MKT 100 Lecture Notes - Lecture 4: Social Class, Personal Selling, Kijiji

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Gennadi Gevorgyan

Document Summary

How we assess alternatives in the decision making process. What has been learned can be unlearned. Influence consumers to develop strong, positive attitudes towards the company, brand, and/or product. Difficult to change the attitudes of consumers: socio-cultural. Impacted opinion leaders whom we turn to for advice. Lifestyles dictates the types of products you may be interested in. Toronto is the most multicultural city in the world. Marketing can change according the various cultures and associated beliefs and customs that they follow: situational. Marketers remind customers and create awareness in order to create a need to purchase. Consumer creates a list of alternatives for a certain brand of a product: alternative evaluation. Consumers have to develop a set of criteria to evaluate products: purchase. From whom, to buy and when to buy must be considered: post-purchase anxiety. Can also be known as cognitive dissonance. Attitudes and behaviours have to be in sync. Types of decision-making: extended problem solving.