What we buy, how we buy, where and when we buy, in how much quantity we buy depends on our perception, self-concept, social and cultural background and our age and family cycle, our attitudes, beliefs values, motivation, personality, social class and many other factors that are both internal and external to us.
Exposure to dogs versus cats can influence consumer behavior by priming different mindsets. Dogs prime a promotion-focused mindset that emphasizes growth and risk-taking, while cats prime a prevention-focused mindset that emphasizes security and risk-aversion. Studies show dog exposure leads consumers to prefer stocks, lotteries, and promotion-focused products and services, while cat exposure leads consumers to prefer mutual funds, avoid lotteries, and choose prevention-focused options. Marketers can leverage these effects by featuring dogs or cats in ads depending on whether they want to encourage risk-taking or security-seeking behaviors in consumers.
Post purchase behaviour- Buying and DisposingAditi Sharma
Post-purchase behaviour- Buying and Disposing
1. Issues Related to Purchase and Postpurchase Activities
2. Situational Effects on Consumer Behaviour
3. Physical and Social Surroundings
4. Temporal Factors
5. Queuing Theory
6. Total Quality Management
7. Temporary Ownership Evolution
Dokumen ini membahas teori pembelajaran konsumen dalam iklan. Terdapat beberapa unsur teori pembelajaran seperti motivasi, penguatan, isyarat, dan tanggapan. Teori ini menekankan bahwa pembelajaran merupakan perubahan tingkah laku yang dapat diamati. Ada beberapa jenis pembelajaran seperti klasik, instrumental, dan melalui pengamatan. Faktor-faktor yang mempengaruhi pembelajaran antara lain pengulangan, generalisasi
This document provides an overview of multi-attribute attitude models in consumer behavior. It defines attitudes and their components (cognitive, affective, behavioral). It describes Fishbein's multi-attribute model which measures beliefs about product attributes, evaluations of attributes, and an overall attitude score. It also discusses the attitude-toward-object model, attitude-toward-behavior model, and theory of reasoned action model; all of which examine how beliefs, attitudes, and social norms influence behavioral intentions and actions.
Learn how McKinsey & Company works with different organizations to help them develop a customer experience vision. This presentation outlines how to define your CX aspiration, align leadership, and how to cascade the vision to the front line.
BB Chapter Seven : Post Purchase Processes, Customer Satisfaction and LoyaltyBBAdvisor
The document discusses post-purchase processes, customer satisfaction, and consumer loyalty. It covers topics like post-purchase dissonance, product use and non-use, product disposal, purchase evaluation, customer satisfaction, and repeat purchase behavior. The key aspects of each topic are explained through examples and frameworks. Customer satisfaction is influenced by expectations, perceived performance across instrumental, symbolic, and affective dimensions. Dissatisfaction can lead to actions like taking no action, switching brands, or warning others.
Exposure to dogs versus cats can influence consumer behavior by priming different mindsets. Dogs prime a promotion-focused mindset that emphasizes growth and risk-taking, while cats prime a prevention-focused mindset that emphasizes security and risk-aversion. Studies show dog exposure leads consumers to prefer stocks, lotteries, and promotion-focused products and services, while cat exposure leads consumers to prefer mutual funds, avoid lotteries, and choose prevention-focused options. Marketers can leverage these effects by featuring dogs or cats in ads depending on whether they want to encourage risk-taking or security-seeking behaviors in consumers.
Post purchase behaviour- Buying and DisposingAditi Sharma
Post-purchase behaviour- Buying and Disposing
1. Issues Related to Purchase and Postpurchase Activities
2. Situational Effects on Consumer Behaviour
3. Physical and Social Surroundings
4. Temporal Factors
5. Queuing Theory
6. Total Quality Management
7. Temporary Ownership Evolution
Dokumen ini membahas teori pembelajaran konsumen dalam iklan. Terdapat beberapa unsur teori pembelajaran seperti motivasi, penguatan, isyarat, dan tanggapan. Teori ini menekankan bahwa pembelajaran merupakan perubahan tingkah laku yang dapat diamati. Ada beberapa jenis pembelajaran seperti klasik, instrumental, dan melalui pengamatan. Faktor-faktor yang mempengaruhi pembelajaran antara lain pengulangan, generalisasi
This document provides an overview of multi-attribute attitude models in consumer behavior. It defines attitudes and their components (cognitive, affective, behavioral). It describes Fishbein's multi-attribute model which measures beliefs about product attributes, evaluations of attributes, and an overall attitude score. It also discusses the attitude-toward-object model, attitude-toward-behavior model, and theory of reasoned action model; all of which examine how beliefs, attitudes, and social norms influence behavioral intentions and actions.
Learn how McKinsey & Company works with different organizations to help them develop a customer experience vision. This presentation outlines how to define your CX aspiration, align leadership, and how to cascade the vision to the front line.
BB Chapter Seven : Post Purchase Processes, Customer Satisfaction and LoyaltyBBAdvisor
The document discusses post-purchase processes, customer satisfaction, and consumer loyalty. It covers topics like post-purchase dissonance, product use and non-use, product disposal, purchase evaluation, customer satisfaction, and repeat purchase behavior. The key aspects of each topic are explained through examples and frameworks. Customer satisfaction is influenced by expectations, perceived performance across instrumental, symbolic, and affective dimensions. Dissatisfaction can lead to actions like taking no action, switching brands, or warning others.
Gamification of Employee Engagement & Company CultureD B
Based on a presentation made to a graduate class of students at Northeastern University. Describes how employee engagement evolved since the Taylorism era. Also explains the key role that Gamification can play within a company to increase employee engagement and improve the overall culture. Covers how to avoid the "Dark Side" of Gamification and the main problems associated with its growing popularity.
The document discusses theories of attitudes and how they are formed. It describes attitudes as lasting evaluations of people, objects, or issues. Several models are presented, including the ABC model of attitudes which involves affect, behavior, and cognition. Different hierarchies of effects are discussed regarding how attitudes are formed, including standard, low-involvement, and experiential hierarchies. Theories addressed include cognitive dissonance theory and self-perception theory. Social judgment theory and balance theory also explain how people assimilate new information based on existing attitudes.
1. The document discusses how the classic economic model of consumer behavior as rational actors seeking to maximize benefits is an oversimplification and does not account for variability and irrationality in consumer decision making.
2. It then outlines the traditional linear consumer purchase process model involving problem recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation.
3. However, it notes that the modern consumer decision journey is non-linear with multiple touchpoints of influence from various sources, requiring marketers to engage consumers throughout the process through two-way conversations to build loyalty.
This chapter discusses problem recognition, which is an important stage of consumer decision making. It begins by describing the nature of problem recognition as arising from a gap between a desired and actual state. It then covers different types of consumer decisions like habitual, limited, and extended decision making that are influenced by purchase involvement. The chapter also discusses factors that influence problem recognition, both marketing and non-marketing factors. Finally, it outlines different marketing strategies related to problem recognition, such as discovering consumer problems, responding to problems, and helping or suppressing problem recognition.
This document discusses consumer attitudes and beliefs. It defines attitudes and lists their key characteristics, including that they have an object, are learned, and have behavioral, evaluative, and affective components. It also discusses the functions of attitudes and how they are learned through classical and operant conditioning as well as cognitive processes. Several models of attitudes are described, including the tri-component model involving cognitive, affective, and behavioral aspects. The document also covers cognitive dissonance theory and attribution theory as they relate to understanding attitudes. Finally, it discusses how marketing strategies can appeal to and influence consumer attitudes.
Attitudes are overall evaluations or global affective meanings that consumers form toward various concepts. There are two main types of attitudes - attitudes toward objects (Ao) and attitudes toward behaviors (Aact). Ao is based on beliefs about an object's attributes, while Aact considers beliefs about behaviors. The multi-attribute attitude model shows how salient beliefs are integrated to form Ao. Intentions are better predictors of behavior than Ao. The theory of reasoned action combines Aact and social norms through integration to form behavioral intentions, which better predict behaviors. Many factors can weaken the relationship between intentions and actual behaviors.
GE created an enterprise-wide KM Strategy and began implementation in early 2016. In three years, they have designed and launched 160+ global communities for their engineering staff and others across GE businesses (with more than 130K members). Their focus is on tacit knowledge exchanges for GE’s engineering workforce. Within a year, they expect to grow to about 200 communities that engage about 175,000 employees in primary and supporting roles to our 55K+ engineers. In this session, see inside how GE is working within and across businesses to connect employees and drive business value, and experience a live tour of aspects of their digital workplace that showcases their Knowledge Management approach and user experience.
This document discusses viral marketing and digital marketing trends. It begins by introducing branding fundamentals like brand DNA and positioning. It then examines digital marketing trends like the growth of instant messaging and social media users. Tips for viral marketing are presented, such as capitalizing on trends, location-based campaigns, and multi-channel digital advertising. Finally, useful digital tools are outlined, including advertising platforms, cloud services, and image editors.
This document discusses consumer self-concept and its relationship to product image and choice. It defines key terms like self-image, ideal self-image, social self-image, and ideal social self-image. Products are seen as having images determined by attributes like packaging and advertising that can be congruent or incongruent with consumers' self-concepts. Research has found relationships between self-image/product image congruity and consumer choice, though findings are debated for social and ideal social self-images. Product conspicuousness and personalization may also influence these relationships. Personality and striving for an ideal self can impact how self-concept relates to preferences and purchase intentions. A product's image can develop from how consumers
Materi Seminar Parenting Bijak Menjadi Orang Tua Generasi Alpha bersama Inte...Namin AB Ibnu Solihin
Teks ini memberi peringatan untuk tidak membiarkan kesibukan dan kelelahan menghalangi waktu berharga untuk mendidik anak, dan juga agar tidak membiarkan gadget menyebabkan kelalaian dalam pendidikan anak. Teks ini juga mengingatkan agar tidak menjadikan anak seperti anak yang sedang viral di media sosial tanpa pendidikan yang benar.
Sales promotion, direct marketing, interactive marketing and words of mouth m...Roneet Kumar
Sales promotion is a collection of marketing incentives used to stimulate short-term purchases of products and services. Advertisements provide reasons to buy while promotions incentivize buying through tools like samples, coupons, cash refunds, and premiums. The objectives of promotions are to increase awareness, trial, repurchase, and related product purchases. Techniques include samples, coupons, cash refunds, prizes, and cross-promotion. Direct marketing involves communicating directly with customers through channels like mail, catalogs, websites and mobile apps to deliver goods and services without intermediaries. It allows measuring response and building personal relationships with customers. Interactive marketing is a trend of moving from transactions to conversations through addressing individuals based on their unique responses and preferences
Business and marketing ethics on consumer behaviorSeta Wicaksana
Ethics is a complex concept to define, and there is an attempt made by contemporary theorists to highlight ethical behavior in a marketing context. Issues surrounding marketing ethics and social responsibility are inherently controversial. An area that causes particular dispute is the question of the effect of ethical and unethical marketing activity in regards to the purchasing behavior of consumers.
The document discusses four models of consumer behavior:
1. The economic model views consumers as making rational choices to maximize benefits while minimizing costs based on economic factors like price and income.
2. The learning model sees behavior as shaped by innate and learned needs that products can be associated with to drive consumption.
3. The psychoanalytic model incorporates the conscious and subconscious influences on decisions, including hidden symbols that can impact brand preferences.
4. The sociological model examines the impact of social roles and cultural influences on what and how consumers purchase.
Employee Value Proposition (EVP) employee engagement in organizational perfor...Seta Wicaksana
This document discusses the importance of an employee value proposition (EVP) for organizations. It outlines the key components of an EVP, including financial rewards, employment benefits, career development opportunities, work environment, and company culture. It also provides a 7-step process for creating an effective EVP: assessing the current offer, interviewing employees, defining key components, writing the proposition, promoting it, reviewing results, and continual updates. An EVP is crucial for attracting and retaining top talent in a competitive market.
Analyzing Consumer Markets / Marketing Management By Kotler KellerChoudhry Asad
This document discusses factors that influence consumer behavior and the consumer buying process. It covers the following key points:
Cultural, social, and personal factors like age, income, personality influence consumer behavior. Cultural factors include subcultures while social factors include reference groups like family that directly impact purchasing.
Psychological processes like motivation, perception, learning and memory shape consumer responses. Motivation theories include Maslow's hierarchy of needs and Herzberg's two-factor theory. The perceptual process involves selective attention, distortion, and retention.
The consumer buying process has 5 stages - problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Consumers gather information from various sources
This document discusses factors that influence consumer behavior, including cultural, social, and personal factors. Cultural factors include social class and subcultures that shape consumer wants. Social factors refer to the influence of reference groups, family roles, and social status. Personal factors comprise age and life stage, occupation, personality, lifestyle, and values. The consumer decision process involves problem recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. Psychological processes like motivation, perception, learning, and memory also impact consumer choices.
1. Consumer behavior involves a complex decision-making process where consumers search for information, evaluate alternatives, and decide on products or services to purchase. It is influenced by psychological, social, cultural and personal factors.
2. The consumer decision-making process typically involves problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. Multiple parties like influencers, gatekeepers, initiators, and deciders may be involved in the purchase decision.
3. Market segmentation involves dividing the market into distinct groups based on variables like demographics, behaviors, or benefits sought. Marketers then target specific segments and position their products accordingly to appeal to those segments.
Gamification of Employee Engagement & Company CultureD B
Based on a presentation made to a graduate class of students at Northeastern University. Describes how employee engagement evolved since the Taylorism era. Also explains the key role that Gamification can play within a company to increase employee engagement and improve the overall culture. Covers how to avoid the "Dark Side" of Gamification and the main problems associated with its growing popularity.
The document discusses theories of attitudes and how they are formed. It describes attitudes as lasting evaluations of people, objects, or issues. Several models are presented, including the ABC model of attitudes which involves affect, behavior, and cognition. Different hierarchies of effects are discussed regarding how attitudes are formed, including standard, low-involvement, and experiential hierarchies. Theories addressed include cognitive dissonance theory and self-perception theory. Social judgment theory and balance theory also explain how people assimilate new information based on existing attitudes.
1. The document discusses how the classic economic model of consumer behavior as rational actors seeking to maximize benefits is an oversimplification and does not account for variability and irrationality in consumer decision making.
2. It then outlines the traditional linear consumer purchase process model involving problem recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation.
3. However, it notes that the modern consumer decision journey is non-linear with multiple touchpoints of influence from various sources, requiring marketers to engage consumers throughout the process through two-way conversations to build loyalty.
This chapter discusses problem recognition, which is an important stage of consumer decision making. It begins by describing the nature of problem recognition as arising from a gap between a desired and actual state. It then covers different types of consumer decisions like habitual, limited, and extended decision making that are influenced by purchase involvement. The chapter also discusses factors that influence problem recognition, both marketing and non-marketing factors. Finally, it outlines different marketing strategies related to problem recognition, such as discovering consumer problems, responding to problems, and helping or suppressing problem recognition.
This document discusses consumer attitudes and beliefs. It defines attitudes and lists their key characteristics, including that they have an object, are learned, and have behavioral, evaluative, and affective components. It also discusses the functions of attitudes and how they are learned through classical and operant conditioning as well as cognitive processes. Several models of attitudes are described, including the tri-component model involving cognitive, affective, and behavioral aspects. The document also covers cognitive dissonance theory and attribution theory as they relate to understanding attitudes. Finally, it discusses how marketing strategies can appeal to and influence consumer attitudes.
Attitudes are overall evaluations or global affective meanings that consumers form toward various concepts. There are two main types of attitudes - attitudes toward objects (Ao) and attitudes toward behaviors (Aact). Ao is based on beliefs about an object's attributes, while Aact considers beliefs about behaviors. The multi-attribute attitude model shows how salient beliefs are integrated to form Ao. Intentions are better predictors of behavior than Ao. The theory of reasoned action combines Aact and social norms through integration to form behavioral intentions, which better predict behaviors. Many factors can weaken the relationship between intentions and actual behaviors.
GE created an enterprise-wide KM Strategy and began implementation in early 2016. In three years, they have designed and launched 160+ global communities for their engineering staff and others across GE businesses (with more than 130K members). Their focus is on tacit knowledge exchanges for GE’s engineering workforce. Within a year, they expect to grow to about 200 communities that engage about 175,000 employees in primary and supporting roles to our 55K+ engineers. In this session, see inside how GE is working within and across businesses to connect employees and drive business value, and experience a live tour of aspects of their digital workplace that showcases their Knowledge Management approach and user experience.
This document discusses viral marketing and digital marketing trends. It begins by introducing branding fundamentals like brand DNA and positioning. It then examines digital marketing trends like the growth of instant messaging and social media users. Tips for viral marketing are presented, such as capitalizing on trends, location-based campaigns, and multi-channel digital advertising. Finally, useful digital tools are outlined, including advertising platforms, cloud services, and image editors.
This document discusses consumer self-concept and its relationship to product image and choice. It defines key terms like self-image, ideal self-image, social self-image, and ideal social self-image. Products are seen as having images determined by attributes like packaging and advertising that can be congruent or incongruent with consumers' self-concepts. Research has found relationships between self-image/product image congruity and consumer choice, though findings are debated for social and ideal social self-images. Product conspicuousness and personalization may also influence these relationships. Personality and striving for an ideal self can impact how self-concept relates to preferences and purchase intentions. A product's image can develop from how consumers
Materi Seminar Parenting Bijak Menjadi Orang Tua Generasi Alpha bersama Inte...Namin AB Ibnu Solihin
Teks ini memberi peringatan untuk tidak membiarkan kesibukan dan kelelahan menghalangi waktu berharga untuk mendidik anak, dan juga agar tidak membiarkan gadget menyebabkan kelalaian dalam pendidikan anak. Teks ini juga mengingatkan agar tidak menjadikan anak seperti anak yang sedang viral di media sosial tanpa pendidikan yang benar.
Sales promotion, direct marketing, interactive marketing and words of mouth m...Roneet Kumar
Sales promotion is a collection of marketing incentives used to stimulate short-term purchases of products and services. Advertisements provide reasons to buy while promotions incentivize buying through tools like samples, coupons, cash refunds, and premiums. The objectives of promotions are to increase awareness, trial, repurchase, and related product purchases. Techniques include samples, coupons, cash refunds, prizes, and cross-promotion. Direct marketing involves communicating directly with customers through channels like mail, catalogs, websites and mobile apps to deliver goods and services without intermediaries. It allows measuring response and building personal relationships with customers. Interactive marketing is a trend of moving from transactions to conversations through addressing individuals based on their unique responses and preferences
Business and marketing ethics on consumer behaviorSeta Wicaksana
Ethics is a complex concept to define, and there is an attempt made by contemporary theorists to highlight ethical behavior in a marketing context. Issues surrounding marketing ethics and social responsibility are inherently controversial. An area that causes particular dispute is the question of the effect of ethical and unethical marketing activity in regards to the purchasing behavior of consumers.
The document discusses four models of consumer behavior:
1. The economic model views consumers as making rational choices to maximize benefits while minimizing costs based on economic factors like price and income.
2. The learning model sees behavior as shaped by innate and learned needs that products can be associated with to drive consumption.
3. The psychoanalytic model incorporates the conscious and subconscious influences on decisions, including hidden symbols that can impact brand preferences.
4. The sociological model examines the impact of social roles and cultural influences on what and how consumers purchase.
Employee Value Proposition (EVP) employee engagement in organizational perfor...Seta Wicaksana
This document discusses the importance of an employee value proposition (EVP) for organizations. It outlines the key components of an EVP, including financial rewards, employment benefits, career development opportunities, work environment, and company culture. It also provides a 7-step process for creating an effective EVP: assessing the current offer, interviewing employees, defining key components, writing the proposition, promoting it, reviewing results, and continual updates. An EVP is crucial for attracting and retaining top talent in a competitive market.
Analyzing Consumer Markets / Marketing Management By Kotler KellerChoudhry Asad
This document discusses factors that influence consumer behavior and the consumer buying process. It covers the following key points:
Cultural, social, and personal factors like age, income, personality influence consumer behavior. Cultural factors include subcultures while social factors include reference groups like family that directly impact purchasing.
Psychological processes like motivation, perception, learning and memory shape consumer responses. Motivation theories include Maslow's hierarchy of needs and Herzberg's two-factor theory. The perceptual process involves selective attention, distortion, and retention.
The consumer buying process has 5 stages - problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Consumers gather information from various sources
This document discusses factors that influence consumer behavior, including cultural, social, and personal factors. Cultural factors include social class and subcultures that shape consumer wants. Social factors refer to the influence of reference groups, family roles, and social status. Personal factors comprise age and life stage, occupation, personality, lifestyle, and values. The consumer decision process involves problem recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. Psychological processes like motivation, perception, learning, and memory also impact consumer choices.
1. Consumer behavior involves a complex decision-making process where consumers search for information, evaluate alternatives, and decide on products or services to purchase. It is influenced by psychological, social, cultural and personal factors.
2. The consumer decision-making process typically involves problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. Multiple parties like influencers, gatekeepers, initiators, and deciders may be involved in the purchase decision.
3. Market segmentation involves dividing the market into distinct groups based on variables like demographics, behaviors, or benefits sought. Marketers then target specific segments and position their products accordingly to appeal to those segments.
This document provides an overview of consumer behavior. It defines consumer behavior and notes it is influenced by factors like culture, social class, psychology, and more. It discusses the different types of consumers like customers, buyers, and institutional buyers. The document also outlines the consumer decision process from obtaining a product to consuming and disposing of it. It explains how understanding consumer behavior can help with marketing by informing market analysis, target selection, and strategy. The document concludes that understanding consumer needs and wants is important for business success.
This document provides an introduction to consumer behavior. It defines a consumer as any individual who purchases goods and services for personal use. Consumer behavior is the study of how individuals make decisions to spend their available resources on consumption-related items. It involves understanding individuals' decision-making processes. The document outlines several factors that influence consumer behavior, including economic factors like income and price, personal factors like age and lifestyle, cultural factors like social class and reference groups, and psychological factors like motivation, perception, and attitudes. It emphasizes that marketers must understand these various influences to effectively target and market to different consumer segments.
This document provides an overview of key concepts in consumer behavior including:
1. Definitions of consumer behavior focus on how individuals make decisions to purchase goods and services to satisfy their needs.
2. Important factors that influence consumer behavior are discussed, including social and cultural influences, psychological factors like motivation and personality, and the consumer purchase decision process.
3. Understanding consumer behavior is important for businesses to develop effective marketing strategies like market segmentation to appeal to different consumer groups. Consumer perceptions and attitudes greatly impact the purchasing decisions.
Individual Determinants of Consumer BehaviourPeter vinosh
This document discusses various theories of personality and their implications for understanding consumer behavior. It covers Freudian theory which suggests unconscious drives influence behavior. Neo-Freudian theory emphasizes social relationships in personality development. Trait theory approaches personality as a set of traits. The document also discusses self-concept and how personality traits relate to consumer segmentation, innovation adoption, and responsiveness to marketing messages. Memory and learning processes are also examined in the context of consumer behavior.
Here are brief answers to the questions:
1. Consumer Behavior refers to the selection, purchase and consumption of products/services by individuals, groups or organizations and the processes involved in these activities.
2. Individual determinants include psychological factors like motivation, perception, learning, attitudes, personality etc. Environmental influences include cultural, social, personal and economic factors.
3. Yes, Consumer Behavior is interdisciplinary as it draws from psychology, sociology, anthropology and economics.
4. The basic components in consumption behavior are cognition, affect and behavior.
5. The various buying roles include initiator, influencer, decider, purchaser and user.
6. The key disciplines that have contributed are psychology
This document discusses consumer behavior and the factors that influence it. It outlines the objectives of studying consumer behavior as understanding internal and external influences, the buying process, and how this knowledge can be used for market segmentation and targeting. Both external/exogenous factors like culture, social class, reference groups, and internal/endogenous factors like needs, perceptions, learning, attitudes, personality and self-concept shape consumer behavior. Understanding these factors is important for marketing management.
The document discusses consumer buying behavior and the factors that influence it. It provides definitions of consumer behavior and discusses the need to study consumer behavior to satisfy customer needs, understand consumer psychology, motives, choices, and preferences. It then describes different types of consumer buying behavior including complex, dissonance-reducing, habitual, and variety seeking behaviors. The stages of the consumer buying decision process are outlined as well as psychological, social, cultural, personal, and economic factors that influence consumer decisions.
This document discusses consumer buying behavior and decision making. It covers key topics such as factors influencing consumer behavior like cultural, social, personal and psychological factors. It also discusses the buyer decision process, including problem recognition, information search, evaluation of alternatives, purchase decision, purchase, and post-purchase evaluation. Additionally, it covers customer satisfaction and the role of marketing in influencing the consumer buying process.
Consumer behavior involves how individuals search for, select, purchase, use, and dispose of products and services. It is defined as the activities people undertake when obtaining, consuming, and disposing of products and services. Consumer behavior is influenced by both external factors like culture, social groups, and internal factors like personal characteristics, psychology. Understanding consumer behavior helps marketers analyze opportunities, and make marketing mix decisions like product, price, place, and promotion.
Consumer behavior is the study of how individuals make decisions to spend their available resources (time, money, effort) on consumption-related items. It looks at how products or services are selected, purchased, and disposed of. Understanding consumer behavior is important for businesses as it helps with segmentation, identifying opportunities and threats, and formulating effective marketing strategies. Several models have been developed to understand and explain the various factors that influence consumer decision making.
This document provides an overview of consumer buying behavior and the consumer decision-making process. It discusses factors that influence consumer behavior such as cultural, social, personal and psychological characteristics. A model of consumer behavior is presented showing how marketing stimuli interact with a consumer's characteristics to drive responses. The consumer decision process is also summarized, outlining the typical steps of need recognition, information search, evaluation of alternatives, purchase decision and post-purchase behavior. Key concepts in consumer behavior and motivation theories are defined.
The document discusses the concept of buyer behavior and the factors that influence it, including cultural factors like culture and subculture, social factors like reference groups and family, and personal factors like age, occupation, and lifestyle. It also examines psychological factors affecting buyer behavior such as perception, motivation, beliefs, and attitudes. Understanding these influences on buyer behavior is important for marketers to better target customers and develop effective marketing strategies.
The document provides information about a consumer behavior course taught by Mahesh Singh Badal. It defines key terms like consumer, consumer behavior, and discusses the importance of understanding consumer behavior for businesses. It also outlines the nature and scope of consumer behavior, highlighting that it is influenced by various individual and environmental factors and varies across products, regions and individuals. Understanding consumer behavior helps with market segmentation, developing marketing strategies and designing effective marketing mixes. The study of consumer behavior draws from various disciplines like psychology, sociology, economics and is important for both business and non-profit organizations.
The document discusses consumer buying behavior and the factors that influence purchase decisions. It describes the consumer buying decision process as having 5 stages: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. It then lists and explains the cultural, social, personal, and psychological factors that affect consumer decisions at each stage of the process. Finally, it outlines 4 types of buying behavior: complex, dissonance, habitual, and variety-seeking.
Consumer behavior is influenced by cultural, social, personal and psychological factors. Cultural factors include values, subcultures and social classes that shape consumer preferences. Social factors like reference groups, family, and social roles/status also impact choices. Personal factors such as age, occupation, income level, lifestyle and personality affect decisions. Psychological factors including motivation, perception, learning, and beliefs/attitudes drive consumer behavior on an individual level. Understanding these influences helps explain consumer decision-making.
Chapter 5_Consumer Markets and Buyer Behavior.pptxBishoyRomani
1) The document discusses consumer markets and buyer behavior, outlining key factors that influence consumer purchasing decisions.
2) It introduces a model of consumer behavior that shows how marketing stimuli enter a consumer's "black box" and produce responses, influenced by consumer characteristics and decision processes.
3) The document then examines various cultural, social, personal, and psychological characteristics that shape buyer behavior, such as cultural and subculture influences, reference groups, motivation, perception, learning, beliefs and attitudes.
This document discusses consumer behavior and related topics. It defines consumer behavior and outlines the consumer buying process. It also discusses the 4 main factors that influence consumer behavior: social factors, personal factors, psychological factors, and cultural factors. Additionally, it examines different types of buying behavior, service encounters, and the various buying roles that individuals can play.
Memahami Organisasi dan Desain Organisasi-Organisasi Publik (Bagian 3)Seta Wicaksana
Hingga sekitar 20 tahun yang lalu, perusahaan mengalami desain ulang organisasi setiap beberapa tahun atau bahkan dekade.
Kebanyakan eksekutif puncak mungkin hanya memiliki pengalaman beberapa kali dalam karier mereka.
Namun, otomatisasi dan tekanan persaingan mulai mempercepat laju perubahan organisasi.
Dalam presentasi ini, kami mengeksplorasi model organisasi tradisional dan bagaimana model tersebut digunakan untuk menyelaraskan struktur dan operasi dengan strategi bisnis.
Kami akan menunjukkan bagaimana model tersebut masih dapat berfungsi sebagai alat diagnostik untuk memahami di mana berbagai faktor organisasi mungkin tidak seimbang.
Kemudian, kami akan menunjukkan bagaimana organisasi telah beralih dari model statis untuk diagnostik dan penyelarasan ke model fleksibel yang membantu organisasi beradaptasi terhadap perubahan yang dinamis dan berkelanjutan.
Bagian 1 Organizations and Organizations Theory
Bagian 2 From Strategy to Organization Design and Effectiveness
Bagian 3 Public Organization
Memahami Organisasi dan Desain Organisasi-from strategy (Bagian 2)Seta Wicaksana
Hingga sekitar 20 tahun yang lalu, perusahaan mengalami desain ulang organisasi setiap beberapa tahun atau bahkan dekade.
Kebanyakan eksekutif puncak mungkin hanya memiliki pengalaman beberapa kali dalam karier mereka.
Namun, otomatisasi dan tekanan persaingan mulai mempercepat laju perubahan organisasi.
Dalam presentasi ini, kami mengeksplorasi model organisasi tradisional dan bagaimana model tersebut digunakan untuk menyelaraskan struktur dan operasi dengan strategi bisnis.
Kami akan menunjukkan bagaimana model tersebut masih dapat berfungsi sebagai alat diagnostik untuk memahami di mana berbagai faktor organisasi mungkin tidak seimbang.
Kemudian, kami akan menunjukkan bagaimana organisasi telah beralih dari model statis untuk diagnostik dan penyelarasan ke model fleksibel yang membantu organisasi beradaptasi terhadap perubahan yang dinamis dan berkelanjutan.
Bagian 1 Organizations and Organizations Theory
Bagian 2 From Strategy to Organization Design and Effectiveness
Bagian 3 Public Organization
Memahami Organisasi dan Desain Organisasi-Pengantar (bagian 1)Seta Wicaksana
Hingga sekitar 20 tahun yang lalu, perusahaan mengalami desain ulang organisasi setiap beberapa tahun atau bahkan dekade.
Kebanyakan eksekutif puncak mungkin hanya memiliki pengalaman beberapa kali dalam karier mereka.
Namun, otomatisasi dan tekanan persaingan mulai mempercepat laju perubahan organisasi.
Dalam presentasi ini, kami mengeksplorasi model organisasi tradisional dan bagaimana model tersebut digunakan untuk menyelaraskan struktur dan operasi dengan strategi bisnis.
Kami akan menunjukkan bagaimana model tersebut masih dapat berfungsi sebagai alat diagnostik untuk memahami di mana berbagai faktor organisasi mungkin tidak seimbang.
Kemudian, kami akan menunjukkan bagaimana organisasi telah beralih dari model statis untuk diagnostik dan penyelarasan ke model fleksibel yang membantu organisasi beradaptasi terhadap perubahan yang dinamis dan berkelanjutan.
Materi dibagi menjadi 3 bagian, yaitu:
Bagian 1 Organizations and Organizations Theory
Bagian 2 From Strategy to Organization Design and Effectiveness
Bagian 3 Public Organization
Organizational Transformation Lead with CultureSeta Wicaksana
Transformation is even harder than we thought
“Only 22% of companies successfully carry out transformation. The failure rate was 78%.”
“Often the business value of digital transformation is not realized. One of the most common causes is an abundance of technology projects, not a true business culture transformation”
- Phil Le-Brun, Enterprise Strategist, AWS
Perspektif Psikologi dalam Perubahan OrganisasiSeta Wicaksana
“Perubahan organisasi merupakan suatu proses yang berkelanjutan dan dinamis. Perubahan tidak berhenti ketika sebuah inisiatif perubahan telah sukses diimplementasikan, tapi akan selalu terjadi perubahan karena lingkungan yang terus menerus berubah.” – Seta A. Wicaksana
“Perubahan hadir karena adanya ketidaksempurnaan, sedangkan ketidaksempurnaan itu adalah ruang untuk belajar, tumbuh dan berkembang, …
itulah yang Sempurna.” – Seta A. Wicaksana
Organizational Structure Running A Successful BusinessSeta Wicaksana
Every company needs an organizational structure—whether they realize it or not.
The organizational structure is how the company delegates roles, responsibilities, job functions, accountability, and decision-making authority.
The organizational structure often shows the “chain of command” and how information moves within the company.
Have an organizational structure that aligns with your company’s goals and objectives.
This article describes the various organizational structures, the benefits of creating one for your business, and specific elements that should be included.
Ten Organizational Design Models to align structure and operations to busines...Seta Wicaksana
Up until about 20 years ago, companies experienced organizational redesign every few years or even decades.
Most top executives would have the experience perhaps only a few times in their careers.
However, automation and competitive pressures had begun to accelerate the pace of organizational change.
In this presentation, we explore traditional organizational models and how they have been used to align structure and operations to business strategies.
We will show how those models can still operate as diagnostic tools to understand where various organizational factors can be out of balance.
Then, we will show how organizations have shifted from static models for diagnostics and alignment to flexible models that help organizations adapt to continuous, dynamic change.
Understanding Business Function and Business ProcessSeta Wicaksana
Enterprise Resource Planning (ERP) programs: Core software used by companies to coordinate information in every area of business
Help manage companywide business processes
Use common database and shared management reporting tools
Business process: Collection of activities that takes some input and creates an output that is of value to the customer
HC Company Profile 2024 Excellence JourneySeta Wicaksana
Humanika Consulting is an HRD and Management consultant brand under the auspices of PT Humanika Amanah Indonesia. As a brand, Humanika Consulting, which was established in 2004, started its career in developing human resources through training program activities using an outdoor activity (Outbound) approach. The Experiential Learning method is promoted in developing people through continuous change so that the S.O.B.A.T. (Semua Orang Bisa Hebat) becomes a platform in the change process, namely Start, Order, Breakthrough, Accelerate, and Transform.
To anticipate high demands regarding Individual Assessment, Humanika Consulting has innovated to create a web-based application and has parameters (Job-Person Profile Matching), by having a subsidiary, PT Humanika Bisnis Digital, which a subsidiary that concentrates on Big Data and research related to HR. in 2019.
Business Strategy Creating and Sustaining Competitive AdvantagesSeta Wicaksana
Effective strategies in an environment of constant change are a key requirement for success.
Corporate strategy: Deciding on the scope and purpose of the business, its objectives, and the initiatives and resources necessary to achieve the objectives.
Strategic Management Organization objective with Appreciative InquirySeta Wicaksana
To introduce the philosophy, practice and process of Appreciative Inquiry so that you can apply it to your setting objectives in strategic management.
Appreciative inquiry (AI) is a positive approach to leadership development and organizational change. The method is used to boost innovation among organizations.
A company might apply appreciative inquiry to best practices, strategic planning, and organizational culture, and to increase the momentum of initiatives.
Developing Organization's Vision, Mission and ValuesSeta Wicaksana
Together, the vision, mission, and values statements provide direction for everything that happens in an organization.
They keep everyone focused on where the organization is going and what it is trying to achieve. And they define the core values of the organization and how people are expected to behave.
Creating a mission, values and vision makes a statement as to how a company and its personnel will interact with the consumer, its colleagues and even competitors.
The value, mission and vision statements of a company are the foundation on which all business is conducted and decisions are made.
The Future of Business, Organization and HRMSeta Wicaksana
In an ever-evolving global landscape, the realm of business development is undergoing a profound transformation.
The convergence of technological advancements, shifting consumer preferences, and dynamic market conditions has created a paradigm shift that promises to reshape the way businesses approach growth and expansion.
The future of business development is not only about adapting to change but also about harnessing emerging trends and innovations to thrive in an increasingly competitive environment.
To better organize a business in the future, leaders should embrace nine imperatives that collectively explain “who we are” as an organization, “how we operate,” and “how we grow.”
Transformasi menuju SDM Unggul dalam Era VUCASeta Wicaksana
Pembangunan Sumber Daya Manusia (SDM) unggul adalah bagian dari proses dan tujuan pembangunan nasional Indonesia. Saat ini Indonesia menghadapi tantangan untuk mengejar ketertinggalan dari bangsa-bangsa lain yang telah lebih dahulu maju. Tantangan menjadi lebih berat karena saat ini berada di era VUCA yaitu Volatility, Uncertainty, Complexity, dan Ambiguity.
Kita hidup di dunia dengan perubahan yang sangat cepat, tidak terduga, dipengaruhi oleh banyak faktor yang sulit dikontrol, dan kompleks. Mustahil kita mampu mencapai kemajuan dan kemandirian bangsa apabila kita mengabaikan pembangunan yang semestinya bertitik berat pada keunggulan sumber daya manusia. Hanya melalui SDM unggul kita akan mampu menghadapi era VUCA ini dan mampu berkompetisi dengan bangsa–bangsa lain. Era VUCA harus kita hadapi dengan mencetak SDM unggul Indonesia.
SDM unggul adalah SDM yang mampu beradaptasi, menerima dan merangkul perubahan sebagai bagian dari lingkungan yang tidak dapat diprediksi. Di samping itu, SDM unggul juga adalah SDM yang mampu memahami sekaligus melaksanakan tugas pekerjaannya secara tuntas dan berkualitas dengan visi kerja yang jelas dalam menghadapi tantangan dan ketidakpastian, yang mampu berkolaborasi dan bersinergi secara efektif dengan kolega, tim kerja, dan menjadi insan penggerak perubahan dan inovasi dalam menghadapi kompleksitas persoalan organisasi. SDM unggul juga diharapkan mampu mengatasi ambiguitas dengan agilitas serta memiliki ketangkasan dan kecerdasan dalam menjalankan tugas pekerjaannya.
Using Workload Analysis for Manpower PlanningSeta Wicaksana
Mengapa Manpower Planning dibutuhkan:
Membantu mengidentifikasi kekurangan atau kelebihan tenaga kerja, sehingga memungkinkan perusahaan mengambil langkah-langkah yang diperlukan untuk mengatasi masalah ini sebelum menjadi masalah.
Memastikan bahwa program rekrutmen dan seleksi didasarkan pada perencanaan tenaga kerja untuk mendapatkan hasil terbaik.
Membantu mengurangi biaya tenaga kerja dengan mengidentifikasi kelebihan staf atau jadwal shift kelebihan staf.
Membantu mengidentifikasi talenta yang tersedia dalam angkatan kerja, seperti pekerja terampil, dan membuat rencana pengembangan untuk mereka.
Membantu mengoptimalkan penggunaan sumber daya manusia yang ada, sehingga menghasilkan produktivitas yang lebih tinggi dan biaya yang lebih rendah.
Membantu meningkatkan kepuasan karyawan dengan memastikan bahwa tenaga kerja yang ada terlibat dalam pekerjaan yang bermakna.
The Talent Management Navigator Performance ManagementSeta Wicaksana
Effective Performance Management supports the achievement of both individual and business objectives. Through the Performance Management Process:
Employees understand how the work they are doing supports the broader goals of the organization
Employees understand what is expected of them, how they’re performing against those expectations, and how they can continue to improve their performance and contributions to advance their own career and business objectives
Managers provide feedback and coaching throughout the year to support employees in sustaining and improving their performance and developing their capabilities in alignment with their career goals
Employees and managers maintain on-going communications about performance and development progress and use the Company’s approved documents and/or technology to document progress
“Most companies still earn profits per employee at close to the same low levels earned in the 20th century because they have not become very adept at mobilizing the mind power of their workforces.
As a comparison, the average top-30 company increased profits per employee 70 percent
The target should be to improve profits per employee by 30 to 60 percent or more. “
“The opportunities to improve the performance of workers just from increased efficiency alone are huge: Surveys show that a majority of workers in thinking-intensive jobs in large companies feel they waste from half a day to two days out of every workweek...
The opportunities to improve the effectiveness of such workers are even larger. The opportunities to mobilize the latent intangible assets (that is, knowledge, skills, relationships and reputations) of a company’s workforce are vast.”
Changing Group to High Performing Teams with SOBATWAY through coachingSeta Wicaksana
Teamwork is important because it promotes a positive work environment where employees can achieve more opportunities and overcome more obstacles.
Businesses and organizations need teamwork the most when a project is time-sensitive and requires a diverse set of skills and experiences.
Teamwork can improve efficiency and productivity.
Efficiency rules when work is appropriately divided within a team, responsibilities are shared, and tasks are more likely to be finished within a set time frame. Good teamwork also enhances group outcomes and the measurable effectiveness of organizations.
Changing Group to High Performing Teams with SOBATWAY through LeadingSeta Wicaksana
A productive leader can help to improve efficiency by getting the most out of their team.
Leaders can help improve efficiency by ensuring everyone is working towards the same goal and doing what they do best.
They can provide guidance and direction and delegate tasks to make the most of everyone's strengths.
Someone who leads by example can expect to receive trust and respect from their team.
Superiors see them as someone who is capable of running a team, and employees see them as trusted mentors.
A trusted leader can also inspire teammates to respect and trust each other.
Changing Group to High Performing Teams with SOBATWAY through ParticipatingSeta Wicaksana
Why is participation important in teams?
Increases productivity
No matter how you measure it, participation promotes productivity by helping teams work through problems, ideate different solutions, raise potential roadblocks, and communicate goals more clearly.
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
Yes, It's Your Fault Book Launch WebinarDemandbase
From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.
Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.”
They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all.
In this webinar, you’ll discover:
The underlying dynamics fueling sales and marketing misalignment
How to implement practical solutions without disrupting day-to-day operations
How to cultivate a culture of collaboration and unity for long-term success
How to align on metrics that matter
Why it’s essential to break down technology and data silos
How ABM can be a powerful unifier
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
2. Seta A. Wicaksana
0811 19 53 43
wicaksana@humanikaconsulting.com
• Managing Director of Humanika Amanah Indonesia – Humanika Consulting
• Managing Director of Humanika Bisnis Digital – hipotest.com
• Wakil Ketua Asosiasi Psikologi Forensik Indonesia wilayah DKI
• Business Psychologist
• Certified of Assessor Talent Management
• Certified of Human Resources as a Business Partner
• Certified of Risk Professional
• Certified of HR Audit
• Certified of I/O Psychologist
• Dosen Tetap Fakultas Psikologi Universitas Pancasila
• Pembina Yayasan Humanika Edukasi Indonesia
• Penulis Buku : “SOBAT WAY: Mengubah Potensi menjadi kompetensi”
Elexmedia Gramedia 2016, Industri dan Organisasi: Pendekatan Integratif
menghadapi perubahan, DD Publishing, 2020. Human Factor Engineering:
Manusia dan Lingkungan Kerja. DD Publishing, 2021, Psikologi Industri dan
Organisasi, DD Publishing, 2021
• Organizational Development Expertise
• Sedang mengikuti tugas belajar Doktoral (S3) di Fakultas Ilmu Ekonomi dan
Bisnis Universitas Pancasila Bidang MSDM Disertasi Peran Utama Budaya
Organisasi dalam Agilitas Organisasi di Lembaga Pemerintah Non
Kementrian XYZ
• Fakultas Psikologi S1 dan S2 Universitas Indonesia
• Mathematics: Cryptology sekolah ikatan dinas Akademi Sandi Negara
3. • We are all consumers. We buy groceries, computers, and cars. We purchase services ranging
from bank accounts to college educations. However, we also know that consumers are different
from one another.
• We buy different clothes, drive different cars, and eat different foods. Moreover, even the same
consumer can make different decisions depending on the situation. So how are we to construct
coherent marketing strategies?
• we will examine how and why consumers behave the way that they do.
• We will explore our intuitions about our own behavior.
• We will learn about theories developed in marketing, psychology, and other behavioral sciences.
• And we will learn how to use these theories to predict how consumers will respond to different
marketing activities.
Introduction
4. Understanding the
consumer
• What we buy, how we buy, where and when we
buy, in how much quantity we buy depends on
our perception, self concept, social and cultural
background and our age and family cycle, our
attitudes, beliefs values, motivation, personality,
social class and many other factors that are both
internal and external to us.
• While buying, we also consider whether to buy
or not to buy and, from which source or seller to
buy.
• In some societies there is a lot of affluence and,
these societies can afford to buy in greater
quantities and at shorter intervals. In poor
societies, the consumer can barely meet his
barest needs.
• The marketers therefore tries to understand the
needs of different consumers and having
understood his different behaviors which require
an in-depth study of their internal and external
environment, they formulate their plans for
marketing.
5. Why Study
Consumer Behavior
• The marketer helps satisfy needs and
wants through product and service
offerings.
• For a firm to survive, compete and grow,
it is essential that the marketer identifies
these needs and wants, and provides
product offerings more effectively and
efficiently than other competitors.
• A comprehensive yet meticulous
knowledge of consumers and their
consumption behavior is essential for a
firm to succeed.
• Herein, lies the essence of Consumer
Behavior, an interdisciplinary subject,
that emerged as a separate field of study
in the 1960s.
6. Why the field of CB
developed:
• In order to succeed in any business, and
especially in today’s dynamic & rapidly
evolving marketplace, marketers need
to know everything they can about
consumers – what they want, what they
think, how they work, how they spend
their leisure time. The field of CB is
rooted in the Marketing concept.
• Production concept
• Product concept
• Selling Concept
• Marketing concept- CB developed from
this concept. Here everything is
executed from the point of view of
Consumer.
7. Emergence of
Consumer Behavior
• Consumer behavior in management is a very young discipline.
• Various scholars and academicians concentrated on it at a
much later stage. It was during the 1950s, that marketing
concept developed, and thus the need to study the behavior
of consumers was recognized.
• Marketing starts with the needs of the customer and ends
with his satisfaction. When everything revolves round the
customer, then the study of consumer behavior becomes a
necessity.
• Consumer behavior can be defined as the decision-making
process and physical activity involved in acquiring, evaluating,
using and disposing of goods and services.
• This definition clearly brings out that it is not just the buying of
goods/services that receives attention in consumer behavior
but, the process starts much before the goods have been
acquired or bought.
• Then follows a process of decision-making for purchase and
using the goods, and then the post purchase behavior which is
also very important, because it gives a clue to the marketers
whether his product has been a success or not.
8. Consumer Behavior
• As a field of study it is descriptive and also analytical/
interpretive.
• It is descriptive as it explains consumer decision
making and behavior in the context of individual
determinants and environmental influences.
• It is analytical/ interpretive, as against a backdrop of
theories borrowed from psychology, sociology, social
psychology, anthropology and economics, the study
analyzes consumption behavior of individuals alone
and in groups.
• It makes use of qualitative and quantitative tools and
techniques for research and analysis, with the
objective is to understand and predict consumption
behavior.
• It is a science as well as an art. It uses both, theories
borrowed from social sciences to understand
consumption behavior, and quantitative and
qualitative tools and techniques to predict consumer
behavior.
9. Interdisciplinary
Nature
• Psychology (the study of the individual: individual
determinants in buying behavior)
• Sociology (the study of groups: group dynamics in
buying behavior)
• Social psychology (the study of how an individual
operates in group/groups and its effects on buying
behavior)
• Anthropology (the influence of society on the
individual: cultural and cross-cultural issues in buying
behavior)
• Economics (income and purchasing power)
10. Questions answered
To understand the likes and dislikes of the
consumer, extensive consumer research
studies are being conducted. These
researches try to find out:
• What the consumer thinks of the
company’s products and those of its
competitors?
• How can the product be improved in their
opinion?
• How the customers use the product?
• What is the customer’s attitude towards
the product and its advertising?
• What is the role of the customer in his
family?
11. Consumer
Behavior Roles
• Initiator : Initiator is the individual who determines
that some need or want is not being fulfilled and
authorizes a purchase to rectify the situation.
• Gatekeeper : Influences the family’s processing of
information. The gatekeeper has the greatest
expertise in acquiring and evaluating the information.
• Influencer : Influencer is a person who, by some
intentional or unintentional word or action,
influences the buying decision, actual purchase
and/or the use of product or service.
• Decider : The person or persons who actually
determine which product or service will be chosen.
• Buyer : Buyer is an individual who actually makes the
purchase transaction.
• User(s) : User is a person most directly involved in
the use or consumption of the purchased product.
12. Example 1
A child goes to a kindergarten school. She
comes back home and asks her parents to
buy her a set of color pencils and crayons.
Now the roles played are:
1. Initiator: the child in nursery school
2. Influencer: a fellow classmate
3. Decider: the father or the mother
4. Buyer: the father or the mother
5. User: the child
13. Example 2
The lady of a house who is a housewife and
spends her day at home doing household
chores watches TV in her free time. That is
her only source of entertainment. The TV at
home is giving problem. She desires a new
TV set and says that she wants an LCD
plasma TV. Now the roles played are:
1. Initiator: the housewife (mother)
2. Influencer: a friend / neighbor
3. Decider: the husband or the son
4. Buyer: the husband or the son
5. User: the family
14. Whom should the marketers
target – Buyers or Users?
Does the decision depend on the type of products?
Different household members can perform each of
the roles singly or collectively.
• For example,
in deciding which videocassette to rent for
entertainment, parents might decide on the
movie
but children may play a role directly by making
their preferences known, or indirectly when
parents keep the children’s likes in mind.
• One parent may actually go to the store to get
the
video, but the entire family may watch it
15. Disciplines
involved in
the Study of
Consumer
Behavior
• Consumer behavior was a relatively new field of study during the
second half of 1960s without a history or research of its own.
• It is in fact a subset of human behavior and it is often difficult to
draw a distinct line between consumer-related behavior and
other aspects of human behavior.
• The discipline of consumer behavior has borrowed heavily from
concepts developed in other disciplines of study such as
psychology, sociology, social psychology, cultural anthropology
and economics.
16. Psychology
• Psychology is the study of the individual which includes motivation, perception, attitudes,
personality and learning theories.
• All these factors are critical to an understanding of
consumer behavior and help us to comprehend consumption related needs of individuals, their
actions and responses to different promotional messages and products and the way their
experiences and personality characteristics influence product choices.
17. Disciplines involved in the
Study of Consumer Behavior
• Sociology is the study of groups. When individuals form groups, their
actions are sometimes quite different from the actions of those very
individuals when they are operating alone. The influences of group
memberships, family and social class on consumer behavior are
important for the study of consumer behavior.
• Social psychology is a combination of sociology and psychology and
studies how an individual operates in a group. It also studies how those
whose opinions they respect such as peers, reference groups, their
families and opinion leaders influence individuals in their consumption
behavior.
• Cultural anthropology is the study of human beings in society. It
explores the development of core beliefs, values and customs that
individuals inherit from their parents and grandparents, which influence
their purchase and consumption behavior. It also studies subcultures
and helps compare consumers of different nationalities and cultures.
• Economics: An important aspect of the study of economics is the study
of how consumers spend their funds, how they evaluate alternatives
and how they make decisions to get maximum satisfaction from their
purchases.
• Despite the fact that consumer behavior, as a field of study, is relatively
of recent origin, it has grown enormously and has become a full-blown
discipline of its own and is used in the study of most programmes of
marketing study.
18. Development of Marketing
Concept
• Marketing concept evolved in late 1950s and the
field of consumer behaviour is deeply rooted in this
concept.
• After World War II, there was great demand for
almost all sorts of products and the marketing
philosophy was to produce cheap goods and make
them available at as many places as possible.
• This approach suited the marketers because demand
exceeded supply and consumers were more
interested in obtaining the product rather than in any
specific features.
• This approach is called a production orientation and
is based on the assumption that consumers will buy
what is available and would not wait for what they
really want . The marketer does not really care to
know what consumer preferences are.
19. Development of
Marketing Concept
• The next stage has been product orientation, which
assumes that consumers will buy the product that
offers them the highest quality in terms of
performance and features.
• The company makes all efforts to improve product
quality. The focus is on the product rather than on
what the consumers need or want.
• Professor Levitt has called this excessive focus on
product quality as “marketing myopia.”
• This we see happen in highly competitive markets
where some companies keep on adding
unnecessary features, passing their cost on to the
consumers, in hopes of attracting them.
20. Development of
Marketing Concept
• Selling orientation evolved as a natural consequence of production orientation
and product orientation.
• The marketer is primarily focused on selling the product that it unilaterally
decided to produce.
• The assumption of this approach is that consumers would not buy enough of
this product unless they are actively and aggressively persuaded to do so. This
approach is known as “hard-sell” and consumers are induced to buy what
they do not want or need.
• The problem with this approach is that it does not take consumer satisfaction
into account. This often leads to dissatisfaction and unhappiness in consumers
and is likely to be communicated by word-of mouth to other potential
consumers, discouraging them to buy the product.
• Soon marketers realized that they could easily sell more goods if they
produced only those goods that they had first confirmed consumers would
buy.
• Thus, consumer needs and wants became the marketer’s primary focus. This
consumer-oriented marketing approach came to be called as the marketing
concept.
• The important assumption underlying marketing concept is that a company
must determine the needs and wants of its target markets and deliver the
desired satisfactions more efficiently and effectively than the competition.
This is the key to successful marketing.
21. The Diversity of
Consumer Behavior
• Human being differs from one to another. It is not easy to
predict the human behavior. Human being differs in their
taste, needs, wants and preferences. But one constant thing
is that we all are consumers.
• CB is a vast and complex subject. Understanding CB and
“knowing consumers’ are not that simple.
• It is almost impossible to predict with one hundred per cent
accuracy, how consumer(s) will behave in a given situation.
• Marketers are interested in watching people shopping,
parading, playing, entertaining, as they are keenly interested
in the wide variety of behaviors they display.
• The efforts of all marketers are to influence the behavior of
consumers in a desired manner.
22. The Diversity
of Consumer
Behavior
• The term CB describes two different kinds of consuming entities: the
personal consumer and the organizational consumers. The Personal
consumer buys goods and services for his or her own use, for the use
of the household or as a gift for a friend. In each of these contexts,
individuals, who are referred to as end users or ultimate consumers,
buy the products for fine use.
• The second category of consumer- the organizational consumer-
includes profit and not-for-profit businesses, government agencies
(local, state, and national), and institutions (e.g. Schools, hospitals,
and prisons), all of which must buy products, equipments and services
in order to run their organization.
23. Business
School
Education
• Consumers also stand to benefit directly from orderly investigations of their own
behavior. This can occur on an individual basis or as part of more formal educational
programs. As we study what has been discovered about the behavior of others, we can
gain insight into out own interactions with the marketplace.
• For example, when we learn that a large proportion of the billions spend annually on
grocery products is used for impulse purchases, and not spent according to pre-planned
shopping lists, we may be more willing to plan our purchases in an effort to save money.
In general, as we discover the many variables that can influence consumers’ purchases.
We have the opportunity to understand better how they affect our own behavior.
• What is learned about consumer behavior can also directly benefit consumers in a more
formal sense. The knowledge can serve as data for the development of educational
programs designed to improve consumers’ decision-making regarding products and
services. Such courses are now available at the high school and college level and are
becoming increasingly popular. To be most effective, these educational programs should
be based on a clear understanding of the important variables influencing consumers.
24. Consumer
Movement
• Marketing evolved through production concept to
marketing concept. And marketing concept is nothing but
consumer-oriented approach.
• Until company satisfy the needs and wants of consumer
the whole efforts to bring the product in the market fails.
Companies had to engage in extensive marketing research
to identify unsatisfied consumer needs.
• In this process, marketers learned that consumers were
highly complex as individuals had very different
psychological and social needs, quite apart from their
survival needs.
• They also discovered that needs and priorities of different
consumer segments differed significantly.
• They realized that to design products and develop suitable
marketing strategies that would satisfy consumer needs,
they had to first study consumers and the consumption
related behavior in depth.
• In this manner, market segmentation and marketing
concept paved the way for the application of consumer
behavior principles to marketing strategy.
25.
26. Ethics of Marketing &
Corporate Environment
• No environmental degradation- less
promotion for tobacco & drug- the societal
marketing concept requires that all marketers
adhere to principles of social responsibility in
the marketing of their goods & services.
• According to the societal marketing concept,
fast-food restaurants should develop foods
that contain less fat and starch and more
nutrients, and marketers shouldn’t advertise
alcoholic beverages or cigarettes to young
people, use young models or professional
athletes in liquor or tobacco advertising.
• Some critics are concerned that an in-depth
understanding of CB makes it possible for
unethical marketers to exploit human
vulnerabilities in the marketplace and engage
in other unethical marketing practices in order
to achieve individual business objectives.
• As a result, many trade associations have
developed industry wide code of ethics.
27. Ethics of Marketing
& Corporate
Environment
• Ethics is often misunderstood and generates
controversies. There is need to examine the
concept and support its application to marketing
decisions that are acceptable and beneficial to
society.
• The difficulty is that what is ethical for one
individual may be unethical for another. Ethical
conduct may also differ in different societies.
• in business context, employees are expected to live
up to a set of laid down ethical standards. The real
test of ethics people face is when things are not
going well and pressures build.
• According to Andrew Stark, ethical challenges are
mainly in two situations: (1) decisions in situations
commonly called 'grey-areas' where the right
decision is debatable, and (2) decisions for issues
where the right course of action is clear but
individual and company pressures, and
circumstances force good-intentioned marketing
managers in the wrong direction.
28. Ethics of Marketing
& Corporate
Environment
• Ethics refer to values and choices and focuses on
standards, rules and codes of moral conduct that
control individual behavior.
• Erik N. Berkowitz et al. maintain that: ethics are
moral principles and values that govern the
actions and decisions of an individual or group. In
the marketing context, ethics is the moral
evaluation of marketing activities and decisions
as right or wrong.
• Whether a marketing behavior is ethical or
unethical is determined on the basis of
commonly accepted principles of behavior
established by the society's expectations of
conduct, various interest groups, competitors,
company's own management, and personal and
moral values of the individual.
• Each individual decides how to behave on the
basis of these principles, and the public at large
and various interest groups evaluate if the actions
are ethical or unethical.
29. Ethics of Marketing &
Corporate Environment
• Ethics in marketing practices is an important issue and
needs developing understanding and awareness to bring
improvement in its application.
• Ethical issue refers to some situation, problem, or
opportunity that can be recognized and requires a
person or organization to select from among different
actions that must be evaluated as right or wrong, or
ethical or unethical.
• For instance when marketing managers or consumers
feel manipulated or cheated, it becomes an ethical issue,
irrespective of the fact that the action happens to be
legally right Whatever the reasons for unethical
instances, what is necessary after the issue is identified
is that Notes
marketing managers must decide how to resolve it.
• This requires knowing most of the ethical issues related
to marketing that often arise. In general, most issues
relating to unethical behavior occur in case of products
and promotions.
30. Ethics of Marketing &
Corporate
Environment
• Product-related ethical issues may include little or no information about
safety, function, value, or use instructions. One example can be used of
inferior materials, or components to cut costs without any information to
customers.
• It is ethically wrong not to inform customers about the changes in
product quality, as this failure is apparently a form of dishonesty. Issuing
false medical certificates is unethical for medical practitioners as it raises
questions about their honesty in general.
• Promotion of products and services, etc., often furnishes a number of
instances of a variety of situations that involve ethical issues, such as
false and misleading advertising, and manipulative or deceptive sales
promotions.
• There have been instances of misleading ads about obesity control and
weight reduction programmes that mislead customers - and some went
to the courts. Many ads are criticized for using excessive nudity to attract
an audience.
• Use of bribery or false promises in personal selling situations is an ethical
issue. Occasionally, media reports highlight cases of unethical practices
by organizations involved in offering bribes to procure large orders. Such
practices damage trust and fairness and ultimately harm the concerned
organization and tarnish its image.
31. example
• Fair and Lovely, skin whitening cream
marketed in India by Hindustan Unilever, has
constantly used an advertising strategy that
depicts women of darker complexion as
being inferior (the most controversial being
such women being unable to find a suitable
groom). Fair & Lovely has played in well to
exploit the race/color insecurities that has
plagued Indian society for centuries, to sell
skin 'whitening' creams.
• This shows that how big companies like HUL,
make ethical sacrifices for marketing their
products.