Management and Organizational Studies 1021A/B Study Guide - Final Guide: Subliminal Stimuli, Sensory Memory, Classical Conditioning

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MOS 1021A/B Full Course Notes
MOS 1021A/B Full Course Notes
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Document Summary

Marketers need to understand the wants and needs of different consumer segments. Market segmentation is an important aspect of consumer behaviour. Consumers can be segmented along many dimensions including: product usage, demographics objective aspects of a population such as age and gender, psychographics psychological and lifestyle characteristics. Perception is a 3 stage process that translates raw stimuli into meaning. Perception is the process by which physical sensations such as sights, sounds, and smells are selected, organized and interpreted. The eventual interpretation of a stimulus allows it to be assigned meaning. A perceptual map is a widely used marketing tool that evaluates the relevant standing of competing brands along relevant dimensions. Products and commercial messages often appeal to our senses but many of them will not succeed. We rely on colors, odors, sounds, tastes, and the feel of products when evaluating them.