Post Purchase Consumer Behaviour
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Post Purchase Consumer Behaviour / Post Purchase Dissonance / Cognitive dissonance
Showing posts with label iankur Marketing. Show all posts
Showing posts with label iankur Marketing. Show all posts
September 01, 2010
PROMOTION MIX / MARKETING COMMUNICATION MIX
Promotion Mix
View more presentations from King Julian.
PROMOTION MIX / MARKETING COMMUNICATION MIX
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August 31, 2010
September 17, 2009
Personal Selling Process
Step 1> Opening :
Example: Retail Salesperson - "...in can see that you appear to be interested in our stereo equipment. What kind of system do you have in mind?..."
Step 2> Need andProblem identification: Need analysis approach suggests that early in the sales process the salesperson should adopt a question-and-listen posture, to identify what actually the customer is looking for. salesperson should focus on questioning open ended questions rather than closed ended questions.
Step 3> Presentation andDocumentation: Benefits should be analysed at two levels: * ...the benefits which can be obtained by purchasing of a particular type of product. * ...the benefits that can be obtained by purchasing that product from a particular supplier.
NOTE: Many sales situtations involve risk to the buyer. The buyer may be reluctant to change from the present supplier or present model because doing so may lead to unforseen problems - like delievery of product may be unsatisfactory in the new model or unreliable.
There four major ways a salesperson can reduce the risk:
(a) Reference Selling
(b) Demonstration
(c) Guarantees
(d) Trial Orders
Step4> Dealing with Objections: Objections are any concerns or questions raised by the buyer, while some objectives are an exception of confusion, doubt or disagreement with the statements or information presented by the salesperson. What the buyer is asking for is further information because s/he is interested in what the salesperson is saying...!! Effective approaches for dealing with objections involve two areas: *...the preparation of convincing answers. *...the development of a range of techniques for answering objections in a manner which permits the acceptance of these answers without the loss of face on the part of buyer.
The various techiniques are as Follows:
(i) Listen and do not interrupt
(ii) Agree and Counter
(iii) Question the Objection
(iv) Trial Close
(v) Hidden Objections
(vi) The Straight Denials .......
TBConti.
Example: Retail Salesperson - "...in can see that you appear to be interested in our stereo equipment. What kind of system do you have in mind?..."
Step 2> Need andProblem identification: Need analysis approach suggests that early in the sales process the salesperson should adopt a question-and-listen posture, to identify what actually the customer is looking for. salesperson should focus on questioning open ended questions rather than closed ended questions.
Step 3> Presentation andDocumentation: Benefits should be analysed at two levels: * ...the benefits which can be obtained by purchasing of a particular type of product. * ...the benefits that can be obtained by purchasing that product from a particular supplier.
NOTE: Many sales situtations involve risk to the buyer. The buyer may be reluctant to change from the present supplier or present model because doing so may lead to unforseen problems - like delievery of product may be unsatisfactory in the new model or unreliable.
There four major ways a salesperson can reduce the risk:
(a) Reference Selling
(b) Demonstration
(c) Guarantees
(d) Trial Orders
Step4> Dealing with Objections: Objections are any concerns or questions raised by the buyer, while some objectives are an exception of confusion, doubt or disagreement with the statements or information presented by the salesperson. What the buyer is asking for is further information because s/he is interested in what the salesperson is saying...!! Effective approaches for dealing with objections involve two areas: *...the preparation of convincing answers. *...the development of a range of techniques for answering objections in a manner which permits the acceptance of these answers without the loss of face on the part of buyer.
The various techiniques are as Follows:
(i) Listen and do not interrupt
(ii) Agree and Counter
(iii) Question the Objection
(iv) Trial Close
(v) Hidden Objections
(vi) The Straight Denials .......
TBConti.
March 24, 2009
Promotion Mix
Your marketing plan will be executed by using the tactical elements of the Marketing Communications, or Promotions Mix. The elements of the marketing communications mix
The Marketing Communications Mix is the specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing a company uses to pursue its advertising and marketing objectives.
Definitions:
Advertising - Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
Personal selling - Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships.
Sales promotion - Short-term incentives to encourage the purchase or sale of a product or service.
Public relations - Building good relationships with the company’s various publics by obtaining favorable publicity, building up a good "corporate image", and handling or heading off unfavorable rumors, stories, and events.
Direct marketing - Direct communications with carefully targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships.
March 01, 2009
Advertising is an important part of an organization’s promotional activities, with a clear view as to whether the retailer or the consumer is to be targeted and whether it is the product or the organization which is to be promoted.
Many medium –sized and large organizations seek the specialist services of and advertising agency. Agencies provide expert advice and carry out or mange a number of tasks, including copywriting; design and layout; film production for television or cinema use; space buying in medial and other outlets, such as billboards; and evaluation.
One of the major decisions associated with an advertising campaign concerns choice of media. Channels of communication include newspapers, magazines, television and radio, cinema, and displays. To ensure that the marketplace is adequately covered, it is often appropriate to use a mix of media.
Newspapers
Every modern society has a large coverage of national tabloid and broadsheet newspapers, with a vast daily readership.
Significant indicators of readership include age, sex, career, income and so on. This sort of information helps to determine where an advertisement should be placed so as to have the most impact on its target audience.
Advertising agencies can give advice by profiling readership profiles for newspapers which identify typical buyers in terms of social class and income. Also, newspaper themselves give advice on the best days to place detriment. Regional and local free newspapers also provide extensive coverage. They often group after advertisements can be confident that their advertisement will be read by those who are most interested.
Magazines
In most countries there are a wide range of magazines aimed at the mass market, including many that target women. Again, considerable variations exist in the age and gender of readerships .
As for newspapers, advertising agencies can give on readership profiles and supply details of other types of the magazines, such as those produced by produced by professional associations, those aimed at particular retail and trade groups and those covering specialist hobby and leisure interests. One of the major advantages of placing an advertisement in a magazine, rather than a newspaper, is that the publication is likely to have a longer ‘life’: it may be reread over many months and seen by many more people among the target audience
T
elevision
The vast majority of households have television, making it an important advertising medium. It is particularly attractive to advertisers as it allows a combination of music, speech and pictures, as well as the use of jingles, well-known personalities and mini-dramas as aids to the creation of brand interest and identity.
The effectiveness of television advertising depends on a large number of the target group of consumers watching the advertisement at the same time. Therefore, its placement in an appropriate programme slot is vital. ‘Prime time’ programme, especially soap operas, provides some of the most ‘penetrative’ opportunities for advertising to a mass market.
Radio
R
China is a country with large rural areas, some of them are too remote to be covered by TV programs , or the residents in some areas are unable to afford to buy TV sets, radio is quite an efficient means of advertising. In some cased, radios can deliver advertisements to some special groups of people of customers, such as taxi drivers, passengers on buses and trains, which are hard to be reached in some period of time.
Cinema
T
Outdoors display
Use may be of parking meters, sandwich boards, taxis, buses and tube trains, telephone kiosks, hoardings and flashing signs.
Advertising Objects
To inform
- Telling the market about a new product.
- Describing available services
- Suggesting new uses for a product.
- Correcting false impressions.
- Informing the market of a price change.
- Reducing buyers’ fears.
- Explaining how the product works.
- Building a company image.
To persuade
- Building brand preference.
- Persuading buyers to purchase now.
- Encouraging switching to your brand.
- Persuading buyers to receive a sales call.
- Changing buyer perception of product attributes.
To remind
- Reminding buyers that the product may be needed in the near future.
- Keeping the product in buyers’ minds during off seasons.
- Reminding buyers where to buy the product.
- Maintaining top-of-mind product awareness.
Advertising
Almost all companies selling a good or a service use some form o
f advertising . Advertising is an impersonal, one-way mass communication about a product or organization that is paid for by a marketer. It involves the use of communications media to inform, persuade, publicize and remind potential and existing consumers about an organization’s products and activities. Essentially, it is a means of increasing sales, It may also be used to encourage consumers to purchase products or services from a particular retail outlet. The following panel gives a list of reasons for advertising.
f advertising . Advertising is an impersonal, one-way mass communication about a product or organization that is paid for by a marketer. It involves the use of communications media to inform, persuade, publicize and remind potential and existing consumers about an organization’s products and activities. Essentially, it is a means of increasing sales, It may also be used to encourage consumers to purchase products or services from a particular retail outlet. The following panel gives a list of reasons for advertising.
What is Advertising
The world is filled with advertisements. Different media are used in advertising. For example, radio commercials get millions of teenagers to shop for products made exclusively for them. Magazine ads showing models dressed in the latest style persuade women and men to buy new clothes in order to remain fashionable.
Some advertisement is essential. Without it consumers would be unaware of goods and services available and their choices would be restricted. It is also necessary to inform consumers of the availability and features of new products as they become available. Economists refer to this advertising as informative advertising and its importance is seen in the fact that the government spends very large sums in this type of advertising.
In developing advertising strategies, marketers must consider the best advertising medium of their message. IBM, for example, uses television ads to keep its name fresh in consumers’ minds. But it uses newspaper and magazine ads to educate consumers on the product’s abilities and trade publications to introduce new software.
Each advertising medium serves a different purpose. However, critics of advertising argue that much advertising is merely persuasive and does not add to consumer’s knowledge of the market. Moreover, exaggerated claims can mislead the consumer.
So what is advertisement? Advertisement is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.
Some advertisement is essential. Without it consumers would be unaware of goods and services available and their choices would be restricted. It is also necessary to inform consumers of the availability and features of new products as they become available. Economists refer to this advertising as informative advertising and its importance is seen in the fact that the government spends very large sums in this type of advertising.
In developing advertising strategies, marketers must consider the best advertising medium of their message. IBM, for example, uses television ads to keep its name fresh in consumers’ minds. But it uses newspaper and magazine ads to educate consumers on the product’s abilities and trade publications to introduce new software.
Each advertising medium serves a different purpose. However, critics of advertising argue that much advertising is merely persuasive and does not add to consumer’s knowledge of the market. Moreover, exaggerated claims can mislead the consumer.
So what is advertisement? Advertisement is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.
I. Variety
-
Target consumer:
Consumer Advertising
Business Advertising
Area
International Advertising
National Advertising
Regional Advertising
Local Advertising
Medium
Print Advertising
Electronic Advertising
Out-of-home Advertising
Direct-mail Advertising
Function
Product vs. Non-product Advertising
Commercial vs. Noncommercial Advertising
Direct vs. Non-direct Advertising
II. Component
Headline – Catch Phrase – Theme
-
Text – Body -- Slogan
The Concept of Public relations
Public relations(the old name is publicity) is a means of publicizing and promoting an organization’s image with a view to influencing customers to buy products, investors to buy shares and government and others to act in ways helpful to the organization. Essentially, it involves impersonal types of communication. In many cases it consists in the placement of information about the organization in a suitable publication or obtaining a favorable presentation of its activities on radio, television or elsewhere without this having to be paid for.
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