...Consumer Psychology and Marketing Communications Article Analysis PSY/322 November 19, 2012 Consumer Psychology and Marketing Communications Article Analysis This paper will define what is consumer psychology is and show its relationship with marketing communications. An overview will be discussed about the psychological concepts of consumer psychology and its importance of developing an effective marketing communication message. It is crucial for effective marketers to know how to use their knowledge of consumer psychology for the development of effective marketing promotions of its products and services. Perner (2010), consumer psychology is “the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society” (para. 2). Recognizing the importance of consumer behavior is vital for the development of any successful marketing message for the public. For example, marketers understand that is best to show a television advertisement of snack products during the period in which the viewer is more prone to be hungry such as late afternoon (Perner, 2010), There are various ways in which data and information about consumers are attained. Marketers and businesses often utilizes mail questionnaires, phone surveys, online surveys, focus groups, scanner data, and personal interviews to learn more about consumers...
Words: 758 - Pages: 4
...Marketing Principles and Analysis MKT 305 Winter Quarter 2014-2015 Instructor: Bill Froese Office Location: See Blackboard Office Hours: See Blackboard Phone: 224-616-4789 Email: wfroese@robertmorris.edu Course: MKT 305 Quarter Hours: 4 COURSE DESCRIPTION: This course will introduce students to key marketing principles including the marketing concept, management of the marketing mix (product, price, place and promotion), analysis of the external environment, ethical issues in marketing, segmentation, targeting and positioning. This course examines how organizations discover needs or wants that they can serve in the market place. Upon completion of the course, students should understand and appreciate the significant role that marketing plays in our fast-changing global marketplace. LENGTH OF COURSE: 10 weeks TEXTBOOK: Boone, Louis E. and Kurtz, David L. Contemporary Marketing, 15th Edition 2013. Mason, Ohio. Southwestern/Cengage, 2013. ISBN: 978-1-111-57971-5 NOTE: Make sure you get the 15th Edition and not the 16th! There is also a bundled package including the Text with Blackboard MindLink for CourseMate and e-text access printed access code card. ISBN: 978-1-305-59157-8 Finally, you can get the Blackboard MindLink for CourseMate and e-text access printed access code card. ISBN: 9781285369488 Special Note Regarding CourseMate: CourseMate supplemental resources are bundled with the purchase of a new textbook. CourseMate can become...
Words: 3876 - Pages: 16
...Iowa State University Digital Repository @ Iowa State University Graduate Theses and Dissertations Graduate College 2014 A review of studies on luxury hotels over the past two decades Yin Chu Iowa State University Follow this and additional works at: http://lib.dr.iastate.edu/etd Part of the Advertising and Promotion Management Commons, Business Administration, Management, and Operations Commons, Home Economics Commons, Management Sciences and Quantitative Methods Commons, and the Marketing Commons Recommended Citation Chu, Yin, "A review of studies on luxury hotels over the past two decades" (2014). Graduate Theses and Dissertations. Paper 13913. This Thesis is brought to you for free and open access by the Graduate College at Digital Repository @ Iowa State University. It has been accepted for inclusion in Graduate Theses and Dissertations by an authorized administrator of Digital Repository @ Iowa State University. For more information, please contact hinefuku@iastate.edu. A review of studies on luxury hotels over the past two decades by Yin Chu A thesis submitted to the graduate faculty in partial fulfillment of the requirements for the degree of MASTER OF SCIENCE Major: Hospitality Management Program of Study Committee: Liang (Rebecca) Tang, Major Professor Tianshu Zheng Fatma Baytar Iowa State University Ames, Iowa 2014 Copyright © Yin Chu, 2014. All rights reserved. ii TABLE OF CONTENTS Page LIST OF TABLES ....
Words: 22164 - Pages: 89
...Business and Management Referred/Deferred Coursework Critique: The Effects of Social Media Marketing on Online Consumer Behaviour Table of Contents Summary 2 Main Critique 2 Research Approaches 5 Conclusion 7 Reference 8 Summary The paper is providing a critical review of “The Effects of Social Media Marketing on Online Consumer Behaviour” by Simona Vinerean, Iuliana Cetina, Luigi Dumitrescu,and Mihai Tichindelean. The article is reviewing the communication of brand with consumers (Vinerean, Cetina, Dumitrescu, & Tichindelean, 2013). Internet and social media is proved to be the most effective platform for consumers and businesses to socialize or communicate. Organizations can access a wide array of consumers throughout the globe, as social media is a platform to publicize the personal evaluation of consumers. The article is focusing on 236 social media users to examine different measures reflecting positive influence of networking websites on the consumers’ perception about advertising through this platform (Vinerean, Cetina, Dumitrescu, & Tichindelean, 2013). It is found in the paper that the social media marketing provides the evidence of virtual presence of online consumers for organization reflecting the positive outlook on sales and reputation. The aim of this research is to empirically investigate, determine the communication with social media marketing, and have a positive outlook regarding advertising on social networking websites (Vinerean...
Words: 1880 - Pages: 8
...bur7/21/13 Cadbury | SWOT Analysis | BrandGuide | MBA Skool-Study.Learn.Share. Create Account | Login O r C onne ct with Home Articles Docs Concepts BrandGuide Colleges Forum Careers FunCorner Quizzes Search MBASkool.. Go Latest Events & Contests: You are here: Home INVITING ARTICLE FOR HR MESH AUGUST '13 EDITION-Symbiosis Centre For Management BrandGuide Food & Beverages Cadbury CADBURY < Bu s c h Beer .. 0 Tw eet C adbu r y ' s 5 Star .. > 1 Cadbury Parent Company Category Sector Kraft Foods Food Products & Confectionery Follow Us Quizzes! Food and Beverages Kuch meetha ho jaye; A whole world of chocolately fun; Your Tagline/ Slogan happiness loves Cadbury; Milky Creamy Yummy Have you tried MBASkool Quizzes ? Take a Quiz Now! Fin Wizards. Mktng Gurus. HR Heroes. Ops Champions Trending Topics on Site One of the biggest and most trusted confectionery and foods USP brand STP Segment People who buy chocolates for eating or gifting Children and families belonging to lower, middle and upper middle Target Group Positioning 201 Proton Cars | SWOT Analysis | BrandGuide Top 20 Companies of the World in 2012 Top 10 FMCG Companies in India 2013 Top 10 FMCG Companies in India 2012 Top 10 Information Technology (IT) Companies in India 2013 FacConnect-IIM Ahmedabad | Events and Competitions class As a sweet for happy occasions or auspicious beginning Product Portfolio 1.Cadburys Temptations 2.Cadburys Oreo...
Words: 892 - Pages: 4
...KINGSTON UNIVERSITY GLOBAL MARKETING MANAGEMENT BM7017 MODULE HANDBOOK September 2014 COURSE TEAM The Module Leader is: Patricia Harris Room402 harris@kingston.ac.uk My office hours will be posted on StudySpace at the start of the module. These are times when you can drop in without an appointment. For appointments outside these times, please e-mail me in advance. Note: You should only use your university e-mail account to contact me. I will not reply to e-mails sent from private accounts. MODULE SUMMARY Global Marketing Management is the discipline of planning, organising and managing marketing resources on a global basis, to achieve an organisation’s specific marketing objectives. Marketing is regarded as a key area of management in both the private and not for profit sectors. This module examines how theories and methodologies of marketing management can be applied to ensure long-term success for organisations. AIMS The aims of the module are to: • to appreciate the importance of marketing as a management discipline in ensuring the long-term success of organisations across the ‘not-for-profit’, public sector and private sector business arenas and across the globe • to develop an understanding of marketing management in the broadest sense, of how marketing management approaches may have to be modified when seeking access to international markets and to be able to adopt a robust and objective approach to management decision making in both a domestic and in a...
Words: 2175 - Pages: 9
...Studies ISSN 1470-6423 Beyond the fad: a critical review of consumer fashion involvement ijcs_1041 84..104 Iman Naderi Department of Marketing and Logistics, College of Business, University of North Texas, Denton, Texas, USA Keywords Consumer involvement, content analysis, fashion, literature review. Correspondence Iman Naderi, Department of Marketing and Logistics, College of Business, University of North Texas, 1155 Union Circle 311396, Denton, Texas 76203-5017, USA. E-mail: iman.naderi@unt.edu doi: 10.1111/j.1470-6431.2011.01041.x Abstract Fashion involvement has been regarded as an important research topic in consumer research. Despite the importance of this topic, no attempt has been made in the past to review, assess and consolidate extant research on fashion involvement. This study presents a comprehensive and critical review and analysis of the recent studies on involvement in the context of fashion clothing to indicate the current state and identify possible gaps. A content analysis of the current peer-reviewed journal articles published on this research topic reveals a paucity of research on a number of antecedents and consequences of involvement. Further, the findings show that the research method is biased towards the survey method as opposed to experimentation. In this paper, the results of the content analysis outlining methodologies, sample characteristics, variables and major findings are provided and analysed, followed by directions for future research...
Words: 12660 - Pages: 51
...develop a global mindset in five central areas: General perspective Organizational life Work style View of change Learning. Respond to at least two of your classmates’ postings. BUS 606 Week 1 DQ 2 Globalization Globalization. Discuss advantages and disadvantages of globalization. How has globalization affected cultures and cultural identities? Respond to at least two of your classmates’ postings. BUS 606 Week 1 Globalization and Cultures Globalization and Cultures. In a 3-5 page, APA style paper, complete an article review. Your article should come from one of the Ashford online library resources. Your article should cover one or more of the following topics that were introduced in your readings: the impact of globalization cultural differences leadership challenges in a global market the importance of cultural competence Support your analysis with what you have learned from the course text, in addition to peer-reviewed articles. BUS 606 Week 2 DQ 1 Cultural Orientation Model Cultural Orientation Model. Define cultural orientation model and describe how you would apply cultural orientation model in your daily life and in your workplace. Respond to at...
Words: 1409 - Pages: 6
...Analysis 1 Adalgis Hirwa Texas A&M University - Central Texas Analysis 1: Chapter 2 and 5, Harvard Business Review Article Instructor: Dr. Salazar Course: MKTK 301-110 Analysis 1 Chapter two and five of the textbook and the Harvard Business Review article overlap in several areas. They both discuss development of successful marketing strategies using data to learn about their market targets and the important role marketing plays in overall business plan. One major difference discussed in the article and not found in the textbook that I felt was important was the concept of total experience for the customer. The major challenge currently being faced by marketers is that the organization of the marketing function is stuck in the past. According to the Harvard Business Review article, there must be some strategies, structures, and capabilities that need to be taken by marketers in order to excel. For example, the researches done by Marketing 2020 showed that more than 10,000 marketing executives globally perform differently due to high performance. For instance, High performers excelled in their ability to leverage customer insight, communicate a social purpose, and deliver a rich customer experience. The winning characteristics associated with high performing organizations are the big data, deep insights, purposeful positioning, and total experience. -The five drivers of organizational effectiveness are connection, inspiration, focus, organization for agility...
Words: 317 - Pages: 2
...INTRODUCTION: Marketing is essential factor in the whole processing of the firm. The term ‘Marketing’ can be simple defined, as “meeting needs profitably”. (kotler, et al ,p5,2006). Marketing mix is the most important aspect of the concept ‘Marketing’, which is a set of controllable tools that is used by the company in order to get expected response from the targeted market. (Khan, p 95, 2014) The marketing mix includes the main elements of marketing that is 4Ps, Price, Product, Place and Promotion. In the article by E. Constantinides (2006) ‘The Marketing Mix Revisited Towards the 21st Century Marketing’… tries to present the current standing of the main elements that is 4Ps of marketing. The purpose of presenting this article is to write a critical review. This will involve critically evaluating the journal article and highlighting the main objectives and limitations...
Words: 2079 - Pages: 9
...Thursdays 2-4:50 pm Spring 2011 Professor William R. Dillon 210A Fincher 214/768-3163 Email: bdillon@mail.cox.smu.edu Office Hours: Thursday 1-2 pm and by appointment Course Description Determining what is valued and the importance of product features and service offerings is perhaps the most important issue that marketing managers face. Recently, conjoint and choice models have become popular techniques to help marketing managers understand what customers value. The objective of this course is to expose the student to a variety of preference models used by brand managers and marketing analysts and to give students hands-on experience in using conjoint and choice modeling techniques. This course examines these marketing decisions using a combination of lectures, cases, and exercises. Learning Objectives: 1) Develop an understanding of consumer decision making frameworks and protocols. 2) Learn how to design and analyze choice/conjoint experiments so as to quantify the importance consumers place on specific attributes/ benefits. Course Material Readings, Lecture notes, Case Exercises and Situation Analysis directions are available on Blackboard at https://courses.smu.edu/webapps/login/ . Evaluation Exam 40% Quizzes 35% Simulation Exercise 25% 100% Please consult the Simulation Exercise document for details. IMPORTANT! The simulation exercise is a group (two-three person assignment) and is...
Words: 1318 - Pages: 6
...Identification of the marketing academic’s work 1. Introduction Philip Kotler has come to be known as one of the pioneers who has contributed to the field of marketing by broadening the subject as a profession which is now taught in schools and as part of a key area which needs to be incorporated in the business as part of the business plan. Born in Chicago on the 27th of May in 1931 to Russian Immigrants. He grew up with his three brothers in Chicago, where his parents ran a retail business. At an early Dr Kotler was seen to be someone who enjoyed reading. Dr Kotler is married to Nancy with three children. [pic] [pic] 2. Professional Background Kotler earned his Masters degree in economics from University of Chicago and his PhD at M.I.T both in economics. He also did his postdoctoral work in mathematics at the Harvard University and behavioural science at the University of Chicago. In 1962 he joined the Northwestern University which was later named as Kellogg School of Management. He has since been known as the distinguished S.C. Johnson & Son Distinguished of International Marketing at the Kellogg School of Management at Northwestern University. In business he has consultated and researched for IBM, American Bank, General Electrical and Honeywell. 3. Author: As an author he authored and co-authored 47 books by 2007. Amongst those books is the famous Marketing Management book which was released in 1967 which has since been recognised as the marketing bible, which...
Words: 2174 - Pages: 9
...Hypothesis Identification Article Analysis Hypothesis Identification Article Analysis Augmented Reality Experimental Marketing is the basis for this Hypothesis Identification Article Analysis. The hypothesis of the study was to determine if the Augmented Reality Experimental Marketing (AREM) is a sustainable marketing tool (Bulearca and Tamarjan,2010). This tool will allow more access and marketing opportunities online. The main focus was to determine if this tool is marketable and beneficial for companies or their brands. To conduct the testing focus groups were used. This method was chosen because it offers great discussions like everyday conversations with no restraints. A pilot study will be implemented to amend any questions prior to the focus group study. The technique of peer checking was instituted to find blind spots and ensure the validiality of the questions. Member checking was used to verify the accuracy of the study and enables the researcher to get valuable feedback from the focus group. A good description of participants was provided to ensure the case study focus groups were viable and can be used for further research. The use of Augmented Reality as a form of experiential marketing during the past two years has been raising numerous controversies regarding its long-term benefits, extending from AR being only a promotional tool, to AR effectively contributing to a positive customer-brand relationship and to customer satisfaction through the creation...
Words: 430 - Pages: 2
...Table of Contents 1. INTRODUCTION 3 2. E-MARKETING, E-BUSINESS AND E-COMMERCE 4 3. E-MARKETING STRATEGY AND PLANNING 5 3.1 Situation Analysis 6 3.2 Demand Analysis 6 3.3 Competitor Analysis 6 4. CONTRIBUTION OF ELECTRONIC MARKETING 7 5. CHALLENGES OF E-MARKETING 8 5.1 Managing feedback 8 5.2 Security of site information and payment systems 9 5.3 Low customer confidence in payment security 9 5.4 Problems of network/channel conflict 9 5.5 Challenge of delivering to the higher reliability expectations 9 5.6 Problems of ensuring maximum access via ISPs and search engines 9 5.7 Challenge of additional legal complexity 10 6. CHALLENGES OF E-BRANDING 10 7. TYPES OF E-MARKETING 10 7.1 Search Engine Optimization (SEO) 11 7.2 E-mail Marketing 13 7.3 Search Engine Marketing 16 8. ADVANTAGES AND DISADVANTAGES OF E-MARKETING 18 8.1 Advantages 18 8.2 Disadvantages 19 9. CONCLUSION 19 10. REFERENCES 20 1. INTRODUCTION This paper is being written for our course in Electronic business. The basic fundamentals of business and e-business are same with the only difference being that one follows principles in real while for e-business we use internet, technology to meet our business ends. Our topic of electronic marketing (e-marketing) is important in the sense that it helps us in understand the basic working of marketing and how with the help and means of technology we increase are scope of market possibilities. The main aim and purpose of this...
Words: 5055 - Pages: 21
...Schindler; page 77), with this being stated in the reading passage. There are particular areas in which really must be focus during the stages of the research process these stages are: Clarifying the research question, Proposing research, designing the research project, collecting data and preparation, Data analysis and interpretation, Reporting the results. All of these must be involve during the research process, with out these there can’ be a exact or in other words accurate results for the research that is being done, otherwise the results of the research can be misleading to false result. I have chosen three particular articles with specific topics, “ Marketing and Business Research”, “Business Research Methods”, and “ Marketing Research and Business Management”. Purpose of business research 1st Article, “ Marketing and Business Research (pre-1986); Jan 1964; 28; by Field, Mervin. This article was mainly based on reviews for the book he had launched, “ Marketing and Business research”. 2nd Article, “ Business Research Methods”, by Tootelian, Dennis H. (pre-1986) 1976. The main purpose of this article is mainly based on this book review. 3rd Article, “Marketing Research and Business...
Words: 781 - Pages: 4
