ADMS 2200 Lecture Notes - Lecture 4: Business Marketing, Reference Group, Belongingness

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: Richard Patterson

Document Summary

Culture-the values, beliefs, preferences, and tastes handed down from one generation to the next. Influence of reference group depends on two conditions: ^purchased product must be conspicuous, something that not everybody owns. *six classes: upper-upper, lower-upper, upper-middle, lower-middle, working class, lower class. Trendsetters who purchase new products before others in a group and then influence others in their purchases. Individuals tend to act as opinion leaders for specific goods or services based on their knowledge of and interest in those products. Family structure is changing over the last century due to: ^an increase in the number of childless couples. Marketing strategies based on maslow"s hierarchy of needs. Marketing themes-old navy---(cid:498)spring break from coast to coast(cid:499) Perceptions-a person attributes to incoming stimuli gathered through the five senses. Attitudes-person"s enduring favourable or unfavourable evaluations, emotions, or action tendencies toward some object or idea. Learning-knowledge or skill that is acquired as a result of experience, which changes consumer behaviour.