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Final Classroom Study Guide

Final Classroom Study Guide - The marketing concept vs the...

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The marketing concept vs. the selling concept o Marketing concept Focus on finding (or creating) consumer needs and satisfying them Not just producing (no guarantee that anyone will buy) Not aggressive selling—there is too much competition around Emphasis on determining and satisfying consumer needs whether this is consistent with current product line or not ex. Nordstrom focuses on customer experience; Xerox focuses on information management rather than photocopies o Sales concept Emphasis on maximizing sales of present product by whatever means needed (e.g., price cuts, aggressive sales) ex. Steep discounts on big low mileage cars; “hard” selling; pestering salespersons Consumer Behavior Attitudes—dynamics and components o Beliefs Can be positive, negative, or neutral May or may not be accurate May contradict beliefs held by the other person o Affect May be positive or negative May take on specific dimension (e.g. pleasure, disgust) o Behavioral Intentions An individual’s plan or expectations of what he or she will do May appear inconsistent with beliefs May not predict well what the individual will do in reality o Belief Generation Statements must be Perceived Comprehended Remembered Believed (at least in part) o Positioning Through Creating Beliefs “It’s not delivery; it’s DiGornio!” “Wal-Mart. Always low prices. Always.” “I just saved a bunch of money on my auto insurance.” “U-um Good!” (Campbell’s Soup) o Measuring attitudes Attitude computed as a function of multiple attributes weighted for importance (model assumes rationality) Attitude toward brand
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Weight of attribute Belief about brand’s performance on attribute Beliefs Semantic Differential Scales o Good------------Bad o Fast-------------Slow o Reliable-----------Unreliable Feelings Likert Scales (Strongly agree . . . . Strongly disagree) o “This product makes me happy Behavioral Intention Rating of likelihood of purchase May need projection if social desirability affects willingness to admit to produce use Attitude Characteristics o Availability/accessibility o Constructed vs. natural o Strength Attitude Change Strategies o Change Affect Classical conditioning “Pairing” the brand or product with desired stimulus o e.g. a car with a beautiful woman Attitude toward the ad A likeable ad for a brand in a mundane product category o e.g. Energizer Bunny, Snuggles (fabric softener) Mere exposure o Change Behavior (e.g. Sampling) Attitudes are inferred from behavior e.g. I buy the product I must like it or it must be good o Change Belief Component Change existing beliefs Difficult Advertiser’s motives are suspect o e.g. Oil companies trying to make consumers believe that the petroleum industry is not as profitable as it seems so they didn’t complain so much about rising prices
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Final Classroom Study Guide - The marketing concept vs the...

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