Upgrade to remove ads
Principles of Marketing, Chapter 6, Unit 4
Terms in this set (50)
US consumers want to trust something
They want to be understood, respected and listened to.
People don't care what's behind the brand or the business
They care about the values of a brand and the values of a company.
Like people, products have cultural
Values and rules that influence their perception and use.
Culture must be understood before
The behavior of individuals within the cultural context can be understood.
A homogeneous group of people who share elements of the overall culture as well as unique elements of their own group.
In the US, many subcultures are concentrated geographically
Cajuns are in the bayou, hispanics often live in states bordering Mexico, Mormons are clustered in Utah, Chinese, Japanese and Korean Americans are found on the West Coast.
Subcultures have identifiable attitudes, values and needs, but some are still geographically dispersed for example
Computer hackers, those who are impaired, Harley-Davidson bikers, military families, university professors, and gays.
Upper-middle classes comprise a small segment
Of the affluent and wealthy Americans.
In terms of consumer buying patterns, the affluent
Are more likely to own their own home, purchase new cars/trucks and are less likely to smoke.
The very rich flex their financial muscles
By spending more on vacation homes, cruises, housekeeping and gardening services.
Most affluent consumers are more likely to attend
Art auctions and galleries, dance performances, operas, the theater, museums, concerts, and sporting events.
Regardless of income or education most Americans define themselves as middle class
Most likely because working class aspire to this, while some of those who achieve affluence may downwardly aspire to this as a matter of principle.
The working class is a distinct subset of the middle class
Interest in organized labor is common, rating job security as the most important reason for taking a job.
Working class depends heavily
On relatives and the community for economic and emotional support.
Working class emphasis on family is one sign
Of the groups intensely local view of the world, much more likely to favor local news and vacation closer to home.
Why Marketers are Interested in Social Class
It often indicates which medium to use for advertising, helps marketers determine where to best distribute their products.
Social class indicates which medium used for advertising, middle class people (Why Marketers are Interested in Social Class)
Watch more television than any other social class, so placing an ad in the evening news might reach these families better.
Social class indicates which medium used for advertising, upscale individuals (Why Marketers are Interested in Social Class)
To sell to this social class, companies might place a print ad in a business publication like The Wall Street Journal
Knowing what appeals to which social class helps marketers determine where to distribute their products, Affluent Americans (Why Marketers are Interested in Social Class)
Comprise a fifth of the US population and were responsible for nearly half of all new car and truck sales and over half of hotel stays and vacation homes.
Many consumers seek out the opinions of others
To reduce their search and evaluation effort or uncertainty, especially as the perceived risk increases.
Consumers may seek out others opinions for guidance on new products
Products with image-related attributes, or products where attribute information is lacking or uninformative.
To obtain product information and decision approval
Consumers interact socially with reference groups, opinion leaders, and family members.
A group in society that influences an individual's purchasing behavior.
Direct Reference Groups
Are face-to-face membership groups that touch people's lives directly.
Primary Membership Group
Includes all groups with which people interact regularly in an informal face-face manner.
Family, Friends, and Coworkers
Primary Membership Groups Include
Secondary Membership Groups
People associate with these people less consistently and more formally.
Clubs, Professional Groups and Religious Groups
Secondary Membership Groups Include
Aspirational Reference Group
A group that someone would like to join.
To join an aspirational reference group
A person must at least conform to the norms of that group.
The values and attitudes deemed acceptable by a group.
A person who wants to be elected to public office may begin
To dress more conservatively like other politicians do, may go to social engagements that city and business leaders attend and try to play a role that's acceptable to voters and other influential people.
Direct, and includes primary and secondary groups.
Indirect, and includes aspirational and nonaspirational groups.
Small, informal groups
Primary groups, which are part of direct face-to-face type membership.
Large, formal group
Secondary, and is part of direct face-to-face membership
Group that someone would like to join
Aspirational, and includes indirect nonmembership
Group that someone want to avoid being identified with
Nonaspirational, and includes indirect nonmembership.
Nonaspirational Reference Group
A group with which an individual does not want to associate. AKA dissociative groups.
A group with which an individual does not want to associate. AKA Nonaspirational reference group.
In order to avoid being associated with a particular group
A consumer may avoid buying some types of clothing or car, going to certain restaurants or stores, or even buying a home in a certain neighborhood.
3 Important Implications of Reference Groups for Marketers
They serve as information sources and influence perceptions, they affect an individual's aspiration levels, their norms either constrain or stimulate consumer behavior.
As marketers track the life cycle of their products
It's important for them to understand the effect of reference groups.
Abercrombie & Fitch example of using reference groups
It lost a lot of college students who started to associate its products with high school students. So they created Hollister specifically for them and other stores for pre-teen and post-college-age market.
Reference groups are particularly powerful in influencing
Purchases of fragrances, wine, snack food, candy, clothing, and sodas.
People are less susceptible to reference groups
When they have well-formed networks of somewhat overlapping reference groups an those who have strong personal values.
An individual who influences the opinions of others.
How cultural values and norms are passed down to children.
Opinion leaders often try
New products and services first out of pure curiosity.
Opinion leaders are typically self-indulgent
And status-seeking, making them more likely to explore unproven but intriguing products and services.
THIS SET IS OFTEN IN FOLDERS WITH...
Principles of Marketing Chapter 6 Unit 3
Principles of Marketing, Chapter 6, Unit 5
Principles of Marketing Chapter 6, Unit 6
Principles of Marketing Chapter 6 Unit 1
YOU MIGHT ALSO LIKE...
Social Groups and Reference Groups
Sociology - Exam #2 (Chapter 5)
[ 05 ] Sociology : Social Stratification
OTHER SETS BY THIS CREATOR
Assessment 3 (2 unknown questions)
Acquisition Reports Overview