Management and Organizational Studies 1021A/B Lecture Notes - Lecture 3: Marketing Mix, Reinforcement, Psychographic

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: Sarah Ross

Document Summary

Lecture 3: consumer behaviour part 1 - getting into your head! Effective marketers keep an eye on their target market, and work to understand them and satisfy consumer"s wants and needs. Marketers can only control the marketing mix. Culture: what do we value, what do we not value: e. g. Best selling way is where the customer feels so comfortable they don"t even know their being sold something. What a prospective customer is going through : purchase decision process: External: personal sources, public sources, marketer-dominated sources. Evaluative criteria: objective attributes (tangible - functional features, subjective attributes (soft intangibles i. e. image perception) Marketers try to identify the evaluative criteria and include them in the marketing mix to create customer value. Evoked set short list of brands that we might select: from whom, when. Post - purchase behaviour: value in consumption or use. Example: hungry, billboard, buy a burger, 2 types of reinforcements. Taste good! positive reinforcement a: yuck negative reinforcement.