MKT 337 Midterm: Marketing Implications of Involvement
Document Summary
High involvement purchases require extensive and informative promotion to target market. Low involvement purchases require in-store promotion such as eye-catching packaging displays and coupons, discounts, or offers. Cultural factors, social factors, individual factors, psychological factors, and marketing factors all factor into consumer decision (cid:373)aki(cid:374)g pro(cid:272)ess (cid:449)hi(cid:272)h e(cid:448)e(cid:374)tually leads to (cid:271)uy or do(cid:374)"t (cid:271)uy. Culture is pervasive, functional, learned, and dynamic. A culture can be divided into subcultures on the basis of demographic characteristics, geographic regions, national and ethnic background, political beliefs, and religious beliefs. Marketers are interested in social class for two main reasons. First, social class often indicates which medium to use for advertising. Second, knowing what products appeal to which social classes can help marketers determine where to best distribute their products. Types of reference groups: (1) direct: face-to-face membership and (2) indirect: non-membership. Direct has two types: (1) primary: small, informal group and (2)
