What is the marketing mindset? How is a marketing concept different from a product or selling concept? Describe the steps in the buyer decision process. Would you say you engaged in these steps when choosing your education? The marketing mindset means that the organizations concentrates on satisfying the needs of it’s customers. It is the orientation to consumer needs and organizational integration of all activities to meet those needs. The strategy says, that the company should start a dialogue with it’s costumer and segment the market by their audience’s needs, desires, demographic indicators etc. nd then analyse each segment separately. The segments behaviour should be analysed and monitored continuously. This will tell the company, what the client wants or needs so the company could design its’ product or action based on the peoples’ interests. It can also tell, what are the communication channels or means to what the audience responds most well. It helps to design the way and method, what the organization addresses its’ audience, which in conclusion helps the company to spread its’ message more efficiently.
This means, that the clients tell the organization what they want and how they want, instead of the organization telling them, what the company wants them to want. The selling concept’s objective is to increase profits by increasing sales volume or appealing to the mass or quantities instead of quality. The aim is to provide a comprehensive range of goods or services, using advertising and promotion of art, regardless of actual consumer needs in the post-purchase discontent or actual behavioural changes in the audience.
The Essay on The Marketing Concept
The “marketing concept” is the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs, better than the competition. Today most firms have adopted the marketing concept, but this has not always been the case. Apple Company has applied marketing concept into their business. As we know, the marketing concept means determining the ...
The product concept sets the product on pedestal instead of costumer behaviour. The organization takes care of continuous product improvement, but does not pay much attention to marketing. This means, that the organization is telling the consumer what it wants. The buyers decision process steps begins with need recognition, which means that the person starts thinking about what it wants and is able to distinguish it from other needs. Then next step is information search, which means that a person starts gathering information about that certain need.
The person seeks for different alternatives and options regarding that need, to help her make a decision in the end. The next step is evaluation of alternatives, that means the person looks at the pros and cons of each alternative and compares each of them to the persons personal interest. The next step is purchase decision when the person decides to go with one option based on the gathered information and its suitability for her. The last stage is post-purchase behaviour, which tells the organization (which was connected to the purchase) how satisfied the costumer was with its desicion.
In my case, the need to go to university came up when I was in 10th grade (but parental pressure started at kindergarten).
In the first phase I also recognized that I wanted to study public relations. Then in the second phase I gathered information where in Estonia I could do that and it was very quickly clear, that I can only do it at Tartu University. In my case the evaluation of alternatives and purchase decision steps were quite short because I didn’t have any considerable alternatives. The post-purchase behaviour is still an on going process.
In conclusion I would say I recognise all the steps in my past behaviour, but not all of them were as long as some were. Identify 4 of the P’s from the Marketing mix and briefly explain what they refer to. Describe the 4P’s for this course and for your university education. As the customer, are you happy with them? How could they be improved? The 4 P’s are product, price, place and promotion. Product is the actual thing, that the organization is selling or exchanging. Price is the sum of money or value to the purchaser. Place is the location where the audience can buy or access the product.
The Term Paper on Consumer Behaviour Marketing Product Person
1. Introduction Consumers make many buying decisions every day. Most large companies research consumer buying decisions in depth to answer questions about what, where, when, why, how, and how much consumers buy. Marketers can study actual consumer purchases to find out what they buy, where and how much.But learning about the whys of consumer buying behaviour is not so easy; the answers are often ...
Promotion is the methods and strategies of communication, which the organization does to get to their audience. The place for this course is Lossi 36 and for Tartu University it is Tartu city, with branches in Tallinn, Parnu, Narva and Viljandi. The price for this course may be time that I spend in class and the bus or taxi money it takes me to get to school. Also for students who pay fees by EAP they have collect, the price is equal to the price of 6 EAP-s. The price for the university are the semester fees for students who aren’t studying on a state-funded place.
Also here may be included the living expenses to both students who are studying on a state-funded and non-state-funded place. The products for this course are the 6 EAP-s we get and the knowledges we acquire. For the university the product is the university degree and also the knowledges we get. The promotion for this course could be considered the information we got from the study information system. For the university it were information pamphlets that were handed out at high schools, information seminars where lecturers talked about studying at Tartu University.
And also billboard posters and TV commercials that invited students to start their studies at Tartu. As a customer I am satisfied with all the marketing mix factors for both the university and this course. I think the best way to improve these are by talking to students and faculty. That way the school could get input and constructive criticism. But the only thing I would recommend to improve is this course’s promotion. I had to search for information myself which means there wasn’t any particular promotion letting students know that they can take and that this course even exists.
