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| the behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products, services, and ideas |
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| the process of making purchase decisions based on cognitive and emotional influences such as impulse, family, friends, advertisers, role models, moods, and situations that influence a purchase. |
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| methodology used in study and interpret consumer behavior |
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| what customers expect based on past experiences |
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| an individual's perception of the performance of the product or service in relation to his or her expectations |
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| providing value to customers continuously so they will stay with the company rather than switch to a competitor |
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| the ratio between the customer's perceived benefits and the resources used to obtain those benefits |
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| ability to allow much greater customization of products, services, and promotional messages through technological mediums |
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| a consumer-oriented philosophy that suggests that satisfaction of consumer needs provides the focus for product development and marketing strategy to enable the firm to meet its own organizational goals |
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| designing, packaging, pricing, advertising, and distributing products in such a way that negative consequences to consumers, employees, and society in general are avoided |
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| the unique configuration of the four basic marketing variables (product, promotion, price, and channels of distribution) that a marketing organization controls |
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| a focus on the product rather than on the consumer needs it presumes to satisfy |
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| the process of dividing a market into subsets of consumers with common needs or characteristics |
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| the selection of one of more of the segments identified for the company to pursue |
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| narrowcasting vs. broadcasting |
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| narrowcasting: a method that enables them to develop and deliever more customized messages to increasingly smaller markets on an ongoing basis. broadcasting: developing and delieving a message to the majority of individuals |
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| establishing a specific image for a brand in relation to competing brands |
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| production concept vs. the product concept |
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| the production concept assumes that consumers are mostly interested in product availability at low prices. a product concept assumes taht consumers will buy the proudct taht offers them the highest quality, the best performance, and the most features |
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| selling the product(s) that it has unilaterally decided to produce |
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| incorporating specific social goals into their mission statements nad including programs in support of these goals as integral components of theri strategic planning |
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| societal marketing concept |
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| a revision of the traditional marketing concept that suggests that marketers adhere to principles of social responsibility in the marketing of their goods and services; that is, they must endeavor to satisfy the needs and wants of their target markets in a way that preserve and enhance the well-being of consumers and society as a whole |
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| the selection of a distinct market segment at which to direct a marketing strategy |
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| reserach measurement instrument used to capture evaluative data |
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| system in which complaints are analyzed and should encourage customers to complain abotu an unsatisfactory product or provide suggestions for improcement by completing forms asking specific questions beyond the routine, and establish "listening posts" such as hotlines |
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| consumers paid for recording their purchases or media viewing habits in diaries which were summarized and analyzed by the data providers |
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| a type of experiment that ensures that any difference in the outcome is due to different treatments of the variable under study and not to extraneous factors |
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| customer lifetime value profiles |
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| profiles based on the collection and analysis of internal secondary data |
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| customer satisfaction measurement |
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| quantitative and qualitative measures that gauge the level of cusomter satisfaction and its determinants |
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| a lengthy and relativeliy unstructured interview designed to uncover a consumer's underlying attitudes and/or motivations |
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| identifying cause and effect by testing relative sales appeal of different variables, such as package design, prices, promotional offers or copy themes |
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| a small scale study that idnetifies critical issues to include in a large-scale reserach study |
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| a qualitative research method in which about eight to ten persons participate in an unstructured group interview focused on a product or service concept |
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| research focused on understanding consumer experiences |
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| survey conducted by sending questionnaires directly to individuals at their homes |
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| using a mechanical or electronic device to records customer behavior or response to a particular marketing stimulus |
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| qualitative reserach designed to uncover consumers' subconscious or hidden motications. the basic premise of motivational research is that consumers are not always aware or, or may not wish to reveal, the basic reasons underlying their actions |
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| professional observers who pose as custeomrs in order to interact with and provide unbiased evaluations of the company's service personnel in order to identify opportunities for improving productivity and efficiency |
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| findings are representative of the population |
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| a form of consumer research that relies on observation of consumers int he process of buying and using products |
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| surveys conducted on the internet |
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| personal interview survey |
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| surveys that take place in the home or in a retail shopping area. |
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| physiological observation |
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| devices taht monitor respondents' patterns of information processing |
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| a consumer behavior research approach that regards the consumer behavior discipline as an applied marketing science. its main focus is on consumer decision making |
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| original data performed by individual researchers or organizations to meet specific objectives |
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| findings are projectable to the total population |
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| techniques designed to tap the underlying motives of individuals despite their unconscious rationalizations or efforts at conscious concealment |
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| research methods that are primarily used to obtain new ideas for promotional campaigns and products, such as focus groups, interviews, etc |
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| research methods that enable researchers to understand the effets of various promotional imputs on the consumer, thus enabling markets to predict consumer behavior |
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| the degree to which a measurement instrument is consistent in what it measures. |
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| defining the objectives of a study |
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| secondary data (internal and external) |
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| data that has been collected for reasons other than the specific research project at hand. internal data consists of information as data generated in-house for earlier studies. external data consists of any data collected by an outside organization. |
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| testing elements of a product prior to its launch. elements such as package, price, and promotion are manipulated in a controlled setting in order to predict sales or gauge the possible responses to the product. |
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| collecting the appropriate data to answer the questions or objective stated in the first stage of the research process |
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| AIOs (activities, interests, opinions) |
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Definition
| psychographic variables that focus on activities, interests, and opinions. also referred to as lifestyle |
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| segmentation based on the kinds of benefits consumers seek in a product |
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| targeting a prodcut or service to a single market segment with a unique marketing mix (price, product, promotion, method of distribution) |
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| strategy in which a company combines two or more segments into a single segment to be targeted with an individually tailored product or promotional campaign |
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| demographic characteristics |
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| objective characteristics of a population (such as age, sex, marital status, income, occupation, and education) which are often used as the basis for segmenting markets |
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| the division of a total market into smaller subgroups on the basis of such objective characteristics as age, sex, marital status, income, occupation, and education |
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| targeting a product or service to two or more segments, using a specifically tailored product, promotional appeal, price, and/or method of distribution for each |
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| the division of a total potential market into smaller subgroups on the basis of geographic variables (i.e. region, state, city, or zip code) |
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| the use of several segmentation variables to more accurately define or "fine-tune" consumer segments |
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| offering the same product and marketing mix to all consumers |
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| the process of dividing a potential marketing into distinct subsets of consumers nad selecting one or more segments as a target market to be reached with a distinct marketing mix |
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| highly regionalized marketing strategies that use advertising and promotional campaigns specificallly geared to local market needs and conditions |
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| establishing a specific image for a brand in relation to competing brands |
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| a series of written statements designed to capture relevant aspects of a consumer's personality, buying motices, interests, attitudes, beliefs, and values |
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| psychographic segmentation |
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Definition
| identifying segments of consumers based on their responses to statements about their activities, interests, and opinions |
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| psychological segmentation |
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Definition
| a division of a total potential market into smaller subgroups on the basis of intrinsic characteristics of the individual, such as personality, buying motives, lifestyle, attitudes, or interests |
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| changing the way a product is perceived by consumers in relation to other brands or product uses |
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| sociological and anthropological variables that provide further bases for marketing segmentation |
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| popular and effective form of segmentation that categorized consumers in terms of product, service, or brand-usage characteristics, such as usage rate, awareness status, and degree of brand loyalty |
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| situations and occasions that can determine what consumers will purchase or consume |
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| (values and lifestyle system) a research servivce that tracks marketing-relevent shifts in the beliefs, values, and lifestyles of psychological segments of the American population |
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| needs that are learned in response to one's culture or environment (such as the need for esteem, prestige, affection, or power.) also known as psychogenic or secondary needs |
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| a positive goal toward which behavior is directed |
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| a negative goal from which behavior is directed away |
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| methods by which people mentally redefine frustrating situations to protect their self-images and their self-esteem |
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| the selection of goals according to personal or subjective criteria |
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| the general classes or categroies of goals that individuals select to fulfill their needs |
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| psychological needs for food, water, air, clothing, shelter, and sex |
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| new and higher goals that individuals set for themselves |
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| maslow's hierarchy of needs |
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| a theory of motivation that postulates that individuals strive to satisfy their needs according to a basic hierarchical structure, starting with physiological needs, then moving to safety needs, social needs, egotistic needs, and finally self-actualization needs |
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| the driving force within individuals that impels them to action |
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| qualitatice research designed to uncover consumers' subconscious or hidden motivations. the basic premise of motivational research is that consumers are not always aware of, or may not wish to reveal, the basic reasons underlying their actions |
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| motivational research techniques |
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Definition
| techniques used to measure and evaluate motivational research, such as metaphor analysis, storytelling, word association and sentence completion, thematic apperception test, drawing pictures and photo sorts. |
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Definition
| establishing a specific image for a brand in relation to competing brands |
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| positive vs. negative motivation |
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| positive motivation is the driving force toward some object or condition. negative motivation is a driving forve away from some object or condition |
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| biogenic needs that are essential to sustain biological life, such as food, water, air, clothing, shelter, and sex |
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| the specifically branded of labeled products taht consumers select to fulfill their needs |
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| motives or goals based on economic or objective criteria, such as price, size, weight, or miles-per-gallon |
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| acquired needs that are generally psychological, resulting from the individual's subjective psychological state, and relationships from others. these needs include self-esteem, prestige, affection, power, and learning |
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| the goal that replaces and individual's primary goal when that goal cannot be achieved |
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