MGT 3300 Lecture Notes - Lecture 26: Marketing Mix, Relate, Psychographic
Document Summary
Marketers understand that virtually all consumer behavior is learned. Thus, marketers are very interested in how they can positively affect the learning process. Learning is a change in a person"s thought processes caused by prior experience. As mentioned previously, a drive is a strong internal stimulus that encourages action to reduce/eliminate a need. Cues are stimuli in the environment that trigger a drive or response. A response is an effort to satisfy a drive. Reinforcement occurs when the response is followed by satisfaction, which reduces the drive. Marketers often try to identify positive cues or images that have positive associations from some other situation and relate them to their marketing mix. An attitude is a person"s point of view about something. They shape information processing in the consumer"s mind. Attitudes also relate to buying decisions consumers make. Green attitudes and beliefs change marketing mixes.
