Marketing

Marketing

1. Culture

   • Acculturation
     • Secondary culture learning e.g. going to another country
   • Enculturation
     • Learning/beomoming part of a culture by growing up in it.
   • Definition
     • The sum total of learned beliefs, values and customs that serve to direct the consumer behaviour of members in a particular society
   • Cultural differences
     • Attitudes to death, Birthdays, Food, Tipping
   • Enthnocentrism
     • consumption influenced by where you live e.g. buying localy
   • What it's about
     • Languages, values, norms, mores, institutions, artifacts, rituals
   • Notes
     • Culture is always changing. A general democratic movement over time influences culture.

2. Group influence and social norms

   • Reference Groups
     • Actual/imaginary, individual/group concieved of having significant relevance upon and individual's evaluations, aspirations and behaviour.
     • The people we associate ourselves with
   • Normarative
     • What is normal behaviour within your environment
   • Comparative
     • People who we choose to compare ourselves to or aspects or aspects of our society we choose to live by
       • Either aspirational or dissocative
   • Indirect
     • Famous people we aspire to be like
   • Direct/Membership Groups
     • People the consumer actually knows 'ordinary people"
   • Aspirational
     • People the consumer doesn't know but aspires
   • Deindividuation
     • Individual identities become submerged within a group
   • Social Loathing
     • People don't contribute much to a task
   • Risky shift
     • Following the crowd, willing to take riskier alternatives if the group decides to
   • Sub-culture
     • A distinct cultural group that exists as an identifiable segment within a larger more complex society
   • Product Constellations
     • Clusters of complementary products, specific brands or consumption acitivites

3. Consumption

   • Marketing
     • A way of doing business that business is driven by consumer expectations
   • Materialism
     • Happiness is directly related to the possessions that you own. We are what we own and what we'd like to own. Consuming something makes it part of your identity
   • STP
     • Segmenting, Targeting, Postioning
   • Afluenza
     • Consumers disease - The more we have the more we want, never happy/satisfied. Unsure when to stop buying. Unhappy because we can't afford to keep buying the things we want.
   • Consuming
     • An experience. Not selling a product but rather a solution

4. Perception and Attitues

   • Sensation
     • Immediate response that takes place, 5 senses.
   • Perception
     • The process by which sensations are selected, organised and interpreted
   • JND
     • Just noticeable difference between 2 stimuli
   • Differential
     • The ability of a sensory system to detect changes or differences between two stimuli (can example)
   • Increasing Percetion
     • 1.Price, attach more value to it. 2. Packaging- make it look expensive 3. Distribution through exclusive channels 4. Have it seen with opinion leaders
   • Perception & Senses
     • Not all born with the same senses, we see things differently
   • Subliminal perception
     • occurs when stimulus is below the level of consumer awareness
   • Attitudes
     • Lasting general evaluation of people, objects, issues etc. Marketing is an ongoing attempt to instill a positive attitude towards a particular product/service
   • 3 components
     • Affect - feelings that you have. Behaviour - Intentions you have to act towards the object of the attitude. Cognition - beleifs about the object
   • Balance Theory
     • Two people who have attitudes towards an object who are known to each other will change their attitudes and merge over time. (Thai food example)

5. Consumer Decision Making

   • Needs
     • Basic human forces that motivate us
   • Wants
     • Needs that we learn
   • Purchasing Decision Model
   • The theory of reasoned action (TORA)
   • Heuristics
     • Simplified strategies/rules of thumb. Allow people to solve problems quickly, done something once, know what to do next time

6. Personality

   • Definition
     • The inner psychological characteristics that both determine and reflect how a person responds to his/her environment
   • Trait Theory
     • Describing someone's personality. Something distinguishing about that person, linked to how consumers make their decisions of a broad product category
   • Freudian Theory
     • Unconscious needs or drives that are the heart of human motivation
   • Id, Superego, Ego
     • instinctual needs, internal awareness of societies moral code of conduct, conscious control of individual that is balancing factor of Id and Superego
   • Self-concept
     • The attitude a person holds towards himself or herself. People have more than one self-concept

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