Marketing

49問 • 2年前

問題一覧

is the function responsible for acquiring and evaluating market and consumer-base information for decision making and the determination of market in strategic direction.

Marketing Research

they particularly play a large role in consumer interest and eventual purchase.

Cultural Characteristics

is developed over time.

Individual’s Personal Culture

are minute parts of one’s culture that provide specific identification of its members.

Subcultural Factors

is a status hierarchy in which individuals and groups are classified true, economic success, and accumulation of wealth.

Social Class

they exert a strong influence on consumer buyer behavior.

Reference Groups

are groups that a person currently does not belong to but wishes to belong to or to be associated with.

Aspirational Groups

is an even stronger influence on by your behavior.

Family

they play a sizeable influence in his/her buying behavior.

Individual's Personal Factor

They developed the nine stages of family’s life cycle.

William D. Wells, George Guber

is the process by which people translate sensory impressions into coherent and unified view of the world around them.

Perception

is the reason why before meal time consumers are selectively, attracted to food commercials, but almost totally ignored them, when their hunger has been satisfied.

Selective Attention

pertains to the tendency of individuals to twist or to “distort” information to fit their existing mindset toward a brand.

Selective Distortion

means that consumers tend to remember only the positive things that reinforce their attitudes and beliefs.

Selective Retention

is a relatively lasting change in behavior that is the result of experience.

Learning

is defined as confidence in the truth or existence of something not immediately susceptible to rigorous proof.

Belief

are all individuals and companies who purchase goods and services for some use other than personal consumption.

Organizational Markets

are business organizations that purchase goods and services, for the purpose of producing other products and services or for use in their production and operating processes.

Industries

are entities that buy goods and services in order to resell them at a profit (most commonly distributors, wholesalers, and retailers).

Resellers

comprises of agencies or government units at all levels that purchase goods and services for the purpose of producing public services, or to transfer them to third-parties that need them.

Government

involves the purchase of products or services that the organization has never bought before, or has not purchased for a long period of time.

New Task

pertains to organizational purchase which have exactly the same specifications as previously purchased.

Straight Rebuy

can be a rebuy with some change in specifications.

Modified Rebuy

usually initiate the organizational buying process after having identified a specific need in their department.

Users

are individuals within the organization that influence the purchase decision.

Influencers

are parties who are empowered to make the purchase decision with regards to product specifications or selection of suppliers.

Deciders

are individuals in higher level management who oversee the purchase decision of the deciders and buyers and who grant final approval on the purchase.

Approvers

are responsible for the actual purchase.

Buyers

are individuals whose positions allow them to screen/or prevent suppliers representatives and vital product/service information from reaching participants who perform roles in the organizational buying decision.

Gatekeepers

is the process of dividing the market into homogeneous parts of groups.

Market Segmentation

pertains to where the population is located.

Geographic

refers to the general characteristic of the population.

Demographic

are variables that represent the psychological profile of consumers.

Psychographic

is the segmentation variable most indicative of purchase behavior.

Behaviographic

is consists of its most probable and most logical consumers, which may also be its largest number of consumers.

Target Market

the selected target market must be large enough in terms of quantity and, or total consumption capability.

Substantial

must have the financial means to afford the purchase price of the product/service.

Financially Capable

must be within physical reach to permit product distribution.

Reachable

must react similarly to specific marketing stimuli.

Homogenous

is the process of communicating the image of a brand into the minds of consumers.

Positioning

a brand must select a position that is not currently occupied by another brand.

Unique

the selected position must be perceived, by its customers as beneficial.

Beneficial

once a brand position is selected, it must ensure that it performs and fulfills the promise of its position.

Credible

is one of the most powerful tools in the selection of good brand positioning.

Perceptual Mapping

involves the identification of a competitive brand’s position using two variables or axes (for example, price and quality).

Perceptual Mapping

is defined as superiority an organization has over its competitors.

Competitive Advantage

results when a firm has the ability to produce a product or service at a lower cost compared to its competitors.

Cost Advantage

when a company‘s product or service differs from its competitor’s and are perceived by consumers to be better or of greater value.

Differential Advantage

when a company knows its target market very well, and can service its needs better than any of its competitors.

Focus Advantage

Pg 1. Radio-and-Television

Jian Estelle · 23問 · 2年前

Pg 1. Radio-and-Television