MKT 3411 Study Guide - Midterm Guide: Consumer Behaviour, Market Analysis, Social Marketing
Document Summary
Consumer behavior= study of consumer decision making and its impact. Regulatory policy: consumers focus on calories and serving sixe. Social marketing: using consumer behavior to influence what is good for society. Segmentation: identify product related need sets, group customers with similar needs, describe each group, select an attractive segment. Firm outcomes: product position, sales and profits, customer satisfaction. Societal outcomes: economic outcomes, physical environment outcomes, social welfare. Self-oriented: beliefs about what is desirable for individuals. Environment-oriented: beliefs about how to interact with economic, technical and physical environment. Shifts in beliefs about what is desirable (i. e. , cultural values) Individualism: competiveness, masculinity, youth, limited families, uniformity. Green washing: says product is good for the environment but it"s actually not. Cause-related marketing: ties company to an issue with gal of improving sales. Chapter 4- the changing american society: demographics and social stratification. Size, distribution and structure of a population.
