SUMMARY MARKETING
Pre-master Marketing Management
TiSEM
Tilburg University
MARKETING: SUMMARY 1
, LECTURE 1 – INTRODUCTION AND FRAMEWORK
Consumer behaviour
§ Misconception 1: Consumers are sales figures
Sales figures allows you to react, not to predict why the sales
figures are rising or declining.
§ Misconception 2: We should trust our intuition
Intuition will often make false consumptions about what
consumers likes.
How should we think of consumers?
Organism is often ignored.
The decision-making unit
§ Initiator(s): recognize value in solving a particular issue and stimulate search for
product. Recognizing that there is an issue or a need.
§ Influencer(s): while not making the final decision, have input to it. Other people who
have an influence on your choice; friends, families, etc. They recommend.
§ Decider(s): make the choice. The person who makes the choice
§ Purchaser(s): consummate the transaction
§ User(s): consume the product. The people who use the product.
Which fields does consumer behaviour draw on?
MARKETING: SUMMARY 2
Pre-master Marketing Management
TiSEM
Tilburg University
MARKETING: SUMMARY 1
, LECTURE 1 – INTRODUCTION AND FRAMEWORK
Consumer behaviour
§ Misconception 1: Consumers are sales figures
Sales figures allows you to react, not to predict why the sales
figures are rising or declining.
§ Misconception 2: We should trust our intuition
Intuition will often make false consumptions about what
consumers likes.
How should we think of consumers?
Organism is often ignored.
The decision-making unit
§ Initiator(s): recognize value in solving a particular issue and stimulate search for
product. Recognizing that there is an issue or a need.
§ Influencer(s): while not making the final decision, have input to it. Other people who
have an influence on your choice; friends, families, etc. They recommend.
§ Decider(s): make the choice. The person who makes the choice
§ Purchaser(s): consummate the transaction
§ User(s): consume the product. The people who use the product.
Which fields does consumer behaviour draw on?
MARKETING: SUMMARY 2
