MGMT 105 Lecture 10: AFTER MIDTERM WK 5 THURSDAY
Document Summary
Focus on how consumption of the brand and the category is relevant to. Brand essence: laddering often used to uncover brand essence. Category essence: association of the brand to other objects that collectively. Example: anti-aging creams represent the consumers" goals. Emotional benefit: looking younger, feel more beneficial. Consumer behavior includes all consumer activities associated with the purchase, use and disposal of goods and services, including the consumer"s emotional, mental and behavioral responses that precede, determine and follow the activities. Individual: purchasing goods and services to satisfy personal needs and wants. Organizations: purchasing goods and services to produce other goods and or those of other individuals services, or resell to other organizations or individual consumers, or help manage their organizations. Purchase activities: activies thryu which consumers acquire goods ans ervices, including everthing done leading up to the purchase, such as gathering and evaluating infor about the product or service and choosing where to make the purchase.
