1 / 13

MARKETING MANAGEMENT

MARKETING MANAGEMENT. Analyzing Consumer Markets. Influences on Consumer Behavior. Cultural Factors Social Factors Reference Groups Family, Roles Personal factors Age and “stage” Economics (income, education) Personality Lifestyle and Values. Psychological approaches.

trinh
Télécharger la présentation

MARKETING MANAGEMENT

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. MARKETING MANAGEMENT Analyzing Consumer Markets

  2. Influences on Consumer Behavior • Cultural Factors • Social Factors • Reference Groups • Family, Roles • Personal factors • Age and “stage” • Economics (income, education) • Personality • Lifestyle and Values

  3. Psychological approaches MOTIVATION, PERCEPTION & LEARNING • “Drives” • Freud • Maslow • Hertzberg • “Learning” • Pavlov • Skinner • “Cognitive”

  4. Rational Model of Decision Making

  5. Involvement Elaboration Likelihood Model Low-involvement marketing strategies Variety-seeking buying behaviour Decision Heuristics Availability Representativeness Anchoring and adjustment Other Models of Decision Making

  6. Elaboration Likelihood Model • Petty & Caccioppo • Two questions: • Motivation to process? • Ability to process? • When YES to both: HIGH elaboration • Central cues • product • When NO: LOW elaboration • Peripheral cues - • source or ad

  7. INVOLVEMENT Decoding is ACTIVE • That is, it requires EFFORT • When will people to spend effort? • 1. When they CARE about what you’re saying • personal relevance This is the concept of INVOLVEMENT The personal relevance of the product interest, price

  8. “Vanity” credit cards • http://www.mbna.ca/hockey_cardlist.html

More Related