BUSI 2204 Chapter Notes -Butters Stotch, Selective Exposure Theory, Subliminal Stimuli
Document Summary
Buying behaviour for final consumers of goods and services for personal consumption. Assessing behaviour of how consumers respond to various marketing efforts t4he company might use. Marketing stimuli consist of the 4 ps. Consider the buyer"s environment: tech and economic, social and cultural. Marketers must understand the role based by the butter"s culture, subculture and. Subcluter include religious groups, life experiences and racial groups. Can target radio messages and billboards to their researched groups. Ex. targeting the spanish community with spanish language ads, social media and bilingual signs in stores. Also, stocking shelves with products that appeal to the special preferences of hispanics. Marketers also adopt a total market strategy the practice of integrating ethnic themes and cross-cultural perspectives within their mainstream marketing. Need recognition: buyer recognizes the problem or need and the need triggered by internal stimuli, marketer should look into what drove the consumer to perceive this need.
