Summary
Summary Marketing - begrippen - Premaster Marketing Management
- Course
- Institution
- Book
This document contains concepts explained from the associated Marketing book and the given lectures.
[Show more]
Connected book
Book Title:
Author(s):
- Edition:
- ISBN:
- Edition:
More summaries for
-
Summary book Consumer Behavior Hoyer, Chapters 1 - 18 in English
-
Test bank for Consumer Behavior 7th Edition by Wayne Hoyer (Author), Deborah J. MacInnis (Author), Rik Pieters A+
-
Summary Book chapters 1 t/m 10 + 17 Consumer Behavior
Seller
Follow
premasterstudent
Reviews received
Content preview
MARKETING: BEGRIPPENConsumer behaviour
§ The totality of decisions
§ About the consumption
§ Of an offering
§ By decision-making units
Five types of decision-making units
1. Initiator(s): recognize value in solving a particular issue and stimulate search for
product. Recognizing that there is an issue or a need.
2. Influencer(s): while not making the final decision, have input to it. Other people who
have an influence on your choice; friends, families, etc. They recommend.
3. Decider(s): make the choice. The person who makes the choice
4. Purchaser(s): consummate the transaction
5. User(s): consume the product. The people who use the product.
Stages in the consumer decision process model
1. Need recognition
2. Search for information
3. Pre-purchase evaluation of alternatives
4. Purchase
5. Consumption
6. Post-consumption evaluation
7. Disposal
A need: discrepancy between the actual and desired state. Comes from inner (borne with) or
are socially learned. Needs can be activated by two ways:
1. Consciously activated and pursued: e.g. weight loos goal: ‘I want to lose 5 kg’.
Conscious decision to eat salad.
2. Non-consciously activated and pursued: e.g. ‘I feel sad’ (unconscious goal to
upregulate emotions). Decision to eat cake but not aware that this serves to
regulate emotions.
Internal search for information: memory
External search for information: marketer Sources; advertising, company websites,
stores, salespeople, brochures and non-marketer
sources; other consumers, consumer organizations,
government,media.
Pre-purchase evaluation of alternatives
Starting from an initial need.
§ Universal set: all possible options
§ Awareness set: options one is aware of
§ Evoked set: options one can recall
§ Consideration set: options one will consider
Compensatory models: the importance is divided between the different options
Non-compensatory models: the importance is 100% focused on 1 thing.
MARKETING: BEGRIPPEN 1
, Culture
Culture is characteristics and knowledge of a particular group of people, encompassing
language, religion, cuisine, social habits, music and arts. Shaped by norms (what is
appropriate) and values (what is good and bad).
Culture influences marketing through:
§ Segmentation
§ Targeting
§ New product development
§ Promotional activities
High power distance: inequality is acceptable, strict hierarcy, vertical power structure
Low power distance: inequality is less acceptable, horizontal power structure (all share and
contribute equally)
Masculin culture: power, mastery and success
Feminine culture: quality of life, care for each other and harmony
Individualism culture: Focus on differentiation, Individual achievement, need to be unique
Collectivism culture: Focus on similarity, collective achievement, interpersonal relationships
High uncertainty avoidance culture: low tolerance of uncertainty and ambiguity, more rule-
based society
Low uncertainty avoidance culture: High tolerance of uncertainty and ambiguity, more risk-
taking society
6 main objective indicators to divide social classes
1. Income 4. Living situation
2. Occupation 5. Education level
3. Ownership 6. Values and norms
Baby boomers: I strongly value individualism and I want the freedom to do what I want,
when and where I want.
Generation Y: I check prices online and via cell phone as well as in stores before I buy
and I put a high value on price and convenience. Firends are a major
source of information about products and socialinzing is one of the
major reasons that I like to shop.
Generation X: I take the time to research a pruchase and like to customize offerings to
my personal needs and tastes.
Grey market: I’m brand-loyal and I tend to know more about brands from long-
standing experience, may not search extensively when planning high-
ticket purchases and have less motivation and cognitive capacity to deal
with new, unfamiliar brands. Thus, I tend to egnage in simpler, more
schematic processing.
MARKETING: BEGRIPPEN 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 premasterstudent. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $5.38. 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