MKTG 313 Chapter Notes - Chapter 17: Takers, Web 2.0, Silent Treatment
Chapter 17 terms
Household
basic consumption unit for most consumer goods
Family Household
at least two members related by birth, marriage or adoption, one of whom is the householder
(one who owns or rents the residence)
Traditional Family
a married opposite-sex couple and their own or adopted children living at home
Single by Circumstance
Consumers who are single due to death of a spouse
Single by Circumstance consumers are:
-Less innovative
-More risk averse
-More price sensitive
-More likely to engage in coping behaviors (ex: watching tv)
Empty Nest I
Middle-aged (35-64), married with no children
-Both adults typically have jobs and are thus very busy
-Creates more free time and money to spend on since children are gone:
-Dining out
-Expensive vacations
-House cleaning
-Luxury Cars
Influencers (Children)
The person who influences the alternatives evaluated, the criteria considered, and the final
choice
Initiators (Parents/Children)
The family member who first recognizes a need or starts the purchase process
Information Gathers (Parents)
The individual who has expertise and interest in a particular purchase
Decision Makers (Parents/Children)
The individual(s) who makes the final decision *look at chart as well*
Bargaining
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Household basic consumption unit for most consumer goods. Family household at least two members related by birth, marriage or adoption, one of whom is the householder (one who owns or rents the residence) Traditional family a married opposite-sex couple and their own or adopted children living at home. Consumers who are single due to death of a spouse. More likely to engage in coping behaviors (ex: watching tv) Both adults typically have jobs and are thus very busy. Creates more free time and money to spend on since children are gone: The person who influences the alternatives evaluated, the criteria considered, and the final choice. The family member who first recognizes a need or starts the purchase process. The individual who has expertise and interest in a particular purchase. The individual(s) who makes the final decision *look at chart as well* Claiming superior expertise or role appropriateness (the husband/wife should make such decisions)
