MARK 305 Study Guide - Final Guide: Social Marketing, Easyjet, Determinant
11 Apr 2017
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CONSUMER BEHAVIOR –MARK 305
CHAPTER 1: INTRO TO CB
What is consumer behavior?
Consumer behavior: the study of the processes involved when individuals or groups select,
purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires
Consumption communities: places where members share opinions and recommendations about
anything
Exchange: when two or more organizations or people give and receive something of value
Segmenting Consumers
Marketing segmentation: identifies groups of consumers who are similar to one another in one or
more ways and then devises marketing strategies that appeal to these groups
80/20 Rule: 20% of users account for 80% of sales
Demographics: statistics that measure observable aspects of a population (birth rate, age
distribution, income)
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
Database marketing: tracks specific consumers’ buying habits very closely and crafts
products/messages tailored precisely to their wants/needs
Marketing and Culture
Popular culture: consists of the music, movies, sports books and other forms of entertainments
consumed by the mass market
Consumer-generated content: consumers themselves voice their opinions about products, brands
and companies on blogs, podcasts and social networks and sometimes film their own
commercials that thousands view online
Meaning of consumption
“People often buy products not for what they do but for what they mean.”
find more resources at oneclass.com
find more resources at oneclass.com
The Global Consumer
U-commerce: the use of ubiquitous networks whether in the form of wearable technology or
customized ads, beamed to us on our phones
Virtual Consumption
Horizontal revolution: information flow across people
Social media: online means of communications, conveyance, collaboration, and cultivation
among interconnected and interdependent networks of people, communities, and organizations
enhanced by technological capabilities and mobility
Synchronous interactions: ones that occur in real time (texting back and forth with a friend)
Asynchronous interactions: ones that don’t require all participants to respond immediately
Culture of participation: a belief in democracy; the ability to freely interact with other people,
companies, and organizations; open access to venues that allows users to share content, from
simple comments to reviews, ratings, photos, stories and more
Business Ethics
Business ethics: rules of conduct that guide actions in the marketplace
Consumer Activism + Its Impact on Marketing
Culture jamming: Adbusters’ strategy to disrupt efforts by the corporate world to dominate our
cultural landscape (Buy Nothing Day)
Corporate social responsibility (CSR): when firms voluntarily choose to protect/enhance their
positive social and environmental impacts as they perform business activities
Green Marketing: marketers offer products that are less harmful to the environment and position
their brands on the basis of sustainable attributes
Social marketing: using marketing techniques to encourage positive behaviors (increased literacy
or discouraging drunk driving)
Transformative Consumer Research (TCR): promotes research projects that include the goals of
helping people or bringing about social change
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find more resources at oneclass.com
The dark side of consumer behavior
Consumer addiction: physiological or psychological dependency on products/services
Compulsive consumption: repetitive shopping (often excessive), done as an antidote to tension,
anxiety, depression or boredom.
Illegal activities
Shrinkage: the industry term for inventory and cash losses from shoplifting and employee theft
Anti-consumption: involves rebelling against the idea of consumption itself
Consumer research
Primary research: surveys, focus groups, interviews, observational research, qualitative methods
and experiments → goal is to uncover consumer insight which refers to more than just observing
what consumers are doing; it involves deeper to understand the underlying motivations for a
given behavior
Survey –method of data collection in which the respondents self-report answers to a set
of questions posed by the researcher
Focus groups –usually involve small group sessions with about 6-12 consumer
participants
Interviews –involves direct contact with the consumer
Observational research –consumer behaviors are directly observed in either natural or
controlled setting
oEthnographic research: like observational research but in a real-world context
Qualitative research: story-telling, role-playing, photos, diary, projective techniques, etc
Story-telling –consumers are asked to tell researchers about their experience with the
product
Role-playing –consumers are asked to put themselves in a particular role
Photos/pictures –consumers are asked to provide pictures in ways that represent their
consumption experiences
Diary –track responses and behaviors over a period of time
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Consumer behavior: the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires. Consumption communities: places where members share opinions and recommendations about anything. Exchange: when two or more organizations or people give and receive something of value. Marketing segmentation: identifies groups of consumers who are similar to one another in one or more ways and then devises marketing strategies that appeal to these groups. 80/20 rule: 20% of users account for 80% of sales. Demographics: statistics that measure observable aspects of a population (birth rate, age distribution, income) 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. Database marketing: tracks specific consumers" buying habits very closely and crafts products/messages tailored precisely to their wants/needs.
