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| he behavior tat consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs. |
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| Assumes that consumers are mostly interested in product availability at low prices; its implicit marketing objectives are cheap, efficient production and intensive distribution. |
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| consumers will buy the product that offers them the highest quality, the best performance, and the most features |
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| Evolution from the marketing and production concepts, in which a marketer’s primary focus is selling the product(s) that it has unilaterally decided to produce. Consumers are unlikely to purchase unless they are aggressively persuaded to do so |
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| Make what you can sell, Focus on the Buyer’s needs |
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Two Kinds
* Positivist Approach (Quantitative)
* Interpretivist Approach (Qualitative) |
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| process of dividing a market into subset of consumers with common needs |
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| Selection of one or more of the segment identified for the company to pursue |
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| Development of a distinct product or service in the mind of the consumer and image that will differentiate the offer from competing ones |
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The Four P's
Product
Price
Place
Promotion |
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| Ratio between customers perceived benefits and the cost to obtain them |
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| Individuals perception of the performance of the product, or service in relation to his or her expectations |
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| Providing continuous value to customers so they will stat with the company, rather than switch to a competitor |
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| Digital Technology impact |
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| Enables marketers to adapted more quickly and efficiently to consumers need |
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| Marketers adhere to the principles of social responsibility in the marketing of their goods/services |
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# Input Stage:
* influences the consumer’s recognition of a product need and consists of two major sources of information: the firm’s effort and external influences
# Process Stage:
* Focuses on how consumers make decisions
# Output Stage
* Purchase behavior and Postpurchase behavior |
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| marketers learn that the best way to understand the relationship between people and products is to watch them buy and use the product. |
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* Controlled Experiment
* Test Marketing |
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| Personal Interview, Mail, Telephone, Online |
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| Data available from research companies |
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# Defining the objectives of the research
# Collecting and evaluating secondary data
# Designing a primary research study Collecting primary data
# Analyzing data
# Preparing report findings |
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| Paid for recording media viewing or purchasing decisions |
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| Electronic device to record customer response or behavior to marketing stimulus |
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| Device that monitors respondents patterns of information processing |
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| only some variables are manipulated while all others are kept constant |
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| prior to launching a new product elements are manipulated to predict sales. |
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| 30 min. to hour non structured interview |
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| designed to tap the underling motives of individuals |
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| using two types of segmentation |
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| market is divided by location |
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| market is divided by age sex education etc |
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| measures consumers interests and activities and opinions |
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| cultural and heritage division |
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| user related segmentation |
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| consumers in terms of product service or brand usage |
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| idea the occasion or situation will determine what they will consume |
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| based on the kinds of benefits consumers seek in a product |
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| Criteria For effective segmentation: Identification |
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| Size, stable or growing? Accessible in terms of media and cost |
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| The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world |
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# Sensation
Absolute Threshold
Differential Threshold
Subliminal Perception |
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| The immediate and direct response of the sensory organs to |
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| *The lowest level at which an individual can experience a sensation* |
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| Differential Threshold (J.N.D: Just-Noticeable-Difference) |
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| The Minimal difference that can be detected between two similar stimuli* |
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# timuli that are too weak or too brief to be consciously seen or heard may nevertheless be strong enough to be perceived by one or more receptor cells.
* Embedded visual images and Hidden sounds |
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* Nature of Stimulus:
o Physical attributes, packaging, brand, advertisements, position, etc
o Contrast!
* Expectations:
o People see what they expect to see, and what they expect to see is based on familiarity, previous experience, and preconditioned set (expectations)
* Motives:
o If someone is thinking about buying a car they will notice car ads on TV |
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| * consumers seek out ads they like |
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| # Heightened awareness when stimuli meet their needs |
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| Screening out of stimuli which are threatening |
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| Consumers avoid being bombarded by: |
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| Perceptual Organization: Figure and Ground |
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* Marketer presents the ad that stresses Figure (the product) over ground (the hazy, continuous background)
* Consumers tend to group stimuli |
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| Perceptual Organization Grouping |
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* Individuals tend to group stimuli so that they form a unified picture or impression. The perception of stimuli as groups of information, rather than as discrete bits of information, facilitates their memory and recall.
* Schema is the organized collection of beliefs and feelings |
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| Perceptual Organization Closure |
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Definition
* Have a need for completion
* Organize their perceptions so that they form a complete picture
* If stimulus is not complete, the person will subconsciously complete the stimulus. |
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| the process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior |
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| acts as a spur to learning |
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| the stimuli that give direction to these motives |
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| how individuals react to a drive or cue – how they behave |
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| increases the likelihood that a specific response will occur in the future as the result of particular cues or stim |
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| # A behavioral learning theory according to which a stimulus is paired with another stimulus that elicits a known response that serves to produce the same response when used alone. |
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* Increases the association between the conditioned and unconditioned stimulus
* Slows the pace of forgetting
* Advertising wear out is a problem |
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* Having the same response to slightly different stimuli
* Helps “me-too” products to succeed
* Useful in product extensions |
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# Selection of a specific stimulus from similar stimuli
# This discrimination is the basis of positioning which looks for unique ways to fill needs |
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| Instrumental Conditioning |
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| # A behavioral theory of learning based on a trial-and-error process, with habits forced as the result of positive experiences (reinforcement) resulting from certain responses or behaviors |
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| positive reinforcement before the behavior (preliminary discounts) |
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| Massed vs. Distributed Learning |
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* Massed: learning schedule bunched up all at once
* Distributed: Learning schedule spread out over a period of time. |
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| Observational (Modeling/ Vicarious) Learning Theory |
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| # A process by which individuals observe how others behave in response to certain stimuli and reinforcements. Also known as modeling or vicarious learning. |
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| Cognitive Learning Theories |
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| # Def: Holds that the kind of learning most characteristic of human beings is problem solving, which enables individuals to gain some control over their environment. |
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* Relates to cognitive ability and the complexity of the information
* Individuals differ in imagery – their ability to form mental images which influences recall |
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| consumers involvement with products and purchases , high and Low |
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| Recognition/Recall consumer learning |
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| Test conducted to see where consumers remember seeing an ad and what it said |
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| Cognitive response to advertising |
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Definition
| Measure consumers actively comprehend the intended advertising message |
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