Help
Options
Didn't know it?
click below
click below
Knew it?
click below
click below
Don't Know
Remaining cards (0)
Know
retry
shuffle
restart
0:00
Embed Code - If you would like this activity on your web page, copy the script below and paste it into your web page.
Normal Size Small Size show me how
Normal Size Small Size show me how
MKT 3352 Exam 2
Influencing Behavior, Culture, and SubCulture
| Term | Definition |
|---|---|
| Overt Consumer Behavior | The observable and measurable responses or actions of consumers |
| The 5 Approaches to influencing overt consumer behavior | 1.Obtain info about consumer's affect, cognition, and behaviors. 2. Place marketing mix stimuli in the environment. 3.Influence consumers' affect and cognitions. 4.Influence overt consumer behaviors 5.Consumer research data, sales, & mkt share data |
| The 4 Critical Strategies for Influencing Overt Consumer Behaviors | 1. Affective 2. Cognitive 3. Behavioral 4 Combined |
| Using Affective Influence on Overt Consumer Behaviors | - (Emotion) makes you wanna improve how you feel about life "Lunesta commercial" |
| Using Cognitive Influence on Overt Consumer Behaviors | - (knowledge)makes you feel smarter than others "Dyson Ball Baby Airblade commercial" |
| Using Behavioral Influence on Overt Consumer Behaviors | - Influence consumer's overt behaviors somewhat directly "Tourism" |
| Using Combined Influence on Overt Consumer Behaviors | - some combination of Affective, Cognitive, and/or Behavioral Influence |
| Sales Promotions | An action focused marketing event whose purpose is to have a direct impact on the behavior of a firm's customers |
| 2 Kinds of Sales Promotions | 1. Trade Promotion- used to push products thru the channel to consumers 2. Consumer promotion- Persuade consumers to purchase products and visit retail outlets. Influence % of purchase/behavior w/out necessarily changing repurchase attitudes about bran |
| Types of Consumer Promotions | Sampling, Price Deals, Bonus Packs, Rebates and refunds, Sweepstakes and contests, Premiums, and Coupons |
| 4 Aspects of behavior that promotions are designed to affect | Purchase Probability, Purchase Quantity, Purchase Timing, Purchase Location |
| Define Purchase Probability and its 4 subgoals | -Prob someone will buy. Subgoals: to get Cust to try a new product, Position brand or co. in mind of Cust., obtain brand switch, develop brand loyalty |
| Social Marketing | End goal is to benefit the target audience or the broader society. Concerned with increasing/decreasing overt behaviors. Also used to influence affect and cognitions as a intermediate step |
| Marketing Managers develop strategies to accomplish particular objectives such as: | Long-term and Short-term strategies focused on influencing cusumers' affect, cognitions, and behaviors. |
| Methods used to Measure Overt Behaviors: | Information contact, Store Contact, Product Contact, Transaction, Funds Access, Consumption and Disposition, Communication |
| Measuring Current levels of Consumer Affect, Cognition, and Behavior: Two reasons to start Strategy development | 1. Provide baseline data for determining the effectiveness of the influence strategy 2.help to identify the opportunities and threats in the market |
| Measuring Current levels of Consumer Affect, Cognition, and Behavior: Define Scanner Cable Method | a commercially available retail marketing research approach that documents household purchases by recording items in supermarkets or other stores. |
| Why Influence Strategies Fail | Faulty Objectives, Faulty Strategy, Faulty Implementation, Faulty Measurement, unanticipated competitive reactions or consumer changes, or a combination. |
| What is Culture | The meanings that are shared by most people in a social group |
| What is Cultural Content | - Beliefs, attitudes, goals, and values held by most people in a society. Includes meanings of characteristic behaviors, rules, customs, and norms that most people follow |
| Why do we study Culture? | 1.having a poor understanding of the influence of cross-cultural differences can eventually lead to blunders that can have damaging consequences.2. Understand Cross Cultural Differences.3. The Global Economy |
| We study culture to understanding Cross Cultural Differences in what 4 areas: | Management, PR, Advertising, and Negotiations. |
| How do we study culture: Method #1 Content Analysis | Use existing material, Examine content, Look for patterns in content, Make assumptions |
| How do we study culture: Method #2 Ethnographic Field Work | Detailed and prolonged observations of consumer's emotional responses, cognitions, and behaviors during their ordinary lives. This originated in Anthropology |
| Name 2 Methods for Studying Culture | Content Analysis and Ethnographic Fieldwork |
| Rokeach's Value survey | 1.rank 36 general values by how important the person feels the value is.2. Asses instrumental (Modes of Conduct) & terminal (end states of existence) values.3. Groups of ppl w/ similar values considered a "Segment" & assumed to have their own "culture" |
| Specific Cultural Values: Individual VS Collective | Are indiv. Differences celebrated VS Is conformity to a group more highly valued. |
| High individualist Countries | USA, Australia, United Kingdom, Canada, Netherlands, New Zealand |
| High Collectivist Countries | Taiwan, Korea, Hong Kong, Mexico, Japan, India |
| Specific Cultural Values: Youth VS Age Centered | Respect for Elderly VS Close attention to child needs |
| Specific Cultural Values: Extended VS Limited Family | Immediate Family VS The "Village" |
| Specific Cultural Values: Masculine VS Feminine | Rank, Prestige, and Important Social roses assigned by Gender. (FAIL Ex. Phone commercial- Latino Wife tells husband to call friend, and tell em they were running late.) Minangkabau ethnic group |
| Specific Cultural Values: Competitive VS Cooperation | One winner (individualism) VS. Everyone works together |
| Specific Cultural Values: Power Distance | - the degree to which people accept inequality in power, authority, status, and wealth as natural or inherent to society. (Ex. American oil Rig Supervisor in Indonesia shouted at employee, Mob chased him w/ axes bc noone berates an Indonesian in Public) |
| Specific Cultural Values: Cleanliness | 1. How much does being unclean matter to the people in the culture? 2. Have you been abroad and caught off guard by hygiene practices? |
| Specific Cultural Values: Tradition VS Open to Change | Cultures deeply rooted in history VS Emerging Countries |
| Specific Cultural Values: Risk Taking VS Security | - Is risk taking considered admired VS crazy? |
| Specific Cultural Values: Problem Solving VS Fatalistic | -"what will be, will be" VS Determined to solve a problem |
| Specific Cultural Values: Nature | -Nature is Valued VS Nature is something to be overcome, conquered, and tamed |
| Specific Cultural Values: Active VS Passive | Are more people expected to take an active approach to work and play? |
| Specific Cultural Values: Hard Work VS Leisure | - work is valued by the individual VS only valued in that it's a means to an end |
| Specific Cultural Values: Sensual Gratification VS Abstinence | how accepted is Sexual Material or other Self Indulgences (ex. Pampering yourself, Food indulgences, Alcohol intake) |
| Specific Cultural Values: Material VS Non-Material | is wealth accumulation Instumental materialism (things that enable a person to do something) VS Terminal Materialism (Items for the sake of owning the item) |
| Specific Cultural Values: Delayed VS Instant Gratification | -Is there value in saving for a rainy day VS value in living for the here and now |
| Specific Cultural Values: Religious VS Secular | How much of the daily activity is based on specific religion? Is religion absent from daily life VS is it ok to use religion tongue in cheek |
| Define Lost in Translation | Differences in verbal Communication (language) (Ex. Fords Fiera, Ford Comet/Caliente, Ford Pinto, Colgate Cue, Pansy Underwear) |
| Define Nonverbal Communication systems | - The arbitrary meanings a culture assigns to actions, events, and things other than words |
| 7 Primary Factors that Influence Nonverbal Communications | Time,Space, Symbols, Friendship, Agreements, Things, and Etiquette |
| Factors that Influence Nonverbal Communications- Time: Perspective and Usage | 1. Time perspective- cultures orientation toward time (Monochronic VS Polychronic). 2. Time Usage- Interpretation assigned to specific uses of time |
| Factors that Influence Nonverbal Communications- Use of Space | Personal Space- How close should someone stand in a conversation |
| Factors that Influence Nonverbal Communications- Symbols | Color, Animals, Shapes, Numbers, Music |
| Factors that Influence Nonverbal Communications- Friendship | US: we tend not to mix business and pleasure. Asia and Latin America: Good personal relationships and feelings are all that really matter |
| Factors that Influence Nonverbal Communications- Agreements | US Rely on: Contracts. Other Countries Rely on: Friendship, Kinship, Local Morality, Informal Customs |
| Factors that Influence Nonverbal Communications- Things | -Difference meanings that cultures attach to things. (Ex. Gifts or Purchase Patterns) |
| Factors that Influence Nonverbal Communications- Etiquette | -Generally accepted ways of behaving in social situations. "Whats considered normal in one culture, is rude in another" |
| Considerations in Foreign Markets- Homogeneous or Heterogeneous Culture? | 1. Homogeneous- Uniform Structure or composition throughout. 2. Heterogeneous- Consisting of dissimilar or diverse people; subcultures w/in the broader culture |
| Considerations in Foreign Markets- what needs does the product need to fill? | Marketers design a product with one need or use in mind VS some cultures may have alternative usage situations |
| Consideration in Foreign Markets- Can enough people afford the product? | Solutions include Gov't subsidies, Lowering Costs, Trade in allowances |
| Considerations in Foreign Markets- Which values are relevant to product use? | Go back to the roles of values on consumer behavior. Market to values that the product is serving |
| Considerations in Foreign Markets- Distribution, political, and legal structure for the product | -Implications to the marketing message, to distribution channels, and traditional patterns of distribution |
| Considerations in Foreign Markets- How can the message be communicated | - What media is available and who uses each? Product needs, values addressed with use, verbal and non-verbal communication |
| Define Subcultures | -Distinctive groups of people in a society that share common cultural meanings for: 1. Affective and cognitive responses. 2. Behaviors. 3. Environmental Factors |
| Demographic Characteristics in Subcultures (check out slide picture for examples) | Age, Religion, Race, Income Level, Nationality, Gender, Family Type, Occupation, Geographic Region, Community |
| Geographic Subcultures | - The physical environment and social environment of different regions of the US are quite different and these factors affect the culture and buying behavior. (Map example flaws) (Hillbilly hot tub commercial) |
| Age Subcultures | Teenagers-all income is disposable. Baby Boomers- 1946-1964 at one time had most purchasing power. Mature Market- 55yrs+ would this be yoru parents? |
| Ethnic Subcultures | African American, Hispanic, Asian (big in California) |
| Gender Subcultures | 80% of all auto purchases influenced by women. Car Co. recognize women are more about color and interior |
Created by:
1515000500
Popular Marketing sets