LESSON PLAN

Class of : 2012
Semester :1
Course : Marketing Management
Module :3
Session : 13

Sl.No. Content
Marketing Information & Consumer Behavior – Need for marketing information,
sources – internal data, marketing intelligence & marketing research, characteristics of
consumer behavior, types of buying decisions & buying decision process.

Detailed Coverage:

Marketing Information System (MkIS) - Consists of people, equipment & procedure, to

gather, sort, analyze, evaluate and distribute the, needed, timely & accurate information
to marketing decision makers.

Illustration: Research Results - Understanding Consumer Behavior

Understanding Consumers -
Unilever

Understanding Consumers - Pepsico

Understanding Consumers - Erricson

Structure of MkIS –
1. Internal record system
2. Marketing intelligence system
3. Marketing research system
4. Marketing decision support system

Ref. Book: Marketing Management (11th Edition) By Philip Kotler

Section Date
A
B
 C
D
LESSON PLAN

Class of : 2012
Semester :1
Course : Marketing Management
Module :3
Session : 14

Sl.No. Content
Marketing Information & Consumer Behavior – Need for marketing information,
sources – internal data, marketing intelligence & marketing research, characteristics of
consumer behavior, types of buying decisions & buying decision process.

Detailed Coverage:

1. Internal record system

● The order to payment cycle
● Sales information system

Illustration:
Uberall - Data Instruments assisting sales people

● Databases, data warehouses & data mining

Concept of ‘Carpet Bombing’

2. Marketing intelligence system

● Information from the market / environment
● Sales force spots market developments & reports
● Market happenings reported by channel members
● Gather information by purchasing the competitors products or utilizing their
service
● Information from publications, conferences & seminars
● Information gathering from customer advisory panels or customer clubs
● Purchase of information from other agencies / government departments

3. Marketing research system

Marketing Research is a systematic design, collection, analysis and reporting of data &
findings relevant to a specific marketing situation or a problem.

Ref. Book: Marketing Management (11th Edition) By Philip Kotler

Section Date
A
B
C
D

LESSON PLAN
Class of : 2012
Semester :1
Course : Marketing Management
Module :3
Session : 15

Sl.No. Content
Marketing Information & Consumer Behavior – Need for marketing information,
sources – internal data, marketing intelligence & marketing research, characteristics of
consumer behavior, types of buying decisions & buying decision process.

Detailed Coverage:
The Research Process – Problem Identification
Collect Information
Develop Research plan
Make Decisions
Analyze the Information
Present the Findings

Illustration:
MR at P & G
4. Marketing decision support system (MDSS)
Ref. Book: Marketing Management (11th Edition) By Philip Kotler

Section Date
A
B
C
D
LESSON PLAN

Class of : 2012
Semester :1
Course : Marketing Management
Module :3
Session : 16

Sl.No. Content
Marketing Information & Consumer Behavior – Need for marketing information,
sources – internal data, marketing intelligence & marketing research, characteristics of
consumer behavior, types of buying decisions & buying decision process.

Detailed Coverage:

Consumer Behavior:

Meaning of Consumer Behavior

 Importance –

1. Understanding Consumers
2. Developing the right Marketing Mix elements
3. Satisfying consumers &
4. Effective Marketing

Factors Influencing Consumer Buying Behavior –

1. Cultural Factors - Culture, Sub-culture & Social Class

2. Social Factors – Reference Groups, Roles & Statuses
3. Personal Factors – Age & Stage in the Life Cycle, Occupation & Economy,
Life Style, Personality & Self Concept
4. Psychological Factors – Motivation, Perception, Learning, Belief & Attitude

Ref. Book: Marketing Management (11th Edition) By Philip Kotler

Section Date
A
B
C
D
LESSON PLAN

Class of : 2012
Semester :1
Course : Marketing Management
Module :3
Session : 17

Sl.No. Content
Marketing Information & Consumer Behavior – Need for marketing information,
sources – internal data, marketing intelligence & marketing research, characteristics of
consumer behavior, types of buying decisions & buying decision process.

Detailed Coverage:

Types of Reference Groups –

● Primary Groups – Family, Friends, Neighbors & Peers

● Secondary Groups – Religious, Professional & Trade Union Groups
● Aspirational Groups
● Dissociative Groups
 Opinion Leaders & Trend Setters

Model of Buying Behavior

Family Life Cycle Stages
Buying Roles
Types of Buying Behavior
Consumer Buying Process – 5 Stage Model

Ref. Book: Marketing Management (11th Edition) By Philip Kotler

Section Date
A
B
C
D

LESSON PLAN

Class of : 2012
Semester :1
Course : Marketing Management
Module :3
Session : 18

Sl.No. Content
Marketing Information & Consumer Behavior – Need for marketing information,
sources – internal data, marketing intelligence & marketing research, characteristics of
consumer behavior, types of buying decisions & buying decision process.

Detailed Coverage:
Buying Roles:
1. Initiator
2. Influencer
3. Decider
4. Buyer
5. User
6. Maintainer
7. Disposer

Types of Buying Decisions:

 Consumer buying behavior is based on the degree of the buyer’s involvement and the
degree of differences, a buyer perceives among alternatives, choices / brands.
1. Impulsive buying behavior
2. Extensive problem solving buying behavior
3. Routinized buying behavior and
4. Variety seeking buying behavior

The buying decision process:

Gathering Information about Products & Brands
Evaluating & Selecting the alternatives

Purchasing the Product

Problem Identification

Post-purchase Evaluation

Ref. Book: Marketing Management (11th Edition) By Philip Kotler

Section Date
A
B
C
D