ENVIROMENTAL ANALYSIS

The environment has a huge influence over consumers and marketing strategy. The main tool used in macroenviromental analysis is the PEST ANALYSIS. In microenvironment, we'll focus our attention in the FIVE FORCES ANALYSIS, about our industry and rivalry. At last, we'll finish with the SWOT ANALYSIS, in wich we'll summarize our situation.

ACTUAL AND IDEAL SELF

Here you can find some ads that can be useful for your home works:

OTRA FORMA DE BILINGÜISMO

Aquí podéis ver un ejemplo de profesor bilingüe aún peor que yo:

THE SELF

Here you have the slide presentation about THE SELF

ATTITUDES

You can find here the slide presentation we have used for ATTITUDES. Youcan download your here TASKS too

MOTIVATION TASK 6

MATERIALISM; Find out three examples of products or services that have become indispensable

MOTIVATION TASK 5

Show us two example of each level of involvement. You can use brands, ads or purchase deccisions

MOTIVATION TASK 4

Try to find out hidden motives in these purchase situations:

1.1.-Buying a car

2.2.-Choosing clothes

3.1.-Travelling

MOTIVATION TASK 3

Answer these questions:

1.1.-Where do you put belongingness and self-actualization in an suicide terrorist?

2.2.-Where is your house-home?

3.3.-Explain all the ways in which sex would be include in all the need levels

4.4.-Distribute 100 points between the five levels in order to show us where do you put yourself

MOTIVATION TASK 2

Place the following items in the Maslow´s pyramid:

1.1.-Eating in an expensive restaurant

2.2.-Play football

3.3.-Travel to Cancún

4.4.-To look after your children

5.5.-To move to a new detached house

MOTIVATION TASK 1

Answer these questions:

1.1.-Explain how religion affects to wearing

2.2.-Are there some cultural troubles when you try to sell iberian ham in US?

3.3.-Provide us with three examples of wishes that you have gave up to fill up

4.4.-Can Marketing overcomes your resignation to fill up your wishes?

MOTIVATION

Let's go with our third lesson: MOTIVATION. You can find the slide presentation in this link or visit my web site with the html version with the Alexandria web translator. And you can have a look to the motivation tasks

LEARNING AND MEMORY TASK NUMBER 6

Collect some pictures of “classic” products that have high nostalgia value. Show these to consumers and allow them to make free associations. Analyse the types of memory that are evoked, and think about how these association might be employed in a product’s promotional strategy.

LEARNING AND MEMORY TASK NUMBER 5

Answer those questions:

a.Why do you think is better the name BMW than Bayerise Motoren Werke?

b.In which ways are used interference in politics?

c.What do you think BMW is doing in their ads, where their cars don’t even appear?

LEARNING AND MEMORY TASK NUMBER 4

You have to choose two well known brands in the same market (as Coviran vs Mercadona or Mercedes vs BMW) and collect at least five propositions or beliefs, in order to build your own schema

LEARNING AND MEMORY TASK NUMBER 3

Identify some important characteristics for a product with well-known brand name. Based on these attributes, generate a list of possible brand extension or licensing opportunities, as well as some other that would be unlikely to be accepted by consumers.

LEARNING AND MEMORY TASK NUMBER 2

Identify three patterns of reinforcement and provide an example of how each is used in a marketing context.

LEARNING AND MEMORY TASK NUMBER 1

You have to think in a product with high cost and long use, and in another of low cost and frequent use. Find out some ways to use classical conditioning with those products. ¿When do you think classical conditioning is more effective?

WASHING POWDER ADS

Washing powder ads can be very funny. Here you have two examples:

ONE MORE AD

Here we have other ad plenty of surprising elements and humour:

OTHER COUNTRY, OTHER MESSAGES

There are countries in wich BMW try to sell using ads about speed. The following ad was banned:


As you have seen a very different message ar used in France or in Spain

ELDERLY AD

Here you have an example in wich BMW has adapted his ads to older customer. I don't think the target are the elderly, perhaps are the middleaged, for about 50 or 60 years old.

LEARNING AND MEMORY TASKS

In order to make esaier the correction, send me by e-mail only one doc file with all your this lesson task. I'll copy and paste after that in each comentary box.

Thanks

LEARNING AND MEMORY

We are following now with the second internal factor: Learning and memory. You can download the presentation and the notes in these links

PERCEPTION TASK DEAD LINE

I'm sorry but many of you haven't still done any exercise. You should finish all your perception task on Tuesday, 23th October.

PERCEPTION TASK NUMBER 7

There are two different types of consumer decision-making processes: Simple, for reiterative and cheap purchases and complex, for durable and expensive products. Try to find out why the washing powder ads are so simple and reiterative . Are they really so bad?

PERCEPTION TASK NUMBER 6

Why are there different white brands in Mercadona for kids and clean products?

PERCEPTION TASK NUMBER 5

There is a big difference between Lidl and Mercadona. In Lidl, there is only one brand in each article, all of them different and owned by Lidl. In Mercadona, there are two brands product: the leader one and Hacendado, owned by Mercadona. You must find out three opportunities and three threats in those policies.

PERCEPTION TASK NUMBER 4

Discuss the following strategy: in order to increase the time our customers are spending in our stores, we’ll change monthly one section from one place to another.

PERCEPTION TASK NUMBER 3

As you probable know, when we grow older, our sensory abilities decline. You must find out three threats and three opportunities from this fact.

CONSUMER BEHAVIOUR, A EUROPEAN PERSPECTIVE

El libro recomendado en la primera parte de la asignatura es Consumer Behaviour, a European Perspective, de Solomon y otros autores, editado por Prentice-Hall. En el enlace puedes acceder a su reseña bibliográfica

EVALUACIÓN

Criterios generales:

Los alumnos deberán realizar todas las tareas propuestas a lo largo de las diferentes unidades didácticas, contando con dos puntos adicionales en aquellas tareas realizadas en inglés y consultando fuentes inglesas. Por lo general, se evaluará cada actividad de acuerdo a los siguientes criterios:

CATEGORÍA	SOBRESALIENTE 10-9	NOTABLE 8-7	BIEN-SUFICIENTE 6-5	INSUFICIENTE 3
Contenidos ( 50 %)	Maneja todos y cada uno de los conceptos de forma exhaustiva	Maneja la mayoría de los conceptos de forma exhaustiva	Maneja muchos conceptos pero de forma superficial	Maneja pocos conceptos superficialmente
Estructura (10%)	Ha elaborado una estructura propia, organizada y original.	Sigue un orden propio y organizado pero poco original.	Tiene una estructura que no es del todo organizada, ni personal.	Falta organización en los materiales.
Dedicación (10%)	Ha dedicado todas las horas de trabajo en clase a la elaboración del proyecto.	Ha trabajado todas las horas dedicadas en clase a este proyecto pero con algunos descansos.	Ha faltado a clase algunos días aislados.	Ha faltado a más del 20 % de las clases.
Redacción (10%)	Corrección sintáctica y léxica, fluidez en la expresión de las ideas, originalidad en la expresión.	.Corrección sintáctica y léxica, fluidez en la expresión de las ideas, pero falta originalidad en la expresión,	Corrección sintáctica y léxica pero escasa fluidez y falta de originalidad.	Algunas incorrecciones ortográficas, sintácticas o léxicas, falta de fluidez.
Formato (10%)	Maneja muchos recursos con soltura. Presentación cuidada.	Maneja recursos pero con algún fallo .	Hay algunos errores en el formato.	Hay bastantes errores de formato.
Motivación (10%)	Manifestó gran interés por el trabajo, preguntó al profesor todas las dudas, amplió la información aportada por el profesor, ayudó a sus compañeros.	Manifestó interés por el trabajo pero no hizo demasiadas preguntas al profesor ni amplió la información.	Se limitó a realizar la tarea de forma correcta.	Se limitó a salir del paso.

PERCEPTION TASK NUMBER 2

Everybody is upset with the advertising clutter on TV. Describe three ways to avoid this and get the spectators attention.

One more time, you can be helped by Joyce in order to do it in English

PERCEPTION TASK NUMBER 1

Few years ago, newspapers Internet edition had to give up collecting money from their subscriptions. Now, they need collect all the money from advertisement. Search El País, El Mundo and Ideal and describe how are they including publicity in their sites, describe too their strong and weak points, and describe how they can improve without losing their readers.

If anyone wants to do this task in English with papers like NY Times, The Independent, Washington Post and so on, he can get two extra points and he can be helped by Joyce

Please, send you me your works like comentaries or by e-mail

PERCEPTUAL PROCESS

We have started with the first internal factor in consumer behaviour: PERCEPTION.
You can get the ppt document and the notes in these links.

INTRODUCTION

PRESENTATION OF THE MODEL

We can define the consumer behaviour process like the activities whole that a person or organitation does since the problem admision till the product or service purchase and its use.

Consumers are under the influence of the four "P" marketing mix variables that our enterprise can use: Product development, Pricing, Placement and Promotion. But he is envolved in a political, economic, sociocultural, familiar and random environment; all those are external variables. But he´s got some internal variables too, like motivation, percepcion, experience, personality and attitudes. All variables, internal and external, have a huge influence in the buying decision process: Problem admission, product searching, choice evaluation, purchase decission, use the product or service and postbuying evaluation.

Product development	Pricing	Placement	Promotion
			Publishing	Personal sales	Promotion sales	Public relations

Internal factors	Buying decision process	Environment
Perception Learning and Memory Motivation Attitudes Personality	Problem admission Information search Evaluation of alternatives Product choice Outcomes	Political environment and laws Economic Sociocultural Tecnology Family Random factors

In Marketing and Consumer Behaviour theory we study first the internal factor and after that the buying decision process. Then we´ll go to environment analysis, and we´ll end with the marketing mix variables

PRESENTACIÓN

Bienvenidos al Blog de la asignatura GCM del ciclo superior de Administración y Finanzas del IES Acci. A través de esta página iremos presentando los distintos temas y enlazando a diferentes sitios y archivos. Gran parte de las tareas que os encargue las haréis en forma de "comentario", de forma que todos veáis el trabajo de todos. Obviamente, se primará el hecho de ser el primero en escribir los comentarios y su originalidad.

Los archivos con los temas y ejercicios podréis descargarlos también del Grupo de Google que he creado:

Gestión Comercial y Márketing IES Acci

Consultar este grupo