Here’s a complete summary of the end-term material covering topics 1 through 9. This summary includes all slides from the handouts, along with additional notes, figures, and examples from the lectures to help you understand the topics better. At the end of each topic, you’ll also find some prac...
SUMMARY MARKETING END TERM PRE MASTER - TILBURG UNIVERSITY
Topic 1: Introduction 2
Topic 2: Motivation, Ability and Opportunity 9
Topic 3: Problem recognition and Internal Information 19
Topic 4: External Information: Perception and Attention 30
Topic 5: Knowledge and Understanding 44
Topic 6: Attitude 59
Topic 7: Evaluation and Decision 83
Topic 8: Choice Reflection 100
Topic 9: Social influence 111
,Topic 1: Introduction
Learning objectives
- The position of consumer behavior in marketing management → illustrate
- A sneak preview of how Consumers and Marketing interact → understand
- The importance of really understanding Consumer Behavior → convince
Agenda
Marketing
- Inside-out and outside-out
- Consumer behavior
Consumer Insight
- Knowledge versus understanding
- Correlation versus Causality
Marketing
Positioning
Business process:
Finance is about stock, investments
Accounting is more about money flows.
Marketing is the social and managerial process by which individuals and groups obtain what
they need and want through creating and exchanging products and value with others.
→ its external process. Accounting is more an intern process.
Inside- out and outside – in
,Consumer behavior
Consumer behavior: Are they willing to buy the product or go to the shop. What is their
capacity? Do they understand the commercials? What is the impact of reviews? What is the
impact of different components? How we do business.
Consumer behavior reflects the totality of consumers’ decisions with respect to the acquisition,
consumption, and disposition of goods, services, time, and ideas by (human) decision making
[over time].
- When is it time for an Aperol spritz?
- Good and Service: a tire is a good. Changing a tire is a service
- Stop climate change before it changes you
Why do we need consumer behavior?
- Misconception 1: Consumers are Sales Figures
We are hoping that the growth will cover the loss
Those are kicked out whitin a year.
, Why do we need consumer behavior?
- Misconception 2: We can trust our intuition
Why do we need consumer behavior?
- Misconception 3: We know what consumers want
We really need to understand the WHY
Some key insights:
- Consumers are living people… not data points, simply numbers or dead sales figures
- Individuals react on the basis of perception;not on the basis of objective reality
- Objective product features are not the same as consumer benefits
→ We need to really understand consumers to better satisfy their needs
→ Our intuitions about what consumers perceive, think, feel and will do … are often wrong
How companies often think about consumers:
Quite often it’s wrong. If we believe in
lowering the price, than Lidl or Aldi would
have a 100% market share.
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