MARK 310 Study Guide - Final Guide: Corporate Social Responsibility, Consumer Behaviour, Brand Equity
Chapter 1
• Consumption communities: The growth of the web has created thousands of online
consumption communities, where members share opinions and recommendations about
anything from a Barbie doll to baseball fantasy league team line-ups to IPhone apps
• Market segmentation strategies: means an organization targets its product, service, or idea only
to a specific group of consumers rather than to everybody-even if that means that other
osues ho do’t elog to this taget aket ae’t attated to it.
• 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.
• Segmenting, targeting and positioning
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• Marketers have to understand the wants and needs of different consumer segments.
Segmentation: these jeans are not for everyone
• Heavy users: companies define market segments when they identify their most faithful
consumers or heavy users
• 80/20 rule: 20 percent of users account 80 percent of sales
• Role theory: takes the view that much of consumer behavior resembles actions in a play. We as
consumers seek the lines, props, and costumes necessary to put on a good performance
• Self-concept attachment: the product helps to establish the ustoe’s idetit
• Notaslgic attachment: the product serves as a link with a past self
• Itedepedee: The podut is a pat of the use’s dail outie
• Love: the product elicits emotional bonds and strong emotions
CHAPTER 2
Marketer obligation, consumer rights: Marketers have an obligation to provide safe and functional
products as part of their business activities
• “oial Maketig eouages positie ehaio ad disouages egatie atiities e: do’t tet
and drive).
• Corporate Social Responsibility (CSR) is the process of encourage organizations to make a
positive impact on stakeholders
• Cause aketig is a stateg that aligs usiesses ith a ause To’s Oe fo Oe.
A triple bottom-line orientation refers to business strategies that strive to maximize return in three
ways:
• Fiaial: poide pofits to stakeholdes
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• “oial: etu eefits to the ouities hee the ogaizatio opeates
• Eioetal: iiize daage to the eioet o ee ipoe atual oditios
CHAPTER 3
Subliminal Advertising is a controversial - but largely-perceived ineffective - way to talk to consumers.
Semitic relationships:
• Object: is the product that is the focus of the message
• Sign: is the sensory image that represents the intended meanings of the object
• Interpretant: is the meaning we derive from the sign
• Icon: is a sign that resembles the product in some way
• Index: is a sign that connects to a product because they share some property
• Symbol: is a sign that relates to a product by either conventional or agreed-on associations
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Document Summary
We as consumers seek the lines, props, and costumes necessary to put on a good performance: self-concept attachment: the product helps to establish the (cid:272)usto(cid:373)e(cid:396)"s ide(cid:374)tit(cid:455, notaslgic attachment: the product serves as a link with a past self. I(cid:374)te(cid:396)depe(cid:374)de(cid:374)(cid:272)e: the p(cid:396)odu(cid:272)t is a pa(cid:396)t of the use(cid:396)"s dail(cid:455) (cid:396)outi(cid:374)e. Love: the product elicits emotional bonds and strong emotions. Subliminal advertising is a controversial - but largely-perceived ineffective - way to talk to consumers. Semitic relationships: object: is the product that is the focus of the message, sign: is the sensory image that represents the intended meanings of the object. Interpretant: is the meaning we derive from the sign. Icon: is a sign that resembles the product in some way. Index: is a sign that connects to a product because they share some property: symbol: is a sign that relates to a product by either conventional or agreed-on associations.
