Professional Documents
Culture Documents
Lecture Power Point Slides
Lecture Power Point Slides
Individuals or groups acquiring, using and disposing of products, services, ideas, or experiences Includes search for information and actual purchase Includes an understanding of consumer thoughts, feelings, and actions
Acquisition
Consumption
Disposal
Contributing Disciplines
To stay in business by attracting and retaining customers To benefit from understanding consumer problems To establish competitive advantage because it is interesting!
Typically, attention of marketers has focused on acquisition as the critical phase Only recently has more attention been given to include the full circle and the links between its elements
Disposal to acquisition Disposal to production Disposal to consumption Production to consumption Acquisition to consumption Acquisition to disposal
Consumer Research
The systematic and objective process of gathering, recording, and analyzing data for aid in understanding and predicting consumer thoughts, feelings, and behaviors. In a global environment, research has become truly international.
Basic Research
To expand knowledge about consumers in general When a decision must be made about a real-life problem
Applied Research
Defining the Problem and Project Scope The Research Approach The Research Design Data Collection Data Analysis and Interpretation Report
Production Concept Product Concept Selling Concept Marketing Concept Societal Marketing Concept
Production Concept
They will buy as long as the product is available and affordable. Model T: You can have any color as long as it s black. Demand higher than supply Non-competitive product cost
Product Concept
We have to have the best quality and the most features and they will buy.
Consumers might Consumers might best quality Consumers might quality difference Consumers might
not care about quality not be willing to pay for the not be able to discern prefer simplicity
Selling Concept
We have to sell to them or else they won t buy. Introductory stages of product life cycle Unsought goods
Marketing Concept
Focus on marketing
Creating mutually rewarding exchange relationships Consumer needs and wants have priority They will buy if you fulfill their needs better than the competition.
View of consumers:
Same as Marketing Concept plus an added concern for the well-being of society
Exploratory Research
Exploratory Research
Insights and Ideas Precision: Specific Hypotheses Establishment of Priorities Increase of Familiarity with Problem Clarification of Concepts
Descriptive Research
Description of Characteristics of a Certain Group Estimation of the Proportion of People in a Specified Population who Behave in a Certain Way Specific Predictions
Descriptive Research
Longitudinal Studies
Cross-Sectional Analysis
Brand Switching Analysis Collecting Classification Information Compensation for Participation/Time Accuracy Reduced Interaction Bias
Causal Research
Specific Definition of the Market Satisfaction of Consumer Needs Meeting Changing Market Demands Assessment of Competitive Strengths and Weaknesses Efficient Allocation of Marketing Resources Precise Setting of Marketing Objectives
Positioning Repositioning Competitive positioning New market opportunities/niches Positioning of multiple brands
Usage Segmentation
New Need Circumstances New Want Circumstances New Product Opportunities Purchase of Other Products
Incidental Learning
Internal only
loyalty impulse
Purchasing Process
Post-purchase Behavior
Motivation
Definition Categories of Needs Arousal of Motives Motive Structuring Motive Conflict Motivation Theories
Motivation Theories
Freudian Theory
Basic Principles
Projective Techniques
Word Association Sentence Completion Cartoon Test Thematic Apperception Test (TAT) Rorschach Test (inkblots)
Perception
Selection
Internal Factor
External Factors
Attitudes Expectations Motives Attention Span Perceptual Defense Perceptual Vigilance Adaptation Perceptual Blocking
Organization
Interpretation
Physical Appearance Stereotypes Irrelevant Cues First Impressions Jumping to Conclusions Halo Effect
Learning
Learning Theories
Marketing Applications
Classical Conditioning
Marketing Applications
Instrumental Conditioning
Intermittent Continuous
Involvement
Communication
Sender
Source Credibility
Consumer forget the source of the message faster than the message itself. Over time, high-credibility sources lose power to change attitudes. Over time, low-credibility sources gain power to change attitudes. High-credibility sources need to reinstate message. Low-credibility sources should not reinstate message.
Message
Size, Color, Position Order of Presentation Humor Agony Advertising Content Fear Appeals (moderate!) Audience Participation
Order of Presentation
Climax order Anticlimax order Pyramidal order What works best, depends on consumer involvement.
Receiver
Cultural Dynamics
Material Culture Social Institutions Humans and the Universe Aesthetics Language
Culture Defined
The sum total of knowledge, beliefs, art, morals, laws, customs, and any other capabilities and habits required by humans as members of society. The distinctive way of life of a group of people, their complete design for living, a mosaic of human life.
Subculture
Types of Subcultures
Stages of Acculturation
Social Groups
Types of Groups
Primary and secondary Formal and informal Membership and symbolic In and out
Group Properties
Power
Reference Groups