The Customer-Oriented Attitude Definition Is the Things

DQ 1: How does the text describe an attitude towards an object? Discuss the implications of how marketers can use marketing to change an attitude of a consumer in hopes of influencing desired buyer behavior.

The object in the customer-oriented attitude definition is the things that are to be evaluated. For example, when the consumer research includes cars, the object would be Mercedes, Toyota etc. The object comprises of the specific consumption related marketing concepts such as brand, product, service, price, advertising and many more. While conducting the research on the consumer attitude, it ought to be specific to the object. The company that wishes to evaluate the customer preferences for its product includes the competitor's product as well and therefore, the object of the research is the product of the company and the competitor's product (Shiffman & Kanuk, 2010).

Though attitudes are predisposed, marketers can still influence it using marketing tools such as advertising and promotions. Consumer research is conducted to identify the attitude of targeted customer segment towards the object. Once the attitude is identified, marketers try and alter it using aggressive marketing strategies. For example, a customer segment prefers fixed line telephones whereas the company manufacturing cordless phones wants to promote their product in this customer segment (Shiffman & Kanuk, 2010). Through the consumer research, their existing attitude towards foxed line and cordless would be identified. This would lead to company pursuing aggressive marketing strategies to push their product to customers. If the customer segment is price-conscious, the company would offer discounted price and some free gifts to attract customers.

References

Shiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed ed.). Upper Saddle River, NJ: Pearson Education, Inc.