Developments in Mkt

Question 1

Consumer buying behaviour

Answer 1

1. Cognitive paradigm-outcome of rational decision-making process
2. Learned behaviour-Importance of past purchases
3. Habitual decision making-habit and brand loyalty

Question 2

Consumer decision -making model

Answer 2

Lancaster and Withey:5 steps

1. Need/problem recognition
2. Pre-purchase -info search
3. Evaluation of alternatives
4. Purchase decision
5. Post-purchase evaluation

Useful descriptive framework fro marketers

Question 3

Influences on consumer buying behaviour

Answer 3

Lancaster and Withey:

1. Social factors;reference groups,family,roles and status.
2. Cultural factors: cultural,sub culture,social class(values,attitudes,beliefs)
3. Personal factors; age/life cycle stage,occupation,economic circumstances,lifestyle,personality
4. Psychological factors:Motication,leaning,perceptions,beliefs,attitudes

Question 4

Motivation Maslow and Herzberg:

Answer 4

Inner state that energises,activates,moves,directs,channels

Maslow:Hierarchy in their order of importance

1. physiological needs
2. Safety needs
3. social needs
4. esteem needs
5. self -actualisation needs

Herzberg:Two factor theory

1. Cause disatisfaction(markters goal -avoid disatisfiers-eg poor after sale service)
2. Cause satisfaction(identify major datisfiers or motivators)

Question 5

Organisations as buyers-characteristics:

Answer 5

1. More rational than consumer
2. Fewer buyers
3. Close relationship buyer seller
4. Demand for industrial goods is derived from demand for consumer goods-price inelastic
5. Purchase decision -by consensus

Question 6

Typical org buying process ;stages

Answer 6

1. Recognise the problem (from within or out)
2. Develop product specifications or service requirements to solve the problem.
3. Search for products/suppliers(trade shows,trade publications,supplier catalogues ect)
4. Evaluate products relative to specifications( also evaluate supplier -price,service and ability)
5. Select and order the most appropriate product
6. Evaluate the product and supplier performance.

Question 7

The decision making Unit in the org (DMU)-Groups withing the DMU

Answer 7

1. Initiatiors(define purchase characteristics)
2. Buyers (formal authority for selection of suppliers)
3. Influencers(input in alternatives,helps initiator)
4. Gatekeepers(stop sellers from reaching individuals)
5. Users
6. Deciders (decide on product requirements)
7. Approvers

Question 8

Selection criteria :How org buyers make the purchase decision

Answer 8

1. Delivery capability
2. Quality
3. Price
4. Repair and after sales service
5. Technical capability
6. Performance history
7. Production facilities
8. Help and advice
9. Controls systems
10. Reputation
11. Financial position
12. Attitude towards the buyer
13. Compliance with bidding procedures
14. Training support
15. Communication on the progress of the order
16. Mngt and organisation
17. Packaging
18. Moral/legal issues
19. Location
20. Labour relations

Question 9

Key difference between B2G and B2B?

Answer 9

B2G:

1. Contract determinded by a tendering process
2. Longer duration
3. Greater amount of value
4. Might be pre determined
5. Lower profit margin (possible)

Question 10

Lancaste and Whithey_Typical exchanges between public sector and their customers:

Answer 10

• University provides edu in exchange of fees and time
• Council :local services in exchange tax and votes

If an exchange is taking place there is room for mkt

Question 11

Dibb et al: NfP need to consider their mkt obj ,target markets,marketing mixes and how they will control mkt activities.Elaborate:

Answer 11

1. Objectives: Measured on the response recieved by the target markets->open and honest how it managed budget and allocated funds.Efficiency and effectiveness very important
2. Target mkt: Bruce 3 types of customers for charities:

• Beneficiaries :those who receive benefit support & who benefit from lobbying and publicity
• Supporters: Provide money ,time,skill
• Regulators :Charities commission and local authorities ,residents association(form+inf)

3.Deal more often with services->extended mix

• Process: eg direct debit pay for counsil tax reduces adm cost
• People: employed +volunt->should be good and caring when dealing with their clients
• Promotion: personal selling with street corner and D2D collections,ads for large charities,direct mkt is growing,sponsorship ect
• Pricing: value for money important,opportunity cost
• Appearance: should be business like
• Distribution channels:shorter with fewer intermediaries than profit making

4. Control: proceeding as planned,compare donations with expences

Question 12

NGO s :Definition and examp

Answer 12

• Private sector,voluntary orgs.
• Participate in : training or other humanitarian activities
• ISO,wwf,Amnesty international

Question 13

Charity mkt mix:

Answer 13

1. Price: important to larger charities,goods and services:largest single source of income
2. Processes: customer friendly
3. Place: Distribute physical goods challenging-fund distribution short and easily managed (eg online donation)
4. Product :cause it supports and the help it provides

Question 14

Internal mkt-Peck et al:

Answer 14

• Creating,developing,maintaining and internal service culture and orientation which in turn assists the org to achieve its goals
• All employees can develop and understanding of how their tasks and the way they perform them create and deliver customer value and build relationships.

Question 15

Implementing internal mkt-Peck et al

Answer 15

1. Org design: key empl together
2. Regular staff surveys
3. Internal customer segmentation
4. Personal dvt and training ;(focused on core competencies for internal mkt)
5. Empowerment and involvement (at employees discretion to deliver better service)
6. Recognition and rewards
7. Internal communications(awarenes of the role and contribution)
8. Performance measures
9. Building supportive working relationships

Question 16

Internal mkt mix-Jobber

Answer 16

1. product: mkt plan,values,attitudes,actions
2. price:what intern customers are being asked to sacrifice as a result of accepting the mkt plan
3. promotion: Communication media and messages,understandable
4. place: How product is delivered (meetings,seminars ect)

Question 19

Segmentation of internal markert

Answer 19

1. Supporters(likely to gain or committed)
2. Neutrals(both gains and losses from the plan)
3. Opposers: (likely to loose)

Question 20

Christopher et al’s method of segment

Answer 20

1. Contactors:(frequent contact with customer-well versed to the mkt startegies and motivated to serve customers in a responsive manner-sales people,customer service)
2. Modifiers:Not directly involved,need to have a clear view of the mkt startegy
3. Influencers:Involved with traditional elements of mkt but not customer contact
4. Isolated: Support functions (neither direct customer contact nor mkt input-need to be sensitive to the needs of internal cust,Gummesso–>part time marketers

Question 21

The importance of internal customer communication:

Answer 21

• Employer branding(attract quality candidates)
• Employee communication and involvement (helps task performance and decision making,employees identify with theh org by sharing mkt info)
• Employee relations: Aims of employees relations according to Armstrong

1. Stable and cooperative relationships with employees
2. Commitment
3. Developing mutuality

Question 22

Challenges to internal communication:

Answer 22

Jones and Cheeseman-challenges:

1. Flatter mgt structures(more emplo reporting to one manager
2. Downsizing
3. Teleworking and virtual teams
4. Globalisation(diverse workforces and culturally distinctive -barriers to mass communication)

Question 23

Email as internal communicatiom

Answer 23

Advantages:

1. Sent and received quickly
2. cheap
3. Hard copy printed
4. Worldwide any time (24-7)
5. Attach complex docs
6. Email mgt software(outlook)multiple recipients,address book ,filing

Question 24

Intranet-uses :

Answer 24

• Combination of networked computers and web tech.

1. Performance data (database and reporting systems to fulfil work objectives)
2. Employment info
3. Employee support /info
4. Notice boards
5. Dpt home pages
6. Bullentins and newsletters
7. Email facilities
8. Upward communication
9. Individual personnel files

Question 25

Benefits of intranet:

Answer 25

* Cost saving(avoid printing) * More frequent use (search ,update) * Wider access to corporate info * Virtual team working

Question 26

Team meetings:

Answer 26

* **Information exchange** 1. **Ideas** generation 2. **Problem** solving and conflict resolution 3. **Decision** making 4. Facilitates **persuasion** 5. **Cooperation** 6. **Human** face of an org * **Developing relationships** 1. **​brainstorming-**Promotion planning or customer care improvement 2. Customer complaint handling 3. Decide plans and allocate roles and tasks 4. Sales negotiations 5. Cross-functional team meetings,briefings,project meetings 6. Personal customer service

Question 27

Grapevine inetrnal communication

Answer 27

* Friends,colleagues,contacts * Disadvant:inaccurate ,subjective * Adv:fast,effective delivery

Question 28

Marketing decisions:Classification accrording to ethics and legality:

Answer 28

* Ethical and legal(print on recycled paper. * Unethical and legal(targeting young adults in alcopops ad campaign) * Ethical but illegal (publishing stolen but revealing docs about mis selling) * Unethical and illegal:(imitation goods as designer brands)

Question 29

Important considerations an ethical org will make:

Answer 29

1. Whether its **advertising** is fair,balanced,truthful 2. **Who** does it sell to -marketing aimed at 3. Are its products **appropriate** ,**safe**,**environmentally** friendly? 4. How does it deal with **unhappy** customers 5. Does it **exploit** anyone in its advertising or pricing startegies?

Question 30

Benefits to socially responsible and ethical org:

Answer 30

1. Competitive advantage 2. Greater revenue 3. Reduced costs(recycling) 4. Positive publicity(before any regulation comes to force).

Question 31

Types of **social media:**

Answer 31

1. Blogs (wordpress) 2. Micro blogging (twitter) 3. Social networking webs(fb) 4. Virtual social worlds (second life) 5. Collaborative projects(wiki) 6. Content communities(you tube) 7. Virtual game worlds (world of warcraft)

Question 32

Four I's of social media

Answer 32

* Individualise * involve * integrate * initiate(customer generated content)