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Lecture

MKT 400 Jan 14 – Lecture 1.docx

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Department
Marketing
Course
MKT 400
Professor
Melanie Dempsey
Semester
Winter

Description
Jan 14 – Lecture 1 Consumer Behavior ­ witness same occurrence and report seeing something different o due to outside influence o may be not forthcoming due to embarrassment o B2B and B2C ­ Exchange more than just money ­ Process Multidisciplinary (sociology, anthropology, psych, managerial, etc) ­ subcultures important and have large impact ­ ethnography becoming more important ­ MKT ask consumers what they want but may not get correct answer o Must immerse into culture to find out truth o Managerial insights:  Difficult to attain because don’t want to share reasons for success  with competition Methods of Insight into CB ­ Self Report o Focus groups  One person can take over  Domineering  Guessing ­ Observational (hidden observers) o Undercover shoppers o Videotape ­ Random Household’s garbage o Brand names will give better insight on demographic Methods of Insight into CB ­ Self report ­ Observational ­ Experimental o Don’t see a lot by mkt, more academic for theories Consumer Activism and Impact ­ adbusters ­ Culture Jamming o Social respons o Cause related mkt (CIBC run for the cure) o Green Marketing  Environmentally conscious products o Social MKT Frog Box ­ Environmentally sustainable green box for moving ­ Donate % to charity ­ Cause Marketing, Green Marketing Social MKT ­ technqies to encourage positive behaviours (increasing literacy, discourag
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