The blog for the Fundamentals of Marketing & Advertising course

Another look at Strengths and Weaknesses

Posted in Assignment materials, Consumer behavior, SWOT by Jennifer McDowell on January 31, 2010

Every marketing decision is tied back to the information in the SWOT.

The SWOT is probably the most important part of the entire Marketing Plan.

So, let’s take another look at how to identify relevant Strengths and Weaknesses. (Hint: consumer behavior!)

Bob solves a problem by making a purchase

Posted in Consumer behavior, General resources & presentations by Jennifer McDowell on January 31, 2010

Mind Mapping

Posted in Consumer behavior, General resources & presentations by Jennifer McDowell on January 31, 2010

We’re getting into more complicated concepts in this course. It’s a good time to review a useful technique for organizing and understanding large amounts of new information.

Tony Buzan explains the mind map in this video.

Let’s apply this technique to our study of the psychological and social influences on consumer behavior –

PRIZM (Claritas) resource

Posted in Consumer behavior, General resources & presentations by Jennifer McDowell on January 26, 2010

This link takes you to an online resource that shows you consumer demographics, lifestyle factors and brand preference, by zip code.

Consumer Behavior presentation for Jan. 20

Posted in Consumer behavior, General resources & presentations by Jennifer McDowell on January 16, 2010

Our text defines consumer behavior as “the actions a person takes in purchasing and using products and services.” (p.98) Marketers take an interest in what, why, and how consumers are buying.

Click through here to an interactive display of global consumer purchasing trends. Source: http://www.nytimes.com

Consumer behavior is influenced by many factors, including external circumstances like the economy. Click through here to an nytimes.com article that describes how the recession is changing consumer behavior.

Purchases are motivated by the consumer’s perception of something she needs or wants. Marketers use Maslow’s Hierarchy of Needs to categories these motivations.

The presentation file is attached here: marketing fundamentals jan 20.