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EVOLUTION & CHALLENGES OF CONSUMERS BEHAVIOR & MARKETING (MARKET…
EVOLUTION & CHALLENGES OF CONSUMERS BEHAVIOR & MARKETING
CATEGORIES OF CONSUMERS
Organizational Consumers
individual shopper who search for,purchase and dispose of product and service
Personal Consumers
consumers who are buying and disposing product for the purpose of business or activities
CONSUMER BEHAVIOR AS AN INTERDISCIPLINARY SCIENCE
In essence, consumer behavior is not only about understanding how consumer behave but also looks beyond the roles of marketing in providing the needs and wants of these group.
ENGAGING CONSUMER BEHAVIOR WITH MARKETING DISCIPLINE
Marketing is a business process that involves selling and buying of goods and service based on understanding of consumer needs and wants
Production Orientation
Sales Orientation
Marketing Orientation
MARKET SEGMENTATION, STRATEGIC MARKET TARGETING & POSITIONING
Market Segmentation
a technique that enable a business to better target its products at the right consumers
Strategic Market Targeting
Undifferentiated Targeting
Multi-segment Targeting
Concentrated Targeting
Positioning
The process of creating a product, service and/or brand image in consumers' mind
NEW TECHNOLOGIES AND THE IMPACT ON MARKETING
The internet provides not only a platform from the increase growth of electronic commerce, but also enhanced platform for acquiring new business opportunities and an increased market share
THE ROLE OF MARKET AND CONSUMER RESEARCH
Classification Of Market Research
Can be classified based on two criteria, namely identification of problems and solving a problem
Research Design
Descriptive Research
Causal Research
Exploratory Research
Data Sourcing In Market & Consumer Research
Sourcing of data in attempt to conduct market research involve two techniques, namely via primary and secondary data collection