Page 206 - Marketing the Basics 2nd

198 Marketing: the Basics
2 List the major factors that affect buyer behaviour. Which factors do you think are losing influence and which do you think are gaining influence? Are there factors that are missing?
3 List the stages of the buyer decision process. Is the process applicable for every product? How can taste-setters influence the process? What makes a taste-setter so special?
4 What are the advantages and disadvantages of using (a) focus groups, (b) interviews, and (c) association techniques?
5 What are the ethical implications of using neuromarketing?
6 What are the advantages and disadvantages of using
simulators to build virtual economies?
SUGGESTIONS FOR FURTHER READING
Al Ries and Laura Ries, The Fall of Advertising and the Rise of PR, New York, Harper Collins, 2004. A father and daughter team discuss the rise of buzz and how to use it in your business.
Emanuel Rosen, The Anatomy of Buzz Revisited: Real-life Lessons in Word-of-Mouth Marketing, New York, Broadway Business, 2009. The author of the first big book on buzz marketing refines his thinking, this is an excellent foundational read for anyone trying to get a handle on buzz.
Leon Schiffman and Leslie Kanuk, Consumer Behaviour, 10th edition, Upper Saddle River, NJ, Prentice Hall, 2009. A textbook which has proven itself over nine previous editions, it gives you all you need and want to know about consumer behaviour.