Ch. 9
People's self-image or _________ is the image people ideally have of themselves.
self-concept
Data in large quanitites.
Volume
Product warranty is an example of this.
Associated services
The greater the discreprancy between the desired state and the needy state, the great the WHAT?
need recognition
This step develops different segments which helps firms to better understand the customer profiles.
What are the segments?
Geographic, demographic,
psychographic, benefit, and behavioral.
Marketers can purchase this type of data for a fee?
Syndicated data
This type of packaging is rapidly evolving
Sustainable packaging
Pretains to the personal gratification
Occasion vs loyalty segementation
Occassion- when a product is purchased or consumed
Loyalty - investing to retain most profital customers
At what point do you decide the type of data needed?
Step 2, Designing the Research
Represents a count of the number of product lines offered
breadth
Internal conflict that arrises from an inconsistency between two beleifs, or between beliefs and behaviors.
postpurchase cognitive dissonance
SRRPI is how to evaluate sergmentation attractiveness
Substanial
Reachable
Response
Profitable
Identiable
Observation, In-depth interviews, Focus groups
Qualitative research
Review 10.5 Qualitative vs Quantitative
The number of products within the product line
depth
Social factors that can influence the consurmer decsion process.
Family
Refernce Groups
Culture
This strategy invovles providing products or services that appeal to multiple segments which helps diversify the businss and therefore lowers the company's overall risk.
Differentiated Target Strategy
The 5 Vs of Big Data
Volume, Variety, Velocity, Veracity, Value
Review 10.10
A strategy in which marketers change the brand's focus to target new markets or realign the brand's focus.
Brand repositioning of rebranding
Factors affecting the consumer search process
Preceived Benefits vs Precieved Costs of Search
The Locus of Control
Actual or Precieved Risk