2. Marketing is:
Product, place, price, promotion
Goods and services
Exchanges
To satisfy wants and needs
In order to…MAKE MONEY
3. Utility
The ability to satisfy consumers’ wants and needs:
Glamour
Sex appeal
Status
Functionality
Form – tangible
Task – service
Possession – “for sale”
Time/place – where and when consumers want it.
4. Psychology
Exchanges:
based on “value”
Perception:
based on “equal exchange”
Satisfaction:
based on prior experience
5. Customers
Current:
buy the product
Prospective:
considering buying the
product
Opinion leaders:
influence others to buy
the product
6. Markets
Consumer:
buy for their own use
Government:
buy for civic, provincial, federal use
Local/Regional/International:
Business:
Resellers – buy to resell
Industrial – buy to build something else
7. Marketers
True or false: Everybody sells.
Men Without Hats - Everybody's Selling Something
Marketer: Anyone with an idea, product, or service
to sell.
8. Consumer psychology
Personal processes:
Perception – learning – motivation
Interpersonal influences:
Family – Society – Culture
Non-personal influences:
Time – Place – Environment
Purchase decisions:
Alternatives
Post-purchase feelings:
Positive or negative
9. Personal processes
Perception:
the product exists.
Learning:
the product is compelling.
Persuasion:
you need to buy the product.
Motivation:
you need to buy it now!
10. Learning and persuasion
Learning:
Change in thought or behavior caused by experience.
Persuasion:
Change in thought or behavior caused by promotional
activities.
11. Persuasion
Central route:
High involvement.
Peripheral route:
Low involvement.
Most advertising is peripheral:
People don’t pay close attention to ads, unless they
deeply desire the product, are considering buying it, or
have already bought it.
12. Interpersonal influences
Family:
Early, long-lasting influence
Society:
Opinion leaders, reference groups
Cultural:
Needs and wants handed down from generation to
generation
Heroes:
Celebrities, sports figures, etc.
13. Non-personal influences
Time:
When do you need the product?
Place:
Where?
Financial:
Can you afford it?
Social:
Will you be rewarded for buying it?
Political:
Will the GST stop you from buying it?
Economic:
Good or bad economy?
14. The purchase decision
Evoked set:
The brands you mull over
Evaluative criteria:
Your standards
Purchase decision:
Buy, don’t buy, think about it
15. Cognitive dissonance
Why did I buy this #@$!?
Justifying behavior, usually after you make a
purchase.
The more costly the exchange, the greater the
dissonance.
The more satisfying, the less the dissonance.
Form long-term brand perceptions: positive and
negative.
16. Sources
All images: from Microsoft PowerPoint clip art, 2008
Song: Doroschuk, I. (1989). Everybody's Selling
Something. In YouTube. Retrieved June 16, 2012,
from http://www.youtube.com/watch?v=jivSbcj82tA.
Notes de l'éditeur
Doroschuk, I. (1989). Everybody's Selling Something. In YouTube. Retrieved June 16, 2012, from http://www.youtube.com/watch?v=jivSbcj82tA.