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Principles of Marketing, Chapter 6, Unit 8; Chapter 7 Unit 1
Terms in this set (50)
A form of learning that occurs when one response is extended to a second stimulus similar to the first.
A learned ability to differentiate among similar products.
A learned tendency to respond consistently toward a given object.
Companies design their packages to resemble well-known manufacturers brands
This often confuses consumers, who buy the imitation thinking it's the original.
DVD Piracy is so Rampant in china
That DVD counterfeit-sniffing dogs have become a common sight in international airports.
In order to identify fake passports, currency, and credit cards
Authentication technologies and stepped up security regulations have been in place since 9/11
Opposite of stimulus generalization
Example of Stimulus Discrimination
Some consumers prefer Coke over Pepsi and insist they can taste a difference between the two brands.
Marketers rely, in some cases, on promotion to point out brand differences that consumers would otherwise not recognize.
Products that need Product Differentiation
Include aspirin, gasoline, bleach and paper towels, which all have differences that would be tough to spot without promotion.
A consumer may believe
That Sony's camcorder makes the best home videos, tolerates hard use, and is reasonably priced.
A set of beliefs about a particuar brand.
Brand Image shapes
Consumers' attitudes toward the product.
Represents personal standards of good and bad, right and wrong and rest on an individual attitudes.
Because attitudes rest on the value system
They tend to be a more enduring psychological trait than beliefs.
If a good or service are meeting profit goals
Positive attitudes toward the product merely need to be reinforced.
If a brand is not succeeding
The marketing manager must strive to change target consumers' attitudes toward it.
Changes in attitude tend to grow
Out of an individual's attempt to reconcile long-held values with a constant stream of new information.
Change in attitude can be accomplished by
Changing beliefs about the brand's attributes, changing the relative importance of these beliefs, adding new beliefs.
24 Hour Fitness customers have incorrect beliefs about service's attributes (number of classes and variety
So they must advertise and do other forms of promotion, such as an open house, to correct misimpressions.
Changing beliefs about a service or image
Can be more difficult because they are usually intangible.
Cole Haan changing importance of belief about an attribute, lower
Originally emphasized men's products, and used items important for men in advertisements. Now that they're expanding into women's products, some ads focus on look which is more important for women. Hopes to change belief that company only sells men's products.
Cadillac changing importance of belief about an attribute, higher
Wants to change how buyers view fuel efficiency to buyers of full size SUVs with the slogan "finally, a full-size luxury SUV confident enough to talk about fuel efficiency."
Dixie Paper Products adding new beliefs
Still use this product at parties, but also use as a "home cleanup replacement". An alternative to washing dishes after everyday meals and not just picnics.
The marketing of goods and services to individuals and organizations for purposes other than personal consumption.
Example of business marketing
The sale of a personal computer to your college university.
Business products include
Those that are used to manufacture other products, become part of another product, or aid the normal operations of an organization.
Is intended use, not physical characteristics
The key characteristic distinguishing business products from consumer products
Example of a consumer good
A product that is purchased for personal or family consumption.
If it is used in a business setting
A cellphone, or a personal computer could both be considered business products.
Three primary marketing goals of US B2B marketers
Acquisition, creating brand awareness, and customer retention.
Business-to-business electronic commerce
The use of the internet to facilitate the exchange of goods, services, and information between organizations.
Before 2005, business websites
Were scarce and static, few had data-retrieval capabilities, none had frames, tables or styles, security was rare, and streaming video did not exist.
Provides information tailored to the customer's requirements.
Secure internal monitoring of a customer's chemical tank levels so reordering can be automatically triggered.
Web 2.0 technologies companies are using
Blogs, podcasts and video, social networks, RSS feeds, threaded discussion, wikis.
Frequency, Recency, and Monetary Value
Thee of the most important measurements of online success for B2B marketing.
Relates to the fact that consumers who have made a purchase are more likely to do it again in the near future. One of the most important measurements of online success for B2B marketing.
Helps marketers identify frequent purchaser who are definitely more likely to repeat their purchasing behavior in the future. One of the most important measurements of online success for B2B marketing.
Important because big spenders can be the most profitable customers for a business. One of the most important measurements of online success for B2B marketing.
A mathematical measure of a website's effectiveness.
= Frequency x Duration x Site Reach
Measuring a stickiness factor before and after a design or function change
Can help the marketer quickly determine whether visitors embraced the change
RSS feeds are used
To publish frequently updated materials such as blogs, news headlines, audio, and video in a standard format.
RSS feeds benefit publishers
By letting them syndicate content automatically.
RSS feeds benefit readers
Who want to subscribe to timely updates or aggregated information from various sources.
Companies have moved from "we have a website because our customers do"
To having a website with a store that attracts, interests, satisfies, and retains customers.
The elimination of intermediaries such as wholesalers or distributors from a marketing channel.
Dell example of Disintermediation
This company sells directly to business buyers and consumers.
Wal-Mart uses Disintermediation
In order to help reduce costs and therefore prices.
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