100% de satisfacción garantizada Inmediatamente disponible después del pago Tanto en línea como en PDF No estas atado a nada
logo-home
Buscado previamente por ti
Buscado previamente por ti
logo
Summary Consumer Behavior - Chapter 1, 3, 4, 5, 9, 13 3,99 €
Añadir al carrito
Navegar rápidamente a
Vista previa
  2.  
  3. Haagse Hogeschool (HHS)
  4.  
  5. Multicultural Consumer Behaviour (ESKMCB17)

Resumen

Summary Consumer Behavior - Chapter 1, 3, 4, 5, 9, 13
 20 veces vendidas
  • Grado
  • Multicultural Consumer Behaviour (ESKMCB17)
  • Institución
  • Haagse Hogeschool (HHS)
  • Book
  • Consumer Behavior, Global Edition

Concise summary of the material that students need to know for the final exam of the Multicultural Consumer Behaviour elective at THUAS. Material was taken from the book and the slides. I scored a 9.6 on the exam by memorizing this summary.

Vista previa 3 fuera de 20  páginas

Información del documento

  • No
  • Chapter 1, 3, 4, 5, 9, 13
  • 2 de marzo de 2020
  • 20
  • 2019/2020
  • Resumen

Temas

  • european studies
  • european studies elective
  • elective
  • consumer behavior
  • consumer behaviour
  • multicultural consumer behavior
  • multicultural consumer behaviour

Libro relacionado

book image

Título del libro:

Autor(es):

  • Edición:
  • ISBN:
  • Edición:

Escuela, estudio y materia

  • Haagse Hogeschool (HHS)
  • European Studies
  • Multicultural Consumer Behaviour (ESKMCB17)
Todos documentos para esta materia (5)

Vendedor

avatar-seller
ivapiva

Vista previa del contenido

Chapter 1 – Consumer Behavior and Technology
Marketing = the activity, set of institutions, and processes for creating, communicating, delivering,
and exchanging offerings that have value for customers, clients, partners, and society

Consumer behavior = the study of consumers’ actions during searching for, purchasing, using,
evaluating, and disposing of products and services that they expect will satisfy their needs

Marketing orientations
Marketing concept  marketing consists of satisfying consumers’ needs, creating value, and
retaining customers, and that companies must produce only those goods that they have
already determined consumers would buy

Production concept  consumers are mostly interested in product availability at low prices;
its implicit marketing objectives are cheap, efficient production and intensive distribution of
products

Product concept  consumers buy the product that offers them the highest quality, the best
performance, and the most features

Selling concept  marketers’ primary focus should be selling the products that they have
decided to produce through the “hard sell” approach

Societal marketing concept  requires marketers to fulfill the needs of the target audience
in ways that improve, preserve, and enhance society’s well-being, while also meeting their
business objectives

Marketing myopia = a focus on the product rather than on the needs it presumes to satisfy

Market segmentation  targeting  positioning
Market segmentation = process of dividing a market into subsets of consumers with
common needs or characteristics
Targeting = selecting the segments that the company views as prospective customers and
pursuing them
Positioning = process by which a company creates a distinct image and identity for its
products, services and brands in consumers’ minds

Technology Benefits Consumers and Marketers
Technology has revolutionized marketing. Marketers can now observe customers while
they’re buying the product, instead of relying on post-purchase surveys. All age groups
engage in online activity.

Online communication abilities have created sophisticated consumers, who are hard to
attract, satisfy, and retain. More than ever before, marketers must customize their products,
add value to the physical product or the core of a service, provide the right benefits to the
right consumer segments, and position their products effectively.

Cross-screen marketing = promotional strategy that consists of tracking and targeting users
across their computers, mobile phones, and tablets, and sending them personalized ads
based on their interests, as observed by marketers  essential, because most viewers use a
mobile device during the time they are watching TV

,Customer value, satisfaction and retention
Customer value = ratio between customers’ perceived benefits (i.e., economic, functional,
and psychological) and the resources they have used to obtain those benefits (i.e.,
monetary, time, effort, psychological)

Customer satisfaction = customers’ perceptions of the performance of the product or service
in relation to their expectations

Customer retention = turning individual consumer transactions into long-term customer
relationships

Winning new customers is more expensive than retaining existing ones.

2 interrelated forms of customer engagement with marketers
Emotional bonds = customer’s high level of personal commitment and attachment to the
company and its products

Transactional bonds = convenience and transaction-related relationships between
customers and companies

Determinants of customer satisfaction with online websites and
merchants
1. Adaptation
2. Interactivity
3. Nurturing
4. Commitment
5. Network
6. Assortment
7. Transaction ease
8. Engagement
9. Loyalty
10. Inertia
11. Trust

, Types of customers

Los beneficios de comprar resúmenes en Stuvia estan en línea:

Garantiza la calidad de los comentarios

Garantiza la calidad de los comentarios

Compradores de Stuvia evaluaron más de 700.000 resúmenes. Así estas seguro que compras los mejores documentos!

Compra fácil y rápido

Compra fácil y rápido

Puedes pagar rápidamente y en una vez con iDeal, tarjeta de crédito o con tu crédito de Stuvia. Sin tener que hacerte miembro.

Enfócate en lo más importante

Enfócate en lo más importante

Tus compañeros escriben los resúmenes. Por eso tienes la seguridad que tienes un resumen actual y confiable. Así llegas a la conclusión rapidamente!

Preguntas frecuentes

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.

100% de satisfacción garantizada: ¿Cómo funciona?

Nuestra garantía de satisfacción le asegura que siempre encontrará un documento de estudio a tu medida. Tu rellenas un formulario y nuestro equipo de atención al cliente se encarga del resto.

Who am I buying this summary from?

Stuvia is a marketplace, so you are not buying this document from us, but from seller ivapiva. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy this summary for 3,99 €. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

45,681 summaries were sold in the last 30 days

Founded in 2010, the go-to place to buy summaries for 15 years now

Empieza a vender

Vistos recientemente

Examen ·

(2)

Agogiek Begrippenlijst toets periode 1

Resumen ·

(1)

Marketing samenvatting periode 3 BMKB

Examen ·

(0)

Exam (elaborations) Intro To Psychology

Examen ·

(0)

IICRC - AMRT EXAM QUESTIONS AND ANSWERS

Resumen ·

(0)

Summary Case Law European Human Rights

Otro ·

(0)

Esquema Estatuto Autonomía de Galicia

Resumen ·

(0)

Anatomische termen plaatsaanduidingen

Examen ·

(0)

HSM 410HSM410 Topic Assignment week 2

Respuestas ·

(0)

Algemene chemie oefeningen hoofdstuk 4

3,99 €  20x  vendido
  • (0)
Añadir al carrito
Añadido