Week 4 - MKTG 4890 Week 4 0 Customer Analysis Strategic 5 -...

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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 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 Consumer Influences 1. Economic 2. Social 3. Cultural 4. Psychological 5. Motivational 0
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The 4 Grand Old Theories 1. The Econo mic Consu mer (Late 1800's) (Lord Alfred Marshall, Cambrid ge Economi st ) 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 The superego ( two functions: reward and punish) Primarily unconscious 0
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The Grand Theories 3. The Conditi oned Consu mer (Late 1800's) (Ivan Pavlov, Psychol ogist)© 0
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The Grand Theories 4. The Social Consu mer (Late 1800's) (Thorst en Veblen, Sociolo gist) Conspi cuou 0
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Modern-day thinking Incorporates much of the Grand Theories
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Culture © Cultural Factors Subculture Social Class Buye r 0
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Understanding 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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This note was uploaded on 04/15/2011 for the course BUSI 4890 taught by Professor Staff during the Spring '11 term at North Texas.

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Week 4 - MKTG 4890 Week 4 0 Customer Analysis Strategic 5 -...

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