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Management and Organizational Studies 1021A/B Chapter 3: MOS 1021 Consumer Behaviour Chapter 3 Summary

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School
Western University
Department
Management and Organizational Studies
Course
Management and Organizational Studies 1021A/B
Professor
James O' Brian

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MOS 1021A/B Full Course Notes
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MOS 1021A/B Full Course Notes
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Document Summary

Information sources (including internet: media used by consumers and mass media, social activities, product use, salespeople, word of mouth, event marketing. Determine which communications programs best serve clients & which combination of tools will bring greatest roi. Internet is central to marketing communications programs internationally. Internet is playing a more important role with aging consumers. Recommendations from friends & family are most influential (22% more than tv) Tv ads are 20% more influential in asia than in north america. Need to understand consumers clearly to allocate marketing resources effectively & efficiently. Create databases of info to effectively evaluate impact of marketing programs. Effective marketers keep an eye on target market & work to understand & satisfy wants & needs. Stages a buyer passes through when making choices about which products/services to buy: problem recognition. Perceiving a difference between have & want/need big enough to do something. Ads trigger decision process by showing shortcomings of competing products.

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Related Questions

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