ADM 3321 Study Guide - Final Guide: Bismuth Subsalicylate, Ernest Dichter, Peter Drucker
3 Feb 2018
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Document Summary
Peter drucker: develop a sustainable competitive advantage. Bob lauterborn: focus on knowing your customers. Theordore levitt: focus on customer needs, importance of benefits. Sid levy: purchases are tied with their meanings and the symbols that are associated. Ernest dichter: focused on the feelings and emotions attached with purchases (buying impulse) Consumer behaviour: the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires. Example: father of the bride movie (consumer roles and goals) User: daughter: product or service performs as desired, to provide cherished moments, delivery of social and emotional benefits. Payer: father: low cost, ease of making payments, maximize buying power. Buyer: mother: looking for convenience, not too time consuming, fits within timeline. Influencer: wedding planner: ability to leverage network of contacts, there to advise bride and family, holistic thinker who organizes events based on individual decisions.
