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Summary Marketing - Premaster TiSEM

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 110 views  4 purchases
  • Course
  • Marketing
  • Institution
  • Tilburg University (UVT)
  • Book
  • Consumer Behavior

This is a summary of the Marketing course during the premaster Marketing Management. I follows the premaster in 2019/2020. So this summary is one year old. The summary consists al the lectures given during the premaster.

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Document information

  • Unknown
  • August 30, 2020
  • 30
  • 2019/2020
  • Summary

Subjects

  • marketing
  • premaster
  • tisem
  • marketing management
  • marketing analytics
  • pre master
  • pre master
  • tilburg university

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More summaries for

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Written for

  • Tilburg University (UVT)
  • Premaster Marketing Management
  • Marketing
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By: thijsmouwen • 3 year ago

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Content preview

SUMMARY MARKETING

Pre-master Marketing Management
TiSEM
Tilburg University




MARKETING: SUMMARY 1

, LECTURE 1 – INTRODUCTION AND FRAMEWORK
Consumer behaviour
§ Misconception 1: Consumers are sales figures
Sales figures allows you to react, not to predict why the sales
figures are rising or declining.

§ Misconception 2: We should trust our intuition
Intuition will often make false consumptions about what
consumers likes.

How should we think of consumers?
Organism is often ignored.




The decision-making unit
§ Initiator(s): recognize value in solving a particular issue and stimulate search for
product. Recognizing that there is an issue or a need.

§ 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.

§ Decider(s): make the choice. The person who makes the choice

§ Purchaser(s): consummate the transaction

§ User(s): consume the product. The people who use the product.

Which fields does consumer behaviour draw on?




MARKETING: SUMMARY 2

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