MKT
635: A SEMINAR ON BUYING AND CONSUMING AND HOW THEY LEAD TO VALUE FOR
INDIVIDUALS AND BUSINESSES
June
2006
Instructor:
Barry J. Babin
Meeting Time:
6-10:05 PM, M&W, 303 JGH
Office: 311
College Hall
Email:
Barry.Babin@usm.edu
Phone: 601
266-4627
Office Hours:
1:00 - 3:00 PM MW or as needed (feel free to see me anytime I am here or make
an appointment)
Text: Lindquist, Jay
and Joe Sirgy, Consumer Behavior,
Atomic Dog Publishing (www.atomicdog.com) (3rd Edition).
Goals:
Understand the raison-d’etre of commerce and business
strategy. Increase student awareness of the most important person in any
business -- the customer! The customer is not simply part of the external
operating environment!! Students will gain an understanding of factors
influencing consumer decision-making, consumer thinking, the effects of
individual characteristics, and situational factors on product demand, with the
hope of building successful long-term customer relationships. Also, the student
should consider how the course concepts could be applied in business. Beyond
all else, given a competitive business environment, the student should become a
strong advocate for a consumer orientation! Ultimately, consumers are the
resource acquisition element in business. Lose them and there is no business.
Lose a layer of management and you simply reorganize! In sum, the student
should acknowledge and understand better that customer intimacy is the most
important organizational goal. Intimacy means a
oneness in mind in which you benefit when your customers benefit. Ultimately,
this addresses business survival, long-term share value, and the ethical
treatment of exchange partners.
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Tentative
Student Evaluation: |
|
|
|
Daily Performance |
15% |
(including general participation, doing current events
discussions, contribution to learning, attitude, preparation, leading
discussions when called upon, general demonstration of mastery, etc.) |
|
Attendance |
10% |
Being her for
an entire class |
|
Position
Papers/Cases |
40% |
(as assigned
.. at least one per week) |
|
Chapter
Quizzes |
15% |
On-line at
atomicdog.com |
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General
Essay/Examination |
20% |
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MKT 635/Seminar in Buyer Behavior and Value Creation
Tentative Course Planner
|
Class Period |
Topic |
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Assignments Due |
Current Event |
Lead Discussion Point |
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May 29 |
Introduction: What=s the Big Deal? Some Marketing Basics; Intuitive CB |
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In-class activities Learn Text Web Site |
None |
Business |
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May 31 |
More on Applying CB; Ethics and CB; The Basic Consumption Process; Consumer Resources |
Levitt (1960), Haughney (2006) –
Sizzle |
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`Value Ethics - Downloading |
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June 5 |
Value; Satisfaction, Loyalty, Commitment, Corporate Survival; Information Processing Introduction; |
Ch. 4, |
List of "Value Providing and Unvaluable firms" |
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Loyalty |
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June 7 |
Consumer Knowledge; Categorization processes; Brand Image/Equity; Product Line Management; Motivations, Emotion, Attitudes |
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Seats? |
Stennis |
Memory |
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June 12 |
ELM; Practical Research ; Individual Differences: |
Nasseur and |
Case #2. The French Wine Business 2005 - |
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Attitude |
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June 14 |
AReasoned-Action; Be a "Big-Time" Consultant;Personal Values, Personality Life Styles, More Emotion; Self-Image, |
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VALS score/ENDS |
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Self-Image |
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June 19 |
Consumer Decision Making Heuristics/Strategies: How you Decide.; |
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Attitude |
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Shopping |
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June 21 |
Retail Atmospherics /Music, Color and Lights Group Processes/ |
Pechmann
and Knight (2002) |
Stennis |
Shopping |
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June 26 |
Culture/SC/RG/Value -- |
Turley and Chebat (2002) - recommended |
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Culture |
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June 27 |
Final Essay Due |
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|
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Anholt, Simon (2000), AThe
Nation as Brand,@
Across the Board, (Nov/Dec), 22-27. – culture
Avins, Mimi (1998), AThe Joy
of Shopping,@
Babin, Barry J. and Laurie
Babin (2001), ASeeking Something Different? A Model of Schema Typicality, Consumer Affect,
Purchase Intentions and Perceived Shopping Value,@ Journal of
Business Research, 54 (November), 89-96. - information
processing/categorization
Babin, Barry J., William R. Darden and Mitch
Griffin (1994), AWork and/or Fun: Measuring Hedonic and Utilitarian
Shopping Value,@
Journal of Consumer Research, 20 (March), 644-656. - value
Brady, Diane (2000), AWhy
Service Stinks,@
Business Week, (Oct. 23), 118-122. - quality/satisfaction
Chao, Loretta (2006), “Customer Satisfaction
Declines for Air Travel,” Wall Stree Journal, May 16,
D5.
Gelb, Betsy and Gabrielle Gelb (1986), ANew Coke=s Fizzle-Lessons for the Rest of Us,@ Sloan Managment Review, 28 (Fall), 71. – value
Hays, Jack (2004), “Design of the Times,”
Nation’s Restaurant News,
(September 6), 31-33.
Haughney, C. (2006), “Hoping the Sizzle Sells,” WSJ, (May 29,
2006).
Lemon, Katherine N., Roland T. Rust and
Valarie A. Zeithaml (2001), AWhat Drives
Customer Equity?@
Marketing Management, 10 (Spring), 20-25. - value
Levitt, Theodore (1960), AMarketing
Myopia,@
Harvard Business Review, (reprinted, Sep/Oct 1975), 26-48. - general/value
MacMillan, Ian C. and Rita Gunther McGrath
(1997), ADiscovering New Points of Differentiation,@ Harvard Business
Review, (July/August), 133-138. – categorization
McCartney, Scott (2006), “A More Comfortable
Middle Seat,” Wall Street Journal, May 23, D5.
Mizerski, Richard (1995), "The Relationship Between Cartoon Trade Character Recognition and Attitude
Toward Product Category in Young Children," Journal of Marketing,
59 (October), 58-70. - information
processing/attitudes
Nassaure, S. and C. Lawton (2005), “French Whine: Vintners
Lament Falling Sales As American Tastes Turn Toward ‘
Pechmann, Cornelia and Susan J. Knight (2002), AAn
Experimental Investigation of the Joint Effects of Advertising and Peers on
Adolescents= Beliefs and Intentions about Cigarette Consumption,@ Journal
of Consumer Research, 29 (June), 5-19. - attitudes
Reese, Shelly (1998), ACulture
Shock,@
Marketing Tools, (May), 44-49. [22} – culture
Reily, D.W. (2005), “The British Pub Gets a Face-Lift, WSJ, (March 1), A1.
Schriver, Steve (1997), ACustomer
Loyalty: Going, Going...@ American Demographics, (September), 20-23. [8]
– loyalty
Turley, L. and J.C. Chebat (2002), “Linking
Retail Strategy, Atmospherica and Shopping Behaviour,” Journal of Marketing Management, 18,
125-144.
Wolfe, David B. (1998), AWhat Your
Customers Can=t Say,@
American Demographics, (February), 24-29. [23] -
psychographics/motivation
Notes:
Position papers are argumentative essays on provocative topics. A provocative statement is provided and the student is expected to argue, in no more than one page, that the statement is either true or false. Students are expected to rely on LOGICAL use of materials from course readings, course lectures, and outside materials in building his/her arguments. Fence-sitting is generally not well received. The grade on a position paper is based largely on how well one argues for their position (orally and in writing). The grade is generally not influenced by the position that one takes. Things like citations to relevant readings (both assigned and not assigned) provide additional evidence that one=s position is defensible.
Cases in this class are short. The cases are generally followed by a list of questions that include a specific managerial analysis of the situation presented. Students are expected to address the questions and to present an overall brief summary of the situation and/ore recommendations for the firm/manager involved in the situation. Cases are evaluated similarly to the position papers in that the quality of the argument is the key focus of the evaluation.
No term paper is assigned given the short duration of the class. Should a student wish to work on a project or term paper, this desire can be accommodated.
Standard Syllabus Statements
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As a course offered in the
If a student has a disability that qualifies under the
Americans with Disabilities Act (ADA) and requires accommodations, he or she
should contact the Office of Disability Accommodations (ODA) for information on
appropriate policies and procedures. Disabilities covered by
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The
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For the Summer Semester 2006, the last day to register for 5-week1
classes is Wednesday, May 31 while the last day to register for full-semester
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