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Understanding the Marketing Process Leonardo Matarrese

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Leonardo Matarrese

Understanding the Marketing Process Leonardo Matarrese

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CHAPTER 11 Understanding Marketing Processes and Consumer Behavior
Outline ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What Is Marketing? ,[object Object],[object Object]
Marketing Goods, Services, & Ideas ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Marketing Environment ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The External Marketing Environment 10 - The Firm and Its Marketing Plan ,[object Object],[object Object],[object Object],Competitive Environment Political & Legal Environment Social & Cultural Environment Economic Environment Technological Environment
Competitive Environment   ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Planning & Executing Marketing Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Marketing Mix ,[object Object],[object Object],[object Object],[object Object],The combination of product, pricing, promotion, and distribution strategies used to market products
The Marketing Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The combination of product, pricing, promotion, and distribution strategies used to market products
Target Marketing & Market Segmentation ,[object Object],[object Object],[object Object],[object Object]
Identifying Market Segments ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing Research ,[object Object]
Market Research and the Marketing Process 10 - Controllable Marketing Variables ,[object Object],[object Object],[object Object],[object Object],Environmental Factors ,[object Object],[object Object],[object Object],[object Object],[object Object],Marketing Managers Stakeholders MARKETING RESEARCH ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Assessing Information Needs Providing Information Making Decisions
The Research Process ,[object Object],[object Object],[object Object],[object Object],[object Object],Secondary Data Data readily available as a result of previous research Primary Data Data developed through new research
Research Methods ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Understanding Consumer Behavior ,[object Object],[object Object]
Influences on Consumer Behavior ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Consumer Buying Process Personal & Environmental Factors Psychological Personal Social Cultural Stages of the Consumer Buying Process Evaluation of Alternatives Which are comfortable? Which are affordable? How will others react to them? Information Seeking Search for stores, styles, prices, opinions of others Problem Recognition Need to replace old shoes Purchase Decision Choose rationally or emotionally Postpurchase Decision Observe reactions of others; test durability, compare with older shoes Marketing Factors Product Pricing Promotion Place 10 -
The Consumer Buying Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Organizational Marketing & Buying Behavior ,[object Object]
Organizational Markets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Organizational Buying Behavior ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Differences in Buyers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Industrial Buying Process Stages in the Buying Process Postpurchase Evaluation of product and evaluation of supplier Purchase Decision Information Seeking 10 - Problem Recognition Developing Product Recognition Evaluation of Alternatives using product specification
Differences in Decision Making ,[object Object],[object Object],[object Object],[object Object]
The International Marketing Mix ,[object Object],[object Object],[object Object],[object Object]
Small Business and the Marketing Mix ,[object Object],[object Object],[object Object],[object Object]

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Understanding the Marketing Process Leonardo Matarrese

  • 1. CHAPTER 11 Understanding Marketing Processes and Consumer Behavior
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  • 19. The Consumer Buying Process Personal & Environmental Factors Psychological Personal Social Cultural Stages of the Consumer Buying Process Evaluation of Alternatives Which are comfortable? Which are affordable? How will others react to them? Information Seeking Search for stores, styles, prices, opinions of others Problem Recognition Need to replace old shoes Purchase Decision Choose rationally or emotionally Postpurchase Decision Observe reactions of others; test durability, compare with older shoes Marketing Factors Product Pricing Promotion Place 10 -
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  • 25. The Industrial Buying Process Stages in the Buying Process Postpurchase Evaluation of product and evaluation of supplier Purchase Decision Information Seeking 10 - Problem Recognition Developing Product Recognition Evaluation of Alternatives using product specification
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