What This Document Is
This document is Part Two of an exam study guide for MGT 8803, a Special Topics in Management course at Georgia Tech. It focuses on marketing strategy, specifically differentiation and positioning, and delves into the psychological and social factors influencing consumer behavior. It’s designed to help students prepare for an exam covering these core marketing concepts.
Why This Document Matters
This study guide is essential for students in MGT 8803 who need a focused review of key marketing principles before an exam. It’s most useful during the exam preparation phase, helping to consolidate understanding of complex topics like customer perception, the adoption process, and influences on consumer decisions. It exists to provide a structured overview of the material likely to be tested.
Common Limitations or Challenges
This study guide is a *preview* and does not provide in-depth explanations or practice problems. It won’t teach you the concepts from scratch; it assumes you’ve already engaged with the course material. It also doesn’t offer solutions or detailed analyses – it’s a roadmap for your studying, not a substitute for it.
What This Document Provides
This portion of the study guide includes an overview of:
* Positioning and differentiation strategies, including the positioning statement formula.
* The customer perception model (perceived benefit vs. cost).
* The stages of the consumer adoption process.
* The Consumer Problem Solving Continuum, differentiating between low and high involvement purchases.
* A model of influences on consumer behavior (Economic, Psychological, Social, Purchase Situation).
* Key psychological influences on consumers, including needs, wants, and drives.
* The PSSP Hierarchy of Needs.
* Concepts related to selective exposure, retention, and perception.
* The role of attitudes and psychographics in consumer buying decisions.
This preview *does not* include practice questions, detailed case studies, or a comprehensive review of all course readings. It is a condensed overview to help you identify areas for further study.
