Exam 3 Study Guide 2

Exam 3 Study Guide 2 - Chapter 11 Introduction to the...

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Chapter 11  Introduction to the Environment Environment - refers to all the physical and social characteristics of a consumers external  world, including physical objects (products and stores), spatial relationships (locations of stores  and products in stores), and the social behavior of other people (who is are and what they are  doing) Functional environment - segmentation  Experience the environment in the same way Social environment- Macro - influences general consumer behavior -larger number of people -refers to the indirect and vicarious social interactions among very large groups  of people Micro -social aspects (face to face w/ family, friends) -tangible/ intangible (time, weather) (product) immediate surroundings like a dirty floor in a store, talkative salesperson, the hot weather today -vicarious/ indirect (watch other people) Families and reference groups are influenced by the macro social  environments of culture, subculture, and social class Social environment -culture -subculture -social class For instance a marketer might find that consumers in different subcultures or  social classes have quite different means-end chains concerning a product,  which indicates they are likely to respond differently to marketing strategies.  Such differences make macro social environments useful for market  segmentation. Physical environment Includes all the nonhuman, physical aspects of the field in which consumer  behavior occurs o Spatial - include physical objects of all types (including product and  brands), as well as countries, cities, stores, and interior design
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o Non-spatial - elements include intangible factors such as temperature,  humidity, illumination, noise level, and time Time - time of the day, day of the week, day of the month, and the  season of the year Weather - ex. Campbell soup is advertised on radio  advertisements when there is a storm- weather also can change  people’s moods Lighting - people work better in lighter rooms, but direct overhead  light is not pleasant, candlelight draw people together etc. Marketing Implications Although marketing managers cannot control much of the environment, they can influence  certain aspects of the environment. Reference Group - indirect (not face to face) Example: celebrity spokespeople Direct social interactions - have strong influences Similarities in physical and the social environment They both are the marketing environment- with physical stimuli like lighting (Price, promotion, place, product) Consumer + Functional Environment + Affective, Cognitive and Behavioral=  Situation Situation - involves a sequence of goal directed behaviors, along with affective and cognitive 
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Exam 3 Study Guide 2 - Chapter 11 Introduction to the...

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