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Mao Föreläsningsanteckningar

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Submitted By 91julnil
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2014-11-04
Marknadsföring & Organisation II
F1 Konsumentperspektiv på marknadsföringsämnet

Del 1: Konsumentens beteende Introduktion till konsumentbeteende

Den klassiska teorin * Tanken om kundens beslutsfattande och emotion (känsla) som modell för konsumentbeteende

Kundens köpbeteende * Vad påverkar kundens köpbeteende? * Hur tänker och agerar kunden? * Vad blir resultatet? * Varför är det överhuvudtaget viktigt att få vetskap?

CB Forskningsområdet! * Consumer Behavior: Ett relativt nytt forskningsområde med start under mitten/slutet av 1960-talet * Marknadsföringsteoretikerna har lånat sina idéer från olika håll!
”Borrowed heavily from concepts developed in other scientific disciplines” * Många tidiga teorier om konsumentbeteende var baserade på ekonomisk teori * Senare forskning har tagit fasta på teori från sociologi, psykologi och antropologi; t.ex. kopplat till Shiffman, Kanuk and Hansen modell samt text i kapitel 4 & 6.

Repetition
Varför är det överhuvudtaget viktigt att få vetskap? * Marknadsföring – Alla gapöverbryggande aktiviteter mellan säljare och köpare * ”Alla former av affärsaktiviteter vilka syftar till att överbrygga gapet mellan producent och konsument”

Arbetssätt vid marknadsföring (till och med 1960-talet) var ett produktionsorienterat företag * Produktionsorienterat synsätt * Produktorienterat synsätt * Säljinriktat synsätt

Ett kundorienterat företag * Levitts artikel ”Marketing Myopia” från 1960-talet blir startpunkten för att börja definiera sig som ett kundorienterat företag. * Ett kundorienterat företag använder sig av det kundinriktade synsättet – Marketing concept * ”The marketing concept is based on the premise that a marketer should make what it can sell, instead of trying to sel what it has made.” * Det säljinriktade synsättet fokuserade på behovet hos säljaren. The Marketing Concept fokuserar på kundens behov och efterfrågan.

The Marketing Concept * Identifiera och lokalisera behov och efterfrågan * Konsumentens behov och önskemål – needs and wants – är företagets primära fokus * Grundläggande antaganden:
”To be succesful, a company must determine the needs and wants of specific target markets ande deliver the desired satisfactions better than the competition” * Att… * Identifiera och lokalisera behov och efterfrågan * Uttrycka dessa behov i form av konkreta produkter och tjänster * Utföra aktiviteter som leder till att dessa produkter och tjänster görs tillgängliga för kunderna

* ”Focus is consumer needs – at the same time a high degree of diversity among the consumers” * Konsumentforskarna försöker finna de likheter eller konstanter vilka existerar konsumenter emellan * Processen att dela upp marknaden i undergrupper av konsumenter med likheter (t.ex. liknande behov eller karaktäristiska) * Segmentering av marknaden – Marketing segmentation * Segmenteringsbaser – Common needs or characteristics , 9 st i boken * Tre olika grundläggande variabler med många undergrupper; Strukturella, Beteendemässiga samt Livsstils-/psykografiska variabler * I Kotler beskrivs hur segmenteringen kan göras utifrån fyra grundläggande baser * Geografisk, demografisk, psykografiska karaktäristiska eller baserad på konsumentens beteenden

* Poängen är att man fokuserar på antingen… I. Konsumentkaraktäristiska – Consumer characteristics II. Konsumentens beteenden – Consumer behaviors

Vad innebär segmentering baserad på… I. Konsumentens karaktäristika a. Geografisk segmentering, t.ex. klimat och religion b. Demografisk, t.ex. kön, yrke och inkomst c. Psykografisk, t.ex. livsstil och personlighet d. Sociokulturell, t.ex. religion och subkultur II. Konsumentens beteende/agerande e. Omfattning, attityd mot produkten, nivå i köpprocessen f. Tillfälle g. Användarstatus

Hybridsegmentering – Multiple segmentation bases * Demografisk psykografiska profiler * Geodemografiska faktorer * Värderingar och livsstils-profiler

Konsumentens beteenden * Mer än vad konsumenten köper… * Varför? * När? * Var? * Hur?

Hudvårdsserie L300
Märket L300 skulle lansera en herrserie med bl.a. raklotion, aftershave etc. Efter lanserandet sålde produkterna dåligt. Vad hade man gjort för fel? Väldigt mycket skönhetsprodukter för män köps som presenter eller av frun i huset. Man riktade sig således mot fel målgrupp. Beslutsfattaren var kvinnan och t.ex. doften på produkterna tilltalade användaren av produkten men ej beslutfattaren.

Hur fungerar konsumenten? * Föreläsning från er A-kurs; Vikten av att försöka förstå konsumenten * Köparens svarta låda * Olika inköpsroller * S-O-R-modellen

CBs traditionella/klassiska inriktningar * Teoretiska perspektiv på köp av varor kan t.ex. ha en stark anknytning till… * Själva köpet av varan * Försöka förklara variationer i handlingar, t.ex. attitydteori. I teorier om konsumenters köpbeteende är attitydbegreppet centralt. Attitydteori: Den dominerande synen inom denna forskningsinriktning kommer från kognitiv psykologi. * Indelas i tre traditionella inriktningar: * Kognitiv köpteori * Kontextens inverkan, d.v.s. den fysiska miljöns situationer och den sociala omgivningens betydelse. Teorier om olika typer av miljöfaktorers påverkan av konsumenters beteende. * Kategoriseringsteori

CB traditionell I. Kognitiv köpteori * Konsumentbeteendeforskningen dominerades tidigt av teorier om konsumenters förmåga att lösa problem (fatta beslut) och bearbeta information – d.v.s. kognitiv köpteori. Jämför med S-O-R-modellen inom psykologin. * Stora omfattande processmodeller * De mest inflytelserika teorierna har varit ”The Consumer Decision Model” (Howard, 1989), EKB-modellen (Engel, Blackwell m.fl., 1990) samt Bettmans ”An information Processing Theory of Consumer Choice” (Bettman, 1979).

2014-11-10
Marknadsföring & Organisation II
F2 Motivation

Organisationsnivå: * Produktivitet * Frånvaro * Personalomsättning * Avvikande beteende * Informellt ansvarstagande * Arbetstillfredsställelse

Individnivå: * Karaktärsdrag * Personlighet * Värderingar * Attityd * Förmåga * Perception * Motivation * Lärande

Fyra centrala diskussionsområden: * Innehållsbaserade motivationsteorier (behov) versus Processbaserade motivationsteorier * De psykologiska behoven * Medfödda och inlärda behov * Inre (intrinsic) och yttre (extrinsic) motivatorers konsekvenser

En definition * ”The process that account for an individual’s intensity, direction and persistence of effort toward attaining goal… Specifically an organization’s goal.” * Ju mer ansträngning, målinriktning och uthållighet, desto högre motivation. Men hur skapar man motiverande processer?

Varför studera motivation? * Företag erbjuder lönearbete och människor vill ha betalt för arbetet, är inte det motiverande nog? F. W. Taylors utgångspunkt. * Om inte lönearbetet är motiverande nog, vilka konsekvenser uppstår om man inte tar hänsyn till vad som motiverar människor i organisationer?

Kan chefer motivera sina medarbetare?

Ledningsåtgärder: * Organisationsstruktur * Belöningssystem * Gruppstruktur * Ledarstil * Uppgiftsstruktur

Dagens agenda I. Presentation av fyra innehållsbaserade motivationsteorier (Content theories) II. Presentation av fyra kognitivt orienterade motivationsteorier (Process theories) III. Presentation av Self Determination Theory (SDT), en integration av innehåll och process IV. Vad kan man göra i praktiken med motivationsteorierna?

Tidigare behovsbaserade (drive/need) motivationsteorier * Maslows Behovshierarki * Alderfers ERG (Existence, Relatedness, Growth) * McClellands Teori om inlärda behov * Herzbergs Tvåfaktorteori * McGregors Teori X och Tepori Y

Henry Murray * Murray menar att vi har 27 psykologiska inlärda behov * Alla har dessa behov men av olika grad * Ambitionsbehov, t.ex. framgång * Materiella behov, att skaffa och behålla saker * Maktbehov, t.ex. autonomi * Känslobehov, få hjälp och kunna hjälpa andra * Informationsbehov, t.ex. söka kunskap

Maslows Behovshierarki * En hierarki av fem behov. När ett behov i huvudsak är tillfredsställt blir nästa behov aktuellt.

Högre nivå av interna psykologiska I. Självförverkligande II. Självkänsla III. Sociala
Lägre nivå av externa fysiologiska IV. Trygghet V. Fysiska

* Individer kan inte flytta till nästa högre nivå förrän behov på den lägre nivån är tillfredsställda.

Problem med Maslows Behovshierarki * Högre behov uppstår även om lägre behov inte är tillfredsställda * Lägre behov motiverar även om de är tillfredsställda * Hur länge är behov tillfredsställda? * Hur många behov finns det? Makt och aggressionsbehov? * Behov kan uppstå parallellt * ”The only thing worse than not getting what you want is getting what you want”

Poängen med Maslows Behovshierarki * UTVECKLINGSBEHOV – Ej spänningsreducerande * BRISTBEHOV – Spänningsreducerande

Aldefer’s ERG Theory * En omarbetning av Msslows behovshierarki *

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...A Gentler China: A special report; 4 Years after Tiananmen, The Hard Line Is Cracking By : Khadija Mukhtar Published: June 3, 1994 BEIJING, May 29— nearly four years have passed since the Communist hard-liners sent tanks to Tiananmen Square, filling the morgues with the broken bodies of young fighters for democracy and casting a repressive nightfall across the country. Now a dawn of sorts has gradually broken across China. While thousands of "counterrevolutionaries" remain behind bars, often subject to beatings and humiliation, on the whole the repression seems to be easing. China is in some respects putting the hard-line era behind it and returning to the way it was before the Tiananmen crackdown. In Hiding for Years One young scholar wanted by the police for his role in the democracy movement spent several years in hiding, trying desperately to flee the country. Last year he decided that escape was impossible, so he returned to Beijing and sorrowfully turned himself in to the police. "Frankly," a police official told him dismissively, before sending him home again, "we don't want you anymore." Fear has diminished, though certainly not vanished. Cultural restrictions have relaxed, allowing newspapers and magazines to write about issues like pollution and homosexuality. Thousands of political prisoners arrested after Tiananmen have been released, and most are allowed to leave China. Political study classes are out, and talk radio is in. One human face of these changes...

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