Period 1- Consumer Marketing
Week 1...................................................................................................................................... 3
Lecture 1 - Introduction ........................................................................................................ 3
Jobs To Be Done (JTBD) .................................................................................................... 3
Lecture 2 – Understanding Consumers ................................................................................. 5
Week 2...................................................................................................................................... 7
Preparation – Elsen et al. (2016)........................................................................................... 7
Lecture 3 – Consumer Awareness, Attention and Memory.................................................. 8
Preparation - Verhellen, et al. (2016). ................................................................................ 14
Preparation - Anik, L., Hauser, R., & Gibson, M. (2020). ..................................................... 19
Lecture 4 – Consumer Research Refresher ......................................................................... 20
Week 3.................................................................................................................................... 26
Preparation - Chernev et al. (2015) & Madan et al. (2020) ................................................ 26
Lecture 5 ............................................................................................................................. 27
Choice: Antecedents & consequences ........................................................................... 27
Choice: extensions .......................................................................................................... 36
Lecture 6 – Product Adoption (Guest lecture Albert Heijn) ................................................ 40
Lecture 6 - Overview of the first six session ....................................................................... 43
Week 4.................................................................................................................................... 48
Preparation – video ............................................................................................................ 48
Preparation - Palmeira and Srivastava (2013) .................................................................... 49
Preparation - Shampanier et al. (2007)............................................................................... 50
Lecture 7 – Price Promotions .............................................................................................. 52
Part 1: pricing methods and strategies ............................................................................... 52
Part 2: The psychology of pricing ........................................................................................ 55
Preparation - Levav and Argo (2010) .................................................................................. 64
Preparation - McFerran et al. (2010) .................................................................................. 65
Lecture 8 – Influence & Persuasion .................................................................................... 66
Week 5.................................................................................................................................... 72
Lecture 9 – Marketing Ethics .............................................................................................. 72
Preparation: Eelen, et al. (2017) ......................................................................................... 78
Preparation: Watson, et al. (2015) ..................................................................................... 79
Lecture 10 – Customer Loyalty & Sustainability ................................................................. 80
, Part 1: concept and measurement of customer loyalty ................................................. 80
Part 2: The impact of customer loyalty on sales and WOM ........................................... 83
Week 6.................................................................................................................................... 90
Preparation: Barasch, et al. (2018) ..................................................................................... 90
Lecture 11 – Consumer Happiness ..................................................................................... 92
Part 1 – What is happiness ............................................................................................. 92
Part 2 – Do consumers know what makes them + others happy? ................................. 92
Part 3 – Can Marketing help consumers live happier lives? ......................................... 102
Lecture 12 - Overview of the last five sessions ................................................................. 104
Practice Exam ....................................................................................................................... 111
2
,Week 1
Lecture 1 - Introduction
Jobs To Be Done (JTBD)
§ “Job” is shorthand for what an individual really seeks to accomplish in a given
circumstance.
§ “Job” is defined as the progress that a person is trying to make in a particular
circumstance.
§ People hire a product to get a job done. The term “hire” expresses the fact that
customers use a product until the task is completed.
§ The product or product category does not play a role in completing the customer
job. Customers judge solutions by how well they get the job done. Solutions are
always temporary as consumers switch product categories when another one does
the job better.
§ The circumstances are more important than customer characteristics or product
attributes.
§ Jobs are never simply about function—they have powerful social and emotional
dimensions.
Jobs to be done = what customers want to achieve, not just the products they use. A "job" is
a task someone aims to complete. Customers "hire" products to help them get it done, and
they value products based on how well they work in specific situations, covering both
practical and emotional needs.
Relevant customer needs are often latent needs
What is crucial for purchase decisions is often not the needs that consumers are aware of
and mention when asked, but rather latent needs – unconscious or hard-to-articulate
wishes, desires, dreams, fears etc.
Example: the jobs to be done → Axe body shower
- The job to be done: it cleans you
- It’s a combination of needs: functional need, emotional need, social need
- As a marketeer you must know: why do the consumer wants your product?
Advantage of the JTBD logic for customer needs
- It shifts the perspective to the customer
- It frees the view on your real competitors
- It has predictive power as it is solution-free
Questions you can ask to uncover jobs your customers need help with
1. What progress is the person trying to achieve? What are the functional, social, and
emotional dimensions for the desired progress?
2. What are the circumstances of the struggle? Who, when, where, while doing that?
3. What obstacles are getting in the way of the person making that progress? What
tasks do people want to avoid? Where do you see nonconsumption
3
, 4. Are consumers making do with imperfect solution through some kind of
compensating behavior? Are they buying and using a product that imperfectly
performs the job? Are they cobbling together a workaround solution involving
multiple products? Are they doing nothing at all to solve
the dilemma (e.g., where do you see the nonconsumption)?
5. How would they define what ‘quality’ means for a better solution, and
what trade-offs are they willing to make?
Takeaways lecture 1
- Jobs-to-be-done is a simple framework that puts emphasis on the “why” behind
what a customer is doing. It focuses on identifying enduring consumer needs to
develop products that have a lasting impact.
- It gives a unit of focus – the job the customer is looking to do – to build measurable
ways of looking at success that do not change over time. The products need to meet
the metrics important to customer.
- You are not trying to just solve a consumer problem. You are first trying to figure out
what the right problem is.
- Good products don’t sell themselves
4
Week 1...................................................................................................................................... 3
Lecture 1 - Introduction ........................................................................................................ 3
Jobs To Be Done (JTBD) .................................................................................................... 3
Lecture 2 – Understanding Consumers ................................................................................. 5
Week 2...................................................................................................................................... 7
Preparation – Elsen et al. (2016)........................................................................................... 7
Lecture 3 – Consumer Awareness, Attention and Memory.................................................. 8
Preparation - Verhellen, et al. (2016). ................................................................................ 14
Preparation - Anik, L., Hauser, R., & Gibson, M. (2020). ..................................................... 19
Lecture 4 – Consumer Research Refresher ......................................................................... 20
Week 3.................................................................................................................................... 26
Preparation - Chernev et al. (2015) & Madan et al. (2020) ................................................ 26
Lecture 5 ............................................................................................................................. 27
Choice: Antecedents & consequences ........................................................................... 27
Choice: extensions .......................................................................................................... 36
Lecture 6 – Product Adoption (Guest lecture Albert Heijn) ................................................ 40
Lecture 6 - Overview of the first six session ....................................................................... 43
Week 4.................................................................................................................................... 48
Preparation – video ............................................................................................................ 48
Preparation - Palmeira and Srivastava (2013) .................................................................... 49
Preparation - Shampanier et al. (2007)............................................................................... 50
Lecture 7 – Price Promotions .............................................................................................. 52
Part 1: pricing methods and strategies ............................................................................... 52
Part 2: The psychology of pricing ........................................................................................ 55
Preparation - Levav and Argo (2010) .................................................................................. 64
Preparation - McFerran et al. (2010) .................................................................................. 65
Lecture 8 – Influence & Persuasion .................................................................................... 66
Week 5.................................................................................................................................... 72
Lecture 9 – Marketing Ethics .............................................................................................. 72
Preparation: Eelen, et al. (2017) ......................................................................................... 78
Preparation: Watson, et al. (2015) ..................................................................................... 79
Lecture 10 – Customer Loyalty & Sustainability ................................................................. 80
, Part 1: concept and measurement of customer loyalty ................................................. 80
Part 2: The impact of customer loyalty on sales and WOM ........................................... 83
Week 6.................................................................................................................................... 90
Preparation: Barasch, et al. (2018) ..................................................................................... 90
Lecture 11 – Consumer Happiness ..................................................................................... 92
Part 1 – What is happiness ............................................................................................. 92
Part 2 – Do consumers know what makes them + others happy? ................................. 92
Part 3 – Can Marketing help consumers live happier lives? ......................................... 102
Lecture 12 - Overview of the last five sessions ................................................................. 104
Practice Exam ....................................................................................................................... 111
2
,Week 1
Lecture 1 - Introduction
Jobs To Be Done (JTBD)
§ “Job” is shorthand for what an individual really seeks to accomplish in a given
circumstance.
§ “Job” is defined as the progress that a person is trying to make in a particular
circumstance.
§ People hire a product to get a job done. The term “hire” expresses the fact that
customers use a product until the task is completed.
§ The product or product category does not play a role in completing the customer
job. Customers judge solutions by how well they get the job done. Solutions are
always temporary as consumers switch product categories when another one does
the job better.
§ The circumstances are more important than customer characteristics or product
attributes.
§ Jobs are never simply about function—they have powerful social and emotional
dimensions.
Jobs to be done = what customers want to achieve, not just the products they use. A "job" is
a task someone aims to complete. Customers "hire" products to help them get it done, and
they value products based on how well they work in specific situations, covering both
practical and emotional needs.
Relevant customer needs are often latent needs
What is crucial for purchase decisions is often not the needs that consumers are aware of
and mention when asked, but rather latent needs – unconscious or hard-to-articulate
wishes, desires, dreams, fears etc.
Example: the jobs to be done → Axe body shower
- The job to be done: it cleans you
- It’s a combination of needs: functional need, emotional need, social need
- As a marketeer you must know: why do the consumer wants your product?
Advantage of the JTBD logic for customer needs
- It shifts the perspective to the customer
- It frees the view on your real competitors
- It has predictive power as it is solution-free
Questions you can ask to uncover jobs your customers need help with
1. What progress is the person trying to achieve? What are the functional, social, and
emotional dimensions for the desired progress?
2. What are the circumstances of the struggle? Who, when, where, while doing that?
3. What obstacles are getting in the way of the person making that progress? What
tasks do people want to avoid? Where do you see nonconsumption
3
, 4. Are consumers making do with imperfect solution through some kind of
compensating behavior? Are they buying and using a product that imperfectly
performs the job? Are they cobbling together a workaround solution involving
multiple products? Are they doing nothing at all to solve
the dilemma (e.g., where do you see the nonconsumption)?
5. How would they define what ‘quality’ means for a better solution, and
what trade-offs are they willing to make?
Takeaways lecture 1
- Jobs-to-be-done is a simple framework that puts emphasis on the “why” behind
what a customer is doing. It focuses on identifying enduring consumer needs to
develop products that have a lasting impact.
- It gives a unit of focus – the job the customer is looking to do – to build measurable
ways of looking at success that do not change over time. The products need to meet
the metrics important to customer.
- You are not trying to just solve a consumer problem. You are first trying to figure out
what the right problem is.
- Good products don’t sell themselves
4
