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Marketing is among the core subjects in Management field. In the following Lecture Slides, the Lecturer has put emphasis on these fundamentals of marketing : Customer Analysis, Consumer Behaviour, Consumer Segments, Industry, Service Consumed, Purchase Decision, Benefit Sought, Price Sensitive, Marketing Information, Information Base
Typology: Slides
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Who buys? What do they buys? (core benefit sought)? When do they buy? How often do they buy? Where do they buy? Who else is involved in the purchase decision? How is the product/service consumed? Where is it consumed? What influences their purchase? How price sensitive are they?
Passive and Active Learning? What’s Passive Learning? Is learning occurs in a situation wherein an individual is in a relaxed state and does not pay attention to the message but retain information randomly because of repetition What’s Active Learning? More and clear information is needed, searching, comparing and getting more information about a particular product/service.
Need Recognition Information Search Evaluation of Alternatives Purchase Decision Post-Purchased Evaluation
Feedback Buyer Decision Process
Needs Utilitarian Needs : seek to achieve practical benefit from a product
Hedonic Needs : seek to achieve pleasure from a product
Buying decision initiator influencer buyer decider User Initiator: the person who first suggests or thinks of the idea of buying a particular product or service Influencer: a person whose views or advice carry some weight in making the final buying decision. Decider: the person who ultimately makes a buying decision or any part of it – whether to buy, what to buy, how to buy or where to buy Buyer: the person who make an actual purchase. User: the person who consumes or uses a product or service
Geographic
Demographic
Psychographic Social class Lifestyle Personality Behavioural Purchase occasion Benefit sought User status Loyalty status Readiness status Attitude toward product