Samenvatting van de artikelen die gelezen moeten worden in het vak MCB-30306 Consumer Behaviour: Concepts and Research Methods aande Wageningen Universiteit.
Marketing and connumeer behavionmr woth reueecot tn fnndu rrope and Memeenberg
Introducton
- Staies in marketnig
1910-1920g producton conceptg focus of marketni operatons on physical product and
efciency of producton and distrituton whehen demand exceeds supplies distrituton
efciencyi
1930-1950g sellini approachg orianizaton must undertake aiiressive sellini and promoton
effort to iet consumers to tuy enouih whehen tasic needs are satsfedi
1950-nowheg marketni conceptg focus on policies and strateiies frms adopt to satsfy needs
and wheants of tariet iroups more effectvely and efciently than compettors whehen increase
in productvity and atundant supplyi
- Marketni manaiementg plannini and executni conceptonn pricinin promoton and distrituton of
ideasn ioodsn and services to create exchanies that satsfy individual and orianizatonal otbectvesg
Market focusi
Customer orientatoni
Coordinated marketnii
Proftatilityi
Marketng
- Marketnig social and manaierial process ty whehich individuals and iroups ottain whehat they need
and wheant throuih creatnin offerinis and exchaniini products of value wheith others effectve and
efcient exchaniei
- System thinkini to understand marketni processg
Marketni systemg companyi
Sutsystemsg company orianized in Strateiic Business Units (SBUs) coordinaton marketni
set of products specifc marketni otbectvesi
Marketni environmentg tariet iroupn compettve suppliersn distrituton structuren
iovernment and lotty iroupsi
Instrumentsg productn pricen promotonn and place/distritutoni
- Strateiic planninig manaierial process of developini and maintainini viatle ft tetwheeen
orianizatonns otbectve n skillsn and resources and its chaniini market opportunites shape and
reshape companyns tusinesses and product so that they yield tariet profts an irowhethsi
Corporate strateiic plang corporate headquartersg
o Defniton companyns missioni
o Identfcaton companyns strateiic tusiness units unique set products aimed at
homoienous marketsi
o Analysis and evaluaton current
portfolio of tusinesses rrowheth-
Share matrixg classifes SBUs in
terms of market irowheth and share
relatve to lariest compettori
- Compettve strateiy Porterg potental entrantsn tuyersn suppliersn and sutsttutes three
strateiiesg
Focusg one or limited narrowhe market seimentsi
Differentateg superior performances in some customer teneft valued ty marketi
Overall cost leadershipg lowheest costs of producton and distritutoni
Marketng strategies at the product and brand levnel
- Basic marketni strateiiesg
,Samenvatni MCB30306
Market seimentatong identfcaton sutiroups of customers that are internally
homoieneous in some aspects and different from other market seiments ultmatum is
customized productoni
Product differentatong hiihly valued for sufcient numter of tuyers (important)n not
offered ty others (distnctve)n superior to other wheay to ottain teneftn visitle to tuyers
(communicatle)n not easily copied (pre-emptve)n consumers can afford to pay (affordatle)n
and proftatle for companyi
o Positoninig placini trand in part of market whehere it wheill receive favouratle
recepton compared to competni products whehat product stands fori
Product development/innovatong reeected in product life cycle (PLC) introductonn irowhethn
maturity and declinei
o Pro-actvei
o Re-actveg imitate newhe products introduced ty innovatni companiesi
Compettve strateiyi
Marketng tactcss: organizing the marketng mix
Productg quality atritutesg functonal (core product) and psycholoiical (product as
marketed) utlity ieneratni tenefts that make up consumerns quality perceptong
o Intrinsic quality cuesg characteristcs that cannot te chanied wheithout alterini
producti
o Extrinsic quality cuesg pricen namen packaiinin purchasen etci
Auimented product is tranded product trand has intrinsic value (trand equity) in that it
creates awhearenessn stmulates loyalty and serves as indicator of qualityi
Priceg cover costs (treak-even point) and ienerate proft value for moneyg
o Market skimminig hiih introducton prices to skim maximum revenuei
o Market penetratong lowhe introducton prices to create iroup of loyal customersi
Promotong communicaton throuih advertsinin personal sellinin sales promoton or putlic
relatonsi
Placeg whehen and whehere to supply products distrituton loiistcsg plannini of product
eowhes (Just-In-iime)i
Consumer orientaton in marketng
- Consumer tehaviourg processes whehen
individuals or iroups selectn purchasen usen
or dispose productsn servicesn ideasn or
experiences to satsfy needs and desiresi
- Five staies elatoratve decision makinig
Protlem recoinitong discrepancy
tetwheeen ideal and actual state
solve tension (needs/desires) throuih purchase (wheant)i Can te physioloiical/primary or
psycholoiical/secondaryi
o Maslowheg physioloiicaln safetyn socialn esteem and self-actualizaton needsi
o Neiatve (utlitarian) versus positve (hedonic) motvatonsi
Search tehaviourg search for alternatves intern (memory) or extern perceptong selectonn
orianizaton and interpretaton of stmuli perceptual mappinii
Evaluaton of alternatvesg most suitatle alternatves tased on criteria and wheeiihtsi
Purchaseg ineuences ty purchase intenton and unantcipated circumstancesi
Evaluaton of purchase outcomesi
- Determinant extensiveness decision makini processg involvement and prior experience (extendedn
limited and routnized response tehaviour)i
, Samenvatni MCB30306
Food choice behavniour in afuent societes
- Sensory and hyiienic are tecomini necessary rather than sufcient quality improvement tasic
quality ensured psycholoiical motves tecome primary motvatorsi
Implicatons for food marketng
- Fraimentaton consumer demand and intensifyini competton and hiih quality standardsg
Effectve market seimentaton important and difculti
Hiih creatvity and product differentaton needed to create consumer teneft insiiht in
secondary atritute importancei
Product development and innovaton important shortenini product life cyclesi
Chain marketnig boint cooperaton companies in marketni channeli
o Administered vertcal marketnig deliteraton and persuasioni
o Contractual vertcal marketnig contractsi
o Corporate vertcal marketni inteiraton of companiesi
Cnnumeer reuearcoh on earey utageu nf new erndmcot devieeneeent Keeef, rrope and Lmnong
Introducton
- Newhe product
development (NPD)
processg opportunity
identfcatonn
developmentn testnin
launchi
Categorisaton scheme
- Determinants consumer research and elicited needg
Informaton sourceg
o Need-driveng partcipants
are asked to reveal internal
needsi
o Product-driveng confront
consumer wheith products to start identfcaton of needs and wheantsi
iask formatg
o Multple/sinile productg multple product allowhes comparison as in the marketi
o Response typeg
Associatong indicate frst thouihti
Preference budimentsg askini consumer afer preferencesi
Perceptual budiementsg identfy differences tetwheeen productsi
o Form of derivinig
Directg self-artculated needs tut consumers not alwheays knowhe and express
needs correcti
Indirectg needs are inferred from variatles or interpretaton of researcheri
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