Marketing Psychology
There are 8 lessons in this course:
People as Consumers
Scope and nature of marketing
Reasons for marketing
Types of customers: loyal, discount, needs based, wandering, impulse
Economic, economic, personal, apethetic shoppers
Understanding reward options: rational, sensory, social, ego satisfaction
Influence on customers
Physical factors
Consumer problems
Attitudes
Beliefs
Affects
Behavioural intention
Market Segmentation
Geographic
Demographic
Age
Sex
Socio-economic
Geodemographic
Psychological segmentation
Segmentation by usage
Segmentation by benefit
Global segmentation
Entry into foreign markets
Total Product concept
Personal influences
Diffusion of new products
Internal Influences Perception & Personality
The senses: vision, hearing and smell.
Multi sensual marketing
Thresholds of awareness
Sensory adaptation
Attention
Selective perception
Perceptual distortion
Perceptual cues
Gestalt psychology
The Phi phenomenon
Subliminal perception
Product image and self image
Personality theory and application to marketing
The MMPI
The TATT
The Rorschach Ink Blot Test
Non Freudean and Freudean theories
Self theory
Self image marketing
Trait theory
Brand personality
Relationship segmentation
Internal Influences -Motivation and Awareness
Learning
Behavioural approach
Classical conditioning
Operant conditioning
Cognitive approach
Memory and marketing
Modelling
Motivation
Maslow's heirachy of needs
Different motivations
Inertia
Involvement
Antecendents of involvement
Properties of involvement
Outcomes of involvement
Specific needs
Unconscious motivation
Creating needs
Semiotics
Social Influences
Understanding society
Family influences
Family changes
Family lifecycle
Households
Socialisation
Institutional affects
Consumer socialisation
Family consumer decisions
Roles
Conflict resolution
Changing roles
Social and developmental influences
Influences on children
Marketing and advertising
Small groups, Formal and informal groups
Membership aqnd reference groups
Reference groups and consumer behaviour
Variability of products
Differences in consumer susceptibility
Influence of social class
Inheritance
Measuring class, class categories and changing class
Marketing and Consumer behaviour
Cultural influences, communication, ideals and actualities
Differences in culture: sub cultures, ethnicity, changes in culture
Consumerism
Why study the consumer
What is a consumere
History of consumerism
Changes in consumer experience
The supplier
Business ethics
International ethics
The market place
Consumer action
False and deceptive advertising
Methods of false advertising misrepresentation, insufficient details, price based methods etc.
Communication and Persuasion
Attitudes and the concept of attitude towaHow attitudes form
How attitudes are changed
Practical applications for marketing
Message evaluation and selection
Message execution
Celebrity testimonials
What words sell
Deciding to Buy
Making a decision
Rational decisions
Heuristic Procedures
The decision making process -steb by step
Merchandising
Trend toward home shopping
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Further Details
There are 8 lessons in this course:
People as Consumers
Scope and nature of marketing
Reasons for marketing
Types of customers: loyal, discount, needs based, wandering, impulse
Economic, economic, personal, apethetic shoppers
Understanding reward options: rational, sensory, social, ego satisfaction
Influence on customers
Physical factors
Consumer problems
Attitudes
Beliefs
Affects
Behavioural intention
Market Segmentation
Geographic
Demographic
Age
Sex
Socio-economic
Geodemographic
Psychological segmentation
Segmentation by usage
Segmentation by benefit
Global segmentation
Entry into foreign markets
Total Product concept
Personal influences
Diffusion of new products
Internal Influences Perception & Personality
The senses: vision, hearing and smell.
Multi sensual marketing
Thresholds of awareness
Sensory adaptation
Attention
Selective perception
Perceptual distortion
Perceptual cues
Gestalt psychology
The Phi phenomenon
Subliminal perception
Product image and self image
Personality theory and application to marketing
The MMPI
The TATT
The Rorschach Ink Blot Test
Non Freudean and Freudean theories
Self theory
Self image marketing
Trait theory
Brand personality
Relationship segmentation
Internal Influences -Motivation and Awareness
Learning
Behavioural approach
Classical conditioning
Operant conditioning
Cognitive approach
Memory and marketing
Modelling
Motivation
Maslow's heirachy of needs
Different motivations
Inertia
Involvement
Antecendents of involvement
Properties of involvement
Outcomes of involvement
Specific needs
Unconscious motivation
Creating needs
Semiotics
Social Influences
Understanding society
Family influences
Family changes
Family lifecycle
Households
Socialisation
Institutional affects
Consumer socialisation
Family consumer decisions
Roles
Conflict resolution
Changing roles
Social and developmental influences
Influences on children
Marketing and advertising
Small groups, Formal and informal groups
Membership aqnd reference groups
Reference groups and consumer behaviour
Variability of products
Differences in consumer susceptibility
Influence of social class
Inheritance
Measuring class, class categories and changing class
Marketing and Consumer behaviour
Cultural influences, communication, ideals and actualities
Differences in culture: sub cultures, ethnicity, changes in culture
Consumerism
Why study the consumer
What is a consumere
History of consumerism
Changes in consumer experience
The supplier
Business ethics
International ethics
The market place
Consumer action
False and deceptive advertising
Methods of false advertising misrepresentation, insufficient details, price based methods etc.
Communication and Persuasion
Attitudes and the concept of attitude towaHow attitudes form
How attitudes are changed
Practical applications for marketing
Message evaluation and selection
Message execution
Celebrity testimonials
What words sell
Deciding to Buy
Making a decision
Rational decisions
Heuristic Procedures
The decision making process -steb by step
Merchandising
Trend toward home shopping
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