Class notes
College aantekeningen CBM - Consumer Behaviour and Marketing (CBT01CBM)
- Course
- Institution
Full notes of all Consumer behaviour and marketing lectures
[Show more]
Seller
Follow
Kirsten311
Content preview
Consumer Behaviour & MarketingInhoud
Lecture 1: Introduction 12-4-2017..........................................................................................................2
Lecture 1: Tourism as Services (intro) 12-4-2017..................................................................................3
Lecture 1: Consumer behaviour in tourism 12-04-2017.........................................................................7
Lecture 1: Marketing of tourism: competing as a service provider 12-04-‘17........................................8
WORKSHOP session 1 (12-04-2017- Ynte van Dam).........................................................................10
Lecture 2: Marketing and environment 18-04-2017.............................................................................12
Lecture 3: Consumption of tourism: Macro approach 21-04-2017.......................................................20
Lecture 3: Factors influencing the demand for touristic services..........................................................23
Lecture 3: Six trends for 2016 (!) 21-04-2017......................................................................................27
Lecture 4: Tourism: socio-cultural approach 01-05-2017.....................................................................28
Lecture 5: consumer relationship management 02/05/2017..................................................................38
Lecture 6: choices and decision making processes 12-05-2017............................................................44
Workshop 12-05-2017..........................................................................................................................48
Lecture 7: strategic marketing and value creation 24-05-2017.............................................................48
WORKSHOP 5: 02-06-2017................................................................................................................58
Lecture 8: Bootcamp 15-06-2017.........................................................................................................59
Learning outcomes...............................................................................................................................61
,Lecture 1: Introduction 12-4-2017
Lay out:
- General characteristics of services
o And differences with products
- Consequences for consumer research
- Consequences for marketing
Theory as a metaphor
- Theory is a way to think about reality
o To understand what we experience
o To trigger creativity and ideas
o To try and predict what will happen
- Theory is a way to look at reality
o That may prevent you from seeing what is real
o Unless you use reality to check your theory
The more theories you know the more theories you can choose which fits best in the context
o What would happen if I combine multiple concepts.
o Don’t expect answer from the theory, because it is only about explanation
Example: some naïve theories on students
- Students are in the BSc Leisure/ tourism program
o To learn as much as of leisure as possible
o Because they want a career in tourism or leisure
o To earn a BSc degree with minimal effort
o Because ‘being a student’ requires a study / because they want to postpone working
life
- Which of these (if any) is ‘true’
Possible consequences for teaching
STUDENTS WANT
- to learn as much of leisure/tourism as possible:
o Offer as much theory and material as possible
- a career in tourism or leisure:
o Offer the bare minimum to survive the first job
- to earn a BSc degree with minimal effort:
o Offer as little theory as possible and easy exams
- ‘being a student’ / postpone working life
o Make it entertaining and trigger their interest
Theory as a metaphor:
- Each different ‘theory’ on BSc students leads to:
o Understanding, prediction, ideas for teaching
- Therefore each theory may be useful
o Even if none of them are ‘true’
- And a combination of theories is even more useful
o Because it offers flexibility of ideas
- sometimes an inappropriate ‘theory’ gives the best ideas
,From last year evaluation:
It is unclear whether Ynte:
- tells a story
- gives an example
- presents the slides,
o (some students got confused during lectures)
- My answer to this:
o GOOD OBSERVATIONS: that is exactly what I do and the 4th of these observations
is most important
o If you get confused: read the papers and ask questions
Lecture 1: Tourism as Services (intro) 12-4-2017
Products and services:
Products Services
Tangible (physical, you can touch it) Intangible (not physical)
Pre-fabricated/ post-consumed Inseperable (provision= consumption)
Standardised Adaptable/ no constant quality
Can be stored and stocked Perishable (no storage; unused=lost)
Transfer of ownership (to buy= to own) No transfer of ownership
High in search attributes High in experience or credence attributes
Actually there is a continuum from pure goods to pure services. In the middle you may find.
E.g. “fast food restaurants”
Good- services continuum
Please note that even the most tangible good is bought for the service it performs
Characteristics of services (IMPORTANT)
- Intangible
o (no physical quality cues)
o Though customers may rely on derived tangibles (place, people, equipment)
- Inseparable
o Simultaneous production and consumption
o Provider, consumer and other consumers are part of the experience
- Variable/adaptable
o No constant quality
o Service is dependent on provider and consumer; tailored to demand
- Perishable
o No storage is possible; unused capacity is lost immediately
- No transfer of ownership
, o The right to use a service does not imply the right to own a service
o Services are newly created for each consumer.
Basic principles
- Tourism is not a product but a service
- Not produced but provided
- Not consumed but experienced
- Emerges during consumption
o Without tourists it does not exist
- Before we can understand the market for tourism we must understand the marketing of
services
o With some links to leisure or tourism to keep your attention
Quality of services: Conceptual
Quality of Services
- Technical quality: Outcome of the processes
o What is provided?
o What does the customer want to experience?
- Functional quality: The process itself
o You cannot create satisfaction by what is provided
o How is it provided?
o How does the customer want to experience it?
- Quality of services is difficult to evaluate because:
o Search attributes; experience attributes; credence attributes
Search- experience- credence
- Search attributes
o price, location, facilities
o can be evaluated before purchase decision is made
o used in “Search of Information”
- Experience attributes
o Comfort, functional quality
o Can be evaluated during use of product of service
o Used in “post-purchase satisfaction formation”
- Credence attributes
o Safety, authenticity
o Can NOT be evaluated by the consumer, but may be important
o Have to be believed and accepted in “good faith”
Tourism is in between in the red circle
Quality of services
- Technical quality: What is provided?
- Functional quality: How is it provided?
- Quality services is difficult to evaluate because:
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 Kirsten311. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $7.01. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
56326 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now