MKT 310 Exam Study Guide PDF

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MKT31 0Exam St udyGui de Cha pt e r1 1 . De fini ngCons ume rBe ha vi or Ac qui s i t i o n, c ons umpt i on,anddi s pos i t i onofgoods ,s e r vi c e s ,t i me , andi de asbyhuman de c i s i onma ki nguni t so v e rt i me –Ac qui s i t i on:Cons ume rc o me st oo wna noffe r i ng –Us age :Cons ume rus e sa noffe r i ng –Di s pos i t i on:Cons ume rdi s c ar dsanoffe r i ng

*Whati sa noffe r i ng? Apr oduc tors e r vi c eorac t i vi t yori de aoffe r e dbyamar ke t i ngor gani z at i ont o c ons ume r s . i cCons umpt i on 2 . Symbol

r e f e r st ot heme a ni ngsc onv e y e dbyg oodsoro t he rc o ns uma bl e s , s uc has e nt e r t ai nme nt , l e i s ur eac t i vi t i e s , c ul t ur alpr ac t i c e s , a ndg r oupme mbe r s hi pi na br oade rs o c i a lgr oup

3 . TheRol eofBe ne fic i a r i e sofCons ume rBe ha vi or Mar ke t i ngmanage r s Et hi c i s t sandadv oc ac ygr oups Publ i cpol i c ymake r sandr e gul at or s Ac ade mi c s Cons ume r s 4 . Pr i c i ngde c i s i o ns

–Pr i c er angeo fapr oduc to rs e r v i c e –Cons ume rs e ns i t i vi t yt opr i c eandpr i c ec hange s –Pr i c i ngt ac t i c sa r eus e d 5 . Pe r c e pt ualMaps

Pe r c e pt ualmappi ngi sadi a gr a mma t i ct e c hni queus e dbyas s e tmar ke t e r st ha t a t t e mpt st ovi s ua l l ydi s pl a yt hepe r c e pt i onsofc us t ome r so rpot e nt i a lc us t ome r s .

Chapt e r2 1 . Mot i v a t i on *I nne rs t at eofa c t i va t i o nt hatpr ovi de se ne r gyne e de dt oac hi e v eag oa l*Cons ume r sc an bemot i va t e dt oac qui r e ,us e ,ordi s pos eofano ffe r i ng ghe ffor tbe ha vi or–Dr i ve st hatbr i ngagoalc l os e randc r e at eawi l l i ngne s st os pe nd *Hi t i meandmone y *Hi ghe ffor ti nf or mat i o npr oc e s s i ngandde c i s i onmaki ng Mot i va t e dr e as oni ng:Pr oc e s s i ngi nf o r mat i oni nawa yt hata l l o wsc ons ume r s t or e ac ht hec onc l us i ont he ywantt or e a c h l ti nv ol yme nt 2 . Fe *Cons ume r ' se xpe r i e nc eofbe i ngmo t i vat e dwi t hr e s pe c tt opr oduc t sors e r vi c e s ,or de c i s i onsandac t i onsr e gar di ngt he s e pe sofi nv ol v e me nt *Ty •Endur i ng •Si t uat i onal( t e mpor ar y)

•Cogni t i ve •Affe c t i v e •Re s pons e *Ob j e c t sofi nv ol v e me nt –Pr oduc torr e t ai lc at e gor y –Expe r i e nc e s –Br ands –Ads –Me di um 3 . Dr i v e r sofMot i va t i on

4 . Ne e ds

*Cha r ac t e r i s t i c sofNe e d ( 1) I nt e r nal l yore xt e r nal l yac t i va t e d ( 2) Ne e dSat i s f ac t i oni sdynami c ( 3) Exi s ti nhi e r ar c hy ( 4) Canc aus ec onfli c t l o w’ sHi e r ar c hy 5 . Mas

6 . Ne e dConfli c t s

7 . Pe r c e i v e dRi s k *Ex t e ntt owhi c ht hec ons ume rant i c i pa t e s : –Ne gat i v ec ons e que nc e sofanac t i ont oe me r ge –Po s i t i v ec ons e que nc e st onote me r g e * Te ndst obehi ghbe c aus eof : –Ne woffe r i ng

–Hi ghpr i c e –Compl e xt e c hnol ogy –Br anddi ffe r e nt i at i on –Li t t l ec onfide nc eore xpe r i e nc ei ne val uat i on –Opi ni o nsofot he r sandf e arofj udgme nt *Ty pe sofpe r c e i v e dr i s k Pe r f or manc e Fi nanc i al Phys i c alors af e t y So c i al -Ps y c hol ogi c al Ti me

Chapt e r3 1 . Expos ur e *Cons ume rc ome si nt ophy s i c alc ont ac twi t has t i mul us ke t i ngs t i mul i :I nf or mat i o nabouto ffe r i ngsc ommuni c at e dbyt hemar ke t e rorby *Mar nonmar ke t i ngs our c e s *Fa c t or sofi nflue nc e –Po s i t i o nofanadwi t hi name di um –Pr oduc tdi s t r i but i on –She l fpl ac e me nt *Zi ppi ng:Fa s t f o r war di ngt hr oug hc o mme r c i al sonapr ogr am r e c or de de ar l i e r *Za ppi ng:Swi t c hi ngc hanne l sdur i ngc omme r c i albr e aks *Cor dc ut t i ng-Choo s i ngs t r e ami ngs e r vi c e so v e rc abl et e l e vi s i on 2 . At t e nt i on

*Amountofme nt alac t i vi t yac o ns ume rde v ot e st oas t i mul us *Enabl e sc ons ume rt ol e ar ne ffic i e nt l yf r om t he i re x pos ur et omar ke t i ngs t i mul i *Li mi t e d,s e l e c t i ve ,anddi vi s i bl e *De fine sc us t o me rs e gme nt s *We a ke ne db yhabi t uat i on Ha bi t uat i on: e at t e nt i v ePr o c e s s i ng 3 . Pr Nonc ons c i ouspr oc e s s i ngofs t i mul i –Le adst ol i ki ngabr andname 4 . Touc handSe ns or yMa r ke t i ng *To uc h –Li ki ngofs omepr oduc t sbe c aus eoft he i rf e e l –Pe r c e i v e do wne r s hi poft hei t e mi nc r e as e s –Hi ghe re v al ua t i onf orpr oduc t st ouc he dbyadmi r e dot he r s 5 . We be r ’ sl aw St r onge rt hei ni t i als t i mul us ,gr e at e rt hea ddi t i onali nt e ns i t yne e de df ort hes e c ond s t i mul ust obepe r c e i ve dasdi ffe r e nt r c e pt ualOr g ani z at i o n 6 . Pe *Pr oc e s sbywhi c hs t i mul iar eor gani z e di nt ome ani ngf uluni t s gur ea ndgr ound:Pe opl ei nt e r pr e ts t i mul ii nt hec ont e x tofabac kgr ound*Cl os ur e : *Fi I ndi vi dual s ’ne e dt oor gani z epe r c e pt i o nss ot ha tt he yf or m ame ani ngf ulwho l e oupi ng:Te nde nc yt ogr o ups t i mul it of o r m auni fie dpi c t ur eori mpr e s s i on *Gr *Pr e f e r e nc ef o rt hewhol e :Pe r c e i vi ngmor eval uei nawhol et hani nc ombi ne dpar t st hat makeawhol e –Ev e ni ft hepa r t sha v et hes ameobj e c t i v ev al ueast hewhol e

Chapt e r4

1 . Se ns or yMe mor y

2 . Wor ki ngvs .Longt e r m me mor y *Wor ki ngMe mor y: •I nc omi ngi nf o r mat i ont hati se nc ode dori nt e r pr e t e dwi t he xi s t i ngkno wl e dg eor ke pta va i l abl ef ormor epr oc e s s i ng •Li mi t e dands hor t l i ve d *Lo ngt e r m me mor y: I nf or mat i oni spe r mane nt l ys t or e df orl a t e rus e s odi c( aut obi o gr aphi c al )me mor y :Kno wl e dgea boutone s e l fandhi sorhe r •Epi pe r s onal ,pas te xpe r i e nc e s •Se mant i cme mo r y:Ge ne r alkno wl e dgeaboutane nt i t y ,de t ac he df r om s pe c i fic e pi s ode s i c i tvs .I mpl i c i tme mor y 3 . Expl *Ex pl i c i tme mor y:Cons ume r sar ec ons c i ous l ya war et hatt he yr e me mbe rs ome t hi ng *I mpl i c i tme mor y: Cons ume r sar enotc ons c i ous l ya war et hatt he yr e me mbe rs ome t hi ng •Le adst opr o c e s s i ngflue nc y ot ot ypc i al l y 4 . Pr

Thee xt e ntt owhi c hanobj e c ti sr e pr e s e nt a t i veo fi t sc at e g or y 5 . Cons t r uall e ve lt he or y –Di ffe r e ntl e v e l sofabs t r ac t ne s si nas s oc i at i o nst hatac o ns ume rhasaboutt hi ngs –Ho wac ons ume r ' sps y c hol ogi c a ldi s t anc ei nflue nc e sabs t r a c t ne s sof as s oc i at i onsandhi sorhe rbe ha vi o r 6 . Pr i mar yandRe c e nc yEffe c t s Te nde nc yt os howg r e at e rme mor yf ori nf or mat i ont hatc ome sfir s torl as ti nas e que nc e

Chapt e r5 1 . Char ac t e r i s t i c so fAt t i t ude s *Fa vor abi l i t y *Ac c e s s i bi l i t y *Confide nc e *Pe r s i s t e nc e *Re s i s t anc e *Ambi val e nc e c at i onSour c e 2 . Communi •Sour c ec r e di bi l i t y-Tr us t wor t hi ne s s ,e xpe r t i s e ,ands t at us •Companyr e put a t i on •Sl e e pe re ffe c t :Co ns ume r sf or ge tt hes our c eofame s s ag ef as t e rt ha nt heme s s age 3 . Affe c t i v eFoundat i o nso fAt t i t ude s *Hi ghaffe c t i v ei nvol ve me ntl e adst oe mo t i onale ng age me ntwi t has t i mul us*Emot i ona l appe al :Me s s agede s i gne dt oe l i c i tane mot i ona lr e s pons e –Affe c t i ver e s pons e :Ge ne r at i ono ff e e l i ngsandi mage si nr e s pons et oame s s a ge 4 . Mat c hupHypot he s i s

I de at hatt hes o ur c emus tmat c ht hepr oduc tors e r vi c e 5 . Ut i l i t ar i anvs .He doni ca t t i t ude s –Ut i l i t ar i an( f unc t i onal ) :Whe nanadpr o vi de si nf or mat i o n •Mor ei nf or mat i v ead>i nc r e as e dl i ki ng doni c :Whe na nadc r e at e spos i t i v eorne ga t i vef e e l i ng s –He •Mor epos i t i vee mot i onsi nad>i nc r e as e dl i ki ng

Chapt e r6 1 . He ur s t i c s He ur i s t i c s :Rul e soft humbt hatar eus e dt omakej udgme nt s –Fr e que nc yhe ur i s t i c :Be l i e fbas e do nt henumbe rofs uppo r t i ngar gume nt sor amountofr e pe t i t i on 2 . Tr ut hEffe c t Cons ume r sbe l i e v eas t a t e me nts i mpl ybe c aus ei thasbe e nr e pe at e danumbe roft i me s r eExpos ur eEffe c t 3 . Me Te nde nc yt opr e f e rf ami l i arob j e c t s –Cons ume r se x pe r i e nc ewe ar outorge tbor e dwi t has t i mul us 4 . Cl as s i c alCondi t i oni ngandEval uat i v eCondi t i oni ng *Cl as s i c alCondi t i oni ng: Pr oduc i ngar e s pons et oas t i mul usbyr e pe at e dl ypai r i ngi twi t h ano t he rs t i mul ust ha taut omat i c al l ypr oduc e st hi sr e s pons e

*Ev al uat i v eCondi t i oni ng: Pr oduc i nganaffe c t i v er e s pons ebyr e pe at e dl ypai r i nga ne ut r alc ondi t i one ds t i mul uswi t ha ne mot i ona l l yc har ge dunc ondi t i one ds t i mul us 5 . Dualme di at i onHypot he s i s Expl ai nshowat t i t ude st owar danadve r t i s e me nti nflue nc ebr andat t i t ude s oAdc anaffe c tbr a ndat t i t ude st hr oughbe l i e vabi l i t yo rl i ki ng ans f or ma t i onaladv e r t i s i ngandme s s agec ont e xt 6 . Tr *Tr ans f or mat i o naladv e r t i s i ng-Adst hati nc r e as ee mot i onali nv ol ve me ntwi t hpr oduc t *Me s s agec ont e xt–Adi nhappy( vi ol e nt )pr ogr am =pos i t i v e l ye val uat e d( i nhi bi t e d r e c al l )...