Pre-Master Marketing summary 2022-2023
For the studies Pre-Master Marketing
Analytics/Management
Professor Anika Study
1
,Blue is an example
+ …+ Is when research said something about
the concept
When a text block has a red edge it is
discussed in the knowledge clips and/or
lecture.
This summary is made in the chronological
order of the book. With the lectures
integrated into it. Throughout the summary it
is made clear what the order was of the
marketing lectures. Whenever something is
discussed but not explained it was made clear
by the Professor that this was not important.
2
,Marketing course:
3
, M
The totality of consumers’ decisions with respect to the acquisition, consumption, and
disposition of goods, services, time, and ideas by human decision-making units (over time).
Acquiring an Offering:
Acquisition: obtaining goods and services, buying , renting, leasing, trading, and sharing.(time as well as money)
+Interruption actually makes a pleasant experience seem more enjoyable when resumed+.
-Deadlines effect decision making. Results procrastination in redeeming coupons and gift cards with far-future
deadlines.
-Attitudes toward materialism, status, and self-concept play a role in acquisition behaviour.
Using an Offering:
-When consumers are likely to use a product, whether they find it effective, whether they control their
consumption of it, and how they react after using it.
Disposing of an Offering:
-How consumers get rid of an offering they have previously acquired.(biodegradable products)
Managing Money and Making Financial Decisions:
-Consumers generally know how to budget and plan for ordinary purchases, but they tend to underestimate
spending on out of-the-ordinary purchases and, in particular, spend more than anticipated on individual
purchases.(Salient gas prcies)
-When consumers feel powerful and in control of their resources, they will put more money in the bank in order
to maintain that state of power.
4
For the studies Pre-Master Marketing
Analytics/Management
Professor Anika Study
1
,Blue is an example
+ …+ Is when research said something about
the concept
When a text block has a red edge it is
discussed in the knowledge clips and/or
lecture.
This summary is made in the chronological
order of the book. With the lectures
integrated into it. Throughout the summary it
is made clear what the order was of the
marketing lectures. Whenever something is
discussed but not explained it was made clear
by the Professor that this was not important.
2
,Marketing course:
3
, M
The totality of consumers’ decisions with respect to the acquisition, consumption, and
disposition of goods, services, time, and ideas by human decision-making units (over time).
Acquiring an Offering:
Acquisition: obtaining goods and services, buying , renting, leasing, trading, and sharing.(time as well as money)
+Interruption actually makes a pleasant experience seem more enjoyable when resumed+.
-Deadlines effect decision making. Results procrastination in redeeming coupons and gift cards with far-future
deadlines.
-Attitudes toward materialism, status, and self-concept play a role in acquisition behaviour.
Using an Offering:
-When consumers are likely to use a product, whether they find it effective, whether they control their
consumption of it, and how they react after using it.
Disposing of an Offering:
-How consumers get rid of an offering they have previously acquired.(biodegradable products)
Managing Money and Making Financial Decisions:
-Consumers generally know how to budget and plan for ordinary purchases, but they tend to underestimate
spending on out of-the-ordinary purchases and, in particular, spend more than anticipated on individual
purchases.(Salient gas prcies)
-When consumers feel powerful and in control of their resources, they will put more money in the bank in order
to maintain that state of power.
4
