SlideShare a Scribd company logo
1 of 240
Download to read offline
 
[object Object]
INTERNET YOUR THOUGHT YOUR ACTION
[object Object],A SMALL EXERCISE………….
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],MORE EXAMPLES:
HOW THIS RELATED TO ME????
DEFINING CONSUMER BEHAVIOUR.
[object Object],[object Object],MORE DEFINATIONS….
[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
AS A MARKETER
AS A MARKETER…….. FOCUS ON PERSONAL CONSUMERS(OWN USE)
NOTES IN WORD FORMAT.
INTRODUCTION TO C B PRODUCTION CONCEPT PRODUCT CONCEPT SELLING CONCEPT MARKETING CONCEPT
BEFORE 1900 `S ONLY RICH 1908 FORD T MODEL = $850 PRODUCTION EFFICIENT: ASSEMBLY LINE-- $360
PRODUCT CONCEPT
[object Object],[object Object],[object Object],SELLING CONCEPT
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],MARKETING CONCEPT.
[object Object],CONTINUEEE.
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],INPUT PROCESS OUTPUT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],EXPERIENCE
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],POSITIONING WAS REDONE: RESULT 25% INCREASE. EVEN IN SEASON NOT WINTER SALES VERY GOOD. SO WE STUDY INDIRECT INFLUENCE ON CONSUMER PURCHASE. SCOPE IS BIGGER THAN JUST PURCHASER AND SELLER.
[object Object],[object Object],[object Object],EXAMPLE 2. PROTECT CHILDREN FROM VARIOUS MARKETING PRACTISES ON THE WEB. ASSUMPTION: CHILDREN ABALITY TO PROCESS INFORMATION AND MAKE DECISION IN THIS ENVIRONMENT.
 
MORE EXAMPLES ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object]
VALUE CONCEPT.
[object Object],[object Object],[object Object]
CB AND MARKETING STRATEGY: UNDERSTANDING OF CB IS BASIS FOR MARKETING STARTEGY FORMULATION. INDIVIDUAL, FIRM , SOCIETY CONSUMER DECISION PROCESS PROBLEM RECOGNITION INFORMATION SEARCH ALTERNATIVE EVALUATION,PURCHASE,USE,EVALUATION . MARKET ANALYSIS COMPANY,COMPETITOR,CONDITIONS,CONSUMERS. MARKET SEGMENTATION IDENTIFY PRODUCT RELATED NEED SETS,GROUP CUSTOMERS WITH SIMILAR NEEDS,DESCRIBE EACH GROUP,SELECT THE ATTRACTIVE SEGMENTS TO TARGET . MARKETING STRATEGY PRODUCT,PRICING,DISTRIBUTION,PROMOTION,SERVICES(CRUX: TO ADD VALUE VIS A VIS COMPETITOR.  ALSO CALLED AS  TOTAL PRODUCT. HERE THE PRODUCT IS SEND IN TARGET MARKET FORMULATION OF MARKETING STRATEGY HERE.
EXTERNAL INFLUENCES CULTURE SUBCULTURE DEMOGRAPHICS SOCIAL STATUS REFERENCE GROUPS FAMILY MARKETING ACTIVITIES INTERNAL INFLUENCES PERCEPTION LEARNING MEMORY MOTIVES PERSONALITY EMOTIONS ATTITUDE SELF CONCEPT & LIFESTYLE DECISION PROCESS SITUATIONS PROBLEM RECOGNITION INFORMATION SEARCH ALTERNATIVE EVALUATION AND SELECTION OUTLET SELECTION AN PURCHASE POST PURCHASE PROCESS NEEDS DESIRE EXPERIENCES AND ACQUISITIONS EXPERIENCES AND ACQUISITIONS
SEGMENT SIZE SGMENT GROWTH COMPETITOR STRENGTH CUSTOMER SATISFACTION WITH EXISTING PRODUCT FIT WITH COMPANY IMAGE FIT WITH COMPANY OBJECTIVE FIT WITH COMPANY RESOURCES DISTRIBUTION AVALIABLE INVESTMENT REQUIRED STABILITY/PREDICTIBILITY COST TO SERVE SUSTAINABLE ADVANTAGE AVAILABLE COMMUNICATION CHANNEL AVAILABLE RISK OTHERS -------- --------- --------- ---------- -------- ----------- ---------- ----------- ----------- ------------ -------------- ----------- -------------- --------- -------- CRITERION   SCORE SCORE ON A 1 TO 10 SCALE, WITH 10 BEING MOST FAVOURABLE. MARKET SEGMENT ATTRACTIVE WORKSHEET
SEE WHAT NEEDS TO BE DONE. ,[object Object],[object Object]
REMEMBER ALWAYS……..
YOU NEED TO KNOW.
REMEMBER THIS…….. CONSUMER DON`T PURCHASE QUARTER-INCH DRILL BITS BUT THE ABALITY TO CREATE QUARTER- INCH HOLES.
EXPLAINED THROUGH EXAMPLE. ,[object Object],[object Object],[object Object]
NEED OF CONSUMER BEHAVIOUR STUDY ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PRICE: AMOUNT OF MONEY ONE MUST PAY TO OBTAIN THE RIGHT TO USE THE PRODUCT
EVERYTING THE CUSTOMER MUST SURRENDER IN ORDER TO RECEIVE THE BENEFITS OF OWING/USING THE PRODUCT.
 
[object Object],[object Object],[object Object],[object Object]
 
Example: HULLY CORPORATION $700 MILLION BICYCLE MANUFACTURE. LAUNCED  BICYCLE  $ 159 CROSS SPORT: A CROSS BETWEEN MOUNTAIN BIKE AND THIN FRAMED 10 SPEED BICYCLE. AFTER RESEARCH FOCUSED GROUP AND PRODUCT CONCEPT TEST(CONSUMER ACCEPTENCE). LAUNCHED THROUGH MASS DISTRIBUTION. KMART , TOYS ‘R’ US. BUT FLOPPED THIS NEEDED GOOD KNOWLEDGE SALES PERSON, DEMAND INDIVIDUAL SALES ATTENTION NOT MASS DISTRIBUTION.
 
 
C . D  PROCESS INTERVENCES BETWEEN THE MARKETING STRATEGY AND OUTCOME
 
FIRMS OUTCOME ,[object Object],[object Object],EX. SAUZA TEQUILLA. “ LIFE IS HARSH, YOUR TEQUILLA SHOULDN`T BE”  ----- RESULT 2 TIMES INCREASE IN SALES B. CREATING SATISFIED CUSTOMERS.
B. CREATING SATISFIED CUSTOMERS. OUR TOTAL PRODUCT COMPETITOR TOTAL PRODUCT CONSUMER DECISION PROCESS SUPERIOR VALUE EXPECTED SALES PERCEIVED VALUE DELIVERED CUSTOMER SATISFIED
A. NEED SATISFACTION . ACTUAL NEED FULLFILLMENT AND PERCEIVED NEED FULLFILLMENT. EXAMPLE: FOOD SUPPLYMENT. YOU BELIVE BUT NO DIRECT HEALTH EFFECT OR EVEN NEGETIVE B. INJURIOUS CONSUMPTION YOU FULLFILL ONE NEED BUT THIS EFFECT THEIR ABILITY TO FULLFILL OTHER. EXAMPLE: MOST AMERICANS LIFESTYLE NOW, CANNOT RETAIL WHEN RETIREMENT. RESULT: FINANCIAL DISTRESS, FAMILY STRESS, BANKRUPTCY, BY PASS MEDICAL, DENTAL CARE OR EVEN HOMELESSNESS.
10 MILLION AMERICAN SUFFER FINANCIAL LOSS   GAMBLING. 10 AND 80 MILLION ALCHOLIC AND CIGRETTE SMOKERS. EVERY YEAR 25000 DIE RESULT OF ALCHOLIC RELATED TRAFFIC ACCIDENT.
ECONOMY OUTCOME
WHY DO CONSUMER CARE ABOUT SOME PRODUCTS,BRANDS AND NOT OTHERS. SOME ARE HIGHLY MOTIVATED TO SEEK INFORMATION OTHERS – NO INTEREST. SO ARROW/FOCUS TOWARDS UNDERSTANDING CONSUMER INVOLVEMENT
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
[object Object],[object Object]
CONTINUEE…….
SO INVOLVEMENT  COGNATIVE AFFECTIVE(this effect  more on behaviour-> decision making)
[object Object],[object Object],[object Object],Continue……..
 
SO AS A MARKETER:::::::::: SEE FOCUS INVOLVEMENT OF CUSTOMERS. WHAT CUSTOMER CONSIDER TO BE PERSONALLY RELEVANT  IS IT A PRODUCT, BRAND, AN OBJECT, A BEHAVIOUR, EVENT, SITUATION, ENVIRONMENT. SEE WHAT  END KNOWLEDGE/BASES IS IMPORTANT FOR INVOLVEMENT:
COGNITION   JUSTINE PAUL AND HAWKINGS BOOK)  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SO IT REFERS TO ALL THESE MENTAL PROCESSES, AS WELL AS THOUGHTS AND MEANI G PRODUCE BY COGNITIVE SYSTEM.
ENVIRONMENT AFFECTIVE SYSTEM COGNITIVE SYSTEM AFFECTIVE RESPONSES COGNITIVE RESPONCES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object]
EXAMPLE 2: I DON`T LIKE THIS INSURANCE AGENT BECAUSE HE DONOT POSSESS GOOD KNOWLEDGE OF INVESTMENTS. ,[object Object],[object Object],[object Object],[object Object]
PURCHASE BEHAVIOUR IS COMPLEX FUNCTION OF:::::::::::::
AFFECTIVE AND COGNITIVE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
AFFECTIVE SYSTEM: IS ,[object Object],[object Object],[object Object]
5 BASIC CHARACTERISTIC OF AFFECTIVE SYSTEM ,[object Object],[object Object],[object Object],[object Object],[object Object]
CONTINUE……….. ,[object Object],[object Object]
4. CAN RESPOND TO VIRTUALLY ANY TYPE OF STIMULAS. ,[object Object],[object Object],[object Object],[object Object]
CONTINUE…. ,[object Object],[object Object]
CONGNITION:  ,[object Object],[object Object],[object Object]
3.PLANNING  DETERMING HOW TO SOLVE PROBLEM TO REACH A GOAL 4.DECIDING    COMPARING ALTERNATIVES AND SELECTING THE BEST. 5.THINKING   COGNITIVE ACTIVITY THAT OCCURS DURING ALL THESES PROCESSES( THINKING  PROCESS OF ALL ABOVE: FUNCTION OF C. SYSTEM: TO INTERPRET, MAKE SENCE OF AND UNDERSTANDING SIGNIFICANT ASPECTS OF THEIR PERSONAL EXPERIENCES:
MARKETING IMPLICATIONS ,[object Object],[object Object],[object Object]
BRAND IMAGE: EXAMPLE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],INFORMATION SEARCH PROCESS: FROM HAWKINGS CHAPTER 15-16 COMPANIES NOT ONLY FOCUSING ON NOT ONLY PRODUCT INFORMATION. EXAMPLE : REVLON ::::PRODUCT INFO EXTENSIVE CORPORATE INFO   BEAUTI INFO TICKETS COMPANY: MOVIE TICKETS  , TRAILOR, NE MOVIES REVIEWS ETC
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],NATURE OF INFORMATION SEARCH
[object Object],[object Object],[object Object],[object Object],2 TYPES OF SEARCH
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],OTHERWISE:
INFORMATION SEARCH IN CONSUMER DECISION. WHAT EVALUATIVE CRITERIA ARE NEEDED WHAT SOLUTIONS EXITS WHAT IS THE PERFORMANCE OF EACH SOLUTION ON EACH EVALUATIVE CRITERIOR INFORMATION SEARCH TERMINATED CAN A DECISION BE MADE YES INFORMATION SEARCH CONTINUOUS NO
[object Object],[object Object],[object Object],[object Object],EVALUATION CRITERIA So CRUX IS: YOU MAY USE INTERNAL AND EXTERNAL FOR SEARCH FOR  DETERMINATION OF APPROPRIATE EVALUATIVE CRITERIA. YOU DECIDE EVALUATIVE CRITERIA
AWARENESS SET IBM APPLE NEC TOSHIBA COMPAQ HP FUJITSU SONY EVOKED SET: IBM APPLE COMPAQ INERT SET TOSHIBA SONY HP NEC INEPT SET FUJISTU 1 ST  PREFERENCE WILL BUY FROM THIS LOT HE WILL BUY FROM THIS SET IF EVOKED SET IS NOT AVAILABLE. TOTALLY NOT INTERESTED CRUX:  MARKETER NOT ONLY TO TARGET AWARENESS SET BUT ALSO EVOKED & INERT SET
INFORMATION SOURCES FOR A PURCHASE DECISION INFORMATION SOURCES PASSIVELY ACQUIRED ACTIVELY ACQUIRED ACTIVELY ACQUIRED EXTERNAL INFORMATION INTERNAL INFORMATION PAST SEARCHES PERSONAL EXPERIENCES LOW INVOLVEMENT LEARNING INDEPENDENTGROUP , PERSONALCONTACT, MARKETER INFO,  EXPERIMENTAL.
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],MARKETING STRATEGIES BASED ON INFORMATION SEARCH PATTERN
[object Object],[object Object],[object Object],[object Object],[object Object],MAINTENANCE STRATEGY
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],DISRUPT STRATEGY
[object Object],[object Object],[object Object],[object Object],[object Object],3. CAPTURE STRATEGY
[object Object],[object Object],[object Object],[object Object],[object Object],4. INTERCEPT STRATEGY.
[object Object],[object Object],[object Object],[object Object],5. PREFERENCE STRATEGY
[object Object],[object Object],[object Object],[object Object],6. ACCEPTENCE STRATEGY
[object Object],[object Object],[object Object],[object Object],[object Object],EXAMPLE: SUNBEAM APPLIANCE COMPANY   FOOD PROCESSOR
[object Object],[object Object],[object Object],[object Object],[object Object],CONTINUE…
[object Object],[object Object],[object Object],CONTINUE…
[object Object],[object Object],[object Object],[object Object],RESULT OF THIS WORK::::::
ALTERNATIVE EVALUATION AND SELECTION PROCESSS EVALUATIVE CRITERIA IMPORTANCE OF CRITERIA EVALUATION OF ALTERNATIVES ON EACH CRITERIA ALTERNATIVES CONSIDERED DECISION RULES APPLIED ALTERNATIVE SELECTED ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],DEFINE EVALUATIVE CRITERIA
HOW IT IS RELATED TO ME?
[object Object],[object Object],[object Object],[object Object],[object Object],NATURE OF EVALUATIVE CRITERIA?
EXAMPLE: NOTEBOOK: MEASUREMENT OF EVALUATIVE CRITERION IMPORTANCE RANKS: MORE CONCERNED= 1, LEAST CONCERNED = 2 CRITERION CONSUMER A CONSUMER B CONSUMER C PRICE 1 6 3 PROCESSOR 5 1 4 DISPLAY QUALITY 3 3 1 MEMORY 6 2 5 WEIGHT 4 4 2 AFTER SALE SUPPORT 2 5 6
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],DETERMINATION OF WHICH EVALUATIVE CRITERIA ARE USED. HAWKINGS: 627
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],INDIRECT TECHNIQUES(PROJECTIVE TECHNIQUES): PAGE 402 HAWKINS
[object Object],[object Object],[object Object],PERCEPTUAL MAPPING: INDIRECT TECHNIQUE FOR DETERMINING EVALUATIVE CRITERIA.
EXAMPLE: PERCEPTUAL MAPPING OF BEER BRAND PERCEPTION. HIGH PRICE, HIGH QUALITY, HIGH STATUS LIGHT TASTE, LESS CALORIES,LESS FILLING HEAVY TASTE, MORE CALORIES, MORE FILLING LOW PRICE, LOW QUALITY, LOW STATUS *MICHELOB LIGHT *BUD LIGHT *MILLER LIGHT *HEINEKEN *CORONA *STROHS ,[object Object],[object Object],*BUSCH   *MILWAUKEE`S BEST *GENERIC BEER
[object Object],[object Object],[object Object],[object Object],[object Object],FOR DETERMINING HOW CONSUMER PERCEIVES VARIUOS ALTERNATIVE ON EACH CRITERION
[object Object],[object Object],[object Object],[object Object],DETERMINATION OF RELITIVE IMPORTANCE OF EVALUATIVE CRRITERIA
 
COSUMER MOTIVATION(From SL Gupta) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
NEEDS AND ITYS TYPES ,[object Object],[object Object],[object Object]
CATOGRASING NEED IN MODERN SOCIETIES: ,[object Object],[object Object],[object Object],[object Object],[object Object]
NEEED FOR POWER. ,[object Object],[object Object],[object Object]
C. NEED FOR UNIQUENESS ,[object Object],[object Object]
HIERARCHY OF NEEDS: ,[object Object],EGO NEEDS,(PRESTIGE,STATUS, SELF RESPECT, ACCOMPLISHMENTS) SELF ACTUALISATION(SELF FULLFILMENT ENNRICHING EXPERIENCE) SOCIAL NEEDS(SENCE OF BELONGINGNESS, FRIENSHIP, AFFECTTION) SAFETY AND SECURITY(PROTECTION, ORDER, STABILITY) PHYSIOLOGICAL NEEDS(FOOD, WATER,AIR,SHELTER)
SELF ACTUALISATION NNED ,[object Object],[object Object],[object Object],[object Object]
MOTIVATION ,[object Object],[object Object],[object Object],[object Object]
AS A MARKETER:
MOTIVATION: 2 COMPONENTS ,[object Object],[object Object],[object Object],[object Object]
UNFULLFILLED NEEDS DRIVE  STRENGTH TENSION DRIVE DIRECTION BEHAVIOUR GOAL FULLFILMENT CULTURAL BACKROUND PERSONAL BACKROUND COGNATIVE PROCESSESS PAST LEARNING TENSION REDUCTION
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

More Related Content

What's hot

Top 25 Retail Brands - Kantar Retail
Top 25 Retail Brands - Kantar RetailTop 25 Retail Brands - Kantar Retail
Top 25 Retail Brands - Kantar RetailJon Gatrell
 
Connecting The Dots: Building Your Brand Across Channels
Connecting The Dots: Building Your Brand Across ChannelsConnecting The Dots: Building Your Brand Across Channels
Connecting The Dots: Building Your Brand Across ChannelsVictoria Young
 
Making Sense - The Impact of Senses on Shopping and other articles
Making Sense - The Impact of Senses on Shopping and other articlesMaking Sense - The Impact of Senses on Shopping and other articles
Making Sense - The Impact of Senses on Shopping and other articlesXPotential
 
The Business Side of Marketing
The Business Side of MarketingThe Business Side of Marketing
The Business Side of MarketingFORTHGEAR
 
The Best Kept Secret To Dominate Global Men’s Skin Care Anti-Aging Market by ...
The Best Kept Secret To Dominate Global Men’s Skin Care Anti-Aging Market by ...The Best Kept Secret To Dominate Global Men’s Skin Care Anti-Aging Market by ...
The Best Kept Secret To Dominate Global Men’s Skin Care Anti-Aging Market by ...FaceLube
 
MIT Sloan Rotman Design Challenge: Target Retail Strategy
MIT Sloan Rotman Design Challenge: Target Retail Strategy MIT Sloan Rotman Design Challenge: Target Retail Strategy
MIT Sloan Rotman Design Challenge: Target Retail Strategy Victoria Young
 
Radius shopper marketing - the full story
Radius shopper marketing  - the full storyRadius shopper marketing  - the full story
Radius shopper marketing - the full storyJohn Storey
 
How to make your customers fall in love with you.
How to make your customers fall in love with you.How to make your customers fall in love with you.
How to make your customers fall in love with you.Liquid Agency
 
International Journal of Business and Management Invention (IJBMI)
International Journal of Business and Management Invention (IJBMI)International Journal of Business and Management Invention (IJBMI)
International Journal of Business and Management Invention (IJBMI)inventionjournals
 
Farmhouse SHOPPER MARKETING LAB
Farmhouse SHOPPER MARKETING LABFarmhouse SHOPPER MARKETING LAB
Farmhouse SHOPPER MARKETING LABKaterina Simberska
 

What's hot (13)

Top 25 Retail Brands - Kantar Retail
Top 25 Retail Brands - Kantar RetailTop 25 Retail Brands - Kantar Retail
Top 25 Retail Brands - Kantar Retail
 
Connecting The Dots: Building Your Brand Across Channels
Connecting The Dots: Building Your Brand Across ChannelsConnecting The Dots: Building Your Brand Across Channels
Connecting The Dots: Building Your Brand Across Channels
 
Making Sense - The Impact of Senses on Shopping and other articles
Making Sense - The Impact of Senses on Shopping and other articlesMaking Sense - The Impact of Senses on Shopping and other articles
Making Sense - The Impact of Senses on Shopping and other articles
 
The Business Side of Marketing
The Business Side of MarketingThe Business Side of Marketing
The Business Side of Marketing
 
The Best Kept Secret To Dominate Global Men’s Skin Care Anti-Aging Market by ...
The Best Kept Secret To Dominate Global Men’s Skin Care Anti-Aging Market by ...The Best Kept Secret To Dominate Global Men’s Skin Care Anti-Aging Market by ...
The Best Kept Secret To Dominate Global Men’s Skin Care Anti-Aging Market by ...
 
MIT Sloan Rotman Design Challenge: Target Retail Strategy
MIT Sloan Rotman Design Challenge: Target Retail Strategy MIT Sloan Rotman Design Challenge: Target Retail Strategy
MIT Sloan Rotman Design Challenge: Target Retail Strategy
 
Shoptopp
ShoptoppShoptopp
Shoptopp
 
Radius shopper marketing - the full story
Radius shopper marketing  - the full storyRadius shopper marketing  - the full story
Radius shopper marketing - the full story
 
How to make your customers fall in love with you.
How to make your customers fall in love with you.How to make your customers fall in love with you.
How to make your customers fall in love with you.
 
Reading 13
Reading 13Reading 13
Reading 13
 
International Journal of Business and Management Invention (IJBMI)
International Journal of Business and Management Invention (IJBMI)International Journal of Business and Management Invention (IJBMI)
International Journal of Business and Management Invention (IJBMI)
 
Advertising
AdvertisingAdvertising
Advertising
 
Farmhouse SHOPPER MARKETING LAB
Farmhouse SHOPPER MARKETING LABFarmhouse SHOPPER MARKETING LAB
Farmhouse SHOPPER MARKETING LAB
 

Viewers also liked

Using Instagram to Promote Your Business and Increase Site Traffic
Using Instagram to Promote Your Business and Increase Site TrafficUsing Instagram to Promote Your Business and Increase Site Traffic
Using Instagram to Promote Your Business and Increase Site Trafficshawnatthunder
 
Rob Leathern - Facebook to Display: Retargeting Your Audience
Rob Leathern - Facebook to Display: Retargeting Your AudienceRob Leathern - Facebook to Display: Retargeting Your Audience
Rob Leathern - Facebook to Display: Retargeting Your AudienceMediabistro
 
Social Media For Small Business
Social Media For Small BusinessSocial Media For Small Business
Social Media For Small BusinessAmanda L. Sage
 
Why use Facebook ads ?
Why use Facebook ads ? Why use Facebook ads ?
Why use Facebook ads ? Ali Mirza
 
6 Facebook Ads Part 1
6 Facebook Ads Part 16 Facebook Ads Part 1
6 Facebook Ads Part 1Leanne Peard
 
TwitLED - Social Media Display Platform
TwitLED - Social Media Display PlatformTwitLED - Social Media Display Platform
TwitLED - Social Media Display PlatformTwitLED
 
LinkedIn Presentation
LinkedIn PresentationLinkedIn Presentation
LinkedIn PresentationNoushin Aslam
 
Using Instagram To Market Your Food-related Business
Using Instagram To Market Your Food-related BusinessUsing Instagram To Market Your Food-related Business
Using Instagram To Market Your Food-related BusinessSarah Page
 
Rita Tria How to Create Facebook Ads for Beginners
Rita Tria How to Create Facebook Ads for BeginnersRita Tria How to Create Facebook Ads for Beginners
Rita Tria How to Create Facebook Ads for BeginnersRita Tria
 
Decision making and its process...
Decision making and its process...Decision making and its process...
Decision making and its process...Vijay Meattle
 
Rwanda Social Coffee
Rwanda Social CoffeeRwanda Social Coffee
Rwanda Social Coffeewinner07
 
Tata starbucks kiosk
Tata starbucks kioskTata starbucks kiosk
Tata starbucks kioskaksbehera
 
Digital Marketing On A Budget
Digital Marketing On A BudgetDigital Marketing On A Budget
Digital Marketing On A BudgetMWI Hong Kong
 
Consumer Behavior: Digital Marketing
Consumer Behavior: Digital MarketingConsumer Behavior: Digital Marketing
Consumer Behavior: Digital MarketingAlex Brown
 
Digital DNA. Digital Is Here. India Online Marketing Trends 2015
Digital DNA. Digital Is Here. India Online Marketing Trends 2015 Digital DNA. Digital Is Here. India Online Marketing Trends 2015
Digital DNA. Digital Is Here. India Online Marketing Trends 2015 ResellerClub
 

Viewers also liked (19)

Using Instagram to Promote Your Business and Increase Site Traffic
Using Instagram to Promote Your Business and Increase Site TrafficUsing Instagram to Promote Your Business and Increase Site Traffic
Using Instagram to Promote Your Business and Increase Site Traffic
 
Rob Leathern - Facebook to Display: Retargeting Your Audience
Rob Leathern - Facebook to Display: Retargeting Your AudienceRob Leathern - Facebook to Display: Retargeting Your Audience
Rob Leathern - Facebook to Display: Retargeting Your Audience
 
Social Media For Small Business
Social Media For Small BusinessSocial Media For Small Business
Social Media For Small Business
 
Why use Facebook ads ?
Why use Facebook ads ? Why use Facebook ads ?
Why use Facebook ads ?
 
6 Facebook Ads Part 1
6 Facebook Ads Part 16 Facebook Ads Part 1
6 Facebook Ads Part 1
 
TwitLED - Social Media Display Platform
TwitLED - Social Media Display PlatformTwitLED - Social Media Display Platform
TwitLED - Social Media Display Platform
 
LinkedIn Presentation
LinkedIn PresentationLinkedIn Presentation
LinkedIn Presentation
 
Using Instagram To Market Your Food-related Business
Using Instagram To Market Your Food-related BusinessUsing Instagram To Market Your Food-related Business
Using Instagram To Market Your Food-related Business
 
Consumer behavior
Consumer behaviorConsumer behavior
Consumer behavior
 
Starbucks Social Strategy
Starbucks Social StrategyStarbucks Social Strategy
Starbucks Social Strategy
 
Rita Tria How to Create Facebook Ads for Beginners
Rita Tria How to Create Facebook Ads for BeginnersRita Tria How to Create Facebook Ads for Beginners
Rita Tria How to Create Facebook Ads for Beginners
 
Decision making and its process...
Decision making and its process...Decision making and its process...
Decision making and its process...
 
Rwanda Social Coffee
Rwanda Social CoffeeRwanda Social Coffee
Rwanda Social Coffee
 
Tata starbucks kiosk
Tata starbucks kioskTata starbucks kiosk
Tata starbucks kiosk
 
Digital Marketing On A Budget
Digital Marketing On A BudgetDigital Marketing On A Budget
Digital Marketing On A Budget
 
Consumer Behavior: Digital Marketing
Consumer Behavior: Digital MarketingConsumer Behavior: Digital Marketing
Consumer Behavior: Digital Marketing
 
Online Marketing Optimization
Online Marketing OptimizationOnline Marketing Optimization
Online Marketing Optimization
 
Digital DNA. Digital Is Here. India Online Marketing Trends 2015
Digital DNA. Digital Is Here. India Online Marketing Trends 2015 Digital DNA. Digital Is Here. India Online Marketing Trends 2015
Digital DNA. Digital Is Here. India Online Marketing Trends 2015
 
social media for small business
social media for small businesssocial media for small business
social media for small business
 

Similar to All ppts consumer b

Chapter 8
Chapter 8Chapter 8
Chapter 8detjen
 
Greyhound Case Analysis
Greyhound Case AnalysisGreyhound Case Analysis
Greyhound Case AnalysisAmber Wheeler
 
HKMIA 2012 - Social Media
HKMIA 2012 - Social MediaHKMIA 2012 - Social Media
HKMIA 2012 - Social Mediaali Bullock
 
Essay About Santa Cruz Bicycles
Essay About Santa Cruz BicyclesEssay About Santa Cruz Bicycles
Essay About Santa Cruz BicyclesMichelle Singh
 
Discover new points of differentation
Discover new points of differentationDiscover new points of differentation
Discover new points of differentationJorge Quijano
 
Building and scaling social media
Building and scaling social mediaBuilding and scaling social media
Building and scaling social mediaali Bullock
 
Five Customer Gaps
Five Customer GapsFive Customer Gaps
Five Customer GapsHelge Tennø
 
The Socially Powered Enterprise (for #SM201)
The Socially Powered Enterprise (for #SM201)The Socially Powered Enterprise (for #SM201)
The Socially Powered Enterprise (for #SM201)Eric Weaver
 
I Realize Lean Startup Hack-nov2010
I Realize Lean Startup Hack-nov2010I Realize Lean Startup Hack-nov2010
I Realize Lean Startup Hack-nov2010TOP-IX Consortium
 
Growing your Business in a Down Economy
Growing your Business in a Down EconomyGrowing your Business in a Down Economy
Growing your Business in a Down EconomyDamon Henrichs
 
Social star s-w markering workshop
Social star   s-w markering workshopSocial star   s-w markering workshop
Social star s-w markering workshopAndrew Ford
 
Bcg Matrix Is A Model Developed By Bruce Henderson Of The...
Bcg Matrix Is A Model Developed By Bruce Henderson Of The...Bcg Matrix Is A Model Developed By Bruce Henderson Of The...
Bcg Matrix Is A Model Developed By Bruce Henderson Of The...Brittney Simmons
 

Similar to All ppts consumer b (20)

Chapter 8
Chapter 8Chapter 8
Chapter 8
 
Greyhound Case Analysis
Greyhound Case AnalysisGreyhound Case Analysis
Greyhound Case Analysis
 
Plan de negocios y estudio de mercado
Plan de negocios y estudio de mercadoPlan de negocios y estudio de mercado
Plan de negocios y estudio de mercado
 
The customer gap
The customer gapThe customer gap
The customer gap
 
HKMIA 2012 - Social Media
HKMIA 2012 - Social MediaHKMIA 2012 - Social Media
HKMIA 2012 - Social Media
 
Essay About Santa Cruz Bicycles
Essay About Santa Cruz BicyclesEssay About Santa Cruz Bicycles
Essay About Santa Cruz Bicycles
 
Discover new points of differentation
Discover new points of differentationDiscover new points of differentation
Discover new points of differentation
 
Building and scaling social media
Building and scaling social mediaBuilding and scaling social media
Building and scaling social media
 
Five Customer Gaps
Five Customer GapsFive Customer Gaps
Five Customer Gaps
 
The Socially Powered Enterprise (for #SM201)
The Socially Powered Enterprise (for #SM201)The Socially Powered Enterprise (for #SM201)
The Socially Powered Enterprise (for #SM201)
 
I Realize Lean Startup Hack-nov2010
I Realize Lean Startup Hack-nov2010I Realize Lean Startup Hack-nov2010
I Realize Lean Startup Hack-nov2010
 
Growing your Business in a Down Economy
Growing your Business in a Down EconomyGrowing your Business in a Down Economy
Growing your Business in a Down Economy
 
Oh Shift
Oh ShiftOh Shift
Oh Shift
 
Social star s-w markering workshop
Social star   s-w markering workshopSocial star   s-w markering workshop
Social star s-w markering workshop
 
Bcg Matrix Is A Model Developed By Bruce Henderson Of The...
Bcg Matrix Is A Model Developed By Bruce Henderson Of The...Bcg Matrix Is A Model Developed By Bruce Henderson Of The...
Bcg Matrix Is A Model Developed By Bruce Henderson Of The...
 
Hospitality Marketing Essay Example
Hospitality Marketing Essay ExampleHospitality Marketing Essay Example
Hospitality Marketing Essay Example
 
5. goldsmiths short course introduction to marketing data
5. goldsmiths short course   introduction to marketing data5. goldsmiths short course   introduction to marketing data
5. goldsmiths short course introduction to marketing data
 
Basics of Food and Drinks Advertising and Promotion
 Basics of Food and Drinks Advertising and Promotion  Basics of Food and Drinks Advertising and Promotion
Basics of Food and Drinks Advertising and Promotion
 
Philter Shopper Marketing Forum
Philter Shopper Marketing ForumPhilter Shopper Marketing Forum
Philter Shopper Marketing Forum
 
Popai (oct2012)
Popai (oct2012)Popai (oct2012)
Popai (oct2012)
 

More from GALAXY GLOBAL GROUP OF INSTITUTIONS

Consumer behaviour Diagram consumer involvement and decision making model
Consumer behaviour Diagram consumer involvement and decision making modelConsumer behaviour Diagram consumer involvement and decision making model
Consumer behaviour Diagram consumer involvement and decision making modelGALAXY GLOBAL GROUP OF INSTITUTIONS
 
Business environment by jagdeep singh ,shelly, Parmod from galaxy global grou...
Business environment by jagdeep singh ,shelly, Parmod from galaxy global grou...Business environment by jagdeep singh ,shelly, Parmod from galaxy global grou...
Business environment by jagdeep singh ,shelly, Parmod from galaxy global grou...GALAXY GLOBAL GROUP OF INSTITUTIONS
 

More from GALAXY GLOBAL GROUP OF INSTITUTIONS (20)

BE Fdi
BE FdiBE Fdi
BE Fdi
 
Be industrialisation trends and policy
Be industrialisation trends and policyBe industrialisation trends and policy
Be industrialisation trends and policy
 
Bop in detail
Bop in detailBop in detail
Bop in detail
 
BE Bop ppt new 1
BE Bop ppt new 1BE Bop ppt new 1
BE Bop ppt new 1
 
cb Model of industrial buyer behaviour
cb Model of industrial buyer behaviourcb Model of industrial buyer behaviour
cb Model of industrial buyer behaviour
 
cb Industrial buying behavior
cb Industrial buying behaviorcb Industrial buying behavior
cb Industrial buying behavior
 
cb Diagram consumer involvement and decision making model
cb Diagram consumer involvement and decision making modelcb Diagram consumer involvement and decision making model
cb Diagram consumer involvement and decision making model
 
cb Diffussion of innovation
cb Diffussion of innovationcb Diffussion of innovation
cb Diffussion of innovation
 
Cb consumer perception
Cb consumer perceptionCb consumer perception
Cb consumer perception
 
CB culture subculture social class reference group
CB culture subculture social class reference groupCB culture subculture social class reference group
CB culture subculture social class reference group
 
Fdi
FdiFdi
Fdi
 
Be industrialisation trends and policy
Be industrialisation trends and policyBe industrialisation trends and policy
Be industrialisation trends and policy
 
Cognition
CognitionCognition
Cognition
 
Consumer attitude and attitude change
Consumer attitude and attitude changeConsumer attitude and attitude change
Consumer attitude and attitude change
 
BUsiness environment Disinvestment globalisation imf
BUsiness environment Disinvestment globalisation imfBUsiness environment Disinvestment globalisation imf
BUsiness environment Disinvestment globalisation imf
 
consumer behaviour Involvement ppt
consumer behaviour Involvement pptconsumer behaviour Involvement ppt
consumer behaviour Involvement ppt
 
Consumer behaviour Diagram consumer involvement and decision making model
Consumer behaviour Diagram consumer involvement and decision making modelConsumer behaviour Diagram consumer involvement and decision making model
Consumer behaviour Diagram consumer involvement and decision making model
 
Cognition consumer behaviour
Cognition consumer behaviourCognition consumer behaviour
Cognition consumer behaviour
 
Business environment new 2
Business environment new 2Business environment new 2
Business environment new 2
 
Business environment by jagdeep singh ,shelly, Parmod from galaxy global grou...
Business environment by jagdeep singh ,shelly, Parmod from galaxy global grou...Business environment by jagdeep singh ,shelly, Parmod from galaxy global grou...
Business environment by jagdeep singh ,shelly, Parmod from galaxy global grou...
 

Recently uploaded

Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Commit University
 
UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6DianaGray10
 
Bird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemBird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemAsko Soukka
 
Building AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptxBuilding AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptxUdaiappa Ramachandran
 
NIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopNIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopBachir Benyammi
 
Cybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxCybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxGDSC PJATK
 
UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8DianaGray10
 
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsIgniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsSafe Software
 
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfUiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfDianaGray10
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Websitedgelyza
 
Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.YounusS2
 
Comparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioComparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioChristian Posta
 
Machine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfMachine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfAijun Zhang
 
20230202 - Introduction to tis-py
20230202 - Introduction to tis-py20230202 - Introduction to tis-py
20230202 - Introduction to tis-pyJamie (Taka) Wang
 
Nanopower In Semiconductor Industry.pdf
Nanopower  In Semiconductor Industry.pdfNanopower  In Semiconductor Industry.pdf
Nanopower In Semiconductor Industry.pdfPedro Manuel
 
OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureEric D. Schabell
 
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1DianaGray10
 
9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding TeamAdam Moalla
 
AI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarAI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarPrecisely
 

Recently uploaded (20)

Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)
 
UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6
 
Bird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemBird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystem
 
Building AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptxBuilding AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptx
 
NIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopNIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 Workshop
 
Cybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxCybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptx
 
UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8
 
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsIgniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
 
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfUiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Website
 
Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.
 
Comparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioComparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and Istio
 
Machine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfMachine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdf
 
20230202 - Introduction to tis-py
20230202 - Introduction to tis-py20230202 - Introduction to tis-py
20230202 - Introduction to tis-py
 
Nanopower In Semiconductor Industry.pdf
Nanopower  In Semiconductor Industry.pdfNanopower  In Semiconductor Industry.pdf
Nanopower In Semiconductor Industry.pdf
 
OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability Adventure
 
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
 
201610817 - edge part1
201610817 - edge part1201610817 - edge part1
201610817 - edge part1
 
9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team
 
AI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarAI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity Webinar
 

All ppts consumer b

  • 1.  
  • 2.
  • 3. INTERNET YOUR THOUGHT YOUR ACTION
  • 4.
  • 5.
  • 6.
  • 7. HOW THIS RELATED TO ME????
  • 9.
  • 10.
  • 11.
  • 13. AS A MARKETER…….. FOCUS ON PERSONAL CONSUMERS(OWN USE)
  • 14. NOTES IN WORD FORMAT.
  • 15. INTRODUCTION TO C B PRODUCTION CONCEPT PRODUCT CONCEPT SELLING CONCEPT MARKETING CONCEPT
  • 16. BEFORE 1900 `S ONLY RICH 1908 FORD T MODEL = $850 PRODUCTION EFFICIENT: ASSEMBLY LINE-- $360
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.  
  • 28.
  • 29.
  • 31.
  • 32. CB AND MARKETING STRATEGY: UNDERSTANDING OF CB IS BASIS FOR MARKETING STARTEGY FORMULATION. INDIVIDUAL, FIRM , SOCIETY CONSUMER DECISION PROCESS PROBLEM RECOGNITION INFORMATION SEARCH ALTERNATIVE EVALUATION,PURCHASE,USE,EVALUATION . MARKET ANALYSIS COMPANY,COMPETITOR,CONDITIONS,CONSUMERS. MARKET SEGMENTATION IDENTIFY PRODUCT RELATED NEED SETS,GROUP CUSTOMERS WITH SIMILAR NEEDS,DESCRIBE EACH GROUP,SELECT THE ATTRACTIVE SEGMENTS TO TARGET . MARKETING STRATEGY PRODUCT,PRICING,DISTRIBUTION,PROMOTION,SERVICES(CRUX: TO ADD VALUE VIS A VIS COMPETITOR. ALSO CALLED AS TOTAL PRODUCT. HERE THE PRODUCT IS SEND IN TARGET MARKET FORMULATION OF MARKETING STRATEGY HERE.
  • 33. EXTERNAL INFLUENCES CULTURE SUBCULTURE DEMOGRAPHICS SOCIAL STATUS REFERENCE GROUPS FAMILY MARKETING ACTIVITIES INTERNAL INFLUENCES PERCEPTION LEARNING MEMORY MOTIVES PERSONALITY EMOTIONS ATTITUDE SELF CONCEPT & LIFESTYLE DECISION PROCESS SITUATIONS PROBLEM RECOGNITION INFORMATION SEARCH ALTERNATIVE EVALUATION AND SELECTION OUTLET SELECTION AN PURCHASE POST PURCHASE PROCESS NEEDS DESIRE EXPERIENCES AND ACQUISITIONS EXPERIENCES AND ACQUISITIONS
  • 34. SEGMENT SIZE SGMENT GROWTH COMPETITOR STRENGTH CUSTOMER SATISFACTION WITH EXISTING PRODUCT FIT WITH COMPANY IMAGE FIT WITH COMPANY OBJECTIVE FIT WITH COMPANY RESOURCES DISTRIBUTION AVALIABLE INVESTMENT REQUIRED STABILITY/PREDICTIBILITY COST TO SERVE SUSTAINABLE ADVANTAGE AVAILABLE COMMUNICATION CHANNEL AVAILABLE RISK OTHERS -------- --------- --------- ---------- -------- ----------- ---------- ----------- ----------- ------------ -------------- ----------- -------------- --------- -------- CRITERION SCORE SCORE ON A 1 TO 10 SCALE, WITH 10 BEING MOST FAVOURABLE. MARKET SEGMENT ATTRACTIVE WORKSHEET
  • 35.
  • 37. YOU NEED TO KNOW.
  • 38. REMEMBER THIS…….. CONSUMER DON`T PURCHASE QUARTER-INCH DRILL BITS BUT THE ABALITY TO CREATE QUARTER- INCH HOLES.
  • 39.
  • 40.
  • 41.
  • 42. PRICE: AMOUNT OF MONEY ONE MUST PAY TO OBTAIN THE RIGHT TO USE THE PRODUCT
  • 43. EVERYTING THE CUSTOMER MUST SURRENDER IN ORDER TO RECEIVE THE BENEFITS OF OWING/USING THE PRODUCT.
  • 44.  
  • 45.
  • 46.  
  • 47. Example: HULLY CORPORATION $700 MILLION BICYCLE MANUFACTURE. LAUNCED BICYCLE $ 159 CROSS SPORT: A CROSS BETWEEN MOUNTAIN BIKE AND THIN FRAMED 10 SPEED BICYCLE. AFTER RESEARCH FOCUSED GROUP AND PRODUCT CONCEPT TEST(CONSUMER ACCEPTENCE). LAUNCHED THROUGH MASS DISTRIBUTION. KMART , TOYS ‘R’ US. BUT FLOPPED THIS NEEDED GOOD KNOWLEDGE SALES PERSON, DEMAND INDIVIDUAL SALES ATTENTION NOT MASS DISTRIBUTION.
  • 48.  
  • 49.  
  • 50. C . D PROCESS INTERVENCES BETWEEN THE MARKETING STRATEGY AND OUTCOME
  • 51.  
  • 52.
  • 53. B. CREATING SATISFIED CUSTOMERS. OUR TOTAL PRODUCT COMPETITOR TOTAL PRODUCT CONSUMER DECISION PROCESS SUPERIOR VALUE EXPECTED SALES PERCEIVED VALUE DELIVERED CUSTOMER SATISFIED
  • 54. A. NEED SATISFACTION . ACTUAL NEED FULLFILLMENT AND PERCEIVED NEED FULLFILLMENT. EXAMPLE: FOOD SUPPLYMENT. YOU BELIVE BUT NO DIRECT HEALTH EFFECT OR EVEN NEGETIVE B. INJURIOUS CONSUMPTION YOU FULLFILL ONE NEED BUT THIS EFFECT THEIR ABILITY TO FULLFILL OTHER. EXAMPLE: MOST AMERICANS LIFESTYLE NOW, CANNOT RETAIL WHEN RETIREMENT. RESULT: FINANCIAL DISTRESS, FAMILY STRESS, BANKRUPTCY, BY PASS MEDICAL, DENTAL CARE OR EVEN HOMELESSNESS.
  • 55. 10 MILLION AMERICAN SUFFER FINANCIAL LOSS  GAMBLING. 10 AND 80 MILLION ALCHOLIC AND CIGRETTE SMOKERS. EVERY YEAR 25000 DIE RESULT OF ALCHOLIC RELATED TRAFFIC ACCIDENT.
  • 57. WHY DO CONSUMER CARE ABOUT SOME PRODUCTS,BRANDS AND NOT OTHERS. SOME ARE HIGHLY MOTIVATED TO SEEK INFORMATION OTHERS – NO INTEREST. SO ARROW/FOCUS TOWARDS UNDERSTANDING CONSUMER INVOLVEMENT
  • 58.
  • 59.  
  • 60.
  • 62. SO INVOLVEMENT COGNATIVE AFFECTIVE(this effect more on behaviour-> decision making)
  • 63.
  • 64.  
  • 65. SO AS A MARKETER:::::::::: SEE FOCUS INVOLVEMENT OF CUSTOMERS. WHAT CUSTOMER CONSIDER TO BE PERSONALLY RELEVANT  IS IT A PRODUCT, BRAND, AN OBJECT, A BEHAVIOUR, EVENT, SITUATION, ENVIRONMENT. SEE WHAT END KNOWLEDGE/BASES IS IMPORTANT FOR INVOLVEMENT:
  • 66.
  • 67.
  • 68.
  • 69.
  • 70. PURCHASE BEHAVIOUR IS COMPLEX FUNCTION OF:::::::::::::
  • 71.
  • 72.
  • 73.
  • 74.
  • 75.
  • 76.
  • 77.
  • 78. 3.PLANNING  DETERMING HOW TO SOLVE PROBLEM TO REACH A GOAL 4.DECIDING  COMPARING ALTERNATIVES AND SELECTING THE BEST. 5.THINKING  COGNITIVE ACTIVITY THAT OCCURS DURING ALL THESES PROCESSES( THINKING PROCESS OF ALL ABOVE: FUNCTION OF C. SYSTEM: TO INTERPRET, MAKE SENCE OF AND UNDERSTANDING SIGNIFICANT ASPECTS OF THEIR PERSONAL EXPERIENCES:
  • 79.
  • 80.
  • 81.
  • 82.
  • 83.
  • 84.
  • 85. INFORMATION SEARCH IN CONSUMER DECISION. WHAT EVALUATIVE CRITERIA ARE NEEDED WHAT SOLUTIONS EXITS WHAT IS THE PERFORMANCE OF EACH SOLUTION ON EACH EVALUATIVE CRITERIOR INFORMATION SEARCH TERMINATED CAN A DECISION BE MADE YES INFORMATION SEARCH CONTINUOUS NO
  • 86.
  • 87. AWARENESS SET IBM APPLE NEC TOSHIBA COMPAQ HP FUJITSU SONY EVOKED SET: IBM APPLE COMPAQ INERT SET TOSHIBA SONY HP NEC INEPT SET FUJISTU 1 ST PREFERENCE WILL BUY FROM THIS LOT HE WILL BUY FROM THIS SET IF EVOKED SET IS NOT AVAILABLE. TOTALLY NOT INTERESTED CRUX: MARKETER NOT ONLY TO TARGET AWARENESS SET BUT ALSO EVOKED & INERT SET
  • 88. INFORMATION SOURCES FOR A PURCHASE DECISION INFORMATION SOURCES PASSIVELY ACQUIRED ACTIVELY ACQUIRED ACTIVELY ACQUIRED EXTERNAL INFORMATION INTERNAL INFORMATION PAST SEARCHES PERSONAL EXPERIENCES LOW INVOLVEMENT LEARNING INDEPENDENTGROUP , PERSONALCONTACT, MARKETER INFO, EXPERIMENTAL.
  • 89.
  • 90.
  • 91.
  • 92.
  • 93.
  • 94.
  • 95.
  • 96.
  • 97.
  • 98.
  • 99.
  • 100.
  • 101.
  • 102. HOW IT IS RELATED TO ME?
  • 103.
  • 104. EXAMPLE: NOTEBOOK: MEASUREMENT OF EVALUATIVE CRITERION IMPORTANCE RANKS: MORE CONCERNED= 1, LEAST CONCERNED = 2 CRITERION CONSUMER A CONSUMER B CONSUMER C PRICE 1 6 3 PROCESSOR 5 1 4 DISPLAY QUALITY 3 3 1 MEMORY 6 2 5 WEIGHT 4 4 2 AFTER SALE SUPPORT 2 5 6
  • 105.
  • 106.
  • 107.
  • 108.
  • 109.
  • 110.
  • 111.  
  • 112.
  • 113.
  • 114.
  • 115.
  • 116.
  • 117.
  • 118.
  • 119.
  • 121.
  • 122. UNFULLFILLED NEEDS DRIVE STRENGTH TENSION DRIVE DIRECTION BEHAVIOUR GOAL FULLFILMENT CULTURAL BACKROUND PERSONAL BACKROUND COGNATIVE PROCESSESS PAST LEARNING TENSION REDUCTION
  • 123.  
  • 124.  
  • 125.  
  • 126.  
  • 127.  
  • 128.  
  • 129.  
  • 130.  
  • 131.  
  • 132.  
  • 133.  
  • 134.  
  • 135.  
  • 136.  
  • 137.  
  • 138.  
  • 139.  
  • 140.  
  • 141.  
  • 142.  
  • 143.  
  • 144.  
  • 145.  
  • 146.  
  • 147.  
  • 148.  
  • 149.  
  • 150.  
  • 151.  
  • 152.  
  • 153.  
  • 154.  
  • 155.  
  • 156.  
  • 157.  
  • 158.  
  • 159.  
  • 160.  
  • 161.  
  • 162.  
  • 163.  
  • 164.  
  • 165.  
  • 166.  
  • 167.  
  • 168.  
  • 169.  
  • 170.  
  • 171.  
  • 172.  
  • 173.  
  • 174.  
  • 175.  
  • 176.  
  • 177.  
  • 178.  
  • 179.  
  • 180.  
  • 181.  
  • 182.  
  • 183.  
  • 184.  
  • 185.  
  • 186.  
  • 187.  
  • 188.  
  • 189.  
  • 190.  
  • 191.  
  • 192.  
  • 193.  
  • 194.  
  • 195.  
  • 196.  
  • 197.  
  • 198.  
  • 199.  
  • 200.  
  • 201.  
  • 202.  
  • 203.  
  • 204.  
  • 205.  
  • 206.  
  • 207.  
  • 208.  
  • 209.  
  • 210.  
  • 211.  
  • 212.  
  • 213.  
  • 214.  
  • 215.  
  • 216.  
  • 217.  
  • 218.  
  • 219.  
  • 220.  
  • 221.  
  • 222.  
  • 223.  
  • 224.  
  • 225.  
  • 226.  
  • 227.  
  • 228.  
  • 229.  
  • 230.  
  • 231.  
  • 232.  
  • 233.  
  • 234.  
  • 235.  
  • 236.  
  • 237.  
  • 238.  
  • 239.  
  • 240.