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MPM (Subject) / Fundamental Marketing Therories and Marketing Models (Lesson)
- Attitude and Perefenence Theory - What is attitude? Attitude is the prediposition of a person to behave in a predictable positive or negative way towards an object or another person.
- Attitude and Prefence Theory - What is preference? Preference - Relative attractiveness of a product
- Satisfaction Theory Expected Performance(E) <--comparison--> Perceived performance(P) 1. E>P - Negative discomformation, dissatisfaction 2. E=P - Confirmation, satisfaction 3. P>E - Positive disconfirmation, increased satisfaction
- Attribution Theory If disconfirmation of expectations occur, consumer seeks for explananations. (1) Stability: Is the reason for the (negative) event temporary or permanent? (2) Focus: is it a problem of the demand or supply side? (3) Controllability - is the problem controllable ? yes or no?
- Equity Theory Consideration of exchange relations between individuals Evaluation of advantages from exchange Feeling of equity emerges only if exchange is perceived to be fair.
- Brand Choice Models advantages and disadvantages advantages : - derived from economic primitive utility maximization - accounts for randomness in utility formation - data collection via interviews relatively easy - impact of marketing actions included disadvantages: - completeness of decision alternatives required - choice behaviour is independent of irrelevant alternatives in the standard logit model(no correlation between utilites of different brands) - high demands on the estimation procedure (maximum likelihood principle)
- Purchase Incidence Models When will the next purchase happen, given that it did not happen so far?
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