Consumer behavior
Part A
Please I need good and quality answers. Also please I want good citation and good references. I want it in APA format.
Now, for response to "B", let's shift gears and focus on (In the Learning Resouce list), Introduction to Consumer Behaviour by BLYTHE, page 10-12 the discussion focuses on "Relationship Marketing vs. Transactional Marketing". Here is the link to reading to answer question B. just go to pages 10 to 12
https://www.sagepub.com/sites/default/files/upm-binaries/61706_Blythe_ch1.pdf
B) Identify one retail brand that (in your opinion) practices Relationship Marketing and one retail brand that practices Transactional Marketing. Support by citing TWO reasons why each are examples of the respective types of marketing. DO NOT repeat another classmates examples.
C) The department just changed this course to requiring no text. The department furnished a NUMBER of resources from different authors in the field. I've been doing this for 20+ years and when someone asks me what I do I say this (or close to it) "I consult, research and teach the area of marketing that explains the "why" people buy." Now, that is really simplistic, but it gauges if they are interested in me explaining further. In your own words, you explain what you believe "Consumer Behavior" is and encompasses.
Part B
I need a reply/response to these discussion board answers. Just read the discussion board answers, and respond to the information you read by also adding your own point of information about each topic itself to each discussion board answers not about how to correct the person answers by saying he or she needs to add more information or saying you agreed without stating why. Just three to five Lines response each. Please I need good and quality response to these discussion board answers
Briana Harper
A) Based on the slide share listed in the "start here" area, identify two concepts (Production, Product, Selling, Marketing or Societal Concept), then match a company that shows evidence of practicing in support of this particular concept. Explain in some detail how and why they practice this concept. Ideally, marketers try to reach the Marketing or Societal Concept to match their marketing mix and practices too, however that is not always attained. It's good to show companies that have attained these concepts and ones that are working within the first three as they strive to reach the last two (Marketing and Societal).
A Answer: I will choose to identify marketing concept and product concept. The marketing concept meaning that determines needs of the consumers before marketing a product. Product concept meaning that the product will be purchased by consumer when the product has optimal features and best quality. The company I would think trying to do both of these concepts is Amazon. Amazon not only markets what the consumer want, and know they will buy (Schiffman and Kanuk , 2009). The Amazon also gives optimal features and performance products as well to be sold and knowing that the consumer will still purchase them. To be more in detail marketing concept for Amazon is that amazon market women clothing knowing that women like clothing, and the clothing is in with styles of this year as well. Product concept they furnish technologies with the best features and quality so that people will pay for them as well.
1. B) Identify one retail brand that (in your opinion) practices Relationship Marketing and one retail brand that practices Transactional Marketing. Support by citing TWO reasons why each are examples of the respective types of marketing.
Answer B: The retail brand I believe establishes relationship marketing is Amway. The marketer's scheme is to build relationships with the consumer before ever marketing the product. Relationship meaning talking and communicating with the consumers. Therefore the two reasons why I choose Amway as this relationship marketing is 1. Marketers or business owners of the product sales make appoint to get to know the consumer and what they have in common, and find out where to fit void (Brown, 2016). 2. Then marketer finds the void that the consumer is in loss for and then the product is mentioned to fit the consumer.
The retail brand that practices transactional marketing is Verizon stores. The marketing scheme is asking the consumer directly what they would like to buy today. What kind of phone or service? Transactional marketing meaning is focusing on the sale and making the sale is the purpose of it. Therefore, the two reason I chose Verizon is 1. As soon as you call up the Verizon store person is asking what you would like to buy and they may even suggest there new types of phones etc (Brown, 2016). 2. When you walk in a store to just look the salesman is there asking what type of phone you are looking for today.
1. C) The department just changed this course to requiring no text. The department furnished a NUMBER of resources from different authors in the field. I've been doing this for 20+ years and when someone asks me what I do I say this (or close to it) "I consult, research and teach the area of marketing that explains the "why" people buy." Now, that is really simplistic, but it gauges if they are interested in me explaining further. In your own words, you explain what you believe "Consumer Behavior" is and encompasses.
Answer to C: Consumer Behavior is where human beings led by their own needs from the Maslow Hierarchy of needs to buy a product. Consumer Behavior encompasses how people make decisions and research a product that they want or need on bases of filling a void that human feels they need to fill (Perner, 2010). Consumer Behaviors is the study of societal markets fitting the need of the society, and specific groups of the society.
Kevin Cline
A.) Marketing Concept- It assumes that for a company to be successful, it must determine the needs and wants of specific target markets. With this information the company aims to satisfy the customer better than the competition. The main objective for marketers that follow the marketing concept is to make a profit through customer satisfaction (Williams, 2009). When I think about a company that utilizes this concept, I think about USAA Federal Savings Bank. USAA bank specifically targets the military community, whether actively serving, in the reserves, national guard, retired or a spouse/family member of a fallen soldier, they are ranked #1 along with Navy Federal Credit Union by JD Powers through customer surveys from 2015 (J.D. Power, 2016). Being in the military myself, I really appreciate the outstanding customer service and dedication from the USAA reps. Their always professional, keep me up to date on everything and are willing to work with me on just about any issue that I might have while being stationed overseas.
Product Concept- Assumes that consumers are most interested in products with high quality, performance, and features. In other words, they look for the product that provides the most utility to them. The marketing objectives are to improve the quality of the product and to add additional features. This type of philosophy tends to result in marketing myopia because innovation for new products ceases to exist (Williams, 2009). Companies that use this philosophy are looking for niche audiences that value the utility of their product. When thinking about a company that implements this concept, I think about Sony. With technological advancements and gaming continuously consuming the lives of millions of people, Sony has the most advanced, popular and affordable gaming system on the market. The Sony PS4 is known for its incredible graphics, large amount of games available, free games online and cheaper price than its Microsoft competitor. One of the marketing objectives that continues to attract new customers and continue to retain the old ones, is Sony's ability to add features. Sony has a corporate website where loyal customers can post their positive or negative feedback and Sony will legitimately research the issues based off the complaints and make adjustments as needed.
B.) Relationship Marketing- This type of marketing focuses on establishing long-term relationships with customers rather than focusing on a single transaction (Christopher, Ballantyne & Payne, 1991). Basically, it focuses on the long-term as opposed to the short-term. A retail brand that I believe practices relationship marketing would be Coca-Cola. The Coca-Cola company is one of the most well-known and consistently patriotic companies in the United States. Coca-Cola has been a patriotic symbol in America ever since the company started supporting American soldiers during World War II by shipping cases of Coke to military bases abroad. Coke was giving a helping hand in times of adversity and quickly became very dear to the soldiers who missed their homes. To them, Coke was far more than a consumer product. It had an enormous emotional value as it gave them comfort and reminded them of their ‘normal' lives while they were in a highly unstable situation and had little control over outcomes. In addition, Coke represented their country and what they were standing for. More recently, during the 2014 Super Bowl, Coca-Cola aired the infamous ‘America is Beautiful' ad, which depicts Americans of all races and religions singing the patriotic ‘America the Beautiful' song in different languages (Caneja, 2016). This is a company that has shown for over half a century that it cares about its customers, environment and country. Coca-Cola continues to work hard at establishing their long-term relationship with it's customers but also works hard to attract new customers. Coca-Cola was ranked the 3rd best company globally by Interbrand.
Transactional Marketing- This type of marketing focuses on the short-term and more often, a single sale or transaction is the only thing that's important to the salesman. Typically little customer interaction takes place and the overall quality of the product isn't a top concern or priority for anyone but the customer. When thinking about a good example of this type of marketing, I think about a sales presentation for a time-share vacation home. I personally experienced one of these situations years ago and I can definitely say that it was a total waste of time. The salesman seemed 100% phony and fake and just didn't come across as being an honest or trustworthy guy. I specifically remember him going over the vacation locations with my wife and I and he just ran through it very quickly and whenever I would stop to ask questions and get more details, he didn't seem confident in his answers and repeatedly kept asking if we wanted to do it and how soon we could have the money. Another thing to point out that falls in line with the definition was the location of this place was in an old strip-mall that was run down. Whenever I think about it now, the location would highlight a short-term focus by the company because they hope to come into a town, set up shop for a month, hurry and sale as much as possible and then leave and the customer is left to figure things out on their own.
C.) Consumer Behavior- This refers to the study of consumers and the processes that are used to choose, select, secure, use and dispose of products or services. Consumer behavior incorporates ideas from several sciences including psychology, sociology, and economics. It attempts to understand the decision-making processes of buyers, both individually and in groups such as how emotions affect buying behavior. It also focuses on characteristics such as demographics, personality, product usage rates and loyalty.