MKT 100 Lecture 5: oct. 3, 2016

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Polina Buchan

Document Summary

Underlines importance of drives and forces that trigger behaviour. Lower levels must be met before higher levels. How a person responds to a situation depending on personality traits, i. e. confidence, dominance, shyness, etc. Used when positioning products and how to develop advertising themes in regards to specific target audience and demographics: perception. Plays a role in how we assess alternatives in a decision making process. Apply filters to situations we believe are not relevant to us. Marketers try to take these filters away to let the audience see everything and not just what they believe they need to see: learning. Plays a role in every stage of buying process. One learns as a result of experience, how someone enjoyed a product or not, develops relationship between consumer and producer. We know certain stores have better prices, so marketers take this learned experience to make sure their products may be stocked there.