Marketing

93問 • 1年前

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pertains to buyers who purchase goods and services SPEND consumption rather than resale.

consumer

refers to the actions taken (both on and offline) by consumers before buying a product or service. This process may include consulting search engines, engaging with social media posts, or a variety of other actions.

consumer buying behavior

is the decision-making process used by consumers regarding the market transactions before, during, and after the purchase of a good or service. It can be seen as a particular form of a cost-benefit analysis in the presence of multiple alternatives.

buying decision process

Consist of the four Ps: product, price, place, and promotion.

Marketing Stimuli

exert the broadest and deepest influence on consumer behavior. We examine the role played by the buyer's culture, subculture, and social class.

cultural factors

is the most basic determinant of a person's wants and behavior. It compromises the basic values, perceptions, wants, and behaviors that a person learns continuously in a society

culture

groups of people with shared value systems based on common experiences and situations.

subculture

These are relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviors. In newer nation such as the United States, Canada, Australia, and New Zealand is not indicated by a singled factor such as income but is measured as a combination of occupation, source of income, education, wealth, and other variables.

social classes

include the consumers' groups, family, social roles and status. It can strongly affect consumer responses, companies, must take them into account when designing marketing strategies

Social Factors

These groups serve as direct (face-to-face) or direct point of comparison in the forming of a person's attitude and behavior.

reference group

have a strong influence on buyer behavior. It remains the most important consumer buying organization in American society.

family

consists of the activities that a person is expected to perform according to the persons around him or her. People often choose products that show their status in society.

role or role/status

Are online communities where people socialize or exchange information and opinions. Social networking media range from blogs to social networking Web sites, such as MySpace.com and You Tube, to entire virtual worlds, such as Second Life.

online social networks

Buyer's decisions are also age and life cycle stage, occupation, economic situation, lifestyle, personality, and self - concept.

Personal factors

The types of goods and services people buy change during their lifetimes. As people grow older and mature, the products they desire change. The makeup of the family also effects purchasing behavior. For examples, families with young children dine out at fast food restaurants

Age and life cycle stage

A person's buying choices are also influenced by four major factors: motivation, perception, learning, and beliefs and attitudes

psychological factors

A need becomes a motive when it is aroused to a sufficient level of intensity.

motivation

is the process by which a person selects, organizes, and interprets information to create a meaningful picture of the world.

perception

describes changes in a person's behavior arising from experience.

learning

Is a descriptive thought that a person holds about something.

belief

person's relatively consistent evaluation, feelings, and tendencies toward an object or an idea.

attitude

The buying process starts when the buyer recognizes a problem or need.

problem recognition

An aroused consumer may or may not search for more information

information search

Unfortunately, there is no simple and single evaluation process used by all consumers or even by one consumer in all buying situations.

evaluation of alternatives

In the evaluation stage, the consumer ranks brands in the choice set and forrns purchase intentions. Generally, the consumer buys the most preferred brand

Purchase Decision

the consumer will be satisfied or dissatisfied and will engage in this action of significant interest to the marketer.

post purchase behavior

is the decision making process by which a buying group establishes the needs for goods and services and identifies, evaluate, and chooses among alternative brand and suppliers.

organizational buying behavior

refers to a group of potential customers to whom a company wants to sell its products and services. This group also includes specific customers to whom a company directs its marketing efforts

target market

defined as "all those individuals and groups who participate in the purchasing decision-making process, who share common goals and the risks arising from the decisions.

buying center

are those who use the product or service.

users

directly influence the buying decision but do not themselves make the final decision.

influencers

select product requirements and suppliers.

deciders

authorize the proposed actions of deciders or buyers

approvers

Have formal authority for selecting suppliers and arranging the terms of purchase.

buyers

have the power to prevent sellers or information from reaching members of the buying center.

gatekeepers

Organizational buyers are heavily influenced by the current and expected economic environment.

environmental factors

Each organization has specific objectives, policies, organizational structures, and systems related to buying.

organisational factors

The buying center usually includes several participants with differing levels of interest, authority, and persuasiveness.

interpersonal factors

Each participant in the buying decision process has personal motivations, perception, and preferences. The participant's age, income, education, professional identification, personality, and attitudes toward risk all influence the participants in the buying process.

individual factors

The buying process begins when someone in the company recognizes a problem or need that can be met by acquiring a good or a service.

the problem recognition

The buyer goes on to determine the requirements of the product.

general need description

Once the general requirements have been determined, the specific requirements for the product can be developed.

Product specifications

The buyer now tries to identify the most appropriate suppliers.

supplier search

Qualified suppliers are invited to submit proposals. Skilled research, writing, and presentation are required.

proposal solicitation

Once the meeting planner has drawn up a short list of suppliers, qualified hotels are invited to submit proposals.

supplier selection

The buyers write the final order, listing the technical specification. The supplier responds by offering the buyer a formal contract..

order routine specification

The buyer does post purchase evaluation of the product. During this phase the buyer determines if the product meets the buyer's specifications and if the buyer will purchase from the company again.

Performance review

These are usually the annual meeting of an association and include general sessions, committee meetings, and special - interest sessions. A trade show is often an important part of an annual convention.

convention

many types of meetings, including regional, special-interest, educational, and board meetings.

association meetings

is a command performance for employees of a company. The corporation's major concern is that the meeting be productive and accomplish the company's objectives

corporate meetings

Meetings of less than fifty rooms are gaining the attention of hotels and hotel chains.

small groups

unique subset of corporate group business, is a reward participants receive for achieving or exceeding a goal.

incentive travel

stands for social, military, educational, religious, and fraternal organizations. This group of specialty markets has a common price-sensitive thread

SMERF groups

A non group form of organizational business is the

individual business traveler

practice of dividing your target market into approachable groups (based on characteristics such as, age, income, personality traits or behaviour

market segmentation

defines where your product (item or service) stands in relation to others offering similar products and services in the marketplace as well as the mind of the consumer.

positioning

the process of evaluating each segment's attractiveness and selecting one or more of the market segments

market targeting

calls for dividing the market into different units, such as nations, states regions, counties, cities, or neighborhoods

Geographic segmentation

consists of dividing the market into groups based on variables such as age, gender, family life cycle, income, occupation, education, religion, race, and nationality

demographic segmentation

divides buyers into different groups based on social class, lifestyle, and personality characteristics.

psychographic segmentation

divides buyers into groups based on their knowledge, attitude, use, or response to a product.

behavior segmentation

The degree to which the segment's size and purchasing power can be measured

measurability

The degree to which segments can be accessed and served

accessibility

The degree to which segments are large or profitable enough to serve as markets.

Substantiality

The degree to which effective programs can be designed for attracting and serving segments

actionability

ignores market segmentation differences and goes after the whole market with one market offer.

Undifferentiated marketing strategy

market that is divided into two major markets. For example, in developing countries often a group of high-end hotels exist for international visitors and as a location for social occasions for high - income locals. A group of low- end hotels exists for locals and adventurous tourists.

bifurcated marketing

The firm targets several market segments and designs separate offers for each

Differentiated marketing strategy

especially appealing to companie Instead of going for a small share of a large market, the firm pursues a la small markets.

Concentrated marketing strategy

If buyers have the same tastes, buy a product in the amounts, and react the same way to marketing efforts, undifferentiated marketing is appropriate

market homogeneity

When competitors use segmentation, undifferentiated marketing can be suicidal. Conversely, when competitors use undifferentiated marketing, a firm can gain an advantage by using differentiated or concentrated marketing

competitors strategies

Undifferentiated marketing is more suited for homogenous products. Products that can vary in design, such as restaurants and hotels, or more suited to differentiation or concentration

degree of product homogeneity

visual look or a shape given to a certain object, in order to make it more attractive, make it more comfortable or to improve another characteristic

design

the role and function within an organization that is responsible for a product's overall success.

Product Management

anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. It includes physical objects, service, places, organizations, and ideas.

Product

answers the question of what the buyer is really buying. Every product is a package of problem – solving services

Core Product

are those services or goods that must be present for the guest to use the core product.

facilitating product

are extra products offered to add value to the core product and to help differentiate it from the competition.

supporting product

include accessibility (geographic location and hours of operation), atmosphere (visual, aural, olfactory, and tactile dimensions), customer interaction with the service organization (joining, consumption, and detachment), customer participation, and customers’ interactions with each other.

augmented product

This refers to how accessible the product in terms of location and hours of operation.

accessibility

critical element in services. It is appreciated through the senses.

atmosphere

Involving the guest in service delivery can increase capacity, improve customer satisfaction, and reduce costs.

coproduction

Managers must think about how the customers use the product in the three phases of involvement: joining consumption, and detachment.

Customer interactions with the service system.

Customer become part of the product you are offering.

Customer interactions with other customers.

added value endowed on products and services. It may be reflected in the way consumers think, feel, and act with respect to the brand, as well as in the prices, market share, and profitability the brand commands for the firm.

brand equity

purpose of this is to spot good ideas and drop poor ones as soon as possible.

idea screening

involves a review of the sales, costs, and profit projections to determine whether they satisfy the company’s objectives.

business analysis

the stage in which the product and marketing program are introduced into more realistic market settings

market testing

period of slow sales growth as the product is being introduced into the market. Profits are nonexistent at this stage

introduction

period of rapid market acceptance and increasing profits.

growth

is a period of slowdown in sales growth because the product has achieved acceptance by most of its potential buyers.

maturity

the period when sales fall off quickly and profits drop.

decline

The product is brought into marketplace.

commercialism

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Leah Jean Better · 28問 · 2年前

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