Professional Documents
Culture Documents
The Decision Process and Physical activity individuals engage in, while Evaluating , Acquiring, Using and Disposing of Good & Services.
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Social Class
Reference Groups Family
Lifestyle
Personality Self Concept Motivation Learning Attitude Perception
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Buyer
User
The above roles can be played by a Single Consumer or may be observed by Different People.
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Societal Perspective Considering influence of Consumers on Society and Economy, deciding what to produce, for whom and how.
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Marketing Management. i. Market Opportunity Analysis ii. Target Market Selection iii. Marketing Mix Determination (Product, Price, Place, Promotion) Govt. Decision Making 1. Exploring Growth Avenues 2. Consumer Protection
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De-marketing De-marketing: Efforts to encourage the consumer to reduce the consumption of a particular Product or Service
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Market Segmentation
Product
What size, shape and features should the product
have? How should it be packaged? What type of warranties and service programs should be provided? What type of accessories and associated products should be offered? Etc.
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Price
How price aware are the consumers in the relevant
product category? How sensitive are consumers to price differences among brands? How large a price reduction is needed to encourage purchases? What other discounts/offers could be made? etc
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Place
What type of retail outlet should sell the firms
offerings? Where should they be located and how many should be there? What arrangements are needed to distribute products to retailers? What image and clientele should the retailer seek to cultivate? Etc.
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Promotions
What methods of promotion are best for each
specific situation? What are the most effective means of gaining consumer attention? What methods best convey the intended message? How often a given ad should be repeated? Etc..
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Think of a recent important purchase briefly draw a flowchart of the steps you recall moving through from the awareness of need to post purchase What influenced you at each step?
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