Learning Process:Behavioral Learning Theories:Behavioral learning theories: assume that learning takes place as the result of responses to external eventsTypes of Behavioral Learning Theories:Classical conditioning: a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own.Instrumental conditioning (also, operant conditioning): the individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes.Classical Conditioning:Marketing Applications of Repetition:Marketing Applications of Stimulus Generalization:Marketing Applications:Cognitive Learning Theory:Observational Learning:Memory:Factors that influence retrievalProducts as Memory MarkersWhy is motivation important in Marketing and consumer behavior?What comes to your mind?The Motivation ProcessMotivational StrengthTypes of NeedsMotivational Conflicts:Specific Needs and Buying Behavior:Product InvolvementMKTG 305 1st EditionExam # 1 Study Guide Lectures: 1-9Lecture 1 (January 21)Course Description:MKTG 305 is all about consumer behavior. This is one of the more important areas of marketing.Almost all decisions involved in developing an effective marketing strategy rely on in depth knowledge of the consumer. The ultimate goal of this class will be to understand consumer behavior and forecast consumers’ needs and wants under various purchase situations to ensure their satisfaction.Students should be able to:- Recognize consumer dynamics (eg. Personality, motivation, lifestyles, perception, etc.)- Identify cultural and subcultural influences on consumer preference- Explain the stages of the consumer decision-making processCourse Grading:Exams (3) 65%Consumer News Presentation (paired groups) 25%In-Class Discussion/activities 10% 100%Grades are based on the typical grading scale. Exams will cover course readings, class lectures, and assignments. They will be multiple-choice, true/false, and short answer questions. The final exam is not comprehensive.The consumer news presentation is to be done in pairs, and should be a 15 minute Power Point presentation. In class participation cannot be made up. Quizzes may be given, unannounced, at any time. For this reason, attendance is mandatory and necessary to succeed. Lecture 2 (January 23) Consumer News Presentation Overview:Every student will present a 15 minute PowerPoint report with a partner. The goal of the presentation is to share recent consumer news with the class and to discuss the implications of this. The sign up date is 1/28/15, and anyone who has not signed up after that will have their grade reduced by one point every day until all points possible have been deducted. After 2/22/15, a zero will be assigned for the presentation for anyone who has not yet signed up. The Consumer News Presentation accounts for 25% of the overall class grade.Topics:a) Brand relationship and attachment b) Brand personality c) Dark side of consumer behavior d) Perception e) Learning and Memory f) Motivation and values g) Individual decision-making h) Buying and disposing i) Hedonic versus Utilitarian Consumption j) Attitudes and Attitude Change k) Persuasion l) Personality and Lifestyle m) The Self n) Perceptual Positioning o) Semiotics: use of sign and symbols in ads/packaging p) Group influence q) Social class and income r) Subcultures (age, religion, ethnicity, etc.) s) Global consumers t) Any other topic that you consider relevantto consumer behaviorGrading Rubric:Make a storyline when you present. Your grading will be based on how well you address yourtopic by using the following criteria, as well as how effectively you communicate.a) Introduction Part: Provide some background of the topic. For example, you may start withwhy you chose the topic (your motivation to examine the topic) and how important andrelevant it is to consumer behavior and marketing. Also, you may introduce some theoriesand/or concepts that underlie your topic (e.g., According to research XYZ (2014), color redmakes us more alert whereas color blue makes us complacent, and color green makes us moreenvironmentally conscious).b) Main News Part: Provide your main consumer news and show real marketing examples. Forexample, by citing recent news articles from various sources, you may talk about consumertrends that people are buying environmental-friendly products more than ever. Then, you mayshow recent ads that use green marketing concepts and evaluate how the ads are likely toinfluence consumers.c) Implication Part: Discuss what we learn from your topic and how the consumer trends thatyou presented will evolve into the future. For example, for the influence of color in advertising,you may talk about how color influences emotions or how color may be used in packaging ofgoods.d) References Part: Provide citation sources. Provide all the sources including all article names, authors, and published year (e.g., Hudson, Kris (2015), “A Tough Time for Renters: Rates Are Up and Vacancies at Historic Lows” Wall Street Journal, January 11, ttp://www.wsj.com/articles/a-tough-time-for-renters-1420938499?mod=WSJ_hps_sections_yourmoney).Lecture 3 (January 26)Defining Marketing:The American Marketing Association defines marketing as “an organizational function and a set of processes for creating, communicating, and delivering value to the consumers and for managing consumer relations.”According to Peter Drucker, the consumer should be the focus of the marketer. He said, “Marketing is the whole business seen from the point of view of its final result, that is, from the CUSTOMER’s point of view.”And Business Week claims that the customer is becoming the center of the entire business universe.Defining Consumer: Consumer- those who identify