chapter 14
Quiz yourself by thinking what should be in
each of the black spaces below before clicking
on it to display the answer.
Help!
|
|
||||
|---|---|---|---|---|---|
| Psychographics combine what 3 variables? | 1. Values
2. Personality
3. Lifestyle
🗑
|
||||
| What is one of the most widely known psychographic tool? | Values and Life Style Survey (VALS)
🗑
|
||||
| VALS is used for what 2 things? | 1. identify potential target markets
2. understand how to communicate with consumers
🗑
|
||||
| VALS includes only items that relate to __________. | consumer behavior
🗑
|
||||
| What are the 4 VALS types? | 1. Innovators
2. Thinkers
3. Believers
4. Achievers
🗑
|
||||
| What are innovators? | individuals that take charge and are sophisticated and curious
🗑
|
||||
| What is the primary motivation of innovators? | achievement
🗑
|
||||
| What are thinkers? | individuals that are reflective, informed and content
🗑
|
||||
| What is the primary motivation of thinkers? | ideals
🗑
|
||||
| What are believers? | individuals that are literal, loyal and moralistic
🗑
|
||||
| What is the primary motivation of believers? | ideals
🗑
|
||||
| What are achievers? | individuals that are goal-oriented, brand-conscious and conventional
🗑
|
||||
| What is the primary motivation of achievers? | achievement
🗑
|
||||
| Which 2 VALS types are motivated by achievement? | Innovators and Achievers
🗑
|
||||
| Which 2 VALS types are motivated by ideals? | Thinkers and Believers
🗑
|
||||
| What are the 4 ways to create value for targeted customers? | Segmentation, Targeting, Differentiation and Positioning
🗑
|
||||
| What is Segmentation? | dividing the whole market into smaller segments that might require separate marketing strategies
🗑
|
||||
| What is Targeting? | selecting the segment(s) to enter
🗑
|
||||
| What is Differentiation? | differentiating the market offering to create superior customer value
🗑
|
||||
| What is Positioning? | positioning the market offering in the minds of target customers
🗑
|
||||
| __________ and __________ select which customers to serve. | Segmentation ; Targeting
🗑
|
||||
| __________ and __________ decide on a value proposition. | Differentiation ; Positioning
🗑
|
||||
| What are values? | enduring beliefs that a given behavior or outcome is good
🗑
|
||||
| Values serve as standards for what? | guiding behavior across situations and over time
🗑
|
||||
| True/False: We are usually consciously aware of values. | False - We are sometimes NOT consciously aware of values.
🗑
|
||||
| Values are learnt by __________. | socialization
🗑
|
||||
| What is the value system? | our total set of values
🗑
|
||||
| The value system is usually in place by what age? | 10
🗑
|
||||
| What are the 4 specific values? | 1. Global
2. Terminal
3. Instrumental
4. Domain-Specific
🗑
|
||||
| What are global values? | highly enduring, strongly held and abstract values that apply in many situations
🗑
|
||||
| Global values represent the __________ of an individual's value system. | core
🗑
|
||||
| What are terminal values? | highly desired end states
🗑
|
||||
| Social recognition and pleasure are which values? | terminal values
🗑
|
||||
| Ambition and cheerfulness are which values? | instrumental values
🗑
|
||||
| What are instrumental values? | values needed to achieve the desired end state
🗑
|
||||
| What are domain-specific values? | values that may be relevant only in particular areas of activity
🗑
|
||||
| Achievement of one or more domain-specific values might be instrumental in achieving one or more __________ values. | global
🗑
|
||||
| What are 10 domain-specific values that characterize Western culture? | 1. Materialism
2. Home
3. Work and Play
4. Individualism
5. Family and Children
6. Health
7. Hedonism
8. Youth
9. Environment
10. Technology
🗑
|
||||
| Explain materialism as a domain-specific value that characterizes Western culture. | placing importance on money and material goods that make life more enjoyable
🗑
|
||||
| What is the general feature of materialism? | "the good life"
🗑
|
||||
| Explain home as a domain-specific value that characterizes Western culture. | stimulates interest in products that enable people to spend more time in their own home
🗑
|
||||
| What is the general feature of home? | making the product attractive and comfortable
🗑
|
||||
| Explain work and play as a domain-specific value that characterizes Western culture. | stimulates interest in products that increase productivity and enhances leisure-time activities
🗑
|
||||
| What is the general feature of work and play? | valuing both the need to work and to enjoy leisure time
🗑
|
||||
| Explain individualism |
🗑
|
||||
| What is the general feature of individualism? | being one's self
🗑
|
||||
| Explain Family and Children as a domain-specific value that characterizes Western culture. | stimulates purchase of products that target family and children
🗑
|
||||
| What is the general feature of family and children? | ensure family and children welfare
🗑
|
||||
| Explain Health as a domain-specific value that characterizes Western culture. | stimulates acceptance of food products, activities and equipment perceived to maintain or increase physical fitness
🗑
|
||||
| What is the general feature of health? | caring about one's body, including the desire to be physically fit and healthy
🗑
|
||||
| Explain Hedonism as a domain-specific value that characterizes Western culture. | stimulates interest in products that provide pleasure and makes one feel good
🗑
|
||||
| What is the general feature of hedonism? | pleasure seeking
🗑
|
||||
| Explain Youth as a domain-specific value that characterizes Western culture. | stimulates the acceptance of products that provide the illusion of maintaining youth
🗑
|
||||
| What is the general feature of youth? | a state of mind that stresses being young at heart
🗑
|
||||
| Explain Environment as a domain-specific value that characterizes Western culture. | stimulates patronage of products that help the environment, prevent pollution and conserve natural resources
🗑
|
||||
| What is the general feature of environment? | conservation of the environment and natural resources
🗑
|
||||
| Explain Technology as a domain-specific value that characterizes Western culture. | stimulates acceptance of technology related products, especially those that work automatically (and thus are easier to use properly)
🗑
|
||||
| What is the general feature of technology? | admiration of things employing technology and the belief that it improves the quality of life and makes life easier
🗑
|
||||
| How do values differ cross-culturally across groups of consumers? | people in different cultures are exposed to different cultural experiences
🗑
|
||||
| What are the 4 influences on values? | 1. Culture
2. Ethnic Identification
3. Social Class
4. Age
🗑
|
||||
| What is culture? | a set of traditions, norms and beliefs that are held true by people living in a particular society
🗑
|
||||
| According to Hofstede, culture varies along what 4 dimensions? | Individuals/Collectivism, Uncertainty Avoidance, Masculinity/Femininity and Power Distance
🗑
|
||||
| What is individualism? | preference for a loosely-knit social framework in which individuals primarily take care of themselves and their immediate family only
🗑
|
||||
| What is collectivism? | preference for a tightly-knit social framework in which individuals take care of relatives in their extended family as well as members in their particular in-group
🗑
|
||||
| What is uncertainty avoidance? | the degree to which the members of society feel uncomfortable with uncertainty/ambiguity
🗑
|
||||
| Uncertainty avoidance explains how a society deals with the fact that the __________ can never be known. | future
🗑
|
||||
| What is masculinity? | stresses masculine values such as being competitive, risk-taking and independent
🗑
|
||||
| What is femininity? | stresses feminine values such as being caring, risk-averse and interdependent
🗑
|
||||
| What is power distance? | whether and how much inequality is present in society
🗑
|
||||
| How does ethnic identification influence values? | ethnic groups within a larger culture can have values that differ from those in other ethnic subcultures
🗑
|
||||
| How does social class influence values? | different social classes hold specific values
🗑
|
||||
| How does age influence values? | members of a generation often share similar values that differ from those of other generations
🗑
|
||||
| What is the least obtrusive way to measure values? | make inferences based on a culture's milieu
🗑
|
||||
| What is the means-end chain analysis? | technique showing that values are linked to product attributes
🗑
|
||||
| Using information gained from the means-end chain analysis, researches do what? | work backward to uncover the values that drive consumer decisions
🗑
|
||||
| Working backwards to uncover the values that drive consumer decisions provides the means to what? | a desired end state (terminal value)
🗑
|
||||
| What is an example of means-end chain analysis? attribute: fewer calories | why is this important (benefit)? because I don't want to gain weight
why not (instrumental value)? i want to be healthy
why (terminal value)? to feel good about myself
🗑
|
||||
| Marketers can directly assess values by using __________. | value questionnaires
🗑
|
||||
| What are the 2 types of questionnaires? | Rokeach Value Survey (RVS) and List of Values (LOV)
🗑
|
||||
| What is the Rokeach Value Survey (RVS)? | a self-administered survey that measures terminal values (personal goals) and instrumental values (ways of reaching personal goals)
🗑
|
||||
| What is the List of Values (LOV)? | a value measurement survey that identifies customers' 2 most important values
🗑
|
||||
| Where are these 2 most important values taken from? | a nine-value list based on the terminal values of the RVS
🗑
|
||||
| What are the 4 marketing implications of values | 1. use values to determine consumption patterns
2. use values to segment markets
3. use values to develop new product ideas
4. use values to develop ad strategy
🗑
|
||||
| What are consumption patterns? | consumers' preferences
🗑
|
||||
| What 2 product types are segmented? | luxury products and functional products
🗑
|
||||
| The more compatible the message, the more likely that what? | consumers are going to be involved and find it relevant
🗑
|
||||
| What is personality? | distinctive and enduring patterns of thought, emotions and behaviors that characterize each individual's adaptation to the situations of their life
🗑
|
||||
| Individual personality reflects the way people __________. | act
🗑
|
||||
| What are the 3 natures of personality? | 1. reflects individual differences
2. consistent and enduring
3. can change
🗑
|
||||
| What are the 3 research approaches to personality? | 1. Freudian Theory
2. Social-Psychological Theory
3. Trait Theory
🗑
|
||||
| What are the 3 aspects of Freudian theory? | 1. Id
2. Superego
3. Ego
🗑
|
||||
| What is id? | warehouse of primitive or instinctual needs for which individual seeks immediate satisfaction
🗑
|
||||
| What is superego? | individual's internal expression of society's moral and ethical codes of conduct
🗑
|
||||
| What is ego? | individual's monitor that balances the demands of the id and the superego
🗑
|
||||
| True/False: Individuals are consciously aware of their true reasons for what they are buying. | False - Individuals are UNCONSCIOUSLY UNAWARE of their reasons for what they are buying.
🗑
|
||||
| Consumption is a(n) __________ of the individual. | extension
🗑
|
||||
| What is social-psychological theory? | theory that focuses on the social relationship that form personalities
🗑
|
||||
| What are the 3 types of predominant mode of response? | 1. Compliant
2. Aggressive
3. Detached
🗑
|
||||
| Explain compliant individuals. | one who desires to be loved, wanted and appreciated by others
🗑
|
||||
| Compliant individuals move __________ other people. | towards
🗑
|
||||
| Explain aggressive individuals. | one who competes with others, desires to excel and to win admiration
🗑
|
||||
| Aggressive individuals move __________ other people. | against
🗑
|
||||
| Explain detached individuals. | one who desires independence, self-sufficiency and freedom from obligations
🗑
|
||||
| Detached individuals move __________ other people. | away from
🗑
|
||||
| What is trait theory? | theory that proposes that personality is composed of characteristics that describe and differentiate individuals
🗑
|
||||
| Trait theory focuses on the __________ measurement of personality traits. | quantitative
🗑
|
||||
| What are the 5 specific traits that are relevant to consumer behavior? | 1. Innovativeness
2. Materialism
3. Need for Cognition
4. Frugality
5. Ethnocentrism
🗑
|
||||
| Personality is linked to what 2 things? | 1. how consumers make their choices
2. consumption of a broad product category
🗑
|
||||
| True/False: Personality is linked to the consumption of a specific brand category. | False - Personality is linked to the consumption of a BROAD PRODUCT category.
🗑
|
||||
| What are the 9 types of personality characteristics that are more related to consumer behavior than others? | 1. Optimal stimulation level
2. Dogmatism
3. Need for uniqueness
4. Creativity
5. Susceptibility to influence
6. Frugality
7. Self-monitoring
8. National character
9. Need for cognition
🗑
|
||||
| What is the optimal stimulation level? | people's preferred level of stimulation (arousal)
🗑
|
||||
| What is usually the preferred level of stimulation? | moderate
🗑
|
||||
| What id dogmatism? | tendency to be resistant to change or new/unfamiliar ideas
🗑
|
||||
| Explain consumers that are low in dogmatism. | open-minded: more likely to prefer innovative products to established/traditional alternatives
🗑
|
||||
| Explain consumers that are high in dogmatism. | closed-minded: tend to be resistant to new products, promotions and ads
🗑
|
||||
| Highly dogmatic consumers tend to be more receptive to what kind of ads? | ads for new products that contain an appeal from an authoritative figure
🗑
|
||||
| What is the need for uniqueness? | desire for novelty through the purchase, use and disposal of products
🗑
|
||||
| What is creativity? | departure from conventional consumption practice in a novel and functional way
🗑
|
||||
| What is the susceptibility to influence? | consumers' desire to enhance their image as observed by others and a willingness to be influenced by others
🗑
|
||||
| What is frugality? | the degree to which consumers take a disciplined approach to ST acquisitions are are resourceful in using products to achieve LT goals
🗑
|
||||
| What is self-monitoring? | the degree to which individuals look to others for cues on how to behave
🗑
|
||||
| What is national character? | the broadly generalized personality of a country
🗑
|
||||
| What is the need for cognition? | a person's craving for the enjoyment of thinking
🗑
|
||||
| Consumers that have a high NFC are more likely to respond to what kind of ads? | ads rich in product-related information
🗑
|
||||
| Consumers that have a low NFC are more likely to respond to what aspect of ads? | the background or peripheral aspects of an ad
🗑
|
||||
| What are lifestyles? | people's patterns of behavior
🗑
|
||||
| Lifestyles relate closely to __________ and __________. | values ; personality
🗑
|
||||
| Values and personality represent __________ states. | internal
🗑
|
||||
| Lifestyle is represented by what 3 things? | 1. Activities
2. Interests
3. Opinions
🗑
|
||||
| What are the 3 marketing implications of lifestyles? | 1. Market segmentation
2. Communications
3. New product ideas
🗑
|
||||
| Explain how marketers can use market segmentation when studying lifestyles. | use lifestyles to identify consumer segments for various offerings
🗑
|
||||
| What are the 3 tools in using communication as a marketing implication for lifestyles? | 1. ad messages and promotions
2. specific media used by consumers
3. media usage patterns
🗑
|
||||
| How do marketers develop new product ideas? | by uncovering unfulfilled needs for certain lifestyle segments
🗑
|
Review the information in the table. When you are ready to quiz yourself you can hide individual columns or the entire table. Then you can click on the empty cells to reveal the answer. Try to recall what will be displayed before clicking the empty cell.
To hide a column, click on the column name.
To hide the entire table, click on the "Hide All" button.
You may also shuffle the rows of the table by clicking on the "Shuffle" button.
Or sort by any of the columns using the down arrow next to any column heading.
If you know all the data on any row, you can temporarily remove it by tapping the trash can to the right of the row.
To hide a column, click on the column name.
To hide the entire table, click on the "Hide All" button.
You may also shuffle the rows of the table by clicking on the "Shuffle" button.
Or sort by any of the columns using the down arrow next to any column heading.
If you know all the data on any row, you can temporarily remove it by tapping the trash can to the right of the row.
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
Created by:
fletcheral
Popular Marketing sets