Chap 5 Flashcards
what are the relationship between marketing and IMC
- marketing is used by management to plan and execute the 4’p
- (IMC) is just one of many tools used in the promotional aspect of marketing.
Function needs + Psychological wants =`??
Utility
( is the products ability to satisfy both functional needs and symbolic wants.
IMC should communicate utility.)
The goal of marketing and Advertising?
Exchange
- Value thing for a value thing
- Any transaction with a person or organization.
- Each party satisfied with the exchange.
Perception
- worry that the exchange is not equal
- If they dont think it is worth the money they dont buy it.
Satifacation
- Leads to more exchange
What is the 3 type of participant?
- Customers
- Markets (groups of consumers
- Marketers
1 of the 3 types of participants is
Customers
Which are there
- Current customers
- Prospective customers
(About to make an exchange) - Centers of influences
(those whose idea and action gives respect)
1 of the 3 types of participants is
Markets
Which are there
Consumer markets
(buy for own use)
Business markets
- Reseller
- Industrial
Government markets
- Buy to state federal government activities
Traditional (or global market)
-any of the tree market in a foreign contry
1 of the 3 types of participants is
Marketers
Which are there
Every person or organization that has product/service/idea to sell
Must know their market
Before create message
What is consumer behavior?
it is the Mental and emotional processes- when purchase.
is the key to IMC Strategy.
- what make them behave the way they do.
What is the consumer decision process about?
Interpersonal influencers
- Family
- Society
- Culture
Non personal
- Time
- Place
- Environment
Personal Processes
- Perception
- Learning
- Motivation
Steps to the decision
- Problem recognition
- Information search
- Evaluation an selection
- Store choice and purchase
- Post purchase behavior
what is the consumer Perception process about
Perception - how you precept our self and the world around us
- How we see ourself - How people se up - Ideal self - not there yet but want to be that person.
Pyhcical
- Marketing can have control - 4'p - News articals - Ad - Stimuli - hungry. 11,40 taco bell ad. We drive to get one =stimuli
Physiological screen
- Sight - Hearing
Psychological screen
- Personality - are we born with - Attitude is learned. - come into calls meet nees now we have an attitude about him.
Cognition
Mental thinking
Mental files
Needs - I neded water - I need to be president.
what is persuasion?
Change in belief, attitude or behavioral intention is caused by promotion communication
Likelihoods modellen
what side is attitude and habit
attitude = the mental side habit = the behavioral side
how to get brand loyalty
- Break habits (lure them away form old brand) - Acquiring habits (teach consumer to repurchase their brand) - Reinforcing habits (remind current customers value)
What is the consumer motivation process
Motivation =the underlying forces that contribute to our actions
Needs = the basic and instinctive human force that motivate us to do something
Wants = needs that we learn during our lifetime.
What are the product of maslows Hierarchy of needs
- Self-actualization (true self) (Golf lessons) - Esteem (luxury car) - Social (pendant) - Safety ( tire) - Physiological (breakfast cereal)
