Daniel De La Torre

Ms. Meece
Capstone 7
5 October 2017
Track Work #2

Source Analysis: A
Citation: Burnett, John. Core Concepts of Marketing. 2nd ed. N.p.: Wiley, 2008. July 2008.
Web.
Source Validation: Educational book contributed and reviewed by college professors.
How did you find this source? Google Scholar
Intended Audience: Business field people who want to understand marketing.
Topics/ Arguments:
One of the topics covered is the buyer behavior when purchasing products. The decision making
process is broken down and explained. It is explained there are different decision making process
depending on the products price, buyers interests, and whether the buyer is a returning customer.
Another topic covered is the product planning strategy and formulation. This topic breaks down
the planning into six steps. Additionally, another topic introduced is the Communication with the
mass market. Here the various methods businesses take to communicate and advertise to the
market. Included are sales promotions and public relations a business must have along with how
to price a product.
3 Quotes/ Summary:
American Marketing Association defines sales promotion as, "marketing activities, other
than personal selling, advertising, and publicity, that stimulate consumer purchasing and dealer
effectiveness, such as displays, shows and exhibitions, demonstrations, and various non-recurrent
selling efforts not in the ordinary routine
When a consumer has bought a similar product many times in the past, the decision
making is likely to be simple, regardless of whether it is a high- or low-involvement decision
Once a business decides to use price as a primary competitive strategy, there are many
well- established tools and techniques that can be employed. The pricing process normally
begins with a decision about the company's pricing approach to the market.
 Reflection

My track work for hours 9-16 consisted reading the last five chapters of the online book, Core

Concepts of Marketing. I consistently read for about 35 minutes every day I could for the last

two weeks. The major parts of my reading that I found to be really interesting was the decision

making process for consumers. The process is broken down into six steps that go by 1.) Need

Identification > 2.) Information search and processing > 3.) identification and evaluation of

alternatives > 4.) Product/Service selection > 5.) Purchase decision >6.) Post purchase behavior.

Once the process is started, a potential buyer can withdraw at any stage of making the actual

purchase. The tendency for a person to go through al1 six stages is likely only in certain buying

situations. A first time purchase of a product or when buying high priced, long-lasting,

infrequently products. This is referred to as complex decision making. Past purchasing

experiences of a certain product leads directly to buying the same brand again, which leads to the

second and third stages skipped. This is called simple decision making. However, if something

changes such as the price, product, availability, or services the buyer may re-enter the ful1

decision process and consider alternative brands. Additionally, Ive learned the importance of

sales promotions which is essentially incentives that convince consumers to purchase a product.

These incentives can be seen as discounts, coupons, premiums, prices or any special offer

directed towards the consumer.