updated 2018 April 10th

Thu Section final report due April 19th
- when you come to do the exam
Fri Section final report due April 20th 
- when you come to do the exam

 
SENECA COLLEGE, TORONTO
As Taught by Prof. Tim Richardson 
https://www.nelsonbrain.com/shop/en/CA/storefront/canada?cmd=catProductPreview&ISBN=978-0-17-655528-3
2016 Text
AUTHORS: Babin/Harris/Murray

2018 Text
AUTHORS: Babin/Harris/Murray
ISBN
978-0-17-679179-7
MRK 513 Consumer Behaviour
click.
where the text is in the Newnham Campus 
(main campus) bookstore
outline Jan 2018 http://www.senecacollege.ca/s....5BMRK513%5D+Buyer+Behaviour&schoolCode=77
.
Jan
Feb
Mar
March /April
SOPs
Takeways
Reflected Glory
Observational Marketing
- - - - - - - - - - - - - - - - - - 
Review of Marketing Concepts
4pP's - 6E's VIDEO
http://www.youtube.com/watch?v=j06cY_-Jc1Q
(noted 
Discussion 4P's # 1
help "Sources of Info"
The 4P's
noted 
PEST - 6E's
noted Jan 18 Thu Class
Political
Economic
Social-Cultural
Technological

Competition
Geography/Weather
--------------------------------------
Introduction
What is CB and Why Should I Care?
Value and the Consumer Behaviour Value Framework
--------------------------------------
Sources of Information
did Jan 18
Government
Associations
Corporate

----------------------------------
Review of Marketing Opportunities
The Ansoff Matrix 
  o Market Penetration
  o Market Development
  o Product Development
  o Diversification
------------------------------------
Things to be convincing
noted Jan 18 Thu class
noted Jan 19 Fri class
------------------------------------
First Mover Strategies
noted Jan 25 Thu Class
"early bird gets the worm"
versus
"second mouse gets the cheese"
YouTube video - Part 1
Prof. Steve Litt and Prof. Tim Richardson
Richardson and Litt
watch on your own
noted Jan 25 Thu Class
YouTube video - Part 2
https://www.youtube.com/watch?v=pbBw-O_CAWw&feature=youtu.be
Prof. Steve Litt
-------------------------------------
 
Chpt 1

"..set of value seeking activities that take place as people go about addressing needs"

Consumer Behaviour - a new field

Consumer Behaviour in 
"Emerging Markets"
China
India
Africa

Psychology / Neuroscience

Consumers treated badly
- passport office
- college registrar
- hospital emergency

understanding competition

3 Orientations p. 8. 
YouTube Video (the Omega Watch)
o Product Orientation 
o Sales Orientation 
o Marketing Orientation
review from MRK106
did Jan 18

touchpoints p. 9

Marketing Strategy p. 9
Goal is to Survive, not necessarily "Win"

Innovation p. 11
Observational Marketing
Ergonomics
Functional Design
Humanistic Design
o Samsung Edge phone
o iPhone better camera

Interpretive Research
Quantitative Research
Qualitative Research
advantages and disadvantages

Data Driven
Data Analtics
 ...data-analytics-big-data.htm
Chpt 2

CVF
Consumer Value Framework

discussed Feb 1 Thu Class
discussed Feb 2 Fri Class

Chpt 2 Powerpoint

Hedonic Value  p. 28
did Feb 1 Thu Class
did Feb 2 Fri Class
from "Hedonism"
immediate gratification from "consuming"
- emotional
- subjective

Marketing Strategy p. 29
did Feb 1 Thu Class
did Feb 2 Fri Class
.

Total Value Concept p. 30-31
------------------------------------
G O P S T
did Feb 2 Fri Class
 o Goal
 o Objectives
 o Plans
 o Strategies
 o Tactics
as taught in BAM101
- Strategies are for doing Plans
- Carrying out the Plan leads to accomplishing the Objective
- Achieving Measurable Objectives means you have reached your Goal
------------------------------------
CLV and "Velvet Rope"
Customer Lifetime Value p. 37

did Feb 1 Thu Class
did Feb 2 Fri Class
 -----------------------------------
Elasticity p. 33
Elastic Demand
Inelastic Demand
did Feb 2 Fri Class
 

Product Differentiation p. 33

Perceptual Maps

noted Feb 2 Fri Class
segmentationstudyguide
.com/understanding-perceptual
-maps/perceptual-maps/
a recommended source of info

How marketing and consumer trends drive unusual consequences
did Feb 2 Fri Class

example: 
Bacon Big Mac
click
equals
Coy-wolves north of  the GTA
click
discussed Feb 2 Fri Class
--------------------------------------
 
Chpt 3

Consumer Perception p. 41
Perception? vs. Reality?
did Feb 1 Thu Class
WTGR adds Real vs. Digital?
discussed Feb 1 Thu Class

Exposure, Attention and Comprehension  p. 42

Consumer Perception Process
did Feb 1 Thu Class
did Feb 2 Fri Class
o Sensing
o Organizing
o Reacting

Selective Perception p. 46
Subliminal Persuasion p. 47
did Feb 1 Thu Class
did Feb 2 Fri Class
.
Toyota Swagger Wagon
minivan commercial
did Feb 1 Thu Class
did Feb 2 Fri Class

JND  p. 48
Just Noticeable Difference
did Feb 1 Thu Class
did Feb 2 Fri Class
- how you can notice the difference between two things
-  -  - -  -  -  -  -  -  -  -  -  -  -  -
Small Move, Big Gains
CBC article
Tim Horton's
McDonald's
small moves are the result of keen insights
added Feb 7
-  -  - -  -  -  -  -  -  -  -  -  -  -  -

JMD  p. 49
Just Meaningful Difference
did Feb 1 Thu Class
did Feb 2 Fri Class
- what is the smallest difference that can be created to influence ther consumer

Factors that get attention p. 52

Text's list
noted Feb 1 Thu Class
noted Feb 2 Fri Class
 o Intensity of Stimuli
 o Contrast
 o Movement
 o Surprising Stimuli
 o Size of Stimuli
 o Involvement

Factors that get attention for Millenials (our MRK513 list)
began Feb 1 Thu Class
began Feb 2 Fri Class
 o Unique Sounds (Intel)
 o 
 o 
 o 
 o 

Case (end of Chpt 3)
Target Stores failure

WTGR's Dot.Com Failures
briefly Feb 1 Thu Class
briefly Feb 2 Fri Class
 
Chpt 4

Comprehension p. 58-59
did Feb 8 Thu Class
did Feb 9 Fri Class
-------------------------------------

why saving time is an integral part of business and marketing
did 
------------------------------------
Characteristics of the Message
p. 61
did Feb 8 Thu Class
did Feb 9 Fri Class
Intensity
Colour
Font
Numbers
Spacing

Lawyers business cards
versus
Real Estate business cards

Message Source
p. 63
Mel Lastman, Bad Boy
did Feb 8 Thu Class
did Feb 9 Fri Class

Geico Caveman commercials
 youtube.com..original
did Feb 8 Thu Class
did Feb 9 Fri Class

Message Receiver
Physical Limits
Environment Characteristics
Framing
Prospect Theory p. 67
positive, negative
did Feb 8 Thu Class
did Feb 9 Fri Class

Timing p. 68
time of day
length of message, seconds versus minutes
Chpt 5

Homeostasis p. 80
maintain the same

Self-Improvement p. 81
get better stuff

Motivation Theory
Maslow's Hierarchy
of Needs
 o Safety Needs
 o Social Needs
 o Personal Needs
.
click

Utilitarian Motivation p. 83
Hedonic Motivation p. 83
- personally gratifying
 
Motivation by Simon Sinek
added March 7th

our MRK513 video about 
How to Motivate 
Millennials
https://www.youtube.com/watch?v=LZGi4yjRGfM&feature=youtu.be
- created 2018 March 
- uploaded 2018 Mar 14
- 7 min 22 sec
Consumer emotions p. 85
Visceral emotions
(literally gut feelings)

Mood p. 87
Measuring Emotion

PANAS
Positive affect
Negative affect
 
Chpt 6
BRANDING
Brand Personality 
p. 106-107 in 2nd Ed. text
------------------------------
Marketing Demographics
http://www.youtube.com/watch?v=XFxwDNTcI_s
12 min 42 sec
Video made in 2010 by WTGR
Video made for MRK106 and MRK200 but applies to MRK513

Demographic Dimensions
.
Psychographics
p. 108-111 Text 2nd Ed.
.
- Lifestyle Analysis
    - Activities
    - Interests
    - Opinions
    - Demographics.

Chpt 7

Message Appeal
p. 135-138 Text 2nd Ed.
Kewl Commercials
Weird Ads
link added March 29
Sex Appeal
Humour Appeal
Fear Appeal
Violence Appeal
+
Patroitism
 
Chpt 8
Cultural environment
- marketing to diasporas

Hofstede
link noted March 29
page 147 Text 2nd Ed.
http://www.youtube.com/watch?v=Pmb_dDQ-h6o
,d
marketing to different 
cultures - "DIASPORA"
- discussed Diaspora

Cultural environment
did Mar 8 Thu Class
did Mar 9 Fri Class
we will discuss how understanding different cultures is a big part of understanding consumer behaviour..and we will make our own "in class" video discussing specific things about specific cultures present in the Canadian market.
 
 
Chpt 9

 
Question: do we have a discussion of culture by ethnicity? .. or demographics, ie Millennials (Simon Sinek)
versus 
Gen X (1965-1980)
versus 
Boomers (1946-1964)

Microcultures

Income trends and spending patterns
p.167 2nd Ed. Text
Male Female Segments
World Teen Culture
Gen X
Millennials
p.171   2nd Ed. Text

https://www.youtube.com/watch?v=ff3ZybHZj5U&feature=youtu.be
James Alofs
Millennials in China
.
in class
March 15, March 16

Success leaves clues
did Mar 15 Thu Class
did Mar 16 Fri Class

https://www.youtube.com/watch?v=UviJ4fHNopE
Millennials World Wide
from the Thursday Section
added 2018 April 4th

https://www.youtube.com/watch?v=zd1HwY2rf9c&feature=youtu.be
Millennials World Wide
from the Friday Section
Israel, Canada, India, China
added 2018 March 16th

Who are Millenials?
did Feb 1 Thu Class
did Feb 2 Fri Class
The challenge of understanding, and motivating, Millenials
Micah Tyler video
showed Feb 1 Thu Class
showed Feb 2 Fri Class

Millenial Job Interview
2 min 50 sec
added 5pm Feb 2nd

Canadian Population Pyramid
p.171   2nd Ed. Text

Foreign born Canadians
1st, 2nd, 3rd generation
p.175   2nd Ed. Text

Visible Minority Groups
p.177   2nd Ed. Text

Social Influences
Family Influences
- social class
- reference group
- opinion leader (bloggers!)
 
Chpt 10

Group and Interpersonal Influence

Group Influence
Groups in 
Japanese culture

Conformity
Peer Pressure

Brand Community
H.O.G.
https://www.harley-davidson.com/ca/en/owners/hog.html
p. 188 in 2nd Ed. text

Social Media
Social Networks
p. 193 in 2nd Ed. text
..
Overall Promotion PPT
The Promotion Mix
which you did in MRK106
Personal Selling
Mass Selling
- Advertising
- Publicity
- - Viral Marketing
p.198 2nd Ed. Text
- - - WOM Word of Mouth
- - - Buzz Marketing
- - - Guerrilla Marketing
- - - Stealth Marketing
Sales Promotion


Guerrilla Marketing
did March 23 Fri Class
- Asymmetrical Marketing
- Ambush Marketing
p.198 in  2nd Ed. Text

Emerging Trends in family structure
p.201 2nd Ed. Text
 
Chpt 11

"Time" and Consumer Behaviour

Time Pressure

2 min 42 sec
p.210 2nd Ed. Text
did March 23 Fri Class


1 min 14 sec
Engaging the audience by discussing the saving of time
did March 23 Fri Class

Time of Year
Time of Day/Circadian Cycles

Impulsive shopping
p.216  2nd Ed. Text
 
 

 


 
 
Chpt 12

Brand Loyalty
p. 236-237 in 2nd Ed. text
 
Chpt 16

Marketing Ethics
(discussed in BAM101)
and Consumer Behaviour
 o manipulative marketing practices
 o deceptive advertising
 o corporate scandals
 

Managing Products and Brands

BRANDING

Brand Awareness 
Brand Personality 
p. 106-107 in 2nd Ed. text
o Brand Recognition 
d
o Brand Allegiance
di
o Brand Ambassador
o Brand Equity 
o Brand Licensing 
 

Branding Strategies
p.

Private Branding p. 298
no Frills, Loblaws
Mixed Branding p. 298

0
Push versus Pull
did
video
page 442-443 10th Ed. text
--------------------------------------
Online Buying

e-commerce
d
Benefits and Limitations
di
--------------------------------------
Redneck Marketing ?

1 min 18 sec

-------------------------------
FINAL EXAM
 

2018 
MRK513 Section NMS
Newnham Campus
Thursday Class E1406
1:30 - 4:10 pm

Jan 18
Jan 25
Feb 1

Feb 1
Feb 8
Feb 15
Feb 22
NO Mid Term in MRK513
Feb 26 - Mar 2 study week 2018
Mar 8
Mar 15
Mar 22
Mar 29 last class
Apr 5 Presentations
1.Tesla/Motosport
2. Starbucks
3. Westjet
4. Mercedes
Apr 12 Presentations
5. Samsung Phones
6. Google Pixel Phone
7. Porsche cars
8. Lego
4. (Fri) Amazon Echo
Presentation Tips

Thu Section final report due April 19th 
- when you come to do the exam
 

FINAL EXAM April 19
exam done "in class"
.
GRADES DUE April 25th

MRK513 Section MMS
Markham Campus
Friday Class room M300
1:30 - 4:10 pm

Jan 19
Jan 26  (1/2 class)
Feb 2

Feb 2
Feb 9
Feb 16
Feb 23
NO Mid Term in MRK513
Feb 26 - Mar 2 study week 2018
Mar 9
Mar 16
Mar 23
Mar 30 no class
Good Friday Holiday

Apr 6 last class
Apr 13 Presentations
1. Redbull
2. Mercedes
3. Starbucks
4. Amazon Echo
5. Samsung Inc.
6. Fitbit Ionic
Presentation Tips

Fri Section final report due April 20th 
- when you come to do the exam

FINAL EXAM Apr 20
exam done "in class"

GRADES DUE April 25th

.
 
http://www.youtube.com/watch?v=bcuw9bMYgHY http://www.youtube.com/watch?v=8tXadb6IsKI http://www.youtube.com/watch?v=Zh_3o1npTEg http://www.youtube.com/watch?v=k1w28eG3jyA http://www.youtube.com/watch?v=xRrPMWWENhM http://www.youtube.com/watch?v=TI8JxwBvnII http://www.youtube.com/watch?v=wCxYyI_iWj0
Read The Newspaper
Part 1
Read The Newspaper
Part 2
getting rich on the stock market
Read The Newspaper
Part 3
learn an
Industry Sector
Read The Newspaper
Part 4
Business magazines
are important
Earning
Class
Participation
Marks
- basics
Class
Participation
- how you earn the highest marks
Class
Participation
- how they are calculated
- the numbers
..
http://www.youtube.com/watch?v=LxguksrUZfk http://www.youtube.com/watch?v=B7e9WSnC0Tk http://www.youtube.com/watch?v=ybZbld2gyLI http://www.youtube.com/watch?v=bsPyhq52IwU
Group Work
- what the Report should look like
- binding, pages, table of contents
Group Work / Reports Part 2
The importance of using "Mature Language" in your writing
Group Work / Reports Part 3
important considerations
Group Work / Reports Part 4
Coordinating the submission
Communication w group members
.
GRADING STRUCTURE / ACTIVITY  VALUE / MODES OF EVALUATION / MARKING GUIDE
 
Quiz, Class Participation and Class Contributions
Assignments
40 %
Group Project Report, and
Group Project Presentation
30%
Final Exam 30%

 

Group 
Project 
Report 
Description of what to do
 
  • Fundamentally the purpose of the project is to allow you to understand the main Learning Objectives of the course in a practical way so you can see how they apply to a company trying to have a better understanding of Consumer Behaviour so they can be more effective in their
    • Marketing Mix (which you learned in MRK106)
      • 1. Product / Branding
      • 2. Price (Pricing Objectives)
      • 3. Promotion
        • Mass Selling
          • Advertising
          • Publicity
            • Viral Marketing and 
            • Social Media
        • Sales Promotion
        • Personal Selling
      • 4. Place
        • Locations and Distribution
  • And - it is understood that the things that effect Consumer Baviour can be categorized according to the 6 Environments (which you learned in BAM101). So when you do this project, one of the things that should be done by someone in the group is discuss how your situation is effected by the current circumstances of those 6Es'
      • 1. Political Environment - laws, rules and regulations
      • 2. Economic Environment - income, currency exchange rate, cost of living expenses, wages
      • 3. Social Cultural Environment - languages, cultural influences, lifestyles
      • 4. Technology Environment - access to communications (WiFi), how technology allows consumers to make decisions
      • 5. Geographic Environment - weather, sunset/sunrise patterns, travel conditions
      • 6. Competitive Environment - competition from similar vendors, competition from unlikely sources

      •  
  • What you will do is .... pick a company, and a specific product / service marketed by the company, and discuss what things about Consumer Behaviour the company needs to understand to be effective
  • Basically, you look at most (not all) of the main topics discussed ib the course, and comment on how you think the company is doing well, or poorly, at that particular point, and, what they might improve on
    • for example in Chpt 2..Hedonic Value - you might comment on how the company has been really good, or poorly, at allowing customers to get some immediate "gratification" from using the product - better than the competition (you can deduce this from user comments in various online forums and FB user groups
    • for example in Chpt 2..Segmentation - you might comment on how the company has been really good, or poorly, at creating sizes and colours and features of their product to fit the segmentation they chose
    • for example, in chpt 3..Factors that get Attention - you might comment on how the company is great at creating in the consumer's mind an understanding of how their advertising is great at getting attention through using Movement Stimuli
.

Group 
Project Presentation
Description of what to do 
.


 

Professionalism:  All students are expected to demonstrate professionalism, as outlined in the document, Marketing Programs: Guidelines and Policies on Professionalism.  Failure to demonstrate the required professionalism will result a deduction of up to 10% from the final grade for the course.  Alternately, demonstrating exceptionally strong professionalism can result in an increase of up to 5% in the final grade.  The Marketing Programs: Guidelines and Policies on Professionalism document will be provided by your Professor.  Please refer to it for additional information.
 

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