Consument en Marketing gegeven op Tilburg University. Alles wat je moet weten voor het tentamen over de hoorcolleges over topic 1 tm 4. Zie ook de bundel met alle topics!!!
College aantekeningen Principles Of Consumer Behaviour (MAN-BKV64-2021-3V) Consumer Behavior, Global Edition, ISBN: 9781292269245
Multicultural Consumer Behaviour + EXAM QUESTIONS
Principles of Consumer Behavior summary: Book and Lectures
All for this textbook (7)
Written for
Tilburg University (UVT)
Bedrijfseconomie
Consument en Marketing
All documents for this subject (67)
2
reviews
By: Thomw19 • 4 year ago
By: tedkapteijns • 4 year ago
Seller
Follow
vand1407200
Reviews received
Content preview
CONSUMENT EN MARKETING
HOORCOLLEGE 1: INTRODUCTION
HOORCOLLEGE 1: 30 JANUARI
Marketing werkt tussen het bedrijf en de klant.
DEFINITIE
Marketing = the social managerial process by which individuals and groups obtain what they need
and want through creating and exchanging products and value with others.
Relationship marketing: building bonds with consumers:
- Relationship marketing
- Database marketing
KERNVRAGEN
- Waarom doen mensen wat ze doen?
- Waarom voelen mensen wat ze voelen?
- Waarom denken mensen wat ze denken?
Ons perspectief: gedrag van consumenten
DEFINITIE
Consumer behavior = reflects the totality of consumers’ decisions with respects to the acquisition,
consumption, and disposition of goods, services, time, and ideas by (human) decision making [over
time].
, CONSUMENTENGEDRAG:
1. Beleggers maken hun keuzes op basis van financiële kennis en rationale
overwegingen niet waar
2. Het is niet mogelijk om een keuze set neutraal te presenteren waar
3. Consumenten kopen even veel wanneer ze betalen met cash als met pin niet waar
4. Gratis maakt ons (consumenten) minder egoïstisch waar
5. Eén negatieve review weegt zwaarder dan vijf positieve waar (Prospect theory)
KNOWLEDGE VERSUS UNDERSTANDING
Knowledge Understanding
The facts The meaning of facts
A body of coherent facts The “theory” that provides coherence and
meaning to those facts
Verifiable claims Fallible, in-process theories
Right or wrong A matter of degree or sophistication
I know something to be true I understand why this is, what makes it
knowledge
I respond on cue with what i know I judge when to and when not to use what I
know
Asking the customer can give you clues but beware, consumers don’t know what they want,
consumer research therefore involves understanding ocnsumer behavior.
Consumer Behavior Research
CONSUMER BEHAVIOR
Format:
Positioning of research problem
Research question
Literature review
Research method and data analysis
Results
Managerial recommendations
Methods:
Surveys • Focus Groups
Interviews • Storytelling
Use of Photography and Pictures •Diaries
Experiments • Field Experiments
Observations • Netnography
Purchase Panels • Database Marketing
Data Analysis:
, Univariate data analysis Multivariate data analysis:
- Frequencies and distribution - Regression analysis
- Graphic analysis - Analysis of variance (ANOVA)
- (Re)Coding - Conjoint analysis
- Discriminant analysis
- Discriminant analysis
- Multi dimensional scaling (MDS)
- Cluser analysis
Default effect: bv. Orgaandonatie, niet aangeven als je orgaandonor wil worden, maar juist aangeven
als je geen orgaandonor wil worden. Hierdoor worden er meer mensen orgaandonor omdat het
minder moeite is.
MARKETING MANAGMENT
What firms get = Financial Performance Market Share
Firm Profit
What customers do = Behavioral Outcomes Loyalty
Brand Equity
What customers feel = Affective States Satisfaction
Trust or Anger
What customers think = Perceptual Measures Perc. Quality
Utility / Value
What firms do = Marketing Program Marketing Mix
Brand Strategy
En de effecten van deze elementen op elkaar.
Understanding Consumer Behavior
Psychological Core:
Motivation, ability, and opportunity
Internal Information: learning and memory
External Information: attention and perception
Understanding: categorization and comprehension
Attitudes: cognition and affect
Process of Making Decisions:
, Problem Recognition and Information Search
Alternatives evaluation and Decision making
Choice reflection and PostDecision Evaluations
Social Influences:
Conformity
Compliance
Obedience and 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 vand1407200. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $4.73. You're not tied to anything after your purchase.
