This website uses cookies to ensure you have the best experience. Learn more

Marketing Management Essay

4264 words - 18 pages

Marketing Management
1.0 Executive Summary
The main objectives of this study was to choose one determinant that have influence on consumer behavior. There are three sub sections of this study based on the main objectives. First is to discuss the origin and how the determinants influences the consumer. Second is the usefulness of the determinants for marketer in explaining consumer behavior. Third, the specific product that suited the determinant chosen. Next sections will explain in details work undertaken in completing each sections
1.3 Suitable product for the factors
Last topic of this study is too choose suitable product based on the factors. In order to decide the product, I will ...view middle of the document...

Focus of this sections will be on new knowledge and informations learned while identifying key issues.
1.7 Secure positions of competitive positioning
Competitive positioning is about how a marketer positions their product in the market by creating values or recognition. There are four criteria that need to be considered in competitive positioning: Market profile, market segments, competitive analysis and method for delivering values (Ansari, 1994). Market profile is the characteristic of the market, such as the size, competitors and stage. Next is market segments, which is the profile or categorizations of the consumers. Third criteria is competitive analysis of the product and services, for examples in form of SWOT analysis. Lastly is the method to distribute the values to the consumer, or in other words method to deliver the strategies.

2.0 Research and Resources
The main subject of this topic is to choose one determinant of consumer buyer behavior, this can either be an internal or external variable which influences consumer buyer decision making. Hence, the first topic that will be covered is to identify determinant of consumer behavior.
2.1 Consumer Behavior
First of all, it is better to understand the term “consumer behavior” before going in-depth of its determinant. One of definitions of consumer behavior is “the reasons and logic that underline purchasing decisions and consumption patterns, it explains the processes through which buyers make decisions” (Sahney, n.d). Another definitions is “the mental, emotional and physical activities that people engage in when selecting, purchasing, using and disposing of products and services so as to satisfy needs and desires” (Priest et al, 2013). Based on both definitions, consumer behavior is basically the “behavior of consumer when they decide to buy a product or services.”
2.2 Determinant of Consumer behavior
Consumer behavior can be classified into several categories. Four determinants disciplines were identified for this topic, economic, sociological, behavior and psychological (Ushadevi, 2013). Each disciplines have its own factors that can influence consumer behavior. For examples, economic theory covers income factors, while sociological covers elements such as family and culture. On the other hands, behavior fields includes personal criteria such as age, lifestyles, and personality. Psychological disciplines entail factors such as motivations, perceptions and beliefs
For this study, I have choose lifestyle as determinant factors for consumer behavior when making decisions. Next sections will explains the origin of the determinant theory and how it influence consumer behavior. In additions, lifestyle factors will be the main theory used to answer all other questions in this study.
2.3 Lifestyle factors: Personal and behavior determinants
Lifestyles factors fall under personal and behavior disciplines. Basically, this disciplines is about the consumer characteristic. For...

Other Essays Like Marketing Management

Marketing Management - Resort Essay

1584 words - 7 pages information as well. The latter is to gather data on the effectiveness of the respective marketing strategies. In the growth stage, the product is well recognized. My main objective then is to focus on Customer Relationship Management (CRM) to build brand loyalty. The momentum in terms of the promotion and advertisement will be at its peak having established in the introduction stage most of the promotions and advertisement strategies. In this

Marketing Management Kraft Case Essay

3799 words - 16 pages French print ad, TV sponsorship, Direct Marketing, Consumer show (10x20 booth by itself) & merchandising. See Exhibit 6, 7 & 8 Contingency Plan If management does not agree with this plan, we will wait to launch and observe U.S. results. If this plan fails, we will focus more on promotions, specifically television sponsorships, direct marketing, and merchandising. We choose these three channels of because they are the cheapest strategies

Global Marketing Management

727 words - 3 pages Global Marketing Management 1 Global Market Entry Strategies 2 Overview          Target Market Selection Choosing the Mode of Entry Exporting Licensing Franchising Contract Manufacturing Joint Ventures Wholly Owned Subsidiaries Strategic Alliances 3 1. Target Market Selection   A crucial step in developing a global expansion strategy is the selection of potential target markets. A four-step procedure for

Management of Marketing Activities

588 words - 3 pages Management of Marketing Activities Assignment No.1 February 11, 2013 Analytics in any business is very important because it allows the company to discover and actively communicate the patterns in data. This in turn explains where the company stands in its current position and where it needs to go based on improvement in certain areas. This is important due to the high levels of competition from other companies that are providing similar

The Future of Marketing Management

2467 words - 10 pages Mart 302 Essay The Future of Marketing Management Name: Ge Wenbo ID: 7241137 Tutor: Ming Wong Tutorial time: Friday 2 pm Introduction “The organizational environment has two components: general environment (comprising economic, technological, regulatory, and socio-cultural sectors) and market environment (comprising customer and competitor sectors) (Fahey and Narayanan 1986).Most organizations are susceptible to volatility in

Strategic Relevance of Pricing to Marketing Management

3441 words - 14 pages pricing objectives. RECOMMENDATIONS Each of the above pricing strategies will be more or less appropriate for a company product depending on company’s objectives, environmental conditions and company type. The successes of any of the pricing strategies depend on implementations. REFERENCES Ade Oyedijo, O.J.KOgundele, Adekunle A.I, Adekunle A.A (2010) Strategic Marketing Management. Lagos: Molofin Nominees. Josh A. (2009) Pricing

Marketing Management

910 words - 4 pages VIT UNIVERSITY M.S(SE) ETHICS AND VALUES ASSIGNMENT – 1 SOCIAL LEADERS (SAROJINI NAIDU) BY ANGELIN.R 10MSE0067 Introduction : Sarojini Naidu,also known by the sobriquet The Nightingale of India (Bharatiya Kokila), was a child prodigy, Indian independence activist and poet. Naidu was the second Indian woman to become the President of the Indian

Marketing Management

825 words - 4 pages 4/5/2011 Advantages/Disadvantages intro advantages/disadvantages solutions conclusion quiz references contact Advantages/Disadvantages Advantages Convenient Convenience includes the overall ease of finding a product, time spent on shopping, minimization of overall shoppoing effort (Schaupp & Belanger, 2005). Online shopping allows consumers to shop at the convenience of their own home, and to save traveling time to

Marketing Management

1649 words - 7 pages capitalists can provide large sums of equity finance to the business. Also, it may bring a wealth of expertise to the business. For instance, the venture capitalists may provide the company with management expertise. They may also provide companies with ongoing strategic, operational and financial advice. Besides that, Joe can also obtain the fund by issuing the stocks of his firm to acquire another taxi business. I recommend this source of fund

Marketing Management - 2058 words

2058 words - 9 pages marketing expenses in both Ireland and the UK by up to 10 per cent in 2001 and the number of global Guinness agencies from six to two. Nevertheless, Guinness remained one of the most advertised brands in Ireland. It was the leading cinema advertiser and, in terms of outdoor advertising, was second only to the national telecoms provider; Eircom.7 Guinness was also heavily promoted at leading sporting and music events, in particular those that

Strategic Marketing Management

2244 words - 9 pages Competition and Consumer Act 2010 which would make them legally liable for a given breach. It also helps them to mitigate a situation where they have breached the Act. The program will implement conformity within the business and assistance them to become or remain a good corporate citizen. iii) A company that incorporates a Legal compliance program is DeLonghi it protects its marketing activities because De Longhi's commitment to compliance is

Related Papers

Marketing Management Essay 3322 Words

3322 words - 14 pages new management, and (5) the important "take-aways" from the experience relative to marketing planning and program implementation. Performance evaluation 1) Marketing paper possible points- 20 points. 2) Presentation possible points- 15 points. The case assignments in the course require that you (a) analyze the issues in the cases assigned, (b) make recommendations about what should be done, and (c) develop a plan for how

Marketing Management Essay 4262 Words

4262 words - 18 pages Examination Paper of Marketing Management IIBM Institute of Business Management Examination Paper Subject Code- B104 Marketing Management MM.100 Section A: Objective Type & Short Questions (30 marks)      This section consists of multiple choices & short answer type questions.  Answer all the questions.  Part One carries I mark each & Part II carries 5 marks each. Part One Multiple Choices: 1. It is a concept where goods are

Marketing Management Essay 5039 Words

5039 words - 21 pages KAZIAN GLOBAL SCHOOL OF BUSINESS MANAGEMENT MARKS: 80 COURSE: EMBA Sem- I SUBJECT: Marketing Management N.B: 1} Attempt all questions Name: Kumaran Abheesh Reference Number: KM-00613-31270 ____________________________________________________________________________________ Case 1 Marks-16 1997 saw the US$19 billion merger of Guinness and Grand Met to form Diageo, the world’s largest drinks company. Guinness was the group’s top- selling

Marketing Management Orientations Essay

920 words - 4 pages differences, local business traditions and practices and a dilatory approach to marketing education. Point 5 - Organizational and managerial characteristics of marketorientated companies Here the dilemma of satisfying customer needs and the organizations need should be explored. Research has identifies two types of organizations and market orientation: A-type and B-type. It must also be recognised that the management of a company play a critical role in