The complexity of management decision-making has greatly increased during recent years throughout the world. This is especially true with respect to the marketing activity is located at the interface between the firm and every changing environment, dynamic factor such as rapidly changing characters of most markets. (Example: Population, Growth, Rising incomes and shift in the age composition); the increase of composition from variety of sources (not only other branch of the same product); and rapidly changing technology give the rise to the growing difficult of making marketing decision.
Most management groups are far removed from their customer the individuals who in the final analysis determine the success or failure. A complicated system of branch offices, whole-seller and retailers operates between the manager and widely scattered customers. Consequently, the executive who must make marketing decisions has no direct contact with the actual or the prospective customer.
The magnitude of marketing problems is increasing. To be successful in the business in the changing environment, it is necessary for the Marketing Executives to know who is customer are, what are their actual requirements and what his competitors are doing etc. It is necessary for the marketing firm, demand for the manufactured product before formulating any marketing strategy. Marketing research achieves this most of the times.
[...] Convenient goods are purchased with very little deliberation quite soon after the need form them is felt. Purchase of major consumer appliances, on the other hand is typically delayed after the need is first felt. Purchase activity is supposed to create a sequence of state-of-mind that brings the buyer closer to the act of purchase. These stages have been described as. Awareness- Knowledge- Linking- Preference- Conviction- Purchase The significance of pre-purchase activity for the marketer is the awareness that needs incubate for a time before crystallizing in purchase action Purchase Decision: Most felt that has a reasonable relationship to the person's mean eventually drive the person to make a purchase. [...]
[...] Stages in buying process: As an act, buying is typically more complicated than any other process. Customer is seen as going form a felt need to purchase feelings. Each step along the way processes a significant challenge to marketing management, both in understanding what is happening and in building an effective marketing programmed to capitalize on what is happening. Felt Need: The significance of felt need for the marketers is to suggest that purchases are boon in a set motivation for more fundamental than the particular product objects. [...]
[...] These inter-relations must be analyzed if an evaluation is to be made that might increase the overall efficiency of marketing role in helping to solve complex societal decision problems. These are signs that the marketing systems ability to promote consumption and to provide consumers with a growing range of choice is increasingly inconsistent with the needs of the larger society. One reason for this is that marketing decision has been made which expanded the range of consumer's products choice, but disregarded their environment impact. [...]
[...] Corporate gifting can be defined as method in which organizations gift their employees, clients, and prospective clients with gifts which enables them to maintain good relationship with them. The main objective behind corporate gifting is to make the client realize that he holds a special place. Over the years, the corporate gifting industry has grown in all parts of the globe. The industry has made giant strides in recent times in improving its machinery in terms of the scope, technology and speed. [...]
[...] Buyer Behavior: Buyer behavior may be viewed a an orderly process whereby the individual infracts with this or her environment for the purpose of making market place decisions on product and services. Every consumer goes through the some decisions process, which consist of the following stages: Problem Recognition, search for information, evaluation of information, purchase decision and post-purchase evaluation. The individual a specific behavior in the market places is affected by the internal factor such as needs, motives, perception, and attitudes, as well as by external or environment influences such as the family, social groups, culture, economies and business influences. [...]
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