New User Special Price Expires in

Let's log you in.

Sign in with Facebook


Don't have a StudySoup account? Create one here!


Create a StudySoup account

Be part of our community, it's free to join!

Sign up with Facebook


Create your account
By creating an account you agree to StudySoup's terms and conditions and privacy policy

Already have a StudySoup account? Login here


by: Kymesha White

ValueandtheConsumerBehaviorValueFramework.pdf MKTG 3323

Marketplace > Oklahoma State University > MKTG 3323 > ValueandtheConsumerBehaviorValueFramework pdf
Kymesha White
OK State

Preview These Notes for FREE

Get a free preview of these Notes, just enter your email below.

Unlock Preview
Unlock Preview

Preview these materials now for free

Why put in your email? Get access to more of this material and other relevant free materials for your school

View Preview

About this Document

Chapter Two Notes
Consumer & Market Behavior
Ms. Lee
Class Notes
Consumer Marketing
25 ?




Popular in Consumer & Market Behavior

Popular in Department

This 1 page Class Notes was uploaded by Kymesha White on Sunday January 17, 2016. The Class Notes belongs to MKTG 3323 at Oklahoma State University taught by Ms. Lee in Winter 2016. Since its upload, it has received 34 views.


Reviews for ValueandtheConsumerBehaviorValueFramework.pdf


Report this Material


What is Karma?


Karma is the currency of StudySoup.

You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!

Date Created: 01/17/16
A. Value and the Consumer Behavior Value Framework a. The Consumer Value Framework i. Represents consumer behavior theory illustrating factors that shape  consumption­related behaviors and ultimately determine the value  associated with consumption b. Value i. Is a personal assessment of the net worth a consumer obtains from an  activity  ii. Value captures how much gratification a consumer receives from  consumption c. Utilitarian Value i. Is derived from a product that helps the customer solve problems and  accomplish tasks that are a part of being a consumer  ii. Utilitarian value can be thought of as something worthwhile as a means to  an end d. Hedonic Value i. Is the immediate gratification that comes from experiencing some activity  B. The value is provided entirely by the actual experience and emotions associated with  consumption not because some other end is or will be accomplished C. The very best consumer experiences are those that provides both high utilitarian value  and hedonic value  D. Marketing Strategy a. The way a company goes about creating value for customers b. The strategy also should provide an effective way of dealing with both  competition and eventual technological obsolescence by making sure that value is delivered in a way that is not easily duplicated by other companies and not  defined only in terms of the tangible product offered E. Marketing Tactics a. Which involve price, promotion, product, and distribution decisions, are ways  marketing management is implemented.  b. Marketing strategy and marketing tactics should maximize the total value  received by its customers  F. The marketer serves its customer by making potentially beneficial outcomes of  consumption available, but the customer plays a role in whether or not the offering’s  attributes actually do prove beneficial, and therefore valuable G. A market for any product is really the sum of the demand existing in individual groups or segments of consumers  H. Product Differentiation a. A marketplace condition in which consumers do not view all competing products  as identical to one another I. Perpetual maps are widely used to plot the way consumers view competitors in an  industry 


Buy Material

Are you sure you want to buy this material for

25 Karma

Buy Material

BOOM! Enjoy Your Free Notes!

We've added these Notes to your profile, click here to view them now.


You're already Subscribed!

Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'

Why people love StudySoup

Steve Martinelli UC Los Angeles

"There's no way I would have passed my Organic Chemistry class this semester without the notes and study guides I got from StudySoup."

Anthony Lee UC Santa Barbara

"I bought an awesome study guide, which helped me get an A in my Math 34B class this quarter!"

Bentley McCaw University of Florida

"I was shooting for a perfect 4.0 GPA this semester. Having StudySoup as a study aid was critical to helping me achieve my goal...and I nailed it!"

Parker Thompson 500 Startups

"It's a great way for students to improve their educational experience and it seemed like a product that everybody wants, so all the people participating are winning."

Become an Elite Notetaker and start selling your notes online!

Refund Policy


All subscriptions to StudySoup are paid in full at the time of subscribing. To change your credit card information or to cancel your subscription, go to "Edit Settings". All credit card information will be available there. If you should decide to cancel your subscription, it will continue to be valid until the next payment period, as all payments for the current period were made in advance. For special circumstances, please email


StudySoup has more than 1 million course-specific study resources to help students study smarter. If you’re having trouble finding what you’re looking for, our customer support team can help you find what you need! Feel free to contact them here:

Recurring Subscriptions: If you have canceled your recurring subscription on the day of renewal and have not downloaded any documents, you may request a refund by submitting an email to

Satisfaction Guarantee: If you’re not satisfied with your subscription, you can contact us for further help. Contact must be made within 3 business days of your subscription purchase and your refund request will be subject for review.

Please Note: Refunds can never be provided more than 30 days after the initial purchase date regardless of your activity on the site.