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More Consumers. Getting resources on the Internet Goods, services, status, love. Understanding Consumers. Last class… Descriptive research Demographics: what is doing what, when Psychographics: psychological dimensions Inferential research Why are they doing what they do?

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more consumers

More Consumers

Getting resources on the Internet

Goods, services, status, love

Coupey

understanding consumers
Understanding Consumers
  • Last class…
    • Descriptive research
      • Demographics: what is doing what, when
      • Psychographics: psychological dimensions
    • Inferential research
      • Why are they doing what they do?
      • Theories as general guides
    • Consuming within an environment
      • Transactions, exchanges, relationships

Coupey

looking at resource consumption
Looking at Resource Consumption
  • Resource consumption = ƒ(environmental factors, psychological factors)
  • A process model of factors that influence consumption
    • Time to draw a picture…
  • Caveats about resources
    • #1: They’re not just for marketing anymore
    • #2: They’re subjective (perception is everything)

Coupey

inferential research and resource consumption
Inferential Research and Resource Consumption
  • More caveats…
    • For every resource, there is a theory
    • The environment wreaks havoc on theories
  • The resources
    • Money
      • Mental accounting
      • Temporal discounting
      • Internet effects

Coupey

more resources more theories
More Resources, More Theories
  • Information
    • Information processing
    • Decision making
    • Internet effects
  • Goods (aka “products,” in marketing)
    • Type and quality assessment
    • Form
    • Information effects

Coupey

still more resources
Still more resources
  • Services, status, and emotion
    • Less well understood
    • Less often leveraged
    • More highly personalized
  • Services
    • Characteristics
      • Intangibility, inseparability, heterogeneity, perishability
    • Internet effects

Coupey

the last two resources
The Last Two Resources
  • Status
    • Impression management
    • Scarcity theory (exclusivity)
    • Internet effects
  • Emotional fulfillment
    • Emotional reciprocity
    • Internet effects

Coupey

interesting sites for resources
Interesting Sites for Resources
  • Money http://www.moneylaundering.com/news.htm
  • Goods
  • Services http://www.funeralstodiefor.comhttp://www.PeachTreeCasketsDirect.com
  • Information http://
  • Status http://www.luxury-realestate.com
  • Love http://wildcomputercontrol.com/gunrose.htm
  • http://dreamquest.to/Morningstar.htm

Coupey

your sites
Your sites…
  • Group 2 (Gren, et al.)
  • http://www.yahoo.com
  • http://www.winemonthclub.com
  • http://bluemountain.com
  • http://www.ebay.com
  • http://www.money.com/money/
  • http://www.ghgcorp.com/holloway/civil.htm
  • Group 2 (Via, et al.)
  • http://www.udate.com
  • http://www.Askjeeves.com
  • http://www.bigyellow.com
  • http://www.equalfooting.com
  • http://www.canoe.com.ca/Money/home.html

Coupey

more sites
More sites…
  • Group 4 (Clear, et al.)
  • http://www.fossil.com
  • http://www.iselfknowledge.com/ivillage/freefav.asp
  • http://www.extremeinnovations.com.ca
  • http://www.espionage-store.com
  • http://www.poweritup.com/4410.htm
  • http://www.tvguide.com
  • Group 3 (Shrader, et al.)
  • http://www.datescene.com/
  • http://www.cnnfn.com
  • http://www.yahoo.com
  • http://www.bev.met

Coupey

still more sites
Still more sites…
  • Group 6 (Garbarino, et al.)
  • http://www.wheresgeorge.com
  • http://www.800.com/new.asp
  • http://www.eluxury.com
  • http://www.love.aol.com
  • http://www.ticketmaster.com
  • http://www.anandtech.com
  • Group 5 (Jones, et al)
  • http://www.datingmall.com
  • http://www.jokes.com
  • http://www.ulc.net/ordain.htm
  • http://www.absolutelyfreebies.com/makemoney.html

Coupey

your sites12
Your sites…
  • Group 4 (Alvarez, et al.)
  • http://www.money-at-home.com
  • http://www.ihokie.com
  • http://www.iwon.com
  • http://www.finaid.com
  • http://www.lovingyou.com
  • http://www.goodstogo.com
  • http://www.usp.com
  • http://www.chinfo.navy.mil/navpalib/news/.www/status.html
  • Group 2 (Bogdanovic, et al.)
  • http://www.whodoyoulove.com
  • http://www.gradfinder.com
  • http://www.fraud.org
  • http://www.hokieclub.com

Coupey

more sites13
More sites…
  • Group 3 (Young, et al.)
  • http://www.adultfriendfinder.com
  • http://www.sharperimage.com
  • http://www.dowjones.com
  • http://www.ebay.com
  • http://www.lexisnexis.com
  • Group 1 (Anderson, et al.)
  • http://www.iwon.com
  • http://www.hokieauction.com
  • http://www.cupid.com
  • http://www.fedex.com

Coupey

looking ahead
Looking Ahead
  • Marketers and the Internet Environment
    • Constraints and opportunities
    • Need to understand what consumers are doing
      • To develop “products” that meet needs
      • To leverage their interactions (even with third parties) to meet marketing objectives
    • Focus on relationships
    • Implications for marketing action

Coupey

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