Marketing - Chapter 6
Terms
undefined, object
copy deck
- Possession
- anything that help you take title & possession, such as credit, delivery, etc.
- Consumer adoption process
- awareness, interest, evaluation, trial, decision, confirmation
- Selective retention
- we remember only what we want to remember
- Selective exposure
- our eyes and minds seek out and notice only information that interests us. How often have you closed a pop-up ad at a website without noticing what it was for?
- Confirmation
- the adopter continues to rethink the decision and searches for support for the decision - that is further reinforcement
- Low-involvement purchases
- purchases that have little importance or relevance for the customer
- Wants
- are "needs" that are learned during a person's life
- Selective perception
- we screen out or modify ideas, messages, and information that conflict with previously learned attitudes and beliefs
- AIO analysis
- psychographics or lifestyle analysis is the analysis of a person's day-to-day pattern of living as expressed in that person's Activities, Interests, and Opinions - sometimes referred to as AIO's. Understanding the lifestyle of target customers has been especially helpful in providing ideas for advertising themes
- Awareness
- the potential customers comes to know about the product but lacks details. The consumer may not even know how it works or what it will do
- Needs
- the basic forces that motivate a person to do something
- Interest
- if the consumer becomes interested, he or she will gather general information and facts about the product
- Extensive problem solving
- is used when consumers put much effort into deciding how to satisfy a need-as is likely for a completely new purchase or to satisfy and important need
- Place
- make product available where customers will buy the product. EXAMPLE?? Food truck at a construction site
- Trial
- the consumer may buy the product to experiment with it in use. A product that is either too expensive to try or isn't available for trial may never be adopted
- Utility
- is the satisfaction, value, or usefulness a user receives from a good or a service
- Decision
- the customer decides on either adoption or rejection. A satisfactory evaluation and trial may lead to adoption of the product and regular use. According to psychological learning theory, reinforcement leads to adoption
- Learning
- is a change in a person's thought processes caused by prior experience
- Task
- when someone performs a service for you, like changing the oil in your car. An example of a service that offers all types of utility: 24 Hour pizza delivery service
- Form
- production of the good, driven by the marketing function. EXAMPLE?? Baskin Robbins turns cream, sugar and milk into ice cream
- Routinized response behavior
- is used when he or she regularly selects a particular way of satisfying a need when it occurs
- Evaluation
- a consumer begins to give the product a mental trail, applying it to his or her personal situation
- Dissonance
- feeling of uncertainty about whether the correct decision was made