Summary: Mcb College 1

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• 1 MCB college 1

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• What does The Strategic Communication group studies?

  
  ●processes and consequences of strategic communication
  ●deliberate use of communication strategies by organizations
  ●everyday communication strategies that people employ to achieve their own ends.

• What are the Sociological perspectives on consumption?

  
  1) Social relations and social cohesion
  2) Social change and modernisation
  3) Social inequality

• Topics from the economic perspective from households:

  
  -Purchase environment, preferences and restrictions (income, time)
  -Learning (incentives, feedback)
  -Decision making, including deviations from the rational model
  -Family cycle and economic life cycle

• Call the stages in rational perspectief of decision making process

  
  1.Problem recognition
  2.Information search
  3.Evaluation of alternatives
  4.Product choice
  5.Outcomes

• Name the familly life cycle

  
  -Living with parents
  -Leaving home
  ●to live alone
  ●to live together with partner
  -Living together
  -(Re-)Marry
  -Getting children
  -Divorce
  -Empty nest, alone or together
  -Old people’s home, group of old people living together

• What is assortment organization?

  How an organisation can change behaviour, but not necessarily decisions and motivations

• What is the role theory approach of consumers?

  Consumers....
  -are actors on the market (with script etc)
  -are engaged in a continuous process of consuming (purchase and exchange are only a very small part)
  -are playing different roles (like purchaser, user, influencer)

• By a symbolic interactionism approach you have different engaging in consumption:

  
  -Consumers give meaning to their life
  -Consumers create and express their identity -Consumers classify and judge other consumers
  
  they do that
  
  -by the products they buy, and where they buy them
  -by the products they use, and how they use them
  -even by the products they don’t use

• Name different segmentation's groups of consumers:

  
  ●Demographics such as gender 
  ●Geographic (black liquorice)
  ●Psychographic
  -behavioural

• What does advertising influences?

  -popular music
  -stereotyping, the way we view people, ourselves