2023-02-14

ADM 3321 – Consumer Behaviour

Chapters & Topics

• Chapter 1 Overview of Marketing
• Chapter 2 Developing marketing Strategies
• Chapter 3 Analyzing the Marketing environment
• Chapter 4 Consumer Behaviour
• Chapter 5 Business to Business Marketing
• Chapter 6 Segmentation, targeting and Positioning
• Chapter 7 Marketing Research
• Chapter 8 Developing New Products
• Chapter 9: Product Branding and Packaging

• MODULES: 1 through 7

Module 1: Introduction

• Marketing is not selling

• Marketing creates mutually satisfying product
exchange relationships.
• Marketing view of what is a “product”.
• Where are we now in marketing? Relationships,
technology, knowledge and dialogue.

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Module 2: Relationship
marketing
• Marketing Strategy: Two: types:
1. Corporate marketing strategy
– Vision, mission, SBU analysis, corporate
positioning and branding
– GE and BCG approach to portfolio analysis
2. Product level marketing planning
– Segmentation, targeting, positioning, the
4Ps; the big picture
– Marketing myopia

Module 3: Environmental
Analysis
• (uncontrollable variables)…
• Legal (Sherman, Clayton, Competition Act):
• Purpose of Competition Act
• Problems with Sherman Act: monopolies
• Why are monopolies tolerated
• Changing demographics of Canada
• Cultural environment
• What is culture?
• Cultural dimensions
• Technological: Three miracles+ TFP
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Module 4: Marketing Research

– Primary and Secondary Research
– Descriptive research (surveys, focus groups, observations)
• Surveys: Generalizability/external validity (non-response
bias, sampling error), internal validity (aka “measurement
error) .
• Focus groups, observational methods, competitive
intelligence etc.
– Causal methods (interaction effect, causality,
spurious relationships)
– New research technologies
– Competitive intelligence
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Module 5 Consumer Behaviour

• Consumer behaviour
– Different models
• Economic, Social, Psycho-analytic and Comprrehensive (or
Behavioural)
– The Decision making process
• EPS, LPS and RRB
• Cohiba case study + The Trade Mark Act of
Canada

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Determinant Attributes
Many beliefs about Tide Determinant Attributes about Tide Attitude

Tide is sold everywhere

Tide is a famous brand
Tide has a nice packaging
Tide is an American product Tide is a famous brand
Tide smells good Tide is efficient
Tide guarantees satisfaction Tide is expensive Attitude
Tide is expensive Tide has a recyclable packaging towards Tide
Tide has a recyclable packaging Tide protects colors
Tide’s ads are annoying
Tide protects colors
Tide is a nice brand name
Tide cleans well

Module 6 : STP
• Segmentation Targeting and Positioning
– Meaning of segmentation
– What is “psychographics”?
– Key segmentation variables
– What is “targeting”?
– Criteria for segmentation?
– Positioning and how its done
– What are determinant attributes?
• Targeting, segmentation and positioning
– Importance of psychographic segmentation and
segmentation variables
– Positioning maps and determinant attributes
– Segmentation in the brokerage industry
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Module 7: Product
Strategy/New Products
• What is a product?
– Product Mix: Depth, width and line
• Product Life Cycles
• Importance of branding
• Cohiba again
• Why is “traditional test marketing” so unpopular?
• What is a new product?
– Innovation – three types
– Why do so many new products fail?
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Midterm Exam 2320N

Feburary27, 7.00 to 9.00 PM
Brightspace/Zoom
Enter Zoom no later than 6.50 PM and
proceed to Brightspace after I tell you
to do so.
Exam is worth 25% of final grade
Part one contains 30 multiple choice
questions (10%)
Part two contains two or three questions
(15%) 10

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• SECTION 1: You must any 4 out of 5

questions. Each question is worth 5%
of your mark. (Total 20%)

• SECTION 2: You must answer all 40 or

45 questions for a total of 15%.

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ADM 3321 – Consumer Behaviour Advice

• Manage your time carefully

– Don’t spend more than 2 minute on a multiple
choice question
• Protect your answers from the prying eyes of
desperate, pathetic cheaters
– Cover your answer sheets
– Don’t write answers in margins
• Use your best handwriting
– “I can’t grade it if I can’t read it”

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Logistical Details
ADM 3321 – Consumer Behaviour

• Login 10 mins early.

• NO DICTIONARIES
(ask invigilator or
myself for
clarification)
• No calculators, cell
phones, PDAs or
other electronic
devices.

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