1. PERCEPTION IS REALITY

2. Marketing 260 Buyer Behaviour
with Duane Weaver
Week 1 – Introduction

3. Today’s Outline Introductions Overview of Course Text
Overview of Course Outline
Overview of Cases and Teams
Introduction to Buyer Behaviour

4. Introductions - Instructor
Duane Weaver
B.Comm., M.D.Ed., IESNA
CEO 2Birds1Stone
Marketing, Business & Computer Applications Instructor
20+ years management experience (marketing)
Manufacturing, Wholesale and Retail experience
Positions: Board of Directors, CEO, General Manager, International Sales Manager, Business Development Manager, Regional Sales Manager, Product Manager, Market Manager, Service Manager, Parts Manager, Account Manager, Marketing/Business Consultant, Instructor
Enjoy sailing, soccer, badminton, golf and camping

5. Introductions - Students
Please use a sheet of paper and briefly answer the following:
Your first and last names?
Something of interest about yourself?
Why are you studying marketing?
In one short paragraph describe what the following statement means to you:
“ PERCEPTION IS REALITY”

6. Course Texts
CB Consumer Behavior. Babin, Harris, Murray, 2nd Canadian Ed., Neslon Education Ltd., 2017.
Learning With Cases 4th edition, Mauffette-Leenders, Rerskine, Leenders (2007). (NOTE: ON RESERVE in LIBRARY – not available for purchase in bookstore)
Case Studies: are available online at:

7. Course Outline
Case – based course. (Lecture and Seminar Case Presentation/Discussion)
Case A Process EXPECTATIONS:
Individuals read and/or watch case.
Individual prepares case tool preparation sheet SHORT CYCLE (5 minutes max)
Case team meets to discuss the case (in person or in a virtual meeting) – all members SHOULD be present irrespective of assigned duties as the discussion is paramount to the “collaborative learning” important to human behaviour, specifically buyer behaviour.
Teams prepare LONG CYCLE (division of labour appropriate). (1 hour each)
Seminar Discussion:
presenting team develops presentation and rough draft of paper and presents preferred alternative (final paper due 1 week after presentation)
All other teams – develop and ask at least two questions of presenting team - hand in the short and long cycle preparation tool as well as the two prepared questions on the reverse (one sheet per team).
Case B EXPECTATIONS:
Your team will write an Applied Theory Paper due the start of the class of the Case.

8. Overview of Cases and Teams
This course will take a case-study approach. Students will be asked to form study/case groups of 5-6 in the first week of class.
The groups are expected to work on the case assignments prior to each class as described above.
Each group will be tasked with the responsibility of preparing and presenting cases at the end of each class as determined by the instructor.
(See for team case presentation schedule)

9. GROUP CASE PRESENTATION/REPORTS
Group Case presentations are due the class of the Case Analysis. All team members are expected to participate in some form during the presentation.
You then have one more week to revise/edit your case report and submit it in a report format as per the guidelines given by your instructor.

10. GROUP CASE PRESENTATION/REPORTS
NOTE: ALL STUDENTS on the case team will receive the same grade. Your team members will be your team for the entire course.
In very rare/severe circumstances you may fire a team member if due diligence and process has been conducted to help the team dynamics and the individual in question and you have met with the professor well in advance of the case due date.
The above team member most likely would be required to prepare and present an alternate case on their own as one of the alternatives to be discussed with the professor.

11. Preparation for Next Class
Please have read CB, Babin, Harris, Murray:
Chp. 3 Perception Learning and Memory (primary focus of our seminar discussion)
Also read:
Chp. 1 CB and its Impact on Marketing (introduces CB)
Chp. 2 Value & the CB Framework (provides overview of CB Framework)

12. PERCEPTION IS REALITY