, Inhoud
Introduction of Rolex (Week 1).................................................................................................................................3
Company information and perhaps history..........................................................................................................3
Marketingmix information....................................................................................................................................3
Information about their positioning/ proposition................................................................................................3
Information about the target group.....................................................................................................................3
Why you have chosen this company.....................................................................................................................4
Experience marketing (week 2).................................................................................................................................4
Conclusion experience marketing Rolex...............................................................................................................4
Experience marketing Theory...............................................................................................................................4
Neuromarketing........................................................................................................................................................5
Types of learning (Week 3)........................................................................................................................................5
Stages in the decision-making process.................................................................................................................5
Learning.................................................................................................................................................................7
Involvement...........................................................................................................................................................7
Attitude theory and behavioral change (Week 4).....................................................................................................7
Changing behavior.................................................................................................................................................7
The tricomponent model (= ABC-model)..........................................................................................................8
The uni-dimensionalist model...........................................................................................................................8
Hierarchy of effects...........................................................................................................................................9
How does Rolex use attitudes to influence customer behaviour?.......................................................................9
Perceptual processes (Week 5)...............................................................................................................................10
Interpretation and organization: Gestalt psychology.........................................................................................10
Competitors and perception...............................................................................................................................10
Minimalize perceived risk by Rolex.....................................................................................................................10
the seven needs of Maslow.................................................................................................................................11
Reference groups and Culture (Week 6).................................................................................................................12
Roger Federer Rolex campaign Reference groups..............................................................................................12
Word of mouth (WOM).......................................................................................................................................12
What kind of values is Rolex focusing on............................................................................................................12
Connection between reference groups and culture...........................................................................................13
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