Dit document betreft alle hoorcolleges gegeven door Henk Roest. Henk Roest is een docent aan de Universiteit van Tilburg. Mocht je een Pre-Master volgen in: Marketing Mangement, Supply Chain Management, Marketing Research Management, etcetera. Dan is dit een goed document wat inhoud geeft op zijn h...
B. Consumers as individuals
Boek: Hoofdstukken 2 t/m 6
Hoorcollege 3: Motivation, Opportunity and Ability
Hoorcollege 4: Exposure and Attention
Hoorcollege 5: Attention and Perception
Hoorcollege 6: Knowledge and Understanding
Hoorcollege 7: Cognitive Foundations of Attitudes
Hoorcollege 8: Forming and Changing Attitudes
Hoorcollege 9: Affective Foundations of Attitudes
C. Consumers as decision makers
Boek: Hoofdstukken 7 t/m 10
Hoorcollege 10: Problem Recognition and Information Search
Hoorcollege 11: Judgements
Hoorcollege 12: Decision Making
Hoorcollege 13: Post Purchase Processes
D. Consumers as group members
Boek: Hoofdstukken 11 t/m 14
1
, Marketing for Pre-master College 1 Inleiding
Consumer Behavior
Het gedrag van consumenten: waarom doen/voelen/denken mensen wat ze d/v/d?
Persoon (persoonlijkheid, intelligentie, etc.) & gelegenheid (druk, situatie)
Veel over ons koopgedrag, weinig over consumptie & afdankgedrag)
Conceptual Relationships
What firms get Financial Performance Market Share, Firm Profit
What customers do Behavioral Outcomes Loyalty, Brand Equity
What customers feel Affective States Satisfaction, Trust or Anger
What customers think Perceptual Measures Perceived Quality, Utility/Value
What firms do Marketing Program Marketing Mix
Consumer behaviour reflects the totality of consumers’ decisions with respect to the
acquisition, consumption, and disposition of goods, services, time, and ideas by
(human) decision making [over time].
Totaliteit van beslissingen samenhangend met de koop, consumptie, afdanking van
goederen en diensten, en de verandering over tijd.
involves more than buying: acquiring, using, disposing
involves more than products: services, activities, ideas
is a dynamics process: can involve many people and decisions
Consumer Decisions = to acquire, use, or dispose
Whether? What? Why? Why not? How? Ways? When? Where? How much? How
often? How long?
2
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller Jammieeeee. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $7.97. You're not tied to anything after your purchase.
