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Cust
omert
ypes Rol
es
Act
ivi
ti
es
Cust
omer
s Users
Mental Sel
ector
s
Busi
nesses Physi
cal Payer
s
Typesofcustomer s
Business:tomanufact
ureot
herproduct
s,t
oresel
ltoot
herorgani
sati
onsori
ndi
vidual
s,t
oconduct
operati
ons
Consumer :al
l-
encompassi
ngter
mt omeananyenduser ,
customer,
cli
ent
Rol
esofcustomer s:
Select
or:parti
cipat
esinprocurementfrom themar ketpl
ace
Payer:fi
nancesorpaysf orpurchase
User:actuall
yconsumest heproduct,
receivest hebenefi
tofpr
oductorservi
ce
Onepersoncanbeone, t
wo,orallt
hreeforapr oduct.Theremaybeconfli
ctsbetweenrol
es,
e.g.your
par
entsbuyyouasmal lcarbutyouwant edaspor t
scar .
Activities
Physi cal :act i
onst akensuchasvi si
tingt hest or e,discussingpr oductwi thsal esper son,compar ing
product sandbuyi ng.
Ment al :assesshowwel lthepr oductwi llsatisf yneeds, exper i
encewi tht hepr oduct , andknowl edgeof
dif
ferentbr ands, opinionsorvi ews.
Individualf act orst hati nfluencedeci sion- making
Mot i
vat i
on:t heneeds, want s,dr i
vesanddesi resofani ndividualthatleadt hem t othepur chaseof
product sori deas.
Percept i
on:i ndi vi
dualbecomesawar eoft heenvi ronmentandi nt
erpretsitt oint heirf r
ameofr eference.
Learni ngabi li
ty:consumer sacqui r
epur chaseandconsumpt ionknowl edge, experiencewhi chtheyapply
tofutur e-relatedbehavi our .
Atti
tude:l earnedpr edisposi ti
ont obehavei naconsi stentlyfavour ableorunf avour abl ewayt owards
objects, event sorsi tuat i
ons.
Personal it
y:psychol ogi cal char acteristi
cst hatdet ermi neandr efl
ecthowt heyr espondt otheir
environment .
Lif
est yle:wayofl i
ving.
Gr oupf actorst hati nfl
uencedeci sion-maki ng:
Fami ly:nucl earandext endedf ami l
y.
Culture:i nstitut i
onal i
sedwaysofappr opriatebehavi our .Distincti
vepat ternsofbehavi ourofagr oupof
people, i
ncludi ngbel i
ef s,nor ms, valuesandpr emi ses.
Socialcl ass:gr oupwhi chenj oysmor eorl esst hesamepr estigeandst at usi nsoci ety.
Referencegr oups:ar eusedasabasi sofcompar isonorpoi ntofr eferencewhenf ormul ati
ngresponses.
Opinionl eader s:oneper sonper formingt hef unct ionofar ef erencegr oup.
Importanceofcust omerbehavi our
Customersat i
sfactionandcust omerretenti
on
Iti
smor ecostlytor ecruitnewcust omersthant okeepoldones.Or gani
sat
ionsmustmeetorexceed
customer s’expectationsofser vice,qual
it
y,pri
ceanddel iver
y.
Marketingconcept
Marketingact i
viti
esar einfluencedbyf ourcompet i
ngorientat
ions:
Pr oductionor i
entation:f ocusedont hei
nt er
nalcapabili
ti
esofthebusinessr
athert
handesi
resand
needsoft hemar ketplace.Whatcanwedobest ?
, Sal esor ientation:useofaggr essivesal estechniques,withhighsalescreati
nghighprofit
s.
Mar keti
ngor ientati
on:focusonwhatcoul dbesol d,i
.e.theneedsoft hebuyers.Thi
sledtot he
puremar ketingconcept :
●Consumeror ientati
on:allmar keti
ngact sshoul dbeai medatsat i
sfyi
ngconsumerneeds,
demandsandpr eferences.
●Profitorientation:achievingpr of
itabil
it
yisessent ial
,maximisi
ngpr ofi
tsisthepri
mar y
objecti
ve.
●Organisat ionalintegrati
on:theor ganisationisseenassyst em ofunitsthatworktogetherto
achieveaj ointobj ecti
ve.
Soci et
alor i
ent ati
on:askswhet herthepur emar keti
ngconceptisadequat ewhi l
efaci
ngpr oblems
ofenvi r
onment aldamage, r
esourceshor t
ages, populati
ongrowth,etc.Isi
twhati sbesti
nt helong
run?
Cust omerf ocus
Organi
sat i
onst hatf ocusont heneedsoft hecust omerensur ethatt
heneedsofsoci etyareservedbet t
er.
Thisi
sessent ialforl ong-term survival.
Appli
cat
ionofknowledgeofcust omerbehaviour:
Market
ingstr
ategy
Basedonexpli
citori
mpl i
citbeli
efsaboutcustomerbehaviour.St
rat
egiesbasedonresearchandsound
theor
ywillbemoresuccessful.Themar ket
ingstr
ategyprocessconsistsoff
ouri
ter
ativeprocesses:
Socialmar keti
ng
Satisfywant s,needsandi nterest
soft argetmar ketsi
nsuchawayt hatitpr eser
vesorenhancesthelong-
term well
-beingofconsumer sandsoci et
y.( Behavi
ourchangecampai gns, promotingsoci
ali
ssues,
donat i
ngrevenuet oacause, providi
ngvol unteers)
Bett
er -
informedi ndividual
s
Iti
si mportantt hatcustomer sunder standt hestrat
egi
esandt act
icsthatcompani esareusi
ngtoinf
luence
them inorderf orthem tomakepr operlyinformeddecisi
onsaboutwhatt heybuy.
RoleofCust omerBehavi ouri nMar ket
ingSt rategy
Customerval ue:thedi ff
er encebet weenal lthebenefit
sderivedfrom apr oductandal lthecostsof
acquir
ingthosebenef i
ts.
Marketingstrategywor ksi nt hef oll
owingway:
1.Mar ketAnal ysis:det ail
edanal ysisoft heorganisati
on’scapabili
ties,strengt hsandweaknessesof
thecompet it
ors,theeconomi candt echnol
ogicalforcesaffect
ingt hemar ketandt hecurrentand
potentialcustomer si nt hemar ket.
a.Cust omer s:e. g.cust omerval ueanalysis-theuseofacust omeri nf or mati
ondat abaset o
enabl etheor gani sationt oprojectthefuturebehaviourofcust omer sont hebasisoft heir
pur chasehi stories.
b.Or ganisation:under standingofcapabi li
ti
es,e.g.fi
nances,manager ialskil
ls,
pr oducti
on
capabi l
iti
es
c.Compet it
or s:under standt hecompet itor
s’capabili
ti
esandst rategies, aswellasi t
understandsi t
self.
d.Envi ronment :var i
abl eswhi chmaybei nfl
uenced, butnotcont roll
ed, bytheor gani
sation.
Thesear ethecondi tionsunderwhi chthest r
ategywi l
lbeimpl ement ed.
, 2.Mar ketSegment ati
on:basedonmar ketanal ysis,t
heor gani
sati
oni denti
fi
eshomogenousgr oups
orsegment sonwhi cht of ocus.Thesegment saredescr i
bedintermsofdemogr aphi
c,
psychogr aphicandgeogr aphi caspects.Cust omersi nthesegmenthavesi mi l
arneedsandwants.
Asegmentmustbel ar
geenought obepr of i
tableforacompanyt otargetit
.
a.Benef its
i
. For cesf ocusoncust omerneeds
ii
. I dentif
icat i
onofnewmar keti
ngoppor t
unitiesf rom research
i
ii
. Gui delinesf ordevel opmentofsepar atemar ketof f
er i
ngs
i
v. Faci li
tateappr opr i
ateallocationofmar keti
ngr esources
b.Di sadvant ages
i
. Devel opmentofsepar atemodel sandmar ketof fer
ingsi sexpensive
ii
. Li mitedmar ketcover agei sachieved
i
ii
. Excessi vedi f
ferenti
at i
onmayl eadt oapr oliferati
onofmodel s,andcanni bal
isati
on
c.Cr it
eriaforef f
ectivesegment ati
on
i
. Measur ableinter msofsi ze,buyingpower , potenti
alpr ofi
t
ii
. Lar geenought obewor thexpl oi
tingwi thtailoredoffers
i
ii
. Accessi bletomar keters
i
v. Act ionabl ee.g.fundst ocr eatesepar atemar ketofferi
ngs
v. Di ff
erent iableintermsofneeds, demandsanddesi res,easytodistinguishbetween
3.Mar keti
ngSt rategy:ai medatpenet ratingt hesel ectedsegment (s).Thest rategyi sf ormedi nterms
ofthemar ketingmi x, whichi nvol vescombi ningpr oductf eatures;pr icest obechar ged, promotion
ofthepr oductandmaki ngi tavai lablei nthepl acecust omer swanti t.Thi scombi nationi sthetotal
product.
a.Product :mar ketersmustbal ancet hebenef itsofcust omi sationagai nstawi der angeof
productopt ions-i ncl udesqual ity, styling,speci aldesignf eatures, packagi ng, rangeofsi zesor
options,war ranties.
b.Promot i
on:t her earesevenf ormsofmar keti
ngcommuni cation( adver ti
sing, personal
selli
ng,publicr elations, salespr omot ion,sponsor ships, directmar ket i
ng, publ i
city)
.Themar keti
ng
communi cationst r ategyneedst oanswer :
Wi
thwhom dowewantt ocommuni cate?
Whatef
fectdowewantourcommuni cat iont ohaveont het argetaudi ence?
Whatmessageshoul dweconveyt ot het argetmar ket ?
Whatmeansandmedi ashoul dweuset or eacht het ar getaudi ence?
Whenshoul dwecommuni cat ewi t
ht het ar getaudi ence?
c.Price:cust omer scanbuyowner shi porl imitedusager ights( rent).Lowerpr icesdonot
alwaysequalmor esal es.Pricecanbeseenasameasur eofqual it
y.Companyneedst o
under st
andt hesymbol i
crolet hatpr iceplaysf orthepr oductandt argetmar ket.
d.Place:di stributi
on’ srol eist ogett hepr oductt oi t
st argetmar ket.Cust omer swi llonl
y
rarelygooutoft heirwayt oobt ainapar ti
cul arbr and.St rategieshavet obedevel oped, suchas
met hodsandr outest ogett hepr oductt othel ocat i
on.
Out
comesofcust omerbehavi our
Organisationaloutcome
Productpositi
oning-Thewayi nwhi cht hecustomer sdef inet hepr oduct’si
mportant
attr
ibutes.
Sales-Producet herevenuenecessar yf ortheorganisationt ost ayi nbusiness.
Customersat i
sfacti
on-Keepi ngexisti
ngcust omer sbecauset heyar esat i
sfi
edwitht
he
products.
Indi
vidualout comes
Needsat i
sfacti
on-act ualandperceivedneedf ulfi
lment .Of ten, f
ulfi
lli
ngoneneedaf f
ect
s
thei
rabi l
it
yt oful
fi
lothersbecauseoff inancialandt i
meconst r
ai nts,e.g.gambl i
ng.
Societaloutcomes
Economi coutcomes-Cumul ati
veimpactofbuyi ngdeci sions, incl.decisi
on
Physicalenvir
onment-Pol lut
ion,availabil
it
yofscar ceresour ces.
, Over
allmodelofcust
omerbehavi
our
:pg28-
30
Ext
ernali
nfl
uences Ext
ernali
nfl
uences
Cul ture Cl imate
Subcul ture Economy
Ref erencegroups Gover nme
Soci alclass nt
Fami l
y Technol og
Mar ket
ingacti
vit
ies
Deci
sionmaki ng
I ndi
vidual
Or ganisat
ion
CUSTOMERS al
I
nter
nali
nfl
uences Fami ly
Per cepti
on
Lear ning
Mot ivati
on
Li f
estyle Personal
At ti
tudes charact
eri
sti
cs
Per sonali
ty Race
Sel f
- Age
concept Gender
St
udyUni
t2:Cr
eat
ingMar
ket
ingVal
uef
orConsumer
s
Value:t
hebeli
efst
hatacommunit
ysharesandt
hatpr
ovi
desgui
del
inesf
orhowcommuni
tymember
s
shouldthi
nk,
actandfeeli
nagi
vensi
tuati
on.
Themar ketvalueofP&S
Mar ketvalue:thepot ent i
alofapr oductorservicetosol vetheconsumer ’
swant sandneeds.Consi st
sof:
Universalvalue:satisfiesthebasi cneedsoft hecust omer ,
thebot tom l
inevaluesthateverycustomer
expect sfr
om thepr oductorser vi
ce,e.g.aproductwhi chsat i
sfi
eshunger,thir
st,andsafet
y.
Personalval ue:mor edi verse,var
ybet weencust omer s.Sat isfi
esthewant softhecustomer ,
whichar eof
amor epersonalnatur e.Per sonalval
uesmaybegr oup- speci f
ic(t
argetmar ket
)orindi
vidualspecif
ic(one-
on-onesel l
ing),e.
g.apr oductwhichsat isf
iestheneedsofl oveandr espect.
Uni
versalval
ues
A:t
osati
sfybasic
MARKET
Per
sonalval
ues
VALUE
A:t
osati
sfywant
s
Group Indivi
dua
speci
fi
c: l
ai
medat specifi
c:
agroup aimeda
ofpeopl
e single
person
Themat
ri
xofval
uesandcust
omerr
oles:
User Payer Buyer
Uni
ver
salval
ues Perf
ormancevalue:whatt
he Pri
cevalue:ut
il
it
ythatcanbe Servicevalue:measur ed
p/scandofortheuser.E.
g. obtai
ned,i
sitaff
ordabl
e? accor di
ngt opr
e-purchase&
foodgi
vesnutr
iti
on post-purchaseadviceand
assistance.
PV:Gr
oup Socialval
ue:i
nlinewi t
h Credi
tval
ue:cust
omerpays Conveni encevalue:savi
ngsi
n
normsandst andardsofpeer bycredi
t,del
aysf
ullpayment
. ter
msofi nvest
ingtimeand
grouporfri
ends.E.g.cell eff
or t
.E.g.open15hr saday.
phone
PV:I
ndi
vidual Emot i
onalval
ue:through Fi
nancingval
ue:ter
msof Personalisat
ionvalue:creat
ed
experi
enti
alconsumpt i
on.E.
g. paymentareoff
ered.E.
g.hi
re bymeansofcust omi sati
on
MercedesBenz purchaseorl
ay-
bye. andinterpersonalr
elations.
E.g.personalbanker.
Organi
sat
ion’
sperspectiveofmeasur i
ngvalue:
Thebestwaytodetermi neaccurat
elywhetherval
uehasbeenaddedfort
hecustomeristoquanti
fyiti
n
theval
uemetri
cspr ocess:
1.Determinetheexpect edval
ue:themostbasicwayisbycreat
ingaconsumersati
sfact
ionindex
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