Marketing y Comportamiento del consumidorPresentation Transcript
Marketing is the process ofcommunicating the value ofa product or service tocustomers. It is a criticalbusiness function forattracting customers.
There are five competing concepts under whichorganizations can choose to operate their business;The production conceptThe product conceptThe selling conceptThe marketing conceptThe holistic marketing concept.Relationship marketing.Internal marketing.Integrated marketing.Socially responsivemarketing.
The set of engagements necessary for successfulmarketing management includes, capturingmarketing insights, connecting withcustomers, building strong brands, shaping themarket offerings, delivering and communicatingvalue, creating long-term growth, anddeveloping marketing strategies and plans.
Consumer behavior is the study of consumerbehavior to finding, purchasing, using, evaluatingand disposing of products andservices, consider, will meet your needs
The study of consumer behavior responds to thefollowing question:BUY WHAT? It involves analyzingthe type of product that theconsumer selects from among allthe products you want.WHO BUYS? Determine who isthe person who really makes thedecision to purchase, if eitherthe consumer, or who influencehim.
WHY BUY? Analyze whatare the reasons why aproduct is purchasedbased on the benefits orsatisfaction that producesconsumer needs throughacquisition.HOW DO I BUY? It isrelated to the process. Ifthe purchase decisionmade in a rational oremotional. If pay by cash orcard.
WHEN BUYING? You mustknow the time of purchaseand frequency of purchase inrelation to their needs, whichare changing throughout hislife.WHERE TO BUY? The placeswhere the consumerpurchases are influenced bythe distribution channels andalso by other aspects of theservice, treatment, image ofthe point of sale, etc..
BUYING HOW? Thephysical quantity of theproduct purchased or tosatisfy their desires orneeds. This indicates ifthe purchase isrepetitive or not.HOW DO YOU USE?With respect to themanner in which theconsumer uses theproduct will create agiven package orproduct presentation.