Nt1310 Unit 1 Assignment
Main Reading: Solomon, M.R. (2011) Consumer behaviour; buying, having and being, 9th edn. New Jersey: Pearson Education Inc
- Consumers as Individuals
- How and Why consumers are ‘defining their identities’
- The process of consumer behaviour/buying behaviour
- Talk about consumer wants/needs
Buyer = transaction-based description
Customer = I am doing to you
Consumer = ongoing process, consumption & consumer is part of process
KEY QUESTIONS
Task 1 – understand your current customers and market to them
Task 2 – identify your desired customers
Task 3 – understand your desired customers and market to them
Realistic choice of customers to match your service?
Service matching to your choice of customers?
Restrictions of your
current customers? i.e. age
Clashes between customer groups? i.e. old customers vs newer, younger demographic
Situational Analysis to Planning
- PESTLE
- SWOT
- And any others you can use/apply
Consumer Requirements, Needs and Expectations – THING CHANGE!
- Corporate social responsibility
- Sustainability
- Community
- Demographics i.e. roles of women, children & aging population
- Technology
DEFINE OUR CONSUMER
Psychographics: Lifestyle & Personality
PERCEPTION – how we view our emotion toward something i.e. past experiences affect SENSES
SENSES – how we feel toward something:
- vision: colour, styling (be careful about cultures react to some things)
- scent : odours stir emotions or create a calming feeling. They invoke memories or relieve stress.. (Solomon, 2011, P89). Early associations: Smell -> memory -> mood
- sound: mood -> action/inaction
- touch
- taste
STIMULI – learned patterns and expectations
SEMIOTICS – symbols to create meaning
HEDONIC CONSUMPTION – The pursuit of pleasure
SENSORY MARKETING – REFER TO WEEK 1 POWERPOINT
Prepare a report & presentation = both DUE 11th DECEMBER
Look at UDO for MODULE HANDBOOK
Heading to Cromford Mills on 11th October – 10am until 4pm
strategic decisions have also included the acquisition of petrol stations and
Plan A is a good example for how strategic planning can alter an organisation’s brand image altogether, whilst still proving to be a functional and attainable channel for corporate responsibility. Of Plan A, Chief Executive Mark Bolland states ‘It has the potential to create a first for the World; Plan A was designed to make Marks & Spencer the first one hundred percent sustainable international multi-channel business…’. This one goal is what Marks & Spencer is aiming to achieve by the year 2015 – but to achieve this the organisation has many targets to reach by set periods of time. This report will analyse and evaluate what Marks & Spencer have achieved up until this point, using Plan A as an example for their strategic management decisions. For the company’s non-strategic management decisions, this report will provide numerous examples of Marks & Spencer short-term impact methods and show how they are linked to the brand’s
- Consumers as Individuals
- How and Why consumers are ‘defining their identities’
- The process of consumer behaviour/buying behaviour
- Talk about consumer wants/needs
Buyer = transaction-based description
Customer = I am doing to you
Consumer = ongoing process, consumption & consumer is part of process
KEY QUESTIONS
Task 1 – understand your current customers and market to them
Task 2 – identify your desired customers
Task 3 – understand your desired customers and market to them
Realistic choice of customers to match your service?
Service matching to your choice of customers?
Restrictions of your
current customers? i.e. age
Clashes between customer groups? i.e. old customers vs newer, younger demographic
Situational Analysis to Planning
- PESTLE
- SWOT
- And any others you can use/apply
Consumer Requirements, Needs and Expectations – THING CHANGE!
- Corporate social responsibility
- Sustainability
- Community
- Demographics i.e. roles of women, children & aging population
- Technology
DEFINE OUR CONSUMER
Psychographics: Lifestyle & Personality
PERCEPTION – how we view our emotion toward something i.e. past experiences affect SENSES
SENSES – how we feel toward something:
- vision: colour, styling (be careful about cultures react to some things)
- scent : odours stir emotions or create a calming feeling. They invoke memories or relieve stress.. (Solomon, 2011, P89). Early associations: Smell -> memory -> mood
- sound: mood -> action/inaction
- touch
- taste
STIMULI – learned patterns and expectations
SEMIOTICS – symbols to create meaning
HEDONIC CONSUMPTION – The pursuit of pleasure
SENSORY MARKETING – REFER TO WEEK 1 POWERPOINT
Prepare a report & presentation = both DUE 11th DECEMBER
Look at UDO for MODULE HANDBOOK
Heading to Cromford Mills on 11th October – 10am until 4pm
strategic decisions have also included the acquisition of petrol stations and
Plan A is a good example for how strategic planning can alter an organisation’s brand image altogether, whilst still proving to be a functional and attainable channel for corporate responsibility. Of Plan A, Chief Executive Mark Bolland states ‘It has the potential to create a first for the World; Plan A was designed to make Marks & Spencer the first one hundred percent sustainable international multi-channel business…’. This one goal is what Marks & Spencer is aiming to achieve by the year 2015 – but to achieve this the organisation has many targets to reach by set periods of time. This report will analyse and evaluate what Marks & Spencer have achieved up until this point, using Plan A as an example for their strategic management decisions. For the company’s non-strategic management decisions, this report will provide numerous examples of Marks & Spencer short-term impact methods and show how they are linked to the brand’s