MKTG 341 Lecture Notes - Lecture 4: Consumer Privacy, Proquest, Cognitive Dissonance

• School: University of Calgary
• Department: Marketing
• Course: MKTG 341
• Professor: Xianfang Zeng

Document Summary

Shape consumer wants: learned from family & other institutions. Social class: relatively permanent & ordered divisions in a society whose members share similar values, interests, & behaviours. Develop new products through predicting & tailoring to cultural shifts. Include ethnic themes & cross-cultural perspectives within a brand"s mainstream marketing: appeal to consumer similarities across subcultures. People within a given social class how similar buying behaviour. Groups: membership reference groups, aspirational reference groups, dissociative reference groups. Influential or leading adopters, who have special skills, knowledge, personality, or other characteristics. Creative positive conversations about brands: word-of-mouth is more influential than commercial sources. Identify & reach opinion leaders: buzz marketing: enlisting brand ambassadors to generate buzz for brands. Establish online social networks: blogs, message boards, social media sites, etc. Actual self the image of oneself as one perceives. Ideal self the image of oneself as one would like to be.