MARK 305 Lecture Notes - Lecture 10: Pressure Cooking, Aisle, Relationship Marketing
27 Jan 2017
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Document Summary
Relationship marketing: base don building strong customer service experiences with loyal customers in ways that foster a continued relationship over time. Consumption situation: defined by contextual factors over and above characteristics about the person and the product. Situational effects can be behavioral (entertaining friends) or perceptual (being depressed or feeling pressed for time) Antecedent states purchase environment postpurchase processes. Role a person plays at any time is determined by their answer to the question. The gentleman might spend more lavishly on a date, ordering champagne instead of beer and buying flowers- things hed never do when hanging with friends, drinking beer and playing role of one of the boys . Also affected by current groups and social settings. Presence or absence of other patrons (co consumers) in a setting can function as a product attribute. Sparsely attended ball game or empty bar can be depressing sights.
