COMM 362 Chapter Notes - Chapter 10: Advertising Campaign, Interpersonal Attraction, Pressure Cooking
Document Summary
12/10/2015 1:19:00 am: relationship marketing: based on building strong experiences with loyal customers to foster relationships. Situational effects on consumer behaviour: consumption situation: contextual factors over and above characteristics of the person and the product, behavioural, perceptual, situational self-image. Economic time: time: resource that must be divided among activities, priorities determine time-style, time poverty: pressed for time than ever, polychronic activity: consumers do more than one thing at a time. E-commerce: clicks vs. bricks: provide extra value to consumers, pretailer: provides exclusives styles by prodding manufacturers to produce runway pieces they wouldn"t otherwise make, online shoppers value: Add to cart" right away: product description, imagery, details, one checkout page, mix and match images. Store image: different personalities, may be crucial part of shopping experience, consumers evaluate stores based on specific attributes, a global evaluation, or gestalt. The shifting retail landscape: for examples, drug stores becoming corner stores.
