TAILIEUCHUNG - Principles of marketing: Chapter 4 - Buyer behavior analysis

Principles of marketing: Chapter 4 - Buyer behavior analysis includes Reason to analyze buyer behavior? Cultural Factors, Personal/Demographic Factors, Stages in the Family Life Cycle. | TS Nguy n Minh Đ c PRINCIPLES OF MARKETING Chapter 4. BUYER BEHAVIOR ANALYSIS Dr. NGUY N MINH Đ C NONG LAM UNIVERSITY HCM CITY 1 Nguy n Minh Đ c 2009 The most important thing is to forecast where customers are moving, and be in front of them. 2 Lưu ý: Ch s d ng n i b cho sinh viên KTS, ðH Nông Lâm TPHCM, nghiêm c m sao chép, upload, ph bi n t t c các hình th c Nguy n Minh Đ c 2009 1 TS Nguy n Minh Đ c BUYER BEHAVIOR ANALYSIS § How do the buyers’ characteristics – cultural, social, personal, and psychological – influence buying behavior? § How does the buyer make purchasing decisions? § How individuals, groups, and organizations select, purchase, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires. 3 Nguy n Minh Đ c 2009 Reason to analyze buyer behavior? v Keys for product development v Create characteristics of a new product v Select marketing distribution v Select message for communication v Apply marketing mix 4 Lưu ý: Ch s d ng n i b cho sinh viên KTS, ðH Nông Lâm TPHCM, nghiêm c m sao chép, upload, ph bi n t t c các hình th c Nguy n Minh Đ c 2009 2 TS Nguy n Minh Đ c MODEL OF BUYER’S DECISION Marketing stimuli - Product - Price - Place - Promotion Other stimuli - Economic - Technological - Political - Cultural Buyer’s Characteristics: - Cultural - Social - Personal - Psychological Buyer’s decision process: - Problem recognition - Information search - Evaluation of alternatives - Purchase decision - Post-purchase behavior Buyer’s decision - Product choice (S n ph m) - Brand choice (Nhãn hi u) - Dealer choice (C a hàng) - Purchase timing (Th i gian) - Purchase amount (S lư ng) 5 Nguy n Minh Đ c 2009 INFLUENCES OF BUYEER BEHAVIORS Cultural Psychological BUYER DECISION Social Personal 6 Lưu ý: Ch s d ng n i b cho sinh viên KTS, ðH Nông Lâm TPHCM, nghiêm c m sao chép, upload, ph bi n t t c các hình th c Nguy n Minh Đ c 2009 3 TS Nguy n Minh Đ c Cultural Factors v Subcultures § .

• Marketing - Bán hàng
• Principles of marketing
• Buyer behavior analysis
• Reason to analyze buyer behavior
• Cultural Factors
• Demographic Factors
• Stages in the Family Life Cycle
• Lecture Principles of Marketing
• Marketing strategy
• Online marketing
• Direct marketing
• Direct marketing model
• Marketing process
• Marketing information
• Managing Marketing information
• Marketing in the digital age
• Marketing strategy in the digital age
• Sustainable marketing
• Marketing ethics
• Social criticisms of marketing
• Marketing myopia
• Market segmentation
• Marketing environment
• Demographic environment
• Marketing channels
• Supply chain management
• Social responsibility
• Customer insights
• Marketing research
• Bài giảng Nguyên lý Marketing
• Integrated direct marketing
• Marketing communicationsm
• Simple marketing system
• Strategic planning
• Planning Marketing
• Personal selling
• Global marketplace
• Global marketing environment
• Global marketing program
• Communicating customer value
• Marketing communications strategy
• Building customer relationships
• Marketing’s role
• Economic environment
• Company’s microenvironment
• Customer driven Marketing strategy
• Market targeting
• Introduction of Marketing
• Marketing mix 4P’s
• Strategic planning and marketing process
• Changing marketing opportunities
• Analyzing marketing opportunities
• Managing the marketing effort
• Marketing management’s ability
• Marketing department plan
• The marketing information
• Analyzing marketing information
• The marketing communications mix
• Modern marketing system