STUDY IN ENGLISH

STUDY IN ENGLISH

English for Specific

Purposes Acquisition 2
Ana Radulovic, PhD
Faculty of Business, Anglistics
Singidunum University

www.study.singidunum.ac.rs
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Ana Radulovic, PhD

• aradulovic@singimail.rs
• aradulovic@singidunum.ac.rs

• Office hours:
• Fridays, 5-6 pm
• Danijelova, office on the second floor & via Microsoft Teams
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Lectures
• Fridays, 11 am, room A11

• 45 min class + 15 min break + 45 min class

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Course aims:
• Gain theoretical and practical knowledge necessary for
understanding the essence of consumer behavior in the market.

• Raise awareness of the centrality of organizational behavior to

understanding organizational functioning and effectiveness.

• Explain how models, theories and concepts relating to customer

behavior and organizational behavior can be used in practice.
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Learning outcomes
At the end of the module you will be able to:

• Identify the needs and expectations of consumers in the market

and analyse the design and delivery of the desired products or
services.
• Identify factors that are critical for individual, team and
organizational success and explain how these can be facilitated
or inhibited.
• Apply constructs, models and theories of customer behavior and
organizational behavior to real life contexts and understand their
relevance and usefulness for promoting the effectiveness of
individuals, groups and organizations.
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GRADING
Activities POINTS
Class Attendance and Participation 10
First Midterm Test (mtutor) 30
Second Midterm Test (mtutor) 30
Final Exam (mtutor) 30
TOTAL 100

Number of points < 50 Grade 5

51 – 60 points Grade 6
61 – 70 points Grade 7
71 – 80 points Grade 8
81 – 90 points Grade 9
91 – 100 points Grade 10
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You pass if…

First midterm + Second midterm +
Final exam = min. 51%

• Then your points for class attendance and

participation are added and your grade is finalized
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Tests
• Multiple choice tests via mtutor platform

• 30 questions
• 20 based on the lectures’ content
• 10 based on practical sessions’ content

• 15 minutes
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Preparing for tests

•Tests will cover only information that is available on
powerpoint slides and any class materials.

•You are encouraged to read and study relevant book

chapters:

•Schiffman, L. G., Wisenblit, J. (2017) Consumer Behavior

(10th ed.). New York: Pearson Education.
•Robbins, S. P., Judge, T. A. (2019). Organizational behavior
(18th ed.). New York: Pearson Education.
STUDY IN ENGLISH SYLLABUS

Lecture Topic Chapter Textbook

1 Technology-Driven Consumer Chapter 1: Technology-Driven Consumer Schiffman

Behavior Behaviour
2 Segmentation, Targeting, and Chapter 2: Segmentation, Targeting, and Schiffman
Positioning – Technological Aspects Positioning
3 Consumer Perception Chapter 4: Consumer Perception Schiffman

4 Consumer Attitude Formation and Chapter 6: Consumer Attitude Formation Schiffman

Change and Change
5 Reference Groups and Word of Chapter 9: Reference Groups and Word of Schiffman
Mouth Mouth
6 Consumer Research and Relevant Chapter 16: Consumer Research Schiffman
Technology
7 Marketing Ethics and Social Chapter 15: Marketing Ethics and Social Schiffman
Responsibility Responsibility
8 Organizational Behaviour, Emotions Chapter 4: Emotions and Moods Robbins
and Personality Chapter 5: Personality and Values
9 Teamwork and Group Behavior Chapter 9: Foundations of Group Robbins
Behaviour
10 Organizational Culture Chapter 16 Organizational Culture Robbins
11 Leadership (part 1) Chapter 12 Leadership Robbins
12 Leadership (part 2) Chapter 12 Leadership Robbins
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STUDY IN ENGLISH

English for Specific

Purposes
1. Technology-Driven Consumer Behavior
Ana Radulovic, PhD
aradulovic@singidunum.ac.rs

www.study.singidunum.ac.rs
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Learning Objectives

• To understand the evolution of the marketing concept, what

consumer behavior is, and the components of strategic
marketing.

• To understand how technology has benefited both marketers

and consumers.

• To understand how technology has enhanced customer

loyalty and retention.
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Marketing
Marketing is the activity, set of institutions, and processes for
creating, communicating, and delivering offerings that have
value for customers, clients, partners, and society.

Consumer Behavior
Consumer behavior is the study of consumers’ choices during
searching, evaluating, purchasing, and using products and
services that they believe would satisfy their needs.
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What Can a Car

Help Express
About its
Owner?

“Of all the emotions you can expect while driving

a Boxter, regret will never be one of them”
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Toyota Scion for buyers who:

Like to face challenge

Feel powerful
Be in control of their environment

Positioning – conveying the products benefits and image to potential or

existing customers, so that the product stands out in their minds and is not
viewed as “me too” item.
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Porche and
Toyota

• Different products
(expensive vs. affordable)
• Different target groups
(affluent buyers vs. young
buyers)
• Distinct perception in
people’s mind
• The same objective: to
persuade drivers to buy
their car
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The premise that marketing

consists of satisfying
consumers’ needs, creating
Marketing value, and retaining
customers, and that
Concept companies must produce only
those goods that they have
already determined would
satisfy consumer needs and
meet organizational goals.
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Marketing
Concept
Example
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Development of the Marketing Concept

Production
Product concept
concept

Selling
concept

Marketing concept
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• Production concept
• (Henry Ford) consumers are mostly interested in product
availability at low prices (cheap, efficient production,
intensive distribution).

• Product concept
• consumers will buy the product that offers them the
highest quality, the best performance and the most
features.

• Selling concept
• marketers’ primary focus is selling the products that they
have decided to produce. Consumers are unlikely to buy
the product unless they are aggressively persuaded to do
so.
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Marketing Myopia
• Stems from product orientation

• Short-sighted approach where companies “look in the mirror

instead of out the window”

• In other words, managers focus on the product, not the needs

it is designed to fulfill
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Marketing Concept Requirements

• Market Segmentation
• the process of dividing a market into subsets of consumers with common
needs or characteristics.

• Targeting
• selecting the segments that the company views as prospective customers
and pursuing them.

• Positioning
• the process by which a company creates a distinct image and identity for
its products, services and brands. Communicating the product’s distinct
benefits.

• Marketing Mix
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Marketing Mix (4
Ps) Product

Promoti Marketing Price

-on
Mix

Place
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Marketing Mix (4 Ps)

Product or service:
• The features, designs, brands, packaging, warranties and return
policies

Price:
• The list price including discounts, allowances, and payment
methods

Place:
• The distribution of the product or service through stores and other
outlets

Promotion:
• The advertising, sales promotion, public relations and sales efforts
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Socially responsible marketing

• The societal marketing concept requires marketers to
fulfill the needs of the target audience in ways that
improve, preserve, and enhance society’s well-being
while simultaneously meeting their business objectives.

• Some companies market potentially harmful products

• Monster Beverage Corp. – marketed caffeinated energy drinks

to children
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Socially responsible marketing

• Companies would be better off in a stronger, healthier society
• Marketers that incorporate ethical behavior and social
responsibility attract and maintain loyal customers over the
long run.

• Fast foods restaurants – sell foods with less fat

• No celebrities in alcohol and tobacco campaign
• No extremely slim models in commercials
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How does technology create value

exchange between consumers and
marketers?
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Value Exchange
• Technologies create a value exchange
• Technology makes it easier to shop and access information,
entertainment, and customized products
• Consumers pay for content with information about
themselves
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Behavioral information and targeting

• In the online world, specialized “information exchanges”

track who is interested in what through “cookies”
• A flight to Paris – flight tickets website captures this
information
• It sells it to third parties, e.g. Hilton Hotel
• Hilton then can show its ads to persons with these cookies
embedded their browsers and send them ads when they are
online
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Behavioral information and targeting

• Internet enables marketers to gather truly behavioral
data about customers
• They can observe online shopping
• Before internet – customers' self reports

• E.g., car manufacturers enable customers to design

their car online
• They can easily determine:
• Which colors, features, accessories are most popular
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• A promotional strategy that

consists of tracking and
Cross- targeting users across their
computers, mobile phones,
Screen and tablets, and sending
them personalized ads
Marketing based on their interests, as
observed by marketers.
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Interactive and novel

communication channels
• Electronic communications enables a two-way interactive exchange

• Consumer instantly react to marketers’ messages by clicking on links

within website or leaving them

• Marketers measure effectiveness of their promotional messages

instantly instead of relying on delayed feedback

• e,.g., TV cable companies allow consumers to select only the

commercials they like to see using their remote controls
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Promotional messages designed

by the consumers themselves
• For one Super Bowl, Audi posted three versions of
its ad on YouTubeAudi.com
• It invited consumers to select which ending should
air

• Ford Motor’s Lincoln brand started a Twitter

campaign that asked people to tweet their most
memorable road-trip stories
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Technological innovations alter

marketing strategies
• Consumer can now skip ads using advance time-
shifting and recording devices
• Marketers responded by embedding promotional
messages directly into TV shows
• E.g. Several department stores became part of a
new reality TV show entitled Fashion Star
• Eroding value of traditional TV advertising
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New software technologies

• Enable marketers to identify when a mobile user is the

same person as a desktop user.
• Enable advertisers to “push” ads to mobile phones
based on consumer’s Internet surfing interests
• In one year, mobile ads in the USA grew from $1.5
billion to $4.1 billion
• Broadcast of MTV Video Music Awards
• A celebrity appeared in a commercial for Pepsi
• At the same time, anyone looking at MTV website or mobile
application saw interactive adds for Pepsi
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Customizing products and

promotional messages
• E.g. Nike’s website – customers can choose among many
models of sneakers in different price ranges, customize
the shoe using several colors and features and put a
personal ID on each shoe

• Online drugstore may vary initial display that returning

customers see when they revisit the store
• Buyers who preferred national brands will see a display
arranged by brand
• Buyers who bought products on sale will see a display
categorized by brands and discounted products
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Better prices and distribution

• Internet allows consumers to compare prices more
effectively than ever before
• While browsing in department stores, they use mobiles
to compare prices
• Some stores are creating personal touches that feature
gadgets rather than a doting sales staff
• Shoppers use touchpad to personalize the lighting and
music in dressing rooms
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Better distribution
• Distribution strategies are improving
• Amazon has installed large metal cabinets, Amazon
Lockers, in grocery, convenience stores and drugstores
that function like virtual doormen
• Several retailers are developing mobile-payment
systems
• Some websites direct readers to buy clothing
accessories directly from numerous retailers

www.net-a-porter.com/
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Successful Relationships (1 of 3)
Value, Satisfaction, and • Defined as the ratio
Retention between the customer’s
• Customer Value perceived benefits and the
resources used to obtain
• Customer Satisfaction those benefits
• Customer Retention • Perceived value is relative
and subjective
• Developing a value
proposition is critical
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Successful Relationships (2 of 3)
Value, Satisfaction, and • The individual's perception of
Retention the performance of the product
or service in relation to his or
• Customer Value her expectations.
• Customer Satisfaction • Customer groups based on
• Customer Retention loyalty include loyalists,
apostles, defectors, terrorists,
hostages, and mercenaries
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Customer groups based on loyalty

• When customers are highly satisfied, they can become loyalists
who continue to purchase or apostles, who provide very
positive word-of-mouth.
• When customers are disappointed, they can become defectors
and move to the competition or terrorists, who spread
negative word-of-mouth.
• Some dissatisfied customers become hostages and stay with
the company but are very unhappy.
• Mercenaries are satisfied but are not really considered loyal
and will move from company to company.
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Successful Relationships (3 of 3)
Value, Satisfaction, and • The objective of providing
Retention value is to retain highly satisfied
customers.
• Customer Value
• Loyal customers are key
• Customer Satisfaction
– They buy more products
• Customer Retention – They are less price sensitive
– Servicing them is cheaper
– They spread positive word
of mouth
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Customer Relationships
For Discussion:

• Provide examples where brands used technology to engage

consumers/enhance customer relationships.
• Provide examples where technology was used to add value to
the consumer.
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Examples
• Proctor & Gamble – company’s website provides
information on how to use product more effectively
• Amazon send personalized e-mails to previous
buyers announcing newly published books
• Online teaching platforms enhance classroom
learning and students’ experience
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Forms of Engagement
• Emotional Bonds
• Personal commitment and attachment
• Social media attempts to get consumers to engage
emotionally with products and brands

• Transactional Bonds
• Mechanics and structures that facilitate exchanges between
consumers and sellers
• Factors like assortment and transaction ease could shape
the relationship
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