Marketing Concept Essay

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17/10/2011 Part B : SEGMENTATION, TARGETING AND POSITIONING Chapter 4 The marketing environment Chapter 5 Customers-Buyers-Clients and Consumers Market segmentation and positioning 1 Chapter 6 Aug, 2011 Customers-BuyersChapter 5 Customers-Buyers-Clients and Consumers Consumer buying behavior Models of buying behavior Customers- Buyers CustomersClients - Consumers Organization buying behavior Influences on buying behavior Social factors Personal factors Aug, 2011 2 Psychology factors 1 17/10/2011 CustomersCustomers- Buyers - Clients - Consumers Definition What’s difference between customers & clients Aug, 2011 3 CustomersCustomers- Buyers - Clients - Consumers Customer’s study Actually, this theory are answers of : Aug, 2011 4 2 17/10/2011 Customers- Buyers - Clients – Consumers (ctn.) CustomersNeeds and Wants Needs = basic forces Needs We need food Wants = learned needs Wants She may want a “Pho” Efforts to get people to act against their wants will fail. Drives = Internal force to Drives satisfy a need I‘m thirsty and I want a Pepsi ? I’m hungry and I want a KFC-chicken wing ? KFCConsumers seek benefits to match needs and wants! But, they are constrained by income. Aug, 2011 5 Customers- Buyers - Clients – Consumers (ctn.) CustomersNeeds and Wants Needs Wants Drives Consumers seek benefits to match needs and wants! Aug, 2011 6 3 17/10/2011 Chapter 5 Customers-Buyers-Clients and Consumers Customers-BuyersConsumer buying behavior Models of buying behavior Customers- Buyers CustomersClients - Consumers Organization buying behavior Influences on buying behavior Social factors Personal factors Aug, 2011 7 Psychology factors How’s View of Consumer Behavior ? Aug, 2011 8 4 17/10/2011 Customer behavior Consumer behavior as

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