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MCS 2600 (65)
Chapter 1

Chapter 1 Consumer Behaviour Lecture

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Marketing and Consumer Studies
MCS 2600
Lianne Foti

CHAPTER 1 CONSUMER BEHAVIOUR MEETING CHANGESCHALLENGES No recent marketing campaign better provides a picture of how to effectively communicate with target thconsumers than Barrack Obamas campaign to become the 44 president Effectiveness comes from the integration of all types of marketing messages targeted to specific audiencesfrom employing a wide range of media toolsIt was the 1st political marketing campaign to understand voters changing media and informationseeking patterns Able to deliver a convincing messageUsing such a combo of new and traditional media reflected a realization by Obama campaigners that consumers were expanding their choice of communications vehicles and the need to better meet the newly changed media preferences of different segments of voters Able to engage largeof previously unengaged voters KDWLVRQVXPHUHKDYLRXU The behaviour consumers display in searching for purchasing using evaluating and disposing of products and services that they expect will satisfy their needsFocuses on how people make decisions on how to spend their available resources Money time effort etcWhen why what where they buy Personal Consumerbuys goods and services for hisher own use for the use of the household or as a gift Organizational ConsumerIncludes profit and noforprofit businesses government agencies local state nationalinstitutions Eg schools hospitals prisons all of which must buy productsservices in order to run their businesses RQVXPHUHKDYLRXUWKH0DUNHWLQJRQFHSW 3 philosophically different business orientations that lead up to the marketing concept Production orientation 1950s 1920sThe focus during this period was gearing up manufacturing skills in order to expand productionto make more products Focus was on perfecting the production capabilities of t
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