MGT 3300 Note 5

MGT 3300 Note 5 - Marketing management Options Consumers...

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Unformatted text preview: Marketing management May 25, 2011 Options Consumers Demographics Geographic Behavioral Psychographic Organizational Organizational type Geographic Ideal segments Homogeneous (within group) Heterogeneous (between group) Substantial (profitable) Operational (identifiable) Accessible (can be effectively/efficiently reached) Stable/sustainable Fit with the organization’s mission What is going on wit YOUR segment? Growing or declining? Gender breakdown Age groups Income level Regional differences? Urban vs. rural? Ethnic subgroups or subcultures Household/Family and Family Life Cycle Social class Concerns when “going clobal” How do you choose your next market – target countries? What do we need to know about the countries under consideration? What is essential to our success? How does a country match with our requirements? How mush the marketing mix change? Do we have the resources to do it? buying behavior Buying Behavior The decision processes and actions of people involved in buying and using products. Consumer Buying Behavior The decision processes and purchasing activities of ultimate consumers, those people who purchase products for personal or household use and not for business purposes. What’s happening in there? Motivation Needs Wants Consumer decision making process Major categories of Influence Situational Influence Physical Surrounding Social surrounding Time Purchase reason Buyer’s mood and condition Psychological Influence Social Influence Consumer behavior Info gathering (MR) Segmentation Motivation Personality Perception Learning Attitude Communications Family Social influence...
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MGT 3300 Note 5 - Marketing management Options Consumers...

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