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Adly El Meliguy St., Mokattam - Cairo, Egypt Mobile: +20 162000007 mostafa.elzeiny@gmail.com
Career Objectives
To obtain a challenging position in the Fleet Admin fields in multinational companies or large national organizations where my prior experience may be effectively utilized and enhanced
Education
1998
B. Sc. Of Commerce Accounting Section Faculty of Commerce Cairo University Grade: Fair
1993
Thanaweya Amma
Segmented by marketers by
demographics
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Organization/group as
consumer
4/12/2012 Copyright 2011 Pearson Education
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Understanding people/organizations to
satisfy consumers needs
Knowledge and data about customers: Help to define the market Identify threats/opportunities to a brand
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Discussion
What are some products or services that are widely used by your social group?
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The things we
value
The things we do
in our spare time
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Popular Culture
Marketers influence preferences for movie and music heroes, fashions, food, and decorating choices.
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Consumer-Generated Content
When everyday
people voice their opinions about products, brands, and companies on blogs, podcasts, and social networking sites such as Facebook
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Self-Concept Attachment
Nostalgic Attachment
Interdependence
Love
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Wired Americans spend Less time with friends/family Less time shopping in stores More time working at home after hours
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Cultural differences in ethics: Codes of ethics less formal in Mexico U.S. Foreign Corrupt Practices Act
prohibits use of bribery by U.S. businesspeopleno matter where theyre doing business Bribery commonly practiced in other countries
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1953 1958
1958 1966 1966 1967
1969
1972 1975
1975
1990 1998
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versus
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Advertisers simply
do not know enough about people to manipulate them
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Discussion
Advertisers are often blamed for promoting a materialistic society by making their products as desirable as possible.
Do you agree with this? If yes, is materialism a bad thing? If no, what are your reasons?
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Consumer Activism
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Consumer terrorism
Addictive consumption
Compulsive consumption
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Social Psychology
Sociology Macroeconomics Semiotics/Literary Criticism Demography History Cultural Anthropology
4/12/2012 Copyright 2011 Pearson Education
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Chapter Summary Consumer behavior is a process. Consumer use products and brands to define
their identity to others.