MKT 300 Lecture Notes - Lecture 5: Market Structure, Gopro, Opinion Leadership
Document Summary
First stop: gopro: be a hero: reason for success technology-driven cameras with comfortable price, essential steps in customers" storytelling and emotion-sharing journeys, key to success understanding customer needs and motivations. Consumer markets and consumer buyer behavior: consumer buyer behavior. Buying behavior of final customers: consumer market. All the individuals and households that buy or acquire goods and services for personal consumption. Set of basic values, perceptions, wants, and behaviors learned by an individual from family and other important institutions: subculture. Group of people with shared value systems based on common life. Cross-cultural marketing: including ethnic themes and cross-cultural experiences and situations perspectives within a brand"s mainstream marketing: social class. Relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviors. Social factors: groups, word-of-mouth influence, opinion leader, online social networks, family, roles and status. Personal factors: age and life-cycle stage, occupation, economic situation, lifestyle, personality and self-concept. Psychological factors: motivation, perception, learning, beliefs and attitudes.
