Flashcard: Understanding Consumer Behavior and Market Positioning — 20 carte

Consumer behaviour — definition?

Study of processes when individuals/groups select, purchase, use, dispose.

Scope of consumer behaviour?

All activities satisfying needs/desires through consumption.

Global consumer culture — role?

Shapes preferences via shared values and norms across countries.

Need recognition — trigger?

Awareness of a gap between current and desired state.

Online consumer behaviour tactics?

Digital tracking, virtual aisles, SEO, pop-ups, digital cues.

Market disaggregation — purpose?

Analyzing individual customer characteristics.

Segmentation bases?

Socio-economic, geographic, psychographic, gendered.

Target marketing strategies?

Undifferentiated, differentiated, focused, customized.

4-Cs framework — purpose?

Guides product positioning and consumer alignment.

Positioning tools?

Perceptual maps, spidergrams, competitor analysis.

Repositioning — example?

Old Spice's brand refresh to appeal anew.

Consumer decision process — stage?

Need recognition, search, evaluation, purchase, post-purchase.

Emotion in buying?

Crucial in evaluating alternatives and impulse decisions.

Digital marketing tactic?

Search engine optimization, pop-ups, digital product placement.

Market targeting — evaluation?

Assess segment potential for focused marketing.

Product positioning tools?

Perceptual mapping, competitor spidergrams.

Brand repositioning — example?

Apple's innovative image, Nike's athlete focus.

Psychographics — segmentation?

Personality, lifestyle, attitudes, beliefs.

Gendered marketing — purpose?

Target consumers via gender-specific messaging.

Impulsive purchase — trigger?

Emotional response, pop-up suggestions, urgency.