Promotions Management Chapter 4
Terms
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- What is a consumer?
- Consumers are people who buy or use products to satisfy needs or wants.
- What consumer elements are considered in Planning & Strategy?
- Culture, Motivations, Demographics
- What consumer elements are considered in the Creative/Media phase of conceiving an advertisement compaign?
- Reference Groups, Attitudes, Learning, Social Class
- What consumer elements are considered in Implementation/Execution?
- Perception, Decision Making, Lifestyles/Pyschographics, Family
- What tangible items make up Culture?
- art, literature, buildings, furniture, clothing, and music.
- What intangible things make up culture?
- history, knowledge, laws, morals, and customs.
- What are social/cultural norms?
- Boundaries that we establish for our behavoir.
- What is the source for determining our social norms?
- Values. What we as a society value.
- What are 9 core values? (Things that we as a society value)
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1. A sense of belonging
2. Excitement
3. Fun and Enjoyment
4. Warm relationships
5. Self-fulfillment
6. Respect from others
7. A sense of accomplishment
8. Security
9. Self Respect - What is a Reference Group?
- A Reference Group is a collection of people who are used as a guide for behavoir in specific situations. Reference group is based on behavoiral information (like a hobby group), While Social class is based on general demographics.
- What is a family?
- A family consists of two or more people who are related by blood, marriage, or adoption, and live in the same household.
- What is a Household?
- A household differs from a family in that it consists of all those who occupy a dwelling wether they are related or not.
- What is a Social Class?
- Social Class is the position you and your family occupy within your society. Social class is determined by such factors as income, wealth, education, occupation, family prestige, value of home, and neighborhood.
- What are Demographics?
- Demographics are the statistical, personal, social, and economic characteristics of a population, including age, gender, education, income, occupation, race, and family size.
- What is Demography?
- The study of how demographic characteristics influence you behavoir as an individual consumer is called Demography.
- What is perception?
- Perception is the process by which we receive information through our five sense and assign meaning to it.
- What three sets of influences shape our perception?
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1. Physical Characteristics of the stimuli
2. Relationships of stimuli to surroundings
3. The person's state of mind. - What is discretionary income?
- Amount of money available to a household after taxes and basic necessities such as food and shelter are paid for.
- What is Selective Perception?
- The process of screening out information that does not interest us and retaining other information.
- What is Selective Exposure?
- Seeking out exposure to view that are pleasant or sympathetic with our views, and avoiding those that are painful or threatening.
- What is Selective Distortion?
- Distorting perception to satisfy our wants and needs.
- What is Selective Retention?
- Selective Retention is the process we go through in trying to save information for future use.
- What is the theory of Cognitive Dissonance?
- Cognitive Dissonance is that we tend to compensate or justify the small or large discrepancies between what we actually received and what we perceived we would receive.
- What is a habit?
- A habit is something we have learned so well that it has become second nature.
- What is a motive?
- A motive is an internal force that stumulates you to behave in a particular manner.
- What are Needs?
- Needs are the basic forces that motivate us to do something. Each person has their own set of unique needs. Some are innate (water, food, air, shelter, and sex), others are acquired (cigarette smoking, path to work, etc).
- What are pyschographics?
- The psychological characteristics of people (demographics) and how these variables effect their behavoir.
- What is Lifestyle Analysis?
- Lifestyle Analysis looks at the ways people allocate time, energy, and money.
- What are the 5 types of needs?
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1. Self-actualization Needs
2. Esteem Needs
3. Social Needs
4. Safety Needs
5. Physiological Needs - What are Self-Actualization Needs?
- Needs to have self-development and realization.
- What are Esteem Needs?
- Self-Esteem, Recognition, Status
- What are Social Needs?
- Sense of belonging, love.
- What are Safety Needs?
- Security, Protection
- What are physiological needs?
- hunger, thirst.