MKTG 4500 - Finish4 Chapter2&16 - What We Covered...

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T 1- What We Covered Yesterday Consumer Decision Making Process Problem-Solving Needs Information Requirements How retailers can provide information and cues to stimulate purchase and repeat sales Multi-Attribute Model
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T 1- Chapter 4 – con’t
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T 1- Factors Influencing Behavior CULTURAL Culture Subculture Social Class SOCIAL Reference Groups Family Statuses PERSONAL Age & life- cycle stage Occupation Economic circumstances Lifestyle Personality PSYCHO- LOGICAL Motivation Perception Learning Beliefs & attitudes BUYER Kotler (1997). Marketing Management (9 th ed).Prentice Hall, New Jersey, p.173
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T 1- Social & Cultural Factors Influencing Buying Decisions Family Generation gap Influence of siblings (Non-Family) Reference Group (s) Peers (e.g. your friends) Colleagues Culture National/regional Ethnic groups Subcultures
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T 1- What is Culture?
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T 1- Downtown Rotterdam, the Netherlands
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T 1- South Africa
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T 1- Independence Day in Border Town (Bolivia)
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T 1- Syria
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T 1- Current VALS (Lifestyle) Framework http://www.sric-bi.com/
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T 1- Fishbein and Ajzen’s (1980) Theory of Reasoned Action Beliefs that the Behavior leads to certain outcomes Evaluation of the outcomes Beliefs that specific Referents think I Should perform The Behavior Motivation to comply With the specific referents Attitude toward The behavior Subjective norms Relative importance Normative components Intention Behavior Q : How does this model apply to your last shopping trip?
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T 1- Motivation Motivation Physiological (Nutrition & air) Safety Social Needs Esteem ( Prestige status) Self Actualization ) Maslow’s Hierarchy of Needs
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Human Motivation One explanation of human motivation. A motive is a need that is sufficiently pressing to drive the person to act. People have many needs at any point in time. Biogenic needs arise from physiological states of tension, such as hunger, thirst, discomfort Psychogenic needs arise from psychological states of tension, such as need for recognition, esteem or belonging . Hierarchy effect – typically only after biogenic needs are met, do people consider satisfying psychogenic needs Satisfying the need reduces the felt tension. Kotler (1997). Marketing Management (9
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This note was uploaded on 02/28/2011 for the course MKTG 4500 taught by Professor Finnegan during the Spring '11 term at University of Colorado-Colorado Springs.

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MKTG 4500 - Finish4 Chapter2&16 - What We Covered...

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