Task #1: Provide an example of one of your favorite
brand’s/
company’s marketing strategies that highlights one of the
influential factors listed in the “I. What Influences Consumer
Behavior?” section in Chapter 5 of our course textbook.
Task #2: Provide an example of one of your favorite
brand’s/
company’s marketing strategies that highlights one of the
processes listed in the “II. Key Psychological
Processes” section in Chapter 5 of our course textbook.
When writing about your favorite brand, make sure you
use Starbucks.
- Task 1 Provide An Example Of One Of Your Favorite Brand S Company S Marketing Strategies That Highlights One Of The In 1 (175.39 KiB) Viewed 35 times
The marketer's task is to understand what happens in the consumer's consciousness between the arrival of the outside marketing stimuli and the ultimate purchase decisions. o Motivation: а need becomes a motive when it is aroused to a sufficient level of intensity to drive us to act. • Freudian Theory: psychological forces motivating people's behavior are largely unconscious; Laddering lets us trace a person's motivations from the stated instrumental ones to the more terminal ones. a • Abraham Maslow: Human needs are arranged in a hierarchy from most to least pressing—from physiological needs to safety needs, social needs, esteem needs, and self- actualization needs. o Perception: the process by which we select, organize, and interpret information inputs to create a meaningful picture of the world. • Sensory Marketing: marketing that engages the consumers' senses and affects their perception, judgment and behavior. o Learning: Learning theory (e.g., classical and operant conditioning): can build demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement. o Emotions: An emotion-filled brand story has been shown to trigger people's desire to pass along things they hear about brands, through either word of mouth or online sharing. o Memory: The associative network memory model views long-term memory (LTM) as a set of nodes and links; Brand associations consist of all brand-related thoughts, feelings, images, etc., that are linked to the brand node. III The Consumer Buying Decision Process
I. What Influences Consumer Behavior? Consumer behavior is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. o Cultural Factors: Culture is the fundamental determinant of our wants/behavior-values such as achievement and success, activity, efficiency and practicality, individualism, and humanitarianism. . Subcultures include nationalities, religions, racial groups, and geographic regions. o Social Factors • Reference groups (family=most influential reference group), aspirational groups, dissociative groups, opinion leaders; roles and status. o Personal Factors • Age and Stage in the Life Cycle; Occupation and Economic Circumstances; Personality and Self-Concept: Brand personalities attract users that are high in the same traits; Lifestyle and Values (activities, interests, and opinions).