MATH 208 Lecture Notes - Lecture 1: Relationship Marketing, Consumer Behaviour, Psychographic

• School: Concordia University
• Department: Mathematics
• Course: MATH 208
• Professor: sanjit purdeem

Document Summary

Pre-purchase issues need recognition, information search, evaluating alternatives how to form and/or change attitudes, what cues do consumers use. Acquiring the product - stressful or pleasant? what does the purchase say about the consumer. Situational factors affecting purchase decision (time pressure, store display, lighting, music, staff ) Psychographics: differences in consumer"s personalities, attitudes, values and lifestyles. Relationship marketing: building bonds with consumers assumes a 2 way communication between the company and the consumer. Involves making an effort to interact with consumers on a regular basis, giving them reasons to maintain a bond with the company over time. (ex: starbucks, coke and facebook) Social media; online means of communication, conveyance, collaboration, and cultivation among interconnected and interdependent networks of people, communities and organizations enhanced by technological capabilities and mobility! Synchronous interaction; occur in real time i. e. (fb chat, or texting back and forth)