Comprehensive end-term summary covering Topics 1–9!
This summary includes all key slides, detailed notes, illustrative figures, and real-world examples discussed in class, helping you fully grasp each concept. Each topic concludes with practical questions to test your understanding and prepare ...
Summary Marketing Lectures
End-Term Pre-Master
Tilburg University
Topic 1: Introduction 2
Topic 2: Motivation, Ability & Opportunity (MAO) 7
Topic 3: Problem Recognition & Information Search 16
Topic 4: External Information 27
Topic 5: Knowledge & Understanding 32
Topic 6: Attitudes 41
Topic 7: Evaluation of Alternatives & Decision Making 54
Topic 8: Choice Reflection 68
Topic 9: Social Influences 76
Practice Questions & Solutions: 88
,Lecture 1: Introduction
Learning Objectives:
- Illustrate; The position of Consumer Behavior in Marketing Management
- Understand; A sneak preview of how Consumers and Marketing interact
- Convince; The importance of really understanding Consumer Behavior
• Marketing
– Inside-out and Outside-in
– Consumer Behavior
• Marketing for Pre-Masters
– Structure
– Assessment
• Consumer Insight
– Knowledge versus Understanding
– Correlation versus Causality
Additional Context/Summary
,Marketing= the social & managerial process by which individuals & groups obtain what they need &
want through creating & exchanging products and value with others.
Marketing’s positioning in a company is the relationship between the consumer & the business.
Marketing is an inside-out – outside-in concept, in the sense that Marketing has two strategies:
Marketing Management that is from;
- Inside-Out from the Business to the Consumer, which implies focusing on the strengths &
capabilities within the Business.
- Outside-In is based on focusing on Consumer Behavior, that is the link from the Consumer to the
Business, and consists of [Motivation, Capacity (Ability), Opportunity & Social Influences.]
[Consumer Behavior= the totality of consumer decisions with respect to the consumption of an
offering by (human) decision making units over time.
Consumption: Acquisition, Usage, Disposition.
Offering: goods, services, activities, experiences, people, ideas and places.
Decision Making Units: decision maker, buyer, information gatherer
Over time: days, weeks, months, years.]
[Why do we need Consumer Behavior?:
- misconception #1: consumers are sales numbers.
- misconception #2: we can rely on our intuition.
- misconception #3: we know what consumers want.
#1 Consumers are real people with emotions & needs, thus not data points nor dead sales figures.
#2-3 We are often wrong with assumptions & intuition about what consumers want, think & feel.
-Marketing Managers need to really understand their consumers to create value for them.
-Consumers act upon perception and not on objective reality
-Objective product benefits = not the same as personal benefits.]
The mistake companies make= they focus on the stimulus as a direct cause to response, while
skipping the organism (consumers) in the process.
, The Organism is the Consumers, how they think, feel & act. (behavior)
Which consists of 1) the Psychological Core, 2) Decision Making Process, 3) Social Influences.
1) The Psychological core;
- Motivation, Ability, Opportunity (MAO)
- Internal Information: learning & memory (knowledge)
- External Information: attention & perception
- Understanding: comprehension & categorization (knowledge structure / associative network)
- Attitudes: cognition & affect
2) Decision Making Process:
- Problem Recognition & Information Search
- Alternatives Evaluation & Decision Making
- Choice Reflection& Post-Decision Evaluation
3) Social Influences:
- Conformity
- Compliance
- Obedience & Authority
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 PreMasterHalen. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $3.21. You're not tied to anything after your purchase.
