This document provides an overview of a study session on consumer behavior. It includes an agenda covering topics such as the application of consumer behavior, market segmentation, purchasing behavior, consumer motivation, and social groups. The introduction defines consumer behavior as the study of how consumers think, feel, reason, and are influenced by their environment when making decisions. It also explains how understanding consumer behavior can help marketers improve their strategies. Later sections discuss market research, marketing philosophies like the production and marketing concepts, and theories of motivation and consumer decision making.
The document discusses direct selling and the personal selling process. It covers the sales funnel, different types of sales personnel like order takers and order getters, and the advantages of personal selling like building customer relationships. The personal selling process involves seven steps: prospecting, pre-approach, approach, presentation, overcoming objections, closing the sale, and follow-up.
The document discusses the product life cycle and the Boston matrix model. It describes the four stages of the product life cycle: introduction, growth, maturity, and decline. It also outlines how marketing strategies should be adapted at each stage. Additionally, it explains the Boston matrix and how it can be used to analyze a product portfolio based on market growth and share. The matrix categorizes products as stars, cash cows, problem children, or dogs.
The document discusses different types of advertising. It begins with an introduction that defines advertising and its key purposes. The document then covers the importance of advertising in driving sales and building brands. Several types of advertising are outlined, including print, outdoor, broadcast, covert, social, surrogate, and celebrity advertising. The document provides examples and details for each type. It concludes with a high-level summary of what advertising is and its goal of encouraging audiences and driving consumer behavior.
The document provides an overview of digital marketing and various digital marketing strategies and tools. It begins with an introduction to digital marketing versus web marketing. It then covers topics such as digital marketing audits, competitor research, the digital marketing mix including email marketing, search engine optimization (SEO), social media, and various social media platforms. The document provides definitions and explanations of these digital marketing concepts in 1-2 paragraphs for each topic.
The document discusses key aspects of marketing channels, including the importance of effective channel strategy, the growing power of retailers, and the need to reduce distribution costs. It also covers relationship marketing and building long-term partnerships between producers and distributors. The overall message is that channel strategy is crucial for business success given the importance of efficiently distributing products to customers.
This document discusses distribution channels and how businesses select the appropriate channel. It defines distribution channels as the path goods and services take from vendors to consumers, and may include intermediaries like wholesalers or retailers. The document outlines different types of channels from direct sales to those involving multiple middlemen. When selecting a channel, businesses consider factors like product type, market characteristics, costs, and the needs of the business. The optimal channel efficiently distributes products in a cost-effective manner.
Branding and packaging are important components of marketing. Branding differentiates a company's products through names, descriptions and designs. Packaging is used to reflect the brand through colors, fonts, logos and descriptions to drive consumer purchases. Labels provide key information about products, including contents, use instructions, and quality grades. Together, branding and packaging promote products and build consumer trust.
This document discusses viral marketing and social media marketing. It provides details on two types of viral marketing, methodology for effective viral marketing, mediums used, potential problems, and other forms of viral marketing. It also discusses using Facebook for social media marketing, key facts about Facebook usage, and strategies for effective Facebook marketing focused on the right messengers, messages, and environments.
The document discusses direct selling and the personal selling process. It covers the sales funnel, different types of sales personnel like order takers and order getters, and the advantages of personal selling like building customer relationships. The personal selling process involves seven steps: prospecting, pre-approach, approach, presentation, overcoming objections, closing the sale, and follow-up.
The document discusses the product life cycle and the Boston matrix model. It describes the four stages of the product life cycle: introduction, growth, maturity, and decline. It also outlines how marketing strategies should be adapted at each stage. Additionally, it explains the Boston matrix and how it can be used to analyze a product portfolio based on market growth and share. The matrix categorizes products as stars, cash cows, problem children, or dogs.
The document discusses different types of advertising. It begins with an introduction that defines advertising and its key purposes. The document then covers the importance of advertising in driving sales and building brands. Several types of advertising are outlined, including print, outdoor, broadcast, covert, social, surrogate, and celebrity advertising. The document provides examples and details for each type. It concludes with a high-level summary of what advertising is and its goal of encouraging audiences and driving consumer behavior.
The document provides an overview of digital marketing and various digital marketing strategies and tools. It begins with an introduction to digital marketing versus web marketing. It then covers topics such as digital marketing audits, competitor research, the digital marketing mix including email marketing, search engine optimization (SEO), social media, and various social media platforms. The document provides definitions and explanations of these digital marketing concepts in 1-2 paragraphs for each topic.
The document discusses key aspects of marketing channels, including the importance of effective channel strategy, the growing power of retailers, and the need to reduce distribution costs. It also covers relationship marketing and building long-term partnerships between producers and distributors. The overall message is that channel strategy is crucial for business success given the importance of efficiently distributing products to customers.
This document discusses distribution channels and how businesses select the appropriate channel. It defines distribution channels as the path goods and services take from vendors to consumers, and may include intermediaries like wholesalers or retailers. The document outlines different types of channels from direct sales to those involving multiple middlemen. When selecting a channel, businesses consider factors like product type, market characteristics, costs, and the needs of the business. The optimal channel efficiently distributes products in a cost-effective manner.
Branding and packaging are important components of marketing. Branding differentiates a company's products through names, descriptions and designs. Packaging is used to reflect the brand through colors, fonts, logos and descriptions to drive consumer purchases. Labels provide key information about products, including contents, use instructions, and quality grades. Together, branding and packaging promote products and build consumer trust.
This document discusses viral marketing and social media marketing. It provides details on two types of viral marketing, methodology for effective viral marketing, mediums used, potential problems, and other forms of viral marketing. It also discusses using Facebook for social media marketing, key facts about Facebook usage, and strategies for effective Facebook marketing focused on the right messengers, messages, and environments.
This document provides an overview of marketing research, including qualitative and quantitative methods. It discusses conducting market research through internal resources or by hiring external agencies. Qualitative research involves in-depth interviews and focus groups to explore customer decision making. Quantitative research measures market size, share, and attitudes through sampling to learn about customer needs. The document outlines different ways companies can carry out market research depending on their resources.
The document discusses the marketing environment and its key elements. It covers the microenvironment including internal factors like employees and the company itself, as well as external factors like customers, suppliers, and competitors. It also discusses the macroenvironment including political, economic, social, technological, legal, and environmental forces. A 5 forces model is introduced to analyze competitive forces like threat of new entry and power of buyers and suppliers.
This document discusses key concepts related to place or distribution in marketing. It covers:
1) Definitions of marketing channels and the four Ps/Cs frameworks. Place refers to where and how a product is distributed.
2) Factors that influence appropriate distribution, like product type and target customers' locations. Distribution must be convenient for customers.
3) Common types of distribution channels for consumer and industrial products, from direct to multi-level indirect channels.
4) Managing distribution channels by selecting and motivating channel members while coordinating with other marketing mix elements.
Marketing definition and core concepts that how marketing affects the business and what are the channels of different Marketing. This presentation gives you he detailed information about 4 P's of Marketing Mix with Product development life cycle and Product Policy. It also shows strategies of Marketing with interactive examples. This will definitely help you to lead to keen interest in Marketing.
This document provides an overview of marketing concepts including:
- Definitions of marketing from 1985 and 2015 that emphasize creating value for customers.
- The marketing environment and how companies must understand trends.
- Different orientations companies can take such as production, selling, and marketing concepts.
- The marketing mix of product, price, place, and promotion and how companies use these tools.
- Segmentation, targeting, and positioning to develop marketing strategies.
This document discusses advertising and sales promotion. It begins by defining advertising as any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. The objectives of advertising include creating brand awareness, preference, conviction to purchase, and stimulating repeat purchases. Sales promotion consists of short-term incentives to encourage quicker or greater purchase, and objectives include introducing new products and increasing sales. Common consumer promotion tools include samples, coupons, and contests while trade tools include discounts, free goods, and allowances. Advertising has long-term policies while sales promotion fills gaps with short-term policies.
What marketing decisions do these marketing intermediaries make ?Sameer Mathur
This document discusses various marketing decisions made by intermediaries, including product assortment, advertising, and distribution channels. It provides examples of different types of product assortment strategies like narrow/shallow, narrow/deep, broad/shallow, and broad/deep. The document also discusses inventory management techniques like RFID tracking and direct product profitability analysis. Additionally, it covers factors considered for order processing, warehousing location, and shipping methods.
Chapter 9 Identifying Market Segments and TargetsPeleZain
- Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Developing an advertising program involves five steps: setting objectives, establishing a budget, choosing the message/creative strategy, deciding on media, and evaluating effects.
- Sales promotion consists of mostly short-term incentive tools designed to stimulate quicker or greater purchase of particular products.
- Events and experiences are a means for companies to become part of special moments in consumers' lives to broaden relationships, but must be properly managed.
- Public relations includes programs to promote or protect a company's image through publications, events, news, community affairs and more at a lower cost than advertising.
This document provides an overview of sales promotion, including its definition, importance, and impact on various stakeholders. Sales promotion consists of short-term incentives designed to stimulate quicker and greater purchases of a product. It benefits consumers by providing product knowledge and discounts, manufacturers by increasing sales and market capture, and dealers by facilitating larger sales. At a societal level, sales promotion increases standards of living, employment, and economic growth.
Ch 17 consumer behavior and promotion strategyHadi Pranoto
This document discusses various types of promotion strategies including advertising, sales promotions, personal selling, publicity, and the promotion mix. It describes the communication process involved in promotions and how marketers can analyze consumer-product relationships to determine the appropriate promotion strategy. The key goals of promotion communications are to stimulate category need, create brand awareness, develop brand attitudes, and influence brand purchase intentions. Effective promotion requires determining objectives, budgets, and designing integrated promotion strategies tailored to specific target markets and consumer-product relationships.
This PPT gives basic over view on sales and advertising.This will be used as notes for U.G & P.G arts and management students.
Advertising-Functions-Types-Advertising & Marketing mix-AIDA Model- Lavidge strainer model-Challenges, opportunities & Ethics in Advertising
Advertising Agency-Role and Functions-Type of Advertising agency-Agency Compensation-Client-Agency relationship
Creativity & Advertising-Appeals in advertising-Components of print ad-Layout stages-Layout types
Advertising Media planning—Media objectives-Media strategies-Media decision-TV-Radio-Web Advertising-Advertisement Regulation
Sales promotion-Features-Importance-Types-Tools & Techniques of promotion-Organising & Evaluation of sales promotion
The document defines integrated marketing communications as coordinating various promotional efforts to maximize impact on customers. It describes the communication process as involving a source encoding a message through a channel that is decoded by a receiver. Promotion aims to create awareness, stimulate demand, encourage product trials, identify prospects, retain customers, support resellers, combat competitors, and reduce sales fluctuations. The promotion mix combines advertising, personal selling, public relations, and sales promotions to communicate with target audiences.
The document discusses various aspects of promotion including definitions, the promotion mix, objectives, factors affecting promotion decisions, and the key elements of promotion - advertising, sales promotion, personal selling, publicity, and public relations. Promotion aims to communicate, convince, and compete in the market using a blend of these promotional tools. Advertising, sales promotions, and personal selling are described in further detail with their objectives, types, and processes.
This document discusses products and product management. It covers key topics such as:
1) The definition of a product and its importance in the marketing mix. Products are at the core of marketing and satisfy customer needs.
2) Product differentiation and the product life cycle. Businesses must differentiate their products and manage them over different stages of the life cycle.
3) Product portfolio management tools like the Boston Matrix which categorize products based on their market share and market growth to help analyze a company's portfolio.
The document discusses key concepts related to products and branding. It defines what a product is, how products are classified into goods, services and ideas. It also explains the total product concept including core product, supplemental features and symbolic benefits. The document then discusses the product life cycle and how marketing strategies must adapt to the introduction, growth, maturity and decline stages. It concludes by explaining the importance of branding, defining brand equity and the value of brand loyalty and brand protection.
This document outlines key concepts related to promotion and pricing strategies. It discusses integrated marketing communications, the promotional mix, and objectives of promotion. It describes different types of advertising, sales promotion, personal selling, and public relations. It also outlines pushing and pulling promotional strategies and different types of pricing strategies, including how firms set prices and consumer perceptions of price.
DC Chapter Nine : Advertising And PromotionDCAdvisor
This document discusses distribution channels and retail promotion. It covers the four components of a retailer's promotion mix: advertising, sales promotion, publicity, and personal selling. It discusses objectives for both long-term promotion like creating a positive store image and short-term objectives like increasing patronage. The document outlines the steps in developing a retail advertising campaign, including selecting objectives, budgeting, designing messages, selecting media, scheduling, and evaluating.
Sales Promotion and Personal Selling Discussing the most common forms of consumer sales promotion and the key differences between relationship selling and traditional selling
This document provides an introduction to consumer behavior and market research. It discusses key concepts like rational and irrational consumer behavior, the consumer decision making process, and models for understanding the "black box" of how marketing stimuli influence consumer choices. It also covers important applications of understanding consumer behavior like segmenting markets, designing marketing programs, innovating new products, and staying relevant to changing trends. Demographic, psychographic, behavioral, benefit, and other approaches to segmenting consumer markets are also outlined.
International management of future group ppthiteshkrohra
Future Group is a large Indian retailer established in 1994 with a vision to provide diverse retail and business services. It operates over 16 million square feet of retail space in 73 cities across India. Future Group's core business is retail, along with business process outsourcing, new media, security, and construction. Big Bazaar is Future Group's flagship hypermarket brand, applying a "selling concept" to attract customers with large product selections and promotional offers. Customer research found that staff could improve support and that some customers were unaware of special offers.
This document provides an overview of marketing research, including qualitative and quantitative methods. It discusses conducting market research through internal resources or by hiring external agencies. Qualitative research involves in-depth interviews and focus groups to explore customer decision making. Quantitative research measures market size, share, and attitudes through sampling to learn about customer needs. The document outlines different ways companies can carry out market research depending on their resources.
The document discusses the marketing environment and its key elements. It covers the microenvironment including internal factors like employees and the company itself, as well as external factors like customers, suppliers, and competitors. It also discusses the macroenvironment including political, economic, social, technological, legal, and environmental forces. A 5 forces model is introduced to analyze competitive forces like threat of new entry and power of buyers and suppliers.
This document discusses key concepts related to place or distribution in marketing. It covers:
1) Definitions of marketing channels and the four Ps/Cs frameworks. Place refers to where and how a product is distributed.
2) Factors that influence appropriate distribution, like product type and target customers' locations. Distribution must be convenient for customers.
3) Common types of distribution channels for consumer and industrial products, from direct to multi-level indirect channels.
4) Managing distribution channels by selecting and motivating channel members while coordinating with other marketing mix elements.
Marketing definition and core concepts that how marketing affects the business and what are the channels of different Marketing. This presentation gives you he detailed information about 4 P's of Marketing Mix with Product development life cycle and Product Policy. It also shows strategies of Marketing with interactive examples. This will definitely help you to lead to keen interest in Marketing.
This document provides an overview of marketing concepts including:
- Definitions of marketing from 1985 and 2015 that emphasize creating value for customers.
- The marketing environment and how companies must understand trends.
- Different orientations companies can take such as production, selling, and marketing concepts.
- The marketing mix of product, price, place, and promotion and how companies use these tools.
- Segmentation, targeting, and positioning to develop marketing strategies.
This document discusses advertising and sales promotion. It begins by defining advertising as any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. The objectives of advertising include creating brand awareness, preference, conviction to purchase, and stimulating repeat purchases. Sales promotion consists of short-term incentives to encourage quicker or greater purchase, and objectives include introducing new products and increasing sales. Common consumer promotion tools include samples, coupons, and contests while trade tools include discounts, free goods, and allowances. Advertising has long-term policies while sales promotion fills gaps with short-term policies.
What marketing decisions do these marketing intermediaries make ?Sameer Mathur
This document discusses various marketing decisions made by intermediaries, including product assortment, advertising, and distribution channels. It provides examples of different types of product assortment strategies like narrow/shallow, narrow/deep, broad/shallow, and broad/deep. The document also discusses inventory management techniques like RFID tracking and direct product profitability analysis. Additionally, it covers factors considered for order processing, warehousing location, and shipping methods.
Chapter 9 Identifying Market Segments and TargetsPeleZain
- Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Developing an advertising program involves five steps: setting objectives, establishing a budget, choosing the message/creative strategy, deciding on media, and evaluating effects.
- Sales promotion consists of mostly short-term incentive tools designed to stimulate quicker or greater purchase of particular products.
- Events and experiences are a means for companies to become part of special moments in consumers' lives to broaden relationships, but must be properly managed.
- Public relations includes programs to promote or protect a company's image through publications, events, news, community affairs and more at a lower cost than advertising.
This document provides an overview of sales promotion, including its definition, importance, and impact on various stakeholders. Sales promotion consists of short-term incentives designed to stimulate quicker and greater purchases of a product. It benefits consumers by providing product knowledge and discounts, manufacturers by increasing sales and market capture, and dealers by facilitating larger sales. At a societal level, sales promotion increases standards of living, employment, and economic growth.
Ch 17 consumer behavior and promotion strategyHadi Pranoto
This document discusses various types of promotion strategies including advertising, sales promotions, personal selling, publicity, and the promotion mix. It describes the communication process involved in promotions and how marketers can analyze consumer-product relationships to determine the appropriate promotion strategy. The key goals of promotion communications are to stimulate category need, create brand awareness, develop brand attitudes, and influence brand purchase intentions. Effective promotion requires determining objectives, budgets, and designing integrated promotion strategies tailored to specific target markets and consumer-product relationships.
This PPT gives basic over view on sales and advertising.This will be used as notes for U.G & P.G arts and management students.
Advertising-Functions-Types-Advertising & Marketing mix-AIDA Model- Lavidge strainer model-Challenges, opportunities & Ethics in Advertising
Advertising Agency-Role and Functions-Type of Advertising agency-Agency Compensation-Client-Agency relationship
Creativity & Advertising-Appeals in advertising-Components of print ad-Layout stages-Layout types
Advertising Media planning—Media objectives-Media strategies-Media decision-TV-Radio-Web Advertising-Advertisement Regulation
Sales promotion-Features-Importance-Types-Tools & Techniques of promotion-Organising & Evaluation of sales promotion
The document defines integrated marketing communications as coordinating various promotional efforts to maximize impact on customers. It describes the communication process as involving a source encoding a message through a channel that is decoded by a receiver. Promotion aims to create awareness, stimulate demand, encourage product trials, identify prospects, retain customers, support resellers, combat competitors, and reduce sales fluctuations. The promotion mix combines advertising, personal selling, public relations, and sales promotions to communicate with target audiences.
The document discusses various aspects of promotion including definitions, the promotion mix, objectives, factors affecting promotion decisions, and the key elements of promotion - advertising, sales promotion, personal selling, publicity, and public relations. Promotion aims to communicate, convince, and compete in the market using a blend of these promotional tools. Advertising, sales promotions, and personal selling are described in further detail with their objectives, types, and processes.
This document discusses products and product management. It covers key topics such as:
1) The definition of a product and its importance in the marketing mix. Products are at the core of marketing and satisfy customer needs.
2) Product differentiation and the product life cycle. Businesses must differentiate their products and manage them over different stages of the life cycle.
3) Product portfolio management tools like the Boston Matrix which categorize products based on their market share and market growth to help analyze a company's portfolio.
The document discusses key concepts related to products and branding. It defines what a product is, how products are classified into goods, services and ideas. It also explains the total product concept including core product, supplemental features and symbolic benefits. The document then discusses the product life cycle and how marketing strategies must adapt to the introduction, growth, maturity and decline stages. It concludes by explaining the importance of branding, defining brand equity and the value of brand loyalty and brand protection.
This document outlines key concepts related to promotion and pricing strategies. It discusses integrated marketing communications, the promotional mix, and objectives of promotion. It describes different types of advertising, sales promotion, personal selling, and public relations. It also outlines pushing and pulling promotional strategies and different types of pricing strategies, including how firms set prices and consumer perceptions of price.
DC Chapter Nine : Advertising And PromotionDCAdvisor
This document discusses distribution channels and retail promotion. It covers the four components of a retailer's promotion mix: advertising, sales promotion, publicity, and personal selling. It discusses objectives for both long-term promotion like creating a positive store image and short-term objectives like increasing patronage. The document outlines the steps in developing a retail advertising campaign, including selecting objectives, budgeting, designing messages, selecting media, scheduling, and evaluating.
Sales Promotion and Personal Selling Discussing the most common forms of consumer sales promotion and the key differences between relationship selling and traditional selling
This document provides an introduction to consumer behavior and market research. It discusses key concepts like rational and irrational consumer behavior, the consumer decision making process, and models for understanding the "black box" of how marketing stimuli influence consumer choices. It also covers important applications of understanding consumer behavior like segmenting markets, designing marketing programs, innovating new products, and staying relevant to changing trends. Demographic, psychographic, behavioral, benefit, and other approaches to segmenting consumer markets are also outlined.
International management of future group ppthiteshkrohra
Future Group is a large Indian retailer established in 1994 with a vision to provide diverse retail and business services. It operates over 16 million square feet of retail space in 73 cities across India. Future Group's core business is retail, along with business process outsourcing, new media, security, and construction. Big Bazaar is Future Group's flagship hypermarket brand, applying a "selling concept" to attract customers with large product selections and promotional offers. Customer research found that staff could improve support and that some customers were unaware of special offers.
Consumer behavior and advertising researchZaibunnisa73
Consumer behavior is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.
Here are some ways the attitude that "meal preparation should take as little time as possible" could affect the sales of frozen foods:
- Increased demand and sales of frozen meals, entrees and side dishes that can be quickly heated up or cooked. This allows people to get a home-cooked meal with minimal preparation time.
- Higher sales of frozen vegetables, meats and fish that can be easily added to quick dishes like pastas, stir fries, etc. Pre-cut and washed vegetables in particular save time over fresh ones needing preparation.
- Marketing of frozen foods emphasizing their convenience - how they save time versus fresh alternatives. Messages around meal solutions for busy lifestyles.
- Potential for more frozen
This document discusses consumer behavior and provides definitions, objectives, and the nature and scope of studying consumer behavior. It can be summarized as follows:
1) The objectives of studying consumer behavior are to understand internal and external influences on consumer behavior, identify stages of the buying process, and use consumer behavior insights for market segmentation and targeting.
2) Consumer behavior is influenced by various factors and differs across individuals, products, regions, and over time. Understanding consumer behavior is vital for marketers to make effective marketing decisions.
3) Studying consumer behavior has applications in analyzing market opportunities, selecting target markets, making marketing mix decisions, and designing strategies for non-profits and social causes.
This document defines key concepts related to consumer behavior and social/societal marketing. It defines a consumer as a purchaser of goods for personal use, and discusses different types of buyers like loyal, opportunistic, and creative buyers. Social marketing is defined as using marketing principles to influence behaviors that benefit society, like public health campaigns. The four P's of social marketing are discussed as well as examples like vaccination programs. Societal marketing balances company profits, consumer wants, and societal interests through sustainable practices.
Marketing research is the systematic process of identifying customer needs and determining how to best satisfy them. It helps reduce risks in marketing decisions by providing information about customer behavior and the environment. Marketing research is needed to inform decisions at different stages of a product lifecycle, from pre-launch to identify market potential and acceptance of new ideas, to maturity to understand brand loyalty and response to pricing. It relates to all aspects of the marketing mix - product, price, promotion, and distribution - and helps understand competitive factors as well. Marketing research supports strategic decisions beyond new products, such as market development and trend forecasting.
Meaning of Market, Marketing, Scope of Marketing Management, Difference between marketing & selling, Retail marketing, retail organisation, store and non-store retailing.
Consumer behavior is the study of how consumers make purchase decisions and how firms can influence those decisions. It involves understanding how consumers think, feel, reason, and select between different brands and products. Consumer behavior is influenced by culture, family, and media. Studying consumer behavior helps firms develop effective marketing strategies by gaining insights into why consumers purchase products, when they purchase, and how they prefer to shop. An understanding of consumer behavior allows companies to segment markets, target specific groups, and make appropriate marketing mix decisions regarding product, price, place, and promotion.
Consumer behavior involves how individuals, groups, and organizations select, purchase, use, and dispose of products and services. Understanding consumer behavior helps marketers improve their strategies. It examines how psychological, social, cultural, and situational factors influence purchasing decisions. Studying consumer decision making processes provides insights into recognizing needs, searching for information, evaluating options, making purchases, and satisfaction levels after purchases. The goal is to help firms better target, position, and adapt their marketing campaigns.
Dove's marketing director had a moral problem with how the company was marketing its soap using models that promoted unrealistic beauty standards. This was negatively impacting her daughter's self-esteem. She created a mock advertisement using the daughters of company directors to show how the advertising made girls feel unattractive. The executives were moved by this and completely overhauled Dove's marketing strategy to be more inclusive of all beauty types. As a result, Dove doubled its profits from £1 billion to £2 billion by changing its approach to be more socially responsible.
Consumer behavior is the study of how people make decisions regarding products and services. It is influenced by psychological, personal, and social factors. Understanding consumer behavior allows companies to satisfy customer needs, develop effective marketing strategies, identify new opportunities, and select target markets. As technology advances, consumers are more informed, engaged in product design, and concerned with sustainability. They also use multiple devices and have high expectations for the customer experience across online and offline channels. Stages of purchase in electronic markets include researching options before buying, evaluating quality and service during purchase, and needing support after purchase. Challenges include addressing consumer concerns over privacy, quality, and convenience on mobile apps.
A market is where buyers and sellers exchange goods and services. Companies aim to reduce costs and satisfy consumer needs better than competitors. Organizations have business objectives while marketing objectives focus on consumers to help achieve business goals. The marketing department conducts sales, research, promotion, and distribution. SWOT and market segmentation analyses help understand strengths, weaknesses, opportunities, threats, and consumer segments. The marketing mix of product, price, place, and promotion supports branding and customer satisfaction.
An PPT on Consumer Behaviour and Market SegmentationMOHD AMAAN HASAN
This document provides information about consumer behavior and market segmentation. It lists the names of students and their teacher. It then defines consumer behavior and explains why understanding it is important for marketers. It discusses the four types of consumer behavior and different factors that influence consumer decisions. The document also defines market segmentation and explains the need for it and its benefits. It describes different types of market segmentation including demographic, psychographic, behavioral, and geographic segmentation. Finally, it discusses the importance of conducting a consumer behavior audit to understand internal and external influences on consumers.
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
Marketing involves satisfying consumer needs and wants through an exchange process. It is consumer-oriented and focuses on identifying consumer needs before satisfying them. The main goal of marketing is balancing consumer satisfaction, social welfare, and profit, rather than just profit maximization. It is a process that coordinates with other business functions to achieve organizational objectives and considers the target market.
The document provides an overview of the nature and scope of marketing. It defines marketing according to various authorities and outlines its core concepts. Marketing is defined as the process of creating, communicating, and delivering value to customers and managing customer relationships. The key elements of the marketing environment, including the internal, micro, and macro environments are described. The document also discusses customer satisfaction, value, and Michael Porter's value chain model.
The document outlines the objectives, outcomes and modules of a Marketing Management course. The objectives include understanding marketing concepts, consumer behavior, product management strategies, marketing mix elements, and emerging trends. The outcomes focus on comprehending business management science, analyzing market situations, and developing ethical and entrepreneurial skills. The modules will cover topics such as the introduction to marketing, marketing environment, and consumer behavior.
Market segmentation involves dividing a market into subgroups of consumers with distinct needs and behaviors. It allows companies to target specific segments and position their products to appeal to certain groups. The key aspects of segmentation are identifying subsets of buyers with similar needs, evaluating segments based on criteria like viability and accessibility, and segmenting markets in different ways such as by geography, demographics, or lifestyle. After segmentation, companies select target segments and develop positioning strategies to distinguish their products from competitors within the targeted segments.
This document provides an overview of sales forecasting methods. It discusses the importance of forecasting for strategic planning, finance, and operations. Several quantitative forecasting techniques are described, including time series analysis, causal models, and simulation. The document emphasizes that forecasts are never perfectly accurate, and that the best method depends on the available data, required accuracy, time horizon, and resources. It advises testing forecasting models on historical data to evaluate their performance before selecting one.
The document discusses key aspects of developing an effective mobile marketing strategy. It recommends creating buyer personas that include mobile usage habits, setting goals and KPIs, ensuring the website is mobile-friendly, optimizing email content and landing pages for mobile, leveraging SMS/MMS with privacy in mind, and developing strategic mobile apps that drive engagement and conversions.
The document discusses the key functions of marketing. It defines marketing and outlines its scope. The 7 main functions of marketing are identified as pricing, selling, financing, promoting, product/service management, distribution, and market information management. Marketing is summarized as the process of communicating the value of a product or service to customers through activities like market research, identifying target markets, and building customer relationships.
The document discusses marketing planning and strategy. It begins by introducing key concepts like objectives, strategies, tactics, goals and aims. It then outlines the typical planning process, including conducting a marketing audit, market and SWOT analyses, and developing objectives, strategies, budgets and action plans. The document emphasizes that the extent of formal planning depends on business size and complexity. Finally, it stresses that marketing must understand customers and the environment to identify competitive advantages and adapt strategies accordingly through ongoing planning.
This document provides an overview of the marketing mix, also known as the 7Ps. It discusses each element of the marketing mix - product, price, place, promotion, people, process, and physical environment. For each P, key questions are provided to help analyze and optimize that element of the mix. The marketing mix is presented as a framework for developing a comprehensive marketing strategy to meet objectives and satisfy customers.
The document discusses different types of advertising. It begins with an introduction that defines advertising and its key purposes. The document then covers the importance of advertising, noting that billions are spent annually on advertising to boost sales, build brands, and create competition. Several types of advertising are also outlined, including print, outdoor, broadcast, covert, social, surrogate, and celebrity advertising. The document concludes with a summary of advertising as a form of communication used to encourage action and drive consumer behavior.
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...PECB
Denis is a dynamic and results-driven Chief Information Officer (CIO) with a distinguished career spanning information systems analysis and technical project management. With a proven track record of spearheading the design and delivery of cutting-edge Information Management solutions, he has consistently elevated business operations, streamlined reporting functions, and maximized process efficiency.
Certified as an ISO/IEC 27001: Information Security Management Systems (ISMS) Lead Implementer, Data Protection Officer, and Cyber Risks Analyst, Denis brings a heightened focus on data security, privacy, and cyber resilience to every endeavor.
His expertise extends across a diverse spectrum of reporting, database, and web development applications, underpinned by an exceptional grasp of data storage and virtualization technologies. His proficiency in application testing, database administration, and data cleansing ensures seamless execution of complex projects.
What sets Denis apart is his comprehensive understanding of Business and Systems Analysis technologies, honed through involvement in all phases of the Software Development Lifecycle (SDLC). From meticulous requirements gathering to precise analysis, innovative design, rigorous development, thorough testing, and successful implementation, he has consistently delivered exceptional results.
Throughout his career, he has taken on multifaceted roles, from leading technical project management teams to owning solutions that drive operational excellence. His conscientious and proactive approach is unwavering, whether he is working independently or collaboratively within a team. His ability to connect with colleagues on a personal level underscores his commitment to fostering a harmonious and productive workplace environment.
Date: May 29, 2024
Tags: Information Security, ISO/IEC 27001, ISO/IEC 42001, Artificial Intelligence, GDPR
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Beyond Degrees - Empowering the Workforce in the Context of Skills-First.pptxEduSkills OECD
Iván Bornacelly, Policy Analyst at the OECD Centre for Skills, OECD, presents at the webinar 'Tackling job market gaps with a skills-first approach' on 12 June 2024
বাংলাদেশের অর্থনৈতিক সমীক্ষা ২০২৪ [Bangladesh Economic Review 2024 Bangla.pdf] কম্পিউটার , ট্যাব ও স্মার্ট ফোন ভার্সন সহ সম্পূর্ণ বাংলা ই-বুক বা pdf বই " সুচিপত্র ...বুকমার্ক মেনু 🔖 ও হাইপার লিংক মেনু 📝👆 যুক্ত ..
আমাদের সবার জন্য খুব খুব গুরুত্বপূর্ণ একটি বই ..বিসিএস, ব্যাংক, ইউনিভার্সিটি ভর্তি ও যে কোন প্রতিযোগিতা মূলক পরীক্ষার জন্য এর খুব ইম্পরট্যান্ট একটি বিষয় ...তাছাড়া বাংলাদেশের সাম্প্রতিক যে কোন ডাটা বা তথ্য এই বইতে পাবেন ...
তাই একজন নাগরিক হিসাবে এই তথ্য গুলো আপনার জানা প্রয়োজন ...।
বিসিএস ও ব্যাংক এর লিখিত পরীক্ষা ...+এছাড়া মাধ্যমিক ও উচ্চমাধ্যমিকের স্টুডেন্টদের জন্য অনেক কাজে আসবে ...
LAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UPRAHUL
This Dissertation explores the particular circumstances of Mirzapur, a region located in the
core of India. Mirzapur, with its varied terrains and abundant biodiversity, offers an optimal
environment for investigating the changes in vegetation cover dynamics. Our study utilizes
advanced technologies such as GIS (Geographic Information Systems) and Remote sensing to
analyze the transformations that have taken place over the course of a decade.
The complex relationship between human activities and the environment has been the focus
of extensive research and worry. As the global community grapples with swift urbanization,
population expansion, and economic progress, the effects on natural ecosystems are becoming
more evident. A crucial element of this impact is the alteration of vegetation cover, which plays a
significant role in maintaining the ecological equilibrium of our planet.Land serves as the foundation for all human activities and provides the necessary materials for
these activities. As the most crucial natural resource, its utilization by humans results in different
'Land uses,' which are determined by both human activities and the physical characteristics of the
land.
The utilization of land is impacted by human needs and environmental factors. In countries
like India, rapid population growth and the emphasis on extensive resource exploitation can lead
to significant land degradation, adversely affecting the region's land cover.
Therefore, human intervention has significantly influenced land use patterns over many
centuries, evolving its structure over time and space. In the present era, these changes have
accelerated due to factors such as agriculture and urbanization. Information regarding land use and
cover is essential for various planning and management tasks related to the Earth's surface,
providing crucial environmental data for scientific, resource management, policy purposes, and
diverse human activities.
Accurate understanding of land use and cover is imperative for the development planning
of any area. Consequently, a wide range of professionals, including earth system scientists, land
and water managers, and urban planners, are interested in obtaining data on land use and cover
changes, conversion trends, and other related patterns. The spatial dimensions of land use and
cover support policymakers and scientists in making well-informed decisions, as alterations in
these patterns indicate shifts in economic and social conditions. Monitoring such changes with the
help of Advanced technologies like Remote Sensing and Geographic Information Systems is
crucial for coordinated efforts across different administrative levels. Advanced technologies like
Remote Sensing and Geographic Information Systems
9
Changes in vegetation cover refer to variations in the distribution, composition, and overall
structure of plant communities across different temporal and spatial scales. These changes can
occur natural.
Leveraging Generative AI to Drive Nonprofit InnovationTechSoup
In this webinar, participants learned how to utilize Generative AI to streamline operations and elevate member engagement. Amazon Web Service experts provided a customer specific use cases and dived into low/no-code tools that are quick and easy to deploy through Amazon Web Service (AWS.)
How to Setup Warehouse & Location in Odoo 17 InventoryCeline George
In this slide, we'll explore how to set up warehouses and locations in Odoo 17 Inventory. This will help us manage our stock effectively, track inventory levels, and streamline warehouse operations.
Main Java[All of the Base Concepts}.docxadhitya5119
This is part 1 of my Java Learning Journey. This Contains Custom methods, classes, constructors, packages, multithreading , try- catch block, finally block and more.
Walmart Business+ and Spark Good for Nonprofits.pdfTechSoup
"Learn about all the ways Walmart supports nonprofit organizations.
You will hear from Liz Willett, the Head of Nonprofits, and hear about what Walmart is doing to help nonprofits, including Walmart Business and Spark Good. Walmart Business+ is a new offer for nonprofits that offers discounts and also streamlines nonprofits order and expense tracking, saving time and money.
The webinar may also give some examples on how nonprofits can best leverage Walmart Business+.
The event will cover the following::
Walmart Business + (https://business.walmart.com/plus) is a new shopping experience for nonprofits, schools, and local business customers that connects an exclusive online shopping experience to stores. Benefits include free delivery and shipping, a 'Spend Analytics” feature, special discounts, deals and tax-exempt shopping.
Special TechSoup offer for a free 180 days membership, and up to $150 in discounts on eligible orders.
Spark Good (walmart.com/sparkgood) is a charitable platform that enables nonprofits to receive donations directly from customers and associates.
Answers about how you can do more with Walmart!"
4. Introduction
The study of consumers helps firms and organizations improve
their marketing strategies by understanding issues such as how
• The psychology of how consumers think, feel, reason, and
select between different alternatives (e.g., brands, products,
and retailers);
• The psychology of how the consumer is influenced by his or
her environment (e.g., culture, family, signs, media);
• The behavior of consumers while shopping or making other
marketing decisions;
• Limitations in consumer knowledge or information processing
abilities influence decisions and marketing outcome;
• How consumer motivation and decision strategies differ
between products that differ in their level of importance or
interest that they entail for the consumer; and
• How marketers can adapt and improve their marketing
campaigns and marketing strategies to more effectively reach
the consumer.
5. Introduction
• Limitations in consumer knowledge or information
processing abilities influence decisions and marketing
outcome;
• How consumer motivation and decision strategies differ
between products that differ in their level of importance or
interest that they entail for the consumer; and
• How marketers can adapt and improve their marketing
campaigns and marketing strategies to more effectively
reach the consumer.
6. Definition of Consumer Behavior
The study of consumers helps firms and organizations
improve their marketing strategies by understanding issues
such as how
• The psychology of how consumers think, feel, reason,
and select between different alternatives (e.g., brands,
products, and retailers);
• The psychology of how the consumer is influenced by his
or her environment (e.g., culture, family, signs, media);
• The behavior of consumers while shopping or making
other marketing decisions;
8. Reasons for Studying
• To stay in business by attracting and retaining customers
• To benefit from understanding consumer problems
• To establish competitive advantage
• …because it is interesting!
9. The Circle of Consumption
• Production
• Acquisition
• Consumption
• Disposal
10. The Circle of Consumption, continued
• Typically, attention of marketers has focused on
acquisition as the critical phase
• Only recently has more attention been given to include
the full circle and the links between its elements
• Disposal to acquisition
• Disposal to production
• Disposal to consumption
• Production to consumption
• Acquisition to consumption
• Acquisition to disposal
12. Applications
• The most obvious is for marketing strategy - i.e., 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 understanding that new products are usually initially
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.
13. Applications
• A second application is public policy. In the 1980s,
Accutane, a near miracle cure for acne, was introduced.
Unfortunately, Accutane resulted in severe birth defects if
taken by pregnant women.
• Although physicians were instructed to warn their female
patients of this, a number still became pregnant while
taking the drug. To get consumers’ attention, the Federal
Drug Administration (FDA) took the step of requiring that
very graphic pictures of deformed babies be shown on the
medicine containers.
14. Applications
• Social marketing involves getting ideas across to
consumers rather than selling something. Marty Fishbein,
a marketing professor, went on sabbatical to work for the
Centers for Disease Control trying to reduce the incidence
of transmission of diseases through illegal drug use. The
best solution, obviously, would be if we could get illegal
drug users to stop.
• This, however, was deemed to be infeasible. It was also
determined that the practice of sharing needles was too
ingrained in the drug culture to be stopped. As a result,
using knowledge of consumer attitudes, Dr. Fishbein
created a campaign that encouraged the cleaning of
needles in bleach before sharing them, a goal that was
believed to be more realistic.
15. Applications
• As a final benefit, studying consumer behavior should
make us better consumers. Common sense suggests, for
example, that if you buy a 64 liquid ounce bottle of
laundry detergent, you should pay less per ounce than if
you bought two 32 ounce bottles.
• In practice, however, you often pay a size premium by
buying the larger quantity. In other words, in this case,
knowing this fact will sensitize you to the need to check
the unit cost labels to determine if you are really getting a
bargain.
17. Marketing Research
• The systematic and objective process of gathering,
recording, and analyzing data for aid in understanding
and predicting consumer thoughts, feelings, and
behaviors.
• In a global environment, research has become truly
international.
Important factors:
• Speed
• The Internet
• Globalization
• Data Overload
18. Primary vs. secondary research methods
• There are two main approaches to marketing. Secondary
research involves using information that others have
already put together.
• For example, if you are thinking about starting a business
making clothes for tall people, you don’t need to question
people about how tall they are to find out how many tall
people exist—that information has already been published
by the U.S. Government.
•
• Primary research, in contrast, is research that you design
and conduct yourself. For example, you may need to find
out whether consumers would prefer that your soft drinks
be sweater or tarter.
19. The Marketing Research Process
• Defining the Problem and Project Scope
• The Research Approach
• The Research Design
• Data Collection
• Data Analysis and Interpretation
• Report
22. Production Concept
• Focus on Production
• View of consumers:
• They will buy as long as the product is available and
affordable.
• Model T: You can have any color as long as it’s black.
• Focus on production justified:
• Demand higher than supply
• Non-competitive product cost
23. Product Concept
• Focus on the product
• View of consumers:
• We have to have the best quality and the most features
and they will buy.
• Consumers might not care about quality
• Consumers might not be willing to pay for the
best quality
• Consumers might not be able to discern quality
difference
• Consumers might prefer simplicity
24. Selling Concept
• Focus on selling
• View of consumers:
• We have to sell to them or else they won’t buy.
• Focus on selling justified:
• Introductory stages of product life cycle
• Unsought goods
25. Marketing Concept
• Focus on marketing
• Creating mutually rewarding exchange relationships
• Consumer needs and wants have priority
• View of consumers:
• They will buy if you fulfill their needs better than the competition.
29. Market Segmentation Advantages
• Specific Definition of the Market
• Satisfaction of Consumer Needs
• Meeting Changing Market Demands
• Assessment of Competitive Strengths and Weaknesses
• Efficient Allocation of Marketing Resources
• Precise Setting of Marketing Objectives
30. Applications of Benefit Segmentation
• Positioning
• Repositioning
• Competitive positioning
• New market opportunities/niches
• Positioning of multiple brands
35. Problem Recognition:
Causes in Desired State
• New Need Circumstances
• New Want Circumstances
• New Product Opportunities
• Purchase of Other Products
36. Information Search
and Evaluation
• Incidental Learning • Directed Search and
Evaluation
• Internal only
• loyalty
• impulse
• Internal and External
38. Definition
Definition of Buying Behavior:
• Buying Behavior is the decision processes and acts of
people involved in buying and using products.
Need to understand:
• why consumers make the purchases that they make?
• what factors influence consumer purchases?
• the changing factors in our society.
39. Purchasing behavior
Consumer Buying Behavior refers to the buying behavior of
the ultimate consumer. A firm needs to analyze buying
behavior for:
• Buyers reactions to a firms marketing strategy has a great
impact on the firms success.
• The marketing concept stresses that a firm should create
a Marketing Mix (MM) that satisfies (gives utility to)
customers, therefore need to analyze the what, where,
when and how consumers buy.
• Marketers can better predict how consumers will respond
to marketing strategies.
40. Stages of the Consumer Buying Process
• Six Stages to the Consumer Buying Decision Process
(For complex decisions). Actual purchasing is only one
stage of the process.
• Not all decision processes lead to a purchase. All
consumer decisions do not always include all 6 stages,
determined by the degree of complexity
41. Stages of the Consumer Buying Process
1. Problem Recognition
• (awareness of need)--difference between the desired
state and the actual condition. Deficit in assortment of
products. Hunger--Food. Hunger stimulates your need to
eat
• Can be stimulated by the marketer through product
information--did not know you were deficient? I.E., see a
commercial for a new pair of shoes, stimulates your
recognition that you need a new pair of shoes.
42. Stages of the Consumer Buying Process
2. Information search
• Internal search, memory.
• External search if you need more information. Friends and
relatives (word of mouth). Marketer dominated sources;
comparison shopping; public sources etc.
A successful information search leaves a buyer with
possible alternatives, the evoked set.
• Hungry, want to go out and eat, evoked set is
• chinese food
• indian food
• burger king etc
43. Stages of the Consumer Buying Process
3. Evaluation of Alternatives
• Need to establish criteria for evaluation, features the
buyer wants or does not want. Rank/weight alternatives or
resume search. May decide that you want to eat
something spicy, indian gets highest rank etc.
• If not satisfied with your choice then return to the search
phase. Can you think of another restaurant? Look in the
yellow pages etc. Information from different sources may
be treated differently. Marketers try to influence by
"framing" alternatives.
44. Stages of the Consumer Buying Process
4. Purchase decision
Choose buying alternative, includes product, package,
store, method of purchase etc.
5. Purchase
May differ from decision, time lapse between 4 & 5, product
availability.
6. Post-Purchase Evaluation--outcome: Satisfaction or
Dissatisfaction. Cognitive Dissonance, have you made the
right decision. This can be reduced by warranties, after
sales communication etc.
After eating an indian meal, may think that really you
wanted a chinese meal instead.
46. Motivation
• When we understand why people buy we can enhance
our chances of making a sale. So why do people buy?
Because they have a need or a want? Yeah ok , but what
is behind the need or want? What is their primary reason
they want to buy from you?
• Fundamentally people buy for two reasons:
• 1, To avoid PAIN
• 2, To GAIN something
• Research indicates that buyers are 3 times more
motivated to avoid PAIN than to gain something and
people buy emotionally and defend it logically.
47. Motivation
• Effective sales people are always looking for their
prospects immediate or future pain, in order to sell
solutions. They are able to ask great questions so the
prospect discovers their own pain and then magnify it by
focusing questions around the impact of the problem.
• When prospects discover their pain and moreover the
impact it has on them personally or the company, they can
get emotionally involved and therefore increasing their
buying motivation. Excellent sales people will ask good
questions to stir up emotion and gain commitment from
the prospect to fix the problem before presenting
solutions.
49. Freudian Theory
• According to Freud psychoanalytic theory, all psychic
energy is generated by the libido. Freud suggested that
our mental states were influenced by two competing
forces: cathexis and anticathexis. Cathexis was described
as an investment of mental energy in a person, an idea or
an object.
• If you are hungry, for example, you might create a mental
image of a delicious meal that you have been craving. In
other cases, the ego might harness some of the id's
energy to seek out activities that are related to the activity
in order to disperse some of the excess energy from the
id. If you can't actually seek out food to appease your
hunger, you might instead browse through a cookbook or
browse through your favorite recipe blog.
50. Lewin’s Field Theory
• Lewin is most renown for his development of the field theory.
The field theory is the "proposition that human behavior is the
function of both the person and the environment: expressed in
symbolic terms, B = f (P, E)." (Deaux 9) This means that one’s
behavior is related both to one’s personal characteristics and to
the social situation in which one finds oneself.
• The field theory may seem obvious to us now, but most early
psychologist did not believe in behaviorism. Many
psychologists at the time believed in the psychoanalytic theory
that held human motives to be blind pushes from within. Lewin
thought of motives as goal- directed forces. He believed "that
our behavior is purposeful; we live in a psychological reality or
life space that includes not only those parts of our physical and
social environment that are important to us but also imagined
states that do not currently exist"
53. Social Groups
• A social group is a collection of people who interact with
each other and share similar characteristics and a sense
of unity. A social category is a collection of people who do
not interact but who share similar characteristics. For
example, women, men, the elderly, and high school
students all constitute social categories.
• A social category can become a social group when the
members in the category interact with each other and
identify themselves as members of the group. In contrast,
a social aggregate is a collection of people who are in the
same place, but who do not interact or share
characteristics.
54. Types of Groups
• Primary and secondary
• Formal and informal
• Membership and symbolic
• In and out
55. Primary and secondary Groups
• Groups play a basic role in the development of the social nature and
ideals of people. Primary groups are those in which individuals
intimately interact and cooperate over a long period of time. Examples
of primary groups are families, friends, peers, neighbors, classmates,
sororities, fraternities, and church members. These groups are
marked by primary relationships in which communication is informal.
Members of primary groups have strong emotional ties. They also
relate to one another as whole and unique individuals.
• In contrast, secondary groups are those in which individuals do not
interact much. Members of secondary groups are less personal or
emotional than those of primary groups. These groups are marked by
secondary relationships in which communication is formal. Members
of secondary groups may not know each other or have much face-to-
face interaction. They tend to relate to others only in particular roles
and for practical reasons. An example of a secondary relationship is
that of a stockbroker and her clients. The stockbroker likely relates to
her clients in terms of business only. She probably will not socialize
with her clients or hug them.
56. Group Size
• A group's size can also determine how its members behave and relate. A small
group is small enough to allow all of its members to directly interact. Examples of
small groups include families, friends, discussion groups, seminar classes, dinner
parties, and athletic teams. People are more likely to experience primary
relationships in small group settings than in large settings.
• The smallest of small groups is a dyad consisting of two people. A dyad is
perhaps the most cohesive of all groups because of its potential for very close
and intense interactions. It also runs the risk, though, of splitting up. A triad is a
group consisting of three persons. A triad does not tend to be as cohesive and
personal as a dyad.
• The more people who join a group, the less personal and intimate that group
becomes. In other words, as a group increases in size, its members participate
and cooperate less, and are more likely to be dissatisfied. A larger group's
members may even be inhibited, for example, from publicly helping out victims in
an emergency. In this case, people may feel that because so many others are
available to help, responsibility to help is shifted to others. Similarly, as a group
increases in size, its members are more likely to engage in social loafing, in which
people work less because they expect others to take over their tasks.
57. In, out, and reference groups
• In an experiment, the youngsters also erected artificial
boundaries between themselves. They formed in-groups
(to which loyalty is expressed) and out-groups (to which
antagonism is expressed).
• To some extent every social group creates boundaries
between itself and other groups, but a cohesive in-group
typically has three characteristics:
• Members use titles, external symbols, and dress to
distinguish themselves from the out-group.
• Members tend to clash or compete with members of the
out-group. This competition with the other group can also
strengthen the unity within each group.
• Members apply positive stereotypes to their in-group and
negative stereotypes to the out-group.
59. Summary
The study of consumers helps firms and organizations
improve their marketing strategies by understanding issues
such as how:
• The psychology of how consumers think, feel, reason,
and select between different alternatives (e.g., brands,
products, and retailers)
• The psychology of how the consumer is influenced by his
or her environment (e.g., culture, family, signs, media)
• The behavior of consumers while shopping or making
other marketing decisions
60. Summary
• Limitations in consumer knowledge or information
processing abilities influence decisions and marketing
outcome
• How consumer motivation and decision strategies differ
between products that differ in their level of importance or
interest that they entail for the consumer; and
• How marketers can adapt and improve their marketing
campaigns and marketing strategies to more effectively
reach the consumer.
61. Summary
• There are several units in the market that can be analyzed. Our
main thrust in this course is the consumer. However, we will
also need to analyze our own firm’s strengths and weaknesses
and those of competing firms. Suppose, for example, that we
make a product aimed at older consumers, a growing segment.
A competing firm that targets babies, a shrinking market, is
likely to consider repositioning toward our market.
• To assess a competing firm’s potential threat, we need to
examine its assets (e.g., technology, patents, market
knowledge, awareness of its brands) against pressures it faces
from the market. Finally, we need to assess conditions (the
marketing environment). For example, although we may have
developed a product that offers great appeal for consumers, a
recession may cut demand dramatically.