[MKTG 322] - Midterm Exam Guide - Everything you need to know! (67 pages long)

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MKTG 322
MIDTERM EXAM
STUDY GUIDE
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MKTG 322 Lecture 3 January 25, 2017
Motivation
Gets us to do things
To process information, make effort, buy a product
Admeter USA Today (Super Bowl Commercials 2015)
Lost Dog--Budweiser (#1)
o Friendship
Like A GirlAlways (#2)
o Self-confidence, Self-esteem
Both appeal to some emotionsomething abstract
Neither show products
Most expensive commercial spots, but never actually see the product
Already know what the brands selltrying to tie product to something more
emotional
Fiat Blue Pill (#3)
o New vehicle
o Larger size
o Ladies were very attracted to the vehicleone consequence/benefit
o Social belonging, self-esteem
o Help you feel better, or achieve the goals that you want
IPhone 7
Next big thing, you want to be a part of it
Don’t want to miss out
Perceived added value to be one of the first to have it
It’s an experience, something to remember—made it something to do
Social belongingexperience, first, fomo
Have the money and the timecan afford to do it
MAO (Motivation, Ability, Opportunity)
Motivationinner state of arousal that provides energy needed to achieve a goal
Abilitythe extent to which consumers have the resources needed to make an
outcome happen (financial, cognitive)
Opportunity(to engage in behavior) can have the other two things but may not
have the opportunity to do it
Needs
Internal state of tension caused by disequilibrium
Hierarchy of Needs (Maslow) bottom to top
Self actualization (end here)self-enrichment
Egoisticprestige, self-esteem
Socialaffection, friends, association
Safetywhere you feel safe
Physiological (start here)food/sleep
Types of needs
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MKTG 322 Lecture 3 January 25, 2017
o Social (others, yourself)
o Functional (function, serves for something)
o Symbolic (symbolize how we perceive ourselves or how others see us)
o Hedonic (pleasure related)
Examples
o Method laundry detergentsay no to jugsfunctional
o Square watermelonhedonic (fun to look at), symbolic (expensive, rare),
functional (doesn’t roll around when being cut, better in fridge)
o Meet-upsocial
o Bacon Bandageshedonic, functional (is still a band aid)
o Dodge Ramfunctional, symbolic (show off)
Problem Recognition
Perceived difference between an ideal and an actual state
Two types
o Need recognitiondecrease in actual state
Ex) running out of milk
o Opportunity recognitionincrease in ideal state
Tried chocolate milk and did not know milk could be that good
If ideal state and actual state are balanced you have no problems
If actual state drops we have a need recognition
If actual state stays and ideal raises we have opportunity recognition
How to encourage problem recognition
o Actual state
Influencing perceptions of way things are
Change ways currently are
Ex) tums “4 out of 5 women don’t get enough calcium)
o Creating dissatisfaction with an actual state
Ex) is your condo feeling cramped
o Ideal State
Influence perceptions of ideal state
o Change aspirations
Ex) Summer in Hamptons, winter in aspen, life in Ritz Carlton
o Change perceived plausibility
Ex) Hanestagless shirtsdissatisfaction with your current state,
change perception of opportunity, it’s possible to have non-itchy
tagless shirt
Uberseize (The Onionsatirical)
Take driver and throw them outcar is yours
Uber disrupts the transportation world
Goals
A desired end state or outcome
Sort of like needs, but tend to be more specific
Many different types
Consciouspeople are fully cognizant of the goals underlying their behavior
aware and actually pursuing
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