chapter 13 situational

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chapter 13 situational
2013-12-17 15:43:31

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  1. Situational influence
    all factors in a time and place that do not follow from a knowledge of the stable attributes of the consumer and the stimulus and that have an effect on current behavior.
  2. The four types of situational influence
    The Communications Situation, The Purchase Situation The Usage Situation, and The Disposition Situation
  3. The communications behavior
    The situation in which consumers receive information has an impact on their behavior.
  4. The Purchase Situation
    The situation in which a purchase is made can influence consumer behavior. Marketers must adapt strategies to the purchase situation. interpersonal relationships
  5. The Usage Situation
    Research indicates that expanded usage situation strategies can produce major sales gains.
  6. The Disposition Situation
    Disposal of products/packages can create significant social problems as well as opportunities for marketers. Some consumers consider ease of disposition an important product attribute.
  7. physical surroundings
    store atmosphere. colors, aromas, music, crowding.
  8. atmospherics
    nfluences consumer judgments of the quality of the store and the store’s image
  9. atmosphere
    servicescape when describing a service business such as a hospital, bank or restaurant
  10. social surroundings
    when other people are there, shopping is a visible activity, the use of brands are subject to social influence
  11. temporal perspective
    Limited purchase time often limits search, internet shopping
  12. Task Definition
    the reason the consumption activity is occurring. distinction between purchases for self versus gift. Consumers give gifts for many reasons: social expectations, ritualized situations, to elicit return favors
  13. antecedent states
    non-lasting features, moods and momentary conditions (sick, broke)
  14. ritual situation
    triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning. Critical to marketers because often involve prescribed consumption behaviors. However, it can involve injurious consumption, such as binge drinking.
  15. Situational Influences and Marketing Strategy
    different situations that might involve the consumption of a product and when products or brands are most likely to be purchased or consumed. One method of dealing with this question is to jointly scale situations and products.
  16. Five Steps for Developing Situation-Based Marketing Strategies
    • -Use observational studies, focus group discussions and secondary data to discover the various usage satiations that influence the consumption of the product.
    • -Survey a larger sample of consumers to see product usage and the benefits sought by the market segment. 
    • -Construct a person-situation segmentation matrix. 
    • -Evaluate each cell in terms of potential. 
    • -Develop a marketing strategy for those cells that offer sufficient profit potential given your capabilities.