Marketing Psychology

Get inside your Customers Head.

Getting their attention is the starting point -and you need to be noticed if there is ever any chance of that happening.

Did you Know?

In retailing (at least), shoppers can be categorised into the following four groups:

1. Economic Shoppers: Most interested in prices, value, product quality & economic factors. Not so interested in treatment by staff, decor of the store, location etc.

2. Personalising Shoppers: Enjoy the interaction with sales staff, preferring to shop with sales staff they know & like.

3. Ethical Shoppers: Avoid large chain stores or companies that tend towards monopolies or deal with products which are judged unethical. Don't shop at big supermarkets because "they are putting the small man out of business" Prefer to buy food from the biodynamic shop because it hasn't been treated with chemicals... etc

4. Apathetic Shoppers: Don't like shopping, and go to the most convenient supplier.

Through an understanding of things such as this, a sales or marketing person is able to better manage their marketing effort, and conduct their work in a more efficient and appropriate way. This is just one of many aspects to this course.

There are 8 lessons in this course:

1. People as Consumers
   • Scope and nature of marketing
   • Reasons for marketing
   • Types of customers: loyal, discount, needs based, wandering, impulse
   • Economic, economic, personal, apethetic shoppers
   • Understanding reward options: rational, sensory, social, ego satisfaction
   • Influence on customers
   • Physical factors
   • Consumer problems
   • Attitudes
   • Beliefs
   • Affects
   • Behavioural intention
2. Market Segmentation
   • Geographic
   • Demographic
   • Age
   • Sex
   • Socio-economic
   • Geodemographic
   • Psychological segmentation
   • Segmentation by usage
   • Segmentation by benefit
   • Global segmentation
   • Entry into foreign markets
   • Total Product concept
   • Personal influences
   • Diffusion of new products
3. Internal Influences Perception & Personality
   • The senses: vision, hearing and smell.
   • Multi sensual marketing
   • Thresholds of awareness
   • Sensory adaptation
   • Attention
   • Selective perception
   • Perceptual distortion
   • Perceptual cues
   • Gestalt psychology
   • The Phi phenomenon
   • Subliminal perception
   • Product image and self image
   • Personality theory and application to marketing
   • The MMPI
   • The TATT
   • The Rorschach Ink Blot Test
   • Non Freudean and Freudean theories
   • Self theory
   • Self image marketing
   • Trait theory
   • Brand personality
   • Relationship segmentation
4. Internal Influences -Motivation and Awareness
   • Learning
   • Behavioural approach
   • Classical conditioning
   • Operant conditioning
   • Cognitive approach
   • Memory and marketing
   • Modelling
   • Motivation
   • Maslow's heirachy of needs
   • Different motivations
   • Inertia
   • Involvement
   • Antecendents of involvement
   • Properties of involvement
   • Outcomes of involvement
   • Specific needs
   • Unconscious motivation
   • Creating needs
   • Semiotics
5. Social Influences
   • Understanding society
   • Family influences
   • Family changes
   • Family lifecycle
   • Households
   • Socialisation
   • Institutional affects
   • Consumer socialisation
   • Family consumer decisions
   • Roles
   • Conflict resolution
   • Changing roles
   • Social and developmental influences
   • Influences on children
   • Marketing and advertising
   • Small groups, Formal and informal groups
   • Membership aqnd reference groups
   • Reference groups and consumer behaviour
   • Variability of products
   • Differences in consumer susceptibility
   • Influence of social class
   • Inheritance
   • Measuring class, class categories and changing class
   • Marketing and Consumer behaviour
   • Cultural influences, communication, ideals and actualities
   • Differences in culture: sub cultures, ethnicity, changes in culture
6. Consumerism
   • Why study the consumer
   • What is a consumere
   • History of consumerism
   • Changes in consumer experience
   • The supplier
   • Business ethics
   • International ethics
   • The market place
   • Consumer action
   • False and deceptive advertising
   • Methods of false advertising misrepresentation, insufficient details, price based methods etc.
7. Communication and Persuasion
   • Attitudes and the concept of attitude towaHow attitudes form
   • How attitudes are changed
   • Practical applications for marketing
   • Message evaluation and selection
   • Message execution
   • Celebrity testimonials
   • What words sell
8. Deciding to Buy
   • Making a decision
   • Rational decisions
   • Heuristic Procedures
   • The decision making process -steb by step
   • Merchandising
   • Trend toward home shopping

Each lesson culminates in an assignment which is submitted to the school, marked by the school's tutors and returned to you with any relevant suggestions, comments, and if necessary, extra reading.

Request your free info pack today!