REVIEW OF LITERATURE
Analyzing customer buying motives has identified as a cornerstone of a successful marketing strategy.
The factors which precipitate the buyer's motives and guide their final selection of the product can be
perceived as best satisfying
What is a promotional strategy?
Most of us are familiar with market research as suppliers (or information providers) try to obtain
information from us (or library users) on what we require. Promotion is the reverse side of this.
Organisations use promotio
VALUE AND THE CONSUMER BEHAVIOR VALUE FRAMEWORK
WHAT DO YOU THINK POLLING QUESTION
I get a lot out of shopping even when I dont buy anything.
Have students access www.cengagebrain.com to answer the
Product Classifications: Different types of goods require different marketing mixes to be
1. Durable Goods
2. Non Durable Goods
Consumer Goods Classification:
Convenience: Packaging is important to sell the product. Consumers will
Market Segment Sizing
Estimate the number of customers by starting with the most general population, and then
reducing according to the characteristics of the actual segment being sought.
Segment value = Number of Customers x Value per Customer
Help buyers identify the product that they like/dislike.
Helps reduce the time needed for purchase.
Helps buyers evaluate quality of products especially if
unable to judge a products characteristics.
Helps reduce buyers pe
Relationship Marketing Management
Need to build satisfaction through customer relationship development activities.
Relationship Marketing, process of attracting and retaining customers. Add financial benefits,
social benefits and structural ties.
full file at http:/testbankcafe.EU
Marketing Research: An Applied Orientation, 6e (Malhotra)
Chapter 2 Defining the Marketing Research Problem and Developing an Approach
1) Problem definition is the most important step in the marketing research project.
Product Life Cycle
Popularized by Theodore Levitt, 1965
Four Stages to the Product Life Cycle:
Failure rate for new products can range from 60%-90%, depending on the industry. A product
What are the tools in the promotional mix?
The tools in the promotional mix include:
Advertising. Any paid form of non-personal presentation and promotion of ideas, goods or
services by any identified sponsor.
Direct marketing. The use of mail, telephone
Product Positioning and Product Repositioning
This refers to a place a product offering occupies in consumers' minds on important attributes,
relative to competing offerings.
How new and current items in the product mix are perceived, in the m
What are the objectives of a promotional strategy?
Promotion involves making sure that customers are aware of the products that the organisation
makes available to them. More specifically, your promotional strategy will include one or more
of the followin
How is a promotional strategy structured?
Typically a promotional strategy will address:
who is managing the strategy
promotional techniques - for each ask:
why deploy this technique?
how will it be deployed?
who will do it?
what is the implementati
Employees can be empowered psychologically through supporting mechanisms such as those that build
competencies, motivation, and knowledge sharing, placing employees in control of their work-place
destiny .Thus, psychological empowerment relates to interna
Packaging decision serve the channel members and the final
Cost-how much are customers willing to pay for the
Preprinted cost, use UPC codes
Must comply with the FDA packaging regulations.
Make product tampering evident to the res
B2B Environment Organisational Behaviour
In this sub-chapter we are going to mention shortly features which can be found in both B2B and
B2C sector, we will though concentrate only on B2B environment. The reason is that even if
there are two main addresse
The motive is a short rhythmic and/or melodic idea that is usually presented in a characteristic and
impressive manner at the beginning of a composition. A motive's rhythms and/or intervals serve to form a
shape or contour that is memorable. The purpose o
to achieving the objective
to achieving the objective
(attributes of the environment)External
origin (attributes of the system)Internal origin
SWOT Matrix Analysis Template
In Swot, we analyze the
Drawbacks of Product Placemet
Brand Placement Resembles a Commercial If the placement is not subtle or appropriate
the entertainment content looks like a commercial which can cause viewer dissatisfaction
and lead to brand distain.
Advertiser Does Not Have
Benefits of product placement
Build Brand and Product Awareness Newly introduced products, or products in highly
competitive markets, can benefit from the increased awareness generated by a feature
film or television program. Established brands can benefi
History of product placement:
Product placement may have been utilized even before the film
industry existed. Some suggest that 19th-century French author
Honore de Balzac peppered his novels with names of shops and
products to placate his angry creditor
Performance Appraisal Form
Length of Employee Service in Position:
Appraisal Period: From:
The performance appraisal is a communication tool designed to support each individual's
contribution to the Uni
Product Placement- is the practice of intentionally placing a specific brand
or product as a prop into filmed entertainment. Product placements very rarely happen
by accident. Usually they are the result of an agreement or exchange between corporate
Maslow a hierarchy of needs
In his book 'Motivation and Personality' (1954) Maslow explored how people are motivated at
work. He identified five stepping stones for progressively achieving staff motivation - from
meeting basic needs to self-fulfilment. Th
THE CHARACTERISTICS OF SALES PROMOTION
A. The advantages of sales promotion include the following:
Attracting customer traffic.
Maintaining brand or company loyalty.
Offering quick results.
Providing customer value and a reminder function.
What is Personal Selling?
Personal selling is a promotional method in which one party
(e.g., salesperson) uses skills and techniques for building
personal relationships with another party (e.g., those involved in
a purchase decision) that results in both
Promotion means getting the word out to prospects and consumers. The
objective is to inform, persuade, or remind consumers about a products
attributes and availability.i Direct promotion includes personal selling,
meetings, in-person demos, dire
How much should you invest in promotion? Think of it this way. If 20% of your people are not
participating in a $2,000,000 eLearning effort because they didnt know about it or werent
convinced it was for them, youre leaving at least $400,000 on the table.
SWOT analysis - an introduction
SWOT analysis provides a structure for analysing either your own strengths and weaknesses, and
the opportunities and threats you face, or in a work context for analysing the strengths,
weaknesses, opportunities and threats