Premium Essay

Mkt 435

In: Business and Management

Submitted By jennle858
Words 596
Pages 3
Consumer Behavior Paper
MKT 435
February 24, 2012

Consumer behavior is dynamic because the thinking, feelings, and actions of individual consumers, targeted consumer groups, and society at large are constantly changing (Hawkins & Best, 2007). For example, when leading up to purchases, a long line outside a night club is a positive factor in evaluating that club. Long lines imply that everyone wants to go there, and that club is probably very good. But, after you have purchased your ticket that long line is no longer a desirable factor, as you impatiently wait to get in. Furthermore, once you make it to the door, that long line ahead of you now means that the club is overly crowded, and therefore, a lot less appealing. So, for this example, categorizing activities by whether they occur prior to purchase versus during use shows how consumer responses can change significantly within a situation.
Marketing affect us all in a daily basic whether we know it or not. It plays an important role for the consumer who is purchasing. It helps create a decision for a consumer to buy or not to buy. It helps bring for clarity and product knowledge in the purchasing the right item. Some people would search everywhere to find the best deal and save money. The companies that will come out in the top are companies that know how to market and feed on the public by what is popular and current. My recent purchase I made was an item on clearances at Ross. Ross is a discount store with a good variety of in-season, name-brand apparel, accessories, footwear, household goods, and kitchen products for the entire family. These products are normally taken from huge department stores that could not sell and given to Ross to sell. Ross sells these products at discounted prices for great deals. I purchased a house-warming gift for a friend; it was a set of brand new…...

Similar Documents

Free Essay

Mkt 641

...Building the Brand Nzingha Reel MKT/544 August 13, 2012 Susan Heywood McDonalds is the largest fast food chain on the planet and the majority of their success can be contributed to their wise marketing and branding decisions (“Ask Your Target Market”, 2012). Started in 1940 by two brothers, McDonalds finds themselves spreading rapidly around the world with various market brands. McDonalds is unique in that their brand is able to stay current and it targets all age groups, ethnicities, genders, and even health habits. Their brand has done an excellent job of making sure that you know how to recognize one of their restaurants or products when you see them (“Ask Your Target Market”, 2012). McDonalds started out with the “Golden Arches” and “Ronald McDonald”. These brands were targeting the younger generation and many of the McDonald restaurants had the “Play House”. Over the years their brand has went from the “Play House” to the “Café House”, when they launched the brand of McCafe’. Their marketing team has done a great job communicating to its target audience through their products, prices, places, and promotions (Duncan, 2004). McDonalds has the right marketing communication mix working together in their marketing program. They use such marketing communication as advertising, publicity, sales promotion, packaging, events and sponsorships, and customer service (Duncan, 2004). “Advertising is non-personal, paid announcements by an identified sponsor”......

Words: 689 - Pages: 3

Free Essay

Mkt 435

...University of Phoenix Influencias externas e internas Jacqueline Vega, Cira Rivera y Brendaliz Medina Ríos MKT / 435 Comportamiento del consumidor Prof. Vionesse Serra-García 17 de septiembre de 2012 Influencias externas e internas La conducta del consumidor es influenciada por factores internos y externos. Estos factores son los que llevan a un individuo a comprar o no algún producto servicio. A continuación se analiza el impacto que tienen las influencias internas y externas en la conducta del consumidor y las estrategias de mercadeo. Se han seleccionado tres influencias externas y tres internas para analizar como influyen en la estrategia de mercadeo del producto Skippy. Por último, se identifican los factores del medio ambiente que pueden influenciar la percepción del consumidor sobre el mensaje de mercadeo asociado con este producto. Entender la mente de un consumidor es un proceso difícil y de mucho análisis. Es importante tener en cuenta que ningún factor por sí sólo explica por qué los consumidores se comportan de una u otra manera. Por el contrario, hay factores externos e internos, además de los factores ambientales que contribuyen y ayudan a resolver algunas de las tendencias del consumidor. El comportamiento del consumidor se puede definir como el estudio de los individuos, grupos u organizaciones y los procesos que utilizan para seleccionar, obtener, usar y disponer de los productos, servicios, experiencias o ideas. Esto para satisfacer las......

Words: 1896 - Pages: 8

Premium Essay


...Consumer Behavior Paper Pauline Cahill MKT/435 December 16, 2012 Dr. Maria Church In this paper, I will be discussing the definition of consumer behavior and how it relates to the subject of marketing. I will be selecting a product that I purchased recently and how the 4 P’s, product, price, promotion, and place affected my decision. Consumer behavior “It is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires” (Solomon, 2009, p. 7). Marketing affect us all in a daily basic whether we know it or not.   It plays an important role for the consumer who is purchasing.   It helps create a decision for a consumer to buy or not to buy.   It helps bring for clarity and product knowledge in the purchasing the right item. Some people would search everywhere to find the best deal and save money.   The companies that will come out in the top are companies that know how to market and feed on the public by what is popular and current. The 4 P’s in Marketing are product, price, promotion, and place. The first P in the marketing mix is the Product. A company has to develop a product or service to sell. The product life cycle begins with the development of the product based on customer needs and wants as determined by marketing research. Place is the second P in the marketing mix. Is your place of business located in a convenient, attractive location? When we......

Words: 665 - Pages: 3

Premium Essay

Mkt 435 Week 1 Dq's

... * WEEK1-DQ#1: (DUE: Wednesday, July 25th)Min. 200 Word Count: Class, According to Hawkins-Mothersbaugh-Best the definition of consumer behavior “…is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.” Hawkins, D., Mothersbaugh, D., Best, R. (2007). Consumer Behavior: Building Marketing Strategy, 10th Edition [University of Phoenix Custom Edition e-text]. The McGraw−Hill Companies. Retrieved January 24, 2010, from University of Phoenix, MKG485 – Consumer Behavior Course Web site. Question: What considerations do you feel a marketing manager in today’s world should make in terms of consumer behavior? In terms of your current or past employer what processes did consumers go through to become your client? What was the impact of this process on your client and or society? ANSWER: According to Hawkins, Mothersbaugh & Best (2007), “At its current state of development, consumer behavior theory provides the manager with the proper questions to ask. Given the importance of the specific situation or product category, it will often be necessary to conduct research to find the relevant answers to these questions.” (p. 7). In terms of consumer behavior, Marketing managers in today’s world should know the following about their customers: * What they think about the product of the company...

Words: 1083 - Pages: 5

Free Essay

Mkt 352

...MKT 352 26 September 2013 Listening Assignment Over the weekend I decided to practice my effective listening skills on my roommate. We usually talk when she gets home from class, however I tend to cook my dinner or continue working on homework as she talks about her day. This time, when she got home from class I put aside my laptop and books and sat across from her at the kitchen table. I could tell she was irritated about something so I asked her how her day was. I made direct eye contact when I asked her this question. She immediately began to vent to me about missing the bus, being late to class, and the amount of work she was assigned. Though there were times I was tempted to jump in and share my story from the day I refrained and instead only asked small questions about her day to get her to open up more. Towards the beginning of the conversation she seemed distracted and kept looking off other places while talking, however the longer I reinforced that I was interested in what she had to say and the more I attempted to make eye contact with you the more she relaxed. She then began meeting my eyes as she talked. At the end of the conversation she in turn asked about my day. It was nice to each get to share out stories to someone who was clearly interested in listening to what we had to say. Throughout the week I paid extra attention to not only my body language, but the body language of others. In one instance I noticed that a member in my group......

Words: 560 - Pages: 3

Premium Essay

Mkt 435 Week 2

...In business terms marketing is concerned with fulfilling the consumer’s wants and needs. Marketing is the managed development where services and goods flow from concept to the consumer. To determine these wants and needs consumer behavior must be analyzed and determined. Using the 4P’s of marketing determinants which are product, price, place, and promotion can promote a successful launch of a product. Within this paper consumer behavior as it correlates with marketing will be described. A recent purchase will be divulged along with a description of how the 4P’s of marketing affected the writer’s acquisition choice. Marketing’s aim is to direct and form consumer behavior. According to, “Consumer Behavior Building Marketing Strategy” consumer behavior is “the study of individuals, groups, and organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society(Hawkins, 2007).” Consumer behavior is an intricate part of marketing. Without it marketing would not be whole. Some consumer behaviors are deeply rooted such as external presences such as the consumer’s culture, home life, demographics, and social status. Other internal factors such as emotions, attitudes, perceptions, memories, and learning are moldable attributes that have the capacity to sway in another direction. When a business forms a marketing strategy they gather......

Words: 844 - Pages: 4

Premium Essay

Psy 435

...Improving Organization Retention PSY 435 April 12, 2014 Dr. Theresa Watts University of Phoenix Trying to run an organization is not an easy task; trying to run it successfully is even more difficult. Various aspects need to be taken under consideration when an organization is working towards the same purpose and goal. Clearly, intention alone will not assure that the work is done, is done accurately to the expectations of others, and leads to reaching the desired goal. Many factors such as cultural, gender, different ideas and conceptions, and even one’s age can interfere with this process. Motivation and the right kind of leadership are enormously important in determining how the turnover of an organization will turn out and if an organization is functioning properly and successfully. Without the right kind of motivation, most likely, less will be accomplished and employees are more prone to making mistakes. Without the right kind of leadership, problems will get out of hand and frustration will most likely develop. How unproductive an organization is can be seen in the given scenario. JC’s Casino is an organization with various problems. Therefore, the author of this paper will describe the problems occurring at JC’s Casino while offering two or more work motivation theories to help with employee recruitment and retention at JC’s Casino. Additional occupational stressors that......

Words: 1755 - Pages: 8

Premium Essay

Hsm 435

...Disaster Assistance Resources Name goes here HSM 435 Professor Ballou 27 May 2013 The town that I live in is XXXX, XX which is actually a borough; the total population is less than 5000 and therefore does not have its own disaster website. The county seat which is the town of XXXXX, also in XXXX County is also lacking in its own web based information source. The state site does have links and information available for this purpose and simply lists contact phone numbers for the individual counties and some of the larger towns. Two of the largest resources available at the state site are preparedness checklists for a multitude of disasters both natural and manmade. There is a larger focus on the natural disasters since just last year so much damage was caused by Hurricane Sandy, and now as the beginning of the hurricane season starts again. There are, of course, checklists and preparation tips available for man-made disasters, again in light of the recent bombing in Boston just a few weeks ago. Some of the type information available is explained by this taken from their website: “Search for “EMERGENCY MANAGEMENT COLLECTION” at the New Jersey State Library’s Website. These materials are available for New Jersey citizens, and to emergency managers, government officials, emergency responders, teachers, engineers and corporate emergency officials in New Jersey who need to prepare or respond to any emergency situation. Materials include handbooks,......

Words: 1141 - Pages: 5

Premium Essay

Mkt 500

...MKT 500 Dr. Hossein Kamarei 10/11/10 Chapter 1: What Is Marketing (discussion questions?) (1.) When it comes to the terminology marketing a lot of people assume that marketing just deal with the fact of sales and advertising. Where people can call over the phone or possible go door to door to people homes and make people buy things that they don’t need, or possibly can’t afford when the items are being presented in front of them. Another concept is that the individuals that market things, marketers like to constantly call folks all time of the day and night. This can be annoying especially when folks are eating their dinner are getting ready for bed. The entire concept of marketing is that it’s the exchange between a firm and its customers. Meaning that the firm wants something from the company and vice versa. This allows the company to focus on what the customers wants are and how they (firm) can generate income from this notion. It’s the same difference when an individual is purchasing a car, you were prefer to purchase a car with less mileage and warranty instead of purchasing one from a used shop without a warranty and high mileage. (2.) When it comes to brands that I like when it comes to sodas, I prefer Pepsi and Mt. Dew sodas. I prefer these beverages because these were the sodas I grew up on. Their taste is just perfect and refreshing to me, and it’s not a drink out there that can replace them. Although for one two liter soda I’m paying the price of......

Words: 758 - Pages: 4

Premium Essay

Mkt Syllabus

...International American University Department of Business The University Catalog and Student Handbook supplement this syllabus and are available through IAU Online as a digital soft copy. Please make sure that you review the University Catalog and Student Handbook so that you can be successful in this course. 4201 Wilshire Blvd., Suite #610 ♦ Los Angeles, CA 90010, CA, U.S.A. ♦ T: (323) 938-4428 ♦ F: (323) 938-4-4429 ♦ E: MKT 500C Marketing Management Syllabus Instructor Name: Instructor Phone: Instructor Email: Campus / Room: Mode: COURSE DETAILS Christopher Lloyd, MBA (310) 594-1023 Main Campus – B Hybrid Term/Year: Days: Time: Start: End: Fall S2, 2015 Wednesdays 6:00pm - 10:00pm October 26, 2015 December 18, 2015 Christopher Lloyd earned his MBA with a concentration in Information Systems from California State University Long Beach in 2012. Professor Lloyd teaches as an adjunct professor for courses in management, marketing, business, information systems management, and computer information systems for undergraduate and graduate level courses. His responsibilities include teaching and mentoring undergraduate and graduate students, and attending conferences and symposiums addressing strategic management, digital marketing, and search engine optimization. Professor Lloyd's "learning through application" approach earns him high praise from his students. His genuine interest in their career......

Words: 9115 - Pages: 37

Premium Essay

Mkt 487

...MKT 487 Notes 4p’s Price Product Place Promotion MKt mx Utility Form- Physical- low influence take the pieces of our product that are superior and make them sound good Ex. Margine and Butter you can substitute it Time- When its available, time it takes to distribute, and saves time Task/service- something you don’t want to do ( clean your house , do your tax and etc,) Place/conv.- easily accessible Possession 4 E’s in Social Media Engage- Twitter, Facebook, snap chat, youtube Explore Educate- Facebook, blogs, youtube Entertain-youtube, snap chat *Market Segmentation- who they target and where they want to sell *Core competences- something you do well We should try to sell something we are good at making- Should incorporate in your strategy Gravity credit payments Case Relationships- to other businesses/clients Process credit cards Increase level service Social experiments- every one will make $70,000 a year You need to look external and internal issues- political environment, consult with their customers Mission statement- needs to be narrow and to the point of what the companies believe and who their customers are 1. Find them 2. Get to know them 3. Understand what they like 4. Know what you can offer for and use it to add to their happiness 5. Adapt and grow as they change 6. Get to know them on a level when know what they need before they ask 7. Be proactive in the relationship 8.......

Words: 279 - Pages: 2

Premium Essay

Mkt 435 Rank Pride in Excellence/Mkt435Rankdotcom

...MKT 435 All Assignments FOR MORE CLASSES VISIT MKT 435 Week 1 Consumer Behavior and Marketing Paper MKT 435 Week 2 Porsche Case Study MKT 435 Week 3 Part I Consumer Behavior and Marketing Strategy MKT 435 Week 3 How Attitudes are Influenced MKT 435 Week 4 Part II Consumer and Behavior Marketing Strategy MKT 435 Week 4 Examine a Communication Tool MKT 435 Week 5 Final Consumer Behavior and Marketing Strategy MKT 435 Week 5 Consumer Decision Making Process Analysis --------------------------------------------------------------------------------------- MKT 435 Week 1 Consumer Behavior and Marketing Paper FOR MORE CLASSES VISIT Choose a company with which you are familiar. Prepare a 1,050- to 1,400-word paper in which the interrelationship between consumer behavior and marketing is discussed. Find three specific examples of the company’s marketing strategy and its relationship with consumer behavior. Examples may include mission/value statements, print advertising, website content, press releases, among others. Using these examples, what is your opinion of how the company uses the understanding of consumer behavior to create and implement its marketing strategy? Discuss each example you found using specific information. Include a screenshot or copy of the marketing pieces you examined. Format the paper consistent with APA standards. --------------------------------------------------------------------------- MKT 435...

Words: 1034 - Pages: 5

Premium Essay

Mkts Strategy

...Defend market share 3. Expand market share MARKET CHALLENGER STRATEGIES 1. Define strategic objective and opponents 2. Choosing an attack strategy MARKET FOLLOWER STRATEGIES MARKET NICHE STRATEGIES ================ A. 1. MARKET LEADER STRATEGIES EXPAND TOTAL MARKET • New Users E.g.: perfume:--> non-users (mkt-penetration strat) --> men (new market strat) --> other countries (geo-expan strat) E.g.: J&J Baby shampoo: birthrate declining --> ads target adults --> leading brand • New uses Cereals: as snacks --> increase frequency of use OJ: “not for breakfast anymore” Du Pont nylon: parachute-->pantyhose-->blouses & shirts --> auto tires -->seat belts --> carpeting Arm & Hammer: baking--> fridge deodorant --> quell kitchen grease --> carpet/pet deodorant --> bath tub relaxant --> toothpaste --> ???? • More usage: Michelin: want French to drive more --> rate restaurants (best in south --Provence & Riviera) --> publish guidebooks with maps and sights along the way 2. DEFEND MARKET SHARE • decide where to defend • continuous innovation along Mktg Mix Position defense: - purely defensive not enough --> must take offensive counter-measure Eg: Coke --> multi segments of cola mkt --> enter wine market --> acquire fruit drink companies --> desalination equipment --> plastics Flanking defense: - guarding territory not enough - create outposts/flanks: --> protect weak front --> invasion base for counter-attack Eg: Hyvee: supermkt still dominant yet facing challenges from other......

Words: 1301 - Pages: 6

Premium Essay


...Running Head: IMPORTANCE OF MARKETING Importance of Marketing Jason McCleney 3/10/2012 ADA ACC. MKT/421 Stephen Fritzenkotter Definition of Marketing In a moral formal setup, business and non-business organizations are also involved in marketing. The products that are marketed can be goods or services. A place, an idea, an individual or even a cause, can be marketed. Many management thinkers consider marketing to be most critical function of a business. In a business organization, the marketing division generates the revenues essential for the survival and growth of the firm, the finance department manages these revenues and the department like R&D, production or manufacturing uses them to create products and services (Kotler, 2009). But the real challenge to the markets lies in generating those revenues profitably, by satisfying customers in a socially responsible manner (Kerin, 2009). In my point of view marketing is an activity of producing, promoting, and providing goods and services to customers and businesses. It is a process of creating and directing an organization to sell goods or services that people are willing to buy. Marketing builds and maintains a preference for a particular product and company within the target market. It involves acquisition of new customers and retention of existing customers. American Marketing Association was proposed definition of marketing in 1985, which is as follows: “Marketing is the process of......

Words: 771 - Pages: 4

Premium Essay

Psych 435

...Industrial and Organizational Psychology Melissa Wojcik PSY 435 May 28, 2012 James Cunningham Industrial and Organizational Psychology The area of industrial and organizational psychology has been studied since the infancy of psychology itself (Spector, 2008). Originally, industrial and organizational psychology was concerned with the industrial side of the field that concentrated on the management aspects of business and emphasized human resources as opposed to the organization side, which is concerned with improving work conditions in the workplace. As the field has grown over the years it has come to include the complete range of industry and organization. Strictly speaking, industrial and organizational psychology is defined by “an applied field that is concerned with the development and application of scientific principles to the workplace” (Spector, 2008, p. 5). On the practical level, the aim of industrial and organizational psychology is to, “improve the quality of the environment for employees as well as to increase the effectiveness and efficiency of employee behavior in that environment” (Barnes-Holmes, 2006, p. 56). The concise definition and practical application of industrial and organizational psychology are only the capstone to an understanding of the length and breadth of the field. A full examination of the evolution of industrial and organizational psychology as well as an explanation of how research and statistics work throughout I/O psychology are...

Words: 1115 - Pages: 5