The process of dividing a market into groups of similar consumers and selecting the most
appropriate group(s) for the firm to
Set of tasks (Steps) in "doing" market segmentation:
1.) Define relevant product market to segment
Marketing Plan Questions
1. What is the need/want you are trying to satisfy? As best as you can, describe
your product or service. (Ch. 1)
2. Assuming you only offer this good or service, develop a good mission
statement (i.e., not too broad or nar
A persons overall evaluation of something (concept).
-May be immediate & unconscious caused by a cue (stimulus)
-May result from of past learning
(conditioning or cognitive learning)
-May be based on careful consideration of beliefs (ex: abortio
What is overt consumer behavior?
the observable and measurable responses or actions of consumers
occurs when consumers come into contact with information, either intentionally or accidentally, about
products, stores, or brands
Innate needs/primary needs
o physiological needs: needs for food, water, air, clothing, shelter, air and sex.
Acquired needs/secondary needs
o needs that we learn in response to our culture or environment- needs for selfesteem, prestige, affec
an actual-imaginary individual or group serving as a point of reference for an individual's beliefs,
attitudes, and behaviors
if not seen by others, people don't care what others think
Vacations video details
- 1/4 no paid vacations
- 9 days/year average for workers
- recession made this worse
- orlando = vacation spot of world
- 23% of US workers say they wouldn't take a vacation this year
"Man Hug" video:
Entourage encouraged the adop
Ch. 9 New Products
1. What is a new product?
2. What is the product life cycle = a concept that provides a way to trace the stages of a
products acceptance, from its introduction (birth) to its decline (death).
a. What is the point of the PLC?
The topics follow:
1 Marketing to children is a very important issue. Abercrombie & Fitch
launched a line of thong underwear for pre-teen (11 & 12 year olds) girls. Words
such as "eye candy" and "wink-wink" were printed on the front of the u
o A Paid form of persuasive communication that uses mass and interactive media to
reach broad audiences in order to connect an identified sponsor with buyers (a
target audience), provide information about products (goods, services,
Chapter 12 & 11
a. The "culture" that sets this group apart from other members of the same society
a. Guides what people within a nation value and directs their purchase behavior
a. An individual's percei
o Determined by such factors as income, wealth, education, etc.
o Group of people you use to model for behavior in specific situations
o Groups of people devoted to a particular brand- (Harley Da
o Multitude of messages all competing to get consumers' attention- all the ads you
see through any media
o Advertising as a personal conversation,Two-way communication
o Attention, Interest, Desire and A
o The complex network of suppliers who produce components and ingredients that
are then sold to the manufacturers
o Consumers who buy goods and services for personal or household use
o The process of identifying a problem that can be solved with marketing
communication, then determining objectives, deciding on strategies and
implementing the tactics
Strategic Business Unit
o A line of products or all the
o Creative strategy and the key execution details
o Informational message that is designed to touch the mind and create a response
based on logic-target audience wants information to make a rational product
Market And Advertising planning
The marketing plan is a document that servers as a guide for the present and future marketing
activities of an organization
The mission statementis a short description of the organization's purpose and philosophy
name calling using negative words, usually in politics, to turn you against a competing person
without giving evidence or facts
plain folks appeal
trying to show that a person or product is good for "ordinary" people,
because a person is "just like you" a
Tone of voice
o Copywriters rights in a specific voice of an audience profile
o Parodied advertising full of cliches (easy as pie), superlatives, puffery (best in
class), stock phrases (buy now), and vague generalities (price too low to
Consumer Decision-Making Process Application
Directions: Think of one purchase that youve recently made (or close purchase that youve
almost made). Try to think of a high involvement purchase, involving time, effort, money, etc.
(e.g., TV, suit, car, furn
Ch. 6 Consumer Decision-Making Process
1. What is the point of understanding consumer behavior?
2. What are the typical steps of the consumer decision-making process?
3. 1st step _
a. A difference between _
b. Two places that stimulate step 1:
Ch. 3 & 5 The external Environment
1. Why do you need to understand your external environment?
2. What are some of the important external environment factors? Examples?
a. What is part of the direct marketing environment?
Lecture Part 22
What type of learning is about to take place in this photo?
Why is Learning Theory Important?
It explains why we learn to react to things in the environme
Lecture Part 21
(Following 2nd exam)
Behavioral Influence Analysis of Consumer Behavior
(Covers material in Text chapters 8, 10, 11)
Viewpoint of the "Behavioral Influence Approach" to analyzing consumer behavior
The ultimate marketing goal is t
Lecture Part 26
Alberto Santos Dumont, a Brazilian,
was the first person to demonstrate
that controlled air flight was
possible. He became famous for
piloting a hot air balloon around
Paris, France in 1901-1906. As he
used his hat to fan
Lecture Part 24
Cultural Influences on Consumers
Definition of Culture Concepts
A culture is not a group of people, but it is something held and maintained by the largest group of
people we analyze, a society.
Culture has a _content?_ which inclu
Lecture Part 23
Classification of Environmental Influences
Classification of Environmental Influences
Lecture Part 25
Subculture and Social Class Analysis
Definition: Distinctive groups of people in a society that share common cultural meanings
for affective and cognitive responses, behaviors and environmental factors.
Some common ways
Decision Making Assignment
On my first glance at the different specifications for the Espresso machines, my eyes
went straight to the Price column. Not to sound selfish, and I of course want to get my sister
and her fianc an awesome Espresso ma
Conducting business in foreign countries can be incredibly complex. In order to have a
chance at success you must be well educated on the cultural and societal aspects of the way
they do business. If an American compa
New Favorite Product
A product that I recently bought for the first time and fell in love with is my Laura
Mercier Tinted Moisturizer. For years Ive been trying to find a good everyday product to wear
on my face that is quick, easy, doesnt irri