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Marketing - Univeristy of Huddersfield mentoring Kajire Girls Sote ICT
This marketing handout is a product of team of students from the University of Huddersfield, UK who mentored students from Kajire Secondary, Kenya in marketing, customer relations and business sustainability. Students communicated through skype and email in the first term of 2016. The cooperation was managed by student Chris Wainwright from the University of Huddersfield and Abuga Ezra, teacher and Sote ICT Club mentor at Kajire Secondary.
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Marketing - Univeristy of Huddersfield mentoring Kajire Girls Sote ICT
This marketing handout is a product of team of students from the University of Huddersfield, UK who mentored students from Kajire Secondary, Kenya in marketing, customer relations and business sustainability. Students communicated through skype and email in the first term of 2016. The cooperation was managed by student Chris Wainwright from the University of Huddersfield and Abuga Ezra, teacher and Sote ICT Club mentor at Kajire Secondary.
In this presentation, we will discuss about the importance and process of advertising research with various pros and cons.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
This presentation focuses on the market opportunity and consumer analysis.Emphasis is on knowledge and understanding for the following:
1. Strategic marketing vs. Tactical marketing
2. Marketing environment
3. Marketing research (Introduction)
4. Consumer market vs. Organization market
5. Market segmentation and Targeting
6. Product positioning
Every interaction your client buyer persona has with your business should be where they are at in the buyer’s process. You need to provide the structured guidance and value they need at their point in the buyer’s process.
According to the inbound methodology you need to attract, engage and delight your prospective clients and current clients. Meet where your clients are, and reduce the friction leading up to making a purchase. Build trust, be human, and helpful. Personalize your prospect’s experience across sales, marketing, and service.
Buyer’s Process
Awareness Stage: Your prospective client realizes that they have a problem or opportunity.
Consideration Stage: your prospective client defines their problem and does research for options to solve it.
Decision Stage: Your prospective client chooses a solution and makes a purchase.
Post Decision/Purchase Stage: Your new clients evaluates the decision he made to purchase from you. Don't lose your buyer at the stage. The first 100 days is incredibly important.
Dit is de presentatie die tijdens de centrale aansturing is weergegeven. Hierin staan belangrijke informatie over het vak informatica die nodig zijn om straks een goede keuze te kunnen maken.
In this presentation, we will discuss about the importance and process of advertising research with various pros and cons.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
This presentation focuses on the market opportunity and consumer analysis.Emphasis is on knowledge and understanding for the following:
1. Strategic marketing vs. Tactical marketing
2. Marketing environment
3. Marketing research (Introduction)
4. Consumer market vs. Organization market
5. Market segmentation and Targeting
6. Product positioning
Every interaction your client buyer persona has with your business should be where they are at in the buyer’s process. You need to provide the structured guidance and value they need at their point in the buyer’s process.
According to the inbound methodology you need to attract, engage and delight your prospective clients and current clients. Meet where your clients are, and reduce the friction leading up to making a purchase. Build trust, be human, and helpful. Personalize your prospect’s experience across sales, marketing, and service.
Buyer’s Process
Awareness Stage: Your prospective client realizes that they have a problem or opportunity.
Consideration Stage: your prospective client defines their problem and does research for options to solve it.
Decision Stage: Your prospective client chooses a solution and makes a purchase.
Post Decision/Purchase Stage: Your new clients evaluates the decision he made to purchase from you. Don't lose your buyer at the stage. The first 100 days is incredibly important.
Dit is de presentatie die tijdens de centrale aansturing is weergegeven. Hierin staan belangrijke informatie over het vak informatica die nodig zijn om straks een goede keuze te kunnen maken.
Dear students get fully solved assignments
Send your semester & Specialization name to our mail id :
help.mbaassignments@gmail.com
or
call us at : 08263069601
Dear students get fully solved assignments
Send your semester & Specialization name to our mail id :
“ help.mbaassignments@gmail.com ”
or
Call us at : 08263069601
Dear students get fully solved assignments
Send your semester & Specialization name to our mail id :
“ help.mbaassignments@gmail.com ”
or
Call us at : 08263069601
(Prefer mailing. Call in emergency )
Dear students get fully solved assignments
Send your semester & Specialization name to our mail id :
“ help.mbaassignments@gmail.com ”
or
Call us at : 08263069601
(Prefer mailing. Call in emergency )
Dear students get fully solved assignments
Send your semester & Specialization name to our mail id :
help.mbaassignments@gmail.com
or
call us at : 08263069601
Business Case #5 Marketing Communications Marketing i.docxRAHUL126667
Business Case #5
Marketing Communications
Marketing is the process through which a firm creates value for its customers by delivering (place)
the goods and services (product) that meet their needs and wants. For this to be sustainable, the
firm must monetarily capture a portion of the value created (price). And for this exchange to occur,
the consumer must be aware of the product’s existence, its value proposition, its place of
availability, and its price. Advertising and sales promotions are the main communication tools by
which companies convey this information and further persuade current and prospective customers
to engage in a value exchange with the firm.
This note identifies the main issues involved in the effective management of the marketing
communication process. It first defines the purpose of communication. Then it classifies the tools
available to communicate with consumers. In the sequel, it elaborates on how consumers respond
to communication attempts. Finally, it lays out a framework for marketers to manage the entire
communication process.
Purposes of Communication
The ultimate purpose of marketing communication is to influence consumers to engage in a value
exchange with the firm. It does so by informing and persuading consumers. Marketing
communications inform consumers of the existence (awareness) and benefits of products, services,
and ideas. It also persuades consumers to change their attitudes and behaviors regarding goo ds and
services. There are, thus, four broad types of intermediary communication goals to be achieved:
Awareness: To capture one’s attention to a product, service, or idea.
Information: To convey factual information about a product, service, or idea.
Attitude (or image): To persuade consumers to change their attitude regarding a brand.
Call-to-action: To persuade consumers to act through specific behavior (e.g., purchase).
If done correctly, these intermediary goals of informing and persuading should eventually lead to
a value exchange. How this is achieved in practice can be understood by looking at the consumer’s
decision-making process (DMP).
Decision-Making Process
While the desired end result of all marketing activities, including communication, is typically an
exchange (often money for goods/services), there is a typical sequence of steps a consumer goes
through that lead up to this event. This sequence of steps or stages defines the consumer’s decision -
making process. A valid communication goal could be just to move the customer from one of these
early steps to the next. Determining the elements of a marketing communication strategy begins
with a careful analysis of the target consumers’ DMP.
Business Case #5
Figure 1 shows the types of responses—categorized as cognitive, affective, and behavioral—
required from consumers to move them along a typical DMP for a short lifecycle category (e.g.,
confectionary). In ...
Business Case #5 Marketing Communications Marketing i.docx
Consumer behaviour
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II. Consumer Behaviour
Q1) Explain the applications of Consumer Behaviour in Marketing.
Answer: Applications of Consumer Behaviour in Marketing:
The most obvious is for marketing strategy- for making better marketing campaigns. For
example, by understanding that consumers are more receptive to food advertising when
they are hungry, we learn to schedule snack advertisements late in the afternoon. By
understandingthatnewproductsare usuallyinitially adopted by a few consumers and only
spread later, and then only gradually, to the rest of the population, we learn that (1)
companies that introduce new products must be well financed so that they can stay afloat
until their products become a commercial success and (2) it is important to please initial
customers, since they will in turn influence many subsequent customers’ brand choices.
A second application is public policy. In
Q2 a) Explain the various stages in the Buyer Decision Process.
Answer:BuyingDecision Process that guide shoppers in their decision and purchase process when
buying a product.
I. Need recognition / Problem recognition :
The needrecognitionisthe firstandmostimportant step in the buying process. If there is no need,
there is no purchase. This recognition happens when there is a lag between the consumer’s actual
situation and the ideal and desired one.
b) Explain the Marketing Research Procedure.
Answer:The marketresearchprocessisa systematicmethodologyforinformingbusiness decisions.
The figure below breaks the process down into six steps:
Step 1: Define the Objective & Your “Problem”: Perhaps the most important step in the market
research process is defining the goals of the project. At the core of this is understanding the root
questionthat needs to be informed by market research. There is typically a key business problem
(or opportunity) that needs to be acted upon, but there is a lack of information to make that
decision comfortably; the job of a market researcher is to inform that decision with solid data.
2. Q3) Explain the Traditional approach of Consumer Behaviour Research.
Answer: One of the toughest, yet most important, aspects of marketing is understanding why
consumersmake decisions.Whydoesasoccer momdrive an SUV insteadof amini-van?Why does a
teenager drink Coke instead of Pepsi? In these examples, product features rarely drive consumer
choice. Consumer decision making goes much deeper than that. Marketers need to know what
moves consumers at an emotional level in order to create a persuasive message.
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