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Consument en marketing boek begrippenChapter 1
Consumption communities: members share opinions and recommendations about anything.
Market segmentation strategies: an organization targets its product, service, or idea only to specific
group of consumers rather than to everybody.
Comsumer behavior: the study of the processes involved when individuals or groups select, purchase,
use or dispose of products, services, ideas, or experiences to satisfy needs and desires.
Exchange: transaction in which two or more organizations or people ive and receive something of value.
Consumer: person who identifies a need or desire, makes a purchase, and then disposes of the product
during the three stages of the consumption process.
Heavy user: most faithful customers
80/20 rule: 20 percent of users account for 80 percent of sales.
Relationship marketing: marketers interact with customers on a regular basis and give them solid
reasons to maintain a bond with the company over time.
Database marketing: tracks specific consumers’ buying habits closely and tailors products and messages
precisely to people’s wants and needs based on this information.
Big data: extremely large datasets
User-generated content: everyone can voice their opinions about products, brands and companies on
blogs, podcasts and social networking sires.
Web 2.0: the rebirth of the internet from its original roots as a form of one-was transmission from
producers to consumers to social, interactive medium.
Popular culture: the music, movies, sports, books, celebrities, and other forms of entertainment that the
mass market produces and consumes.
Role theory: much of consumer behavior resembles actions in a play.
Need: something a person must have to live or achieve a goal
Want: specific manifestation of need that personal and cultural factors determine.
Megacity: metropolitan area with a total population of more than 10 million people.
Digital native: student grown up wired in a highly networks, always-on world where digital technology
had always existed.
Internet of things: the growing network of interconnected devices embedded in objects that speak to
one another.
Autonomous vehicles: self-driving cars
,M2M: machine to machine communication
Robot companions: serve people drinks and help disables people to carry out routine tasks.
Positivism: modernism, human reason is supreme and there is a single, objective truth that science can
discover. Stresses the function of objects to celebrate technology and regards the world as a rational,
ordered place with a clearly defined past, present, and future.
Paradigm: set of beliefs that guide our understanding of the world
Interpretivism: postmodernism: our society emphasizes science and technology too much and positivism
ignored the complex social and cultural world in which we really live and puts too much emphasis on
material well-being.
Consumer culture theory: research that regards consumption from a social and cultural point of view
rather that more narrowly as an economic exchange.
Consumer trend: underlying values that drive consumers toward certain products and services and away
from others.
Chapter 2
Business ethics: rules of conduct that guide actions in the marketplace; standards against which most
people in a culture judge what is right and what is wrong, good, or bad.
Consumer space: in this environment individuals dictate to companies the types of products they want
and how, when and where they want to learn about those products.
Economics of information: regards advertising as in important source of consumer learning. Emphasizes
the economic cost of the time we spend to search for products.
Corrective advertising: the company must inform consumers that previous messages were wrong of
misleading.
Culture jamming: strategy to disrupt efforts by the corporate world to dominate our cultural landscape.
Corporate social responsibility: processes that encourage the organization to make a positive impact on
the various stakeholders in its community.
Transformative consumer research: promotes research projects that include the goal of helping people
or brining about social change.
Social marketing: strategy that uses the techniques that marketers normally employ to sell to encourage
positive behaviors and to discourage negative activities.
Slacktivism: small and relatively meaningless expressions of support for important causes.
Cause marketing: aligns a company or brand with a cause to generate business and societal benefits.
Real-time bidding: electronic trading system that sells ad space o the webpages people click on now
they visit them.
,Phishing: people receive fraudulent mails that ask them to supply account information
Botnet: set of computers that are penetrated by malicious software that allow an external agent to
control their actins
Identity theft: when someone steals personal information and uses it without permission.
Market access: ability to find and purchase goods and services.
Adaptive clothing: provides a broader range of apparel options.
Food desert: census tract where people live more than a mile from a grocery store in an area.
Media literacy: a consumer’s ability to access, analyze, evaluate and communicate information in a
variety of forms.
Functionally illiterate: person whose reading skills are not adequate to carry out everyday tasks.
Superfood: calorie sparse and nutrient dense.
Conscientious consumerism: consumer’s focus on personal health is merging with a growing interest in
global health.
Triple bottom-line orientation: business strategies that strive to maximize return in the financial bottom
line, social bottom line and environmental bottom line.
Green marketing: strategy that involves the development and promotion of environmentally friendly
products and stressing this attribute when the manufacturer communicates with customers.
Greenwashing" when companies make false of exaggerated claim about how environmentally friendly
their products are.
LOHAS: acronym for lifestyles of health and sustainability. Refers to people who worry about the
environment, want products to be produced in a sustainable way and spend money to advance when
they see as their personal development and potential.
Consumer addiction: phycological of physiological dependency on products or services.
Cyberbullying: willful and repeated harm inflicted using computer, cell phones and other electronic
devices. Phantom vibration syndrome: the tendency to habitually reach for your cellphone because you
feel it vibrating, even if it is off or you are not even wearing it at the time.
Compulsive consumption: repetitive and excessive shopping performed as an antidote to tension,
anxiety, depression or boredom.
Consumer consumers: people who are used or exploited, willingly or not for commercial gain in the
marketplace.
Shrinkage: the industry term for inventory and cash losses form shoplifting and employee theft.
Serial wardrobes: buy an outfit, wear it once, and return it.
Counterfeiting: companies or individuals sell fake versions of real products to customers.
, Anti-consumption: event in which people deliberately deface or mutilate products and services.
Chapter 3
Sensation: the immediate response of oiur sensory receptors to basic stimuli.
Perception: the process by which people select, organize and interpret sensations.
Sensory marketing: companies think carefully about the impact of sensations on our product
experiences.
Trade dress: color combinations strongly associated with a corporation.
Audio watermark: what the brand sounds like
Sound symbolism: the process by which the way a sound influences our assumptions about what it
describes and attributes.
Natural user interface: habitual movements that we do not have to learn.
Endowment effect: people value things more highly if they own them.
Haptic: touch; sense that appears to moderate the relationshi pbetween product experience and
judgment confidence.
Gastrophysics: focus on the science of estin considers how physics, chemistry and perception influence
how we experience what we put in our mouth.
Augmented reality: media that superimpose one or more digital layers of data, images or video over a
physical object.
Exposure: occurs when a stimulus comes within the range of someone’s sensory receptors.
Sensory threshold: the point at which it is strong enough to make a conscious impact on awareness.
Psychophysics: focuses on how people integrate the physical environment into their personal, subjective
world.
Absolute threshold: the minimum amount of stimulation a person can detect on a given sensory
channel.
Differential threshold: the ability of a sensory system to detect changes in or differences between two
stimuli.
Just noticeable difference: minimum difference we can detect between two stimuli.
Weber's law: the stronger the initial stimulus, the greater a change must be for us to notice it.
Subliminal perception: a stimulus below the level of the consumer’s awareness.
Embed: tiny figure inserted into a magazine advertising via highspeed photography or airbrushing.
Attention: the extent to which processing activity is devoted to a persitular stimulus.
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