... and Hunsaker, P.L (2003), consumer market refers to the purchase of goods and services purely for personal consumption. Consumer market and consumer buying behaviour must be studies and understood before an appropriate marketing plan can be developed. In general, organisations and companies need to know and understand the behaviour not only for their own customers but also for all consumers. Multiple roles of Consumers As users of a product, consumers are concerned with product features, thus users define what is needed from a product. Payers are consumers who pay for the product and are primarily concerned with its price and other financial considerations (reasonable life cycle of the product, cost of maintenance, cost of consumables, etc). Buyers focus on the logistics of the products (online, by phone, mail or retail center).In a particular purchase situation, the roles may be filled by a signal individual or by multiple people, for example, a parent may decide on the type of baby food that they wish to purchase but their partner may also beinvolved in the decision making or transaction, while the baby is the ultimate user of the food. The stages of consumer buying process The consumer buying process: Irrespective of the particular role, consumers constantly face a number of choices: -Whether to purchase -What to purchase. -Where to purchase. -From which supplier or retailer. -How to pay for the purchase. Boddy (2008) indicated that marketers need to have a sound...
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...CHAPTER 1 The importance of understanding consumer behaviour CHAPTER CONTENTS Introduction Defining Consumer Behaviour Consumer Behaviour in Context Consumer Behaviour and the Marketing Mix Consumers and Relationship Marketing Consumers and Marketing Planning Antecedents of Consumer Behaviour Neuroscience Psychology Sociology Summary Key points Review questions Case study revisited: Pizza Case study: Center Parcs Further reading References LEARNING OBJECTIVES After reading this chapter you should be able to: Explain how the study of consumer behaviour has evolved. Show how consumer behaviour relates to marketing decision-making. Explain why relationships are harder to establish in business-to-consumer situations than in business-to-business situations. Describe the scope and nature of psychology and sociology. Describe the scope and nature of anthropology. Describe the relationship of economics with the study of consumer behaviour. Explain the role of exchange in improving people’s welfare. Explain how the terms ‘luxury’ and ‘necessity’ relate to consumer behaviour. Introduction Customer Someone who makes the decision to buy a product 01-Blythe-Ch-01-Part-1.indd 3 Every day we buy things. We exchange our money for goods and services, for our own use and for the use of our families: we choose things we think will meet our needs on a day-to-day basis, and we occasionally make buying decisions which will affect our lives for years...
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...businesses”. _Philip Kotler “Marketing is to satisfy needs at profit”. _Philip Kotler “Marketing contributes to achieving objectives of organizations whilst creating, reveling and promoting value for customers”. _Levy Lindon “Marketing is the process by which companies create value for costumers and build strong customers relationships is order to capture value from customers in return”. _Kutler * The VMOST theory Vision (valide au moins 5 ans) Mission (valide de 3 à 5 ans: “qu’est-ce que je suis en train de faire mnt pour que dans 5 ans…”) Objective (court-terme : 1 an ; long-terme : 3 à 5 ans) Strategy (comment je vais réaliser mes objectifs) Tactics (action plan (très court terme)) * Les objectifs doivent être SMART : Specific Measurable Achievable Realistic Time * After company’s VMOST: Marketing’s role & activities Questions: -Which customer will be served? (Segmentation and targeting) -How will we create value for them? (Differentiation and positioning) - Why do you do what; how and what exactly do we do? Marketing approach takes 3 phases: -1. Market research (SWOT…) -2. Strategic marketing (How) -3. Operational marketing (tactics) decisions executions * Marketing process a simple model * Evolution du marketing Après la seconde guerre mondiale il y a eu les 30 glorieuses, et une consommation de masse. 1)-« Mass Marketing » -Vente par correspondance -Médias de masse 2)- « Segment Marketing » Segmentation...
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...Customer Lifetime Value-companies are realizing that losing a customer means losing more than a single sale. It means losing the entire stream of purchases that the customer would make over a lifetime of patronage. Customer Perceived Value-the customer’s evaluation of the difference between all the benefits and all the costs of a market offering relative to those of competing offers. Customer Relationship Management-is the overall process of building and maintain profitable customer relationships by delivering superior customer value and satisfaction. Customer Satisfaction-depends on the product’s perceived performance relative to a buyer’s expectations. Demands-human wants that are backed by buying power Exchange-is the act of obtaining a desired object from someone by offering something in return Internet-a vast public web of computer networks that connect users of all types all around the world to each other and to an amazingly large “information repository’ Market-is the set of actual and potential buyers of a product Marketing-the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return Marketing Concept-holds that achieving organizational goals depends on knowing the needs and wants of target markets and building profitable relationships with them Marketing Myopia-many sellers make the mistake of paying more attention to the specific products they offer than to the benefits and...
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...Operational Level Paper E1 ENTERPRISE OPERATIONS (REVISION SUMMARIES) Chapter 1 2 3 4 5 6 7 8 9 10 11 12 Topic Organisations Corporate Responsibility and Ethics The International Economy Information Systems Managing Information Systems Operations Management Quality Management Marketing Buyer Behaviour Human Resource Management Management Theory and Motivation The Legal Environment Page Number 3 13 17 27 35 45 55 61 73 79 93 101 E1 revision summaries 1 E1 revision summaries 2 Chapter 1 Organisations E1 revision summaries 3 Key summary of chapter Private sector organisations Sub-sectors of the economy not directly controlled by the government or state private business and households. Examples • • • • Private businesses e.g. self employed sole traders or partnerships. Companies (corporations) e.g. separate legal identity with limited liability for shareholders (owners). Private banks and building societies. Non-governmental organisations e.g. trade unions, charities, clubs etc. e.g. Public organisations Sub-sectors of an economy, or organisations, owned and directly controlled by the state or government. Examples • • • Local authorities. State owned industries e.g. the UK post office. Public corporations e.g. the British Broadcasting Company (BBC). Characteristics of public organisations • • • • Ultimately accountable to government. Goals and guidelines determined by government. Not-for-profit motive (NPO). Funded by the general public...
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...DOAN NGOC HA DEMAND CREATION OF ONLINE SERVICES FOR B2B AND CONSUMER MARKET – FOOD DELIVERY IN VIETNAM Master of Science Thesis Prof. Olavi Uusitalo has been appointed as the examiner at the Council Meeting of the Faculty of Business and Technology Management on January 9th, 2013. ABSTRACT TAMPERE UNIVERSITY OF TECHNOLOGY Master’s Degree Programme in Business and Technology Management DOAN NGOC, HA: Demand creation of online services for B2B and consumer market – Food delivery in Vietnam Master of Science Thesis, 75 pages, 4 appendices (4 pages) January 2013 Major: Industrial management Examiner(s): Professor Olavi Uusitalo Keywords: online service, customer demand, B2B and consumer market, online marketing, food delivery The evolution of the Internet and the dynamic of the economy nowadays have created opportunities for young companies to enter the online market. The source of these opportunities comes from the changes of customer behavior as they get used to the digital world. New Internet-based products and services are created to offer more and more benefits to customers. Interestingly, the dynamic of the market does not only come from the changes of customer behavior but also from the fast development of technology and innovative ideas. Successful products and services even shape the behavior of customer in using Internet. It can listed here the famous examples of Amazon in changing online purchasing behavior of customer or Facebook in changing the way people communicate...
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... | | | | | | | | | |The cultural and social influences on the buying behaviour process: the Pirelli RE case study | | | | | |IM44 | |Marketing Research Project, Fall semester of 2009...
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...INTERNET SHOPPING AND ITS IMPACT ON CONSUMER BEHAVIOUR MSc INTERNATIONAL BUSINESS By Fayu Zheng 2006 -1- ACKNOWLEDGEMENTS This research is the final dissertation for MSc International Business at the University of Nottingham, during the summer term of 2006. Firstly, I would like to thank Vicky Story for her invaluable support, guidance and availability throughout the course of this project. In addition, I would like to thank all the participants for sparing the time to take part in the questionnaire. Finally, I would like to express my love and appreciation to my parents, Juxiu Zheng and Yangfang Wang, and also my fiancée Wei Jiang for their supports in the past few years. -2- ABSTRACT The main goal of the paper is to obtain quantitative evidence describing the actuality of internet shopping in the case of the UK and China in order to explain the development of internet shopping and its impact on consumer behaviour. The paper builds on the relevant literature and at the same time examines consumer behaviour by questionnaires. Furthermore, the future development of internet shopping will be measured, and a deep comparison of consumer behaviour between these two countries is also analysed. To reach those objectives a co-integration analysis and quantitative research methods are used to identify all aspect of the internet shopping and impact on consumer behaviour. The data results obtained revealed in the paper support the research questions...
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...1 What is Management? – The Management Process Today Management is the planning, organizing, leading and controlling of human and other resources to achieve organizational goals efficiently and effectively Achieving high performance: a manger’s goal Organizational performance is a measure of how efficiently and effectively managers use resources to satisfy customers and achieve organizational goals. Efficiency is a measure of how well or how productively resources are used to achieve goals; o Organizations are efficient when the amount of input resources or the amount of time needed to produce a given output of goods or services is minimized Effectiveness is a measure of the appropriateness of the goals that managers have selected for the organization to pursue and of the degree to which the organization achieves its goals o Organizations are effective when appropriate goals are chosen and achieved High effectiveness Low efficiency A product that the customer want, but that is too expensive for them to buy A low-quality product that customers do not want High efficiency A product that customers want at a quality and price that they can afford A high-quality product that customers do not want - Low effectiveness Managerial Functions … are planning, organizing, leading and controlling → how well managers perform these functions determines how efficient and effective their organizations are Planning … is a process that managers use to identify and select appropriate...
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...MARKETING 7E People real Choices This page intentionally left blank MARKETING 7E People real Choices Michael R. SAINT JOSEPH S SOLOMON ’ U OLLINS NIVERSITY Greg W. MARSHALL R C OLLEGE Elnora W. THE UNIVERSITY OF SOUTH CAROLINA UPSTATE STUART Prentice Hall Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Editorial Director: Sally Yagan Editor in Chief: Eric Svendsen Acquisitions Editor: Melissa Sabella Director of Editorial Services: Ashley Santora Editorial Project Manager: Kierra Bloom Editorial Assistant: Elisabeth Scarpa Director of Marketing: Patrice Lumumba Jones Senior Marketing Manager: Anne Fahlgren Marketing Assistant: Melinda Jensen Senior Managing Editor: Judy Leale Project Manager: Becca Richter Senior Operations Supervisor: Arnold Vila Creative Director: Jon Christiana Senior Art Director: Blair Brown Text and Cover Designer: Blair Brown Media Project Manager, Production: Lisa Rinaldi Media Project Manager, Editorial: Denise Vaughn Full-Service Project Management: S4Carlisle Publishing Services Composition: S4Carlisle Publishing Services Printer/Bindery: Courier/Kendalville Cover Printer: Courier/Kendalville Text Font: Palatino Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on appropriate page within text. Microsoft®...
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...E-marketers. If E-marketers know the factors affecting online New Zealand buyers’ behaviour, and the relationships between these factors and the type of online buyers, then they can further develop their marketing strategies to convert potential customers into active ones, while retaining existent online customers. This paper is part of larger study, and focuses on factors which online New Zealand buyers keep in mind while shopping online. It also investigates how different types of online buyers perceive websites differently. This research found that website design, website reliability/fulfilment, website customer service and website security/privacy are the four dominant factors which influence consumer perceptions of online purchasing. The four types of online New Zealand buyers; i.e., trial, occasional, frequent and regular online buyers; perceived the four website factors differently. These buyers have different evaluations of website design and website reliability/fulfilment but similar evaluations of website security/privacy issues, which implies that security/privacy issues are important to most online buyers. The significant discrepancy in how online purchasers perceived website design and website reliability accounts for the difference in online purchase frequencies. Key words: Internet, website, online New Zealand buyers, shopping behaviour. 1. Introduction It has been more than a decade since business-to-consumer E-commerce first evolved. Scholars and...
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...A Report on Customer Attitude Towards M‐Commerce in B2B Submitted to Ms. Priya S Senior HR Mydeals247 At Mydeals247 Bangalore, Karnataka Prepared by Anumeha PGDM 2014‐16 IIM Rohtak Acknowledgement I would like to express my heartfelt gratitude to all the employees of Mydeals247, who constantly made me feel at home, even though my training span was for only two months. I would also like to profusely thank all the members of the Business Develpoment Team for being kind enough to answer my queries whenever I approached them. I would like to specially extend my thankfulness to Mr. Venu G. Somineni for motivating us constantly during these two mots of internship. I would like to thank Mr. Panchseheel and Mr. Rafique for taking pains in helping me grasp the existing work processes and at the same time making the environment cheerful to learn in. I would also like to particularly mention Mr. Aneef and Ms. Anjali for being kind enough to always offer a helping hand and a cheerful smile. Last, but far from least, I would like to profusely thank Ms. Priya S, for offering his constant guidance and motivation which helped me complete this internship programme with a gain in knowledge and experience and in a timely manner. Contents E‐ Commerce Industry in India Trends in B2B eCommerce Concerned Challenges Company Profile ...
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...MARKETING 7E People real Choices This page intentionally left blank MARKETING 7E People real Choices Michael R. SAINT JOSEPH S SOLOMON ’ U OLLINS NIVERSITY Greg W. MARSHALL R C OLLEGE Elnora W. THE UNIVERSITY OF SOUTH CAROLINA UPSTATE STUART Prentice Hall Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Editorial Director: Sally Yagan Editor in Chief: Eric Svendsen Acquisitions Editor: Melissa Sabella Director of Editorial Services: Ashley Santora Editorial Project Manager: Kierra Bloom Editorial Assistant: Elisabeth Scarpa Director of Marketing: Patrice Lumumba Jones Senior Marketing Manager: Anne Fahlgren Marketing Assistant: Melinda Jensen Senior Managing Editor: Judy Leale Project Manager: Becca Richter Senior Operations Supervisor: Arnold Vila Creative Director: Jon Christiana Senior Art Director: Blair Brown Text and Cover Designer: Blair Brown Media Project Manager, Production: Lisa Rinaldi Media Project Manager, Editorial: Denise Vaughn Full-Service Project Management: S4Carlisle Publishing Services Composition: S4Carlisle Publishing Services Printer/Bindery: Courier/Kendalville Cover Printer: Courier/Kendalville Text Font: Palatino Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on appropriate page within text. Microsoft®...
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...Delivering Happiness at Zappos.com | Supply Chain Management | Submitted To : Raghuram Jayaraman Submitted By: Kiran Khokhar Divya Jain | Table of Contents S.No. | Content | Page No. | 1. | Agile Supply Chain and its Process | 3 | 2. | E-Business | 10 | 3. | Case Study – Zappos.Com | 13 | 4. | Flow Chart | 17 | 5. | Conclusion | 20 | 6. | References | 23 | Agile Supply Chain in the Fashion Industry Keywords: supply chain, e-business, fashion, agility, global sourcing, flexibility, dynamic, predictability, product life cycle. Abstract Fashion markets are synonymous with rapid change and, as a result, commercial success or failure in those markets is largely determined by the organisation’s flexibility and responsiveness. Responsiveness is characterised by short time-to-market, the ability to scale up (or down) quickly and the rapid incorporation of consumer preferences into the design process. In today’s scenario, the conventional organisational structures and forecast-driven supply chains are not adequate to meet the challenges of volatile and turbulent demand which typify fashion markets today. Instead, the requirement is for the creation of an agile organisation embedded within an agile supply chain. The Nature of Fashion Markets Fashion is a broad term which typically encompasses any product or market where there is an element...
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...Indian Players in Online Grocery Shopping Company Introduction Hypothesis Research Objectives Scope of the research Limitations Research Design and Methodology Sample Design Sampling Technique Data Collection Tool Used Questionnaire Data Analysis Page No. 03 05 10 12 14 18 20 26 27 30 30 30 31 31 31 32 33 36 55 57 58 60 7.1 7.2 8.1 9.1 Observations Recommendations Conclusion Biography Page 2 CHAPTER 1 Page 3 1.1 Executive Summary Internet and Information technology have made tremendous contributions for business transformation witnessed nowadays all over the world. This has given birth to E commerce which encompasses several pre purchase and post purchase activities leading to exchange of products or service or information over electronic systems such as the internet and the other Telecommunication networks. Analysing the competitive advantage of E-Commerce it is observed that E-Commerce enables simpler, faster and efficient business transactions. For developing country like India, E-Commerce offer considerable opportunity for growth. E-commerce leads to a boon for the current economic downturn. As India’s e-commerce market is worth about Rs 50,000 crores in 2011. About 80% of this is travel related (airline tickets,...
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