Management and Organizational Studies 1021A/B Study Guide - Final Guide: Selective Perception, Consumer Behaviour, Marketing Mix

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: Hayden Woodley

Document Summary

Market research and segmentation, targeting, and positioning 22. 51 can be answered just from lecture, 19 will need at least some info from the text (about 9 of them come from product and promotion stuff) Maslow"s hierarchy of needs (important to know 5 levels and 3 critisisms cultural, no measure, no way to know when you are going from one to another) Sensation and perception: selective perception, exposure, comprehension, retention, perceived risk (perception of there being a risk with purchasing a product hair die happens before you make a purchase) Drive, cue, response, reinforcement (positive or negative) Stimulus generalization and stimulus discrimination (luxury brands often capitalize on this by differentiating themselves: cognitive learning. Watching an ad that says tylenol relieves pain start believing that. Attitudes, values, beliefs: change in attitudes. Lifestyle and psychographics: activities, interests, opinions, etc. Personal influence: opinion leaders, work of mouth. Family influence: consumer socialization (learning how to purchase things, family life cycle, family decision-making.