{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

Week_6 - MKTG 360 Principles of Marketing Fall2012...

Info icon This preview shows pages 1–8. Sign up to view the full content.

View Full Document Right Arrow Icon
MKTG 360 Principles of Marketing David Knuff Lecture Notes: Fall 2012 Lecture set #3 after Exam 1
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
I. Finish with cultural influence II. Social influence III. Memory structure IV. The “self” discussion V. Brands A. Brand equity B. Self-enhancement Overview of Lecture
Image of page 2
Internal: Perception Motivation Learning Attitudes Personality Lifestyle Situational: Physical Environment Time Social : Culture, Social class Group memberships CONSUMER DECISION  INFLUENCES
Image of page 3

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Cultural influences How are cultures learned- 3 types Formal learning: adults or siblings teach you how to  behave Informal learning: imitating the behavior of others, e.g.  family or TV personalities Technical learning: teachers instruct children through a  formal educational environment Most advertisements promote informal cultural  learning by showing a model of behavior to  imitate
Image of page 4
Cultural influences Advertising will try to focus on what the  consumer wants, as identified through research These ads also teach new consumers on what  they should expect or desire Creating the most important attribute Do marketers change or alter culture?  TV Dinners, cosmetics not tested on animals
Image of page 5

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Cultural influences Rituals Symbolic activity consisting of a series of steps that occur  in a fixed sequence and are repeated over time, e.g.  brushing your teeth, singing the national anthem before  sporting events  With every ritual comes artifacts Ritual artifacts (products) that are needed to perform the  ritual or enhance the performance of the ritual What artifacts help with the ritual of Christmas? 50th wedding anniversary? Graduation? New year’s?  Valentine’s day?
Image of page 6
Subculture Easy for consumers to change social class? In U.S. it is thought to be easy,  Differential fertility, lower income families have more  children We should have upward mobility in our society but not  generally true.
Image of page 7

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 8
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern