Marketing Archives | Page 3 of 5 | The Lawyers & Jurists

Social Class and Consumer Behavior

Social Class and Consumer Behavior Social Class and Social Status n Status is frequently thought of as the relative rankings of members of each social class n wealth n power n prestige Status Consumption The process by which consumers actively ...

Communication and Consumer Behavior

Communication and Consumer Behavior Elements of the Communications Process ® The Message Initiator (the Source) ® The Sender ® The Receiver ® The Medium ® The Message ® The Target Audience (the Receivers) ® Feedback - the Receiver’s Response Ad ...

Consumer Learning

Consumer Learning Importance of Learning l Marketers must teach consumers: – where to buy – how to use – how to maintain – how to dispose of products Learning Theories l Behavioral Theories: Theories based on the premise that learning ...

Consumer Perception

Consumer Perception Elements of Perception • Sensation • Absolute threshold • Differential threshold • Subliminal perception Absolute Threshold • The lowest level at which an individual can experience a sensation. • The point at which a person can detect a ...

Personality and Consumer Behavior

Personality and Consumer Behavior The Nature of Personality n Personality reflects individual differences n Personality is consistent and enduring n Personality can change Theories of Personality n Freudian theory u Unconscious needs or drives are at the heart of human ...

Market Segmentation

Market Segmentation Three Phases of Marketing Strategy l Phase 1: Market Segmentation l Phase 2: Target Market and Marketing Mix Selection l Phase 3: Product/Brand Positioning “Best” Customer Segmentation Demographic Segmentation l Age l Sex l Marital Status l Income, ...

Consumer Research

Consumer Research Quantitative Research • Descriptive in nature. • Enables marketers to “predict” consumer behavior. • Research methods include experiments, survey techniques, and observation. • Findings are descriptive, empirical and generalizable. Qualitative Research • Consists of depth interviews, focus groups, ...

Consumer Behavior

Consumer Behavior: Its Origins and Strategic Appliances Why Study Consumer Behavior? • What consumers think of our products and those of our competitors. • What they think of possible improvements in our products. • How they use our products. • ...

Reference Groups and Family Influences

Reference Groups and Family Influences What is a Group? • Two or more people who interact to accomplish either individual or mutual goals • A membership group is one to which a person either belongs or would qualify for membership ...

Consumer Attitude Formation and Change

Consumer Attitude Formation and Change What are Attitudes? • The attitude “object” • Attitudes are a learned predisposition • Attitudes have consistency • Attitudes occur within a situation The Tricomponent Model • Cognitive Component l The knowledge and perceptions that ...

Marketing

Latest Articles