Business Marketing

CONSUMER BEHAVIOR AND

MARKETING
STRATEGY
GRAPHIC ARTIST : JASON L. SOLOMON AND MARY GRACE DIGAMON
CONTENT CREATOR : JELAMY FLORES AND JOANNA MARIE ARPIA
PRESENTORS : CEDRICK ARELLANO, CHERYLLE DE LIMA AND EAVAN FRANCE REA
MARKETING
STRATEGY
According to Barone (2021), A marketing
strategy refers to a business' overall
game plan for reaching prospective
consumers and turning them into
customers of their products or services.
INTERNET
MARKETING
Internet marketing involves the use of
digital media to inform the market of
your business and to entice people to
purchase your products and services. It
has the most advantages in marketing
your product to the consumers other
than form of retailing.
ADVANTAGES
• it allows product to be offered 24/7.
• it allows product and services to offered globally in
efficient manner.
• cost efficient in that it saves in the need of store, paper
catalogs and salesperson.
• one-on-one relationship with consumers

CRITICISM OF ONLINE
MARKETING
• it reaches only small segment of the population.
• consumers collect information but do not buy.
 MARKETING
CONCEPT
Appropriate philosophy for conducting business. The marketing concept is the use of
marketing data to focus on the needs and wants of customers in order to develop
marketing strategies that not only satisfy the needs of the customers but also the
accomplish the goals of the organization.
THREE MAJOR REASONS
OF COMPANIES IN
MAKING CHANGES TO
SERVE CONSUMERS
BETTER.
 DRAMATIC
SUCCESS OF
JAPANESE
 DRAMATIC
INCREASE IN THE
QUALITY OF
CONSUMERS AND
MARKETING
RESEARCH.
DEVELOPMENT OF
INTERNET, AS A
MARKETING TOOL.
WHAT IS
CONSUMER
BEHAVIOR?
The American Marketing Association (AMA) defi nes
consumer behavior as “The dynamic interaction of
cognition, behavior and environmental events by which
human beings conduct the exchange aspect of their
lives.

CONSUMER BEHAVIOR IS :
• Dynamic
• involves Interactions
• involves Exchanges
 WHY IS CONSUMER CONSUMER BEHAVIOR
BEHAVIOR DYNAMIC? INVOLVES INTERACTIONS
Consumer behavior is a dynamic process Consumer behavior involves interactions among
because consumer behavior is associated people's thinking, feelings, and actions and the
with a variety of infl uences such as personal, environment.

economical, social, and psychological, all

Marketers need to understand:
these processes are divided into this. • what product and brands mean to customers?
• what consumers must do to purchase and use
them?
Example: The internet changed the way
• what influences shopping, purchase and
people search for information about product consumption?
and services.
Example: One major change in society in shrinking
number of middle-income consumers and the
increase in low-income and high income groups.
 CONSUMER BEHAVIOR
INVOLVES EXCHANGES
It involves exchanges between human beings. People
give up something of value to others and receive
something in return.
APPROACHES TO
CONSUMER BEHAVIOR
RESEARCH
Consumer Behavior
Is a complex phenomenon and an electric field. The majority pf
published research is done by marketing academics who vary
greatly in their training, objectives and methods.

All these approaches have value and provide insights into

consumer behavior and marketing strategy in different ways
and at different levels of analysis.
USES OF
CONSUME
R
BEHAVIOR
RESEARC
The three groups, marketing organizations,

H
government and political organizations and
consumers, use knowledge about consumers
behavior and consumer behavior research. Each
group is interested in consumer behavior as it
influences the consumer’s interaction and
exchanges with the other groups.
First Group: Marketing
Organization
• Include not only businesses attempting to sell products but
also hospitals, museums, parks, law firms, universities and
other organizations that seek exchanges with consumers.

Second Group: Government

and Political Organizations
• Include government agencies such as Federal Trade Commission
and the Food and Drug Administration.
• Monitoring and regulating exchanges between marketing
organizations and consumers.

Third Group: Both consumers and

Organizational Buyers
• Who exchange resources for various goods and services.
• Making changes that help them achieve their goals and in
understanding their own behavior.
CONSUMER
BEHAVIOR'S ROLE IN
MARKETING
STRATEGY
Marketing Strategy
• Is the design, implementation, and control
of a plan to infl uence exchanges to achieve
organizational objectives.
• Increase the chances that consumers will
have favorable thoughts and feelings about
particular products, services and brands to
try and purchase them.
These are some lists of marketing strategy questions that knowledge of consumer
behavior and consumer research can help answer.