MARK312 Lecture Notes - Lecture 1: Mythbusters, Subliminal Stimuli, Consumer Behaviour

• School: University of Alberta
• Department: Marketing
• Course: MARK312
• Professor: Jim Swaffield

Document Summary

Ov v mark 320 - lecture 1 & 2 summary. If we build marketing plans based on myths we are doomed to fail. 1: most of what people believe about marketing and advertising is based on myth, we need to think many turtles deep, knowledge/beliefs. Lecture 1 - introduction to consumer behavior: consumer behavior defined: The study of consumer behavior enables marketers to understand and predict how consumers will behave in the market place. 3. 1 the firm"s marketing efforts (product design, promotion strategy, price, and distribution strategy). 3. 2 social and cultural forces (family, reference groups, social class, culture and subculture). 3. 3 individual psychological and biological characteristics. (instincts, personal motivations, Perception, personality, attitudes, hormones and neurotransmitters): fundamental principle of consumer behavior: all behavior is motivated behavior. 4. 1 consumer behavior is motivated behavior aimed at achieving particular goals (functional, physical, psychological needs).