ADMS 3210 Lecture Notes - Lecture 1: Secular Humanism, Database Marketing, Customer Relationship Management
10 May 2016
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Document Summary
May 9th, 2016 to map consumer behaviour towards a sale. Consumer behaviour is a process: consumer perspective vs marketers perspective*** Consumers impact on marketing strategy: marketing concept is all about understanding consumer needs, purpose of understanding consumer behaviour is to predict the future. Petro points card - tracks you - building you a profile. Marketing segmentation: groups of consumers who are similar to tone another. Our diverse culture stresses a segmentation strategy be employed. Relationship marketing involves making an effort to interact with customers on a regular basis, giving them reasons to maintain a bond with the company over time: through database marketing. Database marketing tracks specific consumers buying habits very closely and crafts prducts and messages tailored precisely to people"s wants and needs based on this information. Types of relationships a person might have: self-concept attachment. Walmart vs name brand jeans: nostalgic attachment. Product serves as a link with a past self: interdependence - part of daily routine.
