Reference no: EM132201706
Understand the multi-dimensional aspects of the field of Consumer Behavior
What is a consumer? What is a marketer?
80/20 rule
What is brand loyalty?
What are demographics? Psychographics?
What are transactional exchanges?
Your text discusses ethics as it pertains to several chapters – please be informed about the ethics of the field and ethical practices in marketing.
What is relationship marketing? There are also other kinds of marketing, such as cause marketing. Know what these other forms of marketing are.
What is hedonic consumption? What are utilitarian needs?
How does culture influence marketing? What about sub-cultural influences?
Know the stages of perception
What are the different kinds of relationships that a consumer might engage in with a product?
Read and fully understand chapter 4 on Learning and Memory – behavior learning theories, conditioning, reinforcement, cognitive learning theory, memory.
What is conditioning (for example, instrumental conditioning?) What is shaping?
Why do people purchase products, that is, what motivates them?
What is Maslow’s Hierarchy of Needs and how does this inform the marketer in terms of their targeted demographic?
What are affect responses?
For the consumer, what perceived risks are involved in a purchase?
How important is market access to a consumer and how might it be limited?
What is anticonsumption?
What is the JND?
What is the marketing mix and how does a marketer utilize this to differentiate their product from other competitive products?
Know the various approaches to research utilized by consumer behaviorists. These include Freud and Jung as well as Now-Freudian theories. What are archetypes?
Does a brand possess a personality?
What are AIO’s?
What is VALS2?
Know the ABC Model of Attitudes
How are attitudes formed? What are behaviors?
Know the different attitudes models, such as the multiattribute attitude model as well as the Fishbein Model. How do marketers attempt to impact/persuade consumer attitudes. Know the various routes that consumers and marketers might take towards persuasion.
What is the social judgement theory?
What is cognitive dissonance?
We all perceived of different selves – what are these perceptions of ourselves?
Know the traditional communication model and how messages may be altered in transit to the receiver.
Fully understand the consumer decision making process and all of the steps involved in the search.
How do families impact our decision making? How does our environment, religion/role models, and culture impact the decision making process?
What is a reference group?
How does the shopping experience shape our purchases?
Belk's situational variables
Compensatory Rule/non-Compensatory Rule
Simple Confirmation/Positive Disconfirmation etc.
Consumer Behaviorists and marketers consider social class when targeting a demographic – know how social class and income shape the message designed by marketers.
What is LPS? What is EPS?
Why do marketers utilize celebrities – what do they represent to the consumer?
What are opinion leaders?
A product is chosen, utilized and then disposed of – understand this cycle.
How does new media impact the marketing process (for example, viral marketing).
What are the differences between sacred and profane consumption? What is a rite of passage?
Know the different demographic group (for example, baby boomers 1945-1964).