MKT 400 Study Guide - Comprehensive Final Exam Guide - Memory, Consumer Behaviour, Web 2.0

173 views159 pages
Published on 20 Nov 2018
Department
Course
Professor
MKT 400
Unlock document

This preview shows pages 1-3 of the document.
Unlock all 159 pages and 3 million more documents.

Already have an account? Log in
Unlock document

This preview shows pages 1-3 of the document.
Unlock all 159 pages and 3 million more documents.

Already have an account? Log in
MKT 400 Uderstadig Cosuer Behaviour
Module 1 : Introduction to Consumer Behaviour and Social Media Marketing
1. Course Administration and Logistics
2. Fundamentals of Consumer Behaviour Marketing
3. Fundamentals of Social Media in the Media Services Domain
Consumer Behaviour
Is a process:
Marketers need to understand the wants and needs of different
consumer segments
Popular culture is a product of and information for marketers
Internet has changed consumer behaviour patterns
Ethical issues that should be considered in marketing and consumer
behaviour
Negative ipats o osuers ad soiet (dark side of osuer
behaviour
Social Media Marketing
becoming intertwined with
traditional marketing
Social Media vs. Traditional Media
Social Media Value Chain Explain relationship among the Internet,
social media channels, social software and the internet-enabled
devices we use for access and participation., In what activities do
individuals participate using social media?
Web 2.0 and its defining characteristics. How does Web 2.0 add value
to Web 1.0
Major media channels associated with social media. How these
channels differentiate themselves and offer value to users
Social Software and how does it related to social media environment?
Why is social media valuable to marketers? What is social media
marketing?
Marketing objectives can organizations meet when they incorporate
social media in their marketing mix?
Consumer Behaviour
Consumer Behaviour
Study of the processes involved when individuals or groups
(consumers) select, purchase and use or dispose of products,
services, ideas or experiences to satisfy needs and desires.
Can be performed by different people.
Marketing activities exert an enormous impact on individuals.
Consume rbehaviour is relevant to our understanding of both public
policy issues (ethical marketing practices) and the dynamics of
popular culture.
The field of consumer behaviour is interdisciplinary; it is composed of
researchers from many different fields who share an interest in how
people interact in the market place
find more resources at oneclass.com
find more resources at oneclass.com
Unlock document

This preview shows pages 1-3 of the document.
Unlock all 159 pages and 3 million more documents.

Already have an account? Log in
These disciplines can be categorised by the degree of the focus
Micro : individual consumer vs.
Macro: consumer as a member of groups or a larger society.
Many perspectives in consumer behaviour, research orientation can
be divided into two approaches.
1. Positivist Perspective: Currently dominates the field and
emphasizes the objectivity of science and the consumer as a
rational decision maker
2. Interpretivist perspective: Stresses the subjective meaning of the
osuer’s idividual eperiee ad idea that a ehaviour is
subject to multiple interpretation rather than one single
explanation
Market Segmentation
Marketers need to understand the wants and needs of different
consumer segments.
This is an important aspect of consumer behaviours.
(Consumers can be segmented along many dimensions)
Product use, demographics, age, gender, psychographics and
lifestyle.
Marketers are much more attuned to the wants and needs of
different consumer groups over a long term .
Especially important as people are empowered to construct
their own consumer space assessing product information
and where and when they want it and initiating contact with
companies online instead of passively receiving marketing
communications
Consumers may be thought of as role players who need
different products to help them play their various parts.
Public Policy Issues and the
Dynamics of popular
culture
Marketing activities exert an enormous impacts on individuals.
Consumer behaviour is relevant to our understanding of both public
policy issues (ethical marketing practices) and the dynamics of
popular culture
The Web Transforming
consumer behaviour
Online commerce allows us to locate obscure products from around
the world, and consumption communities provide forums for people
to share opinion and product recommendation
Benefits are accompanied by problems such as:
Loss of privacy
Deterioration of traditional social interactions as people spend
more time online
Consumer Behaviour can also have dark side
Addictive consumption
Compulsive Consumption
Illegal Activities
Social Media Marketing Intertwined with Traditional Marketing
find more resources at oneclass.com
find more resources at oneclass.com
Unlock document

This preview shows pages 1-3 of the document.
Unlock all 159 pages and 3 million more documents.

Already have an account? Log in

Get OneClass Grade+

Unlimited access to all notes and study guides.

Grade+All Inclusive
$10 USD/m
You will be charged $120 USD upfront and auto renewed at the end of each cycle. You may cancel anytime under Payment Settings. For more information, see our Terms and Privacy.
Payments are encrypted using 256-bit SSL. Powered by Stripe.