100% tevredenheidsgarantie Direct beschikbaar na je betaling Lees online óf als PDF Geen vaste maandelijkse kosten
logo-home
Eerder door jou gezocht
Eerder door jou gezocht
logo
Summary Marketing for Pre-master Midterm 1 Chapter 1 - 6 €7,49
In winkelwagen
Snel navigeren naar
Voorbeeld
  2.  
  3. Tilburg University (UVT)
  4.  
  5. Marketing for Pre-Master (328052B6)

Samenvatting

Summary Marketing for Pre-master Midterm 1 Chapter 1 - 6

2 beoordelingen
 8 keer verkocht
  • Vak
  • Marketing for Pre-Master (328052B6)
  • Instelling
  • Tilburg University (UVT)
  • Boek
  • Consumer Behavior

A summary of the book Hoyer/MacInnis/Pieters' Consumer Behavior, 8th Edition which is required to study for the course Marketing for pre-master when following the pre master Marketing Management at Tilburg University. The chapters 1 until 6 are summarised which are required to know for the first mi...

[Meer zien]

Voorbeeld 4 van de 34  pagina's

Document informatie

  • Nee
  • Chapter 1 to 6
  • 11 januari 2024
  • 34
  • 2023/2024
  • Samenvatting

Onderwerpen

  • mid term
  • chapter 1 to 6
  • summary for each chapter
  • marketing
  • consumer behaviour
  • mao
  • pre master
  • tilburg university

Gekoppeld boek

book image

Titel boek:

Auteur(s):

  • Uitgave:
  • ISBN:
  • Druk:

Meer samenvattingen voor studieboek

  • Marketing for Pre-master Summary Midterm 2 Chapter 7 to 14
Alles voor dit studieboek (2)

Geschreven voor

  • Tilburg University (UVT)
  • Pre-Master Marketing Management
  • Marketing for Pre-Master (328052B6)
Alle documenten voor dit vak (3)

2  beoordelingen

review-writer-avatar

Door: stanromme • 2 maanden geleden

review-writer-avatar

Door: carlijnbillet2611 • 1 jaar geleden

Verkoper

avatar-seller
RafaelHoutepen

Ontvangen beoordelingen

Voorbeeld van de inhoud

Marketing Compact Summary:
Chapter 1: Introduction
Consumer Behaviour: reflects the totality of consumers’ decisions with respect to the
acquisition, consumption, and disposition of goods, services, activities, experiences, people,
and ideas by (human) decision-making units over time.

Offering= a product, service, activity, experience, or idea offered by a firm to consumers.
- Acquiring an Offering= buying
- Using an Offering= customer experience
- Disposing of an Offering= get rid off

4 segments of financial consumers:
1. Stretched spenders= live paycheck to paycheck and feel anxious
2. Carefree spenders= live paycheck to paycheck and do not feel anxious
3. Security seekers= don’t live paycheck to paycheck and feel anxious
4. Cushioned savers= don’t live paycheck to paycheck and do not feel anxious

The Psychological Core: Internal consumer Processes
Before consumers make decisions, they must have some source of knowledge to base their
decisions

Motivation, Ability, and Opportunity:
- Motivation: motivated to learn about … and think about them
- Ability: familiar with the info, so there is the ability to evaluate options
- Opportunity: create time to have the opportunity to learn and think about the
decision

Exposure, Attention, Perception, and Comprehension:
- Exposure: make sure to be exposed and attends to any information related to the
decision
- Attention: not all information will be attended.
- Perception: exposed information many times is never perceived consciously
- Comprehension: all information attended need to be comprehended for the decision

Memory and Knowledge:
Memory: information stored in a memory about all topics in categories
Knowledge: the ability to retrieve the stored information in her memory during the decision
process.

Forming and Changing Attitudes:
A consumer creates a certain attitude towards something and this attitude changes when
new information is encountered. However, an attitude does not certainly predict behaviour.

,The Process of Making Decisions:
The processes of the Psychological Core are closely related to the process of Making
Decisions.

Problem Recognition and the Search for Information
Problem Recognition occurs when consumers realize they have unfulfilled needs, thus start
searching for info on how to solve the problem.

Making Judgements and Decisions
High-effort decision= with a lot of time invested and mental energy when making it. Thus, a
lot of info exposure and comprehension resulting in memories of making the decision.
Low-effort decision= simple and quick decision to make, resulting in less enduring attitudes
and memories.

Making Post decision Evaluations
This will allow the consumer to judge whether they made the right decision.

The Consumer’s Culture: External Processes
Our consumption decisions and how we process information are affected by our culture.
Which refers to the typical expected behaviours, norms, and ideas that characterize a group
of people.

Reference groups and Other Social Influences
Reference groups= people whose values are shared and opinions of are respected
Consumers might want to match people they admire and listen to their advice through word
of mouth, for example through social media. This can make consumers feel to behave in
certain ways.

Diversity Influences
Many diverse cultural factors influence our choices and behaviour. For example, what is
normal to do according to certain groups, countries, etc. But also, gender, age, background
all affect our impressions.

Household and Social Class Influences
Household and social class influences consumers with certain achievements, for example
from an upper middle class or living with parents, having siblings.

Values, Personality, and Lifestyle
Choices are also based on a consumers’ beliefs, personality, activities, interests, opinions,
etc.

Consumer Behaviour Outcomes and Issues
The Psychological Core, Decision-making processes, and the Consumer’s Culture affect
consumer behaviour.

,Consumer Behaviours can symbolize who we are
The groups we belong to, and our self can affect the symbols or external signs we use,
consciously or unconsciously to express our actual or desired identity.

Consumer Behaviours can diffuse through a market
The diffusion of information can have both positive and negative effects for marketeer
because consumers affect each other with every choice they make and thus keep influencing
each other by looking at someone choices.

Consumer Behaviours, ethics, and social responsibility
Consumers face conflicting priorities, and they try to balance an immediate outcome against
a long-term outcome or try to balance their own interest against the interest of others.

Making business decisions based on marketing implications
Crowdsourcing= consumers can submit new ideas for products and activities
Perceptual map= see how consumers view other brands in comparison with their own and
then plot the results. Brands in the same quadrants of the map are perceived as offering
similar benefits to consumers which is used for the positioning of the brand.

What are our communication objectives?
- enhance brand-name awareness  few people have heard of the brand
- enhancing brand knowledge  people don’t know anything about the brand
- encourage positive brand attitudes  people don’t know what makes the brad
desirable

Copy testing/pretesting= testing an ad’s effectiveness before it appears in public.

Chapter 2:
Motivation= what moves people, an inner state of activation, with the activated energy to
achieving a goal.

Highly motivated consumers= more likely to pay careful attention to information relevant to
that goal, think, understand, comprehend, evaluate, and remember the information for later
use. (e.g., new keyboard)
Low motivation consumers= devote little effort to processing information and making
decisions. (e.g., new paper clips) Here consumers might use decision-making shortcuts, such
as the cheapest or same brand as last time.

Motivated reasoning= consumers process information in a biased way, so that they can
obtain the conclusion they want to reach. (e.g., confirmation bias occurs when consumers
only search for information that confirms their conclusion and ignore contradictions)

, Involvement and its Types:
A final outcome of motivation that evokes a psychological state is called involvement:
- Enduring involvement= long-term interest in an offering, activity, or decision.
- Situational involvement= Temporary interest in an offering, activity, or decision,
often caused by situational circumstances.
- Cognitive involvement= Interest in thinking about and learning information pertinent
to an offering, activity, or decisions.
- Affective involvement= interest in expending emotional energy and evoking deep
feelings about an offering, an activity, or a decision.
- Response involvement= interest in certain decisions and behaviours, deciding
between brands.

Motivation is affected when consumers regard something as:
Personal relevant= something that has a direct bearing on the self and has potentially
significant consequences or implications for our lives.

Consistent with self-concept= our mental view of who we are, define who we are.

Values= abstract, enduring beliefs about what is right/wrong, important, or good/bad. (e.g.,
sustainability  vegan)

Needs= gap between the current and an ideal or desired state.
- Functional needs= need that motivates the search for offerings that solve
consumption-related problems. (e.g., food, order, safety, health, etc.)
- Symbolic needs= need that relates to the meaning of our consumption behaviours to
ourselves and to others. (e.g., status, uniqueness, achievement, etc)
- Hedonic (experimental) needs= needs for sensory stimulation, cognitive stimulation,
novelty, desires for sensory pleasure. (e.g., relaxation and play after week of study)

Needs can conflict in 3 various ways:
 Approach-avoidance= when an offering that fulfils one need but fails to fulfil
another. (e.g., smoking people think is cool, but you struggle with the health
problems)
 Approach-approach= when each can satisfy an important but different need. (e.g.,
invited to a career-night function at the same time of being invited to a party)
 Avoidance-avoidance= when neither can satisfy an important but different need
(e.g., going home alone now or waiting longer for a friend)

Goal= particular end state or outcome that a person would like to achieve. Goals are more
concrete than needs.
- Promotion-focused= consumers are motivated to act in ways to achieve positive
outcomes. These goals focus on hopes, wants, and accomplishments.
- Prevention-focused= consumers are motivated to act in ways to avoid negative
outcomes. These goals focus on responsibilities, safety, and guarding against risks.

Dit zijn jouw voordelen als je samenvattingen koopt bij Stuvia:

Bewezen kwaliteit door reviews

Bewezen kwaliteit door reviews

Studenten hebben al meer dan 850.000 samenvattingen beoordeeld. Zo weet jij zeker dat je de beste keuze maakt!

In een paar klikken geregeld

In een paar klikken geregeld

Geen gedoe — betaal gewoon eenmalig met iDeal, Bancontact of creditcard en je bent klaar. Geen abonnement nodig.

Focus op de essentie

Focus op de essentie

Studenten maken samenvattingen voor studenten. Dat betekent: actuele inhoud waar jij écht wat aan hebt. Geen overbodige details!

Veelgestelde vragen

Wat krijg ik als ik dit document koop?

Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.

Tevredenheidsgarantie: hoe werkt dat?

Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.

Van wie koop ik deze samenvatting?

Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper RafaelHoutepen. Stuvia faciliteert de betaling aan de verkoper.

Zit ik meteen vast aan een abonnement?

Nee, je koopt alleen deze samenvatting voor €7,49. Je zit daarna nergens aan vast.

Is Stuvia te vertrouwen?

4,6 sterren op Google & Trustpilot (+1000 reviews)

Afgelopen 30 dagen zijn er 64670 samenvattingen verkocht

Opgericht in 2010, al 15 jaar dé plek om samenvattingen te kopen

Start met verkopen

Laatst bekeken door jou

Tentamen (uitwerkingen) ·

(1)

NRCME (DOT) Exam 2024 Questions and Answers 100% Verified

Samenvatting ·

(0)

Samenvatting Leerproblemen bij doven en slechthorenden

Tentamen (uitwerkingen) ·

(0)

WGU D031 Evidence-Based Innovation Paper 2024 complete

Samenvatting ·

(0)

Samenvatting Inleiding in de psychologie DEEL 2 (PB0014)

Samenvatting ·

(4)

Samenvatting business decisions (Commerciële accountability 2)

Voordeelbundel ·

(0)

Samenvatting belangrijkste vakken Beveiliging mbo niveau 2

Voordeelbundel ·

(0)

NR 439 Complete Course Week 1-8.Discussions and Assignments

College aantekeningen ·

(0)

Class notes BIO1130 - BIO1130 Organismal Biology (BIO1130)

Overig ·

(0)

NURSING 213 - Final Exam Study Guide latest 2022/23 Study guide

€7,49  8x  verkocht
  • (2)
In winkelwagen
Toegevoegd