Report IssueLearning ObjectivesUpon completion of the courfelipaser7p
Report Issue
Learning Objectives
Upon completion of the course, students will be able to:
Apply consumer behavior identification strategies
Examine the key elements of consumer behavior
Identify the major factors that influence consumer buying behavior
Module Reading and Resources
Textbook
:
Marketing: An Introduction
, Chapter 5
This chapter covers consumer buying behavior and the elements that influence this behavior.
Access this resource by going to the
MyMarketingLab
area under the course Table of Contents menu.
Presentation:
Marketing Concept Glossary III
Module-related marketing concepts and terms are presented. Visit the glossary for a quick review of the key terms from this week. You can also look up words in the glossary found along the left-hand navigation bar.
MyMarketingLab Video: Chapter 5: Goodwill: Understanding (6:43)
This video discusses the thrift store chain Goodwill, describing its business model and demographic-based marketing approach and how the company adjusts to differences in customers’ needs. To access the video, go to MyMarketingLab, click on Multimedia Library, choose Chapter 5 from the drop-down menu, check “video,” and click on “Find Now.”
Access this resource by going to the
MyMarketingLab
area under the course Table of Contents menu.
Video:
The Consumer Buying Process
This is a short animation showing the consumer buying process to serve as a supplement to the module overview, applying concepts to store/new product. Transcript available
here
.
Website:
Discover Community Lifestyle and Demographic Information
The site provides access to a tool you can use learn more about specific market segments using an area's zip code.
This resource can be used for this week’s discussion.
Website:
US Census Bureau - FactFinder
The site allows you to search for facts about communities in the United States.
This resource can be used for this week’s discussion.
Assignment Calendar
Assignment Calendar Module Three
Module Overview
Consumer behavior is the study of how “individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas or experiences to satisfy needs and wants” (Kotler & Keller, 2012, p. 151). These are heavily influenced by cultural, social, and personal factors. Marketing is one part psychology, and to understand where, what, why, and how consumers buy, consumer motivations need to be understood.
The study of consumer behavior has two main categories: motivation and perception.
Motivation
is studying what it is that influences or persuades a consumer to buy. Many experts have studied motivation and how it impacts marketing decisions. The theories of two researchers, Freud and Maslow, have greatly shaped this area.
Sigmund Freud
believed that psychological forces that shape human behavior are unconscious. In other words, people do not fully understand what motivates them.
This has significant implications for marketing. Freud’s theory i ...
consumer behaviorThe study of when, where,and how people.docxdonnajames55
consumer behavior
The study of when, where,
and how people buy things
and then dispose of them.
search advertising
Advertising that appears on
the Web pages pulled up
when online searches are
conducted.
C H A P T E R 3
Consumer Behavior: How
People Make Buying
Decisions
Why do you buy the things you do? How did you decide to go to the college you’re attending? Where and how do
you like to shop? Do your friends shop at the same places or different places? How much more likely are you to buy
a product if a bunch of friends “Like” it on Facebook or Instagram?
Marketing professionals that have the answers to those questions will have a much better chance of creating,
communicating about, and delivering value-added products and services that you and people like you will want to
buy. That’s what the study of consumer behavior is all about. Consumer behavior considers the many
reasons—personal, situational, psychological, and social—why people shop for products, buy and use them,
sometimes become loyal customers, and then dispose of them.
Companies spend billions of dollars annually studying what makes consumers “tick.” Google, Yahoo, Facebook,
among other organizations doing business online, monitor your Web patterns—the sites you search, that is. The
companies that pay for search advertising, or ads that appear on the Web pages you pull up after doing online
searches, want to find out what kind of things interest you. Doing so allows these companies to send you popup
ads and coupons you might actually be interested in instead of ads and coupons for things you don’t.
Massachusetts Institute of Technology (MIT), in conjunction with a large retail center, has tracked consumers in
retail establishments to see when and where they tended to dwell or stop to look at merchandise. How was it
done? By tracking the position of the consumers’ mobile phones as they shopped, MIT found that when people’s
“dwell times” increased in certain locations, sales increased, too.[1]
Researchers have even looked at people’s brains by having them lie in scanners and asking them questions
about different products. What people say about the products is then compared to what their brains scans
show—that is, what they are really thinking. Scanning people’s brains for marketing purposes might sound nutty,
but maybe not when you consider the fact that eight out of ten new consumer products fail, even when they are
test marketed. Could it be possible that what people say about potential new products and what they think about
them are different? Marketing professionals want to find out.[2]
Studying people’s buying habits isn’t just for big companies. Small businesses and entrepreneurs can study the
behavior of their customers with great success. By figuring out what zip codes their customers are in, a business
might determine where to locate an additional store. Small businesses such as restaurants often use coupon codes.
For example, coupons sent ou.
Report IssueLearning ObjectivesUpon completion of the courfelipaser7p
Report Issue
Learning Objectives
Upon completion of the course, students will be able to:
Apply consumer behavior identification strategies
Examine the key elements of consumer behavior
Identify the major factors that influence consumer buying behavior
Module Reading and Resources
Textbook
:
Marketing: An Introduction
, Chapter 5
This chapter covers consumer buying behavior and the elements that influence this behavior.
Access this resource by going to the
MyMarketingLab
area under the course Table of Contents menu.
Presentation:
Marketing Concept Glossary III
Module-related marketing concepts and terms are presented. Visit the glossary for a quick review of the key terms from this week. You can also look up words in the glossary found along the left-hand navigation bar.
MyMarketingLab Video: Chapter 5: Goodwill: Understanding (6:43)
This video discusses the thrift store chain Goodwill, describing its business model and demographic-based marketing approach and how the company adjusts to differences in customers’ needs. To access the video, go to MyMarketingLab, click on Multimedia Library, choose Chapter 5 from the drop-down menu, check “video,” and click on “Find Now.”
Access this resource by going to the
MyMarketingLab
area under the course Table of Contents menu.
Video:
The Consumer Buying Process
This is a short animation showing the consumer buying process to serve as a supplement to the module overview, applying concepts to store/new product. Transcript available
here
.
Website:
Discover Community Lifestyle and Demographic Information
The site provides access to a tool you can use learn more about specific market segments using an area's zip code.
This resource can be used for this week’s discussion.
Website:
US Census Bureau - FactFinder
The site allows you to search for facts about communities in the United States.
This resource can be used for this week’s discussion.
Assignment Calendar
Assignment Calendar Module Three
Module Overview
Consumer behavior is the study of how “individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas or experiences to satisfy needs and wants” (Kotler & Keller, 2012, p. 151). These are heavily influenced by cultural, social, and personal factors. Marketing is one part psychology, and to understand where, what, why, and how consumers buy, consumer motivations need to be understood.
The study of consumer behavior has two main categories: motivation and perception.
Motivation
is studying what it is that influences or persuades a consumer to buy. Many experts have studied motivation and how it impacts marketing decisions. The theories of two researchers, Freud and Maslow, have greatly shaped this area.
Sigmund Freud
believed that psychological forces that shape human behavior are unconscious. In other words, people do not fully understand what motivates them.
This has significant implications for marketing. Freud’s theory i ...
consumer behaviorThe study of when, where,and how people.docxdonnajames55
consumer behavior
The study of when, where,
and how people buy things
and then dispose of them.
search advertising
Advertising that appears on
the Web pages pulled up
when online searches are
conducted.
C H A P T E R 3
Consumer Behavior: How
People Make Buying
Decisions
Why do you buy the things you do? How did you decide to go to the college you’re attending? Where and how do
you like to shop? Do your friends shop at the same places or different places? How much more likely are you to buy
a product if a bunch of friends “Like” it on Facebook or Instagram?
Marketing professionals that have the answers to those questions will have a much better chance of creating,
communicating about, and delivering value-added products and services that you and people like you will want to
buy. That’s what the study of consumer behavior is all about. Consumer behavior considers the many
reasons—personal, situational, psychological, and social—why people shop for products, buy and use them,
sometimes become loyal customers, and then dispose of them.
Companies spend billions of dollars annually studying what makes consumers “tick.” Google, Yahoo, Facebook,
among other organizations doing business online, monitor your Web patterns—the sites you search, that is. The
companies that pay for search advertising, or ads that appear on the Web pages you pull up after doing online
searches, want to find out what kind of things interest you. Doing so allows these companies to send you popup
ads and coupons you might actually be interested in instead of ads and coupons for things you don’t.
Massachusetts Institute of Technology (MIT), in conjunction with a large retail center, has tracked consumers in
retail establishments to see when and where they tended to dwell or stop to look at merchandise. How was it
done? By tracking the position of the consumers’ mobile phones as they shopped, MIT found that when people’s
“dwell times” increased in certain locations, sales increased, too.[1]
Researchers have even looked at people’s brains by having them lie in scanners and asking them questions
about different products. What people say about the products is then compared to what their brains scans
show—that is, what they are really thinking. Scanning people’s brains for marketing purposes might sound nutty,
but maybe not when you consider the fact that eight out of ten new consumer products fail, even when they are
test marketed. Could it be possible that what people say about potential new products and what they think about
them are different? Marketing professionals want to find out.[2]
Studying people’s buying habits isn’t just for big companies. Small businesses and entrepreneurs can study the
behavior of their customers with great success. By figuring out what zip codes their customers are in, a business
might determine where to locate an additional store. Small businesses such as restaurants often use coupon codes.
For example, coupons sent ou.
Consumer Attitude Formation and Change Learning Objectiv.docxdonnajames55
Consumer Attitude
Formation and Change
Learning Objectives
6.1 To understand how consumers' attitudes influence t heir decision-making.
6.2 To understand the tri-component attitude model.
6.3 To understand how to apply mu ltiattribute models to change consumers'
attitud es.
6.4 To understand how to alter consumers' attit udes by making particu lar needs
prominent .
6.5 To understand cognit ive elaboration and the two routes t o persuasion.
6.6 To understand cognit ive dissonance and resolving cognit ive conflicts.
6.7 To understand how peop le assign causa lity to events.
N ATTITUDE is a learned predisposition to
behave in a consistently favorable or unfavor-
able way toward a g iven object. In t he con-
text of consumer behavio r, an "object" can
be a product, brand, service, price, package, adver-
tisement, p romotional medium, or the retai ler sell ing
the product, among other dimensions of consumer
behavior.
Consumers learn attitudes from direct experi-
ence w it h the product , word-of-mouth, exposure to
mass media, and other information sources. Attitudes
reflect either favorable or unfavorable evaluations of
t he attit ude object and mot ivat e consumers either to
b uy o r not buy part icular products o r brands. Con-
sumers buy product s t oward which they have positive
and f avorable feeli ngs, and market ers m ust ensure
that consumers ma intain these attitudes fo llowing
the p urchase so t hat t hey keep buying their products
repeated ly.
Marketers who introduce new it ems strive to form
favorab le consumer attit udes toward the new p roducts
in order to get consumers to try them, like them, and
continue to b uy them. Doing so is difficu lt because
people are oft en unrecept ive to the unfamiliar, at least
initially. One way to establish positive attit udes towa rd
new products is to capitalize on wel l-establ ished brand
names. For example, Wrangler Traveler Jeans-a new
product featu red in Figure 6. 1-is targeted p rimarily to
millennia Is. Sales of jeans to mil lennials have slowed as
they dress in more comfortable clothing such as leg-
g ings and sweat pants. This ad tells consumers t hat the
traveler jeans are comfo rtable, like sweat pants, and
ca rry t he well-known brand name of Wrangler, so that
consumers can expect a certain level of qual it y.
FIGURE 6.1
Changing Attitudes
attitude
A learned predisposition
to behave in a consistently
favorable or unfavorable way
toward a given object.
CHAPTER 6 • Consum ER ATiiTud E FoRmATion And CHAng E 143
INTRODUCING
TRAVELER .....::::::::•--JEANS
'- U. t•lU. -la.- lt..., u ---·IIWI. o . ......... -
II .,. • lilA I -11:"'-• -)4oi.IO C ,.. t .... T ,. ,_ .. .....,. _ .. l.._•ooc.t
f '-l_II.,.S.WU1....,11aJunJIJ ...... ...,...,...,..._ ,fll "' ... r • .....,_ , P\>to<ltt,tca -PIOU. t.e "'"'_".,.,.
L I .,..n,., ... ...,IC - I' It I .. .ol. - .... ft, t- ,..,. 1111. II t -· -- ..... "" I - Oll&m. " WSit ..... - I .11.
MBA 5501, Advanced Marketing 1 Course Learning Outcom.docxAASTHA76
MBA 5501, Advanced Marketing 1
Course Learning Outcomes for Unit III
Upon completion of this unit, students should be able to:
2. Synthesize the use of marketing research and demand forecasting to predict business outcomes, and
contrast the influence of micro and macro environmental factors on marketing strategies.
2.1 Explain the impact of environmental factors with a company using the political, economic,
social, and technological (PEST) analysis tool.
2.2 Describe a company’s marketing history and its evolution to current practices.
3. Compare new product development and competitive product strategies.
3.1 Compare competitors within an industry.
4. Analyze consumer relationships and buying processes by outlining the development and cultivation of
customer relationships considering value, satisfaction, and loyalty.
4.1 Summarize a business’s next step for growth and potential with a focus on customer value,
satisfaction, and loyalty.
Course/Unit
Learning Outcomes
Learning Activity
2 Case Study; Chapters 5, 6, and 7
2.1 Case Study; Chapters 5, 6, and 7
2.2 Case Study; Chapters 5, 6, and 7
3 Case Study; Chapters 5, 6, and 7
3.1 Case Study; Chapters 5, 6, and 7
4 Case Study; Chapters 5, 6, and
4.1 Case Study; Chapters 5, 6, and 7
Reading Assignment
Chapter 5: Creating Long-Term Loyalty Relationships, pp. 127–146
Chapter 6: Analyzing Consumer Markets, pp. 157–179
Chapter 7: Analyzing Business Markets, pp. 189–210
Unit Lesson
Chapter 5: Creating Long-Term Loyalty Relationships
What is a brand that you purchase frequently and will go out of your way to find? What brand will you not only
shop around for but will also travel a distance to find? This practice means that you have created a
relationship with this brand; in the marketing world, this means that you have developed brand loyalty.
Kotler and Keller (2016) discuss customer value through the concept of customer perceived value (CPV),
which is defined as the difference between the customer’s perception of the product/service and the direct
and indirect competitors. A direct competitor is a company that provides the same products/services, while an
indirect competitor is one that provides products/services that do not necessarily provide the same
products/services but provide an alternative that the customer might choose if he or she did not purchase
your product/service. For instance, a direct competitor of Disney World might be Universal Studios, whereas
UNIT III STUDY GUIDE
Understanding the Consumer
MBA 5501, Advanced Marketing 2
both provide similarly themed entertainment. An indirect competitor might be Six Flags amusement parks,
which focus on thrill rides and provide the consumer with an alternative to the Disney World experience.
Marketers are always looking for methods by which they can create trust and commitment with the consumer.
Many times, this leads to a system of brand stra.
CONSUMER BEHAVIOR: THE PSYCHOLOGY OF MARKETING By Dr.Mahboob Khan PhdHealthcare consultant
One "official" definition of consumer behavior is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society." Although it is not necessary to memorize this definition.
This is the ppt translation of the second part of 25 keys to sales & marketing, an audio portable MBA course, which has been developed by New York Times publishing,
with the contribution of some of the best known business academicians and practitioners of the contemporary world. This is only a reproduced graphical version of the same
with no commercial motive. It has been developed for better self learning and for assistance to the large community of several business practitioners & students, who are in
constant pursuit for quality stuff on-line.
at least 2 references in each peer responses! I noticed .docxcockekeshia
at least 2 references in each peer responses!
I noticed that there are many proposed policies on the agenda that are related to healthcare. Some of them are specific to the nursing practice. This creates the opportunity for the nurse to advocate for policies that impact nursing and healthcare directly by providing first-hand accounts and professional opinions supported by research. Nurses have insight on issues, such as patient safety and satisfaction, health disparities, access to care, and promoting positive outcomes (Abood, 2016).
The problem is that some nurses are unable to navigate through the politics of regulation and policy (Abood, 2016). This can create a challenge and become discouraging for nurses looking to make an impact or promote an agenda (Abood, 2016). Nurses can overcome this difficulty by participating in internships and workshops that provide the opportunity for a nurse to learn about the legislative process and the current issues being discussed (Abood, 2016). Understanding the political process is an essential method for effectively advocate for an issue. Nurses have to learn to play the game to promote change or obtain the scarcely rationed funding available.
According to Milstead and Short (2019), key opportunities to advocate for policy lies in knowledge and perception. Being knowledgeable on an issue can increase your influence as an advocate. Perception is a significant key in politics. Being perceived as a valuable collaborator or obtaining the support of a mentor that is respected can help push your agenda (Milstead & Short, 2019). Networking plays a significant role in politics. being introduced respected mentor or partner can help a nurse gain influence with rallying for support of a proposed agenda (Milstead & Short, 2019).
Probably the most significant opportunity for a nurse to advocate for a policy comes with becoming a member of a nursing association. Nurses associations like the American Nurses Association (ANA) are set up with the mission of influencing policy and advocating for the nurses and patients (ANA, 2019). The strength lies in numbers with the nursing association. Many of these organizations have built relationships with politicians and political parties to gain influence to support their agendas. For example, the ANA tends to favor and support democratic candidates (Milstead & Short, 2019). Nurses associations have enough members to get the attention of lawmakers. However, the nurse still has to task of advocating within the association to gain support from its members.
.
At least 2 pages longMarilyn Lysohir, an internationally celebra.docxcockekeshia
At least 2 pages long
Marilyn Lysohir, an internationally celebrated ceramic artist, started Cowgirl Chocolates to provide some funding support for a yearly published arts magazine, High Ground, that she and her husband, Ross Coates, started in 1995. Her love of chocolates and hot and spicy foods spurred the idea of making hot and spicy chocolates to be sold in creative, artistic tins and packaging, which she labeled Cowgirl Chocolates. Her small business, begun in 1997, had won a number of awards in fiery food competitions. While Cowgirl Chocolates had grown steadily over its four years in business, it still had only generated $30,000 in sales revenue in 2000, which was not enough to cover expenses. Marilyn had drained much of her personal savings to keep Cowgirl Chocolates in business. Her cash accounting methods and record keeping were not very sophisticated although she seemed to have a good sense of her costs in production and raw materials and the packaging. However, Marilyn had taken a shotgun approach to most of her marketing efforts and had tried a number of activities to increase product demand. She allowed herself to make one risky financial move each year in her pursuit of profitability and increased sales. She had just made her one risky move for year 2001: She had taken out a full-page ad in Chile Pepper magazine for $3,000.
Questions
1. The suggested retail price and wholesale prices of Cowgirl Chocolates products are displayed in Exhibit 2 (p. 491) along with the product and packaging costs. Based on this information, discuss the relative merits of using a cost-based, demand-based, and competition-based pricing method. (50 points)
2. What are four (4) options that Cowgirl Chocolates may consider as far as pricing? What would you recommend? (50 points)
.
More Related Content
Similar to Week 3, Consumer Behavior How People Make Buying Decisions .docx
Consumer Attitude Formation and Change Learning Objectiv.docxdonnajames55
Consumer Attitude
Formation and Change
Learning Objectives
6.1 To understand how consumers' attitudes influence t heir decision-making.
6.2 To understand the tri-component attitude model.
6.3 To understand how to apply mu ltiattribute models to change consumers'
attitud es.
6.4 To understand how to alter consumers' attit udes by making particu lar needs
prominent .
6.5 To understand cognit ive elaboration and the two routes t o persuasion.
6.6 To understand cognit ive dissonance and resolving cognit ive conflicts.
6.7 To understand how peop le assign causa lity to events.
N ATTITUDE is a learned predisposition to
behave in a consistently favorable or unfavor-
able way toward a g iven object. In t he con-
text of consumer behavio r, an "object" can
be a product, brand, service, price, package, adver-
tisement, p romotional medium, or the retai ler sell ing
the product, among other dimensions of consumer
behavior.
Consumers learn attitudes from direct experi-
ence w it h the product , word-of-mouth, exposure to
mass media, and other information sources. Attitudes
reflect either favorable or unfavorable evaluations of
t he attit ude object and mot ivat e consumers either to
b uy o r not buy part icular products o r brands. Con-
sumers buy product s t oward which they have positive
and f avorable feeli ngs, and market ers m ust ensure
that consumers ma intain these attitudes fo llowing
the p urchase so t hat t hey keep buying their products
repeated ly.
Marketers who introduce new it ems strive to form
favorab le consumer attit udes toward the new p roducts
in order to get consumers to try them, like them, and
continue to b uy them. Doing so is difficu lt because
people are oft en unrecept ive to the unfamiliar, at least
initially. One way to establish positive attit udes towa rd
new products is to capitalize on wel l-establ ished brand
names. For example, Wrangler Traveler Jeans-a new
product featu red in Figure 6. 1-is targeted p rimarily to
millennia Is. Sales of jeans to mil lennials have slowed as
they dress in more comfortable clothing such as leg-
g ings and sweat pants. This ad tells consumers t hat the
traveler jeans are comfo rtable, like sweat pants, and
ca rry t he well-known brand name of Wrangler, so that
consumers can expect a certain level of qual it y.
FIGURE 6.1
Changing Attitudes
attitude
A learned predisposition
to behave in a consistently
favorable or unfavorable way
toward a given object.
CHAPTER 6 • Consum ER ATiiTud E FoRmATion And CHAng E 143
INTRODUCING
TRAVELER .....::::::::•--JEANS
'- U. t•lU. -la.- lt..., u ---·IIWI. o . ......... -
II .,. • lilA I -11:"'-• -)4oi.IO C ,.. t .... T ,. ,_ .. .....,. _ .. l.._•ooc.t
f '-l_II.,.S.WU1....,11aJunJIJ ...... ...,...,...,..._ ,fll "' ... r • .....,_ , P\>to<ltt,tca -PIOU. t.e "'"'_".,.,.
L I .,..n,., ... ...,IC - I' It I .. .ol. - .... ft, t- ,..,. 1111. II t -· -- ..... "" I - Oll&m. " WSit ..... - I .11.
MBA 5501, Advanced Marketing 1 Course Learning Outcom.docxAASTHA76
MBA 5501, Advanced Marketing 1
Course Learning Outcomes for Unit III
Upon completion of this unit, students should be able to:
2. Synthesize the use of marketing research and demand forecasting to predict business outcomes, and
contrast the influence of micro and macro environmental factors on marketing strategies.
2.1 Explain the impact of environmental factors with a company using the political, economic,
social, and technological (PEST) analysis tool.
2.2 Describe a company’s marketing history and its evolution to current practices.
3. Compare new product development and competitive product strategies.
3.1 Compare competitors within an industry.
4. Analyze consumer relationships and buying processes by outlining the development and cultivation of
customer relationships considering value, satisfaction, and loyalty.
4.1 Summarize a business’s next step for growth and potential with a focus on customer value,
satisfaction, and loyalty.
Course/Unit
Learning Outcomes
Learning Activity
2 Case Study; Chapters 5, 6, and 7
2.1 Case Study; Chapters 5, 6, and 7
2.2 Case Study; Chapters 5, 6, and 7
3 Case Study; Chapters 5, 6, and 7
3.1 Case Study; Chapters 5, 6, and 7
4 Case Study; Chapters 5, 6, and
4.1 Case Study; Chapters 5, 6, and 7
Reading Assignment
Chapter 5: Creating Long-Term Loyalty Relationships, pp. 127–146
Chapter 6: Analyzing Consumer Markets, pp. 157–179
Chapter 7: Analyzing Business Markets, pp. 189–210
Unit Lesson
Chapter 5: Creating Long-Term Loyalty Relationships
What is a brand that you purchase frequently and will go out of your way to find? What brand will you not only
shop around for but will also travel a distance to find? This practice means that you have created a
relationship with this brand; in the marketing world, this means that you have developed brand loyalty.
Kotler and Keller (2016) discuss customer value through the concept of customer perceived value (CPV),
which is defined as the difference between the customer’s perception of the product/service and the direct
and indirect competitors. A direct competitor is a company that provides the same products/services, while an
indirect competitor is one that provides products/services that do not necessarily provide the same
products/services but provide an alternative that the customer might choose if he or she did not purchase
your product/service. For instance, a direct competitor of Disney World might be Universal Studios, whereas
UNIT III STUDY GUIDE
Understanding the Consumer
MBA 5501, Advanced Marketing 2
both provide similarly themed entertainment. An indirect competitor might be Six Flags amusement parks,
which focus on thrill rides and provide the consumer with an alternative to the Disney World experience.
Marketers are always looking for methods by which they can create trust and commitment with the consumer.
Many times, this leads to a system of brand stra.
CONSUMER BEHAVIOR: THE PSYCHOLOGY OF MARKETING By Dr.Mahboob Khan PhdHealthcare consultant
One "official" definition of consumer behavior is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society." Although it is not necessary to memorize this definition.
This is the ppt translation of the second part of 25 keys to sales & marketing, an audio portable MBA course, which has been developed by New York Times publishing,
with the contribution of some of the best known business academicians and practitioners of the contemporary world. This is only a reproduced graphical version of the same
with no commercial motive. It has been developed for better self learning and for assistance to the large community of several business practitioners & students, who are in
constant pursuit for quality stuff on-line.
at least 2 references in each peer responses! I noticed .docxcockekeshia
at least 2 references in each peer responses!
I noticed that there are many proposed policies on the agenda that are related to healthcare. Some of them are specific to the nursing practice. This creates the opportunity for the nurse to advocate for policies that impact nursing and healthcare directly by providing first-hand accounts and professional opinions supported by research. Nurses have insight on issues, such as patient safety and satisfaction, health disparities, access to care, and promoting positive outcomes (Abood, 2016).
The problem is that some nurses are unable to navigate through the politics of regulation and policy (Abood, 2016). This can create a challenge and become discouraging for nurses looking to make an impact or promote an agenda (Abood, 2016). Nurses can overcome this difficulty by participating in internships and workshops that provide the opportunity for a nurse to learn about the legislative process and the current issues being discussed (Abood, 2016). Understanding the political process is an essential method for effectively advocate for an issue. Nurses have to learn to play the game to promote change or obtain the scarcely rationed funding available.
According to Milstead and Short (2019), key opportunities to advocate for policy lies in knowledge and perception. Being knowledgeable on an issue can increase your influence as an advocate. Perception is a significant key in politics. Being perceived as a valuable collaborator or obtaining the support of a mentor that is respected can help push your agenda (Milstead & Short, 2019). Networking plays a significant role in politics. being introduced respected mentor or partner can help a nurse gain influence with rallying for support of a proposed agenda (Milstead & Short, 2019).
Probably the most significant opportunity for a nurse to advocate for a policy comes with becoming a member of a nursing association. Nurses associations like the American Nurses Association (ANA) are set up with the mission of influencing policy and advocating for the nurses and patients (ANA, 2019). The strength lies in numbers with the nursing association. Many of these organizations have built relationships with politicians and political parties to gain influence to support their agendas. For example, the ANA tends to favor and support democratic candidates (Milstead & Short, 2019). Nurses associations have enough members to get the attention of lawmakers. However, the nurse still has to task of advocating within the association to gain support from its members.
.
At least 2 pages longMarilyn Lysohir, an internationally celebra.docxcockekeshia
At least 2 pages long
Marilyn Lysohir, an internationally celebrated ceramic artist, started Cowgirl Chocolates to provide some funding support for a yearly published arts magazine, High Ground, that she and her husband, Ross Coates, started in 1995. Her love of chocolates and hot and spicy foods spurred the idea of making hot and spicy chocolates to be sold in creative, artistic tins and packaging, which she labeled Cowgirl Chocolates. Her small business, begun in 1997, had won a number of awards in fiery food competitions. While Cowgirl Chocolates had grown steadily over its four years in business, it still had only generated $30,000 in sales revenue in 2000, which was not enough to cover expenses. Marilyn had drained much of her personal savings to keep Cowgirl Chocolates in business. Her cash accounting methods and record keeping were not very sophisticated although she seemed to have a good sense of her costs in production and raw materials and the packaging. However, Marilyn had taken a shotgun approach to most of her marketing efforts and had tried a number of activities to increase product demand. She allowed herself to make one risky financial move each year in her pursuit of profitability and increased sales. She had just made her one risky move for year 2001: She had taken out a full-page ad in Chile Pepper magazine for $3,000.
Questions
1. The suggested retail price and wholesale prices of Cowgirl Chocolates products are displayed in Exhibit 2 (p. 491) along with the product and packaging costs. Based on this information, discuss the relative merits of using a cost-based, demand-based, and competition-based pricing method. (50 points)
2. What are four (4) options that Cowgirl Chocolates may consider as far as pricing? What would you recommend? (50 points)
.
At least 2 citations. APA 7TH EditionResponse 1. TITop.docxcockekeshia
At least 2 citations. APA 7TH Edition
Response 1. TI
Top of Form
Dr. Joubert and colleagues, the study of leadership has developed, giving forth new theories and structures that explore the description of what it means to be a leader, and how to carry out the same effect. It would be pragmatic to note that one is not made a leader by a job title but through practical impact in. The situational theory is one such theory that can be effective in the medical field. This theory, often referred to as the Hersey-Blanchard situational leadership theory, suggests that no single leadership theory style is the best. However, Researchers and developers of leadership theories have not agreed on the leadership theories (Duggan et al., 2015)
.
Nursing leadership is a multidimensional concept. The nursing profession involves role model leaders that can transform their environment and leading their teams to succeed by overcoming obstacles. Situational leadership requires the leader to transform their leadership style to meet the followers' leadership needs (Marshall & Broome, 2017). Developing a single satisfying leadership theory has become problematic due to these phenomena. Leadership style has a direct impact on the quality of care administered by the nurse team. The leadership style defines the quality of the relationship between the leader and the followers and sets the tone and mood of the work environment (Laureate Education, 2018).
Our director of nursing practice a contingency leadership style. Aware of the different dispositions on our team, she treats each nurse based on their abilities and needs. At times, she exercises Laissez-fair leadership, dictatorial, transformational, democratic, and other transformational styles. I was amazed by the approach. It helped to manage the team. For instance, the recalcitrant nurse received warnings, punishment for mistakes, and reward for an excellent performance. These restrained her actions and caused her to develop positive behaviors and care towards patients.
In Addition to the application of situational leadership style, she had leadership characteristics such as charisma, honesty, communication skills, creativity, innovativeness, decision-making, and integrity. Combination of the style and the qualities facilitated leading our team initiatives. to create a leader that we were all revered. According to Calderon-Mafud and Pando-Moreno (2018), organizations experience cultures of flexibility, social support, innovation, an also increased personal confidence, and openness to change. Furthermore, the implementation of an authentic leadership style mostly behaved as a middleman in the organization as it increased work productivity, helped implement staff engagement, and improving job satisfaction.
References
Calderon-Mafud, J. L., & Pando-Moreno, M. (2018). Role of authentic leadership in
organizational socialization and work engagement among workers.
Psychology
, 9, 46-62. doi:10.4236/psych.2018.91.
At each decision point, you should evaluate all options before selec.docxcockekeshia
At each decision point, you should evaluate all options before selecting your decision and moving throughout the exercise. Before you make your decision, make sure that you have researched each option and that you evaluate the decision that you will select. Be sure to research each option using the primary literature.
.
At an elevation of nearly four thousand metres above sea.docxcockekeshia
A
t an elevation of nearly four thousand metres above sea
level, Comitancillo, a province in northwestern Guate
mala, was a formidable place to farm. The air was thin
and cold. I followed Rosa towards her home along a
well-trodden path on the side of the mountain. My lungs were
crying for oxygen, overworking like moth wings. Maya-Mam
communities had lived on these barren slopes in northwestern
Guatemala for nearly five hundred years. Before the arrival
of the Spanish in the 1500s, the Mam splintered off from the
Mayan Empire, which had chased them off the lush green flats
and up into the Sierra Madre. Looking down the mountainside,
I witnessed how the Mam adapted to live on their mountain
fortress: they'd carved steps into the mountainside, thousands
of terraces that cascaded down to the bottom of the valley. I
was awestruck by such architecture. "We've been cultivating la
milpa for hundreds of years," said Rosa. Milpa was a Spanish
word that summed up the three crops that had sustained the
Mam for centuries: maize, beans, and squash. Planting all three
crops together formed a sacrosanct principle of Mam farming.
The Mam were one of twenty-four indigenous cultures in
Guatemala, a country where nearly 50 per cent of the popu
lation were indigenous people, most of whom dwelled in rural
areas and depended on subsistence and small-scale agricul
ture for survival. Despite having a near majority of indigenous
people comprising its population, the country had never elected
an indigenous president. The mestizo elite owned politics and
power in Guatemala, while the Mam formed only a minus
cule fraction of the country's population. Marginalized to the
mountains in the northwest, they survived on growing food and
grazing livestock. Traditionally, men played a larger role in farm
management while women were responsible for grazing sheep,
grinding maize, cooking, cleaning, and nurturing the family.
The dusty husks of the harvest and the season past dried in
the slanted fields on the mountainsides. The bright sun caught
and illuminated their yellow leftovers into gold. Nothing
would be wasted on the mountains. Rosa would harvest the
dried crops for pig and sheep feed.
GUATEMALA 31
"Our seeds are hardy and meant for these mountains. The
seeds people try to sell us don't do well in Comitancillo. They
grow and the wind breaks them."
Years of living on the mountains had also ground Rosa into a
hardy woman. The fifty-year-old woman barely reached five feet.
She wore a striking turquoise blue huipil, a traditional blouse,
embroidered with magenta flowers. She parted her long black
hair in the middle and braided it down her back in a single
rope. Rosa was a widow. Her husband had died twelve years
earlier after falling from the rickety scaffolding on a construc
tion site and quickly dying of his injuries. He'd been working
as a migrant labourer in Xela, a city situated in one of the valley
flats, nearly th.
At a minimum, your outline should include the followingIntroducti.docxcockekeshia
At a minimum, your outline should include the following:
Introduction
Identify the topic
What makes this a global ethical dilemma
Why we should care about this
Thesis statement
Rationale for one side of dilemma
Evidence based support #1 (reason and resource)
Evidence based support #2 (reason and resource)
Evidence based support #3 (reason and resource)
Rationale for the OTHER side of the dilemma (at least three points)
Evidence based support #1 (reason and resource)
Evidence based support #2 (reason and resource)
Evidence based support #3 (reason and resource)
Compare this issue in different countries
Identify country #1 and how they view/experience this issue
Identify country #2 and how they view/experience this issue
Identify country #3 and how they view/experience this issue
Conclusion
References
Compose your work in a .doc or .docx file
.
At least 500 wordsPay attention to the required length of these.docxcockekeshia
At least 500 words
Pay attention to the required length of these assignments. These assignments consist of reading a newspaper article about a designated region of the world--specific for each assignment--and writing an essay about it.
Primary sources are documents or other materials such as photographs, art work, coins, tapestries, etc. produced at the time period under consideration. https://library.uncw.edu/guides/finding_primary_sources is a website that gives information on what a primary source is and how historians [or anyone writing about history] use them. Look at the attached file for questions to ask of any source that you would consider a primary source.
For these newspaper article and extra credit assignments you are to find a substantive newspaper article [most newspapers are available online--it must be from a newspaper, not a website only or cablenews organization--NOT yahoonews, not cnn.com, not foxnews, not msnbc--only a published newspaper.] about the region designated for that assignment. If the article you choose is too short you will have trouble doing the assignment. Also, note that if an article is about birds, or insects or any non-human source that is not connected to humanity, it is not appropriate for this assignment. Any good newspaper article is based on sources, which historians would designate as primary sources. So an important part of these assignments is to identify the primary sources used by the author of the article you choose. Primary sources are the building blocks of history. You can think of them like eyewitness accounts or physical evidence produced at the time of an incident or crime being considered in a courtroom proceeding or trial. Without evidence a jury couldn’t make a fair decision in a case. In the same way, without primary sources, history cannot be written--and good newspaper articles cannot be written. So part of this assignment is asking you to decide if the reporter writing the article you select has actually used good primary sources. Does he or she have real evidence and enough of it to write the article? Does the reporter have a particular viewpoint or bias? Could you imagine the article being used as a primary source by a historian in the future for writing history about this time period? How useful would the document be and does it have any weaknesses or drawbacks as a piece of evidence? What else might a historian need, besides the article you are analyzing, to give a more complete or balanced discussion of the topic?
Your assignments will be graded on:
Formatting: 1 inch margins; your name, course number & assignment number [first, second or third] on top of first page. No other information is needed for a heading, and no repeat headers allowed. Following this formatting, cite the author(s) of the article, the title of the article, the name of the newspaper in which it appears [the title of the newspaper should be underlined] and the date of its publi.
At a generic level, innovation is a core business process concerned .docxcockekeshia
At a generic level, innovation is a core business process concerned with renewing what the
organization offers the world and the ways in which it creates and delivers that offering. And
to do this they all need to carry out these activities:
• Searching – scanning the environment (internal and external) for, and processing relevant signals about, threats and opportunities for change.
• Selecting – deciding (on the basis of a strategic view of how the enterprise can best
• develop) which of these signals to respond to
• Implementing – translating the potential in the trigger idea into something new and launching it in an internal or external market. Making this happen is not a single event but requires attention to:
Acquiring the knowledge resources to enable the innovation (for example, by creating something new through R&D, market research, etc., acquiring knowledge from elsewhere via technology transfer, strategic alliance, etc.).
Executing the project under conditions of uncertainty which require extensive problem-solving.
Launching the innovation and managing the process of initial adoption
Sustaining adoption and use in the long-term – or revisiting the original idea and modifying it – reinnovation.
Learning – enterprises have (but may not always take) the opportunity to learn from progressing through this cycle so that they can build their knowledge base and can improve the ways in which the process is managed.
But they differ widely in the ways in which this is done and the importance of different elements.
In this exercise pick a sector – e.g. food retailing, airlines, chemicals, public administration – and draw a map of their particular version of this process. How does it work out in practice? Where are they likely to need or to place most emphasis?
.
Asymmetric Cryptography•Description of each algorithm•Types•Encrypt.docxcockekeshia
Asymmetric Cryptography•Description of each algorithm•Types:•Encryption•Digital Signature•Hashing Function•Key Distribution•Strengths/weaknesses of each algorithm•Relevant examples of modern applications/industry that utilize each algorithm•Public Key Infrastructure•Define•Discuss the components•How is it used with asymmetric cryptography
.
Astronomy HWIn 250-300 words,What was Aristarchus idea of the.docxcockekeshia
Astronomy HW/
In 250-300 words,
What was Aristarchus idea of the phases of Venus, and at that time when he presented his information was it rejected/ was it a big issue/ or did the issue never come up?
This has to be 100% original. I will check for plagirium. Furthermore, when after answering you can put your own input on why was it a big issue, or why do you think the issue never came up when Aristarchus present the idea of the phases of Venus.
If you cite something/someone, you have to make a reference page. And do the cited in MLA format.
.
Astronomy ASTA01The Sun and PlanetsDepartment of Physic.docxcockekeshia
Astronomy ASTA01:
The Sun and Planets
Department of Physical & Environmental Sciences,
UTSC
Fall 2018
Problem Set 3
DUE: Tuesday November 13, 2018
Where: Hand in your solutions in the mailbox marked for your tutorial,
on the 5th floor corridor of the Science Wing, near office SW506C in the
Physics & Astrophysics section.
Reminder: Write your name on your solutions. Also make sure you
carefully read the entire problem set policy that was distributed on
Quercus. It will help you avoid standard mistakes and score higher. We will
assume that you have read this policy document by the time you return your
solution.
How to write your solutions: Be precise and clear. Explain what you
are calculating. The method of calculation you adopt and your reasoning are
the most important. In case of a computational mistake, you will still get
credits if your method is right, so explain it clearly.
1
1. If the Solar System had formed right after the Big Bang, it would
have lacked oxygen (O), and therefore water (H2O). Using the solar
nebula theory, describe what would have been most different about
the planet formation process and the planets formed in this alternative
Solar System. [NO MORE than 15 sentences].
2. Halley’s comet is the only-naked eye comet that might appear twice in
a human lifetime (since it comes back every 76 years).
(a) Based on this comet’s orbital period, would you say that it is more
likely to have originated from the Kuiper belt or from the Oort
cloud? [A quantitative answer is expected to justify your choice]
(b) What other orbital feature, besides the comet’s orbital period,
could be used to distinguish its origin [NO MORE than 5 sen-
tences]
3. (a) Collect data on the mass and radius of Earth (made of rock) &
Jupiter (made of gas) and calculate the overall average density of
each planet, expressed in g/cm3.
(b) The density of water that we drink is about 1 g/cm3. Use your
everyday experience to describe the difference in density between
rock, air, and water. [State your answers in terms of “much
more/much less” or “a little more/a little less”].
(c) Is the mean density of Earth consistent with our everyday experi-
ence of similar composition material? What about Jupiter (same
question)?
(d) Propose a physical mechanism that might explain the discrepancy
between the mean density of a planet and the density of similar
composition material as we experience it in our everyday life.
4. Mean-motion resonances with Jupiter shape the Kirkwood gaps in the
main asteroid belt. A resonance written as “5:2” refers to the inner
body completing exactly 5 orbital revolutions when the outer body
completes exactly 2.
(a) Using Kepler law, find the orbital radius in AU of the following
important resonances for the Kirkwood gaps: 2:1, 3:1 and 5:2.
Compare your values to those shown in the diagram on Kirkwood
gaps in the class lectures (see lecture 12 slides).
(b) High-value mean-motion resonances, such as 2001:1000, are usu-
ally co.
Astronomers have been reflecting laser beams off the Moon since refl.docxcockekeshia
Astronomers have been reflecting laser beams off the Moon since reflectors were left there by Apollo astronauts. This has resulted in the conclusion that the Moon is moving away from the Earth at a rate of 3.8 cm per year. Discuss the specific cause of what is making the Moon recede, the likely end result for the Earth-Moon system, and what you think this might mean for life on Earth.
.
A strategic plan to inform emerging fashion retailers
about social media research and best practices.
2
Proposal Overview
Social media can take the form of various outlets, including, but not limited to: Instagram,
Facebook, Twitter, Tumblr, YouTube, etc. Each social media platform has its specific use and
benefits, with a wide range of active users. It is important to note that successful retailers are
using these online strategies to penetrate new markets, to champion for social media
movements, and to effectively develop connections with consumers.
In this social media blueprint, we suggest using Instagram as our company’s main social media
platform. Our primary research examines H&M, Topshop, and Uniqlo’s Instagram accounts and
revealed the importance of using models, creating effective hashtags, and providing customer
service. The secondary research presents the best practices of social media and how the public
and specific individuals view social media. To conclude the proposal, we will provide a
comprehensive strategy that includes a detailed plan with suggestions for a stellar social media
presence.
Primary Research Summary & Key Takeaways
We have compiled the following key takeaways using Instagram. Our primary research includes
a variety of retailers who specialize in different products and promote to diverse markets.
These three key findings will provide an all-encompassing approach which will ultimately tie
into our strategic recommendations going forward.
#1: Using models to showcase the retailer's products increases follower satisfactions. Each one
of our retailers uses this form of posting. The following three pictures are example images used
by retailers to promote their products through outfit modeling. Our retailers provide
consumers with the option to directly purchase clothing, accessories, and shoes via online
portals. These types of posts provide followers with a visualization of how the products will look
once worn, which is part of the purchasing decision many consumers take into account. In
addition, these types of images also provide outfit inspirations when consumers are in need of
assistance with outfit coordination.
(Uniqlo) (H&M) (Topshop)
3
#2: The use of hashtags connects posts to a broader conversation and trend. Our retailers use
various hashtags that either connected their post to an on-going product line, style, event, or
motto and “catchphrase”. For example, Uniqlo wants to be known for their fashionable, yet
simple clothing. Their hashtag, #simplemadebetter, allows Uniqlo to actively promote the
company’s business strategy of revamping basic clothing to make it ‘better’ quality and more
fashion forward. London Fashion Week is one of the most prominent events in the fashion
industry, known to set the latest fashion trends. The #LFW (London Fashion Week) establishes
Topshop as a brand that is compatible against the haute couture f.
Asthma, Sleep, and Sun-SafetyPercentage of High School S.docxcockekeshia
Asthma, Sleep, and Sun-Safety
Percentage of High School Students Who Had Ever Been Told by a Doctor or Nurse That They Had Asthma, by Sex, Grade, and Race/Ethnicity,* 2017
*B > H, B > W (Based on t-test analysis, p < 0.05.)
All Hispanic students are included in the Hispanic category. All other races are non-Hispanic.
Note: This graph contains weighted results.
National Youth Risk Behavior Survey, 2017
Data for this slide are from the National Youth Risk Behavior Survey. This slide shows percentages of high school students who had ever been told by a doctor or nurse that they had asthma.
The percentage for all students is 22.5. The percentage for Male students is 22.4. The percentage for Female students is 22.5. The percentage for 9th grade students is 22.9. The percentage for 10th grade students is 22.9. The percentage for 11th grade students is 21.2. The percentage for 12th grade students is 23.0. The percentage for Black students is 29.8. The percentage for Hispanic students is 21.1. The percentage for White students is 20.9. All Hispanic students are included in the Hispanic category. All other races are non-Hispanic. Note: This graph contains weighted results.
For this behavior, the prevalence for Black students is higher than for Hispanic students. The prevalence for Black students is higher than for White students. (Based on t-test analysis, p < 0.05.)
2
Series 1
Total Male Female 9th 10th 11th 12th Black Hispanic White 22.5 22.4 22.5 22.9 22.9 21.2 23 29.8 21.1 20.9
Percent
Range and Median Percentage of High School Students Who Had Ever Been Told by a Doctor or Nurse That They Had Asthma, Across 29 States and 20 Cities, 2017
State and Local Youth Risk Behavior Surveys, 2017
These are results from the state and local Youth Risk Behavior Surveys, 2017. This slide shows the range and median percentages of 29 states and 20 cities for high school students who had ever been told by a doctor or nurse that they had asthma.
The range across states was 19.3% to 33.4%. The median across states was 24.3%. The range across cites was 17.4% to 33.4%. The median across cities was 23.9%.
3
Min
States Cities 19.3 17.399999999999999 Max
States Cities 33.4 33.4 Med
States Cities 24.3 23.9
Percent
No Data
19.3% - 21.6%
21.7% - 24.2%
24.3% - 25.9%
26.0% - 33.4%
Percentage of High School Students Who Had Ever Been Told by a Doctor or Nurse That They Had Asthma
State Youth Risk Behavior Surveys, 2017
This slide shows the percentage of students who had ever been told by a doctor or nurse that they had asthma, 2017. The values range from 19.3% to 33.4%. Idaho, Iowa, Kansas, Montana, Nebraska, Virginia, Wisconsin, range from 19.3% to 21.6%. California, Florida, Illinois, New Mexico, Texas, Utah, West Virginia, range from 21.7% to 24.2%. Delaware, New York, North Carolina, Oklahoma, Pennsylvania, South Carolina, Tennessee, range from 24.3%.
Assumption-Busting1. What assumption do you have that is in s.docxcockekeshia
Assumption-Busting
1. What assumption do you have that is in some way limiting? Please be specific.
2. What is the exact opposite of that assumption?
3. How can you start acting differently, based on the fact that the opposite of your assumption is true? Be specific.
Idea Presentation Form
1. Describe the idea in two-three sentences or bullets.
2. What need or desire does your idea address?
3. For whom is the idea intended (men age 45-50, punk rock fans in Philadelphia…)?
4. How is your idea better than other solutions that exist to address this need or desire?
.
Assuming you have the results of the Business Impact Analysis and ri.docxcockekeshia
Assuming you have the results of the Business Impact Analysis and risk assessment in hand, discuss in detail steps in selecting a strategy. Reference one additional article, in addition to the textbook itself.
Format: Times 12, 1 inch margin, minimum of 2.5 pages double spaced (not counting references and other information such as your name, etc.)
The attached content supports to navigate towards the core objectives of completing this paper
Text book :
Title:
The Disaster Recovery Handbook
Subtitle: **PLEASE SEE BOOKSTORE LINK BELOW TO PURCHASE REQUIRED MATERIALS
Authors: Michael WALLACE, Lawrence WEBBER
Publisher: AMACOM
Publication Date: 2017-12-28
.
Assuming you are hired by a corporation to assess the market potenti.docxcockekeshia
Assuming you are hired by a corporation to assess the market potential of a foreign country for their products.
Demographic Environment
1)
Population
2)
Gender Breakdown
3)
Life Expectancy
4)
Language
5)
Education
Cultural Environment
1)
Religion
2)
Lifestyle (segments by age)
3)
Values
4)
Customs
5)
Holidays
6)
Colors and Music (National Flag and Anthem)
.
Assuming that you are in your chosen criminal justice professi.docxcockekeshia
Assuming that you are in your chosen criminal justice profession, e.g. law enforcement officer, probation officer, or criminal investigator, examine the Fourth and Fifth Amendments and discuss the steps you would take to ensure that actions do not violate the citizen’s Fourth and Fifth Amendment rights.
.
assuming that Nietzsche is correct that conventional morality is aga.docxcockekeshia
assuming that Nietzsche is correct that conventional morality is against our natural expression of passions, argue a case that suggests that while he is correct, the truth is that people must be restricted in their natural expression,
which moral statements clearly recognize dangerous natural inclinations and restrict them?
what benefits do these restrictions provide to the individual as well as to society as a whole?
how might Nietzsche react to your argument?
.
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
This slide is special for master students (MIBS & MIFB) in UUM. Also useful for readers who are interested in the topic of contemporary Islamic banking.
MATATAG CURRICULUM: ASSESSING THE READINESS OF ELEM. PUBLIC SCHOOL TEACHERS I...NelTorrente
In this research, it concludes that while the readiness of teachers in Caloocan City to implement the MATATAG Curriculum is generally positive, targeted efforts in professional development, resource distribution, support networks, and comprehensive preparation can address the existing gaps and ensure successful curriculum implementation.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
How to Add Chatter in the odoo 17 ERP ModuleCeline George
In Odoo, the chatter is like a chat tool that helps you work together on records. You can leave notes and track things, making it easier to talk with your team and partners. Inside chatter, all communication history, activity, and changes will be displayed.
How to Build a Module in Odoo 17 Using the Scaffold MethodCeline George
Odoo provides an option for creating a module by using a single line command. By using this command the user can make a whole structure of a module. It is very easy for a beginner to make a module. There is no need to make each file manually. This slide will show how to create a module using the scaffold method.
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
Executive Directors Chat Leveraging AI for Diversity, Equity, and InclusionTechSoup
Let’s explore the intersection of technology and equity in the final session of our DEI series. Discover how AI tools, like ChatGPT, can be used to support and enhance your nonprofit's DEI initiatives. Participants will gain insights into practical AI applications and get tips for leveraging technology to advance their DEI goals.
This presentation includes basic of PCOS their pathology and treatment and also Ayurveda correlation of PCOS and Ayurvedic line of treatment mentioned in classics.
Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
2. Consumer behavior considers the many reasons why—personal,
situational, psychological, and
social—people shop for products, buy and use them, and then
dispose of them.
Companies spend billions of dollars annually studying what
makes consumers "tick." Although
you might not like it, Google, AOL, and Yahoo! monitor your
web patterns—the sites you search,
that is. The companies that pay for search advertising, or ads
that appear on the web pages you
pull up after doing an online search, want to find out what kind
of things you're interested in.
Doing so allows these companies to send you pop-up ads and
coupons you might actually be
interested in instead of ads and coupons for products such as
Depends or Viagra.
Massachusetts Institute of Technology (MIT), in conjunction
with a large retail center, has
tracked consumers in retail establishments to see when and
where they tended to dwell, or stop to
look at merchandise. How was it done? By tracking the position
of the consumers' mobile phones
as the phones automatically transmitted signals to cellular
3. towers. MIT found that when people's
"dwell times" increased, sales increased, too (Economist, 2009).
Researchers have even looked at people's brains by having them
lie in scanners and asking them
questions about different products. What people say about the
products is then compared to what
their brain scans show—that is, what they are really thinking.
Scanning people's brains for
marketing purposes might sound nutty. But maybe not when you
consider the fact that eight out
of 10 new consumer products fail, even when they are test-
marketed. Could it be that what people
say about potentially new products and what they think about
them are different? Marketing
professionals want to find out (Economist, 2009).
http://www.saylor.org/site/textbooks/Principles%2520of%2520
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4. Studying people's buying habits isn't just for big companies,
though. Even small businesses and
entrepreneurs can study the behavior of their customers with
great success. For example, by
figuring out what zip codes their customers are in, a business
might determine where to locate an
additional store. Customer surveys and other studies can also
help explain why buyers purchased
what they did and what their experiences were with a business.
Even small businesses such as
restaurants use coupon codes. For example, coupons sent out in
newspapers are given one code.
Those sent out via the Internet are given another. Then when the
coupons are redeemed, the
restaurants can tell which marketing avenues are having the
biggest effect on their sales.
Some businesses, including a growing number of startups, are
using blogs and social networking
web to gather information about their customers at a low cost.
For example, Proper Cloth, a
company based in New York, has a site on the social networking
site Facebook. Whenever the
company posts a new bulletin or photos of its clothes, all its
5. Facebook "fans" automatically receive
the information on their own Facebook pages. "We want to hear
what our customers have to say,"
says Joseph Skerritt, the young MBA graduate who founded
Proper Cloth. "It's useful to us and
lets our customers feel connected to Proper Cloth (Knight,
2009). Skerritt also writes a blog for
the company. Twitter and podcasts that can be downloaded from
iTunes are two other ways
companies are amplifying the "word of mouth" about their
products (Knight, 2009).
The study of consumer behavior is fascinating, and this week
we will only be able to touch on the
major influencers of how consumers think and act. We will
especially focus on how and when
marketers can use their understanding of consumer behavior to
influence the consumer's
decision-making processes. We will explore how our world
around us shapes our inputs into our
decisions. We will discuss whether or not marketing activities
manipulate us, or if we instead
reflect needs and wants dictated by our internal factors, and
marketing is the function that brings
6. those needs and wants to us. This is an age-old debate: Does
marketing influence or reflect
society? We won't be able to answer that question definitively
this week, but we will walk away
with a better understanding of why we as individuals buy what
our particular collection of
products and services.
3.1 Model of Consumer Behavior
L E A R N I N G O B J E C T I V E
1. Describe the model for consumer behavior.
As previously mentioned, consumers make decisions influenced
by marketers and a variety of
other sources. There have been various models offered to
explain the relationship between
marketing influences and consumer decisions, and all the
models acknowledge a simple
relationship between stimuli and response. In other words,
consumers are exposed to a stimulus,
such as a television ad. They think about it and transform that
7. thought into a response, perhaps a
decision to purchase, a decision not to purchase, or a decision
to store the information for later
use. As Figure 3.1 illustrates, there are many influencers in the
decision-making process. Some
are under the control of the marketer, but many influencers are
not.
Figure 3.1 A Model of Consumer Behavior
In Week 1, we discussed the external environments important to
the strategic planning process
for the Level 1 corporate strategic planning. In addition to
those listed in the first box in the
above model of consumer behavior, other environmental factors
include the competitive
environment, the political and legal environments, and the
natural resources environments.
These additional environments are important for corporate-level
decision making.
For the purposes of the consumer’s decision making, however,
it is the economic, technological,
8. social, and cultural environments that are key to how consumers
make their purchase
decisions, and that is why those are the environments included
in this model of consumer
behavior. Refer to the Week 1 course content for the discussion
on these consumer-oriented
environments as well as a review of the elements of the
marketing mix stimuli, which will also
be covered more thoroughly in Weeks 5, 6, and 7.
This week, we will take a closer look at the second and third
boxes of the model of consumer
behavior, or the factors that are unique to each consumer, and
how those combine with the
unique decision process of an individual consumer to result in a
consumer response.
Marketers work to ensure that the consumer response, at least
with the group of consumers who
they believe are most likely to exchange value with the
company, is a purchase decision. If not a
purchase decision, the second-best outcome is for the consumer
to think favorably of the brand
and the company and perhaps include the brand into a decision
to be made at a later time. For
9. example, you may have seen an ad or heard from a friend about
a new five-star restaurant, and
you were favorably impressed. You may make the decision to
eat there at that moment, but the
actual consumption of the meal may occur later when your
limited resources, time, and money
are in line with the decision.
The important point is that marketers can influence their
stimuli, but the rest of the inputs to the
decision are not necessarily under the marketer's control. The
goal is to know about the
consumers' behaviors such that marketing can try to provide
consumers with the right marketing
communication message that will "speak" to their individual
characteristics, and at the right time
in their decision-making process.
3 . 1 K E Y T A K E A W A Y
How consumers make decisions is very complex and is the
subject of the field of consumer behavior. We
offered a model of consumer behavior that outlines the basic
stimuli-response format. In the first part of
the model, consumers are exposed to various inputs such as
environmental factors and inputs from
10. marketing, the offering, the distribution, the communications,
and the price. These inputs can be
controlled by the marketer. However, how consumers make their
decisions and the unique characteristics
of each consumer are not under the control of marketers. But
marketers do try to influence these factors
with the timing and the placement of marketing communications
messages. The goal of marketing is to
ensure after processing all the inputs and influences, a
consumer makes a decision favorable to the
company: either purchase now, purchase later, or at least
develop a positive attitude toward the brand
and the company.
3.2 The Consumer's Decision-Making Process
L E A R N I N G O B J E C T I V E S
1. List the stages of the buying process.
2. Distinguish between low-involvement buying decisions and
high-involvement buying decisions.
You've been a consumer with purchasing power for much longer
than you probably realize—since
the first time you were asked which cereal or toy you wanted.
Over the years, you've developed a
systematic way you choose among alternatives, even if you
11. aren't aware of it. Other consumers
follow a similar process. The first part of this week looks at this
process. The second part looks at
the situational, psychological, and other factors that affect
what, when, and how people buy what
they do. Throughout the week, we will explore the leading
research on consumer behavior and the
ongoing marketing research marketers use to answer these
questions.
Keep in mind, however, that different people, no matter how
similar they are, make different
purchasing decisions. You might be very interested in
purchasing a Smart car. But your best
friend might want to buy a Ford 150 truck. Marketing
professionals understand this. They don't
have unlimited budgets that allow them to advertise in all types
of media to all types of people, so
what they try to do is figure out trends among consumers. Doing
so helps marketers reach the
people most likely to buy their products in the most cost-
effective way possible.
Stages in the Buying Process
Figure 3.2, "Stages in the Consumer's Purchasing Process,"
12. outlines the buying stages consumers
go through. At any given time, you're probably in some sort of
buying stage. You're thinking about
the different types of things you want or need to eventually buy,
how you are going to find the best
ones at the best price, and where and how will you buy them.
Meanwhile, there are other products
you have already purchased that you're evaluating. Some might
be better than others. Will you
discard them, and if so, how? Then, what will you buy? Where
does that process start?
Figure 3.2 Stages in the Consumer's Purchasing Process
Stage 1. Need Recognition
Perhaps you're planning to backpack around the country after
you graduate, but you don't have a
particularly good backpack. Marketers often try to stimulate
consumers into realizing they have a
need for a product. Do you think it's a coincidence that
Gatorade, Powerade, and other beverage
13. makers locate their machines in gymnasiums so you see them
after a long, tiring workout?
Previews at movie theaters are another example. How many
times have you have heard about a
movie and had no interest in it—until you saw the preview?
Afterward, you felt like had to see it.
Recognizing a need, the difference between your current stage
and your perception of your ideal
state, does not necessarily mean you will proceed to Step 2 and
search for information. That will
only happen if you also have the means, time, and money, and
the proper motivation to fill that
need. Yet, we find ourselves buying some products for which
we did not recognize a need. That
may be because at this early stage in the process, a company
was able to communicate that you do
have a need it can fill. A good example of this is the microwave
oven, invented after World War II
but not commercialized until 1967. Initial marketing research on
the microwave oven indicated
there was no need for a faster way to cook food. Home cooks
were appalled by the notion of
subjecting their food to radiation. It wasn't until Amana
focused on the microwave's usefulness
14. for reheating foods that the company was able to uncover an
unmet consumer need (Bramen,
2011). Consumers began to think they might need a microwave
oven, but the prohibitive cost kept
demand at bay for another decade. Today, a microwave oven is
a fixture in every kitchen.
When a marketer finds an unmet need, it tries to create primary
demand in the first stage of
the consumer purchase process. You can probably think of many
products today for which there
was no demand just a few short years ago because consumers
did not know they needed it.
Stage 2. Search for Information
Maybe you have owned several backpacks and know what you
like and don't like about them. Or,
there might be a particular brand that you've purchased in the
past that you liked and want to
purchase in the future. This is a great position for the company
that owns the brand to be in—
something firms strive for. Why? Because it often means you
will limit your search and simply
buy that brand again.
15. If what you already know about backpacks doesn't provide
enough information, you'll probably
continue to gather information from various sources. Frequently
people ask friends, family, and
neighbors about their experiences with products. Magazines
such as Consumer Reports or
Backpacker Magazine might also help.
Internet shopping sites such as Amazon.com have become a
common source of information about
products. Epinions.com is an example of a consumer-generated
review site. The site offers
product ratings, buying tips, and price information.
Amazon.com also offers product reviews
written by consumers. People prefer "independent" sources such
as this when they are looking for
product information. However, they also often consult
nonneutral sources of information, such as
advertisements, brochures, company websites, and salespeople.
Marketers can influence some consumers in this stage if they
16. already have high brand name
recognition either because they have a favorable opinion of the
company or because they may
have done previous business with the company. A goal of a
company is to develop its brand to the
extent that it becomes a preferred brand, and a consumer will
limit the information search to only
that manufacturer's or service provider's offering. Think again
of Apple; many consumers buy all
their technology from Apple without expanding their search to
competitors. This, of course, is
ideal for the marketer and is why so much time and effort is
placed on brand building. A good
brand can ensure your brand goes into the information search
stage as the preferred and
hopefully only offering under consideration.
As consumers, we seek only as much information as we deem
appropriate to the purchase under
consideration. We won't look at each possible alternative
offering available to meet the
requirements. We will limit our list of offerings under
consideration, called the consideration
set, and call it a day. Our information search stage will not be
17. reopened unless the offerings in
our consideration set fail to lead us to a decision, and we still
have an unmet need.
Stage 3. Product Evaluation
Obviously, there are hundreds of different backpacks available.
It's not possible to examine all of
them. (In fact, good salespeople and marketing professionals
know that providing you with too
many choices can be so overwhelming, and you might not buy
anything at all.) Consequently, you
develop what's called evaluative criteria to help narrow your
choices.
Evaluative criteria are certain characteristics that are important
to you, such as the price of the
backpack, the size, the number of compartments, and color.
Some of these characteristics are
more important than others. For example, the size of the
backpack and the price might be more
important to you than the color—unless, say, the color is hot
pink, and you hate pink.
Marketing professionals want to convince you that the
evaluative criteria you are considering
18. reflect the strengths of their products. For example, you might
not have thought about the weight
or durability of the backpack you want. However, a backpack
manufacturer such as Osprey might
remind you through magazine ads, packaging information, and
its website that you should pay
attention to these features—features that happen to be key
selling points of its backpacks.
Stage 4. Product Choice and Purchase
Stage 4 is the point at which you decide what backpack to
purchase. However, in addition to the
backpack, you are probably also making other decisions at this
stage, including where and how to
purchase the backpack and on what terms. Maybe the backpack
was cheaper at one store than
another, but the salesperson there was rude. Or maybe you
decide to order online because you're
too busy to go to the mall. Other decisions, particularly those
related to big-ticket items, are made
at this point. If you're buying a high-definition television, you
might look for a store that will offer
19. credit or a warranty.
The point of purchase is the marketer's last chance to try to
influence your decision. Have you
ever been to a checkout register and the clerk asks if you want
the extended warranty? Or maybe
the clerk said that he or she had a bad experience with the
product, and that caused you to take it
out of your cart. Those last-second touch points with someone
functioning as a marketer for or
against the product can be the difference between a sale, a
bigger sale, or no sale.
Stage 5. Postpurchase Use and Evaluation
At this point in the process, you decide whether the backpack
you purchased is everything it was
cracked up to be. Hopefully it is. If it's not, you're likely to
suffer what's
called postpurchase dissonance. You might call it buyer's
remorse. You want to feel good about
your purchase, but you don't. You begin to wonder whether you
should have waited to get a better
price, purchased something else, or gathered more information
first. Consumers commonly feel
20. this way, which is a problem for sellers. If you don't feel good
about what you've purchased from
the seller, you might return the item and never purchase
anything from that seller again. Or,
worse yet, you might tell everyone how bad the product was.
Companies do things to try to prevent buyer's remorse. For
smaller items, they might offer a
money-back guarantee. Or, they might encourage their
salespeople to tell you what a great
purchase you made. How many times have you heard a
salesperson say, "That outfit looks so
great on you!"? For larger items, companies might offer a
warranty, along with instruction
booklets, and a toll-free troubleshooting line. Or they might
have a salesperson call.
Stage 6. Disposal of the Product
There was a time when neither manufacturers nor consumers
thought much about how products
got disposed of, so long as people bought them. But that's
changed. How products are being
21. disposed is becoming extremely important to consumers and
society in general. Computers and
batteries, which leach chemicals into landfills, are a huge
problem. Consumers don't want to
degrade the environment, and companies are becoming more
aware of the fact.
Take for example Crystal Light, a water-based beverage sold in
grocery stores. You can buy it in a
bottle. However, many people buy a concentrated form, put it in
reusable pitchers or bottles, and
add water. That way, they don't have to buy and dispose of
plastic bottle after plastic bottle,
damaging the environment. Windex has done something similar
with its window cleaner. Instead
of buying new bottles all the time, you can purchase a
concentrate and add water. You have
probably noticed that most grocery stores now sell cloth bags
consumers can reuse.
Other companies are less concerned about conservation than
they are about
planned obsolescence. Planned obsolescence is a deliberate
effort by companies to make their
products obsolete, or unusable, after a period of time. The goal
22. is to improve a company's sales by
reducing the amount of time between the repeat purchases
consumers make of products. When a
software developer introduces a new version of product, older
versions are usually designed to be
incompatible with it. For example, not all the formatting
features are the same in Microsoft Word
2003 and 2007. Sometimes, documents do not translate properly
when opened in the newer
version. Consequently, you will be more inclined to upgrade to
the new version.
Products that are disposable are another way in which firms
have managed to reduce the amount
of time between purchases. Disposable lighters are an example.
Do you know anyone today that
owns a nondisposable lighter? Believe it or not, prior to the
1960s, scarcely anyone could have
imagined using a cheap disposable lighter. There are many more
disposable products today than
there were in years past—including everything from bottled
water and individually wrapped
snacks to single-use eyedrops and cell phones.
23. Low-Involvement vs. High-Involvement Buying Decisions
Consumers don't necessarily go through all the buying stages
when they're considering
purchasing a product. You have probably thought about many
products you want or need but
never did much more than that. At other times, you've probably
looked at dozens of products,
compared them, and then decided not to purchase them. At yet
other times, you skip stages 1
through 3 and buy products on impulse. As Nike would say, you
"just do it." Perhaps you see a
magazine with Angelina Jolie and Brad Pitt on the cover and
buy it on the spot simply because
you want it. Purchasing a product with no planning or
forethought is called impulse buying.
Impulse buying brings up a concept called level of
involvement—that is, how personally
important or interested you are in consuming a product. For
example, you might see a roll of tape
at a check-out stand and remember you need one. Or you might
see a bag of chips and realize
you're hungry. These are items you need, but they are low-
involvement products. Low-
24. involvement products aren't necessarily purchased on impulse,
although they can be. Low-
involvement products are, however, inexpensive and pose a low
risk to the buyer if he or she
makes a mistake by purchasing them.
Consumers often engage in routine response behavior when they
buy low-involvement products—
that is, they make automatic purchase decisions based on
limited information or information they
have gathered in the past. For example, if you always order a
Diet Coke at lunch, you're engaging
in routine response behavior. You may not even think about
other drink options at lunch because
your routine is to order a Diet Coke, and you simply do it. If
you're served a Diet Coke at
lunchtime, and it's flat, oh well. It's not the end of the world.
By contrast, high-involvement products carry a high risk to
buyers if they fail, are complex, or
have high price tags. A car, a house, and an insurance policy are
examples. These items are not
purchased often. Buyers don't engage in routine response
behavior when purchasing high-
25. involvement products. Instead, consumers engage in what's
called extended problem solving,
where they spend a lot of time comparing the features of the
products, prices, and warranties.
High-involvement products can cause buyers postpurchase
dissonance if they are unsure about
their purchases. Companies that sell high-involvement products
are aware that postpurchase
dissonance can be a problem. Frequently, they try to offer
consumers a lot of information about
their products, including why they are superior to competing
brands and how they won't let the
consumer down. Salespeople are typically used to do a lot of
customer "hand-holding."
Limited problem solving falls somewhere in the middle.
Consumers engage in limited
problem solving when they already have some information
about a good or service but continue to
search for a bit more information. The backpack you're looking
to buy is an example. You're going
to spend at least some time looking for one that's decent
because you don't want it to fall apart
26. while you're traveling and dump everything on a hiking trail.
You might do research online and
come to a decision relatively quickly. You might consider the
choices available at your favorite
retail outlet but not look at every backpack at every outlet
before making a decision. Or, you might
rely on the advice of a person you know who's knowledgeable
about backpacks. In some way, you
shorten the decision-making process.
Brand names can be very important regardless of the consumer's
level of purchasing involvement.
Consider a low- vs. high-involvement product—say, purchasing
a tube of toothpaste vs. a new car.
You might routinely buy your favorite brand of toothpaste, not
thinking much about the purchase
(engage in routine response behavior), but not be willing to
switch to another brand, either.
Having a brand you like saves you "search time" and eliminates
the evaluation period because you
know what you're getting.
When it comes to the car, you might engage in extensive
27. problem solving but, again, only be
willing to consider a certain brand or brands. For example, in
the 1970s, American-made cars had
such a poor reputation for quality, buyers joked that a car that's
"not Jap [Japanese- made] is
crap." The quality of American cars is very good today, but you
get the picture. If it's a high-
involvement product you're purchasing, a good brand name is
probably going to be very
important. That's why the makers of high-involvement products
can't become complacent about
the value of their brands.
3 . 2 K E Y T A K E A W A Y
Consumer behavior looks at the many reasons why people buy
things and later dispose of them.
Consumers go through distinct buying phases when they
purchase products: (1) realizing they need or
want something; (2) searching for information about the item;
(3) evaluating different products; (4)
choosing a product and purchasing it; (5) using and evaluating
the product after the purchase; and (6)
disposing of the product. A consumer's level of involvement is
how interested he or she is in buying and
consuming a product. Low-involvement products are usually
inexpensive and post a low risk to the buyer
if he or she makes a mistake by purchasing them. High-
involvement products carry a high risk to the buyer
28. if they fail, are complex, or have high price tags. Limited-
involvement products fall somewhere in
between.
3.3 Situational Factors That Affect Buying Behavior
L E A R N I N G O B J E C T I V E S
1. Describe the situational factors that affect what consumers
buy and when.
2. Explain what marketing professionals can do to make
situational factors work to their advantage.
Situational influences are temporary conditions that affect how
buyers behave—whether they
actually buy your product, buy additional products, or buy
nothing at all from you. They include
things like physical factors, social factors, time factors, the
reason for the buyer's purchase, and
the buyer's mood. You have undoubtedly been affected by all
these factors at one time or another.
Because businesses want to try to control these factors, let's
look at them in more detail.
29. The Consumer's Physical Situation
Have you ever been in a department store and couldn't find your
way out? No, you aren't
necessarily directionally challenged. Marketing professionals
take physical factors such as a
store's design and layout into account when they are designing
their facilities. Presumably, the
longer you wander around a facility, the more you will spend.
Grocery stores frequently place
bread and milk products on the opposite ends of the stores
because people often need both types
of products. To buy both, they have to walk around the store,
which is loaded with other items.
Store locations are another example of a physical factor.
Starbucks has done well in locating its
stores. You can scarcely drive a few miles down the road
without passing a Starbucks. You can
also buy cups of Starbucks coffee at grocery stores and in
airports—places with foot traffic.
Physical factors like these—the ones over which firms have
control—are called atmospherics. In
addition to store locations, they include the music played at
stores, the lighting, temperature, and
30. even the smells you experience. Perhaps you've visited the
office of an apartment complex and
noticed how great it looked and even smelled. It's no
coincidence. The managers of the complex
were trying to get you to stay for a while and have a look at
their facilities. Research shows that
"strategic fragrancing" results in customers staying in stores
longer, buying more, and leaving
with a better impression of the quality of services and products.
Mirrors near hotel elevators are
another example. Hotel operators have found that when people
are busy looking at themselves in
the mirrors, they don't feel like they are waiting as long for
their elevators (Moore, 2008).
Not all physical factors are under a company's control, however.
Take weather, for example. Rain
and other types of weather can be a boon to some companies,
like umbrella makers such as
London Fog, but a problem for others. Beach resorts, outdoor
concert venues, and golf courses
suffer when the weather is rainy. So do a lot of retail
organizations—restaurants, clothing stores,
and automobile dealers. Who wants to shop for a car in the rain
or snow?
31. Firms often attempt to deal with adverse physical factors such
as bad weather by making their
products more attractive during unattractive times. For example,
many resorts offer consumers
discounts to travel to beach locations during hurricane season.
Having an online presence is
another way to cope with weather-related problems. What could
be more comfortable than
shopping at home? If it's too cold and windy to drive to the
Gap, REI, or Abercrombie & Fitch, you
can buy these companies' products online. You can shop online
for cars, too, and many
restaurants take orders online and deliver.
Crowding is another situational factor. Have you ever left a
store and not purchased anything
because it was just too crowded? Some studies have shown that
consumers feel better about
retailers who attempt to prevent overcrowding in their stores.
However, other studies have shown
that to a certain extent, crowding can have a positive impact on
a person's buying experience. The
32. phenomenon is often referred to as "herd behavior." If people
are lined up to buy something, you
want to know why. Should you get in line to buy it, too? Herd
behavior helped drive up the price
of houses in the mid-2000s before the prices rapidly fell.
Unfortunately, herd behavior has also
led to the deaths of people. In 2008, a store employee was
trampled to death by an early morning
crowd rushing into a Walmart to snap up holiday bargains.
To some extent, how people react to crowding depends on their
personal tolerance levels. Which
rock concert would you rather attend: A sold-out concert in
which the crowd is having a rocking
good time? Or a half-sold-out concert where you can perhaps
move to a seat closer to the stage
and not have to stand in line at the restrooms? (Gaumer & Leif,
2005)
The Consumer's Social Situation
The social situation you're in can significantly affect what you
will buy, how much of it, and when.
Perhaps you have seen Girl Scouts selling cookies outside
grocery stores and other retail
33. establishments and purchased nothing from them. But what if
your neighbor's daughter is selling
the cookies? Are you going to turn her down, or be a friendly
neighbor and buy a box (or two)?
Companies like Avon and Tupperware that sell their products at
parties understand that the social
situation makes a difference. When you're at a Tupperware
party a friend is having, you don't
want to disappoint by not buying anything. Plus, everyone at the
party will think you're cheap.
Certain social situations can also make you less willing to buy
products. You might spend quite a
bit of money each month eating at fast-food restaurants like
McDonald's and Subway. But
suppose you've got a hot first date? Where do you take your
date? Some people might take a first
date to Subway, but that first date might also be the last. Other
people would perhaps choose a
restaurant that's more upscale. Likewise, if you have turned
down a drink or dessert on a date
because you were worried about what the person you were with
might have thought, your
consumption was affected by your social situation (Matilla &
34. Wirtz, 2008).
The Consumer's Time Situation
The time of day, the time of year, and how much time
consumers feel like they have to shop also
affects what they buy. Researchers have even discovered
whether someone is a "morning person"
or "evening person" affects shopping patterns. Seven-Eleven
Japan is a company that's extremely
in tune to physical factors such as time and how it affects
buyers. The company's point-of-sale
systems at its checkout counters monitor what is selling well
and when, and stores are restocked
with those items immediately—sometimes via motorcycle
deliveries that zip in and out of traffic
along Japan's crowded streets. The goal is to get the products on
the shelves when and where
consumers want them. Seven-Eleven Japan also knows that, like
Americans, its customers are
"time starved." Shoppers can pay their utility bills, local taxes,
and insurance or pension
premiums at Seven-Eleven Japan stores, and even make
photocopies (Bird, 2002).
35. Companies worldwide are aware of people's lack of time and are
finding ways to accommodate
them. Some doctors' offices offer drive-through shots for
patients who are in a hurry and for
elderly patients who find it difficult to get out of their cars.
Tickets.com allows companies to sell
tickets by sending them to customers' mobile phones when they
call in. The phones' displays are
then read by barcode scanners when the ticket purchasers arrive
at the events. Likewise, if you
need customer service from Amazon.com, there's no need to
wait on the telephone. If you have an
account with Amazon, you just click a button on the company's
website and an Amazon
representative calls you immediately.
The Reason for the Consumer's Purchase
The reason you are shopping also affects the amount of time
you will spend shopping. Are you
making an emergency purchase? Are you shopping for a gift?
Emergency clinics have sprung up
all over the country. Convenience is one reason. The other is
necessity caused by overcrowded
36. hospital emergency rooms. If you cut yourself and you are
bleeding, you're probably not going to
shop around much to find the best clinic. You will go to the one
that's closest.
What about shopping for a gift? Purchasing a gift might not be
an emergency situation, but you
might not want to spend much time shopping for it, either. Gift
certificates have been a popular
way to purchase for years. But now you can purchase them as
cards at your corner grocery store.
By contrast, suppose you need to buy an engagement ring. Sure,
you could buy one online in a
jiffy, but you probably wouldn't, because it's a high-
involvement product. What if it were a fake?
How would you know until after you purchased it? What if your
significant other turned you down
and you had to return the ring? How hard would it be to get
back online and return the ring?
(Hornik & Miniero, 2009)
The Consumer's Mood
Have you ever felt like going on a shopping spree? At other
37. times, wild horses couldn't drag you to
a mall. People's moods temporarily affect their spending
patterns. Some people enjoy shopping.
It's entertaining for them. At the extreme are compulsive
spenders who get a temporary "high"
from spending.
A sour mood can spoil a consumer's desire to shop. The crash of
the stock market in 2008 left
many people feeling poorer, leading to a downturn in consumer
spending. Penny-pinching came
into vogue, and conspicuous spending was out. Costco and
Walmart experienced heightened sales
of their low-cost Kirkland Signature and Great Value brands as
consumers scrimped (Birchall,
2009).
Saks Fifth Avenue wasn't so lucky. Its annual release of spring
fashions usually leads to a feeding
frenzy among shoppers, but spring 2009 was different. "We've
definitely seen a drop-off of this
idea of shopping for entertainment," says Kimberly Grabel,
Saks Fifth Avenue's senior vice
president of marketing (Rosenbloom, 2009).
38. To get buyers in the shopping mood, companies resorted to
different measures. The upscale
retailer Neiman Marcus began introducing more midpriced
brands. By studying customer's
loyalty cards, the French hypermarket Carrefour hoped to find
ways to get its customers to
purchase nonfood items that have higher profit margins.
The glum mood wasn't bad for all businesses, though.
Discounters such as Half-Priced books had
their sales surge. So did seed sellers as people began planting
their own gardens. Finally, those
products you see being hawked on television? Aqua Globes,
Snuggies, and Ped Eggs? Their sales
were the best ever. Apparently, consumers too broke to go to on
vacation or shop at Saks were
instead watching television and treating themselves to the
products (Ward, 2009).
3 . 3 K E Y T A K E A W A Y
Situational influences are temporary conditions that affect how
buyers behave. They include physical
factors such as a store's buying locations, layout, music,
lighting, and even smells. Companies try to make
39. the physical factors in which consumers shop as favorable as
possible. If they can't, they use other tactics
such as discounts. The consumer's social situation, time
situation, the reason for their purchases, and
their moods also affect buying behavior.
3.4 Personal Factors That Affect People's Buying Behavior
L E A R N I N G O B J E C T I V E S
1. Explain how a person's self-concept and ideal self affects
what he or she buys.
2. Describe how companies market products to people based on
their genders, life stages, and ages.
3. Explain how looking at the lifestyles of consumers helps
firms understand what they want to
purchase.
The Consumer's Personality
Personality describes a person's disposition as other people see
it. The following are the "big five"
personality traits that psychologists discuss frequently:
• Openness. How open you are to new experiences.
• Conscientiousness. How diligent you are.
40. • Extraversion. How outgoing or shy you are.
• Agreeableness. How easy you are to get along with.
• Neuroticism. How prone you are to negative mental states.
The question marketing professionals want answered is do the
traits predict people's purchasing
behavior? Can companies successfully target certain products at
people based on their
personalities? And how do you find out what personalities they
have? Are the extraverts you know
wild spenders and the introverts you know penny-pinchers?
Maybe not.
The link between people's personalities and their buying
behavior is somewhat unclear, but
market researchers continue to study it. For example, some
studies have shown that "sensation
seekers," or people who exhibit extremely high levels of
openness, are more likely to respond well
to advertising that's violent and graphic. The practical problem
for firms is figuring out "who's
who" in terms of their personalities.
41. The Consumer's Self-Concept
Marketers have had better luck linking people's self-concept to
their buying behavior. Your self-
concept is how you see yourself—be it positive or negative.
Your ideal self is how you would like to
see yourself—whether it's prettier, more popular, more eco-
conscious, or more "goth."
Marketing researchers believe people buy products to enhance
how they feel about themselves—
to get themselves closer to their ideal selves, in other words.
The slogan "Be All That You Can Be,"
which for years was used by the US Army to recruit soldiers, is
an attempt to appeal to the self-
concept. Presumably, by joining the Army, you will become a
better version of yourself, which
will, in turn, improve your life. Many beauty products and
cosmetic procedures are advertised in a
way that's supposed to appeal to the ideal selves people are
searching for. We want products that
improve our lives.
The Consumer's Gender
42. Everyone knows that men and women buy different products.
Physiologically speaking, they
simply need different products—different underwear, shoes,
toiletries, and a host of other
products (Ward & Thuhang, 2007). Men and women also shop
differently. One study by Resource
Interactive, a technology research firm, found that when
shopping online, men prefer sites with
lots of pictures of products; women prefer to see products
online in lifestyle context—say, a lamp
in a living room. Women are also twice as likely as men to use
viewing tools such as the zoom and
rotate buttons and links that allow them to change the color of
products.
In general, men have a different attitude about shopping than
women do. You know the old
stereotypes: Men see what they want and buy it, but women
"shop 'til they drop." There's some
truth to the stereotypes. Otherwise, you wouldn't see so many
advertisements directed at one sex
or the other—beer commercials that air on ESPN and
commercials for household products that
air on Lifetime. In fact, women influence fully two-thirds of all
household product purchases,
43. whereas men buy about three-quarters of all alcoholic beverages
(Schmitt, 2008).
The shopping differences between men and women seem to be
changing, though. For example,
younger, well-educated men are less likely to believe grocery
shopping is a woman's job. They
would also be more inclined to bargain shop and use coupons if
the coupons were properly
targeted at them (Hill & Harmon, 2007). One survey found that
about 45 percent of married men
actually like shopping and consider it relaxing.
Many businesses today are taking greater pains to figure out
"what men want." Products such as
face toners and body washes for men, such as the Axe brand, are
a relatively new phenomenon. So
are hair salons such as the Men's Zone and Weldon Barber.
Some advertising agencies specialize
in advertising directed at men. Keep in mind that there are also
many items targeted toward
women that weren't in the past, including products such as
kayaks and mountain bikes.
44. The Consumer's Age and Stage of Life
You have probably noticed that the things you buy have
changed as you age. When you were a
child, the last thing you probably wanted as a gift was clothing.
As you became a teen, however,
cool clothes probably became a bigger priority. Don't look now,
but depending on the stage of life
you're currently in, diapers and wrinkle cream might be just
around the corner.
Companies understand that people buy different things based on
their ages and life stages. Aging
baby boomers are a huge market that companies are trying to
tap. Car companies have created
"aging suits" for young employees to wear when they're
designing automobiles (Rowley,
2008). The suit simulates the restricted mobility and vision
people experience as they get older.
Car designers can then figure out how to configure the
automobiles to better meet the needs of
these consumers.
Lisa Rudes Sandel, the founder of Not Your Daughter's Jeans
45. (NYDJ), created a multimillion-
dollar business by designing jeans for baby boomers with
womanly bodies. "The truth is," Rudes
Sandel says, "I've never forgotten that woman I've been aiming
for since day one." Sandel "speaks
to" every one of her customers via a note tucked into each pair
of jean that reads, "NYDJ (Not
Your Daughter's Jeans) cannot be held responsible for any
positive consequence that may arise
due to your fabulous appearance when wearing the Tummy Tuck
jeans. You can thank me later"
(Saffian, 2009).
Your chronological age, or actual age in years, is one thing.
Your cognitive age, or how old you
perceive yourself to be, is another. In other words, how old do
you really feel? A person's
cognitive age affects the activities one engages in and sparks
interests consistent with the person's
perceived age. Cognitive age is a significant predictor of
consumer behaviors, including people's
dining out, watching television, going to bars and dance clubs,
playing computer games, and
shopping (Barack & Gould, 1985). How old people "feel" they
46. are has important implications for
marketing professionals. For example, companies have found
that many "aged" consumers don't
take kindly to products that feature "old folks." The consumers
can't identify with them because
they see themselves as being younger. We will discuss more
about the age groups and how
marketing professionals try to target them in Week 4, "Market
Segmenting, Targeting, and
Positioning."
The Consumer's Lifestyle
Earlier, we explained that two consumers (say, you and your
best friend) can be similar in age,
personality, and gender, but still purchase very different
products. If you have ever watched the
television show Wife Swap, you can see that despite people's
similarities (e.g., being middle-class
Americans who are married with children), lifestyles can differ
radically.
To better understand consumers and connect with them,
companies have begun looking more
47. closely at consumers' lifestyles. This often includes asking
consumers to fill out questionnaires or
conducting in-depth interviews with them. The questionnaires
go beyond asking people about the
products they like, where they live, and what sex they are.
Instead, researchers ask people what
they do—that is, how they spend their time and what their
priorities, values, and general outlooks
on the world are. Where do they go other than work? Who do
they like to talk to? What do they
talk about? Researchers hired by Procter & Gamble have gone
so far as to follow women around
for weeks as they shop, run errands, and socialize with one
another (Berner, 2006). Other
companies have paid people to keep a daily journal of activities
and routines.
A number of research organizations examine lifestyle and
psychographic characteristics of
consumers. Psychographics combines the lifestyle traits of
consumers (for example, whether they
are single or married, wealthy or poor, well-educated or high
school dropouts) and their
personality styles with an analysis of their attitudes, activities,
and values to determine groups of
48. consumers with similar characteristics. We will talk more about
psychographics and what
companies do to develop further insight into what consumers
want in Week 4, "Market
Segmenting, Targeting, and Positioning."
3 . 4 K E Y T A K E A W A Y
Your personality describes your disposition as other people see
it. Market researchers believe people buy
products to enhance how they feel about themselves. Your
gender also affects what you buy and how you
shop. Women shop differently than men. However, there's some
evidence that this is changing. Younger
men and women are beginning to shop more alike. People buy
different things based on their ages and
life stages. A person's cognitive age is how old he or she "feels"
himself or herself to be. To further
understand consumers and connect with them, companies have
begun looking more closely at their
lifestyles (what they do, how they spend their time, what their
priorities and values, are, and how they
see the world).
3.5 Psychological Factors That Affect Buying Behavior
L E A R N I N G O B J E C T I V E S
1. Explain how Maslow's hierarchy of needs works.
49. 2. Outline the additional psychological factors that affect
people's buying behavior.
Motivation
Motivation is the inward drive we have to get what we need. In
the mid-1900s, Abraham Maslow,
an American psychologist, developed the hierarchy of needs
shown in Figure 3.3, "Maslow's
Hierarchy of Needs."
Figure 3.3 Maslow's Hierarchy of Needs
Maslow theorized that people have to fulfill their basic needs—
such as the need for food, water,
and sleep—before they can begin fulfilling higher-level needs.
Have you ever gone shopping when
you were tired or hungry? Even if you were shopping for
something that would make you envy of
your friends (maybe a new car), you probably wanted to sleep or
eat even worse. (Forget the car.
Just give me a nap and a candy bar.)
50. People's needs can be recurring, such as the physiological need
for hunger. You eat breakfast and
are hungry at lunchtime and then again in the evening. Other
needs tend to be enduring, such as
the need for shelter, clothing, and safety. Still other needs arise
at different points in time in a
person's life. For example, during grade school and high school,
your social needs probably rose
to the forefront. You wanted to have friends and get a date.
Perhaps this prompted you to buy
certain types of clothing or electronic devices. After high
school, you began thinking about how
people would view you in your "station" in life, so you decided
to pay for college and get a
professional degree, thereby fulfilling your need for esteem. If
you're lucky, at some point you will
realize Maslow's state of self-actualization: You will believe
you have become the person in life
that you were meant to be.
Marketing professionals understand Maslow's hierarchy. Take
the need for people to feel secure
and safe. Following the economic crisis that began in 2008, the
51. sales of new automobiles dropped
sharply virtually everywhere—except the sales of Hyundai
vehicles. Hyundai ran an ad campaign
that assured car buyers they could return their vehicles if they
couldn't make the payments on
them without damaging their credit. Other carmakers began
offering similar programs after they
saw how successful Hyundai had been.
Likewise, banks began offering "worry-free" mortgages to ease
the minds of would-be
homebuyers. For a fee of about $500, First Mortgage Corp., a
Texas-based bank, offered to make
a homeowner's mortgage payment for six months if he or she
got laid off (Jares, 2010).
The Consumer's Perception
Perception is how you interpret the world and make sense of it
in your brain. You do so via stimuli
that affect your different senses—sight, hearing, touch, smell,
and taste. How you combine these
senses also makes a difference. For example, in one study,
consumers were blindfolded and asked
to drink a new brand of clear beer. Most of them said the
product tasted like regular beer.
52. However, when the blindfolds came off and they drank the beer,
many of them described it as
"watery" tasting (Ries, 2009).
Using different types of stimuli, marketing professionals try to
make you more perceptive to their
products whether you need them or not. It's not an easy job.
Consumers today are bombarded
with all types of marketing from every angle—television, radio,
magazines, the Internet, and even
bathroom walls. It's been estimated that the average consumer is
exposed to about 3,000
advertisements per day (Lasn, 1999). Consumers are also
multitasking more than in the past.
They are surfing the Internet, watching television, and checking
their cell phones for text
messages. All day, every day, we are receiving information.
Some, but not all, of it makes it into
our brains.
Have you ever read or thought about something and then started
noticing ads and information
about it popping up everywhere? That's because your perception
of it had become heightened.
53. Many people are more perceptive to advertisements for products
they need. Selective perception
is the process of filtering out information based on how relevant
it is to you. It's been described as
a "suit of armor" that helps filter information you don't need. At
other times, people forget
information, even if it's quite relevant to them, which is called
selective retention. Usually the
information contradicts the person's belief. A chain smoker who
forgets the information
communicated during an antismoking commercial is an
example.
To be sure their marketing communications messages get
through to you, companies use
repetition. How tired of iPhone commercials were you before
they tapered off the tube? How
often do you see the same commercial aired during a single
television show?
Using surprising stimuli is also a technique. Sometimes this is
called shock advertising. The
clothing makers Benetton and Calvin Klein are probably best
54. known for their shock advertising.
Calvin Klein sparked an uproar when it featured scantily clad
prepubescent teens in its ads.
There's evidence that shock advertising actually works, though.
One study found that shocking
content increased attention, benefited memory, and positively
influenced behavior among a group
of university students (Dahl, Frankenberger, & Manchanda,
2003).
Subliminal advertising is the opposite of shock advertising. It
involves exposing consumers to
marketing stimuli—photos, ads, messages—by stealthily
embedding them in movies, ads, and
other media. For example, the words Drink Coca-Cola might be
flashed for a millisecond on a
movie screen. In January 2007, some viewers of Iron Chef
America on the Food Network saw a
brief red flash. A YouTube video of the program that was
slowed to view the show frame by frame
revealed the McDonald's logo with the words "I'm lovin' it." A
Food Network spokesman called it
a "technical error," and a spokesman for McDonald's said the
company does not feature
55. subliminal advertising (Associated Press).
Keep in mind that today it's common to see brands such as Coke
being consumed in movies and
television programs, but there's nothing subliminal about it.
Coke and other companies often pay
to have their products in the shows.
The general public became aware of subliminal advertising in
the 1960s. Many people considered
the practice subversive, and in 1974, the Federal
Communications Commission condemned it. Its
effectiveness is somewhat sketchy, in any case. It didn't help
that much of the original research on
it, conducted in the 1950s by a market researcher who was
trying to drum up business for his
market research firm, was fabricated (Crossen, 2007).
People are still fascinated by subliminal advertising, however.
To create "buzz" about the
television show The Mole in 2008, ABC began hyping it by
airing short commercials composed of
56. just a few frames. If you blinked, you missed it. Some
television stations called ABC to figure out
what was going on. One-second ads were later rolled out to
movie theaters (Adalian, 2008).
Even if your marketing effort reaches consumers and they retain
it, different consumers can
perceive it differently. Show two people the same product and
you'll get two different perceptions.
One man sees Pledge, an outstanding furniture polish, while
another sees a can of spray no
different from any other furniture polish. One woman sees a
luxurious Gucci purse, and the other
sees an overpriced bag to hold keys and makeup (Chartrand,
n.d.). A couple of frames about The
Mole might make you want to see the television show. However,
your friend might see the ad, find
it stupid, and never tune in to watch.
Learning
Learning refers to the process by which consumers change their
behavior after they gain
information or experience a product. It's the reason you don't
buy a crummy product twice.
57. Learning doesn't just affect what you buy, however. It affects
how you shop. People with limited
experience about a product or brand generally seek out more
information about it.
Companies try to get consumers to learn about their products in
different ways. Car dealerships
offer test drives. Pharmaceutical reps leave behind lots of free
items—pens, coffee cups,
magnets—at doctor's offices with medication names and logos
written all over the items. Free
samples of products that come in the mail or are delivered with
newspapers are another example.
To promote its new line of coffees, McDonald's offered
customers free samples.
Another kind of learning is operant conditioning, which is what
occurs when researchers are able
to get a mouse to run through a maze for a piece of cheese or a
dog to salivate just by ringing a
bell. Companies engage in operant conditioning by rewarding
consumers, too. The prizes that
come in Cracker Jacks and with McDonald's Happy Meals are
examples. The rewards cause
consumers to want to repeat their purchasing behaviors. Other
58. rewards include free tans offered
with gym memberships, punch cards that give you a free
Subway sandwich after a certain number
of purchases, and free car washes when you fill your car with a
tank of gas.
Consumer's Attitude
Attitudes are "mental positions" or emotional feelings people
have about products, services,
companies, ideas, issues, or institutions (Dictionary of
Marketing Terms, n.d.) Attitudes tend to
be enduring, and because they are based on people's values and
beliefs, they are hard to change.
That doesn't stop sellers from trying, though. They want people
to have positive rather than
negative feelings about their offerings. A few years ago, KFC
began running ads to the effect that
fried chicken was healthy—until the US Federal Trade
Commission told the company to stop.
Wendy's slogan to the effect that its products are "way better
than fast food" is another example.
Fast food has a negative connotation, so Wendy's is trying to
get consumers to think about its
59. offerings as being better.
A good example of a shift in the attitudes of consumers relates
to banks. The taxpayer-paid
government bailouts of big banks that began in 2008 provoked
the wrath of Americans, creating
an opportunity for small banks not involved in the credit and
subprime mortgage mess. The
Worthington National Bank, a small bank in Fort Worth, Texas,
ran billboards reading: "Did Your
Bank Take a Bailout? We didn't." Another read: "Just Say NO to
Bailout Banks. Bank
Responsibly!" The Worthington Bank received tens of millions
in new deposits soon after running
these campaigns (Mantone, 2009).
3 . 5 K E Y T A K E A W A Y
Psychologist Abraham Maslow theorized that people have to
fulfill their basic needs—such as the need
for food, water, and sleep—before they can begin fulfilling
higher-level needs. Perception is how you
interpret the world around you and make sense of it in your
brain. To be sure their advertising messages
get through to you, companies often resort to repetition. Shock
advertising and subliminal advertising are
two other methods. Learning is the process by which consumers
change their behavior after they gain
60. information about or experience with a product. Consumers'
attitudes are the "mental positions" people
take based on their values and beliefs. Attitudes tend to be
enduring and are often difficult for companies
to change.
3.6 Societal Factors That Affect Buying Behavior
L E A R N I N G O B J E C T I V E S
1. Explain why the culture, subcultures, social classes, and
families consumers belong to affect their
buying behavior.
2. Describe what reference groups and opinion leaders are.
Situational factors—the weather, time of day, where you are,
who you are with, and your mood—
influence what you buy, but only on a temporary basis. So do
personal factors, such as your
gender, as well as psychological factors, such as your self-
concept. Societal factors are a bit
different. They are more outward. They depend on the world
around you and how it works.
61. The Consumer's Culture
Culture refers to the shared beliefs, customs, behaviors, and
attitudes that characterize a society.
Your culture prescribes the way in which you should live. As a
result, it has a huge effect on the
things you purchase. For example, in Beirut, Lebanon, women
can be seen wearing miniskirts. If
you're a woman in Afghanistan wearing a miniskirt, however,
you could face bodily harm or
death. In Afghanistan, women generally wear burqas, which
cover them completely from head to
toe. Similarly, in Saudi Arabia, women must wear what's called
an abaya, or long black garment.
Interestingly, abayas have become big business. They come in
many styles, cuts, and fabrics.
Some are encrusted with jewels and cost thousands of dollars.
Even cultures that share many of the same values as the United
States can be quite different from
the United States in many ways. Following the meltdown of the
financial markets in 2008,
countries around the world were pressed by the United States to
engage in deficit spending to
stimulate the worldwide economy. But the plan was a hard sell
both to German politicians and the
62. German people in general. Most Germans don't own credit
cards, and running up a lot of debt is
something people in that culture generally don't do. Companies
such as Visa and MasterCard and
businesses that offer consumers credit to purchase items with
high ticket prices have to deal with
factors such as these.
The Consumer's Multiculture(s)
A multicultural group is a group of people within a culture who
are different from the dominant
culture but have something in common with one another—
common interests, vocations or jobs,
religions, ethnic backgrounds, sexual orientations. The fastest-
growing multiculture in the United
States consists of people of Hispanic origin, followed by Asian
Americans, and blacks. The
purchasing power of US Hispanics is growing. By 2010, it
reached more than $1.0 trillion
(Watrous, 2009). This is a lucrative market that companies work
diligently to attract. Home
Depot has launched a Spanish version of its website. Walmart
has converted some of its
Neighborhood Markets into stores designed to appeal to
63. Hispanics. The Supermercado de
Walmart stores are located in Hispanic neighborhoods and
feature elements such as cafés serving
Latino pastries and coffee, and features such as full meat and
fish counters (Birchall, 2009).
Even within the Hispanic multiculture, there are many different
Hispanic groups. As Figure 3.4
outlines, Mexican Americans may be the largest group, but a big
chunk of the Hispanic market
also belongs to Central and South Americans, Puerto Rican
Americans, Cuban Americans and
numerous other Hispanic groups who think about purchasing
differently, and each needs a
different marketing approach.
Figure 3.4 Hispanic Multicultures
Source: US Census Bureau, 2010 Census, American Fact Finder,
Hispanic or Latino by Type: 2010.
Marketers are now focusing increased attention on the Asian
market, which percentage-wise
64. has overtaken the Hispanic market in population growth to
about a 56% growth rate,
impressive even though it represents a smaller growth in terms
of real numbers. The origins of
the Asian market come mostly from China, followed by the
Philippines and to a lesser extent
Japan, Korea, Vietnam, and the Indian subcontinent.
Marketing products based on the ethnicity of consumers can be
useful. However, it could become
harder to do in the future because the boundaries between ethnic
groups are blurring. For
example, many people today view themselves as multiracial.
(Golfer Tiger Woods is a notable
example.) Also, keep in mind that ethnic and racial
multicultures are not the only multicultures
marketing professionals consider. As we have indicated,
multicultures can develop in response to
people's interest. We also have subcultures, or groups of people
of various multicultural groups
who tend to organize around various activities. You have
probably heard of the hip-hop
subculture, people who in engage in extreme types of sports
65. such as helicopter skiing, or people
who play the fantasy game Dungeons and Dragons. The people
in these groups have certain
interests and exhibit certain behaviors that allow marketing
professionals to design specific
products for them.
The Consumer's Social Class
A social class is a group of people who have the same social,
economic, or educational status in
society (Princeton University, n.d.). To some degree, consumers
in the same social class exhibit
similar purchasing behavior. Have you ever been surprised to
find out that someone you knew
who was wealthy drove a beat-up old car or wore old clothes
and shoes? If so, it was because the
person, given his or her social class, was behaving "out of the
norm" in terms of what you thought
his or her purchasing behavior should be.
Table 3.1, "Social Classes and Buying Patterns: An Example,"
shows seven classes of American
consumers along with the types of car brands they might buy.
Keep in mind that the US market is
66. just a fraction of the world market. As we explained in Week 1
when we discussed strategic
marketing planning, to sustain their products, companies often
launch their products in other
parts of the world. The rise of the middle class in India and
China is creating opportunities for
many companies. For example, China has begun to overtake the
United States as the world's
largest auto market (AFP, 2011).
Table 3.1 Social Classes and Buying Patterns: An Example
Class Type of Car Definition of Class
Upper-Upper
Class
Rolls-
Royce
People with inherited wealth and aristocratic names (the
Kennedys, Rothschilds, Windsors, etc.)
Lower-Upper
Class Mercedes Professionals such as CEOs, doctors, and
lawyers
Upper-Middle
Class Lexus College graduates and managers
Middle Class Toyota Both white-collar and blue-collar workers
67. Working Class Pontiac Blue-collar workers
Lower but Not the
Lowest
Used
Vehicle People who are working but not on welfare
Lowest Class No vehicle People on welfare
The makers of upscale brands in particular walk a fine line in
terms of marketing to customers.
On the one hand, they want their customer bases to be as large
as possible. This is especially
tempting in a recession when luxury buyers are harder to come
by. On the other hand, if the
companies create products the middle class can better afford,
they risk "cheapening" their brands.
That's why, for example, Smart cars, which are made by BMW,
don't have the BMW label on
them. For a time, Tiffany's sold a cheaper line of silver jewelry.
However, the company later
worried that its reputation was being tarnished by the line. Keep
in mind that a product's price is
to some extent determined by supply and demand. Luxury
68. brands, therefore, try to keep the
supply of their products in check so their prices remain high.
Some companies have managed to capture market share by
introducing "lower echelon" brands
without damaging their luxury brands. Johnnie Walker is an
example. The company's whiskeys
come in bottles with red, green, blue, black, and gold labels.
The blue label is the company's best
product. Every blue-label bottle has a serial number and is sold
in a silk-lined box, accompanied
by a certificate of authenticity (Wikipedia, n.d.).
Reference Groups and Opinion Leaders
Of course, you probably know people who aren't wealthy but
who still drive a Mercedes or other
upscale vehicle. That's because consumers have reference
groups. Reference groups are groups a
consumer identifies with and wants to join. If you have ever
dreamed of being a professional
player of basketball or another sport, you have a reference
group. Marketing professionals are
aware of this. That's why, for example, Nike hires celebrities
such as Michael Jordan to pitch the
69. company's products.
Opinion leaders have expertise in certain areas. Consumers
respect these people and often ask
their opinions before they buy goods and services. An
information technology specialist with a
great deal of knowledge about computer brands is an example.
These people's purchases often lie
at the forefront of leading trends. For example, the IT specialist
we mentioned is probably a
person who has the latest and greatest tech products, and his or
her opinion of them is likely to
carry more weight than any sort of advertisement. Opinion
leaders are especially effective when
trying to launch a new product. Since consumers don't have
enough if any information about the
offering, they are likely to seek their information from someone
they respect or a known expert in
the product's industry.
As Figure 3.5 illustrates, marketers may choose to communicate
only with opinion leaders in the
hopes that they will share their favorable attitude toward the
product with other members of their
70. social circles.
Figure 3.5 Influence of Opinion Leaders
Source: Adapted from E. Katz and P. Lazarsfeld, Personal
Influence
(New York, NY: The Free Press, 1955).
Today's companies are using different techniques to reach
opinion leaders. Network analysis
using special software is one way of doing so. Orgnet.com has
developed software for this
purpose. Orgnet's software doesn't mine sites like Facebook and
LinkedIn, though. Instead, it's
based on sophisticated techniques that unearthed the links
between Al Qaeda terrorists. Explains
Valdis Krebs, the company's founder: "Pharmaceutical firms
want to identify who the key opinion
leaders are. They don't want to sell a new drug to everyone.
They want to sell to the 60 key
oncologists" (Campbell, 2004). As you can probably tell from
this chapter, exploring the frontiers
of people's buying patterns is a fascinating and constantly
evolving field.
71. The Consumer's Family
Most market researchers consider a person's family to be one of
the biggest determiners of buying
behavior. Like it or not, you are more like your parents than you
think, at least in terms of your
consumption patterns. The fact is that many of the things you
buy and don't buy are a result of
what your parents do and do not buy. The soap you grew up
using, toothpaste your parents
bought and used, and even the "brand" of politics you lean
toward (Democratic or Republican)
are examples of the products you are likely to favor as an adult.
Family buying behavior has been researched extensively.
Companies are also interested in which
family members have the most influence over certain purchases.
Children have a great deal of
influence over many household purchases. For example, in 2003
nearly half (47 percent) of 9- to
17-year-olds were asked by parents to go online to find out
about products or services, compared
to 37 percent in 2001. IKEA used this knowledge to design their
showrooms. The children's
72. bedrooms feature fun beds with appealing comforters so
children will be prompted to identify and
ask for what they want (MediaMark Research, 2003).
Marketing to children has come under increasing scrutiny. Some
critics accuse companies of
deliberating manipulating children to nag their parents for
certain products. For example, even
though tickets for Hannah Montana concerts ranged from
hundreds to thousands of dollars, the
concerts often still sold out. However, as one writer put it,
exploiting "pester power" is not always
ultimately in the long-term interests of advertisers if it alienates
kids' parents (Waddell, 2009).
3 . 6 K E Y T A K E A W A Y
Culture prescribes the way in which you should live and affects
the things you purchase. A subculture is a
group of people within a culture who are different from the
dominant culture but have something in
common with one another—common interests, vocations or
jobs, religions, ethnic backgrounds, sexual
orientations. To some degree, consumers in the same social
class exhibit similar purchasing behavior.
Most market researchers consider a person's family to be one of
the biggest determiners of buying
behavior. Reference groups are groups that a consumer
73. identifies with and wants to join. Companies
often hire celebrities to endorse their products to appeal to
people's reference groups. Opinion leaders
are people with expertise in certain areas. Consumers respect
these people and often ask their opinions
before they buy goods and services.
W E E K 4 P R E V I E W
Thus far, our discussion on consumers has been fairly general.
Companies can't market to everyone;
however, tough decisions have to be made with respect to what
groups of consumers would most likely
exchange value with the company. These are called target
markets and they are identified through a
process of market segmentation to identify all potential market
segments, and then to select that one or
more market segment(s) that the company has the resources to
pursue. In most cases, because there will
be competing offerings for the same target market, companies
also need to differentiate their offering so
that members of the target market understand how their offering
differs. This is called positioning. As we
touched on in Week 1 when discussing competitive
environments, the best place for a marketer to be is
to have an offering that occupies uncontested space in the minds
of the target market.
Week 3 References
Overview
74. Economist. (2009, December 20). The way the brain buys. 105–
7. Retrieved February 2, 2015, from
http://www.economist.com/node/12792420
Knight, R. (2009, March 18). Custom-made for e-tail success.
Financial Times, 10. Retrieved February 2,
2015, from http://www.ft.com/cms/s/0/f7ebf5a2-135e-11de-
a170-0000779fd2ac.html#axzz3QbeVQFvp
Section 3.2
Bramen, L. (2011, November 18). Cooking through the ages: A
timeline of oven Inventions.
Smithsonian.com. Retrieved January 19, 2015, from
http://www.smithsonianmag.com/arts-
culture/cooking-through-the-ages-a-timeline-of-oven-
inventions-380050/?no-ist
Section 3.3
Birchall, J. (2009, March 17). Wal-Mart unveils plans for own-
label revamp. Financial Times, 15.
Bird, A. (2002). Retail industry. Encyclopedia of Japanese
Business and Management (pp. 399–400).
London: Routledge.
Gaumer, C. J., & Leif, W. C. (2005). Social facilitation: Affect
and application in consumer buying situations.
Journal of Food Products Marketing, 11(1), 75–82.
Hornik, J., & Miniero, G. (2009). Synchrony effects on
customers' responses and behaviors. International
Journal of Research in Marketing, 26(1), 34–40.
Matilla, A.S., & Wirtz, J. (2008). The role of store
environmental stimulation and social factors on impulse
purchasing. Journal of Services Marketing, 22(7), 562–67.
75. Moore, P. (2008, February). Smells sell. NZ Business, 26–27.
Rosenbloom, S. (2009, March 18). Where have all the shoppers
gone? Fort Worth Star-Telegram (New
York Times News Service), 5E.
Ward, A. (2009, March 7). Products of our time. Fort Worth
Star-Telegram, 1E.
Section 3.4
Barak, B., & Gould, S. (1985). Alternative age measures: A
research agenda. In (Eds.) E. C. Hirschman & M.
B. Holbrook, Advances in Consumer Research, Vol. 12, 53–58.
Provo, UT: Association for Consumer
Research.
Berner, R. (2006, May 1). Detergent can be so much more.
BusinessWeek, 66–68.
Hill, J., & Harmon, S. K. (2007). Male gender role beliefs,
coupon use and bargain hunting. Academy of
Marketing Studies Journal 11(2), 107–121.
Rowley, I. (2008). Nissan, Toyota focus on graying drivers.
BusinessWeek. Retrieved February 2, 2015,
from
http://www.businessweek.com/globalbiz/content/may2008/gb20
08056_154197.htm
Schmitt, G. (2008). Hunters and gatherers. Dealernews, 44(8),
72. The article references the 2006
Behavioral Tracking Study by Miller Brewing Company.
76. Saffian, S. (2009, March). Dreamers: The making of Not Your
Daughter's Jeans. Reader's Digest, 53–55.
Ward, C. B., & Thuhang, T. (2007). Consumer gifting
behaviors: One for you, one for me? Services
Marketing Quarterly, 29(2), 1–17.
Section 3.5
Adalian, J. (2008, June 2). ABC hopes 'mole' isn't just a blip.
Television Week, 3.
Associated Press. (2007). McDonald's logo flashes on 'Iron
Chef.' Retrieved February 2, 2015, from
http://usatoday30.usatoday.com/life/television/news/2007-01-
26-mcdonalds-ironchef_x.htm
Chartrand, J. (n.d.). Why targeting selective perception captures
immediate attention. Retrieved October
14, 2009, from http://www.copyblogger.com/selective-
perception
Crossen, C. (2007, November 5). For a time in the '50s, a
huckster fanned fears of ad 'hypnosis.' Wall
Street Journal, eastern edition, B1.
Dahl, D. W., Frankenberger, K. D., & Manchanda, R. V. (2003).
Does it pay to shock? Reactions to shocking
and nonshocking advertising content among university students.
Journal of Advertising Research, 43(3),
268–280.
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October 14, 2009, from
http://www.allbusiness.com/glossaries/marketing/4941810-
1.html
77. Jares, A. (2010, March 7). New programs are taking worries
from home buying. Fort Worth Star-Telegram,
1C–2C.
Lasn, K. (1999). Culture jam: The uncooling of America. New
York: William Morrow & Company.
Mantone, J. (2009, March 16). Banking on TARP sigma. SNLi.
Retrieved October 14, 2009, from
http://www.snl.com/Interactivex/article.aspx?CdId=A-9218440-
12642
Ries, L. (2009) In the boardroom: Why left-brained management
and right-brain marketing don't see eye-
to-eye. New York: HarperCollins.
Section 3.6
Agence France-Presse (AFP). (2010, January 11). China
overtakes US as world's largest car market. France
24. Retrieved February 2, 2015, from
http://www.france24.com/en/20100111-china-overtakes-us-
worlds-
largest-car-market/
Birchall, J. (2009, March 13). Wal-Mart looks to Hispanic
market in expansion drive. Financial Times, 18.
Campbell, A. (2004, June 28). Marketing to opinion leaders.
Small Business Trends. Retrieved October 13,
2009, from http://smallbiztrends.com/2004/06/marketing-to-
opinion-leaders.html
MediaMark Research. (2004). Teen market profile. Retrieved
December 4, 2009, from
http://www.magazine.org/content/files/teenprofile04.pdf
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October 14, 2009, from
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b=Search+WordNet&o2=&o0=1&o7=&
o5=&o1 =1&o6=&o4=&o3=&h=
Waddell, R. (2009, June 27). Miley strikes back. Billboard, 7–8.
Watrous, L. (2009, March 16). Illegals: The new n-word in
America. Fort Worth Star-Telegram, 9B.
Wikipedia. (n.d.). Johnnie Walker. Retrieved October 14, 2009,
from http://en.wikipedia.org/wiki/Johnnie_Walker
Week 3Consumer Behavior: How People Make Buying
Decisions3.1 Model of Consumer BehaviorThis week, we will
take a closer look at the second and third boxes of the model of
consumer behavior, or the factors that are unique to each
consumer, and how those combine with the unique decision
process of an individual consumer to result in a con...Marketers
work to ensure that the consumer response, at least with the
group of consumers who they believe are most likely to
exchange value with the company, is a purchase decision. If not
a purchase decision, the second-best outcome is for the
consu...The important point is that marketers can influence their
stimuli, but the rest of the inputs to the decision are not
necessarily under the marketer's control. The goal is to know
about the consumers' behaviors such that marketing can try to
provide c...3.1 KEY TAKEAWAY3.2 The Consumer's Decision-
Making ProcessStages in the Buying ProcessStage 1. Need
RecognitionStage 2. Search for InformationStage 3. Product
79. EvaluationStage 4. Product Choice and PurchaseStage 5.
Postpurchase Use and EvaluationStage 6. Disposal of the
ProductLow-Involvement vs. High-Involvement Buying
Decisions3.2 KEY TAKEAWAY3.3 Situational Factors That
Affect Buying BehaviorThe Consumer's Physical SituationThe
Consumer's Social SituationThe Consumer's Time SituationThe
Reason for the Consumer's PurchaseThe Consumer's Mood3.3
KEY TAKEAWAYThe Consumer's PersonalityThe Consumer's
Self-ConceptThe Consumer's GenderThe Consumer's Age and
Stage of LifeThe Consumer's Lifestyle3.4 KEY TAKEAWAY3.5
Psychological Factors That Affect Buying
BehaviorMotivationThe Consumer's
PerceptionLearningConsumer's Attitude3.5 KEY
TAKEAWAY3.6 Societal Factors That Affect Buying
BehaviorThe Consumer's CultureThe Consumer's
Multiculture(s)The Consumer's Social ClassReference Groups
and Opinion LeadersThe Consumer's Family3.6 KEY
TAKEAWAYWeek 4 Preview
3.1 Model of Consumer Behavior
Please follow the directions from Learning Activity 3.1. If you
have not been able to dine at an upscale restaurant on account
of being a poor college student, choose something mid-scale or
interview someone who recently went to an upscale restaurant
and write about their experience as it relates to the marketing
concept. The idea is to explore the concept.
Learning Activity 3.1
Let's take the Model of Consumer Behavior for a spin. Consider
the last time you purchased a nice dinner at an upscale
restaurant. What was your choice of restaurant? Go through all
the variables outlined in the first two columns of the model,
environmental factors, and consumer factors, and identify the
factors that influenced your decision. Note how they resulted in
your purchase decision. (Hint: You might have to read ahead for
more thorough explanations of each factor.)
80. Required: Post your thoughts on this topic in the Week 3
Discussion Forum under the thread Topic 1: Model of Consumer
Behavior. Be sure to check out some classmates' posts and see
how different (or the same) some of your classmates are
influenced by the same factors (or not).
3.2 Role Involvement
Follow the instructions for Learning Activity 3.2. Please note
that this is a continuation of your experience from 3.1.
Learning Activity 3.2
As illustrated in Figure 3.2 in the main text, there are six steps
in a consumer decision-making process. It looks like quite a bit
of work considering the number of purchase decisions we make
in the course of a week. So consumers have developed a
shorthand for making purchases, which we have categorized
into types of consumer buying decisions based on the level of
involvement. The course readings explain the role of
involvement in decision making, and refer to those readings to
get a better understanding of routine, complex, and limited
problem solving.
Consider the restaurant purchase you made in Topic 1. What
was your decision-making behavior? Was it a routine, complex,
or limited problem-solving situation? Identify which behavior
and explain how the level of involvement played into your
decision.
Required: Post your response to the Discussion Forum for Week
3 under Topic 2, Role of Involvement. Check out your
classmates' posts and see if you can explain how different
people use different behaviors for essentially the same decision.
Now think about how happy you were with the restaurant
experience. Did it meet your expectations, making you a
satisfied customer? Or did it exceed your exception, making you
a delighted customer? Or did it not meet your expectations,
making you a dissatisfied customer? Did you experience
cognitive or post-purchase dissonance, that feeling in the pit of
your stomach that you wish you had made a different choice,
but now it's too late to do anything about it?
81. 3.5 Psychological Factors
Please follow the directions for the Learning Activity 3.5 about
Maslow's Hierarchy of Needs. You might feel that you are not
solidly in one, but mostly there. That's ok. Just explain your
thinking. And yes, we can move up and down that pyramid
depending on what is going on with our lives that changes our
thinking and emotions. You can be on top of the world, solidly
in esteem building, and suddenly get laid off which threatens
you so severe that you are now striving for safety.
The main point here is to explore the concept. customer needs
are at the heart of all marketing so we should understand how
needs form and this is one tool to assist with that understanding.
Learning Activity 3.5
Our friend Maslow and his hierarchy of needs is the model for
studying the psychological factors that affect decision making.
Review the model and take a shot at identifying at which stage
you are currently located (fortunately, our stage changes over
time). Essentially, your stage affects your consumer decision
making.
Based on the stage you are in, what types of purchases have you
been making that are consistent with this stage? For example,
have you switched to buying only organic food because you are
mostly concerned with fulfilling your social needs? Or, are you
still searching for the lowest-priced foods because you are still
filling your basic need for food? Or, do you find yourself
donating time or money to charities because you are trying to
reach self-actualization?
Required: Share your thoughts with us in Discussion Forum for
Week 3, Topic 3: Maslow's Hierarchy of Needs. Scroll through
other postings and comment as appropriate.
Recap of Week 3 Learning Activities
Consumer behavior is so important to marketing that UMUC has
an entire course devoted to it. If you are a marketing major, it is
a required course. For nonmarketing majors, the big takeaway
82. for this week is that marketers need to know as much as they
can how their customers think, and the primary way of finding
out is through marketing research.
Unfortunately, since a lot of consumer decision making is
irrational, there are no guarantees that no matter how precise
the marketing mix is designed to meet consumers' needs and
wants based on the way they make decisions, there are no
guarantees of sales success.