MCS 2600 Lecture Notes - Lecture 1: Anthropomorphism, Customer Relationship Management, Rationality

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2600
• Professor: Khalil Rohani

Document Summary

Needs: are the essence of the marketing concept, marketers do not create needs but they make consumers aware of those needs. Innate needs: physiological needs that are considered primary: acquired needs: learned in response to our culture or environment. Anthropomorphism: which refers to attributing human characteristics to something that is not human. Factors that motivate people to go shopping: seeking out specific goods, recreational shopping (no product in mind, activity-specific shopping, demand-specific shopping. Substitute goals: are used when a consumer cannot attain a specific goal, this substitute goal will dispel tension. Selecting your goals depends on the induvial: personal experiences, physical capacity, prevailing cultural norms, goals accessibility. Rationality means that the consumer is selecting a goal based on objective criteria such as size, weight and price. Irrational behavior: is more specifically described as an action or opinion given through inadequate use of reason, emotional distress or cognitive deficiency.