Summary

Marketing for Pre-Master - 328052-B-6 - FULL course summary - Minor Marketing Management - Tilburg University

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Course
328052-B-6 (328052B6)

Institution
Tilburg University (UVT)

Marketing for Pre-Master - -B-6 - FULL course summary - Minor Marketing Management - Tilburg University Includes all lectures given.

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Uploaded on January 1, 2023
Number of pages 74
Written in 2022/2023
Type Summary

marketing for pre master
marketing management
premaster
marketing premaster
marketing pre master
marketing for premaster
328052 b 6
minor marketing management
tilburg university

Institution
Tilburg University (UVT)
Education
International Business Administration
Course
328052-B-6 (328052B6)

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Lecture 1
Course Marketing for pre-master

Status Done

Tags

Semester Semester 5

Type Lecture

Files Lecture 1 (Zoom).pdf

Why do we need consumer behavior
The process of getting customers to purchase is carefully designed, we get customers
to the ability to recognize that the product is what they want.

Marketing’s goal is to get consumers to this point, where they are convinced it is a
good buy

Misconceptions

Consumers are sales figures (whether they buy or not buy)

But don’t know why the problem occurs

We cannot know how to fix it

We don’t know how consumers will react to change we might implement

We should trust our intuition (but marketers are subject to same misconceptions,
biases and errors)

Leads to copying, riding the bandwagon (think of Instagram)

Lecture 1 1

, What is consumer behavior?

We talk about the 3 colored ‘lenses’ on how consumers make sense of information provided to them by
marketers

Think of the Bose/Sennheiser/DrDre Beats, how Beats was rated lower on quality, but
was sold way more.

Key insights

Lecture 1 2

, Individuals react on the basis of perception, not on the basis of objective reality

Objective product features is not equal to 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

Lecture 1 3

, Need Recognition
Need is a discrepancy between actual and desired state

Search for information
Internal = retrieval from memory

External

Marketer sources: advertising, company websites, stores, salespeople, brochures

Non-marketer sources: other consumers (incl. family & friends), consumer
organizations, government, media

Pre-purchase evaluation of alternatives

After this, people compare options based
on criteria (which can differ from person
to person)

Lecture 1 4

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Summary

Marketing for Pre-Master - 328052-B-6 - FULL course summary - Minor Marketing Management - Tilburg University

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