BUA 396 Lecture Notes - Lecture 1: Digital Reality, Crowdsourcing, Umbrella Brand

• School: University of Maine
• Department: Business Administration
• Course: BUA 396
• Professor: Ulusoy

Document Summary

The processes involved when individuals or groups select, purchase, use & dispose of products, services, ideas, or experiences to satisfy needs and desires. Consumer has a need & marketers need to understand. Pre-purchase how does a consumer decide what they need, best sources. How are consumers" attitudes toward products formed and changed. How do situation factors affect consumer"s purchase decision. Post-purchase does it provide pleasure or perform intended function, how is it disposed of. What determines if satisfied, will they buy it again. Don"t create a need, create awareness that needs exist and provide ways to. Want: one way that society has taught us that the need can be satisfied. The methods markets use to divide consumers up. Segmentation methods: demographics statistics that measure observable aspects of a population. Empowered consumers: easily make comparisons and are more informed. Virtual brand communities c2c e-commerce in addition to b2b and b2c, collaborative consumption.