What makes the Apple store so successful?
Factors for Establishing a Relationship with Retailers
Choosing Retail Partners Channel Structure
Degree of vertical integration Manufacturers brand Power of manufacturer and retailer
Southwest Airlines operates five flights daily between Chicago and Phoenix during the winter.
One flight leaves Phoenix at 12:10 P.M. The plane, a Boeing 737, has a capacity of 120
passengers. During the past month, the flight has averaged 24 passengers,
Mktg410 Consumer Behavior Project 1
The following assignment will require you to locate YouTube videos for analysis for each
question below. You will provide the video name details including the link. Please select the
YouTube videos and answer the follow
@Quusnn Saturn: 1 at 1 pt 'I'Et Scare: 50% cfw_20 of 25
Consumer behavior is a process. During which stage does a consumer decide he needs a product or service?
cfw_3-3. Psychological purchase
Overview of Marketing
What is Marketing?
Simply put: Marketing is the delivery
of customer satisfaction at a profit.
Goals: Attract new customers by
promising superior value and
keep and grow current customers by
Developing Marketing Strategies
and Marketing Plan
Many companies operate without
formal plans, yet these plans can
provide many benefits such as:
encouraging management to think ahead
forcing managers to cla
The Importance of Information
dont need more
What is a Marketing
Chapters 5 & 6
Consumer and Business
Consumer Buying Behavior
Consumer Buying Behavior refers to the
buying behavior of final consumers
-individuals & households - who buy
goods and services for personal
These final consumers make
Advertising, Sales Promotion,
Personal Selling and Public
Advertising is centuries old.
U.S. advertisers spend in excess of
$500 billion each year; worldwide
spending exceeds $1 Trillion.
Advertising is used by:
Chapter 8 & 9
Segmenting, Targeting and
Steps in Market Segmentation,
Targeting, and Positioning
Step 1. Market Segmentation
World Region or Country
City or Metro Size
Density or Climate
Step 1. Market Segmentatio
Marketing Ethics, and the
Analyzing the Marketing
Marketing Environment- consists of the
factors and forces outside marketing that
affect marketing managements ability to
develop and maintain successful
Chapters 11 & 13
What is a Product?
A PRODUCT is anything that can be offered to a
market for attention, acquisition, use, or
consumption and that might satisfy a want or
Applying Marketing Knowledge
Listed here are three different products in various stages of the product life cycle. What
marketing strategies would you suggest to these companies? (a) Canon digital camerasgrowth
stage, (b) Hewlett-Packard tablet computersi
Applying Marketing Knowledge
1. What variables might be used to segment these consumer markets? (a) Lawn mowers, (b)
frozen dinners, (c) dry breakfast cereals, and (d) soft drinks.
a. Variables used to segment the lawn mower consumer markets can be: push
Which of the following would MOST LIKELY be considered a consumer product?
Cars and appliances are classified as
Supply Chain Management
Supply Chain, Marketing Channels, and Logistics are Related
Marketing channel Logistics management Similar but different
Supply Chains Add Value
Supply Chains Streamline Distribution
Reduce number o
By providing good customer service, firms add value to their products and services.
Lands' End Website 12-1
The Service Product Continuum
Most offerings lie somewhere in the middle
Offering a service with your products
Stages of International Involvement
Initial Entry Economies of Scale Local Market Expansion Economies of Scope Global Rationalization Synergies
International Product Life Cycle
Industrialized nation exports high tech products Loses its sales to local co
Mattel Product Safety Crisis
Lead paint from subcontracted manufacturer in China
Greed and short term profit seeking
Serious long term consequences
Creating value over the long run
Long term success
Using ethics as part of the g
1 What consumer wants (or benefits) are met by the following products or services? (a) 3M Post-it
Flag High-lighter, (b) Nike running shoes, (c) Hertz Rent-A-Car, and (d) television home shopping
3Ms Post-it Flag High-lighters benefit the consum
1 For many years Gerber has manufactured baby food in small, single-sized containers. In conducting an
environmental scan, (a) identify three trends or factors that might significantly affect this companys
future business, and (b) propose how Gerber might
1 (a) Using Medtronic as an example, explain how a mission statement gives it a strategic
direction. (b) Create a mission statement for your own career.
a. In Medtronics case, their mission statements backs up their strategic direction with the
1 Explain how the four Is of services would apply to a Marriott Hotel.
a. Intangibility: Hotels are great for providing intangible services, such as great concierge customer
service, room service, free gifts, and more.
b. Inconsistency: Keeping a great te
1 How would the price equation apply to the purchase price of (a) gasoline, (b) an airline ticket, and (c) a
A. Final price = pump price cash discounts
B. Final fare = standard fare frequent flyer miles + luggage fees + first class fees
1. How does competitive product advertising differ from competitive institutional advertising?
Competitive product advertising highlights the brands significant features and benefits to the consumer.
Competitive institutional advertising to hig
APPLYING MARKETING KNOWLEDGE
1. Review Figure 5-2, which shows the smart phone attributes identified by Consumer Reports.
Which attributes are important to you? What other attributes might you consider? Which brand
would you prefer?
1.Products can be classified as either consumer or business products. How would you classify the
following products? (a) Johnsons baby shampoo, (b) a Black & Decker two-speed drill, and (c)
an arc welder?
a. Consumer product.
b. Both: Consumer product and