MKT 400 Study Guide - Comprehensive Final Exam Guide - Memory, Consumer Behaviour, Web 2.0
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Published on 20 Nov 2018
School
Department
Course
Professor
MKT 400
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 ipats o osuers ad soiet (dark side of osuer
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
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➢ 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
osuer’s idividual eperiee ad 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