Strategic Marketing Management

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Pages : 538; Paperback;
210 X 275 mm approx.

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Chapter Code : SMMC08

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Customer Analysis : Overview

At the basic level, a marketer must try to understand the buying behavior of the customer. A simple model of buyer behavior is the stimulus-response model. In this model, there are three components- the external stimuli factors, buyer's black box, and the buying decision. However, the buying decision process is not the same for the industrial and consumer markets.

As a result, they have to be studied separately. The consumer buying decision process consists of five main stages, namely the identification of the problem, searching for internal and external information, evaluating alternatives, purchasing processes, and post purchase analysis.

Henry Assael identified four types of buying behavior, which are based on customer involvement and perceived differentiation namely the complex, dissonance reduction, and habitual and variety-seeking buying behaviors. Some of the factors influencing the buyer behavior of the consumer are perception, personality, motivation, cultural, and social factors.

Organizational buying behavior can be defined as the buying behavior of an organization as a whole. The main responsibility of the organizational buying process lies with the buying center. The buying center takes the purchase decisions on behalf of the entire organization. The buying center has to have vertical involvement, lateral involvement, extensivity, connectedness, and centrality dimensions, if it is to be successful in an organization.

The industrial buying process is influenced by the environmental, social, organizational, and individual factors. Some of the methods for organizational purchases are spot purchases, leveraged purchases, critical purchases, and strategic purchases. The various types of organizational purchases are straight rebuy, modified rebuy, and new task. The marketing strategy depends upon the nature of the product. Relationship marketing is the development of mutually beneficial relationships.

Chapter 8 : Overview

Buyer Behavior Model

The Buying Decision Process
Identifying the Problem
Searching for Information
Evaluating the Alternatives
Purchase Processes and Post Purchase Analysis
Roles in the Consumer Buying Decision Process
Types of Buying Behavior
Understanding Buying Behavior
Factors influencing Consumer Buying Decision Process

Organizational Buying Behavior
Buying Center
Stages of Buying Decision Process

Factors influencing Organizational Buying Behavior

Dimensions of Organizational Buying Behavior
Characteristics of Organizational Transactions
Major Concerns of Organizational Buyers
Methods of Organizational Purchases
Types of Organizational Buying

Influence of the Product on Marketing Strategy

Relationship Marketing
Importance of Relationship Marketing
Developing Relationship Marketing

1] Strategic Marketing Management - An Introduction
2] Marketing Strategy and Planning
3] Business Strategy and Competitive Advantage
4] Marketing Audit and SWOT Analysis
5] Marketing Costs and Financial Analysis
6] Market and Environmental Analysis
7] Competitor Analysis
8] Customer Analysis
9] Learning in Marketing Organization
10] Segmenting Markets
11] Targeting and Positioning Strategies
12] Relationship Strategies
13] Generic Strategies
14] Planning for New Products
15] Product Branding and Customer Service Strategies
16] Pricing Strategy
17] Advertising and Sales Promotion Strategies
18] Public Relations and Direct Marketing Strategies
19] Sales Force Strategies
20] Distribution Strategy
21] Strategic Issues in Marketing
22] Designing an Effective Marketing Organization
23] Marketing Strategy Implementation and Control