MKTG2112 Final: MKTG2112-End-Exam-notes
Document Summary
Chapter 1 consumer behaviour and marketing strategy. Marketing strategy the combination of product, price, distribution and promotion most suited to a particular group of consumers. Customer value the difference between all the benefits derived from a total product and all. Market segmentation the basis of most marketing strategies, it involves identifying consumer: benefit segmentation focusing on particular outcomes consumers seek from using. Location, service, merchandise, price, parking, return policy, credit etc. Global marketing a form of international marketing that aims to target particular consumer. Marketing mix the combination of product, price, distribution and promotion that result in. Marketing mix elements structured for consistency with above product position. Consumerism the evolving activities of governments, businesses, independent organisations and concerned consumers aimed at protecting and enhancing the rights of consumers. Information search: problem recognition, evaluation and selection, store choice and purchase, post purchase processes. Consumer decision process for high to low involvement purchase: One stop shopping where substitution is very possible.
