This preview shows page 1. Sign up to view the full content.
Unformatted text preview: Certain genotypes will respond to stimuli in 29
predictable ways. i.e.: desired outcomes Y;
– e.g.: choice of your PDA by a certain segment of consumers – Controllables i.e.: variables X that you can affect and which have a known effect
– e.g.: information search and evaluation, affective reactions, personality
level segmentation – Contingency factors i.e.: variables Z that depending on their level alter the X-Y relation;
– e.g.: budget 5 Lecture 14 Lecture 14 Final Exam Final Exam Revision Revision Application TBA. For example: Segment: Target: understand
customers Position: Duration 2 hours The exam is composed of three distinct sections: offer utility
copy – Segment the market on personality types, certain response behaviours related
with certain personality types; i.e.: target The final exam is worth 40% of the overall assessment – Positioning a PDA involves: – To be advised… Open conscientious extroverts, who are more likely to seek variety, have a higher
threshold for risk but value organization in their lives. This group fits the profile of early
adopters. – Offer uniqueness and utility (cognitive aspect of attitude) via Communication to aid information search and evaluation (active inform search, limited
evaluation) You must pass the final to pass the subject! Product design to meet need states of the target market (functionality and style –
visible consumption) Pricing and distribution to facilitate exchanges (economic value) – Create long-term brand loyalty (emotional component of attitude)
long- 31 32 Lecture 14 Lecture 14 Course Evaluation Summary Revision Revision Please evaluate the lectures and the course design. Model of consumer behaviour Relations between variables Identify the variables you can affect to influence
Identify the variables you can affect to influence
consumer behaviour 33 Apply to a marketing problem
Bottled Water 34 Lecture 14 The End
Live long and prosper 35 6...
View Full Document
This note was uploaded on 11/12/2013 for the course MARK 2051 taught by Professor Chylinski during the Three '12 term at University of New South Wales.
- Three '12