COMM 223 Study Guide - Midterm Guide: Selective Exposure Theory, Market Structure, Cognitive Dissonance

• School: Concordia University
• Department: Commerce
• Course: COMM 223
• Professor: Robby D.Saks

Document Summary

Success begins with understanding customer needs and motivations. Gopro for example, knows that they don"t just sell cameras, but they enable customers to share important moments and emotions. How to wrap technology beautifully around human needs so that it matters to people. Consumer buyer behavior: the buying behavior of final consumers-individuals and households that buy good and services for personal consumption. Consumer market: all the individuals and households that buy or acquire goods and services for personal consumption. North american consumer market consists of more than 345 million people. Our goal is to create marketing programs which trigger desired behavior. Cultural: the set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions. Each culture contains smaller subcultures: group of people with shared value systems based on common life experiences and situations. It can include nationalities, religions, racial groups, and geographic regions.