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Consumer Behaviour Introduction to Module

Consumer Behaviour Introduction to Module. Peter Rumble Email: pjrumble@gmail.com Spring 2014. Working on Module: Presentations Tutorials/Workshops Supplementary reading Review sessions. Learning Outcomes. Identifying the Customer Investigating the Customer

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Consumer Behaviour Introduction to Module

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  1. Consumer Behaviour Introduction to Module

  2. Peter Rumble Email: pjrumble@gmail.com Spring 2014

  3. Working on Module: • Presentations • Tutorials/Workshops • Supplementary reading • Review sessions

  4. Learning Outcomes • Identifying the Customer • Investigating the Customer • Understanding Customer • Behaviour • Predicting and Influencing • Customer Behaviour

  5. What is Marketing? • Give some definitions in your own words

  6. Marketing is • Finding and keeping Customers • Selling goods/products/service that don’t come back to people who do • People = customers • Marketing is concerned with identifying, anticipating and satisfying customer needs at a PROFIT

  7. Key Concepts • Consumer • Customer • Goods • Products • Services

  8. The Consumer View of the Marketing Mix • The Four C’s vs the 4 P’s • Customer Benefit • Cost • Convenience • Communication

  9. The O’s of the Marketplace • OCCUPANTS :Who buys it? • OBJECTS of purchase: What do they need/buy? • OCCASIONS of purchase:  When do they buy it? • OUTLETS of purchase:  Where do they buy it? • OBJECTIVES of purchase: Why do they buy it? • OPERATIONS of purchase: How do they buy it? • ORGANISATION: Who is involved in the purchase?

  10. Consumer Behaviour Grand Modelling

  11. Major Influences on Customer Behaviours

  12. Basic Framework Motivation Perception Search Evaluation Choice Learning

  13. Workshop 1 • In your group; • Select a product/service you all buy • 2. Describe why / how you go about • buying it • 3. Use the basic framework to organise • your answer

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