marketing management

Consumer and Business Buyer Behaviour a. model of customer behaviour C onsumer buyer behavior : the buying behavior of final consumers, individuals and households, who buy goods and services for personal consumption Consumer market : all the individuals and households that buy or acquire goods and services for personal consumption. model of consumer behaviour: b. characteristic affecting consumer behaviour factors influencing consumer behaviour: c. types of buying desion behaviour 4 types of buying behaviour: d. the buyer decision process occurs when the buyer recognizes a problem or need triggered by: internal stimuli external stimuli sources of information: personal sources: family and friends commercial sources: advertising and internet public sources: mass media and consumer organizations experiental sources: handling, examining, and using the product  evaluation of alternatives : how the consumer uses information to evaluate alterna...

a.    Marketing Information and Customer Insight Customer insights : fresh understandings of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships. Marketing information system (MIS) : people and procedures for assessing information needs, developing the needed information, and helping decision makers to generate and validate actionable customer and market insights. Primarily serves the company’s marketing and other managers. Provide information to external partners.   A good MIS balances the information users would like to have against what they really need and what is feasible to offer. b. Developing Marketing Information Marketers can obtain the needed information of: Internal database : e lectronic collections of consumer and market information obtained from data sources within the company network. Comptitive marketing intellgence : t he systematic collection and an...

a. The Micro-environment  Micro-environment: The actors close to the company that affect its ability to serve its customers. actors in the microenvironment: b. The Macro-environment  Macro-environment: The larger societal forces that affect the micro-environment, consists of demographic, economic, natural, technology, politic, and cultural forces. demographic environment: the changing age structure of the population. ( the baby boomers, generation X, generation Y, generation Z) geographic shifts in population. a better -educated, more white-collar, more professional population. increasing diversity. economic environment: the changes in consumer spending. income distribution. technological environment: political and social environment: legislation regulationg business. increased emphasis on ethics and socially responsible actions. cultural environment: the presistance of cultural values. shifts in secondary cultural values.(people'...