mp week four - Marketing Principles This week Chapter 5...

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MKTG1001: Semester 1 Marketing Principles This week… C onsum ers and th eir beh aviou r (C B ) Chapter 5
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MKTG1001: Semester 1 Announcements Restructure of lecture topics – lecture on MR now to after the mid- semester exam Also we won’t cover chapter 6 – on business consumer behaviour Therefore, chapters 4 + 6 not in exam – (which leaves 1, 2, 3, 5, 7)
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MKTG1001: Semester 1 V ictoria B itter (Australia’s num ber one selling beer) A M a r k e t in g C s S u d y
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MKTG1001: Semester 1 What is CB? Understanding customers How they think How they are influenced How they make decisions Better meet their needs Improve strategy and marketing mix
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MKTG1001: Semester 1 Inputs Process Outputs (Figure 5.1) Marketing mix – of all firms Macro environment Purchases Preferences Knowledge Experience
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MKTG1001: Semester 1 In particular we look at. .. (Figure 5.2) Psychological inside their brain C ulture – influence of lifestyle and expectations Personal factors – “w here they are in life” Social – influence of others Purchasing steps/stages W hat situation they are in Also – the macro-environment and marketing efforts
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MKTG1001: Semester 1 Characteristics influencing CB (Simplified Figure 5.2) Psychological Personal Social Culture Marketing
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MKTG1001: Semester 1 Therefore, CB is like a collection of theories, often borrowed from other disciplines
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MKTG1001: Semester 1 Psychological Factors M otivation P ercep tion L em ory B A ttitudes
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Motivation All consumers have needs/drives I’d like a new car I need a holiday I’m hungry I need new clothes for party on Saturday Does your mobile phone have the latest features? Motivation
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mp week four - Marketing Principles This week Chapter 5...

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