Marketing defintions and also the marketing

management definitions
 Process associated with promoting for sale goods or services
 A social and managerial process by which individuals and groups obtain what they need and want through creating and
exchanging products and values with others.
 An integrated process through which companies create value for customers and build strong customer relationships in
marketing is used to create the customer, to keep the customer and to satisfy the customer
 Marketing management is the highly specialized study of business management,business administrator or the mgmt.
 Can be understood from two points of view:
 From the consumers point of view
 From the Marketers point of view
Approaches to marketing:
Primary Research
Secondary Research
 Introduction to consumer
behavior
 Consumer behavior is a psychological part of an individual which makes the difference in purchasing any goods, services and anything else.
 The American Marketing Association AMA) defines consumer behaviour as the dynamic interaction of cognition, behaviour & environmental
events by which human beings conduct the exchange aspect of their lives with various social and psychological variables at play.

 Consumer behavior is interdisciplinary in nature because it is based on concepts and theories about people that have been developed by scientists,
philosophers & researchers in such diverse fields
 Consumer behavior is very important to the marketers because it enables them to understand and predict buying behavior of the consumers in the
marketplace
Factors Influencing consumer behavior
1. External Environmental Variables Influencing Behavior
2. Individual Determinants Of Behavior
3. The Consumer Decision Making Process
Consumer buying behavior process and
Applications of consumer behavior
Process of consumer buying behavior Applications of consumer behavior

1.Buyer Recognition 1. Marketing Strategy

2. Information Search 2. Public Policy

3. Evaluation Of Alternatives 3. Social Marketing

4. Purchase Decision 4. Studying Consumer Behavior Make Us

Better Consumers
5. Post Purchase Decision