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Lerne jetzt mit Karteikarten und Zusammenfassungen für den Kurs consumer behavior - NTNU an der TU München.

Beispielhafte Karteikarten für consumer behavior - NTNU an der TU München auf StudySmarter:

What is meant by «Country of Origine»?

Beispielhafte Karteikarten für consumer behavior - NTNU an der TU München auf StudySmarter:

One of the Emotional Advertising Appeals in advertising is «Abrasive advertising». Explain.

Beispielhafte Karteikarten für consumer behavior - NTNU an der TU München auf StudySmarter:

Define the "Sleeper effect".

Beispielhafte Karteikarten für consumer behavior - NTNU an der TU München auf StudySmarter:

There are several factors that contribute to the interest of consumer behavior. Name at least three.

(Chap 1, 22)

Beispielhafte Karteikarten für consumer behavior - NTNU an der TU München auf StudySmarter:

When performing a marketing research program, it's important to know how important different variables are for the customer. You of course can ask a direct question, but that has some disadvantages. What disadvantages? Are there other methods to find out of the importance?

Beispielhafte Karteikarten für consumer behavior - NTNU an der TU München auf StudySmarter:

There are usually 7 elements in the communication process. List at least three. 

(Chap 10, 8)

Beispielhafte Karteikarten für consumer behavior - NTNU an der TU München auf StudySmarter:

The textbook is listing five steps in the consumer decision making. What five steps? (Chap 4, 7)

Beispielhafte Karteikarten für consumer behavior - NTNU an der TU München auf StudySmarter:

Some advertisers are using celebrities in their communication. List some advantages and disadvantages with that kind of advertising.

Beispielhafte Karteikarten für consumer behavior - NTNU an der TU München auf StudySmarter:

Mention some issues that are required for segmenting to work.

Beispielhafte Karteikarten für consumer behavior - NTNU an der TU München auf StudySmarter:

Many ideas bout consumers behavior is based on "The Rational Man". Explain.


→ = "Explain the concept of "the Rational Man" and how it's related to the consumer's decision making"


Beispielhafte Karteikarten für consumer behavior - NTNU an der TU München auf StudySmarter:

What are the Central route to persuasion and the Peripheral route to persuasion? Explain.


(DELETED ?!)

Beispielhafte Karteikarten für consumer behavior - NTNU an der TU München auf StudySmarter:

What is meant by «Adaptive Global Marketing»? 

(Chap 13-14, 21)

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Beispielhafte Karteikarten für consumer behavior - NTNU an der TU München auf StudySmarter:

consumer behavior - NTNU

What is meant by «Country of Origine»?

positive:

  • many consumer may take a products country of origin into consideration
  • country-of-origin commonly (examples):
    • France: wine, fashion, perfume 
    • Italy: pasta, designer clothes, furniture, shoes, sports cars
    • Japan: cameras, consumer electronics
    • Germany: cars, tools, machinery
    • Switzerland: chocolate

negative:

  • some consumers have animosity towards a country
  • examples:
    • people’s republic of China has some animosity towards Japan
    • Jewish consumers avoid German products
    • New Zealand & Australian consumers boycotting French products

consumer behavior - NTNU

One of the Emotional Advertising Appeals in advertising is «Abrasive advertising». Explain.

Emotional Advertisement Appeals:

  • fear
  • humor
  • abrasive advertising
  • sex in advertising
  • audience participation

Abrasive Advertising:

Advertising that is aggressive and people do not get anything out of it.

Google:

Annoying and unpleasant advertisements. 

  • can be very effective 
  • Research shows that the abrasiveness of a commercial that uses this type of appeal will wear out over time BUT the brand name will remain in consumers’ memories

consumer behavior - NTNU

Define the "Sleeper effect".

The idea that both positive and negative credibility effects tend to disappear after a period of time.

book definition:

„The tendency for persuasive communications to lose the impact of source credibility over time (i.e. the influence of a message from a high-credibility source tends to decrease over time; the influence of a message from a low-credibility source tends to increase over time).“

consumer behavior - NTNU

There are several factors that contribute to the interest of consumer behavior. Name at least three.

(Chap 1, 22)

  • how do individuals make decisions to spend their resources (time, money, effort)
  • when? where? why? how and how often (purchases and use)? 
  • how do individuals dispose if their once-new purchases 
    • store, sell, throw away, rent, lend?
  • factors that contributed to the growing interest in consumer behaviour
    • accelerated rate of new product development
    • consumer movement
    • public policy concerns
    • environmental concerns
    • the opening of national markets throughout the world


consumer behavior - NTNU

When performing a marketing research program, it's important to know how important different variables are for the customer. You of course can ask a direct question, but that has some disadvantages. What disadvantages? Are there other methods to find out of the importance?

a disguised questionnaire sometimes yields more truthful answers and avoids responses that respondents may think are expected or sought

  • open-ended questions (requiring answers in the respondent’s own words)
    • more insightful information
    • ⚠︎ more difficult to code and to analyse
  • closed-ended (the respondent merely ticks the appropriate answer from a list of options)
    • relatively simple to tabulate and analyse
    • ⚠︎ answers are limited to the alternative responses provided (i.e. to the existing insights of the questionnaire designer)

consumer behavior - NTNU

There are usually 7 elements in the communication process. List at least three. 

(Chap 10, 8)

Elements of the Communications Process:

  • the Message Initiator (the Source)
  • the Sender
  • the Receiver
  • the Medium
  • the Message
  • the Target Audience (the Receivers)
  • Feedback- the Receivers response

consumer behavior - NTNU

The textbook is listing five steps in the consumer decision making. What five steps? (Chap 4, 7)

consumer’s decision making process:

  1. need recognition (what do they need/ want?)
  2. pre-purchase search (awareness of various product choices, their information-gathering)
  3. evaluation of alternatives
  4. purchase behavior (trial purchase, repeat purchase, long-term commitment purchase)
  5. post-purchase evaluation
    1. performance matches expectation → neutral feeling
    2. performance exceeds expectations (positive disconfirmation of expectations) → satisfaction
    3. performance below expectations (negative disconfirmation of expectations) → dissatisfaction

1-3 are affected by internal influences: psychological field

  1. motivation

  2. perception

  3. learning

  4. personality

  5. attitudes

consumer decision making (book definition):

„The process of making purchase decisions based on cognitive and emotional influences such as impulse, family, friends, advertisers, role models, moods and situations that influence a purchase.“

consumer behavior - NTNU

Some advertisers are using celebrities in their communication. List some advantages and disadvantages with that kind of advertising.

Celebrities in Advertisements:

  • used very effectively by advertisers to communicate with their markets 
  • Celebrities can be a powerful force in creating interest or actions with regard to purchasing or using selected goods and services
  • identification based on 
    • admiration (of an athlete)
    • aspiration (of a celebrity or a way of life)
    • empathy (with a person or a situation)
    • recognition (of a person – real or stereotypical – or of a situation)
  • consumers think ‘If she uses it, it must be good. If I use it, I’ll be like her.’ 
  • consumer says to themselves ‘He has the same problems that I have. What worked for him will work for me.’
  • major types of reference group appeals in common marketing usage
    • celebrity
    • expert
    • common man
    • executive
    • employee
    • trade or ‘spokes-character’
  • (+) consumers are likely to perceive the product in a favorable light & indicate greater intention to buy
  • (+) celebrity athlete endorsers with positive influence on teens favorable word of mouth and increased brand loyalty
  • (-) if celebrities endorse large variety of products credibility decreases (obvious economic interest)

Celebrity Credibility (book):

The audience’s perception of the endorser’s expertise and trustworthiness.

consumer behavior - NTNU

Mention some issues that are required for segmenting to work.

criteria for effective targeting

  • identifyable
  • sizeable
  • stable
  • accessible
  • congruent with the company’s objectives & resources

implementing segmentation strategies

  • concentrated marketing: one segment
  • differentiated: several segments with individual marketing mixes
  • countersegmentation
  • micro- and behavioral targeting (personalized advertising messages, narrowcasting, use of many data sources)

consumer behavior - NTNU

Many ideas bout consumers behavior is based on "The Rational Man". Explain.


→ = "Explain the concept of "the Rational Man" and how it's related to the consumer's decision making"


„rational man“:

  • plans every decision he makes
  • based in economics: most decisions are rational as based on needs/requirements
  • no room for feelings/ desires
  • you buy because of the perceived usefulness, not because of a label

decision models: economic models

  • economic man / homo economicus
  • assumption of a rational consumer

other decision models : passive models, emotional models, cognitive models

consumer behavior - NTNU

What are the Central route to persuasion and the Peripheral route to persuasion? Explain.


(DELETED ?!)

central route to persuasion:

  • for high involvement purchases
  • requires cognitive processing

peripheral route to persuasion:

  • low involvement
  • consumer less motivated to think
  • learning through repetition, visual cues, and holistic perception

book definition:

„A promotional theory that proposes that highly involved consumers are best reached through advertisements that focus on the specific attributes of the product (the central route) while uninvolved consumers can be attracted through peripheral advertising cues such as the model or the setting (the peripheral route).“

  • illustrate the concepts of extensive and limited problem-solving for high- and low-involvement purchase situations
  • major premise: consumers are more likely to evaluate carefully the merits and weaknesses of a product when the purchase is of high relevance to them
  • high likelihood of very limited information search and evaluation for purchases with little relevance/ importance
  • high involvement purchases: central route to persuasion (requires considered thought and cognitive processing) likely to be the most effective marketing strategy
  • low-involvement purchases: peripheral route to persuasion likely to be more effective

    • learning more likely to occur through repetition, passive processing of visual cues and holistic perception

consumer behavior - NTNU

What is meant by «Adaptive Global Marketing»? 

(Chap 13-14, 21)

Strategy that adapts an advertising message to the specific values of particular cultures.

  • McDonald’s uses location:
    • USA: Ronald McDonald, Japan: Donald McDonald
    • Japanese menu includes corn soup and green tea milkshakes
  • Often best to combine global and local Marketing strategies!

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