Cons Beh study guide exam2

Cons Beh study guide exam2 - Chapter 11 Introduction to the...

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Chapter 11: Introduction to the Environment This chapter is part of Section 4: The Environment and Marketing Strategy The environment Actual vs. Perceived ~actual - a product, objective ex. teacher ~perceived - perception of how something is ex. teacher teaching well/poorly Macro environment vs. Micro environment o Macro environment (big picture view; things you can do nothing about but adapt) Climate Economic conditions Political system General landscape o Micro environment (much closer to our decision making; characteristics or features of the immediate, surrounding environment) More tangible aspects of the environment (that are usually the focus of marketing strategy) Social environment (anything to do with people ex. students) Physical environment (anything nonperson ex. furniture in a room) Aspects of the Environment (Related to Marketing Strategy) Social environment (includes all human activities in social interactions) o Macro social Culture, Subculture, and Social class o Micro social Families and Reference groups Physical environment (the collection of nonhuman, physical, tangible elements that comprises the field in which consumer behavior occurs) o Time (selling product/coming out with before certain event ex. Christmas) o Weather o Lighting Environment created by Marketing strategy o Both physical and social Analysis using Situations Analyze specific situations Analyze generic consumer situations o Information acquisition (get info ex. internet use much higher in US than India vs. tv) Information contact and Communication o Shopping (shopping online vs. at a store: online- compete on price, store- compete on quality) Store contact and Product contact o Purchasing (checks, types of credit cards; having atm machines in store ex. Sams Club) Funds access and Transaction o Consumption o Disposition (how they get rid of item ex. car- resell it) *Environment matters for how people shop, how they think
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Marketing Implications Identify key environmental features of generic consumption situations o Understand affective, cognitive, and behavioral responses to these factors o Modify environment to stimulate, facilitate, and reinforce desired responses Summary The broader environment Aspects of the environment related to marketing strategy Analyzing environment using situations Marketing implications Chapter 12: Cultural and Cross-Cultural Influences Issues in Analyzing Culture (culture= something that is always changing, it is dynamic) Level of analysis Concept of shared meaning Construction of cultural meanings Dynamic nature of culture Individual’s freedom to adopt culture Culture as Content Culture consists of o Beliefs, attitudes, goals, and values o Meanings of characteristic behaviors o Rules, customs, and norms o Meanings of environment Measuring the content of culture o Content analysis (artifact, magazine) o Ethnographic fieldwork (observing, gives you better insights)
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Cons Beh study guide exam2 - Chapter 11 Introduction to the...

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