– Culture •Forms a person’s wants and behavior – Subculture •Groups with shared value systems – Social Class •Society’s divisions who share values, interests and behaviors
Provide concise explanations/descriptions of:
The Social Factors that are said to influence consumer behaviour.
Characteristics Affecting Consumer Behavior
Key Factors
• Personal • Psychological • Cultural • Social
– Groups •Membership •Reference –Aspirational •Opinion Leaders –Buzz marketing – Family •Many influencers – Roles and Status
Provide concise explanations/descriptions of:
Five key promotional tools
Publicity
Key Promotional Tools
Internet & Online Marketing Personal Selling
Direct Marketing
Advertising
Sales Promotion
The Communications Mix
Promotion Tools
• • • • • Advertising Sales Promotion Public Relations Direct Marketing Personal Selling • Reaches large, geographically dispersed audiences, often with high frequency • Low cost per exposure, though overall costs are high • Consumers perceive advertised goods as more legitimate • Dramatizes company/brand • Builds brand image; may stimulate short-term sales • Impersonal; one-way communication
The Communications Mix
Promotion Tools
• • • • • Advertising Sales Promotion Public Relations Direct Marketing Personal Selling • Makes use of a variety of formats: premiums, coupons, contests, etc. • Attracts attention, offers strong purchase incentives, dramatizes offers, boosts sagging sales • Stimulates quick response • Short lived • Not effective at building longterm brand preferences
The Communications Mix
Promotion Tools
• • • • • Advertising Sales Promotion Public Relations
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