A marketing strategy is a long-term plan for achieving a company's goals by understanding the needs of customers and

creating a distinct and sustainable competitive advantage. It encompasses everything from determining who your customers
are to deciding what channels you use to reach those customers.

Consumer Behavior and Product Strategy

Product Strategy Issues

1. Product affect and cognition

 Satisfactory

 Dissatisfactory

2. Product Behavior

 Product contact

 Brand loyalty

 Variety seeking

3. Product environment

 Packaging

 Product attributes

Example: “Shopee”ay isang online shop kung saan pwedi kang bumuli nang kung anu anong gamit, every month mayroon
itong voucher na ibinibigay were you can able to order a product with free delivery, pero ang ilan sa mga costumers ay
tumitingin pa rin sa Lazada na pareho lang naman ng shopee.

Ang mga customer na ito ay kinukumpara ang mga rating ng product upang makita kung ang product ba na ito ay satisfactory
or hindi, ngunit meron rin naman na masasabi mung loyal ito yung mga customer na ibinigay ang lubos na tiwala sa shop na
ito.

Consumer Behavior and Pricing Strategy

Conceptual Issues in Pricing

From a consumer’s point of view, price is usually defined as what the consumer must give up purchasing a product or service.
Difference between for-profit and nonprofit exchanges: Nonprofit organizations do not seek surplus funds beyond costs. Value
derived in nonprofit exchanges is often less tangible.

A conceptual framework for considering pricing decisions includes four types of consumer costs: money, time, cognitive
activity, and behavior effort. These elements, when coupled with value, provide a framework for examining price from the
consumer’s point of view.

Cognitive factors involved in price include price perceptions and attitudes. Behaviors relevant to the price variable include
funds access and transactions. The environment focuses on price information. A pricing strategy model can be used for pricing
new product or for making price-change decisions.

Example:

Sabihin nating gusto ng isang customer na bumili ng summer midi dress. Nagsasaliksik siya gamit ang Google at bumibisita sa
iba't ibang mga online retailer at mga platform ng mangangalakal. Ang isang tindahan ay gumagamit ng pagpepresyo ng pag
uugali at sinusubaybayan ang mga pagbisita nito. Maaari ring basahin ng mangangalakal ang mga kaugnay na data, tulad ng
kasaysayan ng paghahanap ng browser o mga breadcrumbs ng website. Ang customer ay unang umalis sa site ngunit bumalik
sa lalong madaling panahon pagkatapos upang tumingin sa pahina ng produkto. Alam ng shop na sabik ang customer na ito sa
produktong iyon dahil nabisita na niya ang pahina ng produkto. At kapag nakita niyang bumaba ang presyo agad itong bibili.

Consumer behavior and distribution channel strategy

Distribution channels are the paths products take from their initial manufacturing stage to selling them to consumers. For
instance, if you go to a retail store to buy a product, the distribution channel typically includes the manufacturer, a distributor,
and the retailer.

Let’s use the laptop computer as an example. Ang channel ng pamamahagi para sa isang laptop ay maaaring isama ang
tagagawa, na gumagawa ng laptop, isang distributor na bodega at nagpapadala ng mga laptop sa mga tindahan ng tingi, at
mga tindahan ng tingi na nagbebenta ng mga laptop sa huling customer.

Consumer Behavior and Promotion Strategy

A study of consumer behavior enables marketers to understand what motivates consumers to make purchases.
Furthermore, the same motive can be utilized in advertising media to stir the desire to make a purchase.

Goal of Promotion

 To communicate product related information to the target market with a view to persuading them.
 To maintain a differential advantage for the product over its competitors.

Example: “Buy one, get one free” (also called BOGOF), or “Buy two and get the third free” are commonly used sales promotion
tactics. These campaigns are useful when you want or need to sell several products at once.