MKTG 301 Lecture Notes - Lecture 6: Instant Coffee, Feel Young, Supreme Headquarters Allied Powers Europe
12 Apr 2017
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Mktg 301 lecture 6 intro to customers. In the end, the customer either buys our product or doesn"t. We want to know everything that affects their decision. 4 groups of influences: marketing mix influences. Within our control as marketers: psychological influences. Needs & motives, perception, learning/knowledge, attitudes, lifestyle: sociocultural influences. Personal influence, reference groups, family, culture, subculture, social class: situational influences. Purchase task, social surroundings, physical surroundings, temporal effects, antecedent states: the last 3 are out of our control. Needs and wants: need: occurs when a person feels deprived of basic necessities such as food, water, shelter, etc. Not related to any specific product: want: a felt need shaped by a person"s knowledge, culture and personality. As marketers our job is not to create needs. Connect customers" needs with our products: feel thirsty: need would be water, want would be coke. Marketers want customers to associate thirst to coke. Shaping wants: associating customers" needs with our products.
