Marketing Stimuli
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Environmental Stimuli
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Buyer's Characteristics
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Buyer's Decision Process
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Buyer's Decisions
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Product
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Economic
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Cultural
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Problem Recognition
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Prudct Choice
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Price
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Technology
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Social
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Information Search
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Brand Choice
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Promotion
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Political
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Personal
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Evaluation
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Dealer Choice
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Place
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Cultural
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Psychological
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Purchase Decision
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Purchase Timing
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Post Purchase Behavior
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Purchase Amount
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Intro: CBB ... Not just about changing promotions, but entire marketing mixes.
Cultural Characteristics: Values, Perceptions, preferences and behaviors (learned from family), fundamental to persons wants.
Buyer behavior influenced by four factors:
cultural (culture, sub culture and social class (ethnocentrism and patriotism))
social (reference groups, family, and roles and statuses)
personal (age and life cycle state, occupation, economic circumstance, life style, personality and self concept)
psychological (motivation (freud, maslow, hertzberg), perception, learning, and beliefs and attitudes)
Do Mixed Emotions and Advertising Mix?
How Store Location and Pricing Structure Affect Shopping Behavior
Decision influencers (initiator, influencer, decider, buyer and user) ... not as complex as B2B buying decision influencers.
Types of Buying Situations:
Complex Buying Behavior
Dissonance Reducing Buying Behavior
Habitual Buying Behavior
Variety Seeking Buying Behavior
Consumer decision-making process:
Need Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Post Purchase Behavior
got milk? Change consumer attitudes about milk.
Patriotism
Wharton MBA Purchase Process
SRI Business Intelligence: VALS, Psychology of Markets
Discussion Topic: Why use iVALS and psychographic segmentation? Which marketers would benefit most from iVals segmentation and why?
Privacy versus Understanding the customer, on the net.
Yankelovich
Link to old class notes.
Link to discussion board
Return to Syllabus
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