Welcome to Marketing Management

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Presentation transcript:

Welcome to Marketing Management Dr. Cecilia Ruvalcaba BUSI 107 Week 4, Day 2

Starbucks: Localization Receives Global Response http://www.lefigaro.fr/conso/2016/02/08/05007-20160208ARTFIG00265-starbucks-menace-de-boycott-apres-l-affaire-du-cafe-interdit-aux-femmes-a-riyad.php http://edition.cnn.com/2016/02/07/world/saudi-starbucks-women- ban-feat/ http://www.telegraph.co.uk/women/life/saudi-arabian-women-banned-from-starbucks-coffee-shop-after-gend/

Chapter 6: Consumer behavior

Enculturation, Acculturation, Assimilation First Culture Enculturation Acculturation Assimilation Second Culture First Culture Second Culture

What Guides Behavior? Reference Groups: Groups people refer to when evaluating their own qualities, circumstances, attitudes, values and behaviors. (frame of reference) Social Learning Theory "Learning would be exceedingly laborious, not to mention hazardous, if people had to rely solely on the effects of their own actions to inform them what to do. Fortunately, most human behavior is learned observationally through modeling: from observing others one forms an idea of how new behaviors are performed, and on later occasions this coded information serves as a guide for action.“ (Similar/Aspirational) Albert Bandura, Social Learning Theory, 1977 Reference Group Membership group

Other social influences SOCIAL CLASS -Indicates which medium to use for advertising -Helps determine the best distribution for products Wealth Other Variables Income Education Occupation

Situational & Psychological influences Situational Influences: Physical Features Social Features Time Task Features Current Conditions Psychological Influences: Product Knowledge Product Involvement Higher Involvement = Extensive Decision Making Med Involvement = Limited Decision Making Low Involvement = Routine Decision Making Impulse

Take Away for Today Consumer Behavior: Culture is key to understanding your customer Find your Influence: Opportunities lie in understanding the key variables

Chapter 6: Consumer Behavior cont… Friday 2/12/16: Next Class Chapter 6: Consumer Behavior cont… Friday 2/12/16: Submit Topic & Group Name Wednesday February 22. Library Database Session w/ Jack Schroeder Exam 1: Monday February 20th