MKTG 311 Lecture Notes - Lecture 11: Status Quo Bias, Disconnector, Marketing Myopia
26 Sep 2016
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An undifferentiated marketing strategy: ais also known as a concentrated marketing strategy. bis efficient from a production point of view. cbenefits from the control and efficiency of short production runs. dinvolves developing different marketing mixes for different segments. Marketing myopia: failure to recognize scope of business. Eager sellers and stony buyers: understanding the psychology of new product adoption. Eager sellers many ppl who sell their product over value it and think that ppl are eager to buy it , so they don"t understand why ppl don"t want to buy it. Sony buyers over value current product and don"t think it"s worth it to make the switch. Disconnect btwn what the company thinks the new product is about and what consumer thinks the new product is about. Low behavior change, low product change = easy sell, products become similar, problematic factor of imitation. High product change, low behavior change = smash hits, ex.
