MARKETING AND

CONSUMER BEHAVIOR

MARKETING

Marketing is the process of communicating the value of a product or service to customers. It is a critical business function for attracting customers.

There are five competing concepts under which organizations can choose to operate their business; The production concept

The product concept

The selling concept

The marketing concept

The holistic marketing concept.

Relationship marketing.

Internal marketing.

Integrated marketing.

Socially responsive marketing.

The set of engagements necessary for successful marketing management includes, capturing marketing insights, connecting with customers, building strong brands, shaping the market offerings, delivering and communicating value, creating long-term growth, and developing marketing strategies and plans.

CONSUMER BEHAVIOR

Consumer behavior is the study of consumer behavior to finding, purchasing, using, evaluating and disposing of products and services, consider, will meet your needs

The study of consumer behavior responds to the following question:

BUY WHAT? It involves analyzing the type of product that the consumer selects from among all the products you want.

WHO BUYS? Determine who is the person who really makes the decision to purchase, if either the consumer, or who influence him.

WHY BUY? Analyze what are the reasons why a product is purchased based on the benefits or satisfaction that produces consumer needs through acquisition.

HOW DO I BUY? It is related to the process. If the purchase decision made in a rational or emotional. If pay by cash or card.

WHEN BUYING? You must know the time of purchase and frequency of purchase in relation to their needs, which are changing throughout his life.

WHERE TO BUY? The places where the consumer purchases are influenced by the distribution channels and also by other aspects of the service, treatment, image of the point of sale, etc..

BUYING HOW? The physical quantity of the product purchased or to satisfy their desires or needs. This indicates if the purchase is repetitive or not.

HOW DO YOU USE? With respect to the manner in which the consumer uses the product will create a given package or product presentation.

ELABORO: NUBIA CASTRO

FUENTE DE CONSULTA: WIKIPEDIA

ASIGNATURA: INGLES TÉCNICO

UMB VIRTUAL

ABRIL DE 2013