Chapter 1 Consumer Behavior: Its Origins & Strategic ApplicationsNishant Agrawal
Overview of Consumer Behavior
The Marketing Concept
The Marketing Mix and Relationships
Consumer Behavior: Its Origins & Strategic Applications
Overview of Consumer Behavior
This Presentation describes the fourth P of Marketing. The presentation discuss Promotion Definition, Integrated Marketing Communication Process, Promotion Mix, Marketing Communication, Marketing Communication Process, Objectives of Promotion, Advertising, Sales Promotion, Public Relation and Direct Marketing
Chapter 1 Consumer Behavior: Its Origins & Strategic ApplicationsNishant Agrawal
Overview of Consumer Behavior
The Marketing Concept
The Marketing Mix and Relationships
Consumer Behavior: Its Origins & Strategic Applications
Overview of Consumer Behavior
This Presentation describes the fourth P of Marketing. The presentation discuss Promotion Definition, Integrated Marketing Communication Process, Promotion Mix, Marketing Communication, Marketing Communication Process, Objectives of Promotion, Advertising, Sales Promotion, Public Relation and Direct Marketing
Theory Of Personal Selling
1) Introduction of Personal Selling
2) Step in Personal Selling
3)Theory of Personal Selling
a) AIDAS Theory
b) Right to set of circumstances Theory
c) Buying Formula Theory
d) Behavioural Equation Theory
This is a powerpoint presentation designed to be used in a Business Class. The focus of this presentation is on a Target Market and How to determine a Target Market. This presentation was desinged for educational purposes.
It is one of the presentations I have done during my Masters Degree( MBA) about different aspects of Advertising which discusses advertising message,types of appeals and department of advertising
Theories of Selling
1. AIDAS” theory
2.“Right set of circumstances” theory
3.“Buying-formula” theory
4.“Behavioural equation” theory
Securing Attention
Gaining Interest
Inducing Actions:
J.A Howard
Non-triggering cues
Triggering cues:
Informational cues
A Reinforcement
Specific product information cues
Theory Of Personal Selling
1) Introduction of Personal Selling
2) Step in Personal Selling
3)Theory of Personal Selling
a) AIDAS Theory
b) Right to set of circumstances Theory
c) Buying Formula Theory
d) Behavioural Equation Theory
This is a powerpoint presentation designed to be used in a Business Class. The focus of this presentation is on a Target Market and How to determine a Target Market. This presentation was desinged for educational purposes.
It is one of the presentations I have done during my Masters Degree( MBA) about different aspects of Advertising which discusses advertising message,types of appeals and department of advertising
Theories of Selling
1. AIDAS” theory
2.“Right set of circumstances” theory
3.“Buying-formula” theory
4.“Behavioural equation” theory
Securing Attention
Gaining Interest
Inducing Actions:
J.A Howard
Non-triggering cues
Triggering cues:
Informational cues
A Reinforcement
Specific product information cues
CONSUMER BUYING BEHAVIOUR - INTRODUCTION TO MARKETINGAgaineSandra1
Consumer markets are constantly changing, and marketers must understand new and emerging contexts to succeed
Widespread adoption of digital technologies has created a global consumer culture that affects local lifestyles and behaviors
Global consumer culture shapes cultural values and can significantly influence how individuals respond to marketing activities
Marketers need to understand both local and global nuances of a market and identify aspects that may impact consumer behavior
Core Concept of Marketing, Nature and Scope of Marketing, Importance, Selling Vs Marketing, Marketing Concepts, Segmentation, Basis of Segmentation, Targeting, Strategies of Targeting, Positioning, Strategieis of Positioning, Consumer Markets and Buying Behaviour, Consumer Behaviour, Buying Decision Behaviour
According to Breonna Bergstrom, a marketing process is:
“A series of steps that allow organizations to identify customer problems, analyze market opportunities, and create marketing materials to reach the desired audience.”
STEPS OF MARKETING PROCESS
1. Understand the customer needs.
2. Develop a basic strategy.
3. Make a decision.
4. Execute a plan.
5. Deliver the results.
The Marketing Mix is a concept established in 1960 by Jerome McCarthy while he was on a Ford Foundation Fellowship at Harvard Business School and MIT.
While the term marketing mix had been in use since the 40’s, it was McCarthy who distilled it to the four P’s (Product, Price, Place and Promotion).
The 4 Ps of Marketing Mix
Product
Price
Place
Promotion
Chapter 1 DEFINING MARKETING FOR THE 21st CENTURYNishant Agrawal
DEFINING MARKETING FOR THE 21st CENTURY
WHAT IS MARKETED?
DEMAND STATES
Core MARKETING CONCEPTS
MARKETING CONCEPTS
Company orientation
Towards marketplace
COMPANY ORIENTATION
Holistic Marketing Concept
Understand four Ps (Marketing Mix)
MARKETING TASKS
MARKETING MANAGEMENT BA4207 ANNA UNIVERSITYFreelance
UNIT – I INTRODUCTION
Marketing – Definitions - Conceptual frame work – Marketing environment : Internal and
External - Marketing interface with other functional areas – Production, Finance, Human
Relations Management, Information System. Marketing in global environment – Prospects
and Challenges
ANNA UNIVERSITY SYLLABUS PPT FOR SEMESTER 2
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
2. THREE INITIAL COMPONENTS
Before you plan anything , announce anything , or
write anything:
• Develop a positioning statement
• Define Buy Involvement Audience
• Develop a message map
3. THE POSITIONING STATEMENT
• An image or identity in the minds of your target market
for:
• The organization
• Product
• Brand
• Contingent upon identifying and communicating a
brand’s uniqueness, differentiation and verifiable value.
• “Me too” brand positioning contradicts the notion of
differentiation and should be AVOIDED at all cost
4. POSITIONING STATEMENT
Brand Positioning process involves:
1. Identifying business’s direct competition
2. Understand how each competitor positions their business and
products
3. Identify current positioning
4. Compare to competitors positioning and identify viable areas for
differentiation
5. Identify customer’s need and value received from products in your
segment
6. Develop a distinctive, differentiating and value-based positioning
concept
Creating a positioning statement with key messages and customer value
propositions to be used for communications development across the
variety of target audience touch points (advertising, media, PR, website,
etc.)
5. POSITIONING STATEMENT
Product Positioning process involves:
• Define the market in which the product competes (who
are relevant buyers)
• Identify the attributes (dimensions) that define product
space
• Collect information from a sample customers about their
perceptions of each product on the relevant attributes.
• Determine each product’s share of mind
• Determine the target market’s preferred combination of
attributes (ideal vector)
• Examine the fit between the position of your product
and the position of the ideal vector
6. POSITIONING STATEMENT
Outline:
• For … (target customer/person – not market)
• who … (statement of need or opportunity)
• The … (product, brand, or company name)
• is a …(product category or market segment)
• that … (statement of key benefit – compelling reason to
buy).
• Unlike … (primary competitive products or alternatives),
• our product … (statement of primary differentiation).
7. POSITIONING STATEMENT
Process in defining positioning:
• Organize a few working sessions – include marketing,
communications, sales, those who know market and
needs of target customers)
• Use powerful verbs and adjectives that resonate and
differentiate
• Align product with strategic objectives of target
customer
• Don’t stop here. This will improve over time with each
new iteration.
8. BUY INVOLVEMENT – UNDERSTANDING YOUR
CUSTOMERS
• How much time, money, ideas, energy and other resources
customer tries to use in order to buy the product.
• Two types of customer involvement:
• High involvement (rational or emotional) – buyer is prepared to
spend considerable time and effort in searching
• Low involvement – products bought frequently and with minimal
thought and effort. They are not of vital concern nor have any great
impact on consumer’s lifestyle.
• This is a range and not one or the other and can change over
time or circumstances
• Initial choice of a product may be high involvement; but once they
make the choice to buy a brand any repurchase of that brand
would be low involvement.
• Impulse buys would be low involvement
• Your task is to determine how the majority of your target
market relate to the purchases of the particular product or
service
9. BUY INVOLVEMENT
High Involvement / Rational
• Includes expensive business purchases, anything
relating to technological infrastructure, office location
and lease, company health insurance
• On consumer side – tend to be linked to high cost and
includes home, car, major appliances. These can also
vary significantly on the rational/emotional scale from
individual to individual
• For both B2C and B2B markets, advertising for high
involvement/rational purchases tend to be copy driven
with clear explanations of features and benefits.
• You can also add some emotional aspects to the rational buy
decision with some success.
10. BUY INVOLVEMENT
High Involvement / Emotional
• Business purchases in this category include office
design, advertising, and perhaps hiring of certain
employees.
• For individuals, purchases include jewelry, weddings,
holiday travel plans and in some cases homes, cars,
etc. These purchases vary depending on culture, person
and how much purchasing power the individual has.
• Advertising in this category tends to focus on visual and
emotional appeals. Give people visual details with
music.
11. BUY INVOLVEMENT
Low Involvement / Rational
• Things we buy out of habit without much thought
• Typical role of advertising: get people to sample or
switch. To break the automatic habit of spending.
• Coupons, samples, demonstrations, can work well. Also
adding some emotional appeal can also work well.
12. BUY INVOLVEMENT
Low Involvement / Emotional
• Gratification we get from these products is emotional or
sensual; however, it is fleeting and does not last a long
time.
• Includes movies, candy, an entertaining magazine,
birthday card, selecting a restaurant for a special
occasion
• Advertising challenge tends to be the flash promise of
pleasure, or of gratification, the promise of a benefit,
• Strong positioning can help, especially in a crowded
product category
13. BUY INVOLVEMENT
Six Stages of Consumer Buying Process
1. Problem recognition (awareness of need
2. Information search
3. Evaluation of Alternatives
4. Purchase decision
5. Purchase
6. Post purchases evaluation
Not all decision processes lead to a purchase. All consumer
decisions do not always include all 6 stages, determined by
the degree of complexity.
14. BUY INVOLVEMENT
6 Roles in the Purchase Process in corporate
environments:
1. Initiator – first identifies the need to buy a particular product or
service to solve an organizational problem;
2. Influencer – their views influence the buy decision makers
3. Decider – ultimately approves all of any part of the entire
buying decision – whether to buy, what to buy, how to buy, and
where to buy;
4. BUYER – holds the formal authority to selec the supplier and
arrange terms of condition
5. User – consumes or uses the product or service
6. Gatekeeper – controls information or access or both to decision
makers and influencers.
An individual can fall into one or more of these roles.
15. BUY INVOLVEMENT
Isolating the important players involves:
1. Isolate the personal stakeholders – Those individuals who
have an important personal stake in the purchase
decision, making exert more influence that other
members of the buy
2. Follow the information flow – Influential members are
central to the information to them.
3. Identify the experts – Expertise is an important
determinate of influence in the buy.
4. Trace the connections to the top – powerful individuals
often have direct access to top management.
5. Understand the role of the purchases department –
Purchases department is dominant in repetitive buying
situations.
16. BUY INVOLVEMENT
Defining and Increasing Buy Involvement:
• Methods to consider
• News
• Blogs
• Social Media outlets,
• Case Studies, podcasts,
• Forums
17. BUY INVOLVEMENT
Defining and Increasing Buy Involvement
• Before defining messaging or methods to increase the
buy involvement of those involved in the buy decision,
first analyze each stake holder using a chart similar to
the following:
Executive Buyer Technical Buyers Users
Importance
Interest
Emotional appeal
Badge Value
Risk
18. BUY INVOLVEMENT
• Once you have defined each of those involved in the
buy decision from high involvement to low involvement:
• You can define a plan to increase the involvement of each.]
• This is also a very useful tool to create the types of
messages, collateral, or other approaches to not only
increase involvement, but to develop awareness
campaigns.
Awareness is an important part of every plan!
Awareness leads to demand generation!
19. CREATING A MESSAGE MAP
Create a message map for any product or brand.
1. Create a headline
Make it twitter-friendly. No more that 140 characters.
One single overarching message that you want your customers to
know about the product.
What is the single most important thing I want my listener to know
about my product, service, brand, idea
2. Support the headline with three key benefits
The human mind can only process about three pieces of information
in short-term memory
3. Reinforce the three benefits with proof points
Stories, statistics, examples
20. KEEP YOUR MESSAGES:
• Short and to the point
• Simple sound bites
• Easy to remember
• Focused on the User’s need
• Example: A drill manufacturer’s customers do not need a drill,
they need a hole
• Differentiate from the competitors’ messages.
• Analyze their messages and find a different approach, different
angle …. Make it stand out. Make it compelling.
• Listen to the market. They will tell you what is missing or
the short comings. (monitor blogs, social media to get
existing feedback.)
Remember: We are opening up a dialogue with our
customers and not talking at them.
21. NOW START OVER AGAIN!!!
If properly implemented, we will engage in a campaign
that not only creates a compelling story, but also creates
a dialog with the end users
This sparks a relatively untapped tool with messages
that are thought provoking (can invoke their passion)
Be ready to change at any given moment,
If we properly open up a dialog with our campaigns, we
will learn as much from out target customers as they will
from our campaign. Probably more from out target
customers.