200084 Lecture Notes - Lecture 1: Marketing Strategy, Social Class, Belongingness

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nellyxo20

20 Jun 2018

School

UWS

Department

University of Western Sydney

Course

200084

Professor

All

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CONSUMER BEHAVIOUR

Social stratatism-wh

Assessment summary-

1.mc quizzes-Week 6,11,14 (30%)

quiz 1-week 3-5 (chapter 2-6) (internal-social influences)

quiz 2-week 6- (internal,physiological influences on consumer behaviour)

Market report-design popplet and 4,000 word report

One external influence-social class,households,references groups

And One Internal-motivation,perception,memory,learning

CHAPTER 1 and 2-Consumer behaviour theory and marketing

strategy

1.1-understand why studying the consumer is important for marketers

1.2-understand the implications of consumer behaviour for marketing

strategy

1.3-understand the different components of a consumer behaviour

audit

1.4-be aware that consumer behaviour is also relevant to non-profit

organisations as well as government agencies and consumer groups

1.5-understand a working model of consumer behaviour

1.6-understand the structure of this book as well as the logic of the

argument

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1.1- Consumer behaviour-dynamic interaction of cognition,behavioural and

environmental events by which human beings conduct exchange

Discipline dealing why and how consumer buy product Consumption is

product-person-situation specific

Stages in consumer decision making:

PIEPP

1.Problem recognition-gap between ideal and actual state sources of

problem recognition:out of stock,dissatisfaction,new wants,new needs,new

products

internal and external

2.info search-internal:past experience,knowledge

external search:personal sources: ask friends,colleagues,marketing

sources,sample testing

3.evaluation of alterntive.- choice modelling

competitors listed,recommended fuel,service costs-BMW marketer showing

cheaper option influencing consumption. 4.purchase-influenced by

intergration

5.post purchase- learning from experiences dissonance-discomfort of

product-no refund,dislike

Disposal of products-gov policy,refunds,warranty

Consumer physcological process:MPAIL

Motivation (influences in problem recognition) Maslows heirachy (SEBSP)

Self actualisation:achieving one full potential Esteem:prestige-high end

products –BMW,loui viuttons Belongingness and love: friends,social life

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Document Summary

1. mc quizzes-week 6,11,14 (30%) quiz 1-week 3-5 (chapter 2-6) (internal-social influences) quiz 2-week 6- (internal,physiological influences on consumer behaviour) Chapter 1 and 2-consumer behaviour theory and marketing strategy. 1. 1-understand why studying the consumer is important for marketers. 1. 2-understand the implications of consumer behaviour for marketing strategy. 1. 3-understand the different components of a consumer behaviour audit. 1. 4-be aware that consumer behaviour is also relevant to non-profit organisations as well as government agencies and consumer groups. 1. 6-understand the structure of this book as well as the logic of the argument. 1. 1- consumer behaviour-dynamic interaction of cognition,behavioural and environmental events by which human beings conduct exchange. Discipline dealing why and how consumer buy product consumption is product-person-situation specific. 1 . problem recognition -gap between ideal and actual state sources of problem recognition:out of stock,dissatisfaction,new wants,new needs,new products internal and external. 2. info search -internal:past experience,knowledge external search:personal sources: ask friends,colleagues,marketing sources,sample testing.

Related Questions

Match the definitions or complete the statements in the first part of the quiz with the appropriate terms found in the second part.

Definitions/Statements

1. _____ refers to marketersâ focus on a product rather than on the needs of the market.

3. The impact of technology on buyer behavior relates to factors such as ____; the use of technology to engage customers and build relationships; customization of products and promotional messages; and better prices and distribution.

4. In the case of situational influences, this relates to the situation in which or the occasion on which the product will be used, e.g., special occasion or everyday use.

5. In the case of situational influences, this relates to the fact if we are in a store, point-of-purchase displays could influence us to buy something. We could also make unplanned purchases because we remembered something from seeing the brand while we are in the store.

6. This discipline on which consumer researchers draw focuses on society and large groups in society such as family and social class.

7. This discipline on which consumer researchers draw focuses on cultures and differences among cultures.

8. These are temporary circumstances that affect consumer purchase decisions.

9. In the case of situational influences, this refers to the fact that the person and the occasion for which we are buying something influence our purchase decisions.

10. According to the simple model of consumer decision making, reference groups, family, social class, culture, and subculture are among the _____ on buyer behavior.

11. According to the simple model of consumer decision making, motivation, personality trait, perception, and attitudes are among the _____ on buyer behavior.

12. According to the simple model of consumer decision making, advertising, buzz agents, customized messages, social media, and word-of-mouth are examples of ____.

13. This discipline on which consumer researchers draw focuses on behavior in small groups and helps consumer researchers to understand issues such as opinion leadership, diffusion of innovations, and communication.

14. In the case of situational influences, ______ are consumer mood states or physiological state (for example, hunger, thirst) that influence consumer decision-making.

15. The selection of one or more segments by a marketer to serve.

16. Developing a distinct image for a brand in the mind of consumers.

17. This is an effort by a marketer to change the existing perception that consumers have of a brand.

19. ___ segmentation involves segmenting based on variables such as urban, rural, suburb, state, cities, counties, and regions.

20. ____ segmentation is based on variables such as consumersâ lifestyles as indicated by their activities, interests, and opinions.

21. This criterion for effective targeting says that marketers should have some way of deciding which consumers fall into which segments.

22. This criterion for effective targeting says that marketers should be able to reach segments with appropriate media and distribution channels.

23. This is the most popular segmentation system combining lifestyles and values of consumers.

24. This household segmentation model is based on a combination of geographic and demographic information and the principle that âBirds of a feather flock together.â

25. ______ is defined as âsending consumers personalized and prompt offers and promotional messages designed to reach the right consumers and deliver to them highly relevant messages at the right time and more accurately than when using conventional segmentation techniques.â

Terms

A. Positioning

B. Accessibility

C. Anthropology

D. Situational influences

E. Consumption situation

F. Task definition

G. Identification

H. Marketing-oriented

I. Targeting

J. Psychographic

K. Marketing myopia

L. PRIZM

M. Interactive and novel communication channels

N. Sociology

O. Demographic

P. Purchase situation

Q. Behavioral targeting

R. Antecedent states

S. Communication sources

T. Geographic

U. Sociocultural influences

V. VALS

W. Psychological influences

X. Social psychology

Y. Repositioning

Match the definitions or complete the statements in the first part of the quiz with the appropriate terms found in the second part.

Definitions/Statements

1. _____ refers to marketersâ focus on a product rather than on the needs of the market.

2. _____ companies do not try to persuade consumers to buy what the firm has already produced, but rather to produce only products that they know they can sell, thereby satisfying consumersâ needs and turning them into loyal customers. 3. The impact of technology on buyer behavior relates to factors such as ____; the use of technology to engage customers and build relationships; customization of products and promotional messages; and better prices and distribution.