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• Module overview
• 1. What is marketing?
  • 1.1 What is marketing?
    • 1.1.1 Different uses of the term 'marketing'
    • 1.1.2 Different levels of marketing
    • 1.1.3 A definition of marketing
  • 1.2 Clarification of the marketing definition
    • 1.2.1 Outputs
    • 1.2.2 Inputs
    • 1.2.3 Exchange
  • 1.3 Development of marketing
  • 1.4 Types of marketing
  • 1.5 What is a service?
    • 1.5.1 Characteristics of services
    • 1.5.2 A service definition
    • 1.5.3 Classifications of services
    • 1.5.4 Services: a growth sector
  • 1.6 Marketing in the maritime industry
  • 1.7 Towards social and ethical responsibility
    • 1.7.1 Common criticisms of marketing
    • 1.7.2 Social impact of marketing
  • 1.8 Summary

• 2. Strategic marketing management

  • 2.1 Introduction
  • 2.2 The environments
    • 2.2.1 External environment
    • 2.2.2 Internal environment
    • 2.2.3 Mission statements and objectives
    • 2.2.4 Resources
  • 2.3 Controllable factors
  • 2.4 The strategic marketing management process
    • 2.4.1 Planning
    • 2.4.2 Implementation and control
    • 2.4.3 Marketing plan
  • 2.5 Types of marketing strategies
    • 2.5.1 Strategic considerations for services
  • 2.6 Summary

• 3. Marketing research and information systems

  • 3.1 Introduction
  • 3.2 The marketing information system (MIS)
  • 3.3 Marketing research
    • 3.3.1 Scope of research
  • 3.4 The marketing research process
    • 3.4.1 Step 1: defining the problem
    • 3.4.2 Step 2: analysing the situation
    • 3.4.3 Step 3: obtaining problem-specific data
    • 3.4.4 Step 4: interpreting the data
    • 3.4.5 Step 5: solving the problem
  • 3.5 Summary

• 4. Consumer and B2B buying behaviour

  • 4.1 Introduction
  • 4.2 Consumer buying behaviour
    • 4.2.1 Psychological influences
    • 4.2.2 Cultural and social influences
    • 4.2.3 The decision-making process
  • 4.3 B2B buying behaviour
    • 4.3.1 Business buying processes
    • 4.3.2 Main types of business markets
  • 4.4 The buying of services
  • 4.5 Summary

• 5. Segmenting markets, targeting and positioning

  • 5.1 Introduction
  • 5.2 Market segmentation
    • 5.2.1 Dimensions used to segment markets
  • 5.3 Target markets
  • 5.4 Market positioning
  • 5.5 Summary

• 6. Product planning and decisions

  • 6.1 Introduction
  • 6.2 Product concepts
    • 6.2.1 The total product concept
    • 6.2.2 Product classifications
    • 6.2.3 The service offering
  • 6.3 The product mix
  • 6.4 Branding
  • 6.5 Packaging
  • 6.6 Product life-cycle
  • 6.7 Product development
  • 6.8 Summary

• 7. Pricing considerations

  • 7.1 What is the 'price' of a product?
  • 7.2 Pricing environments
  • 7.3 Pricing objectives
  • 7.4 Pricing policies
    • 7.4.1 Discount and allowance policies
  • 7.5 Price setting
    • 7.5.1 Cost-oriented price setting
    • 7.5.2 Demand-oriented price setting
    • 7.5.3 The price setting process
  • 7.6 Summary

• 8. Marketing logistics networks

  • 8.1 Introduction
  • 8.2 Definition of distribution
  • 8.3 Channels of distribution
    • 8.3.1 Selecting channels
    • 8.3.2 Main Australian channels
    • 8.3.3 Distributing services
    • 8.3.4 Managing channels
  • 8.4 Managing distribution
  • 8.5 Distribution and ports
  • 8.6 Summary

• 9. Integrated marketing communications

  • 9.1 Communication with a purpose
  • 9.2 Marketing communication process
  • 9.3 The promotional mix
  • 9.4 Managing advertising
  • 9.5 Managing publicity and public relations
  • 9.6 Managing personal selling
  • 9.7 Managing sales promotion
  • 9.8 Summary

• 10. E-commerce and direct marketing

  • 10.1 Introduction
  • 10.2 Direct marketing
  • 10.3 Electronic commerce
    • 10.3.1 Successful e-commerce
  • 10.4 Online marketing
  • 10.5 Using customer databases
  • 10.6 Privacy issues
  • 10.7 Summary

• 11. Managing the service encounter

  • 11.1 Introduction
  • 11.2 Participants
    • 11.2.1 Customers
    • 11.2.2 Service personnel
  • 11.3 Managing the service encounter
    • 11.3.1 Role theory
    • 11.3.2 Script theory
  • 11.4 Process
    • 11.4.1 Operations management and services
    • 11.4.2 Manufacturing efficiency
    • 11.4.3 Improving services efficiency
    • 11.4.4 Matching supply and demand
  • 11.5 Physical evidence
    • 11.5.1 Types of physical evidence
    • 11.5.2 Space demarcation
    • 11.5.3 Atmospherics
    • 11.5.4 Servicescapes
  • 11.6 Summary

• 12. Customer relationship management

  • 12.1 Introduction
  • 12.2 Customer relationship management
  • 12.3 Customer satisfaction
    • 12.3.1 Benefits of customer satisfaction
  • 12.4 Service quality
    • 12.4.1 Conceptual model of service quality
    • 12.4.2 SERVQUAL
  • 12.5 Summary

4.2.2 Cultural and social influences

• Your text suggest that there are a number of social and cultural influences:
• culture and sub-culture
• social class
• household types
• reference groups
• roles and status.

Marketers understand family purchasing behaviour in terms of the family life-cycle as well as the role of individual family members. Table 4.1 presents the traditional family life-cycle in terms of the opportunities each stage provides for marketing. However, demographic changes are altering the traditional family life-cycle.

Table 4.1 The traditional family life-cycle

Stage in cycle	Characteristics	Opportunities for marketing
Bachelor, male or female	Independent; young; early stage of career; low earnings, low discretionary income	Clothing; automobile; stereo; travel; restaurants; entertainment; appeal to status
Newly married	Two incomes; relative independence; present- and future-oriented	Apartment furnishings; travel; clothing; durables; appeal to enjoyment and togetherness
Full nest I	Youngest child under 6; one to one-and-a-half incomes; limited independence; future-oriented	Goods and services geared to child; home; family-use items; practicality of items; durability; safety; pharmaceuticals; appeal to economy; child care
Full nest II	Youngest child over 6, but dependent; one-and-a-half to two incomes; at least one spouse established in career; future-oriented	Savings; home; education; family vacations; child-oriented products; some interest in luxuries; appeal to comfort and long-range enjoyment
Full nest III	Youngest child living at home, but independent; highest income level; thoughts of future retirement	Education; expensive durables for children; replacement and improvement of parents' durables; appeal to comfort and luxury
Empty nest I	No children at home; independent; good income; thoughts of self and retirement	Vacation home; travel; clothing; entertainment; luxuries; appeal to self-gratification
Empty nest II	Retirement; less income and expenses; present-oriented	Travel; recreation; living in new home; pharmaceuticals and health items; little interest in luxuries; appeal to comfort at a low price
Sole survivor I	Only one spouse alive; actively employed; present -oriented; good income	Immersion in job and friends leading to interest in travel, clothing, health and recreation areas; appeal to productive citizen
Sole survivor II	Only one spouse alive; retired; some feeling of futility; less income	Travel; recreation; pharmaceuticals; security; appeal to economy and social activity

Source: Evans and Berman (1992, p. 146)

• Now it is time to review what your text has to say about the social and personal influences which act as stimuli in consumer behaviour whilst the reading illustrates how advertisers are using their knowledge of women and the family to promote products. It is also a good opportunity to read through an article by Dessler (1990), which although written over a decade ago, provides some excellent examples of what we have been discussing in a maritime context.

In your text

Kotler et al. (2004) Chapter 7, pp. 251-252, 'Personal factors' and
pp. 245-258, 'Social factors'.

Reading 4.1

Shea, F. 2004, 'Family first for new mums', B&T , 2 July, pp. 19-20.

Reading 4.2

Dessler, L. 1990, 'Keeping one step ahead', Seatrade Cruise Shipping Report 1990 , Seatrade Organisation, Colchester, England, pp. 81, 83, and 85.

Activity 4.3

Write a couple of sentences on how consumer buying behaviour has impacted on the growth of the cruise industry.

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