Culuture

Culture is a society's personality, to shape our identity as an individual.Our deep-rooted cultural values the type of products and services, we are looking for, or avoided.We distinguish between high culture and low culture.Many modern marketers are real engineer.

Fairy tales, express a kind of cultural values, and convey the values in the modern marketing information.Many of our activities including festival ceremony, comb, giving ceremony.We describe the product or the divine.

Successful product, in one culture may fail in another if marketers can't understand the difference between each local consumers.Western (especially American) culture has a great influence around the world, though people in other countries is not necessarily the products we do the same.

Culture is not static, it through mergers and development of new ideas and old.This is the so-called cultural system, and it consists of three functional areas:

Our deep-rooted cultural values the type of products and services, we are looking for, or avoided.

Brand experience

Brand experience conceptualizing is feeling, emotional, cognitive, and behavioral responses induced brand - related stimulation is part of a brand's design and identity, packaging, communications, and the environment.The authors distinguish several dimensions, build brand experience, including four dimensions: sensory, emotional, intellectual, and behavior.In six studies, the authors show that scale is reliable and effective, is different from other brands, this includes assessment of brand, brand, brand accessories, customer happy and brand personality.In addition, brand experience affect customer satisfaction and loyalty of directly and indirectly through the association of brand personality.

Brand experience through all sorts of conditions in the brain to form a potential customers a full of affection and attitude of the brand, to help consumers psychological predict what the project is likely to be associated with.So this is a valuable concept of manufacturer brand project, manipulation, experience can also lead to higher profits.Strong brand, it must provide a clear and unified experience.This means that, for example, with the brand items must appear implement advertising, because the use of the product should not be and expectations.In addition, this means that the brand experience must not too much meaning, because of complicated experience is likely to be diluted potential consumers.Often think of the most successful brands have a sharp and singular experience, because the key exposure through all channels.

Consumers buy not only products (goods or services). They buy the brands.Consumers establish a deep, meaning and the relationship between the brand. A brand attachment of consumers. Consumers to use the brand to express their personalities and their social self.

Once a brand disappoints the consumer, the break-up of the consumer-brand relationship may resemble a relationship break-up or divorce.

By the way, I would like to show my event brand. My event is Happy hat day, this is a charity event. This event charity is Brain Tumor research. In recent years, the incidence of intracranial tumor is on the rise, according to the statistics, intracranial tumor accounted for about 5% of the whole body tumor, accounting for 70% of the tumors in children.Intracranial tumor can happen at any age, the most common for 20 to 50 years old.Children with posterior fossa and the midline tumors more see.So we choose hat this topic let people with brain cancer receive more attention. We choose the best DIY hat and send lovely special hats, which is also hoping people interested in the hat of the man who really need a hat and give them more help. 
In my mind, this kind charity which is our using brand in our event.

In this event, everyone was very happy to play games were also very active.And our food is also very attract customers, we were prepared to potato chips cookies and lots of different drinks.What is more, our MC was also very good, all of people had a very pleasant evening.

Memory and marketing

Memory in market, we hope that the wind came back, the plan and the guidance of statistics and probability in front of us.We develop the market strategy within the framework of chance to work and testing, because they appear.Relative intensity is one way to prove that the best opportunity to find assets continued power.Our quantitative process to scan the entire market to determine the strongest areas.We focus on the industry to attract large-scale capital flow.Then, we analyze stocks within the department to find the best possible chance.Memory market daily report objectively identify outperforming the stock market.Then, we run the quantitative pattern recognition algorithm to identify possible behavior.The report is to give insight into how to deal with the opportunities and actively managing risk.

The memory process




Encoding is the first and most important marketing phase of the memory process.
This is our spiritual program information, determines how we said stimulus in the memory. To create more chances of correlation, we will remember.- the better the more unique.

Consumer learning

Consumer learning can be defined as a process, access to information and experience for the future of consumption they apply to purchase behavior.It is also explained by the change of the contents of long-term memory and behavior.From these definitions can be concluded that this is a process that results in a specific behavior change.

Study consumer learning from two main areas, behavioral psychology (reaction);And cognitive psychology (how to deal with brain stimulation)

Behavioral learning theory is not process oriented but more focused on the input and output is to stimulate people contact and the behavior of the results. 

Adapted from Soloman (2011)

The classical conditioning is divided into the unconditioned stimulus and the conditioned stimulus.The main goal is to create a conditioned reflex, and then they paired together. Finally reach the party UCS deleted, CS will also get the same behavioral response. For example, McDonalds. When people look at the logo they will think about hamburg, chicken wings and  McDonalds this brand.

Instrumental conditioning is to observe behavior related theory, around a philosophy, an action learning by observing the behavior of others.How the others to a particular stimulus and the implementation results.

Cognitive learning theory, on the other hand, discussion, learning occurs as consumers think.It emphasizes the role of psychological process rather than a repeat and incentive of the association.It expounds the phenomenon of information processing, the consumer how to store, retain and retrieve information.This approach is a theory under the theory hemispheral partial side.The theory of the brain is divided into left and right brain.Television advertising is stored in the brain, the left side of the brain and language information processing, including high involvement printing media, Internet, etc.

consumer decision making

Cognitive buying decision is the result of a series of stages, results in choosing a product competition.

Consumer decision making is consumers identify their needs, collect information, evaluation plan, and make a purchase decision.These actions are decided by the psychological and economic factors, and influenced by environmental factors such as culture, group and social value.

It is nothing like a true example, in order to better understand the five stages of consumer purchase decision process.Maybe this situation sounds familiar.

Stage 1 – Need recognition: Sunday night.Are you hungry (internal physiological stimulation) and no in the fridge.Need you to order (statement).

Stage 2 – Information search: You have asked Indian restaurants in the street last month (inside information).A pizza shop friends recommend your neighbors (information) in the external environment.This morning, and you find a sushi restaurant flyer your email (the external information from advertising).


Stage 3 – Alternative evaluation:you have a bad opinion of Indian restaurants have been sick the last time you (can).Recommended by the pizza place is your friend, is also a famous brand awareness - caused by the combination (positive).As for the sushi restaurant, it obtained high praise Tripadvisor (positive perception - combination).

Stage 4 – Purchase decision:The possibility that the assessment, you have decided to choose famous pizza chains.In addition, a new is your favorite TV show on TV tonight.

Stage 5 – Post-purchase behavior: Pizza is good (positive review).But you know there are too many calories, you regret it a bit (feel).The next time you will choose sushi restaurant.Have less fat than pizza (future purchase behavior) sushi!

consumer motivation

Consumer motivation is an internal state that drives people to identify and buy products or services that fulfill conscious and unconscious needs or desires. The fulfillment of those needs can then motivate them to make a repeat purchase or to find different goods and services to better fulfill those needs.

Consumer motivation and maslow's "hierarchy of needs."According to this model, the driver have different levels of importance.Physiological and focus on the most common requirements is basic survival needs of food, shelter and safety.More advanced requirements include () social relationship and love, esteem needs (identification and status) and self-actualization needs (self).According to maslow, an individual must meet the demand of low before the initiative to meet the needs of a higher level.

As each need is satisfied, beginning with the basics of food and shelter, human needs move to the emotional desires and finally to sophisticated psychological needs.

Source: Maslow, A. H. (1970), Motivation and Personality, 2nd ed., Harper & Row: New York.

Consumption Motives	Examples
1. Power-masculinity virility	Power tools, hot rods, coffee, red meat, heavy shoes, razor
2. Security	Ice cream, home baking, hospital care
3. Eroticism	Sweets, gloves, red convertible sports car
4. Moral purity/cleanliness	Soap, cotton fabric, household cleaning chemicals, oatmeal
5. Social acceptance	Ice cream, coffee, toys
6. Individuality	Gourmet food, foreign cars
7. Status	Scotch whiskey, fashionable clothes, luxury cars
8. Femininity	Cakes, cookies, dolls, silk
9. Reward	Candy, ice cream, cigarettes, alcohol
10. Mastery over environment	Kitchen appliances, powerboats, sporting goods
11. Social connectedness	Home decoration, morning radio
12. Magic-mastery	Drinking soup when sic

Sensory Marketing

What is sensory marketing？ Sensory marketing refers to the business operators in the market marketing, using the human senses of sight, hearing, touch and smell, attracts people with color and voice touch and smell to seduce people, sales at emotional touched people's experiential scenario, its goals is to create the feeling of perceptual experience, let consumer involvement and effectively arouse the purchase desire of consumers to a marketing mode.

Visual marketing often use three ways to seduce consumers. First one is company have a clear and accurate brand stage do guide strategic thinking. For example, Polo Villae first step is visual marketing that attract you. Consumer will finds around the store overnight opened, opened a clearance. Like coast city which is in shenzhen, it also played the moving of the slogan "year-end clearance. After one year they have to help it PS behind last year. Polo Villae using this way has stores in major cities, and even Hong Kong, it can appear overnight, which also can disappear overnight. Second one is form of advertising visual, terminal high unification. Third one is company should pay attention to the visual arts of the terminal, like fruit and vegetables, which also want to like a still life painting art is arranged, because the aesthetic feeling of commodity can be lifted the customer's purchase desire.

Auditory marketing refers to the use of beautiful or unique voice, it attract consumers auditory attention, and formed a unique voice in the mind of the consumer. McDonald's in the cheerful music is its personality fully manifests, KFC in the rising and falling of music shows its different from McDonald's brand culture, clothing store light music to promote consumers to buy. These shows its characteristic of recreational, relaxed at the same time, such as a coffee shop low music with its internal lighting provides consumers can chat and enjoy life.

Marketing refers to in touch touch a unforgettable impression for consumers, the characteristics of promotional products and stimulate consumer's purchase desire. Hilton Hotel chain is placed in the bathroom a modeling is very lovely and made consumer feeling comfortable little duck, the guests are loved, and home to the family as a memento. Little duck on give a person feel comfortable and Hilton to customers with comfortable accommodation echo.This is not in the market sales of gifts as the Hilton won the public praise, and become one of the reasons for customer favorite Hilton Hotel, which is the application of visual marketing and touch.

Smell marketing is to use a particular smell to attract consumer attention, memory, identity, and finally form the brand loyalty. For example, Singapore airlines flight attendant on the perfume, the company special modulation "hot towel on perfume," as our company patent fragrance, the scent of a person. Starwood Hotels group makes each brand has its own signature fragrance, they create pleasant for the guests to relax the mind travel experience. North American BOSS will “man’s smell" slogan and in-store charm make public of male fragrance, audio-visual brand brand with smell, a model of perfect fusion.

In today's society is becoming more and more attention to personalized culture. On the basis of experience, the market is full of a lot of similar brands, products and services. The functional properties and product interests are no longer sufficient to attract and conquer the customer. Enterprise must with the aid of the human senses, there are sight, smell, hearing and touch to influence consumer.

what is consumer betaviour

Consumer behavior is “the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy-needs and desires”. ( soloman, m 2013) This means when individuals or groups select, purchase, use, or disposal of products, services, ideas, or experience, in order to meet the needs and desires. For example, one day morning, you see your colleague in hand a new "color screen mobile phone", which is just the kind of do you like, you will instantly have the idea of many different, the following several kinds of idea, that is you? Happy for her, her face to make you happy;I want to go to buy this phone, afternoonBecause she was in the show, and produce a feeling of disgust;They were determined not to buy this phone, because you don't want to be the same with her;A bit self-abased, because they were not able to buy;Dissatisfied with her boyfriend, because he didn't give yourself this kind of mobile phone.

Human behavior can be simply summed up as a process of stimulus and response, as the highest creature such as human, it has the most complex kind of stimulus and response system. Due to the complex and dynamic, human behavior has long become a formal science.As a marketer, your mission is to change consumer behavior, the response described above and the time of the process is only 0.2 1 seconds. Different individuals may have different reactions, every consumer to deal with every day tens of thousands of all kinds of information, and react accordingly.If your face is a fruit juice market, then your target customers is hundred million calculation.Such a large number of psychological process, marketing personnel how to grasp the mainstream, and application methods to change people's behavior?There is only one answer: consumer behavior.In many cases is irrational consumption behavior. For example, if asked: why do you go to buy a bottle of purified water, can you speak out a reasonable explanation? Most people can tell the reason, but is not necessarily logical. Marketing is the most fascinating and confused -- -- -- -- -- consumers elusive state of mind.

Perhaps you now is a beer company's marketing director, every day the arduous price war with competitors, your professional knowledge to tell you the beer is the same, drink basic little difference with your eyes closed. You are even doubt advertising do you want to do.Let me discuss with you, from the perspective of behavior first, a basic question: why people drink beer? Because it is water to quench thirst? Because it has nutrition than milk? Because it is more healthy than fruit juice? Seems to be not, from the perspective of behavioral science, this is a kind of demand at work, a friend told me a beer, and often "because drink beer feel comfortable, feel have entered a relaxed environment". He needs is to change the attitude, into the relaxed environment.And the other a friend said, “ I must drink beer with your friends, because be alcohol is unfamiliar.” His demand is said to be close to a signal.And one of my friends told me, “ I will drink a lot of beer in nightclubs, because on that occasion must sample.” He is integrated into the environment.

Understanding of consumer behavior analysis to the marketing, product sales and communication with the customers is of benefit.

New Activity of Chinese New Year

Jack Ma in this year to create new universal together to participate in the activities of the red envelope in the New Year. he is the Alibaba group chairman of the board and CEO, the founder of TaoBao and Alipay. Alipay payment is electronic payment to use third-party payment.
This activity at the heart of the problem is: the user great efforts lead to huge expectations, and the contrast in the real return, which means the consumers have very long response time, and a lot of pay, lead to the expectations of users is very big, and then after the zero point, all previous efforts to become invalid, the user returns and expectations to form the huge contrast. The Spring Festival, there is no doubt become a red envelope battleground.From the 7th to February 23 when New Year's eve that WeChat network error appeared unable to grab a red envelope was poking fun at "really miss a few hundred million".While paying treasure to release data at night, the first two rounds of activity interaction to reach 180.8 billion times, and last year's Spring Festival gala for the total number is 11 billion.
By the zero on February 8(Chinese Time), 18 points, collected a total of more than 790000 people in wufu, divide the 215 million cash bonus, this means that each set JiWuFu users can get 271.66 yuan.