Management and Organizational Studies 3321 Lecture Notes - Lecture 1: Marketing, Psychographic, Consumerism

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3321
• Professor: Scott Connors

Document Summary

The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences, to satisfy needs and desires. Consumers" emotional, mental, and behavioural responses to marketing activities. Consumer behaviour is the study of consumption, including its antecedents. The person who buys goods and services for his or her own use, for household use, for a family member, or a friend. Business, government agency, or other institution (pro t or non pro t) Product orientation: a good product will sell itself. Sales orientation: when marketing is only a part of the sales function of the rm. Focus on understanding and meeting the needs of customers. Pro t motive: to increase the success of the business. Understanding the consumer is the only way to develop products and services to satisfy their needs. Demographics: age, income, gender, marital status, children. Behaviour: bene ts sought, rate of use, occasion, loyalty, ability to pay.