understanding marketing processes and consumer behavior
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Understanding Marketing
Processes and Consumer
BehaviorBY AHMED ALGORANI
What Is Marketing?
Process of planning and executing the conception,
pricing, promotion and distribution of ideas, goods
and services to create exchanges that satisfy
individual and organizational objectives.
What Is a Marketing Plan?
Detailed strategy for focusing marketing efforts on
consumer needs and wants.
What Is Relationship Marketing?
Marketing strategy that emphasizes lasting relationships
with customers and suppliers.
Marketing: Goods, Services and Ideas
• Consumer goods are products purchased by
consumers for personal use
• Industrial goods are products used by companies to
produce other products
• Services are intangible products that can be
purchased
The Marketing Environment
External environment is the combination of outside
factors that influence marketing programs by posing
opportunities and threats. Five environmental factors:
• Political–Legal Environment
• Social–Cultural Environment
• Technological Environment
• Economic Environment
• Competitive Environments
The External Marketing Environment
Competitive Environment
Substitute products different from those of competitors
but can fill the same need.
Competitive Environment
Brand competition occurs between similar products
Competitive Environment
International competition matches domestic products
against foreign products e.g. Tapal vs Lipton.
What Is the Marketing Mix or Four P’s?
Combination of product,
pricing, promotion and
distribution (place)
strategies used to market
products.
What Is a Product?
A product is a good, service or idea designed to fill a
consumer need or want.
What Is a Product?
Product differentiation is the creation of a product
feature or product image that differs enough from
competing products to attract consumers.
What Is a Pricing?
Pricing is the process of selecting
the best price at which to sell a
product.Prices must support a variety of costs
Prices must be competitiveLow- and high-price strategies can be
effective in different situations
What Is Distribution (Place)?
Distribution is part of the marketing
mix concerned with getting products
from producers to consumers.Decisions about warehousing, inventory
control and transportation options
Decisions about channels
products against foreign products e.g.
Tapal vs Lipton.
What Is Promotion?
Promotion is the techniques for communicating
information about products. There are different
promotional tools e.g.
• Advertising
• Personal Selling
• Sales Promotions
• Public Relations
What Is Target Marketing and Market
Segmentation?
Target markets are groups of people with similar wants and needs
Market segmentation is the process of dividing a market into categories of customer types
Identifying Market Segments
Geographic variables are geographical units e.g.
provinces, cities etc.
Demographic variables are characteristics of
populations e.g. Age, Gender, Education, Income,
Occupation, Marital Status, Parental Status etc.
Identifying Market Segments
Psychographic variables are consumer characteristics such as lifestyles, personality and attitudes.
Behavioral variables are consumer characteristics based on the use of a product, benefits sought from it, reasons for its purchase and brand loyalty.
Toothpaste with:
-Whiteners
-Fluoride
-Mouth Freshener
- Medicaments
What Is Brand Loyalty?
Pattern of regular consumer purchasing based on
satisfaction with a product
What Is Marketing Research?
Study of consumer needs and wants and the ways in which sellers can best meet them
The Research Process
1. Study the current situation2. Select a research method3. Collect data
•Secondary data is already available from previous research•Primary data is collected through new research
4. Analyze the data5. Prepare a report
Research Methods
• Observation involves
watching and recording
consumer behavior
• Survey uses a
questionnaire which
serves as the basis of
interviews
Research Methods
▪ Focus group involves a small
gathering of people who are
presented with an issue and asked to
discuss it in depth
▪ Experimentation compares the
responses of the same or similar
people under different circumstances
under a controlled environment
What Is Consumer Behavior?
Study of the decision process
by which people buy and
consume products.
Influences on Consumer Behavior
Psychological influences: individual’s motivations, perceptions and attitudes
Personal influences: lifestyle, personality and economic status
Social influences: family, opinion leaders and reference groups
Cultural influences: culture, subculture and social class
Consumer Buying Behavior
Thank You
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