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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 l.jpg

More Consumers

Getting resources on the Internet

Goods, services, status, love

Coupey


Understanding consumers l.jpg
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 l.jpg
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 l.jpg
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 l.jpg
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 l.jpg
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


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The Last Two Resources

  • Status

    • Impression management

    • Scarcity theory (exclusivity)

    • Internet effects

  • Emotional fulfillment

    • Emotional reciprocity

    • Internet effects

Coupey


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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 l.jpg
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 l.jpg
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


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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 l.jpg
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


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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


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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