Chapter 11
Creating “buzz” around some idea, product, or promotion
What is buzz building?
What are the 4 A’s?
What is awareness, affordability, availability, and acceptability.
A group whose members share significant beliefs and common preferences
What is subculture?
The accumulation of shared meanings, rituals, norms, and traditions
What is culture?
A group of consumers who share a set of social relationships based upon product usage or interest in a product
What are brand communities?
This method trace communication patterns among members of a group
What is Sociometric?
Processes in a social system by which scarce and valuable resources are distributed unequally to status positions that become more or less permanently ranked in terms of the share of valuable resources each receives.
What is artificial divisions?
The influences in our environment which affect the process of transitioning from one culture to another that contains similar and different components
What are acculturation agents?
Gestation, presentation, and reformulation are steps/stages involved in what process?
What is Gift-Giving?
This is considered to be the best indicator of social class
What is occupation?
These rules specify what members can and can’t do on the site
What is Standards of behavior?
Strongly linked to leisure time, allocation of family resources, and aesthetic preferences, and political orientation
What is occupation?
People born between two world wars ?
What is the silent generation?
When a sacred item/symbol is removed from its special place or is duplicated in mass quantities (becomes profane).
What is Desacralization?
This allows marketers to segment households
What is the family life cycle concept?
This occurs when our individual identities are submerged in the group
What is deindividuation?
Determines which groups have the greatest buying power and market potential.
What is distribution of wealth?
When teens overly worry about their appearance and needs, this refers to?
What is the Narcissism vs intimacy conflict?
Name one segment of Global Marketing
What is…
-Global citizens
-Global dreamers
-Antiglobals
-Global agnostics
The systematic acquisition of a particular object or set of objects
What is collecting?
This marker includes phrases such as, “I’ll be honest,” “God bless it,” or “I don’t want to be mean, but ...”
What is dispreferred markers?
How many segments did consumer research on attitudes toward money find?
What are the 8 segments?
Teenagers think that advertising is typically...
action-oriented and depicts a group of “in” teens who use the product.
Name and describe one innovation in the Behavioral Demands of Innovations
What is...
-Continuous Innovation- Evolutionary rather than revolutionary
-Dynamically Continuous Innovation-More pronounced change to existing product
-Discontinuous Innovation- Creates major changes in the way we live
Name one functional area in a cultural system
What is ecology/social structure/ideology?