1. Lesson 3 (Culture)
1.1. Where can it be seen from?
1.1.1. Beliefs
1.1.2. Values
1.1.3. Behavior
1.2. Forms of cultural learning
1.2.1. Formal (Learning from elders in family)
1.2.2. Informal (Imitating others)
1.2.3. Technical (Taught by teachers)
1.3. Acquisition of culture
1.3.1. Enculturation (Learning of one's own culture)
1.3.2. Acculturation (Learning of new or foreign culture)
1.4. Hofstede cultural dimension
1.4.1. Power distance index
1.4.2. Individualism vs colllectivism
1.4.3. Masculinity vs feminity
1.4.4. Uncertainty avoidance
1.5. Multinational marketing strategies
1.5.1. Global
1.5.2. Mixed (Customized product + Uniform message)
1.5.3. Mixed (Uniform product + Customized message)
1.5.4. Local strategy
2. Lesson 4 (Family and social class)
2.1. Household life cycle
2.2. Household decision making roles
2.2.1. Influencer
2.2.2. Gatekeeper
2.2.3. Decider
2.2.4. Buyer
2.2.5. Preparer
2.2.6. User
2.2.7. Maintainer
2.2.8. Disposers
2.3. Conflict resolution
2.3.1. Bargaining (Reaching a compromise)
2.3.2. Impression management (Misrepresenting facts)
2.3.3. Use of authority (Using superior expertise or role)
2.3.4. Reasoning (Using logical argument)
2.3.5. Playing on emotions (Capitalizing on others feelings)
2.3.6. Additional information
2.4. Social class
2.4.1. Upper upper class
2.4.2. Nonveu rich
2.4.3. Upper middle class
2.4.4. Lower middle class
2.4.5. Upper lower class
2.4.6. Working poor
2.4.7. Underclass
3. Lesson 5 (Communication)
3.1. Types of communication
3.1.1. Impersonal communication (One-way)
3.1.2. Interpersonal communication (Two-way)
3.1.3. Interactive (Can be both one-way or two-way)
3.2. Sender
3.2.1. Informal source (Parent or friends giving advice)
3.2.2. Formal source (Brand owners)
3.2.3. Normative reference groups (Families and friends)
3.2.4. Comparative reference groups (Celebrities)
3.3. Message
3.3.1. Elements in message structure
3.3.1.1. Advertising resonance
3.3.1.2. Message framing
3.3.1.2.1. Positive
3.3.1.2.2. Negative
3.3.2. Persuasive advertising appeals
3.3.2.1. Celebrity
3.3.2.2. Comparative
3.3.2.3. Fear
3.3.2.4. Humour
3.3.2.5. Sexual
3.3.2.6. Timeliness
3.3.2.7. Audience participation
3.4. Channels of communication
3.4.1. Traditional media (TV, Radio)
3.4.2. Non-traditional media (Online and mobile media)
3.5. Receiver
3.5.1. Central route (Provide complete information)
3.5.2. Peripheral route (Lesser information)
4. Lesson 7
4.1. Freudian theory of personality
4.1.1. id
4.1.2. ego
4.1.3. superego
4.2. Neo-freudian theory of personality
4.2.1. Compliant
4.2.2. Aggressive
4.2.3. Detached
4.3. Trait theory
4.3.1. Consumer innovativeness
4.3.2. Consumer materialism
4.3.3. Need for cognition
4.4. Self-images
4.4.1. Actual
4.4.1.1. How I really see myself
4.4.2. Ideal
4.4.2.1. How I would like to see myelf
4.4.3. Social
4.4.3.1. How I think others see me
4.4.4. Ideal social
4.4.4.1. How I want others to see me
4.4.5. Expected
4.4.5.1. How I expect myself to be in the future
4.4.6. Ought-to self
4.4.6.1. How I think I need to be
4.5. Extending the self
4.5.1. Actual physical extension
4.5.1.1. Allowing a person to accomplish tasks that would otherwise be too difficult to do
4.5.2. Symbolically
4.5.2.1. Transforming a person to a symbol
4.5.3. Bestowing feelings of immortality
4.5.3.1. Making part of the self live on in an object
4.6. Brand personality
4.6.1. Sincerity
4.6.2. Excitement
4.6.3. Competence
4.6.4. Sophistication
4.6.5. Ruggedness
5. Lesson 9 (Learning)
5.1. Classical conditioning
5.2. Operant conditioning
5.2.1. Positive reinforcement
5.2.2. Positive punishment
5.2.3. Negative reinforcement
5.2.4. Negative punishment
5.3. Observational learning
5.4. Cognitive learning
6. Lesson 11
6.1. Approaches to innovation
6.1.1. Firm oriented
6.1.2. Product oriented
6.1.3. Market oriented
6.1.4. Consumer oriented
6.2. Types of innovations
6.2.1. Continuous innovation
6.2.2. Dynamically continuous innovation
6.2.3. Discontinuous innovation
6.3. Product characteristics that influence diffusion of innovation
6.3.1. Relative advantage
6.3.2. Compatability
6.3.3. Complexity
6.3.4. Trialability
6.3.5. Observability
6.4. Adopter categories
6.4.1. Innovators
6.4.2. Early adopters
6.4.3. Early majority
6.4.4. Late majority
6.4.5. Laggards
6.5. Adopter process
6.5.1. Awareness
6.5.2. Interest
6.5.3. Evaluation
6.5.4. Trial
6.5.5. Adoption
7. Lesson 13
7.1. Company social responsibility
7.1.1. Economic responsibilities
7.1.2. Legal responsibilities
7.1.3. Ethical responsiblities
7.1.4. Philanthropic responsibilites
7.2. Covert marketing
7.2.1. Disguised communicator
7.2.1.1. Poser
7.2.1.2. Buzz and viral marketing
7.2.2. Disguised format
7.2.2.1. Advetorial
7.2.2.2. Urgent ad formation
8. Lesson 1
8.1. How customers obtain, consume, dispose
8.2. Types of segmentation variables
8.2.1. Geographic
8.2.1.1. Region
8.2.1.2. City size
8.2.1.3. Density
8.2.1.4. Climate
8.2.2. Demographic
8.2.2.1. Age
8.2.2.2. Family size
8.2.2.3. Family life cycle
8.2.2.4. Gender
8.2.2.5. Income
8.2.2.6. Occupation
8.2.2.7. Education
8.2.2.8. Religion
8.2.2.9. Race
8.2.2.10. Nationality
8.2.2.11. Generation
8.2.3. Psychographic
8.2.3.1. Lifestyle (Activities, interests, opinions)
8.2.3.2. Values
8.2.3.3. Personality
8.2.3.4. Social class
8.2.4. Behavioral
8.2.4.1. Occasions
8.2.4.2. Benefits sought
8.2.4.3. User status
8.2.4.4. Usage rate
8.2.4.5. Brand loyalty
8.2.4.6. Readiness stage
8.2.4.7. Attitude towards product
8.3. Primary research methods (Done by you or your company)
8.3.1. Surveys
8.3.2. Focus groups
8.3.3. Interviews
8.3.4. Observations
8.3.5. Experiments
8.4. Secondary research methods (Done by someone else outside your company)
8.4.1. Internet
8.4.2. Magazines
8.4.3. Newspapers
9. Lesson 2
9.1. Need recognition
9.1.1. Routinized response behavior
9.1.1.1. Low complexity
9.1.1.2. Well-established set of criteria (Price/features/durability)
9.1.1.3. Few alternatives
9.1.1.4. Little or no information needed
9.1.1.5. Low impact on financial
9.1.1.6. High frequency of purchase
9.1.2. Limited problem solving
9.1.2.1. Medium complexity
9.1.2.2. Some basic criteria (Price/features/durability)
9.1.2.3. Moderate number of alternatives
9.1.2.4. Moderated number of information needed
9.1.2.5. Mid range impact on financial cost
9.1.2.6. Moderate frequency of purchase
9.1.3. Extended problem solving
9.1.3.1. High complexity to solve the problem
9.1.3.2. No criteria established (Price/features/durability)
9.1.3.3. Many alternatives
9.1.3.4. A lot of information required
9.1.3.5. High impact on financial cost
9.1.3.6. Low frequency of purchase
9.2. Information search
9.2.1. Internal sources
9.2.1.1. Memory
9.2.1.2. Past experiences
9.2.2. External sources
9.2.2.1. Marketing information (Ads)
9.2.2.2. Non-commercial
9.2.2.2.1. Internet
9.2.2.2.2. Friends
9.2.2.2.3. Family
9.2.2.2.4. Co-workers
9.2.2.2.5. Act of shopping
9.3. Evaluation of alternatives
9.3.1. Evoked set
9.3.1.1. Acceptable brands
9.3.2. Inept set
9.3.2.1. Unacceptable brands
9.3.3. Inert set
9.3.3.1. Indifferent brands
9.3.4. Overlooked brands
9.3.5. Unknown brands
9.3.6. Decision making rules
9.3.6.1. Attribute related (Evaluation criteria such as price)
9.3.6.1.1. Compensatory rule
9.3.6.1.2. Non-compensatory rule
9.3.6.2. Non-attribute related
9.3.6.2.1. Affect referral rule
9.4. Purchase
9.4.1. Trial
9.4.2. Repeat
9.4.3. Long term commitment
9.5. Post purchase
9.5.1. Neutral feeling
9.5.2. Satisfaction
9.5.3. Dissatisfaction (Cognitive dissonance)
9.5.3.1. Strategies to reduce cognitive dissonance
9.5.3.1.1. Increase the desirability of the purchase (Paying special attention to good reviews of the product he bought)
9.5.3.1.2. Decrease the desirability of the rejected alternatives (Realizing that product that was not bought would not be compatible)
9.5.3.1.3. Decrease the importance of purchase decision
9.5.3.1.4. Reverse purchase decision
10. Lesson 6
10.1. Needs
10.1.1. Innate needs (Food, water, clothing etc)
10.1.2. Acquired needs (Learned from parents)
10.1.3. Maslow hierarchy of needs)
10.1.4. McClelland's Three Needs Theory
10.1.4.1. Need for achievement
10.1.4.2. Need for power
10.1.4.3. Need for affiliation
10.1.5. Arousal of motives
10.1.5.1. Physiological arousal
10.1.5.2. Emotional arousal
10.1.5.3. Cognitive arousal
10.1.6. Goals
10.1.6.1. Positive
10.1.6.2. Negative
10.1.6.3. Primary
10.1.6.4. Substitute
11. Lesson 8
11.1. Perceptual selection
11.1.1. Selective exposure
11.1.2. Selective attention
11.1.2.1. Sensory stimuli
11.1.2.1.1. Sights
11.1.2.1.2. Sounds
11.1.2.1.3. semells
11.1.2.1.4. Taste
11.1.2.1.5. Touches
11.1.2.2. Sensory receptors
11.1.2.2.1. Eyes
11.1.2.2.2. Ears
11.1.2.2.3. Nose
11.1.2.2.4. Tongue
11.1.2.2.5. Skin
11.2. Perceptual organisation
11.2.1. Figure and ground
11.2.2. Closure
11.2.3. Similarity
11.2.4. Proximity
11.3. Perceptual interpretation
11.3.1. Physical appearance
11.3.2. Descriptive terms
11.3.3. First impressions
11.3.4. Halo effect
12. Lesson 10 (Attitude)
12.1. Functional Theory of attitude
12.1.1. Utilitarian
12.1.2. Ego-defensive
12.1.3. Value expressive
12.1.4. Knowledge function
12.2. Sources of attitude formation
12.2.1. Personal experience
12.2.2. Family and friends
12.2.3. Mass media
12.2.4. Direct marketing
12.3. Components of attitude
12.3.1. Affective (Feelings)
12.3.2. Behavioural (Actions)
12.3.3. Cognitive (Beliefs)
12.4. Hierarchy of effects
12.4.1. Standard learning (Cognition, affect, behavioural)
12.4.2. Low involvement (Cognition, Behavioural, Affect)
12.4.3. Experiential (Affect, Behavioural, Cognition)
12.5. Changing Affective component
12.5.1. Using classical conditioning
12.6. Changing Behavioural component
12.6.1. Using operant conditioning
12.7. Changing cognitive component
12.7.1. Capitalize on relative advantage
12.7.2. Strengthen perceived attribute linkage
12.7.3. Add a new attribute
12.7.4. Influence competitors' ratings
13. Lesson 12
13.1. Digital shopper segments
13.1.1. Shopaholic
13.1.2. Researcher
13.1.3. Savers
13.1.4. Skeptics
13.2. e-SERVQUAL model
13.2.1. Efficiency
13.2.2. Fulfillment
13.2.3. Reliability
13.2.4. Security and privacy
13.2.5. Responsiveness
13.2.6. Compensation
13.2.7. Contact