The Consumer Decision making Process - 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
The Consumer DecisionMaking Process
MARKETING MATTERS Making purchase decisions is a complicated process
What factors do you think influence you when you are making purchasing decisions? Can you identify any specific effects of these factors in terms of which products or services you purchase
Make a list or create a mind-map showing all the different types of characteristics an individual has that will influence their purchasing decisions
Influences on Buying Decisions
Individual Characteristics
Personality
Personalities influence buying decisions because everyone has individual preferences based on their attitude, self-concept, and lifestyle choices
How do you express your personality in the products and services that you choose
Gender
Cultural and Social Environment
Age
such as a school for example, there are groups and organizations that people live and interact with on a regular basis
What reference groups do you think that you have? How do these reference groups influence your purchasing decisions? Can you give any specific examples?
Do you think your culture or your social environment has a greater influence on your purchasing decisions? Give reasons for your answer
How does knowing the factors that influence a consumer's purchasing decisions help a business to develop the marketing concept
Types of Decision making
Routine Decision Making
Limited Decision Making
How many different options do you usually compare when you want to buy a new item of clothing at a store
Extensive Decision Making
The Marketer's Role in Decision Making
services to consumer needs and expectations
MARKETING SCENARIO Reacting to knowledge about customers at the cosmetics store
Which items in the store do the staff believe that customers will use an extensive decision-making process for? How do you know you know this
Which items in the store do the staff believe that customers will use a limited decision-making process for? How do you know this
Which items in the store do the staff believe that customers will use a routine decision-making process for? How do you know this
Which items in the store do the staff believe that customers will use a routine decision-making process for? How do you know this
Math in Marketing Breakeven Point
What would be the breakeven point if the store installs a second 6,700 SAR display unit for a different brand of jeans that sell for 200 SAR with a variable cost of 33 SAR each
At the same clothing store, a display unit for jeans costs 6,700 SAR. If the jeans sell for 170 SAR with a variable cost of 33 SAR, what is the breakeven point for the display
In what situations would extensive decision making occur among business consumers
Limited decision making usually occurs when consumers purchase what types of products
What do companies need or not need to do if they are selling products that consumers use routine decision making to purchase
With what kind of decision making do marketers have the best opportunity to explain the benefits of their products and services and how they can satisfy consumer needs
What kind of decision making do consumers use when they are familiar with the products available, often choose the same brand, or can make an easy substitution if the usual choice is not avai
Define the term reference group
What term is used to describe a frame of mind developed from a person's values, beliefs, and feelings
Name the factors that make up a person's personal identity
Make Academic Connections Sociology
Connect to the Real World A cosmetics manufacturer is introducing a new moderately priced moisturizing cream targeted at females between the ages of 12 and 15
