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Discussion Slide
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Discussion Slide
Starbucks
Why are consumers willing to pay $2.00 for a cup of coffee? Who are Starbucks target markets? What is the marketing communication message Starbucks wants to convey? Why has Starbucks been successful?
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Information Search
Internal search Evoked set External search
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External Search
Factors Affecting Search: 1. Ability to search 2. Motivation
Level of involvement Need for cognition Shopping enthusiasm
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Attitude
An Attitude is a mental position taken toward a topic, person or event that influences the holders feelings, perceptions, learning processes and subsequent behaviors.
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Attitude 3 components
Affective feelings/emotions
Cognitive thinking/interpretations Conative intentions/actions
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Attitude Sequence
Cognitive Affective Conative Affective Conative Cognitive Conative Cognitive Affective
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What emotion does this Pamper Wipes advertisement solicit? Which attitude sequence would be the most likely for this product?
Some things can be rough. Her wipe shouldnt be one of them.
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Personal Values
Comfortable life Equality Excitement Freedom Fun, exciting life Happiness Inner peace Mature love Personal accomplishment
Pleasure Salvation Security Self-fulfillment Self-respect Sense of belonging Social acceptance Wisdom
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Information Processing
Elaboration Likelihood Model (ELM)
Central route cognitively process message Peripheral route other cues (e.g., music, background, colors, actors, etc.) influence
Route depends on
Motivation Ability
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What linkage is Miracle Whip attempting to create or reinforce with this TV advertisement?
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Evaluation of Alternatives
Evoked set method
Evoked set Inept set Inert set
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Discussion Slide
How important is it for each of the following brands to be a part of a consumers evoked set? Advil (pain medicine) Head & Shoulders (shampoo) Black & Decker (power tools) C & H (sugar) Smith & Kline (attorneys) Halls (cough drops) Blockbuster (video rentals) Dr. Nelson (neurosurgeon) Andersen Consulting Services Pearle Vision (optical)
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Purchase Decisions
May cause shifts from alternative chosen:
Temporary change in consumers situation. Desire for variety. Impulse purchase. Marketing communication material. Influence of friend or relative.
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Discussion Slide
How likely is each of the following marketing material to alter your purchase decision for food items?
An advertisement A coupon A sweepstake or contest offer A price-off offer An in-store display The food package A in-store sample A billboard
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Postpurchase Evaluation
Evaluation of product performance. Cognitive dissonance. Impacts future purchases. Impacts word-of-mouth communications.
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Discussion Slide
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Discussion Slide
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VALS Segments
Actualizers High Resources
Principle-oriented
Status-oriented Achievers
Action-oriented
Fulfilleds
Experiencers
Believers
Strivers
Makers
http://www.sric-bi.com/VALS/
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STOP
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