MKTG 35035 Lecture Notes - Lecture 1: Product Differentiation
2 Feb 2020
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Document Summary
Exchange of goods or services with a seller. Consumers build relationships with sellers, service providers, and brands over time. Consumers continually evaluate their satisfaction or dissatisfaction with their consumption experiences and with the quality of their relationships. If consumers are satisfied, they may become loyal. If they are dissatisfied, they may switch brands. Knowledge or information: what the consumer has learned and remembers about your brand. Processing: how the consumer thinks about and responds to your marketing messages. Perception: what the consumer thinks of when he/she thinks about your brand. Categorization: what brands the consumer thinks of as being similar to or competitors to your brand. Attitude: how much the consumer likes or dislikes your brand. Motivation: what goals the consumer is fulfilling with this consumption process. Emotions: how the consumer"s mood and feelings influence his/her consumption choices. Personality: what unique traits does the consumer have that influence his/her consumption choices.
