ADV 375 Chapter 1: Technology-Driven Consumer Behavior
Document Summary
Cars are purchased less on needs and more on finding the right car to fit their personality and characteristics. Porsche resolved price conflicts by highlighting that wants never goes away. Scion used ego and power psychology to market towards similar consumers. Marketing concept consists of satisfying consumers" needs, creating value, and retaining customers. Companies must produce only those goods that they have already determined that consumers would buy. Classico advertisement example: marketing-oriented companies don"t try to persuade consumers to buy what they"ve already produced. Produce only products that can sell by satisfying consumers" needs. Consumers are interested in product availability at low prices: objectives are cheap, efficient production and intensive distribution. Assumes that consumers will buy the product that offers them the highest quality, the best performance, and the most features. Marketing myopia focus on the product rather than the needs it will satisfy. Primary focus of marketing is selling products the company produced.