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| the study of individuals, groups and the processes they use to select, secure, use, and dispose of products, services, exoeriences, or ideas |
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| Applications in Consumer Behavior |
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- Marketing Strategy
- Regulatory policy
- Social Marketing
- Informed Individuals
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| A portion of a larger market whose needs differ somewhat from the larger market |
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| the process of dividing a market into a number of smaller more similar pieces or submarkets |
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| A group of persons or organizations for which an organization designs, implements, and maintains a marketing mix |
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Answer to the question: "How will we provide superior costumer value to our target market?"
An organization's strategy that combines all of its marketing goals into one comprehensive plan
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| Product, Price, Place, Promotion |
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| is presented to the target market, which is consistently engaged in processing information and mkaing decisions designed to maintain or enhacneits lifestyle of performance |
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| the complex whole that include knowledge, belief, art, law, morals, customs, and any other capabilities and habits acquired by humans as a member of society |
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| are widely held beliefs that affirm what is desirable |
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| Nonverbal communications systems |
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| the arbitrary meanings that a culture assigns actions, events, and things other than words |
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| Cultural Variations in Nonverbal Communications |
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Definition
- Time
- Space
- Symbols
- Relationships
- Agreements
- Things
- Etiquette
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The meaning of time varies between cultures two major ways:
Time perspective- Mono and Polychronic
Time interpretations- Use of time and promptness |
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| Overall use and meanins assigned to space vary widelt among different cultures-- Prestige and personal space |
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Colors, animals, shapes, numbers, and music have varying meanings across cultures
White: Purity-Us, mourning-Far east
Purple: Death- many Latin American countries
Blue: Feminine: Holland, Masculine: US and Sweden
Yellow flowers: Death- Mexico, Infidelity- France, Friendship-US |
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how quickly and easily do cultures form relationships and make friends?
Americans tend to form rekationships and friends quickly and easily; Chinese relationships are much more complex |
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| Some cultures rely on a legal system; others rely on relationships, friendships, etc. |
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| The differing meanings that cultures attach to things, including products, make gift giving a difficult task |
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| the generallt accepted ways of bahaving in social situations |
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- Mass media dn the Internest have had a uniform impact on teens around the world
- They tend to watch many of the same shows, movies, music and dress alike
- Tech is important
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| Cross cultural marketing strategy |
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Term
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Definition
Describe a population in terms of its size, structure, and distribution
- Size: population
- Distribution: location geographically
- Structure: describes the population in terms of age, income, education, and occupation
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| refers to groups of people who are arranged in some sort of ranked order |
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| one's position relative to others on one or more dimensions valued by society |
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| Measurement of Social Class |
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Definition
- Education
- Occupation
- Income
- Interactions
- Posessions
- Neighborhood
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| a segment of a larger culture whose members share distiguishing values and patterns of behavior |
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| those subcultures whose members' unique shared behaviors are based on a common racial, language, or nationality background |
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- Christian subcultures: Roman Catholic, Protestant, Born-Again Christian
- Non-Christian subcultures: Jewish, Muslim, Buddhist
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arise as a result of the following:
- climate conditiond
- natural environment and resources
- characteristics of the various immigrant groups that have settled in each region
- signification social and political events
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| having at least two members, related by birth, marriage or adoption living together |
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| made up of householders who either live alone or with others to whom they are not related |
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| refers to a married opposite-sex couple and their own or adopted children living at home |
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| a married couple family household with at least one child under the age of 18 who is a stepchild |
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A household containing:
- at least two adult generations, or
- a grandparent and at least one other generation
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| the process by which decisions that directly or indirectly involve two or more family members are made |
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- Initiator(s)
- Information gather(s)
- Influencer(s)
- Decision maker(s)
- Purchaser(s)
- User(s)
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| two or more individuals who are a set of norms, values, or beliefs |
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| a group whose presumed perspectives or values are being used by an individual as the basis for his/her current behavior |
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| 4 Criterion to Classify Groups |
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Definition
- Membership criterion: ingroups vs outgroups
- Strength of Social Tie: Primary v secondary groups
- Type of Contact: Direct v Indirect
- Attraction: Aspiration v dissociative groups
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| group that self selects on the basis of a shared commitment to a particular product class, brand, or consumption activity |
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| group based on a set of social relationships among owners of a brand & the psychological relationship they have with the brand, the product in use, and the firm |
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| a community that interacts over time around a topic of interest on the Internet |
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| the influence of knowledge gained from other people on a consumer |
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| is a heavy weighting of socal pressure on a consumer |
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| occurs when individuals use the perceived group norms and values as a guide for their own attitudes or values |
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| involves individuals sharing information with other individuals in a verbal form, including face-to-face, phone, & the Internet |
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| a person who is frequently able to influence others' attitudes or behaviors. This person filters, interprets, and passes along information |
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| Communication within Groups |
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Definition
Strategies designed to generate WOM and encourage opinion leadership include:
- Advertising, product sampling, retailing, creating buzz
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| an idea, practice, or product perceived to be new by the relevant individual or group |
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| Categories of Innovations |
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Definition
- Continuous: requires relatively minor or no changes in behavior
- Dynamically continuous: requires moderate change in an important behavior or vice versa
- Discontinuous: requires major changes in behavior of significant importance
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Definition
The diffusion process is the manner in which innovations spread throughout a market. For most innovations the diffusion process appears to follow a similar patter over time:
- A period of relatively slow growth
- Followed by a period of rapid growth
- Followed by a final period of slow growth
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