the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires
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needs and desires we satisfy range from
hunger and thirst, love. status, spiritual fulfillment
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CB is an
ongoing process
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Stages in the Consumption Process
prepurchase, purchase, postpurchase
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prepurchase
-Identify need or want -Search possible solution -Build consideration set
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purchase
buying the product
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post purchase behavior
The stage of the buyer decision process in which consumers take further action after purchase, based on their satisfaction or dissatisfaction
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marketers have to understand the wants and needs of
different consumer segments in order to understand their needs
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80/20
20% of users account for 80% of sales
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heavy users
most faithful customers
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ethical business is
good business! consumers willing to pay more when you are eco friendly, and prefer companies with CSR
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big data
database marketing
specific consumers buying habits tailor peoples wants and needs hold value for marketers
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Marketing Influences
product, price, promotion, place
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consumer brand relationships
- Role Theory - Self-Concept Attachment - Nostalgic Attachment - Interdependence - Love
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role theory
identity
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self concept
identity
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nostalgic attatchment
the product serves as a link with a past self
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interdependence
daily routine relying on everyday
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love
strong bond with a product
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when there is ethical business
consumers willing to pay more for offerings supporting social/green causes
prefer companies practicing CSR activities
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Business Ethics
rules of conduct that guide actions in the marketplace; these are the standards against which most people in a culture judge what is right and what is wrong, good or bad
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marketspace
companies decide what they want their customers to know and do
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consumerspace
consumers act as partners with companies to decide what the marketplace will offer.
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marketing ethics
do marketers make artifical demand?
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needs (of marketing)
we provide information which recommendas ways to satisfy needs
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economic of information
advertising an important resource for consumer learning
\> reducing search time. \> recommend ways to satisfy the needs of consumers
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rights and satisfaction
consumer action
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1. voice response
speaking up
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2. private response
express to friends and boycott at store
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3. third party response
complain with the third party organizations take legal action
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need criticism
have a chance to correct an issue may avoid situations to get it public meaningful for future customer experience keep the current customers
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market regulation
The role of government in setting basic rules for market competition that businesses have to follow
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Consumerism
an idea that increasing the consumption of goods and services is always a desirable goal
\-- materialism \-- debt levels and mental health issues \-- culture jamming:
strategies to disrupt or subvert mainstream media cultures, including advertising.
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Corporate Social Responsibility
Marketing practices for both business and society A positive impact on stakeholders.
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Responses to CSR
Helps company improve its image and reputation Confront consumer skepticism
Is there a hidden intention to engage in CSR activities?
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ESG
Environmental, Social, Governance
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Transformative Consumer Research
studying social problems in the marketplace to help people or bring about social changes
consumer well being, discrimination, and injustice, sustainable consumption, social media for social changes, etc.
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social marketing
to change individuals behavior for social good.
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concerns for children
•Ability to comprehend commercial message
--Use of "stars" of children's films and animations --Vague phrases : "each sold separately," "assembly required," "batteries not included," etc.
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issues on CB
Identity theft
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identity theft
occurs when someone steals your personal information and uses it without permissions
phishing botnets ("robot network") "hackers"
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market access
limited access to the market disabilities: physical or mental illness
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solutions
touchscreen for people with speech disorder dating/apps websites
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Adaptive clothing
apparel products that are modified to accommodate wearers with physical disabilities
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market access
ability to find and purchase goods and services
disabled people largest minority market in the US
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media literacy
consumers ability to access, analyze, evaluate, and communicate information in various media forms
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functional illteracy
inadequate reading skills to perform everyday tasks
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sustainability
conscientious consumerism focus on personal health + global health concern
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triple bottom line orientation business model
financial \-- profits to stakeholders social\-- benefits to communities environmental \-- improve natural condition.
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addicitive consumption
physiological or psychological dependency on products/services
soda, sweets, alchohol, cigarette, social media, etc. cyberbullying phantom vibration syndrome
compulsive consumption \-- short gratification, guilt, waste.
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consumed consumers
people who are exploited for commerical gain prostitutes organ, blood, hair donors, (red market) babies for sale
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Illegal acquisition and product use
lying \-- about age, income, experience, possessions, etc.
consumer theft & fraud serial wardrobers \-- buy, use, and then return
couterfeit items
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moral licensing effect
effect when people initally behave in a moral way, and later they are more likely to display behavior that are immoral unethical or otherwise problematic,
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the exchange in consumer behavior
transaction in which two or more entities give and recieve something of value
ENTIRE CONSUMPTION PROCESS
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sensory marketing
marketing strategies that focus on the impact of sensations on our product experiences
can be competitive advantage especially when a brand creates a unique assosciation.
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purchaser vs product user
not the same person, gifting people purchasers are not always the user of a product.
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Buyer behavior
interaction between consumers and producers at the time of purchase
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marketing stategies for post purchase
how marketers anticipate how a consumer will disgard a product
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influences on CB
psychological, social/cultural, behaviorial
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psychological influences on CB
needs and wants motivations personality values
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social/cultural influences on CB
social norms family demographics reference groups culture