Week 5 - MKTG 4890 Week 5 Customer Analysis Segmentation...

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Unformatted text preview: MKTG 4890 Week 5 Customer Analysis Segmentation Strategic 5 - Cs Customer Company Competitor Over competitor (Create greater value) Mktg. Strategy: Achieve max positive differentiation Context/Collaborators Customer Analysis Philosophies of Motivation 1. Behaviorist School (SR) 2. Cognitive School (Goal Achievement ) Consumer Needs Physiological Safety Affiliation Achievement Self Expression Order/Understanding Variety Seeking Cause- Effect Relationship Perception Role played by Perception Ability to perceive stimuli thru 5 senses: Vision: Color Brightness (Casinos) Hearing: Auditory intensity Jingles (Airoplane Jelly) Loudness (TV Commercials) Silence (Kleenex ad) Taste: Individualistic Cross-cultural differences (McDonalds rice burgers and seaweed in Japan, beer in Germany, wine in France) Smell: Women have better sense of smell than men Pleasant-smelling environment has +ve effect on shopping Calvin Kline unisex perfume- CK One Role of Perception (2) Touch: Customers touched by salesperson more likely to comply with the salespersons requests Cultural differences (Latin America and Asia) Subliminal Perception (sub-below, limen- level of awareness) Public concern No more effective in advertising than liminal Attitude defined :Overall orientation toward an object comprising Emotions or feelings about specific attributes Beliefs about specific attributes...
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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 5 - MKTG 4890 Week 5 Customer Analysis Segmentation...

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