Week 4 - MKTG 4890 Week 4 MKTG 0 Customer Analysis...

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MKTG 4890 Week 4 MKTG 4890 Week 4 Customer Analysis 0
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Strategic 5 - Cs Customer Company Competitor Over competitor (Create greater value) Mktg. Strategy: Achieve max positive differentiation Context/Collaborators
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Customer Analysis 0
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Objectives Objectives Why do consumers buy what they buy? Who or what Influences on Buying Behavior? What is the Buyer Decision Making Process? 0
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5 Categories for Describing 5 Categories for Describing Consumer Influences Consumer Influences 1. Economic 2. Social 3. Cultural 4. Psychological 5. Motivational 0
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The 4 Grand Old Theories Consumer (Late 1800's) all, Cambridge Economist ) alytic Consumer (Late nd Freud, Psychiatrist)© 0
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Freud's Psychoanalytic Theory The id (most basic system) entirely unconscious source of psychic energy geared to pleasure/pain very powerful/demands immediate gratification has no knowledge of objective reality The ego ( protects id from pain) * in contact with external world governed by realism uses defense mechanisms 0
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The Grand Theories d Consumer (Late 1800's) Psychologist)© 0
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The Grand Theories onsumer (Late 1800's) Veblen, Sociologist) s Consumption the Leisure Class”) 0
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Modern-day thinking Modern-day thinking Incorporates much of the Grand Theories
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Culture © Cultural Factors Cultural Factors Subculture Social Class Buyer 0
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Understanding Understanding Cultural/Subcultural Impact Cultural/Subcultural Impact One of the most basic influences on an individual’s needs Transmitted through three basic organizations Family Religious organizations Educational institutions
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Week 4 - MKTG 4890 Week 4 MKTG 0 Customer Analysis...

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