|Due By (Pacific Time)||12/11/2016 12:00 pm|
Effective personal selling is about shaping (some call it manipulating) Consumer Behavior. Knowing what individual variables a consumer possesses can help a sales person tailor their pitch or approach. For this assignment, you need to watch one hour of a network selling channel (QVC or Home Shopping Network) or watch at least an hour-long infomercial. Note which individual influences that the host targets in their pitch process. Do they use self concept, how the consumer would feel or how the consumer would look at among their peers?(to name a few) There is a plethora of ways that these “hosts” sell products. Look for those individual difference variables that are unique to the individual and those that influence behavior. These variables include:
Personality can be thought of as those thoughts, feelings, traits, emotions, and characteristics that identify us as individuals. Self-concept, while an elusive concept, essentially describes all of the thoughts and feelings we have about ourselves. Psychographics attempts to understand consumers based on their lifestyle, i.e., how they live, work, and play. Psychographics also examines an individual's attitudes, opinions, and interests. Level of involvement can have a dramatic impact on consumer behavior. Essentially, this concept deals with the relative importance of a product, service, or decision from the perspective of the individual consumer. As the importance (involvement) increases, consumers tend to be more deliberate and careful in the decision-making process. Motivation is the driver of action. How a person manipulates perception can be applied through the perception process (do they physically show how the product is sensed and do they demonstrate use situations for interpretation and storage in a consumer's memory). Last, what type of learning techniques might the host use (classical or operant/instrumental) to give the consumer their marketing message?
Consumers are motivated to act by internal or external stimuli. Typically, these actions are directed at satisfying unfulfilled needs. There is a very strong linkage or relationship among attitudes, beliefs, and behaviors. An attitude is a predisposition to react to a stimulus in a consistent manner. In other words, if we are favorably disposed to a product, we are likely to react in a positive way to anything related to that product. Marketers are very interested in attitudes and beliefs because they are highly correlated with behavior in the marketplace. Brand loyalty is one indication of a strong positive attitude in a consumer about a particular brand.
It is important to note that while these factors deal with individual behavior, marketers attempt to group consumers who share the same profile into segments that are large enough to be targeted.
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