Marketing a group of activities designed to expedite transactions by creating, distributing, pricing and promoting goods, services and ideas

Online Marketing Research

New information technologies are changing how businesses learn about consumers and market their products

• Digital media and online social networks
• Opportunity to reach new markets via the Internet

Virtual Testing

• Interactive multimedia research that combines sight, sound and animation to improve testing of products and their features

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Buying Behavior

Decision processes and actions of people who purchase and use products

Buying Behavior
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Psychological Variables for Buying Behavior

Perception

• Process by which a person selects, organizes and interprets information received from one’s senses (hearing a radio ad, touching a product)

Learning

• Brings changes in behavior based on information and experience

Attitude

• Positive or negative feelings about something

Personality

• Individuals’ distinguishing character traits, attitudes, or habits

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Social Variables for Buying Behavior

Social Roles

• Set of expectations of individuals based on some position they occupy

Reference Groups

• Groups with whom buyers identify and whose values or attitudes they adopt

Social Classes

• Ranking of people into higher or lower positions of respect

Culture

• Integrated, accepted pattern of behavior including thought, speech, beliefs, actions and artifacts

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Understanding Buying Behavior

Trying to understand consumers is the best way to satisfy them

• No exact tools

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The Marketing Environment

External forces that directly and indirectly affect marketing strategy

• Political, legal and regulatory forces
• Social forces
• Competitive and economic forces
• Technological forces

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Green Marketing

• Increasing trend toward green products
• “Green” versions of popular brandsTerra Choice is an environmental marketing agency
• Released a report “The Seven Sins of Greenwashing”
• Very little regulation of green marketing
• Consumers must be aware to make responsible choices

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The Marketing Mix and Marketing Environment

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