Marketing Agency

Social Influences on the Consumer Decision Process Roles Consumers have different roles in purchasing products and services, and these roles can influence their buying behavior. LEARNING OBJECTIVES Describe the different types of consumer roles KEY… Social Influences on the Consumer Decision Process

Influences of Personality on the Consumer Decision Process Perception Perception in marketing is described as a process by which a consumer identifies, organizes, and interprets information to create meaning. LEARNING OBJECTIVES Describe the characteristics of… Influences of Personality on the Consumer Decision Process

Purchase During the purchase decision stage, the consumer may form an intention to buy the most preferred brand or product. LEARNING OBJECTIVES Examine the “purchase decision” stage of the Consumer Decision Process KEY TAKEAWAYS Key… Purchase : Consumer Decision Process

Information Search Information Search is a stage in the Consumer Decision Process during which a consumer searches for internal or external information. LEARNING OBJECTIVES Examine the “information search” stage of the consumer decision process KEY… Information Search

The Consumer Decision Process Need Recognition Need recognition occurs when a consumer identifies a need and thinks of a product that might meet this need. LEARNING OBJECTIVES Identify need recognition as part of the consumer… The Consumer Decision Process

Positioning Bases By using customer research and perceptual mapping, a marketer can create a positioning statement using one of the three main bases. LEARNING OBJECTIVES Examine positioning and the strategy behind it relative to competitive… Positioning Bases

Competitive Perceptual Positioning Perceptual Mapping Perceptual mapping is a graphic display explaining the perceptions of customers with relation to product characteristics. LEARNING OBJECTIVES Evaluate the concept of perceptual mapping as part of competitive perceptual positioning… Competitive Perceptual Positioning

Selecting Target Markets Strategic targeting can optimize the return on investment by selecting the best segments in the market for return on investment. LEARNING OBJECTIVES Recognize the importance of segmentation and how to translate data… How To Select Targeted Groups : Selecting Target Markets

Evaluating Market Segments Segmentation involves classifying people into homogeneous groupings and determining which of these segments are viable target markets. LEARNING OBJECTIVES Illustrate the purpose and method of evaluating market segments KEY TAKEAWAYS Key Points… Evaluating Market Segments

B2B Company Characteristics B2B businesses operate and market their goods and services differently than B2C companies, due to the different nature of the purchase. LEARNING OBJECTIVES Differentiate between B2B, business to business and B2C, business… B2B businesses operate Company