Sociology 2172A/B Chapter Notes - Chapter 3: Sales Process Engineering, Psychographic, Generation Z
19 Jul 2020
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2 schools of thought: rational/hard sell, based on unique selling proposition (rosser reeves, defines products by a singular unique attribute, and then. = more educated, meaning ads had to be: use of spokes creatures (animated animals ex. fruit loops. Toucan, kellogg"s tiger, etc. : secondary research: information from outside sources good for getting, ex. Maslow"s hierarchy of needs (self-actualization) & purchasing: considerable influence on household purchases of interest to. In-depth interviews open ended questions: observational research monitoring consumers within, ethnographic research observe subjects in their natural, ex. How do we decide what to buy: 5 steps, 1. Awareness making consumers aware of product: 2. Preference deciding on one product over another: 4. Action purchase: baby boomers: people born between 1946-1964. Gender: marketing sensitivity price vs quality, benefit sought convenience, 1. Influencers anyone who can affect the purchase decision of others: 3. Buyers person who purchases product: 4.
