This presentation is answering a question i.e. 'in what ways do consumers stray from deliberative, rational decision making ' from the book south asian perspective of marketing by kotler and keller.
The document discusses several limitations that can impact rational decision making. It notes that managers may focus on finding the right answer rather than clearly defining the problem. Insufficient knowledge about a problem or its alternatives can also limit rational decisions. Time pressures may lead to hasty decisions without full rational consideration. Environmental factors assumed when making a decision could change, undermining the rationality of the choice. Other limitations include the need for compromise, misjudging people's values, poor communication, uncertainty, and an inability to properly analyze available knowledge and human behavior.
5-(IV)in what ways do consumers stray from rational decision process114iiminternship
This document summarizes different ways that consumer decision making can stray from rational deliberation. It discusses low involvement peripheral decision making, variety-seeking behavior, and concepts from behavioral decision theory and behavioral economics like heuristics, framing, and mental accounting. Specifically, it explains how consumers use heuristics like availability and representativeness, how framing can influence choices, and how mental accounting involves categorizing financial options in non-logical ways like integrating small gains with large losses.
The document discusses rational decision making in management information systems. It defines a rational decision as one that effectively and efficiently achieves the goal for which it was made. It notes that rationality can be judged based on the process of decision making rather than just the outcome. Rationality is a multidimensional concept that can vary based on factors like the organization, situation, and individual views. The types of rationality include decisions that maximize objectives, are made with the knowledge available, are made through a conscious process, are oriented toward the organization, and achieve personal goals.
This document discusses three contrasting views of the decision-making process proposed by Herbert Simon, Jacques Lacan, and Geoffrey Vickers. Simon's view focuses on rational choice and problem-solving to achieve given ends. Lacan's view focuses on the timing of decisions and the three stages of logical time. Vickers' view focuses on the role of values and balancing economic and ethical considerations in decision-making. The document also discusses concepts like bounded rationality and the relationship between information systems, decision quality, and organizational effectiveness.
The students who have asked difficult questions, which have helped us clarify our own thinking, and the students from many countries who have provided us with interesting insights into the national and cultural differences in tourist behavior.
Dicision Making - Business Admintration ClassYi-Chi Tang
The document discusses several key aspects of decision making including:
1) The rational decision making model involves identifying problems, criteria, alternatives, and selecting the optimal alternative.
2) Decision making involves varying degrees of certainty, risk, and uncertainty depending on how much is known about outcomes.
3) Bounded rationality recognizes that people have limited cognitive abilities and use heuristics and "satisficing" to make feasible rather than optimal decisions.
4) Well-structured problems have clear solutions while poorly structured problems are complex with ambiguity.
The document discusses several limitations that can impact rational decision making. It notes that managers may focus on finding the right answer rather than clearly defining the problem. Insufficient knowledge about a problem or its alternatives can also limit rational decisions. Time pressures may lead to hasty decisions without full rational consideration. Environmental factors assumed when making a decision could change, undermining the rationality of the choice. Other limitations include the need for compromise, misjudging people's values, poor communication, uncertainty, and an inability to properly analyze available knowledge and human behavior.
5-(IV)in what ways do consumers stray from rational decision process114iiminternship
This document summarizes different ways that consumer decision making can stray from rational deliberation. It discusses low involvement peripheral decision making, variety-seeking behavior, and concepts from behavioral decision theory and behavioral economics like heuristics, framing, and mental accounting. Specifically, it explains how consumers use heuristics like availability and representativeness, how framing can influence choices, and how mental accounting involves categorizing financial options in non-logical ways like integrating small gains with large losses.
The document discusses rational decision making in management information systems. It defines a rational decision as one that effectively and efficiently achieves the goal for which it was made. It notes that rationality can be judged based on the process of decision making rather than just the outcome. Rationality is a multidimensional concept that can vary based on factors like the organization, situation, and individual views. The types of rationality include decisions that maximize objectives, are made with the knowledge available, are made through a conscious process, are oriented toward the organization, and achieve personal goals.
This document discusses three contrasting views of the decision-making process proposed by Herbert Simon, Jacques Lacan, and Geoffrey Vickers. Simon's view focuses on rational choice and problem-solving to achieve given ends. Lacan's view focuses on the timing of decisions and the three stages of logical time. Vickers' view focuses on the role of values and balancing economic and ethical considerations in decision-making. The document also discusses concepts like bounded rationality and the relationship between information systems, decision quality, and organizational effectiveness.
The students who have asked difficult questions, which have helped us clarify our own thinking, and the students from many countries who have provided us with interesting insights into the national and cultural differences in tourist behavior.
Dicision Making - Business Admintration ClassYi-Chi Tang
The document discusses several key aspects of decision making including:
1) The rational decision making model involves identifying problems, criteria, alternatives, and selecting the optimal alternative.
2) Decision making involves varying degrees of certainty, risk, and uncertainty depending on how much is known about outcomes.
3) Bounded rationality recognizes that people have limited cognitive abilities and use heuristics and "satisficing" to make feasible rather than optimal decisions.
4) Well-structured problems have clear solutions while poorly structured problems are complex with ambiguity.
Marketing Internship under Prof. Sameer MathurSameer Mathur
This document contains summaries of marketing management lessons and case studies from an internship. It includes:
1) Lessons on storytelling, using cornerstones, and developing wants rather than needs in customers.
2) Summaries of textbook chapters on marketing planning, analyzing markets and competition, positioning, and communications.
3) A marketing plan for a minor league baseball team targeting families with $6 tickets and community events.
4) A case study on a brewing company exploring expanding its legacy brand to the light beer market.
5) A case on the purchase of legendary piano maker Steinway & Sons and challenges maintaining its brand reputation.
The document discusses creativity in advertising and when it is most effective. It defines creativity as the ability to find unusual and nonobvious solutions to a problem. The use of creativity differs by product category, with more functional products preferring less creative approaches. Simply making ads more creative does not always lead to more sales. The best models for determining ad effectiveness account for interdependencies between variables rather than assuming independence. The case method is also discussed as an alternative to lectures for teaching that requires students to actively engage with materials.
Slides on making the most of a polarizing brand, based on a Harvard Business Review Article By Xueming Luo, Michael Wiles, and Sascha Raithel, by Dhananjay Goel.
1) The document discusses various creative advertising techniques like using memes, interactive games, collaborating with customers, and injecting humor.
2) It provides examples of successful ad campaigns that utilized these techniques, such as an Oreo campaign that engaged customers in designing cookies and a Kia Motors ad showing hamsters chilling in a car.
3) The document advocates for using native advertising by embedding products in movies, TV shows, and games to gain greater attention from consumers.
Hbr article - creative that cracks codeSameer Mathur
These are based upon an HBR Article: creative that cracks code
made by Nandini Gupta as a marketing internship done under the guidance of Prof. Sameer Mathur
Preserve the luxury or extend the Brand Sameer Mathur
HLL faced a dilemma about whether to extend its popular brands into new categories to drive growth. On one hand, brand extensions could increase profits by leveraging existing brand equity. However, extensions also carried risks like confusing consumers or damaging the core brand if not done properly. HLL's chairman believed extensions should strengthen, not change, the core brand. While some extensions like Clinic All Clear shampoo were successful, others like Ponds toothpaste failed. Facing intensifying competition, HLL decided to strengthen its presence in the talcum powder category by extending several brands into it in 2003.
Preserve the luxury or extend the Brand Sameer Mathur
1) The case study discusses a family owned wine estate in Bordeaux, France called Chateau de Vallois that is facing a dilemma around a proposal from the owner's granddaughter, Clare, to produce an affordable luxury wine that could be sold directly to consumers.
2) The CEO and estate manager oppose the idea due to concerns about damaging the brand reputation, increased operating expenses, and losing distributor relationships. Clare believes the new wine could attract younger customers and expand the brand.
3) The case examines the positives and negatives of brand extensions, providing examples from companies like Nestle, BPCL, Hindustan Lever Limited, and Coca-Cola. It discusses both successful and unsuccessful extensions undertaken by these brands
These slides were created by Maulshri Pathak from UIT RGPV as part of an internship done under the guidance of Prof. Sameer Mathur (www.IIMInternship.com
Mednet.com faces declining traffic and revenue as competitors provide similar health information. One major competitor, Cholesterol.com, focuses on specific conditions and gathers personal user data, attracting major advertisers. Mednet considers adapting this model but surveys find users opposed to providing personal data. Instead, Mednet decides to gradually expand into alternative medicine content, starting cautiously, to grow its audience and advertising revenue without compromising its scientific standards or legal compliance. This solution balances increasing traffic and sales with maintaining user trust.
The document discusses the history and business of The Goodyear Tire & Rubber Company, a global tire manufacturer founded in 1898 in Akron, Ohio. It details Goodyear's dominance in the early tire industry and describes its product portfolio including tires for cars, trucks, aircraft and heavy machinery. The text also examines Goodyear's Aquatred tire development in the 1990s, consumer brand preferences between Goodyear and Michelin at that time, and managers' concerns around launching the new Aquatred product.
A brand is forever ! A framework for revitalizing declining and dead brands.Sameer Mathur
This presentation is based on the case study of harvard business review on the case "A brand is forever ! A framework for revitalizing declining and dead brands."
A brand is forever- Havard Business CaseSameer Mathur
The prsentation is based on Havard Business Case " A brand is forever" which highlights examples of brand decline, investigates leading causes of brand decline, identify signs that are precursors to impending decline, suggests guidelines to revitalize dead or declining brands.
Unilever launched its "Path to Growth" initiative in 2000 to decentralize its 1,600 brands into 400 global masterbrands. Dove was selected as a masterbrand. It had previously relied on claims of functional superiority but could no longer do so across categories. Its new role was to provide a point of view. Research found that advertising portrayed unattainable standards of beauty. Dove launched its "Campaign for Real Beauty" in 2004 featuring everyday women to promote a broader definition of beauty. It risked criticism but generated significant awareness and debate, establishing an emotional connection with women. The campaign was hugely successful and helped Dove become the number one cleansing brand, with the fund also raising self-esteem of girls
Brand managers are facing challenges in the new era of consumer disaggregation. Retailers are gaining more power through their consumer data collected from loyalty programs. Kraft Foods launched a personalized magazine called "Food & Family" to build direct relationships with consumers. However, brand management systems are still focused on brands rather than consumers. The case discusses that brands can still be valuable by developing differentiated value propositions under umbrella branding and combining with targeted consumer communication through disaggregation. Brand managers need to shift their focus from brands to developing relationships directly with profitable consumer segments.
Gino sa distribution channel managementSameer Mathur
The document discusses a case study involving Gino SA, a burner manufacturer, and its distributor Jinghua and potential OEM customer Feima. Gino's China marketing manager Zhou must decide whether to develop Feima as an OEM customer directly or continue selling through Jinghua, risking losing Feima's business. While gaining Feima as an OEM would increase sales, it could damage Gino's relationship with Jinghua, its largest distributor accounting for 40% of revenue. The recommendation is for Gino to accept Feima as a customer through Jinghua to strengthen bonds with distributors while keeping Feima's business through discounts.
How do institutional buyers and government agencies do their buyingSameer Mathur
Institutional buyers and government agencies form decision-making units or committees to identify needs and wants. They then ask suppliers to submit bids for contracts and often award the contract to the lowest bidder. Large government projects may also float global tenders to receive bids from international suppliers.
How do business buyers make their decisionSameer Mathur
The buying process begins with a company recognizing a need that can be met through acquiring a good or service. The buyer then determines general characteristics and requirements and solicits proposals from suppliers. The buying center specifies desired supplier attributes, selects the best supplier, and negotiates the final order details. The buyer periodically reviews supplier performance and may continue, modify, or end the relationship based on reviews.
Facebook Marketing Strategy with SNJ Global Services.pptxsarfrazkhanm47
Explore the potential of Facebook marketing with SNJ Global Services. We specialize in targeted ad campaigns and engaging content strategies to enhance your brand's visibility and drive conversions. Discover more about our solutions at SNJ Global Services:
https://snjglobalservices.com/.
Marketing Internship under Prof. Sameer MathurSameer Mathur
This document contains summaries of marketing management lessons and case studies from an internship. It includes:
1) Lessons on storytelling, using cornerstones, and developing wants rather than needs in customers.
2) Summaries of textbook chapters on marketing planning, analyzing markets and competition, positioning, and communications.
3) A marketing plan for a minor league baseball team targeting families with $6 tickets and community events.
4) A case study on a brewing company exploring expanding its legacy brand to the light beer market.
5) A case on the purchase of legendary piano maker Steinway & Sons and challenges maintaining its brand reputation.
The document discusses creativity in advertising and when it is most effective. It defines creativity as the ability to find unusual and nonobvious solutions to a problem. The use of creativity differs by product category, with more functional products preferring less creative approaches. Simply making ads more creative does not always lead to more sales. The best models for determining ad effectiveness account for interdependencies between variables rather than assuming independence. The case method is also discussed as an alternative to lectures for teaching that requires students to actively engage with materials.
Slides on making the most of a polarizing brand, based on a Harvard Business Review Article By Xueming Luo, Michael Wiles, and Sascha Raithel, by Dhananjay Goel.
1) The document discusses various creative advertising techniques like using memes, interactive games, collaborating with customers, and injecting humor.
2) It provides examples of successful ad campaigns that utilized these techniques, such as an Oreo campaign that engaged customers in designing cookies and a Kia Motors ad showing hamsters chilling in a car.
3) The document advocates for using native advertising by embedding products in movies, TV shows, and games to gain greater attention from consumers.
Hbr article - creative that cracks codeSameer Mathur
These are based upon an HBR Article: creative that cracks code
made by Nandini Gupta as a marketing internship done under the guidance of Prof. Sameer Mathur
Preserve the luxury or extend the Brand Sameer Mathur
HLL faced a dilemma about whether to extend its popular brands into new categories to drive growth. On one hand, brand extensions could increase profits by leveraging existing brand equity. However, extensions also carried risks like confusing consumers or damaging the core brand if not done properly. HLL's chairman believed extensions should strengthen, not change, the core brand. While some extensions like Clinic All Clear shampoo were successful, others like Ponds toothpaste failed. Facing intensifying competition, HLL decided to strengthen its presence in the talcum powder category by extending several brands into it in 2003.
Preserve the luxury or extend the Brand Sameer Mathur
1) The case study discusses a family owned wine estate in Bordeaux, France called Chateau de Vallois that is facing a dilemma around a proposal from the owner's granddaughter, Clare, to produce an affordable luxury wine that could be sold directly to consumers.
2) The CEO and estate manager oppose the idea due to concerns about damaging the brand reputation, increased operating expenses, and losing distributor relationships. Clare believes the new wine could attract younger customers and expand the brand.
3) The case examines the positives and negatives of brand extensions, providing examples from companies like Nestle, BPCL, Hindustan Lever Limited, and Coca-Cola. It discusses both successful and unsuccessful extensions undertaken by these brands
These slides were created by Maulshri Pathak from UIT RGPV as part of an internship done under the guidance of Prof. Sameer Mathur (www.IIMInternship.com
Mednet.com faces declining traffic and revenue as competitors provide similar health information. One major competitor, Cholesterol.com, focuses on specific conditions and gathers personal user data, attracting major advertisers. Mednet considers adapting this model but surveys find users opposed to providing personal data. Instead, Mednet decides to gradually expand into alternative medicine content, starting cautiously, to grow its audience and advertising revenue without compromising its scientific standards or legal compliance. This solution balances increasing traffic and sales with maintaining user trust.
The document discusses the history and business of The Goodyear Tire & Rubber Company, a global tire manufacturer founded in 1898 in Akron, Ohio. It details Goodyear's dominance in the early tire industry and describes its product portfolio including tires for cars, trucks, aircraft and heavy machinery. The text also examines Goodyear's Aquatred tire development in the 1990s, consumer brand preferences between Goodyear and Michelin at that time, and managers' concerns around launching the new Aquatred product.
A brand is forever ! A framework for revitalizing declining and dead brands.Sameer Mathur
This presentation is based on the case study of harvard business review on the case "A brand is forever ! A framework for revitalizing declining and dead brands."
A brand is forever- Havard Business CaseSameer Mathur
The prsentation is based on Havard Business Case " A brand is forever" which highlights examples of brand decline, investigates leading causes of brand decline, identify signs that are precursors to impending decline, suggests guidelines to revitalize dead or declining brands.
Unilever launched its "Path to Growth" initiative in 2000 to decentralize its 1,600 brands into 400 global masterbrands. Dove was selected as a masterbrand. It had previously relied on claims of functional superiority but could no longer do so across categories. Its new role was to provide a point of view. Research found that advertising portrayed unattainable standards of beauty. Dove launched its "Campaign for Real Beauty" in 2004 featuring everyday women to promote a broader definition of beauty. It risked criticism but generated significant awareness and debate, establishing an emotional connection with women. The campaign was hugely successful and helped Dove become the number one cleansing brand, with the fund also raising self-esteem of girls
Brand managers are facing challenges in the new era of consumer disaggregation. Retailers are gaining more power through their consumer data collected from loyalty programs. Kraft Foods launched a personalized magazine called "Food & Family" to build direct relationships with consumers. However, brand management systems are still focused on brands rather than consumers. The case discusses that brands can still be valuable by developing differentiated value propositions under umbrella branding and combining with targeted consumer communication through disaggregation. Brand managers need to shift their focus from brands to developing relationships directly with profitable consumer segments.
Gino sa distribution channel managementSameer Mathur
The document discusses a case study involving Gino SA, a burner manufacturer, and its distributor Jinghua and potential OEM customer Feima. Gino's China marketing manager Zhou must decide whether to develop Feima as an OEM customer directly or continue selling through Jinghua, risking losing Feima's business. While gaining Feima as an OEM would increase sales, it could damage Gino's relationship with Jinghua, its largest distributor accounting for 40% of revenue. The recommendation is for Gino to accept Feima as a customer through Jinghua to strengthen bonds with distributors while keeping Feima's business through discounts.
How do institutional buyers and government agencies do their buyingSameer Mathur
Institutional buyers and government agencies form decision-making units or committees to identify needs and wants. They then ask suppliers to submit bids for contracts and often award the contract to the lowest bidder. Large government projects may also float global tenders to receive bids from international suppliers.
How do business buyers make their decisionSameer Mathur
The buying process begins with a company recognizing a need that can be met through acquiring a good or service. The buyer then determines general characteristics and requirements and solicits proposals from suppliers. The buying center specifies desired supplier attributes, selects the best supplier, and negotiates the final order details. The buyer periodically reviews supplier performance and may continue, modify, or end the relationship based on reviews.
Facebook Marketing Strategy with SNJ Global Services.pptxsarfrazkhanm47
Explore the potential of Facebook marketing with SNJ Global Services. We specialize in targeted ad campaigns and engaging content strategies to enhance your brand's visibility and drive conversions. Discover more about our solutions at SNJ Global Services:
https://snjglobalservices.com/.
Top 10 Digital Marketing Institute in lucknow.pptxzaireendigitech
Welcome to our ppt on the top 10 digital marketing institutes in Lucknow! If you're looking to enhance your skills in the dynamic field of digital marketing, Lucknow offers several excellent training options. Our curated list highlights the best digital marketing institutes in Lucknow, providing comprehensive courses that cover SEO, social media marketing, PPC, content marketing, and more. These institutes are renowned for their experienced faculty, practical training, and industry-relevant curriculum. Whether you're a beginner or a professional seeking to upgrade your skills, these institutes can help you achieve your career goals in digital marketing.
Meta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptxprovidenceadworks416
As a digital marketer, I am thrilled to see Meta revolutionizing product promotion with its new automated video catalog ads. This innovative feature allows anyone to seamlessly integrate dynamic video content into my catalog product ads, enhancing the visual appeal and engagement of campaigns. By leveraging Meta's advanced AI and machine learning capabilities, one can automatically deliver tailored video ads to the most interested users, boosting traffic and conversions. This new approach not only simplifies the ad creation process but also significantly improves performance and ROI.
If you’re at all interested in digital
marketing and in making a name for
your brand online, then it is crucial that
you understand how to properly make
use of content marketing. Content
marketing is currently one of the
biggest trends in digital marketing as a
whole and is an area that many website owners and brands are investing in
heavily right now thanks to the impressive returns that they are seeing.
Title: Making Money the Easy Way: A Quick Guide to Generating IncomeWilliamZinsmeister
Welcome to "Making Money the Easy Way: A Quick Guide to Generating Income." This book is designed to provide you with practical, actionable strategies to generate income with minimal effort. Whether you’re looking to supplement your current income or create a full-time revenue stream, this guide covers a variety of methods to help you achieve your financial goals. We will explore opportunities available online, various investment strategies, profitable side hustles, creative approaches, and essential financial tips to ensure sustainable income growth.
E-Learning Vs Traditional Learning_ Benefits and Differences.pdfMega P
E-learning and traditional learning are two distinct approaches to education, each offering unique advantages and facing specific challenges. E-learning provides flexibility and convenience, allowing students to access materials and complete assignments at their own pace and schedule. Traditional learning fosters direct, face-to-face interaction between students and instructors, which can enhance communication, immediate feedback, and a sense of community.
This document was submitted as part of interview process for Marketing Specialist position at DTA Promotion, an Indonesian company which offers 360 degree marketing services, including ATL and BTL advertising platform.
Why bridging the gap between PR and SEO is the only way forward for PR Profes...Isa Lavs
The lines between PR and SEO are blurring. SEOs are increasingly winning PR briefs by leveraging data and content to secure high-value placements. In this presentation, I explore the merging of PR and SEO, highlighting why SEO specialists are increasingly taking ‘PR’ business. I uncover the hidden SEO potential using PR tactics and discuss how to identify missed opportunities. I'll also offer insights into strategies for converting PR initiatives into successful link-building campaigns.
The Future of B2B Audience Targeting with LinkedInTajul Islam
Tired of pouring money into LinkedIn ads that don't convert?
A marketer’s guide to unlocking the full potential of LinkedIn’s extensive targeting resources and partner tools.
There's a better way. This guide unlocks the secrets to laser-targeting your ideal B2B audience on LinkedIn. Forget generic campaigns. We'll show you how to combine LinkedIn's advanced features with your existing customer data to reach high-value decision-makers directly. Imagine reaching the exact companies and people who can benefit most from your product or service.
Download our free eBook and discover a data-driven approach to LinkedIn marketing that delivers real results. Stop chasing the wrong audience – start targeting the right ones today
Digital Marketing Company in India - DIGI BrooksDIGI Brooks
This infographic provides guidance on marketing analytics, helping businesses grow using tools like Google Analytics and AI, measuring ROI, and analysing future trends to track business development.
https://digibrooks.com/digital-marketing-services/