CONSUMER BEHAVIOR  exceeding from company's competitors

 skilled workforce and effective advertising

 Study of now people / consumers behave
before purchasing a products or service. TYPES OF PROMOTION
 Study of motivation, behavior and psychologist
1. ADVERTISING - bringing products into public notice
traits or a consumer that influence purchasing
like newspaper, brochure, commercials.
decisions.
2. SALES PROMOTION - short-term campaigns to boost
Company
demand on products.

3. PUBLIC RELATION - how companies communicate

with me public to establish impression; funds donations,
supporting charities.

4. PUBLICITY - media attention

5. DIRECT SELLING - retail stores

Customers Competitors
6. PERSONAL SELLING - Face to face
FACTORS (N.W.E.D)
7. MERCHANDISING - presentation and display
 NEEDS - basic human requirement that is
triggered by state of deprivation (missing or 8. EVENTS / SPONSORSHIP - supporting other brands
lacking) and events for recognition and exposure.
 WANTS - desires, wishes or "Sana"
BUSINESS
 EXPECTATION - specific standard ng gusto mo.
Ex: want ko ng Starbucks, Macao  organized activities of on individual or group of
 DEMAND - purchasing power, willingness and individuals who put money and resources.
ability to purchase the product (financial  risky be of possible failure (venture).
capacity)  to offer goods and services m exchange with
generating profits from target marker.
THE SIX F
BUSINESS OWNER SHIP
 Food Fun/Entertainment
 Fashion Fragrance 1. SOLE PROPRIETORSHIP - DTI (Dept. Trade & industry)
 Fitness/Wellness Furnishings
2. PARTNERSHIP - SEC (Securities and Exchange
FORMULA (FAB) commission)
1. FEATURES - content or nilalaman from discrete ideas 2. CORPORATION - SEC (Securities and Exchange
that boost functionality and performance. commission)
2. ATTRIBUTES - qualities, characteristics of the features 4. COOPERATIVES - CDA (Cooperatives development
that describe the product. authority)
3. BENEFITS - advantages offered by a product that MARKET SHARE
satisfy customers (confidence, brand, entertainment,
convenience)  % of total sales by industry and revenue.
 shows the size of me company.
OBJECTIVE OF THE COMPANY
6 D'S IN BUSINESS
Profit Sales Market Share
1. Determine target market or potential customers.
= Customer Loyalty
2. Discover customer needs. (ark, observe, survey)
Reviewer by Trish
3. Determine available company resources. 3. Production / Operations - convert raw materials into
finished products
4. Develop product and service.
4. Sales - distribute / deliver products, transfer
s. Deliver and distribute the product or service.
ownership of goods from provider to customer
6. Delight customer, continuously and profitably.
5. Human Resources - personnel selection: motivation,
compensation, rewards

BUSINESS 6. Research and development - improvement

 Organized activities of an individual or group of

individuals who put money and other resources
SUCCESSFUL MARKETERS MUST:
at risk to promote a particular venture for the
purpose of offering goods and services to a 1. become more service-oriented
target market while realizing profits.
2. offer better value in price and quality
BUSINESS OWNERSHIP
3. be more promotion-oriented,
1. Sole Proprietorship - registered with DTI
4. be better attuned to customers' needs
2. Partnership - registered with SEC
MASLOW’S HIERARCHY OF NEEDS
3. Corporation - registered with SEC

4. Cooperatives - registered with CDA

Objectives of Business

1. Increase in sales.

2. Increase in profit.

3. Increase in market share.

MARKET SHARE

RESOURCES USED IN BUSINESS

1. Money

2. Manpower

3. Materials

4. Machine/ equipment

5. Methods/ Systems

6 AREAS IN BUSINESS OPERATIONS 6. Moment/ Time

1. Marketing - customers, needs, product

2. Finance - funds, costs, profits

Reviewer by Trish
MARKETING MIX How does this relate to marketing strategies and
tactics?
1. Product

2. Price
DYNAMIC PROCESS
3. Place of distribution
 Can involve many people
4. Promotion
 Involves many decisions
5. Personnel  Involves consumer emotions and coping

6. Packaging Acquisition Method Description

7. Physical Environment Buying - Buying is a common acquisition method used

for many offerings.
8. Presentation
Trade - Consumers might receive a good or service as
9. Process part of a trade.
10.Positioning Renting or Leasing - Instead of buying, consumers rent
11.Prayer or lease cars, furniture, vacation homes, and more.

TYPES OF PRODUCTS Bartering - Consumers (and businesses) can exchange

1. Physical Products - (tangible), ballpen
2. Services - (Intangible) spa
3. Ideas - ex. Advertising ideas
4. Places - ex. Tourist destinations, Boracay
5. People - ex. Artists
6. Organizations /Institutions - ex. Universities
7. Database, information - ex. Researches
8. Fun, Entertainment - ex. Comedy Bars, concerts
goods or services without having money change hands.
Gifting - Each society has many gift-giving occasions as
well as informal or formal rules dictating how gifts are
to be given, what is an appropriate gift, and how to
respond to a gift.
Finding - Consumers sometimes find goods that others
have lost (hats left on a bus) or thrown away.
Stealing - Because various offerings can be acquired
through theft, marketers have developed products to
deter this acquisition method, such as alarms to deter
car theft.

9. Events - ex. Olympic games, Sinulog Sharing - Another method of acquisition is by sharing or
borrowing. Some types of "sharing" are illegal and
10. Properties - Condo
border on theft, as when consumers copy and share
11. Experience movies.

CONSUMER BEHAVIOR What Affects Consumer Behavior?

 Acquisition, consumption, and disposition of PSYCHOLOGICAL CORE

goods, services, time, and ideas by human
 Motivation, ability, and opportunity
decision-making units
 From exposure to comprehension
Acquisition - Consumer comes to own an offering.  Memory and knowledge
 Attitude formation and change
Usage - Consumer uses an offering.

Disposition - Consumer discards an offering.

Reviewer by Trish
PROCESS OF MAKING DECISION

 Problem recognition and information search

 Judgment and decision making
 Post-decision processes

CONSUMER BEHAVIOR OUTCOMES AND ISSUES

 Innovations: Adoption, resistance, and diffusion

 Symbolic consumer behavior
 Marketing, ethics, and social responsibility

CONSUMER’S CULTURE

 Social influences on consumer behavior

 Consumer diversity
 Household and social class influences
 Psychographics: Values, personality, and
lifestyle

BENEFICIARIES OF CONSUMER BEHAVIOR STUDIES

 Marketing managers
 Ethicists and advocacy groups
 Public policy makers and regulators
 Academics
 Consumers

Reviewer by Trish