Marketing Influences
M. M. Tamim 1 ID: 11511633
Introduction
Generally marketing deals with buying and selling a products or services. And consumer behavior is a branch of marketing deals with the process that the consumer purchase or do not purchase the products and services (Quester, Pettigrew, & Hawkins, 2006). For the retailers and all other businesses consumer behavior is analyzed for identifying key successful marketing strategy. Marketing strategy is the combination of product, price, promotion, channel of distribution and market segmentation (Quester, Pettigrew, & Hawkins, 2006). There are various factors that affect the consumer behavior for buying a product or services. And for making good strategic marketing decisions any firms or organizations need to understand those factors like cultural, individual, organizational etc (Quester, Pettigrew, & Hawkins, 2006). Analyzing consumer behavior become very important for this competitive world. For gaining competitive advantage it’s important to give more value to the customer than the competitors (Quester, Pettigrew, & Hawkins, 2006). According to Quester, Pettigrew and Hawkins (2006), customer value means the differences between the benefit they get from the products and the cost that they spend for acquiring those products. Quester, Pettigrew and Hawkins (2006) emphasize that giving best customer value mainly requires the firms to react immediate to consumer needs more quickly than rivals. This essay is based on a case study with three questions. And these three questions will be discussed simultaneously. First question is based on describing the situational influences that would affect the customer decisions for buying a products and services. Second question is based on the case that Kate wants to purchase a gift for her boyfriend’s birthday and identify the three situational influences that affect the Kate’s purchasing decisions. And the third question is describing the key marketing strategy by which a marketer might be
Introduction
Generally marketing deals with buying and selling a products or services. And consumer behavior is a branch of marketing deals with the process that the consumer purchase or do not purchase the products and services (Quester, Pettigrew, & Hawkins, 2006). For the retailers and all other businesses consumer behavior is analyzed for identifying key successful marketing strategy. Marketing strategy is the combination of product, price, promotion, channel of distribution and market segmentation (Quester, Pettigrew, & Hawkins, 2006). There are various factors that affect the consumer behavior for buying a product or services. And for making good strategic marketing decisions any firms or organizations need to understand those factors like cultural, individual, organizational etc (Quester, Pettigrew, & Hawkins, 2006). Analyzing consumer behavior become very important for this competitive world. For gaining competitive advantage it’s important to give more value to the customer than the competitors (Quester, Pettigrew, & Hawkins, 2006). According to Quester, Pettigrew and Hawkins (2006), customer value means the differences between the benefit they get from the products and the cost that they spend for acquiring those products. Quester, Pettigrew and Hawkins (2006) emphasize that giving best customer value mainly requires the firms to react immediate to consumer needs more quickly than rivals. This essay is based on a case study with three questions. And these three questions will be discussed simultaneously. First question is based on describing the situational influences that would affect the customer decisions for buying a products and services. Second question is based on the case that Kate wants to purchase a gift for her boyfriend’s birthday and identify the three situational influences that affect the Kate’s purchasing decisions. And the third question is describing the key marketing strategy by which a marketer might be
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