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Advertising
Consumers' needs and wants are constantly changing. To be
successful, marketers need to make considerable effort to
determine their customers' current needs.
In this way, they may get a better grasp of their customers' buying
behavior, as GE did when it defied convention and offered
American refrigerators to the Japanese market.
Understanding consumers' product needs has become increasingly
important in the twenty-first century.
Examples:
All customers can be split into two general groups: business and
consumer buyers.
When buyers have identified a need, they may look for information
about how to satisfy that need.
This information search is both internal and external, and the buyer's
memory can be a key aspect of the process.
This step includes deciding whether to buy and, if so, what to buy,
where to buy, and when to buy.
With large purchases in the business market, the buyer and seller
must also work out delivery time, payment terms, installation, and so
forth.
At this stage, advertising continues to play an important role to
prevent the buyer from changing his or her mind.
Post Purchase Behavior
Perception
When consumers perceive that they have a need, the inner drive
that propels them to fulfill the need is called motivation.
The beliefs, values, and symbols that a society shares and passes
from generation to generation constitute its culture.
For instance, the Domino's pizza chain offers squid and tuna
toppings in Japan.
Reference Groups