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13 Cards in this Set
- Front
- Back
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Marketing = |
The management process responsible for identifying, anticipating and satisfying customer requirements profitably |
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Approaches to selling a product |
Sales orientation Production orientation Product orientation Marketing orientation |
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Reasons for losing customers |
Unhelpful staff Poor service Inappropriate prices |
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Relationship marketing = |
Maintaining and exploiting customer base to develop new business opportunities |
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Marketing environment factors |
Macro-factors (PESTEL) Micro-factors (within org influence) Internal (potentially controllable) |
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PESTEL |
Politicial Economic Social Technology Environment Legal |
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Who wrote about factors influencing the purchasing decision? |
Lancaster and Withey |
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Lancaster and Withey's factors influencing purchasing decision |
Socio/cultural (eg peers) Personal (eg age, lifestyle) Psychological (eg motivation) |
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Lancaster and Withey's five stages of purchase decision making |
Need recognition Information search Evaluation of alternatives Decision to purchase Post-purchase evaluation |
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DMU |
Decision making unit |
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Components of a decision making unit |
Initiator Gatekeeper Influencers Deciders Approvers Buyer Users |
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Factors affecting buyer behaviour |
Relevance Frequency Freedom Influence |
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Theories of consumer behaviour |
Cognitive paradigm theory (purchase is a result of decision making) Learned behaviour theory Habitual decision making |
