MGMA01H3 Chapter Notes - Chapter 6: Operant Conditioning, Selective Exposure Theory, Abraham Maslow
Document Summary
The study of human consumption which involves the acquisition, usage, and nature of goods, services and ideas. It focuses on the satisfaction of goals, desires and needs. It is important to study their behavior because to achieve organizational goals we need to determine the needs and wants of target customers and deliver the desired satisfaction effectively and efficiently than competitors. The environment: marketing stimuli (4p) and other stimuli (economic, technological, cultural) Buyer responses (product choice, supplier choice, order quantities, delivery times, payment) Culture: set of basic values, perceptions, wants and behaviors learned by the people around us and other institutions while growing up. Marketers try to spot culture shifts to discover new products that may be wanted. Subculture: group of people with shared value systems based on common life experiences and situations. They also make up market segments and the 4 important groups in canada are:
