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chapter
Chapter 5 Objectives
Define marketing & explain advertisings role in the market Identify key participants in the marketing process Outline the consumer perception process & explain why perception is everything
5-2
Discuss various influences on consumer behavior Describe fundamental motives behind consumer purchases Discuss product utility and the relationship between utility and consumer needs
5-3
Pricing
Distribution
Promotion
Conception
Advertising
5-4
Perception
Customers Sellers
Satisfaction
Utility
Markets
Marketers
Consumer
Business
Government Local Regional or National Transnational or Global
5-9
5-10
5-11
5-12
Conditioning
Memory, thinking, problem solving Relevant to complex purchases and learning from other people
5-13
5-14
5-15
5-16
5-17
Negative Motives: problem removal or avoidance Positive Motives: benefit, bonus, or reward
5-18
5-19
Family
Culture Society:
Reference Groups & Opinion Leaders
5-20
5-21
5-22
Evaluative Criteria
Capacity Durability Battery life Ease of obtaining and loading music
5-23
Evaluative Criteria
Capacity Durability Battery life Ease of obtaining and loading music
Cognitive Dissonance
Was it worth the money? Will it last as long as my old one? Could I have found a better price?
5-24
Evaluative Criteria
Capacity Durability Battery life Ease of obtaining and loading music
Cognitive Dissonance
Was it worth the money? Will it last as long as my old one? Could I have found a better price?
Postpurchase Evaluation
Its so small. I like the color. It doesnt take long to put my music on it.