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MK-325: Second Exam

QuestionAnswer
Customer Needs/Product Utility Needs - Functional Psychological Utility - Form (Ordering a car, picking a color) - Task (Is this a gift for someone) - Possession (Insurance/Financing) - Time (right time, right place, how fast you get it) - Place (Is it going to be at the place)
Consumer Behavior: Learning Theories - Cognitive Theory -> Awareness - Conditional Theory
Consumer Behavior: Results of Learning Attitude -> Interest -> Habit -> Loyalty
Consumer Motivation Process Motivation: Underlying forces driving decisions Needs: Basic & Instinctive Wants: Learned during lifetime
Consumer Motivation: Negatively Originated (Informational Motives) 1. Problem Removal 2. Problem Avoidance 3. Incomplete satisfaction 4. Mixed approach-avoidance 5. Normal Depletion
Positively Originated (Transformational Motives) 6. Sensory Gratification (ex: food, adrenaline rush) 7. Intellectual stimulation or mastery (games, books) 8. Social approval (ex: cars)
Post-Purchase Evaluation Cognitive Dissonance - Was it worth the money? - Will it last as long as my old one? - Could I have found a better price?
Segmentation Categories - Behavioristic - Geographic - Demographic - Psychographic
Product Branding Elements - Product Name - Words - Design - Symbols
All = Individual/Family/National/Private/Licensed
Concepts Pretesting Decisions - Merchandise - Markets - Motives - Messages - Media
Post-Testing Decisions - Whether and how to continue - What to change - How much to spend in the future
DAGMAR Method - Awareness (Introduction) -Comprehension (Growth) - Conviction - Action (Making KPI or transaction
Approaches to Positioning - Attributes - Price/Quality - Use/Application - Product Class - Product User - Competition - Cultural Symbol
Relationship Marketing **Keys to Building Brand Equity - Focus on customers, not products - Market relationships, not transactions - Deliver superior value
The Advertising Plan: Setting Objectives - Action - Desire - Conviction - Comprehension - Awareness
Traditional Advertising Pyramid Picture
Methods of Allocating Funds - Sales Percentage - Market Share - Objective/Task - Empirical Research
Created by: ky3529
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