OE104: Customer Behaviour
Tim Duivenvoorden
Hogeschool Inholland Haarlem
Marketing jaar 3
, Inhoudsopgave
Company Information and History...........................................................................................................1
Marketing Information.............................................................................................................................1
Information about the target group.........................................................................................................1
Sustainability, Neuromarketing & Experience Marketing (Week 2).............................................................1
Experience Marketing..............................................................................................................................1
Neuromarketing.......................................................................................................................................2
Types of Learning (Week 3)..........................................................................................................................2
Stages in the decision-making process....................................................................................................2
Learning...................................................................................................................................................3
Involvement.............................................................................................................................................4
Attitude Theory and Behavioural Change (Week 4).....................................................................................4
Changing behaviour.................................................................................................................................4
The tricomponent model (ABC-Model)....................................................................................................5
The uni-dimensionalist model.................................................................................................................5
How does O’Neill influence attitude and create behavioural change?....................................................6
Perceptual Processes (Week 5)....................................................................................................................7
Interpretation and organization: Gestalt Psychology...............................................................................7
Competitors of O’Neill.............................................................................................................................8
Minimalize perceived risk........................................................................................................................8
Maslow’s Need Pyramid..........................................................................................................................8
Reference and Culture group (Week 6)........................................................................................................8
O’Neill Unreasonable campaign (2016)...................................................................................................8
Word of mouth (WOM)..........................................................................................................................10
Values O’Neill is pursuing.......................................................................................................................10
Connection between reference groups and culture...............................................................................10
Introduction of O’Neill (Week 1)..................................................................................................................1
Company Information and History...........................................................................................................1
Marketingmix Information.......................................................................................................................1
Information about their positioning/proposition....................................................................................1
Information about the target group........................................................................................................1
Sustainability, Neuromarketing & Experience Marketing (Week 2).............................................................1
Tim Duivenvoorden
Hogeschool Inholland Haarlem
Marketing jaar 3
, Inhoudsopgave
Company Information and History...........................................................................................................1
Marketing Information.............................................................................................................................1
Information about the target group.........................................................................................................1
Sustainability, Neuromarketing & Experience Marketing (Week 2).............................................................1
Experience Marketing..............................................................................................................................1
Neuromarketing.......................................................................................................................................2
Types of Learning (Week 3)..........................................................................................................................2
Stages in the decision-making process....................................................................................................2
Learning...................................................................................................................................................3
Involvement.............................................................................................................................................4
Attitude Theory and Behavioural Change (Week 4).....................................................................................4
Changing behaviour.................................................................................................................................4
The tricomponent model (ABC-Model)....................................................................................................5
The uni-dimensionalist model.................................................................................................................5
How does O’Neill influence attitude and create behavioural change?....................................................6
Perceptual Processes (Week 5)....................................................................................................................7
Interpretation and organization: Gestalt Psychology...............................................................................7
Competitors of O’Neill.............................................................................................................................8
Minimalize perceived risk........................................................................................................................8
Maslow’s Need Pyramid..........................................................................................................................8
Reference and Culture group (Week 6)........................................................................................................8
O’Neill Unreasonable campaign (2016)...................................................................................................8
Word of mouth (WOM)..........................................................................................................................10
Values O’Neill is pursuing.......................................................................................................................10
Connection between reference groups and culture...............................................................................10
Introduction of O’Neill (Week 1)..................................................................................................................1
Company Information and History...........................................................................................................1
Marketingmix Information.......................................................................................................................1
Information about their positioning/proposition....................................................................................1
Information about the target group........................................................................................................1
Sustainability, Neuromarketing & Experience Marketing (Week 2).............................................................1
