Name:_________________________

Marketing Essentials Chap 5 Notes pg. 139 - 142

Family
Family member can strongly ____________ buyer behavior. The __________ is the most
important consumer buying organization in ___________, and it has been researched extensively.
Marketers are interested in the role and influence of the ____________, ________, and
_____________on the purchase of different products and services.
In what areas has the wife traditional been the main purchasing agent?

What percent of females now hold a job outside the home?

What percentage of all food-shopping dollars do men now account for?
Women influence ____ percent of all car-buying decisions and account for ____ percent of all new
car purchases outright. In all, women new make almost _____ percent of purchases, spending
______________ of the nations GDP.
How have the changing roles of men and women in the household affected marketers?

Children may also have a strong influence on family buying decisions. The nations ____ million kids
age ___ to ____ wield an estimated $____ billion in disposable income. They also influence an
additional $_____ billion that their families spend on them in areas such as ______, __________,
______________, and __________________________.
Why do marketers of cars, full-service restaurants, cell phones and travel destinations care about
what kids think?

What car company is advertising on Nickelodeon? Why?

Roles and Status

A person belongs to many ________________, _______, __________________.
What does a role consist of?

What is your role at Teaneck High School?

What responsibilities and duties does that role entail?

What products and services are appropriate for this role?

What products and services are appropriate for a waiter or waitress?

Personal Factors:

Age and Life-Cycle Stage

People change the __________ and ____________ they buy over their lifetimes. Tastes in
________, __________, ___________, and _________________ are often age related. Buying
is also shaped by the __________ of the family life cycle-the __________ through which
families might pass as they mature over time. Marketers often __________ their target markets
in terms of ______________ stage and develop appropriate products and marketing plans for each
stage.

What are different life cycle stages that marketers target?

Completely define each of the FIVE life-stage segments RBC Royal Bank has identified.
1. _________________________________________________________________________
2. _________________________________________________________________________
_________________________________________________________________________
3. _________________________________________________________________________
_________________________________________________________________________
4. _________________________________________________________________________
5. _________________________________________________________________________
_________________________________________________________________________

Occupation
A persons occupation affects the goods and services bought. ______________ workers tend to
buy more ___________ work clothes, whereas executives buy more business suits.
Why do marketers care about customers occupation?

Provide an example of two companies that target a specific occupation.

1. _________________________________________________________________________
2. _________________________________________________________________________

Economic Situation
A persons ___________ situation will affect product choice. Marketers of income-sensitive goods
watch trends in ________________, ___________, and ___________ rates. If economic
indicators point to a recession, marketers can take steps to ____________, ____________, and
___________ their products closely. Some marketers target consumers who have lots of money
and resources, charging prices to match.
Match Products to each of the seven classes
1. Upper Uppers _____________________________________________________________
2. Lower Uppers _____________________________________________________________
3. Upper Middles _____________________________________________________________
4. Middle Class ______________________________________________________________
5. Working Class _____________________________________________________________
6. Upper Lowers _____________________________________________________________
7. Lower Lowers _____________________________________________________________

Lifestyle
People coming from the same ______________, _______________, and _____________ may
have quite different lifestyles. Lifestyle is a persons pattern of living as expressed in his or her
psychographics. It involves measuring consumers major _______ dimensions-activities (________,
__________, ___________, ________, _______________), interests (food, __________,
family, ____________), and opinions (about themselves, ____________, business, products).
Lifestyle captures something more than the persons ______________ or _______________. It
profiles a persons whole pattern of ____________ and _______________ in the world.
EXTRA CREDIT: Define Psychographics:

How can the lifestyle concept help marketers?

If Consumers do not just buy products. What do they buy?

Explain the following statement, Peoples product choices are becoming more and more like value
choices,

Provide an example of a company that has done an excellent job positioning their product so
that consumers feel it helps define who they are? Why?

Think of THREE companies and define the lifestyle associated with the product or company;
1. ___________________________________________________________________
___________________________________________________________________
2. ___________________________________________________________________
___________________________________________________________________
3. ___________________________________________________________________
___________________________________________________________________

Personality and Self-Concept

Each persons distinct personality influences his or her buying behavior. Personality refers to the
unique ________________ characteristics that lead to relatively consistent and lasting responses
to ones own environment. Personality is usually described in terms of _________ such as
____________________, _______________, ______________, autonomy, defensiveness,
adaptability, and aggressiveness. Personality can be useful in analyzing consume behavior for
certain product or brand choices.
Do brands have personality? Why?

Brand Personality:

What are the FIVE brand personality traits?

1. _________________________________________________________________________
2. _________________________________________________________________________
3. _________________________________________________________________________
4. _________________________________________________________________________
5. _________________________________________________________________________
Are the most successful brands strongly associated with all the traits?

Describe the self-concept/self image concept:

How did Apple use the self-concept/self image concept to differentiate the Mac from the PC?