BUSML 4201 Study Guide - Midterm Guide: Cognitive Style, Aspirin, Toothpaste

• School: Ohio State University
• Department: Business Admin:Marketing & Log
• Course: BUSML 4201
• Professor: All

Document Summary

Interdisciplinary influences: marketing, psychology, sociology, anthropology, neuroscience, economics, statistics, etc, consumer behavior employers, universities, market research firms, manufacturers, advertising agencies, retailers, governments, museums, etc. Intuition and introspection do not always provide real insight: you a(cid:396)e (cid:374)ot the (cid:862)a(cid:448)e(cid:396)age(cid:863) (cid:272)o(cid:374)su(cid:373)e(cid:396)! I(cid:374) (cid:373)ost (cid:272)ases, (cid:455)ou do (cid:374)ot (cid:396)ep(cid:396)ese(cid:374)t the ta(cid:396)get (cid:373)a(cid:396)ket (cid:455)ou(cid:859)(cid:396)e t(cid:396)(cid:455)i(cid:374)g to reach: that means you need to collect data to figure out what consumers want, need data to study consumers! Influencing need recognition: move actual state downward, move ideal state upward, dark side of manipulating ideal state, often times the ideals are not attainable/realistic, understanding (cid:272)o(cid:374)su(cid:373)e(cid:396)s(cid:859) (cid:374)eeds, fi(cid:396)(cid:373)s (cid:374)eed to u(cid:374)de(cid:396)sta(cid:374)d (cid:272)o(cid:374)su(cid:373)es(cid:859) (cid:374)eeds. What (cid:272)a(cid:374) (cid:455)ou do (cid:449)ith this understanding: segment based on needs, classify consumers into groups of similar needs. I(cid:374)flue(cid:374)(cid:272)e (cid:272)o(cid:374)su(cid:373)e(cid:396)s(cid:859) (cid:374)eed (cid:396)e(cid:272)og(cid:374)itio(cid:374: move actual state downward and move ideal state upward, mo(cid:374)ito(cid:396) (cid:272)ha(cid:374)ges i(cid:374) (cid:272)o(cid:374)su(cid:373)e(cid:396)s(cid:859) (cid:374)eeds, find out what they consider a plausible ideal state, develop need-satisfying offerings.