Chapter 5
Communication & Journalism 313 with Bartoo at University of Delaware
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By: Johanna Lukk
Created: 2012-02-20
Size: 40 flashcards
Views: 4
Created: 2012-02-20
Size: 40 flashcards
Views: 4
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Marketing
business process management
plan and execute the conception, pricing, promotion, and distribution of its products
Product shaping and development
designing products through manufacturing, repacking, and advertising to satisfy customers needs and wants
Utility
products ability to satisfy both functional needs and symbolic wants
Purpose of marketing
exchanges, perception, and satisfaction
create exchanges that satisfy the perceived needs, wants, and objectives of individuals and organizations
exchange
transaction which one person or organization trades something of value
Perception equal-value exchange
seller provides the info and inspiration the buyer seeks
two levels of perception
customers perceptions of the product and service
sellers perception of the customers needs, wants, and objectives
Customers perception
awareness attitude
satisfy their perceived wants or needs (utility)
Satisfacton
must occur every time customers use a product
lead to more exchanges
advertising reinforces satisfacton
Three types of participants in the marketing process
customers
markets
marketers
Customers
Current customers: already bought something
Prospective customers: about to make an exchange
Centers of influence: option leaders, prospective customers who others respect
Market
Group of current customers who share a common interest need or deire
Consumer markets
buy goods and services of their own
Business markets
composed or organizations
reseller markets: resell them ex. grocery store
Industrial markets: produce other goods or services with the purchase
Government markets
municipal, state federal
post office vehicles
Transnational (global) markets
markets located in foreign countries
environment change is focus
Marketers
every person or organization that has products, services, or ideas to sell
must know market intimately before advertising
Consumer behavior
mental and emotional processes
physical activities of the people
Organizational buyers
people who purchase products and services for use in business and gov.
Consumer decision process
1. Problem recognition
2. Information search
3. Evaluation and selection
4. Store choice and purchase
5. Post purchase behavior
Personal processes (3)
Perception
Learning and persuasion
Motivational processes
Mental processes and behavior are affected by (2)
Interpersonal influence : family , society, culture
Non personal influence: outside consumer control, time, place, environment
Evaluation of alternatives
we choose brands, sizes styles colors
Perception
Personalized way we sense stimlui )physical information we receive through senses)
Advertising is external
stimulus
Perceptual screens
subconscious filters that shield us from unwanted messages
1. physiological: 5 senses
2. psychological: evaluate and filter based on emotional standards, innate factors (personality) and learned factors (self-concept, interests, attitudes, beliefs)
Self- concept
the image we have of who we are and who we want to be
Selective perception
we reject certain ads and focus on those who correlate with our experience, needs, desires, attitudes, and beliefs
Cognition
comprehend the stimulus
we each have our own reality
advertisers look for shared perceptions of reality
mental (perceptual) files
consumers can't hold more than 7 brands in one file
more often only one or two
we resist opening new mental files
Learning
relatively permanent change in thought process or behavior
Cognitive theory
views learning mental process of memory, thinking, and application knowledge to practical problems
Conditioning theory, stimulus-response theory
triggers the consumers need or want
trial and error process
persuasion
change in belief, attitude, or behavior intention is caused by promotion communication such as advertising
two routes to persuasion
central: consumer involvement is hight
positive functioning
peripheral: consumer involvement is low
stimulus response learning
Elaboration likelihood model
contains the two routes
Attitude
our acquired mental position regarding an idea or an object
gaining positive consumer attitudes is critical to success
must be capitalized or changed
Brand interest
an openness or curiosity about a brand
Habit
acquired behavior pattern that becomes nearly involuntary
habit is simple
habit is essential
Major objective of all brand marketers
produce brand loyaltly: the customers unconscious/conscious decision to purchase a brand continuously
About this deck
By: Johanna Lukk
Created: 2012-02-20
Size: 40 flashcards
Views: 4
Created: 2012-02-20
Size: 40 flashcards
Views: 4
About StudyBlue
STUDYBLUE makes things that make you better at school.
Things like online flashcards with photos and audio.
Things like personalized quizzes and friendly reminders about when (and what) to study next.
Think of it as a digital backpack™: access to all of your study materials online and on your phone.
STUDYBLUE exists to make studying efficient and effective for every student, for free. Join us.
“I have been getting MUCH better grades on all my tests for school. Flash cards, notes, and quizzes are great on here. Thanks!”
Kathy
Kathy