Marketing for Pre-master College 1 Inleiding
A. Introduction
Boek: Hoofdstuk 1
Hoorcollege 1: Introductie
Hoorcollege 2: Onderzoek
B. Consumers as individuals
Boek: Hoofdstukken 2 t/m 6
Hoorcollege 3: Motivation, Opportunity and Ability
Hoorcollege 4: Exposure and Attention
Hoorcollege 5: Attention and Perception
Hoorcollege 6: Knowledge and Understanding
Hoorcollege 7: Cognitive Foundations of Attitudes
Hoorcollege 8: Forming and Changing Attitudes
Hoorcollege 9: Affective Foundations of Attitudes
C. Consumers as decision makers
Boek: Hoofdstukken 7 t/m 10
Hoorcollege 10: Problem Recognition and Information Search
Hoorcollege 11: Judgements
Hoorcollege 12: Decision Making
Hoorcollege 13: Post Purchase Processes
D. Consumers as group members
Boek: Hoofdstukken 11 t/m 14
1
, Marketing for Pre-master College 1 Inleiding
Consumer Behavior
Het gedrag van consumenten: waarom doen/voelen/denken mensen wat ze d/v/d?
Persoon (persoonlijkheid, intelligentie, etc.) & gelegenheid (druk, situatie)
Veel over ons koopgedrag, weinig over consumptie & afdankgedrag)
Conceptual Relationships
What firms get Financial Performance Market Share, Firm Profit
What customers do Behavioral Outcomes Loyalty, Brand Equity
What customers feel Affective States Satisfaction, Trust or Anger
What customers think Perceptual Measures Perceived Quality, Utility/Value
What firms do Marketing Program Marketing Mix
Consumer behaviour reflects the totality of consumers’ decisions with respect to the
acquisition, consumption, and disposition of goods, services, time, and ideas by
(human) decision making [over time].
Totaliteit van beslissingen samenhangend met de koop, consumptie, afdanking van
goederen en diensten, en de verandering over tijd.
involves more than buying: acquiring, using, disposing
involves more than products: services, activities, ideas
is a dynamics process: can involve many people and decisions
Consumer Decisions = to acquire, use, or dispose
Whether? What? Why? Why not? How? Ways? When? Where? How much? How
often? How long?
2
A. Introduction
Boek: Hoofdstuk 1
Hoorcollege 1: Introductie
Hoorcollege 2: Onderzoek
B. Consumers as individuals
Boek: Hoofdstukken 2 t/m 6
Hoorcollege 3: Motivation, Opportunity and Ability
Hoorcollege 4: Exposure and Attention
Hoorcollege 5: Attention and Perception
Hoorcollege 6: Knowledge and Understanding
Hoorcollege 7: Cognitive Foundations of Attitudes
Hoorcollege 8: Forming and Changing Attitudes
Hoorcollege 9: Affective Foundations of Attitudes
C. Consumers as decision makers
Boek: Hoofdstukken 7 t/m 10
Hoorcollege 10: Problem Recognition and Information Search
Hoorcollege 11: Judgements
Hoorcollege 12: Decision Making
Hoorcollege 13: Post Purchase Processes
D. Consumers as group members
Boek: Hoofdstukken 11 t/m 14
1
, Marketing for Pre-master College 1 Inleiding
Consumer Behavior
Het gedrag van consumenten: waarom doen/voelen/denken mensen wat ze d/v/d?
Persoon (persoonlijkheid, intelligentie, etc.) & gelegenheid (druk, situatie)
Veel over ons koopgedrag, weinig over consumptie & afdankgedrag)
Conceptual Relationships
What firms get Financial Performance Market Share, Firm Profit
What customers do Behavioral Outcomes Loyalty, Brand Equity
What customers feel Affective States Satisfaction, Trust or Anger
What customers think Perceptual Measures Perceived Quality, Utility/Value
What firms do Marketing Program Marketing Mix
Consumer behaviour reflects the totality of consumers’ decisions with respect to the
acquisition, consumption, and disposition of goods, services, time, and ideas by
(human) decision making [over time].
Totaliteit van beslissingen samenhangend met de koop, consumptie, afdanking van
goederen en diensten, en de verandering over tijd.
involves more than buying: acquiring, using, disposing
involves more than products: services, activities, ideas
is a dynamics process: can involve many people and decisions
Consumer Decisions = to acquire, use, or dispose
Whether? What? Why? Why not? How? Ways? When? Where? How much? How
often? How long?
2
