BuyerMotivationIntro - Buyer Motivation Applies to all...

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Buyer Motivation Applies to all areas of marketing, not just advertising Product Decisions What a product does? How it looks? Instant Breakfast (now breakfast bars)
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Buyer Motivation Place (Distribution) Objective Motives: Trade areas determined by willingness to travel, convenience Subjective Motives: People reluctant to buy real diamonds in stores like Wal-Mart, regardless of actual quality. How receptive would a woman be to an engagement ring purchased on e- bay?
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Buyer Motivation Promotion: Many illustrations of motivational input: actors endorsing products, pleasant “wish-fulfillment,” stressing key copy points (research-based) “Bud-Light is so great, folks will do anything for it!” budlight_office.wmv Clydesdales may be more obscure in motivation. Bud_CLYDESDALE.wmv Sales force training and sales methods that appeal to buyers’ needs & wants, likes & dislikes
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Buyer Motivation Price: “Law of demand” has objective relationship between price and quantity demanded Price-quality illusion is more subjective “Odd-even” prices with demand influenced by price-endings (e.g., $9.95 vs. $10.00, or $10.06)
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What are motives? “Motive” defined as “the state of the organism in
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This note was uploaded on 04/16/2008 for the course MKT 337 taught by Professor Mcallister during the Fall '07 term at University of Texas at Austin.

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BuyerMotivationIntro - Buyer Motivation Applies to all...

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