What Motivates Buyers - Marketing Campaign Planning - ثالث ثانوي
PART 1
Chapter 1 Introduction to Marketing
Chapter 2 Consumer Behavior
Chapter 3 Marketing Strategies
Chapter 4 Products and Services
PART 2
Chapter 5 Planning for a Marketing Campaign
Chapter 6 Advertising and Public Relations
Chapter 7 Personal Selling and Sales Promotion
What Motivates Buyers
MARKETING MATTERS Consumers make purchases for a reason or, in other words, they have a motive for making purchases
Did you make the decision about which speci c product or service to purchase quickly or spend a longer time considering it
What were the reasons why you purchased the specific product or service that you chose
What could marketers learn about your needs and wants from analyzing your purchase of this product or service
Emotional Motives
The Three Categories of Buying Motives
Rational Motives
What would be the most important factors for you if you wanted to purchase a laptop computer?
Patronage Motives
Business consumers may also be influenced by patronage motives
What businesses and brands are you loyal to? What are the reasons for your loyalty
What are the reasons why a consumer may remain loyal to a particular company or brand
Which type of motive might consumers intentionally avoid being influenced by? Why
What are the three main types of motives that influence consumer purchasing choices
Marketing Communication Deciding on Your Next Cup
Why has the shop used an increase in commodity prices as a reason for price increases
Why has the shop increased its prices only on lower-priced drinks
Why has the shop choosen not to advertise or promote its smallest and least expensive beverages
The Consumer Decision-Making Process
When a consumer is making a decision about a specific purchase, these are five steps which you would expect them to move through:
Evaluate Alternatives
Purchase
Post-Purchase Evaluation
During this post-purchase evaluation, consumers will determine whether the need or want was as important as they originally believed
Which step in the decision-making process occurs after the consumer has made the purchase
What usually happens at the information search stage of the consumer decision-making process
What two factors can influence how and how quickly a consumer makes a decision
Will a consumer go through every stage of the consumer decision-making process every time they want to make a purchase? Give reasons for your answer
Why doesn't the student already have a routine way of making a decision in this situation
MARKETING SCENARIO Making the right decision
What will happen after the student starts taking lessons
Where can the student find information about alternatives and how will he evaluate them
What is motivating the student to learn to play a musical instrument
Why are marketers concerned with consumers' post-purchase evaluation of the products they purchase
What type of buying motives are based on feelings
What are the three categories of buying motives that drive consumers to purchase products or services or respond to ideas
Connect to the Real World You work in a marketing research team
What is the consumer decision-making process
Make Academic Connections Psychology
