MGMA01H3 Chapter Notes - Chapter 6: Marketing Buzz, Reference Group, Advertising Campaign
Document Summary
Prepurchase do we have the best source of. What cues do consumers use to infer which products are superior to others? (turn this to your compeiive advantages) Customers" responses, ranging from actual purchase to merely engaging in word- of-mouth communicaions about the products is the ulimate test of whether the markeing strategy is successful. Cultural factor: know buyer"s culture, subculture and social class. Basic cause if a person"s wants and behaviour, shaped by the society, family . Cultural inluences on buying behaviour may vary greatly from country to country. Marketers are always trying to spot cultural shits so as to discover new products that might be wanted/ demanded. Subcultural: smaller groups of people with shared value systems based on common life experiences and situaions, including naionaliies, religions and geographic regions. Regional subcultures: develop disincive programs for diferent regions in. Founding naions: canada has three founding naions: aboriginal peoples, the.
