumer Behavior - -Searching for, purchasing, using, evaluating, and disposing of products and services that they expect with satisfy their needs. -Personal Consumer - -buys goods and services for his or her own use, for the use of the household, or as a gift for a friend; the "end user"; -Organizational Consumer - -Includes business, government agencies, and institutions which must buy products, equipment, and services in order to run their organizations. -Production Orientation - ...

age cohort - -People who were born in the same time period and share historical experiences. -accommodation - -Modifying an existing schema to fit a new experience. -assimilation - -Applying an existing schema to a new experience. -chronosystem - -The time-based dimension that can alter the operation of all other systems in Bronfenbrenner's model, from microsystem through macrosystem. -classical conditioning - -A type of learning in which a new stimulus is repeatedly presented with ...

reference groups - -involves one or more people used as a basis for comparison or point of reference in forming affective and cognitive responses and performing behaviors. -types of reference group influences - -Informational reference group influence, utilitarian reference group influence, and value-expressive group influence. -informational reference group influence - -transmits useful information to consumers about themselves, other people, or aspects of the physical environment such as...

Exposure - -Occurs when consumers come into contact with information in the environment, some-times through their own intentional behaviors and sometimes by accident. -Attention - -The process by which consumers select information in the environment to interpret. Also, the point at which consumers become conscious or aware of certain stimuli. -Interpretation Processes - -The processes by which consumers make sense of or determine the meanings of important aspects of the physical and social...

strengths of lifestyle branding - -appeal to consumers need for self expression -weaknesses of lifestyle branding - -cross-category competition -who wins at lifestyle branding? - -brands best positioned to represent popular lifestyles -who loses at lifestyle branding? - -lifestyle brands that do not have the resources or commitment to sustain their lifestyle positioning in the face of increasing competition. -personality - -thoughts, emotions, intentions, behavior that are consistent...

Marketing strategies: 5 pillars of digital - -1. listening 2. content 3. engagement 4. integration 5. measurement -Market analysis components - -1. The Consumers 2. The Company 3. The Competitors 4. The Conditions -market segmentation - -a portion of a larger market whose needs differ from the larger market -marketing mix - -product, communications, price, distribution, and service -culture - -the knowledge, beliefs, customs, and values of a group of people -cultural values...

Consumer Behavior Chapter 13 Questions and Answers Grade A+ 2023

NYT "Penetrating the Mind by Metaphor" - Summary - -Mr. Zaltman considers that focus groups and questionnaires are usually a waste of time, and 60 to 80% of products using these techniques fail. He is the creator of ZMET, the Zaltman Metaphor Elicitation Technique. Mr. Zaltman argues that consumers can't tell you what they think because they don't know. Their most profound thoughts, the ones that account for their behavior in the marketplace, are unconscious. Not only that, he insists, those...

Consumer Behavior - -study of individuals, groups, or organizations and the processes 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. -Marketing Strategy, Regulatory Policy, Social Marketing, and Informed Individuals - -What are the 4 Applications of Consumer Behavior? -Marketing Strategy - -marketing decisions based on explicit consumer behavior theory, assumpt...