Week 7 Consumer and Organizational Markets

CONSUMER AND
ORGANIZATIONAL
MARKETS
WEEK 7
MARKET
OPPORTUNITY
REVIEW ANALYSIS AND
CONSUMER
MULTIPLE CHOICE
ANALYSIS
Jens Martensson 2
MULTIPLE CHOICE.
Directions: Write the letter of the correct answer that best completes the
sentence.
1. Marketing research provides important ______ to
help solve marketing challenges that a business will
most likely face--an integral part of the business
planning process
A.Facts
B.Events
C.Data
D.Meaning
E.Science
Jens Martensson 3
MULTIPLE CHOICE.
sentence.
2. Market research is the _________ of determining the
viability of a new service or product through research
conducted directly with potential customers.
A. Way
B. Custom
C. Process
D. Style
E. Idea
Jens Martensson 4
MULTIPLE CHOICE.
sentence.
3. There are four common types of market research

______ which include surveys, interviews, focus
groups, and customer observation
A. Ignorance
B. Lack
C. Techniques
D. Inability
E. Incompetence
Jens Martensson 5
MULTIPLE CHOICE.
sentence.
4. The purpose of market research is to ______data on

customers and potential customers. The collected data aids
business decision-making. This, therefore, reduces the risks
involved in making these decisions
A. Scatter
B. Disperse
C. Gather
D. Distribute
E. Assign
Jens Martensson 6
MULTIPLE CHOICE.
sentence.
5. There are two main ______ of marketing research:

Quantitative and qualitative. Quantitative research
usually includes phone, mail, Internet or in-person
interviews.
A. Techniques
B. Ways
C. Types
D. Means
E. Methods
Jens Martensson 7
MARKET
OPPORTUNITY
REVIEW ANALYSIS AND
MULTIPLE CHOICE
CONSUMER
ANSWE
R ANALYSIS
Jens Martensson 8
MULTIPLE CHOICE.
sentence.
1. Marketing research provides important ______ to
help solve marketing challenges that a business will
most likely face--an integral part of the business
planning process
A.Facts
B.Events
C.Data
D.Meaning
E.Science
Jens Martensson 9
MULTIPLE CHOICE.
sentence.
2. Market research is the _________ of determining the
viability of a new service or product through research
conducted directly with potential customers.
A. Way
B. Custom
C. Process
D. Style
E. Idea
Jens Martensson 10
MULTIPLE CHOICE.
sentence.
3. There are four common types of market research

______ which include surveys, interviews, focus
groups, and customer observation
A. Ignorance
B. Lack
C. Techniques
D. Inability
E. Incompetence
Jens Martensson 11
MULTIPLE CHOICE.
sentence.
4. The purpose of market research is to ______data on

customers and potential customers. The collected data aids
business decision-making. This, therefore, reduces the risks
involved in making these decisions
A. Scatter
B. Disperse
C. Gather
D. Distribute
E. Assign
Jens Martensson 12
MULTIPLE CHOICE.
sentence.
5. There are two main ______ of marketing research:

Quantitative and qualitative. Quantitative research
usually includes phone, mail, Internet or in-person
interviews.
A. Techniques
B. Ways
C. Types
D. Means
E. Methods
Jens Martensson 13
OBJECTIVES
Large image slide
1.Differentiate the buying

behavior and decision-
making of
individual/household
customers versus the
business (organizational)
customer; and
2.Relate the topic in the real-
life experiences.
Jens Martensson 14
Direction:
Write the letter
PRETEST of the correct
answer that
MULTIPLE CHOICE best completes
the sentence.
Jens Martensson 15
MULTIPLE CHOICE.
sentence.
1. Business customers, also known as _____

customers, purchase products or services to
use in the production of other products.
A. Personal
B. Industrial
C. Individual
D. Neighbors
Jens Martensson 16
MULTIPLE CHOICE.
sentence.
2. Such industries include agriculture,

manufacturing, construction, transportation,
and communication, among others. They differ
from consumer markets.
A.Personal
B.Individual
C.Industrial
D.Neighbors
Jens Martensson 17
MULTIPLE CHOICE.
sentence.
3. A consumer is an ________ who has

personal experience with the health care
system.
A. Personal
B. Industrial
C. Neighbors
D. Individual
Jens Martensson 18
MULTIPLE CHOICE.
sentence.
4. __________ are people or organizations

that purchase products or services
A. People
B. Sales
C. Consumers
D. Market
Jens Martensson 19
MULTIPLE CHOICE.
sentence.
5. _______________ is the study of how people make
decisions about what they buy, want, need, or act in
regard to a product, service, or company. The three
factors that affect consumer behavior are
psychological, personal, and social.
A. Marketing
B. Consumer Behavior
C. Placing
D. Attitude
Jens Martensson 20
Direction:
Write the letter
PRETEST of the correct
answer that
ANSWER
the sentence.
Jens Martensson 21
MULTIPLE CHOICE.
sentence.
1. Business customers, also known as _____

customers, purchase products or services to
use in the production of other products.
A. Personal
B. Industrial
C. Individual
D. Neighbors
Jens Martensson 22
MULTIPLE CHOICE.
sentence.
2. Such industries include agriculture,

manufacturing, construction, transportation,
and communication, among others. They differ
from consumer markets.
A.Personal
B.Individual
C.Industrial
D.Neighbors
Jens Martensson 23
MULTIPLE CHOICE.
sentence.
3. A consumer is an ________ who has

personal experience with the health care
system.
A. Personal
B. Industrial
C. Neighbors
D. Individual
Jens Martensson 24
MULTIPLE CHOICE.
sentence.
4. __________ are people or organizations

that purchase products or services
A. People
B. Sales
C. Consumers
D. Market
Jens Martensson 25
MULTIPLE CHOICE.
sentence.
5. _______________ is the study of how people make
decisions about what they buy, want, need, or act in
regard to a product, service, or company. The three
factors that affect consumer behavior are
psychological, personal, and social.
A. Marketing
B. Consumer Behavior
C. Placing
D. Attitude
Jens Martensson 26
Large image slide
What are the products that you
always buy? Why?
Jens Martensson 27
Jens Martensson 28
Jens Martensson 29
MARKET
Jens Martensson 30
What is
the
consumer
market?
Jens Martensson 31
Insert or Drag and Drop your Image
Jens Martensson 32
TYPES OF CONSUMER
MARKET
Business to Business
(B2B)
Professional Services
Industrial Sales
Business to Consumers
(B2C)
Consumer Products
In B2B, one business sells a set of products or
Food and Beverage services to another business.
Jens Martensson 33
TYPES OF CONSUMER
MARKET
Business to Business (B2B)
Industrial Sales
(B2C)
Consumer Products
Food and Beverage
Jens Martensson 34
TYPES OF CONSUMER
MARKET
Industrial Sales
(B2C)
Consumer Products
Food and Beverage
Jens Martensson 35
TYPES OF CONSUMER
MARKET
Industrial Sales
(B2C)
Consumer Products
The process of selling products and services directly
Food and Beverage between a business and consumers who are the end-
users of its products and services
Jens Martensson 36
TYPES OF CONSUMER
MARKET
Industrial Sales
(B2C)
Consumer Products
Products bought for consumption by
Food and Beverage the average consumer.
Jens Martensson 37
TYPES OF CONSUMER
MARKET
Industrial Sales
(B2C)
Consumer Products
Food and beverages mean any raw, cooked, or processed edible substance
used or intended for use in whole or in part for human consumption,
Food and Beverage including ice, water, spirituous liquors, wine, mixed beverages, beer, soft
drinks, soda, and other beverages.
Jens Martensson 38
Why do consumers buy
products or services?
Jens Martensson 39
Marketing plays
an important role
in consumer
markets by
influencing
customers’
preferences and
purchasing
decisions. Brand
loyalty of
consumer plays a
significant role in
consumer
markets.
Jens Martensson 40
CHARACTERISTICS OF CONSUMER MARKET
Demographic Characteristics
Demographic Characteristics.
Characteristics of consumer
Psychographic
Characteristics
markets based on demographics
include differences in gender,
Behavioristic Characteristics
age, ethnic background, income,
occupation, education, household
size, religion, generation,
Geographic Characteristics
nationality, and even social class.
Jens Martensson 41
Demographic Characteristics Psychographic Characteristics.

Consumer market characteristics
Psychographic
can also be psychographic in
Characteristics nature. Psychographic
characteristics of consumers
Behavioristic Characteristics include interests, activities,
opinions, values, and attitudes.
Opinions and attitudes can be
both specific and/or general.
Jens Martensson 42
Demographic Characteristics Behavioristic Characteristics.

Behavioristic characteristics can
Psychographic
also be understood through
Characteristics marketing research. Behavioristic
characteristics of consumer
Behavioristic Characteristics markets include product usage
rates, brand loyalty, user status,
or how long they have been a
customer.
Jens Martensson 43
Demographic Characteristics Geographic Characteristics.

Consumer markets also have
Psychographic
Characteristics
different geographic
characteristics. These
Behavioristic Characteristics
geographic characteristics are
often based on market size,
region, population density,
and even climate.
Jens Martensson 44
How do consumers buy
products or services?
Jens Martensson 45
Jens Martensson 46
CONSUMER BUYING
DECISION PROCESS
Jens Martensson 47
CONSUMER BUYING DECISION PROCESS
Need Recognition
Problem Identification. This
step is also known as recognizing
Information Search of unmet need. The need is a
source or force of buying
Evaluation of Alternatives behavior. Buying problem arises
only when an unmet need or a
Purchase Decision problem is identified. Need or
problem impels an individual to
Post Purchase Decision
Behavior
act or to buy the product.
Jens Martensson 48
Need Recognition
Information Search. The
interested consumer will try to
Information Search seek information. Now, he will
read newspapers and magazines,
Evaluation of Alternatives watch television, visit showrooms
or dealers, contact salesmen,
Purchase Decision discuss with friends and
relatives, and try all the possible
Behavior
sources of information.
Jens Martensson 49
Need Recognition Evaluation of Alternatives. In the
former stage, the consumer has collected
Information Search
information about certain brands. Now,
he undergoes an evaluation of brands. He
cannot buy all of them. Normally, he
Evaluation of Alternatives selects the best one, the brand that offers
maximum satisfaction. Here, he
evaluates competitive brands to judge
Purchase Decision
which one is the best, and the most
attractive. Evaluation calls for evaluating
Post Purchase Decision various alternatives with certain choice
Behavior
criteria.
Jens Martensson 50
Need Recognition
Purchase Decision. This is the
stage when the consumer prefers
Information Search one, the most promising band,
out of several brands. The former
Evaluation of Alternatives stage helps consumers evaluate
various brands in the choice set.
Purchase Decision The brand that offers maximum
benefits or satisfaction is
Behavior
preferred.
Jens Martensson 51
Post-purchase Decisions. Consumer buys the
Need Recognition product with certain expectations. Though he
decides very systematically, there is no
guarantee of complete satisfaction. There is
Information Search
always a possibility of variation between the
expected level of satisfaction and the actual
satisfaction. His subsequent behavior is
Evaluation of Alternatives
influenced by the degree of
satisfaction/dissatisfaction. The marketer must
Purchase Decision monitor the post-purchase experience of the
buyers that includes:
a. Post-purchase Satisfaction
Post-Purchase Decision b. Post-purchase Action
Behavior
c. Post-purchase Use and Disposal
Jens Martensson 52
TYPES OF BUYING
DECISION BEHAVIOR
Jens Martensson 53
TYPES OF BUYING DECISION BEHAVIOR
Complex Buying Behavior Complex Buying Behavior -

Consumers undertake complex
Dissonance-Reducing buying behavior when they are
Buying Behavior highly involved in a purchase and
perceive significant differences
Habitual Buying Behavior among brands, or when the
product is expensive, risky,
Variety-Seeking Buying purchased infrequently, and
Behavior
highly self-expressive.
Jens Martensson 54
Complex Buying Behavior Dissonance-Reducing Buying

Behavior - Dissonance-
Dissonance-Reducing reducing buying behavior
Buying Behavior
occurs when consumers are
highly involved with an
Habitual Buying Behavior
expensive, infrequent or risky
purchase, but see little
Variety-Seeking Buying
Behavior difference among brands.
Jens Martensson 55
Complex Buying Behavior

Habitual Buying Behavior -
Habitual buying behavior
Dissonance-Reducing
occurs under conditions of low
Buying Behavior consumer involvement and
little significant brand
Habitual Buying Behavior
difference. Consumers appear
to have low involvement with
Variety-Seeking Buying
Behavior
most low-cost, frequently
purchased products.
Jens Martensson 56
Complex Buying Behavior Variety-Seeking Buying

Behavior - Consumers
Dissonance-Reducing
Buying Behavior
undertake variety-seeking
buying Behavior in situations
Habitual Buying Behavior characterized by low
consumer involvement, but
Variety-Seeking Buying significant perceived brand
Behavior
differences.
Jens Martensson 57
Jens Martensson 58
MARKET
Jens Martensson 59
Business market or also name B2B or
Business to Business refers to all those
organizations that purchase goods and/or
services for the purpose of utilization in the
manufacturing of other products or
services. The wholesaling & retailing firms
are also included in the category of the
business market.
Jens Martensson 60
CHARACTERISTICS OF
BUSINESS MARKET
Jens Martensson 61
CHARACTERISTICS OF BUSINESS MARKET
There are relatively large types of business

Market buyers. It should also be noted that demand
for the business markets and business
Structure products also tends to fluctuate, which only
and implies that the demand for business market
products can change relatively more quickly
Demand than the demand for consumer goods or
services.
Jens Martensson 62
Participants in the business

Nature of purchase tend to buy more and
there are more participants. On
Buying Unit the other hand, participants in the
consumer purchase are often less.
Jens Martensson 63
The decisions revolving around the

business market are somewhat more
Decision complex than decisions made by the
consumer markets. This is primarily
Process because of the intensive process that
involves technical and economic
considerations.
Jens Martensson 64
The business-to-business (B2B) market has a focus on
products, goods, and services that are typically sold to other
businesses, rather than direct to consumers. It includes:
(a) Industrial Market - Industrial markets are typically
defined by the sale of industrial or production products,
goods, and services to other business industries. These
are raw materials like steel, glass, wood, etc.
(b) Financial Services - Financial services can include
banking, insurance, commercial credit and lending, tax
planning, investments etc. and
(c) Government Markets - In most countries, government
organizations are major buyers of goods and services.
Jens Martensson 65
Direction:
Write the letter
POST-TEST of the correct
answer that
the sentence.
Jens Martensson 66
Which of the following is NOT one of
the five stages of the buyer decision
process?
a.need recognition
b.brand identification
c.information search
d.purchase decision
QUESTION NO. 1 Jens Martensson 67
The stage in the buyer decision process
in which the consumer is aroused to
search for more information is called__ .
a.need recognition
d.purchase decision
With respect to post-purchase behavior,
the larger the gap between
expectations and performance:
a. The greater likelihood of re-purchase.
b.The greater the customer’s dissatisfaction.
c. The less likely the consumer will be influenced by
advertising
d. The less likely the consumer will need sales
confirmation and support
It is the study of how people make decisions about what they buy,
want, need, or act about a product, service, or company. The three
factors that affect consumer behavior are psychological, personal,
and social.
a. Marketing
b. Placing
c. Consumer behavior
d. Attitude

Which of the following is the most valuable
piece of information for determining the social
class of your best friend's parents?
a. The number of years of schooling that they

had
b. Their ethnic backgrounds
c. Their combined annual income
d. Their occupations
In terms of consumption decisions,
middle class consumers prefer to ___.
a. Buy at a market that sells at a wholesale rate.
b. Buy what is popular
c. Buy only the brands which sell at affordable
prices
d. Analyze the market and select the best at the
lowest prices

Business buyer behavior refers to the ___________.
a. buying behavior of consumers who buy goods and services for
personal consumption
b. buying behavior of the organizations that buy goods and services for
use in the production of other products and services that are sold,
rented, or supplied to others
c. buying behavior of consumers who rely on small retailers for the
regular supply of provisions
d. decision process by which business buyers determine which products
and services their organizations need to purchase

Business markets are similar to
consumer markets in that
______________.
a.the decisions processes involved in both the markets are
same
b. both involved people who assume buying roles and make
purchase decisions to satisfy needs
c. both share the same market structure
d. the types of decisions are fairly consistent in both the
markets

The business marketer normally
deals with _________ than the
consumer marketer does.
A. far fewer but far larger buyers
B. far more but far smaller buyers
C. negligible customer complaints
D. far more elastic demand

Which of the following is true about
business purchases?
a.Business purchases involve more professional
purchasing effort than consumer purchases.
b.Business purchases involve fewer participants in
decision-making compared to consumer purchases.
c.Business purchases involve less technical and
economic considerations compared to consumer
purchases.
d.Business purchases are usually quicker and more
informal than consumer purchases.
Direction:
Write the letter
POST-TEST of the correct
answer that
ANSWER the sentence.
Jens Martensson 77
Which of the following is NOT one of
the five stages of the buyer decision
process?
a.need recognition
d.purchase decision
The stage in the buyer decision process
in which the consumer is aroused to
search for more information is called__ .
a.need recognition
d.purchase decision
With respect to post-purchase behavior,
the larger the gap between
expectations and performance:
a. The greater likelihood of re-purchase.
b.The greater the customer’s dissatisfaction.
c. The less likely the consumer will be influenced by
advertising
d. The less likely the consumer will need sales
confirmation and support
It is the study of how people make decisions about what they buy,
want, need, or act about a product, service, or company. The three
factors that affect consumer behavior are psychological, personal,
and social.
a. Marketing
b. Placing
c. Consumer behavior
d. Attitude

Which of the following is the most valuable
piece of information for determining the social
class of your best friend's parents?
a. The number of years of schooling that they

had
b. Their ethnic backgrounds
c. Their combined annual income
d. Their occupations
In terms of consumption decisions,
middle class consumers prefer to ___.
a. Buy at a market that sells at a wholesale rate.
b. Buy what is popular
c. Buy only the brands which sell at affordable
prices
d. Analyze the market and select the best at the
lowest prices

Business buyer behavior refers to the ___________.
a. buying behavior of consumers who buy goods and services for
personal consumption
b. buying behavior of the organizations that buy goods and services
for use in the production of other products and services that are
sold, rented, or supplied to others
c. buying behavior of consumers who rely on small retailers for the
regular supply of provisions
d. decision process by which business buyers determine which products
and services their organizations need to purchase

Business markets are similar to
consumer markets in that
______________.
a.the decisions processes involved in both the markets are
same
b. both involved people who assume buying roles and make
purchase decisions to satisfy needs
c. both share the same market structure
d. the types of decisions are fairly consistent in both the
markets

The business marketer normally
deals with _________ than the
consumer marketer does.
A. far fewer but far larger buyers
B. far more but far smaller buyers
C. negligible customer complaints
D. far more elastic demand

Which of the following is true about
business purchases?
a.Business purchases involve more professional
purchasing effort than consumer purchases.
b.Business purchases involve fewer participants in
decision-making compared to consumer purchases.
c.Business purchases involve less technical and
economic considerations compared to consumer
purchases.
d.Business purchases are usually quicker and more
informal than consumer purchases.

Week 7 Consumer and Organizational Markets

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CONSUMER AND

3. There are four common types of market research

4. The purpose of market research is to ______data on

5. There are two main ______ of marketing research:

3. There are four common types of market research

4. The purpose of market research is to ______data on

5. There are two main ______ of marketing research:

1.Differentiate the buying

1. Business customers, also known as _____

2. Such industries include agriculture,

3. A consumer is an ________ who has

4. __________ are people or organizations

1. Business customers, also known as _____

2. Such industries include agriculture,

3. A consumer is an ________ who has

4. __________ are people or organizations

Business to Business (B2B)

Food and Beverage

Business to Business (B2B)

Food and Beverage

Business to Business (B2B)

Business to Business (B2B)

Business to Business (B2B)

Demographic Characteristics Psychographic Characteristics.

Demographic Characteristics Behavioristic Characteristics.

Demographic Characteristics Geographic Characteristics.

Complex Buying Behavior Complex Buying Behavior -

Complex Buying Behavior Dissonance-Reducing Buying

Complex Buying Behavior

Complex Buying Behavior Variety-Seeking Buying

There are relatively large types of business

Participants in the business

The decisions revolving around the

QUESTION NO. 4 Jens Martensson 70

a. The number of years of schooling that they

QUESTION NO. 6 Jens Martensson 72

QUESTION NO. 7 Jens Martensson 73

QUESTION NO. 8 Jens Martensson 74

QUESTION NO. 9 Jens Martensson 75

QUESTION NO. 4 Jens Martensson 81

a. The number of years of schooling that they

QUESTION NO. 6 Jens Martensson 83

QUESTION NO. 7 Jens Martensson 84

QUESTION NO. 8 Jens Martensson 85

QUESTION NO. 9 Jens Martensson 86

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