Management and Organizational Studies 1021A/B Final: Lecturenotes-exam.docx
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MOS 1021A/B Full Course Notes
The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs, wants and desires. Identifying opportunities: defining markets, segmentation, building relationships, produce, place, price, promotion. Consumption communities via the internet allow idea sharing and recommendations for consumption. Brands have defined images that resonate with consumers and result in brand loyalty. Various groups influence consumer choices by individuals and organizational buyers. Is acquiring a product a stressful or pleasant. What does the purchase say about pressure or store displays, affect the. Knowledge and data about customers: help to define the market. Lifestyles patterns of living as expressed by aio dimensions. Much more difficult to measure than demographics. People play different roles and their consumption behaviours may differ, depending on the particular role they are playing. People often buy products not for what they do, but for what they mean: brands.