Marketing for Pre-master College 1 Inleiding

Marketing for Pre-masterCollege 1Inleiding

• Introduction

Boek: Hoofdstuk 1

Hoorcollege 1: Introductie

Hoorcollege 2: Onderzoek

• Consumers as individuals

Boek: Hoofdstukken 2 t/m 6

Hoorcollege 3: Motivation, Opportunity and Ability

Hoorcollege 4: Exposure and Attention

Hoorcollege 5: Attention and Perception

Hoorcollege 6: Knowledge and Understanding

Hoorcollege 7: Cognitive Foundations of Attitudes

Hoorcollege 8: Forming and Changing Attitudes

Hoorcollege 9: Affective Foundations of Attitudes

• Consumers as decision makers

Boek: Hoofdstukken 7 t/m 10

Hoorcollege 10: Problem Recognition and Information Search

Hoorcollege 11: Judgements

Hoorcollege 12: Decision Making

Hoorcollege 13: Post Purchase Processes

• Consumers as group members

Boek: Hoofdstukken 11 t/m 14

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Marketing for Pre-masterCollege 1Inleiding Consumer Behavior

Het gedrag van consumenten: waarom doen/voelen/denken mensen wat ze d/v/d?

Persoon (persoonlijkheid, intelligentie, etc.) & gelegenheid (druk, situatie) Veel over ons koopgedrag, weinig over consumptie & afdankgedrag) Conceptual Relationships What firms get Financial PerformanceMarket Share, Firm Profit What customers do Behavioral Outcomes Loyalty, Brand Equity What customers feelAffective States Satisfaction, Trust or Anger What customers thinkPerceptual Measures Perceived Quality, Utility/Value What firms do Marketing Program Marketing Mix Consumer behaviour 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].Totaliteit van beslissingen samenhangend met de koop, consumptie, afdanking van goederen en diensten, en de verandering over tijd.

involves more than buying: acquiring, using, disposing

involves more than products: services, activities, ideas

is a dynamics process: can involve many people and decisions

Consumer Decisions = to acquire, use, or dispose Whether? What? Why? Why not? How? Ways? When? Where? How much? How often? How long?

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