This summary is written for the course “Marketing for Pre-Master” during the semester Fall-2021 of the Pre-Master Marketing Analytics and Marketing Management. This document contains an overview of all lecture material, knowledge clips and lectures provided by the tutors.
Demi van de Pol || Pre-master Marketing Analytics || Tilburg University || 2021
, Demi van de Pol | Notes | Marketing for Pre-Master | TISEM | Tilburg University | 2021-2022
CONTENT
This summary is written for the course “Marketing for Pre-Master” during the semester Fall-2021 of
the Pre-Master Marketing Analytics and Marketing Management. This document contains an
overview of all lecture material, knowledge clips and lectures provided by the tutors.
PART 1 – EXTERNAL INFLUENCE
LECTURE 1: Introduction consumer behavior
WHY DO WE NEED CONSUMER BEHAVIOR?
To understand the consumer and adapt our marketing to what the consumer needs/wants.
Misconception 1: Consumers are Sales Figures
→ Mostly companies just watch at the amount of customer who buy.
→ It is important to know the whole process from the start to the end (buying).
→ Need to understand the customer by learning more about the consumer behaviour.
Misconception 2: We Should trust our Intuition
→ We need marketing insights to understand the customer and his/her needs.
How companies often think of consumers:
Tailor the Marketing Mix.. to our target group.. so we get them to do/think X.
Stimulus (S) Organism (O) Response (R)
We mostly forget the target group because we don’t understand them. Examples of this:
More product features = Increased Product Liking
More products in brand portfolio = Increases Sales
Make the product less expensive = Increases Sales
The consumer behaviour consists of multiple variables:
• Internal Influences
• External Influences
• Judgment and decision making
Therefore it is important to know to adapt our Stimulus to our consumer.
Consumer behaviour: Key insights
(1) Individuals react on the basis of perception not on the basis of objective reality!
(2) Objective product features ≠ consumer benefits
→ We need to understand consumers to better satisfy their needs.
→ Our intuitions about what consumers perceive, think, and will do are often wrong!
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, Demi van de Pol | Notes | Marketing for Pre-Master | TISEM | Tilburg University | 2021-2022
WHAT IS CONSUMER BEHAVIOUR?
Consumer behaviour can be defined as the totality of decisions about the consumption of an offering
by decision making units.
The decision making unit consists of different types of people:
• Initiator(s) recognize value in solving a particular issue and stimulate search for the product.
• Influencer(s) while not making the final decision, have input to it. Don’t make the final decision,
they influence the person who actually does the buy.
• Decider(s) make the final choice.
• Purchaser(s) consummate the transaction. The ones who actually buy the product.
• User(s) consume the product.
The different fields of consumer behaviour:
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, Demi van de Pol | Notes | Marketing for Pre-Master | TISEM | Tilburg University | 2021-2022
CONSUMER DECISION PROCESS (7 STEPS)
* Consumers don’t always follow these steps in this specific
order. They can also step over the next one or go back to the
one before.
** People can also redo the process. For instance, the
consumer goes from ‘pre-purchase evaluation of
alternatives’ back to ‘search for Information’ because of lack
of information.
STEP 1. NEED RECOGNITION: What is a need?
= Discrepancy between actual and desired state.
In the image above there is no difference between the actual state and the desired state. For
instance, the consumer is happy with the phone he has at the moment.
In this image there is a difference between the actual and the desired state. In this case there is a
need. For instance, my phone is broken, then there is a need to buy a new phone.
Factors that may change our desired state:
• Life stage changes
• New tastes
• New technologies
In this case, you can think of:
• Stock depletion: Need to restore your stock.
• Problem removal
• Problem avoidance: To prevent something to happen.
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