MKTG 305 1st Edition Lecture 5Outline of Last Lecture I. Consumer Impact on MarketII. SegmentationIII. Tapping into Consumer LifestylesIV. Marketing’s Impact on ConsumersOutline of Current Lecture I. Job OpportunityII. Consumer “Dark Side” III. Sensation and PerceptionIV. Hedonic ConsumptionV. Sensory MarketingVI. Perception ProcessCurrent LectureJob Opportunity:University Village is looking for marketing students and other business students interested in marketing to work between 15-40 hours per week.The wage is $8.25 per hour plus commission. These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.Consumer “Dark Side”: (Chapter 6 page 236 in the book)Consumer terrorism- consumers using products to hurt othersCompulsive consumption- like shopaholicsIllegal activitiesConsumer consumersAddictive consumerSensation and Perception: (Chapter 2)Watch Coke’s White Can Mistake: http://abcnews.go.com/WNT/video/coca-colas-white-mistake-15069181 This was the same exact product, but because of perception, it was perceived as different. Sensation- immediate response of our sensory receptors to basic stimuliPerception- process by which sensations are selected, organized and interpreted. Hedonic Consumption:Maketers use impact of sensations on consumer’s product experience (multi-sensory, fantasy, emotional aspects)Ex. Mercedes uses this is its ads to convey the emotional side of its brand.Sensory Marketing:Companies use senses to enhance the consumer experience. Sound and music can create mood. High tempo- more stimulationSlow tempo- more relaxingSlow tempo music can increase sales as much as 38% in retail store because it encourages leisurely shopping. Perception Process:1) Exposure- occurs when stimuli comes within range of someone’s sensory receptorsSensory thresholds:Absolute threshold- minimum amount of stimulation that can be detectedDifferential Threshold- ability to detect changes between two stimuli. The minimum difference between 2 stimuli is the J.N.D. (just noticeable difference)Sensory Threshold pricing strategy: (reference pricing)-shows the sale cost as well as the regular priceEx. Regular price $9.99Sale price
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