MKT 401 Marketing Strategy Chapter 7: A Comprehensive Lecture Notes
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Course
MKT401
Institution
Universität Mannheim (UMA)
Book
Marketing Management
Welcome to this comprehensive collection of lecture notes on marketing strategy MKT 401 in UniMannheim! These notes cover a wide range of essential concepts and techniques, including target market segmentation, the marketing mix, SWOT analysis, competitive analysis, customer personas, brand messagi...
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MKT 401 – Lecture Notes
Chapter 7
7. Business to Consumer (B2C) Marketing
7.1 Insights into customer behaviour
Understanding customer behavior is crucial for businesses as it helps them to identify
the needs and preferences of their customers, as well as to anticipate how customers
are likely to respond to different marketing and sales efforts. There are a number of
key insights into customer behavior that businesses can consider when developing and
implementing marketing strategies.
1. Motivations: Understanding what motivates customers to make a purchase can
be critical for businesses. Motivations can vary significantly depending on the
product or service being offered, as well as the characteristics of the customer.
Some common motivations for purchasing include functional needs (e.g., a
need for a specific product or service), emotional needs (e.g., a desire for status
or self-expression), and social needs (e.g., a desire to fit in with a particular
group).
2. Attitudes: Attitudes refer to the overall evaluation that customers have of a
product or service, as well as the underlying beliefs and values that influence
those evaluations. Understanding the attitudes of customers can be important
for businesses as it can help them to tailor their messaging and marketing
efforts to better align with the values and beliefs of their target audience.
, 3. Perceived value: Perceived value refers to the value that customers believe they
are getting in return for their purchase. This can be influenced by a range of
factors, including the price of the product or service, the quality and features
of the product or service, and the overall customer experience. Understanding
the perceived value of a product or service can help businesses to effectively
position and price their products or services to maximize value for customers.
4. Loyalty: Loyalty refers to the degree to which customers are committed to
purchasing from a particular brand or business. Understanding customer
loyalty can be important for businesses as it can help them to identify and
target the most loyal customers, as well as to identify strategies for increasing
loyalty among other customers.
5. Decision-making process: Understanding the decision-making process that
customers go through when considering a purchase can be critical for
businesses. This can involve identifying the factors that influence the purchase
decision, such as price, quality, convenience, and brand reputation, as well as
the role that different stakeholders (e.g., employees, partners, or decision-
makers) may play in the process.
In summary, understanding customer behavior is crucial for businesses as it helps
them to identify the needs and preferences of their customers, as well as to anticipate
how customers are likely to respond to different marketing and sales efforts. Key
insights into customer behavior include motivations, attitudes, perceived value,
loyalty, and the decision-making process. Understanding these factors can help
businesses to effectively develop and implement marketing strategies that are tailored
to the needs and preferences of their target audience.
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