Transcript Chap. 01
The Meaning of Marketing Marketers are bridge-builders On one side there is the company or organization Marketers are bridge-builders On the other there are consumers Marketers are bridge-builders The company or organization has resources Capital resources Human resources Technical resources Physical resources Consumer franchise Marketers are bridge-builders The consumers have needs Physical Safety Affiliation Prestige Fulfillment Marketers are bridge-builders Marketers build a bridge between the company’s resources and consumers’ needs Marketers are bridge-builders That bridge stands on four pillars Marketers are bridge-builders Name the pillars on which the bridge stands Marketers are bridge-builders Promotion Place Price Name the pillars on which the bridge stands Product Marketers’ two major decisions How to construct the pillars? Product Place Pricing Promotion Orchestration of the Marketing Mix Marketers’ two major decisions To where should the bridge be built? Demographics Geographics Psychographics Market Segmentation Target Marketing Two sources of information Consumer Behavior Principles of the behavioral and social sciences Marketing Research Primary research data Secondary research data What is Consumer Behavior? Consumer psychology Consumer sociology Consumer anthropology Consumer (behavioral) economics Social Science Perspectives Psychology Effects of psychological makeup on: Family formation Mating & dating Religiosity Political preferences Consumer behavior Occupational values Financial behavior Social affiliations Recreational behavior Social Science Perspectives Sociology Effects of social position and conditions on: Family formation Mating & dating Religiosity Political preferences Consumer behavior Occupational values Financial behavior Social affiliations Recreational behavior Social Science Perspectives Anthropology Effects of culture, subculture and ethnicity on: Family formation Mating & dating Religiosity Political preferences Consumer behavior Occupational values Financial behavior Social affiliations Recreational behavior Social Science Perspectives Economics Effects of income, wealth and earning power on: Family formation Mating & dating Religiosity Political preferences Consumer behavior Occupational values Financial behavior Social affiliations Recreational behavior Consumer Behavior perspectives Psychology Sociology Anthropology Economics Structure of the course Consumer psychology Needs Motives Perception Learning Personality Structure of the course Consumer social psychology Communications Attitude formation Attitude change Structure of the course Consumer sociology Reference groups Group dynamics Social class Structure of the course Consumer anthropology Culture Subculture Ethnicity Structure of the course Consumer economics Decision making Perceive risk Innovation diffusion Adoption process