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Definition of Consumer Behavior
the dynamic interaction of affect and cognition, behavior, and the environment in which human beings conduct the exchange aspects (product and service purchases of their lives TERM 2
3 categories of problem solving
DEFINITION 2
- limited problem solving 2. significant problem solving 3. routine response problem solving TERM 3
limited problem solving
DEFINITION 3 occurs when a consumer is prepared to exert a certain amount of effort to make a purchase decision can occur when a consumer has considerable experience with a category and then encounters a new product option TERM 4
significant problem solving
DEFINITION 4 occurs when a consumer is prepared to commit considerable effort to make a purchase decision occurs when a new product is encountered that possesses characteristics that cause a consumer to reflect on his or her current perceptions of a category TERM 5
routine response problem solving
DEFINITION 5 occurs when a consumer has a well-developed process associated with fulfilling a need or want example: a consumer purchasing a DVD from a series that they like
steps in the consumer decision making
process
problem/ opportunity recognition information search evaluation of alternatives purchase decision post-purchase evaluation TERM 7
personal influences on Consumer Behavior
DEFINITION 7 self-identity personality lifestyle age and life stage vocation affluence TERM 8
psychological influences on Consumer
Behavior
DEFINITION 8 perception motivation attitudes/ beliefs learning TERM 9
definition of a brand
DEFINITION 9 a brand is a promise to deliver specific benefits associated with products or or services to consumers TERM 10
concept of brand equity
DEFINITION 10 the power of a brand, through creation of a distinct image, to influence customer behavior
functional positioning
based on the attributes of products or services and their corresponding benefits and is intended to communicate how customers can solve problems or fulfill needs (high quality) TERM 17
symbolic positioning
DEFINITION 17 based on characteristics of the brands that enhance the self- esteem of customers (physical appearance) TERM 18
experiential positioning
DEFINITION 18 based on characteristics of the brands that stimulate sensory or emotional connections with customers (feeling of joy) TERM 19
audience for a business plan
DEFINITION 19 investors and stakeholders TERM 20
sections of a marketing plan
DEFINITION 20 executive summary company description/ purpose/ goals marketing situation forecasting marketing strategy measurement and controls
criteria for successful marketing plan
realistic and achievable can be measured has committed and organizational resources for implementation the plan requirements are clear
