Todays Outline Introductions Overview of Course Outline
Overview of Course Text Overview of Cases and Teams Introduction to
Buyer Behaviour
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Introductions - Instructor Duane Weaver B.Comm., M.D.Ed., IESNA
CEO 2Birds1Stone Marketing, Business & Computer Applications
Instructor 20+ years management experience (marketing)
Manufacturing, Wholesale and Retail experience Positions: Board of
Directors, CEO, General Manager, International Sales Manager,
Business Development Manager, Regional Sales Manager, Product
Manager, Market Manager, Service Manager, Parts Manager, Account
Manager, Marketing/Business Consultant, Instructor Enjoy sailing,
soccer, cycling, golf and camping
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Introductions - Students Your name? Something of interest about
yourself? Why are you studying marketing?
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Course Text Consumer behavior: buying, having and being, 3 rd
edition. Solomon, Zaichowsky, Polegato. Chapter 9 (excerpts) pp.
314-357 (to be handed out) from Sheth, Mittal. (2004) Customer
decisions and relationships, 2 nd edition, Soutwestern Publishing.
Case Studies: Case 1 & 2 will be available online at:
http://web.mala.bc.ca/weaverd/Mark260
http://web.mala.bc.ca/weaverd/Mark260 Case Studies 3 through 14
will be made available as class progresses (check the class
website)
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Course Outline Case based course. (Lecture/Case
Presentation/Discussion) See Handout
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Overview of Cases and Teams This course will take a case-study
approach. Students will be asked to form study/case groups of 4-6
within the first week of classes. The groups are expected to work
on the case assignments prior to each class. Each group will be
tasked with the responsibility of preparing and presenting cases at
the end of each class as determined by the instructor. (See
http://web.mala.bc.ca/weaverd/Mark260 for team case presentation
schedule)http://web.mala.bc.ca/weaverd/Mark260
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GROUP CASE PRESENTATION/REPORTS Group Case presentations are
due the class of the Case Analysis. They must be submitted in a
report format as per the guidelines given by your instructor.
(Please see http://web.mala.bc.ca/weaverd/mark260 )
http://web.mala.bc.ca/weaverd/mark260 Late case reports (without
prior arrangement and for good cause) will be assessed a 10% daily
penalty, up to three calendar days. Case reports handed in late
beyond three days will receive a mark of 0 for that particular
assignment. NOTE: ALL STUDENTS on the case team will receive the
same grade. Your team members will be your team for the entire
course.
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Case Teams/Study Group Please take 10 minutes to form a study
team of 4 to 6 people. Determine a name for your team One member
from the team should record a list of all of the team members names
(last name, first name) and submit the list along with the Team
Name to the instructor by end of class today (Obtain Team Form
Handout from instructor).
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Case Sources Case Studies: Case 1 & 2 will be available
online at: http://web.mala.bc.ca/weaverd/Mark260
http://web.mala.bc.ca/weaverd/Mark260 Case Studies 3 through 14
will be indicated on the site next week.
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PERCEPTION IS REALITY
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Introduction to Buyer Behaviour Buyer vs. Consumer Defining
Buyer Behaviour Market Segmentation Building Buyer Bonds What
affects Buyer Behaviour
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Buyer vs. Consumer Course Title: Buyer Behaviour Anyone engaged
in buyer behaviour including: business, government or consumers
Text Title: Consumer Behaviour Has come to refer to consumer
market, someone who consumes products or services versus
organizational buyer behaviour.
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What is Buyer (consumer) Behavior It is the study of the
processes involved when individuals or groups select, purchase, use
or dispose of products, services, ideas or experiences to satisfy
needs and desires (Solomon, Zaichowsky, Polegato, p. 6)
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Buyer Behavior Actors Role Theory decision criteria vary from
role to role. Ongoing Process not just a moment of truth focus (the
exchange). Buyer Behavior Focuses on the entire consumption
process. Different Actors of focus: Buyer, Decision Maker,
Influencer
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Market Segmentation Identifying groups (segments) of buyers who
are similar to one another in one or more ways. Examples of
Segmentation: Demographic Geographic SocioEconomics (social class
& income) Cultural Psychographic/Lifestyle
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Building Bonds with Consumers Relationship Marketing lifetime
link to brands and customers E.g.s? Database Marketing tracking
buying habits and crafting tailored products/services and messages
E.g.s? Experiential Marketing making the transaction and process
meaningful, memorable, and desirable E.g.s?
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What affects Buyer Behaviour? Consumer Behavior, 3 rd Edition,
Hayer/MacInnis, p. 14
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What affects Buyer Behaviour Consumers Culture Psychological
Core Process of Making Decisions Buyer Behaviour Outcomes
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Thank You Next Class Please read and prepare for the Case
Changing Consumer Perceptions of Bud Rileys prior to next class. I
urge you to discuss the case as a study group prior to the
class.
