MCS 2600 Lecture Notes - Lecture 1: Market Segmentation, Customer Retention, Mnemonic

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2600
• Professor: Khalil Rohani

Document Summary

Puppy budweiser add: creates a story, creates buzz, borrowed attention, 9 million dollars for a 1 min commercial. Consumer behaviour: the behaviour that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs. Canadian success story: importance of consumer behaviour: tim horton"s started in 1964, merged with wendy"s in 1999, hasoperjtions in several states in the us, bought by burger king in 2014. Thursday, january 14, 2016: be able to expand more into the us and internationally, students, families, elderly, working people etc. (broad target group) Behaviour information and targeting: specialized information exchanges and cookies, consumer access to information; product comparisons. How does technology affect the marketing mix: interactive and novel communication channels, customizing products and promotional messages, better prices and distribution. 20s to go into ltm: mnemonic memory tool. Starbuck"s ad 1: we are the ones that , advertising products, quality, personalization, sophistication, environmentally conscious,