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MARKETNG 305 Study Guide - Frugality, Patagonia, Psychographic

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School
UW-Madison
Department
Marketing
Course
MARKETNG 305
Professor
All

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Document Summary

Agenda today: exam review, personality & marketing, lifestyle: the decision, next time . Personality: personality: a person"s unique psychological makeup and how it consistently influences the way a person responds to his/her environment. Trait theory: personality traits: identifiable characteristics that define a person, traits relevant to consumer behavior: Innovativeness (how much like to try new things) Self-consciousness (deliberate monitoring and controlling of self-image) Need for cognition (how much one likes to think) Marketing & personality: personality influences the way we responds to marketing stimuli. But efforts to use this information in marketing contexts meet with mixed results: we are not that consistent, personality is part of larger interplay of factors that influence behavior. Lifestyles: lifestyle: patterns of consumption reflecting a person"s choices of how one spends time and money, lifestyle marketing perspective: people sort themselves into groups on the basis of: Lifestyles as group identities: forms of expressive symbolism, self-definition of group members = common symbol system.

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Related Questions

Which of the following statements regarding direct marketing is most accurate?
 
a)Many customers believe direct marketing saves time, is entertaining, and offers privacy.
 
b)Direct selling provides less customer service than direct response marketing.
 
c)Although direct marketing usually saves customers time, it does not usually save customers money.
 
d)Direct customers feel that their privacy is more likely to be compromised with direct marketing than with other methods.
 
e)Although direct marketing can save consumers time and money, the process is labor-intensive and not very much fun.

What is personal time or self-maintenance?

Which of the following statements about personal selling is true?
 
a. Today, most salespeople are well-educated, well-trained professionals working to build and maintain long-term customer relationships by listening to their customers, assessing their needs, and organizing the company's efforts to solve customer problems.
 
b. Designing sales force strategy and structure is a minor element of sales force management, and as such is an aspect that most companies should not spend much time considering.
 
c. When sales are high, there should be a de-emphasis on prospecting as it is a time-waster.
 
d. Salesforce automation systems have been developed for improving how salespeople feel about their opportunities and value