study guide test 1

study guide test 1 - 1 Introandresearchmethods

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1 Intro and research methods 2 Why try to understand consumers? What does it mean that marketing must  involve some reciprocal influence? Who might want to understand consumer  behavior? - Goal of Marketing is to  influence  consumers. But, to influence consumers, marketers  must understand customers. Marketers are therefore  influenced   by  consumers.  o Must consider not just what  consumers prefer, but also consider why   consumers prefer it! o Reciprocal influence between marketers and consumers When marketers try to influence consumers, what are the three types of  responses they can influence? Give an example of each.  - Cognitions (thoughts) - Product-related knowledge, beliefs, opinions, intentions - Affect (Feelings) - Product-related emotions - (Observable) Behaviors  - Product-related decisions and actions  ^ABC^ When can marketers influence these responses? - Pre-acquisition - Acquisition (Whether, what, why, how, when, where, how much, how often) - Post-acquisition (Use, disposal, re-purchase) What must we understand to influence these responses? - Basic human abilities, limitations, and tendencies o Perception, attention, memory, comprehension, categorization, attitudes - Individual differences and personal factors o Motivation, needs, personality, demographics - Environment o Friends, family, group norms, culture
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- -These interact to shape thoughts, feelings and behaviors  Who do we want to influence?  Purchaser and “Influencers” (user, information  gatherer, decider) Consumer Behavior (def):  The totality of consumers’ thoughts, feelings, and decisions  about the consumption, acquisition, and disposition of goods, services, activities, and  ideas. - Thoughts, feeling, decisions - Consumption, acquisition, deposition - Goods, Services, activities, ideas. How did Maidenform, Pringles, and Pampers each benefit from consumer  research?  It is important to do research because intuition is fallible…  1. Maidenform  (video) – Used mail intercept for research. From research  they learned their brand image was not as good as they believed it to be- created new ad campaign because of this.  2. Pringles-  Initially was formed as a response to retailer complaints.  Created as response to complaints about chips in a bag. Turned our  consumer’s preferred regular potato chips. People thought they were too  “artificial” so they targeted to younger people.  3. Pampers Diapers - Response to cloth diapers (aimed at convenience)  Had a hard time in the beginning selling them at first because they thought  it would be too harsh for babies- so they focused on how they are good for  the baby too, not just the mom.  Which academic disciplines can contribute to the study of consumer behavior? 
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study guide test 1 - 1 Introandresearchmethods

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