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Inhaltsvorschau
LECTURE 1: INTRODUCTION TO MARKETINGDevelopment in marketing research: from 2000 to 2023
2000 2023
- Traditional advertising - Artificial intelligence
- Branding - Augmented reality
- Customer relationship management - Customer experience
- E-commerce - Content marketing
- Direct mail - Social media marketing
- Tradeshows and events - Customer privacy and data
protection
Societal influences on marketing
- Industrial revolutions
- Psychological studies
- Commercial television, mass media
- Internet, digital revolution
- Environmental/financial climate change
- AI/Open AI
Changing definitions of marketing
- Marketing is the process of planning and executing the conception, pricing,
promotion, and distribution of goods, ideas, and services to create exchanges that
satisfy individual and organizational goals (1985)
- Marketing is an organizational function and a set of processes for creating,
communicating, and delivering value to customers and for managing customer
relationships in ways that benefit the organization and its stakeholders (2004)
- Marketing is the activity, set of institution, and processes for creating,
communicating, delivering, and exchanging offerings that have value for customer,
clients, partners, and society at large (2017)
Exchanges
3 premises: basics of marketing
1. Customer orientation: the primary focus of the organization is on the needs of the
customer
2. Organizational integration: everyone in the organization accepts and implements a
customer orientation. It is not just the responsibility of the marketing department.
3. Mutually beneficial change: balancing between the needs of the customer and the
benefits for an organization.
,Marketing and its challenges:
- Sometimes marketing does not seem to work (e.g., offline retailing, navigation
devices)
- Sometimes new successful businesses pop up that are not developed from marketing
research but from individual intuition or technological advances: (Apple)
- Marketing can be an unethical business: only looking at the customer and the
company (e.g., Philip Morris, Porsche, lachgascentrale.nl)
Marketing topics
- Global markets
- Situation assessment
o Macro, meso, micro-environment
o Consumer behavior
- Marketing strategy
o Strategical models
o Segmentation and targeting
o Positioning
- The marketing mix
o 7 Ps
- PRESTCOM (environmental factors)
,LECTURE 3: C. BEHAVIOR AND VALUES
I. PERCEPTION
Perception is the process by which people select, organize, and interpret sensory stimulation.
- Selective attention: process by which stimuli are assessed into meaningful versus non-
meaningful. Attention is caused by Motivation, Opportunity, and Ability (MOA).
o MOA examples: Cocktail party effect – selective hearing
- Selective distortion: all about marketing communication
- Selective retention: what do consumers remember?
o Needs, beliefs, interests, and values
Selective distortion
1. How fast were the cars going when they smashed into each other? (41 mph)
2. How fast were the cars going when they collided with each other? (39 mph)
3. How fast were the cars going when they bumped into each other? (38 mph)
4. How fast were the cars going when they hit each other? (34 mph)
5. How fast were the cars going when they contacted each other? (32 mph)
Example – leading questions: the way you ask a question influences the answer. Also, the
appearance of the interviewer and the knowledge of the respondent matter. When a
respondent does not know anything about the subject, they are more likely to agree.
II. LEARNING & MEMORY
The Ebbinghaus forgetting curve:
- To learn something, we must memorize it and reverse it
Associate network of memory: a set of nodes and interconnecting links where nodes
represent stored information or concepts, and links represent the strength of association
between this information or concepts.
, Learning and memory
- Availability of knowledge: recency and frequency
- Evaluative conditioning: changes in the liking of a stimulus that is due to the fact that
the stimulus has been paired with other, positive or negative, stimuli (de Houwer et
al., 2001)
- Priming: exposure to one stimulus influenced the response to another
- Social learning: observations of behavior of other can also lead to learning
- Memory palace: visualize a concept to remember concepts easier
Dual-process theory: Kahneman, 2003: came up with system 1 and system 2. You have
two systems in your brain to remember things. In research it was found that in the central
parts of the brain, there is the system 1:
- System 1: hot, intuition, impulsive, unconscious, emotional, automatic, fast, low
effort. Use 90% of the time.
- System 2: cold, reasoning, reflective, conscious, rational, controlled, slow, high effort.
Added layer for freedom of choice.
Petty & Cacioppo, 1986: elaboration likelihood model- motivation and ability. There are
two paths *example of a picture of a car with 2 girls*:
- Central path: Thinking Logical
o I need a car – the price is great – high-performance – top car of the year
- Peripheral path; Cues - Fear, Desire
o I just need a car – sexy girls – I can pay – this is the car for me
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