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Marketing (Consumer Behaviour (Stage Buying Process
Lancaster &…
Marketing
Consumer Behaviour
Stage Buying Process
Lancaster & Withey
- Need for recognition
- Information research
- Evaluation or alternatives
- Decision to purchase
- Post purchase evaluation
Decision to purchase
DMU
- Initiator
- Gatekeeper
- Influencers
- Deciders
- Approvers
- Buyers
- User
Consumer behaviour theories
- Cognitive paradigm theory
- Learned behaviour theory
- Habitual decision making
Buying Decision Factors
- Socio Cultural influences
- Personal influences
- Psychological influences
Buyer Behaviour
- Relevance
- Frequency
- Freedom
- Influence
Market Planning Process
Segmentation
Kotler
- Measurable
- Accessible
- Substantial
Segmentation Base
- Demographic
- Socio Economic
- Psychological
- Situational/Behaviour
Planning Process
- Situation Analysisd
- Review corp object/mission
- Set Marketing objective
- Devise marketing strategy
- Plan marketing mix
- Implementation
- Review
Marketing Strategy:
- Segmentation
- Targeting
- Positioning
- Marketing mix
Positioning:
Ansoff Matrix
- E-E. Market Penetration
- E-N Product Development
- N-E market development
- N-N Diversification
Marketing MIx
- Product
- Place
- Promotion
- Price
- People
- Processes
- Physical evidence
Product Theory:
Boston Consulting G
- Star
- Cash Cow
- ?
- Dog
Branding:
Kotler
- Line extension
- Brand extension
- Multibrands
- New Brands
- Cobrands
Marketing Environment
- Macro Environment
- Micro Environment
- Internal Environment
PEST(EL)
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Social
Johnson & Scholes
- Population Demographic
- Income Distribution
- Social Mobility
- Lifestyle Changes
- Consumerism
- Level of Education
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Selling product
- Sales Orientation
- Production Orientation
- Product Orientation
- Marketing Orientation
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