Unit 8 - Positioning, Buying Behaviors, Product Development Flashcards
Positioning and Differentiation
- Understanding customer’s view
- Evaluating segment preferences
- Positioning techniques
- Differentiating the marketing mix
Customer Perception
Customer perceived benefit - Customer perceived cost
Intangible Customer Values
Time, convenience, benevolence
Positioning
How customers think about proposed or present brands in a market; the image your product/service has in the minds of your target customers
Positioning Statement
Provides marketing managers with a strategic direction
Positioning Studies
Identify important attributes of the product offerings in a market
Differentiation
Utilitizing the marketing mix in a distinct way such that customers see it as different from the competition
Examples of Differentiation Strategies
- Owning a product attribute in the mind of the customer
- Being perceived as an innovator
- Effectively maximizing user experience
- Being the first to enter a market
- Having the lowest price
Customers are…
the focal point for all things marketing related
Adoption Process
- Awareness
- Interest
- Evaluation
- Trial
- Decision
- Confirmation
(Dissonance (second guessing) may set in after the decision)
Routinzed Response Behavior
- Low Involvement
- Frequently purchased
- Inexpensive
- Little Risk
- Little information needed
Extensive Problem Solving
- High Involvement
- Infrequently purchased
- Expensive
- High Risk
- Much information needed
Learning
Change in a person’s thought processes caused by prior experience
Learning Process Steps
- Drive
- Cues
- Response
Drive
Unsatisfied need exists
Cues
Stimuli that trigger a drive or response
Response
An effort to satisfy a drive
Reinforcement
Occurs when the response is followed with satisfaction
Economic Needs
Needs that are concerned with the consumer making the best use of his or her time and (Logical Component)
Examples of Economic Needs
- Economy of purchase
- Convenience
- Efficiency in use
- Dependability
Pyschological Variables
Things that are going on in the mind of the consumer that affect purchase behavior
Examples of Psychological Variables
- Motivation
- Perception
- Learning
- Attitude
- Trust
- Lifestyle
Social Influences
Associations that the buyer might have with other people
Examples of Social influence
- Family
- Social Class
- Reference Groups
- Culture
- Ethnic Groups
Purchase Situation
- Reason for purchase
- Time pressure
- Surroundings
Economic Needs help marketers to understand the:
- Who
- What
- When
- Where
of consumer buying behavior
Economic view is…
useful, but too simplistic
Needs
basic forces that motivate consumers to do something
Wants
Learned needs
Drive
Strong Internal stimulus that encourages action to reduce a need
Personal Needs
- Self-esteem
- Accomplishment
- Fun
- Freedom
- Relaxation
Social Needs
- Love
- Friendship
- Status
- Esteem
- Acceptance by others
Safety Needs
- Protection
- Physical well-being
Physiological Needs
- Food
- Drink
- Rest
- Sex
Perception
How people gather and interpret information from the world around them
Selective Exposure
Notice messages that interest us
Selective Retention
Remember messages that are consistent with beliefs and attitudes, but do not remember those that conflict
Selective Perception
Let in messages that are consistent with beliefs, attitudes, and filter out those that conflict
Green attitudes
Enviroment-related
Reference Groups
People consumers look at when forming an attitude about a particular topic
Opinion Leaders
People who influence others
Culture
Another social influence
Categories of BtoB
- Produces
- Intermediaries
- Government Units
- Nonprofits
Buyers
Purchasing managers
Gatekeepers
Control flow of information
