MARKETING LESSON

Team 1
 THE POWER OF SENSORY MARKETING

Sensory marketing is an application of the

understanding of sensation and perception to
the field of marketing.
Example
Also known as "Marketing that engages the
Many hotels, retailers, and other service establishments
consumers’ senses and affects their
use signature scents to set a mood and distinguish
perception, judgment and behavior.”
themselves.
Touch Harley-Davidson trademarking its distinctive engine
Smell roar.
Sound Packaging, companies finding shapes that are pleasing
Taste to the touch, and in food advertising, visual and verbal
Vision depictions try to tantalize consumers’ taste buds.
LESSON FOR THE DAY
CONCEPTS AND DEFINITIONS
Get the ball rolling by introducing the lesson's key
concepts and its corresponding definitions.
Duplicate this page as many times as needed to
give you more space for discussion. Pair the
concepts and definitions with relevant images too
for a more visualized presentation of the lesson.
 KEY PSYCHOLOGICAL PROCESSES
1-PERCEPTION
Selective Selective Selective Subliminal
Attention Retention Distortion Perception
2-MOTIVATION
MASLOW'S HERZBERG'S
FREUDS
HEIRACHY OF TWO FACTOR
THEORY
NEEDS THEORY

Behavior is Behavior is Behavior is

guided by driven by guided by
subconscious lowest, motivating and
motivations unmet hygiene factors
needs
 STAGES IN THE BUSINESS BUYING PROCESS

Problem Need Product

Recognition Description Specification
The company
Next, the buyer The buying
recognizes a
determines the organization
problem or
needed item’s now develops
need that can
general the item’s
be met by
characteristics technical
acquiring a
and required specifications.
good or
quantity.
service.
 STAGES IN THE BUSINESS BUYING PROCESS
Supplier Proposal Supplier
Search Solicitation Selection
The buyer invites The buying
TThe buyer next
qualified center will
tries to identify suppliers to specify and rank
the most submit written
desired supplier
appropriate proposals. After
attributes and
suppliers evaluating them,
based on this a
through various few suppliers are
invited for formal supplier is
sources selected
presentation
EXERCISE
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allotted for this.

Individual exercises extend a student’s grasp of the

lesson. It allows them to synthesize on their own and
think of ways they can apply their new learnings in real
life. Duplicate this page as many times as needed to give
you more space for discussion.
 Question 2: Write the question you want to ask

WORKSHEET your students and allot space for the answers.

Answer 2:

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here. You can also put in the
amount of time allotted for this.

Question 1: Write the question you want to ask Question 3: Write the question you want to ask
your students and allot space for the answers. your students and allot space for the answers.

Answer 1: Answer 3:
 ACTIVITY TIME
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Like seatworks, student-led activities that can be done by pairs or by group widen their grasp
and interpretation of the lesson. Be creative with the activity. Duplicate this page as many
times as needed to give you more space for discussion.
 Behaviour Decision Theory & Behaviour
Economics

Behavioral decision theory is a descriptive psychological theory of human judgment,

decision-making, and behavior that can be applied to political science. Behavioral
decision theory is closely related to behavioral economics and behavioral finance.dd
a little bit of body text.

Behavioral decision theorists have identified many situations in which consumers

make seemingly irrational choices.
Selected Behavioural Decision Theory Findings

Consumer Choose an alternative

Consumer compare products

Choose a product currently on sale

Consumer Predictions

Consumer's Overestimation

Consumer's interpretation and evaluation from Past

Experience
 Decision
Heuristics
Availability heuristic
Representativeness heuristic
Anchoring and Adjustment heuristic
 FACTORS INFLUENCING CONSUMER
BAHVIOUR

Cultural Social Personal

Culture Reference groups Age & life-cycle stage
Sub-culture Family Occupation
Social Class Roles and statuses Lifestyle
THE BUYING
DECISION PROCESS:
THE
FIVE-STAGE MODEL
 PROBLEM RECOGNITION
Purchase: Recognition of the need.

Internal stimuli:Hunger/ Thirst

External stimuli:Advertising.

Maslow's hierarchy:
Only when a person has fulfilled the
needs at a certain stage,
He or she move to the next stage.
 INFORMATION SEARCH
Buyer's ffort: Search
Internal and
External Business Environments

Identify and observe sources of information

related to the focal buying decision.
Internal search :
Recalling past experiences with the product.

External search:
The customer seeks information from
personal sources,
commercial sources or
public sources.
EVALUATION OF ALTERNATIVES
Consumers evaluate different products/brands
- varying product attributes,
- delivery of the benefits that the customers seek

Customer's Attitude.

Involvement: evaluation process.

Attitude:
Brands attribute-evaluation procedure,
Developing a set of beliefs about where each brand stands
on each attribute.
 PURCHASE DECISION
The purchase takes place.
Final purchase decision can be disrupted by two
factors:-
1. Negative feedback
From other customers,
Level of motivation to comply or
Accept the feedback.
2.Anticipated situations

Consumer Choice :
NON-COMPENSATORY MODELS
1. Conjunctive Heuristic Ted became a Summer Blockbuster
due to strong positive word of mouth and well-conceived and
2. Lexicographic Heuristic executed social media campaign.
3. Elimination-by-Aspects Heuristic
 POST PURCHASE BEHAVIOUR
Consumers compare products with their previous
expectations Satisfied/Dissatisfied.

Affects the decision-making :

1. information search stage (knock off)
2. evaluation of alternatives stage.

Marketer's Monitor:-
1. Post Purchase Satisfaction
2. Post Purchase Actions
3. Post Purchase uses and disposal
MATERIALS NEEDED
FOR CLASS
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class. It can be a particular textbook, the accomplished
homework due for the day, or any specific materials for
the topic you're about to discuss. You can also match it
with corresponding photos or icons.
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