COMM313 Lecture Notes - Lecture 5: Albert Bandura, Normative Social Influence, Cognitive Dissonance

• School: University of Delaware
• Department: Communication
• Course: COMM313
• Professor: Lapenta Dante

Document Summary

Marketers must comprehend the important relationship between the product and the marketplace. The perception of inequity is more likely if the costumer has little knowledge of the product. If the seller can provide the information and inspiration the buyer seeks the two may recognize potential for a perceived equal value exchange: even after exchange satisfaction remains an issue. This must occur every time costumer uses the product or they wont think they got an equal exchange. Imc is one tool used in promotional aspect of marketing. Important elements in marketing= relationship between customer"s needs and product"s need satisfying potential. Utility: the products ability to satisfy both functional needs and symbolic wants. Marketing exchanges depend on customers, markets (group of custumer) and, marketers. Market group of current customers, prospective customers, and non- customers who share a common interest, need or desire and have the money to buy.