Consumer behaviour reflects the totality of consumers decisions with respect to the acquisition
(the process which you gain knowledge or learn a skill), consumption and disposition of offerings by
decision making units over time
What is consumer behaviour
WEEK 5: Customer journey / Value through services and
Understand the 4 categories of services.
Understand the 4 characteristics of services.
Understand the key 4 elements of managing services.
Understand the concept
MKTG506: Digital Marketing
Web design strategy
To understand the elements of web design
To understand the concept of usability and its
To link the importance of web design with
customer loyalty and purchase intentions
MKTG506: Digital Marketing
Online customer engagement
What is engagement?
The concept of engagement has been researched in
management literature for many years
Marketing literature has only invested interest in the
subject in the last decade (Brodie et
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Selecting Celebrity Endorsers:
The Practitioner's Perspective
B. Zafer Erdogan
Michael J. Baker
Although a number of scholars have investigated effective celebrity endors
SOCIAL, ETHICAL, ENVIRONMENTAL
AND REGULATORY ISSUES.
MKTG 505 Hayley Cocker
Contemporary Issues in Advertising
What Do These Ads Have in Common?
D&AD White Pencil: Creativity for Good
Ads that address a relatio
Revisiting the IMC construct
A revised definition and four pillars
University of Asia and the Pacific
This paper re-examines a definition of integrated marketing communications (IMC) previously publi
Social Comparison and the Idealized Images of Advertising
Author(s): Marsha L. Richins
Source: Journal of Consumer Research, Vol. 18, No. 1 (Jun., 1991), pp. 71-83
Published by: Oxford University Press
Stable URL: http:/www.jstor.org/stable/2489486
Advertising Uses and
Received July 1993
Revised December 1993
The University of Edinburgh, UK
There is growing recognition of consumers advertising sophistication and the
Account Planning: Current Agency
Perspectives on an Advertising Enigma
The University of
The account planning "philosophy" of creative advertising development has been
hyped on both sides of the Atlantic for more than 30 years yet t
Account planning - from genesis to revelation
Baskin, Merry;Pickton, David
Marketing Intelligence & Planning; 2003; 21, 7; ProQuest Business Collection
Reproduced with permission of the copyright owner. Further reproduction prohibited without perm
2.3: FINANCIAL OBJECTIVES
The financial objective upon this project is to increase the sales from the launching year (2016) to
2017 by 23.7%. We are planning to advertise the product in every medium of media coverage.
TABLE 1: ESTIMATION OF MANAGEMENT EXP
Market segmentation, targeting and positioning
1. The technique used by marketers to get to grips with the diverse nature of markets is
called market segmentation. Market segmentation is defined as identification of
individuals or organizations w
you feel more
like a valued
1. Improvements to Service
Friendlier , more attentive staff
Faster more efficient service
Personal treatment (remember my name,
remember my order)
More Knowledgeable staff
Shopping without pain: Compulsive
buying and the effects of credit card
availability in Europe and the Far East
Hui-Yi Loa, b,
, Nigel Harveyb,
College of Management, Yuan Ze University, Taiwan
Division of Psychology and Language Sciences, Universit
Prepared by Maria Piacentini
Tutors: Morven McEachern; Maria Piacentini; Ahmad Daryanto
Introduction to MKTG 225
Aims of this first Workshop are to:
Go over lecture and Workshop
Lecture 6 Mission, Objectives
Mission, Objectives, Strategy and
Tactics in TMG!
Week 2 test
N, mark >70%
towards credit and debt
Attitudes towards credit and debt have changed in recent years, with
some consumers thinking that taking on significant debt is norma
Nelson Mandela and Post
Giovanna Moncada Paterno Castello
Biography of Nelson Mandela
Rolihlahla Mandela origins
Rolihlahla Mandela fathers death chief takes care o
MARKETING SIMULATION (MKTG206)
Second Test (15%)
Marketing Information System is when people, equipment and procedures
gather, analyse, sort and develop timely and accurately for then been given to the
marketing decision makers. To carry out a m
Business: e.g. Airplane Companies, Apple
Company, Zara, Internet Cafes, Hot Spots.
Public Sector : e.g. Health (Telemedicine),
Administration Taxes, Tourism.
Private Customers: e.g. Leisure-in general
citizens that purchas
MICHAELMAS TERM REVISION
Topic 1: Histories of Marketing!
What is a Market? !
Capitalism and free market economy!
What is Marketing?!
Beginning of marketing!
The Managerial Turn (1950s): Modern Marketing!
The Implicit Mark