Tute work 2.1
a) categorical discrete
b) categorical, nominal
d) Numerical, continuous
f) categorical, ordinal
g) numerical, continuous
h) Numerical continuous
i) Numerical continuous because the
Week 8 Homework
I remember last
Week 4 Homework
Choose a brand draw the schema for it. Identifying the associations, their valence (positive vs.
negative) and salience (link strength). What (if any) are the unique associations? Find one example
of communications from the brand (advertis
Week 6 Homework
Select two advertisements: one for a high-involvement product and one for a low-involvement
product and compare the persuasion techniques used to influence consumers' attitudes in each of
the two ads. How are they different?
I have chosen
Knowledge and Understanding
The research participation is explained in detail at the beginning of this lecture
KNOWLEDGE CONTENT SCHEMA
Schema (aka association network) set of facts and associations linked to a concept
- Every objec
Attitude formation and change
How are attitudes formed and changed?
Affect (feelings, mood, emotions)
Attitudes can be made from entirely from cognitive or purely from
emotions or both.
o E.g. a toothpaste ad would be purely cogniti
The Process of Making Decisions
Problem Recognition Information Search Judgment & Decision making Post
Recognising there is a problem (subjective to people)
Actual State (current)
o Where we are now (E.g. Sitting i
Buyer Behaviour Week 1: Expectations and Program
LO1: Define Consumer Behaviour and explain its elements
product, service, activity, or idea offered by a marketing organisation to consumers
Idea of someone buying a product
Week 8 notes
JUDGEMENT & DECISION MAKING
Option Evaluation and choice (Low and High)
Low effort (heuristic) decision-making
There are three types
o Non-conscious decision-making
o Other types of low-effort decision making tactics
Age influences & Age Cohorts
People born after 2000
People born after 1980ies and 2000. Can be divided into
three segments Y adults, Y teens and Y kids
People born between 196
Knowledge and Understanding (Memory)
* When we learn something, we
would encode it (to make sense of
something) and memorize it.
* If that information is encoded
deep enough it would stay with us
therefore that stage is calle
Psychological core Motivation, Ability & opportunity
Buyer Behavior Lecture #2
An internal state of tension caused by disequilibrium (imbalance) from an ideal or desired
More on an abstract or general level
Psychological or environmental bas
POST DECISION PROCESS
Post purchase satisfaction? Why do we care?
Attitudes often develop after purchase
Building and sustaining customer loyalty involves a long-term process, not
a once-off transaction
o E.g. If a customer buys a filtering water machin
Week 11 Homework
Pick two brands from the same product category that use different opinion leaders to promote their
brands. Discuss the effectiveness of the opinion leader strategy for each of the brands.
Colgate uses identify opinion le
Week 5 Homework
Think of one marketing ad that you remember well and that comes to mind right away. What do you
think made this ad memorable for you? Did any of the memory-enhancing techniques you learned
about play a role in making you remember this ad?
Consumers are not always confident about their acquisition, consumption,
or disposition decisions.
Attitudes often develop after purchase.
How does post-purchase satisfaction affect behaviour?
Expectations: The belief about how a pro
When you get the case for exam work it! Do situational analysis!
Two types of questions for strategy exam:
Based on lectures and the cases we discussed during the semester
Based on a new case released to you one week before the exam (the case will also
Strategic Planning Theories
Porters five forces analysis
Tool for understanding where power lies in a business situation
Giving you an understanding of where power lies, you can take
advantage of a strength, improve a situation of weakness, and avoid
Sports Marketing - Week 8 Lecture Notes
Sponsorship: Needs to fit between brands values and cultures is critical
Embedding brand culture and values is critical to succeed in sponsorship a dyadic
Signage: Merely a reminder of the narrative (
Sports Marketing Lecture 6 Sport Product and Branding
Articulating the Sport Offering:
Sport as a commercial exchange has both service and product elements
The act of consuming sport in its purest form is intangible the event is observed and
Sports Marketing Lecture 3
Consumer loyalty: What is loyalty?
o A concept that is easy to grasp in everyday discussions, but hard to analyse for
o First studied in relation to products and brands, and was not applied to relat
Sports Marketing and Sponsorship: Lecture 1
Sport develops, maintains, and reinvigorates self-esteem.
Sport products are differentiated by meanings experiential, emotional and linked to
What is sports marketing?
Consists of all activities
Sports Marketing Week 10 Notes
Sponsor-Linked Marketing (SLM): The orchestration and implementation of marketing activities for
the purpose of building and communicating an association to a sponsorship.
Businesses forced to consider such decisi
Sports Marketing Week 5 Fan behaviour, segmentation and the important of the internet.
Sport takes in a wide market and consumer demographic. Making sense of this is important for sport
marketing decision makers.
Sports fans can be segmented:
Sports Marketing - Lecture 4
Motives of involvement and loyalty
Motivation: a term that refers to a process that elicits, controls, and sustains certain behaviours.
Motivation scales: a measurement tool of sport consumer involvement motives
Sports Fan Mot