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12792BB5d01 - Food marketing and consumer behaviour...

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Food marketing and consumer behaviour - Chapter 1 1 Food marketing and consumer behaviour - Chapter 1 1 Food marketing and consumer behaviour Academic year 2009-2010 Prof. dr. ir. Wim Verbeke Department of Agricultural Economics [email protected] Food marketing and consumer behaviour - Chapter 1 2 Chapter 1: Introduction What is marketing? • Course objectives – Principles of marketing for food – Marketing management – Communicate in marketing terms – Think and Act Market oriented
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Food marketing and consumer behaviour - Chapter 1 2 Food marketing and consumer behaviour - Chapter 1 3 Course objective Think and act market and consumer oriented Look at the following situation “Our customer wants a NEW THING installed in garden” “Let’s put our best people on this project!” “Let’s involve all departments to tackle this challenge!” Food marketing and consumer behaviour - Chapter 1 4 Stage 1: Our commissionary (prospector) visits a prospective customer and discusses his/her needs. The situation appears to be clear. The commissioner returns to the company and feels OK about the new project and having a potential new client.
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Food marketing and consumer behaviour - Chapter 1 3 Food marketing and consumer behaviour - Chapter 1 5 Stage 1: As our commissionary understood the need Food marketing and consumer behaviour - Chapter 1 6 Stage 2: The commissionary explains the customers’ need to the sales people, who in turn will report this demand to the company. They write and draw their sales report as follows:
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Food marketing and consumer behaviour - Chapter 1 4 Food marketing and consumer behaviour - Chapter 1 7 Stage 2: As sales reported Food marketing and consumer behaviour - Chapter 1 8 Stage 3: “Sales” has asked for a new product. Apparently there are people out there who are interested in this kind of product. Now it is up to us, the Research and Development (R&D) department, to design this thing:
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Food marketing and consumer behaviour - Chapter 1 5 Food marketing and consumer behaviour - Chapter 1 9 Stage 3: As R&D designed and developed Food marketing and consumer behaviour - Chapter 1 10 Stage 4: Here comes a new design from R&D. How to manufacture this thing? OK, it’s clear, let’s do it this way:
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Food marketing and consumer behaviour - Chapter 1 6 Food marketing and consumer behaviour - Chapter 1 11 Stage 4: As manufacturing produced Food marketing and consumer behaviour - Chapter 1 12 Stage 5: This morning, we received a strange thing, to be installed in a customers’ garden. It will not be easy, but we certainly will manage to assemble the thing.
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Food marketing and consumer behaviour - Chapter 1 7 Food marketing and consumer behaviour - Chapter 1 13 Stage 5: As assembly installed Food marketing and consumer behaviour - Chapter 1 14 Stage 6: Oh no!
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