MM1 - Lecture 9 - Sep29 2011 - OnCourse

MM1 - Lecture 9 - Sep29 2011 - OnCourse -...

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Consumer Decision Making MGCR 352 September 29, 2011
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Objectives Finish Discussion of SWOT Analysis Understand the Consumer Decision Making Process: Definition and Relevance Identify and discuss the stages in the consumer decision process Understand the types of consumer buying decisions and factors influencing them
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SWOT Analysis S W O T Things the company does well. Things the company does not do well. Conditions in the external environment that favor  strengths. Conditions in the external environment that do not  relate to existing strengths or favor areas of current  weakness. Internal External
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SWOT Analysis Strengths  and  Weaknesses INTERNAL n Production Costs n Marketing Skills n Employee Capabilities n Financial Resources n Firm’s Technology n Company/Brand Image
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SWOT Analysis Opportunities  and  Threats EXTERNAL n Socio-cultural n Demographic n Economic n Technological n Political/Legal n Competitive
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The Macroenvironment: External Environment Source: Kotler et al, Marketing Management 7th edition
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Lets Do a SWOT ANALYSIS
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Marketing Process Activities Understand the  organization’s  mission  Set marketing  objectives Gather, analyze,  interpret “SWOT”  information Implement the marketing strategy Develop a marketing strategy Design performance  measures Evaluate marketing efforts--change if  needed
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If  you want to buy a new car and a  detergent… what steps will you take?
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Consumer Decision Making Process: Definition  and Relevance Processes a consumer uses to make purchase decisions, as well
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This note was uploaded on 11/23/2011 for the course MGCR 2049 taught by Professor Edwardbierbrier during the Fall '10 term at McGill.

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MM1 - Lecture 9 - Sep29 2011 - OnCourse -...

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