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Class Notes for MKTG1050 at Royal Melbourne Institute of Technology (RMIT) University

Buyer Behaviour

MKTG1050 Lecture Notes - Lecture 11: Reference Group, Class Consciousness, Social Inequality

WEEK 11 SOCIAL STRATIFICATION SOCIAL STRATIFICSTION AND CLASS Social stratification: grouping society into hierarchical levels, manifesting social inequality and social status Social class/standin...

MKTG1050 Lecture Notes - Lecture 10: Masculinity, Individualism

WEEK 10 CULTURE AND CROSSCULTURAL VARIATION Complex concept that includes knowledge, beliefs, art, morals, custom, and any other capabilities acquired by humans as members of society. Culture includes almost everything th...

MKTG1050 Lecture Notes - Lecture 9: Laundry Detergent, Market Segmentation, Psychographic

WEEK 8 EXTERNAL INFLUENCES Which demographic factors help marketers describe and understand the market segments? What is the importance of anticipating demographic shifts in society to develop marketing strategies? What ar...

MKTG1050 Lecture Notes - Lecture 8: Operant Conditioning, Classical Conditioning

WEEK 8 ATTITUDE AND ATTITUDE CHANGE an enduring combination of motivational, emotional, perceptual and cognitive processes with respect to some aspect of the environment a learned predisposition to respond in a consistentl...

MKTG1050 Lecture Notes - Lecture 7: Conscientiousness, Washing Machine, Extraversion And Introversion

WEEK SEVEN MOTIVATION AND PERSONALITY Motivation: is the energising force that activates or triggers behaviour And provides purpose, direction and drive to that behaviour. Motive: An unobservable inner force that stimulate...

MKTG1050 Lecture Notes - Lecture 6: Classical Conditioning, Fanta, Complex Differential Form

WEEK SIX PART 2: INTERNAL INFLUENCES LEARNING AND MEMORY Not the objective reality but market perceptions matter most Use the power of perception to create customerperceived competitive advantages Create an environment of ...

MKTG1050 Lecture Notes - Lecture 3: Sales Promotion, Subset, Mobile Marketing

WEEK THREE INFORMATION SEARCH NATURE OF INFORMATION SEARCH Internal search First step in information gathering Use of information from memory e.g. past experience External search The method used if a resolution to a proble...

MKTG1050 Lecture Notes - Lecture 4: Perceptual Mapping, Listerine, Likert Scale

WEEK FOUR EVALUATING AND SELECTING ALTERNATIVES Evaluative criteria are the features or the desired characteristics required to meet consumers needs EVALUATION CRITERIA Also referred to as key buying criteria or customer v...

MKTG1050 Lecture Notes - Lecture 2: Ibuprofen, Human Factors And Ergonomics, Vacuum Cleaner

WEEK TWO SITUATIONAL INFLUENCE 4 TYPES OF SITUATIONAL INFLUENCES 1. COMMUNICATION SITUATION How we see and listen to marketing messages Alone, or in a group In a good mood or a bad one In a hurry, or not Interested, or not...

MKTG1050 Lecture Notes - Lecture 1: Marketing Mix, Substance Abuse, Consumer Behaviour

BUYER BEHAVIOUR WEEK ONE WHAT IS CONSUMER BEHAVIOUR Discipline dealing with how and why consumers purchase (or dont purchase) products and services MEANING OF CONSUMPTION Consumption often has a deep meaning for consumers ...

MKTG1050 Lecture Notes - Lecture 5: Just-Noticeable Difference, Sensory Neuron, Information Processing

WEEK 5 INTERNAL INFLUENCES PERCEPTION Perception The process through which we notice, attend to and interpret stimuli (the objects, messages and events) that we encounter (Quester et al., 2007) The process by which people ...

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