Summaries of Five Lectures Research Paper Example | Topics and Well Written Essays - 1000 words

Summaries of Five Lectures - Research Paper ExampleOften companies overlook the true(a) cause by focusing on the tip of the iceberg. At this stage, companies also decide whether to undertake exploratory (exploring the motivations of consumers), descriptive (answering questions such as what, where, when, how) or causal (establishing cause-effect relationships in consumers behavior) research. Next, a plan is formulated which is implemented by collecting either primary or secondary data is the desired manner. at that place are two main types of research qualitative (comprising of focus groups, observations and third-person techniques) and quantitative. Primarily, companies engage in research by employing the four core media that is, telephone, internet, mail and face-to-face conversations. For instance, Pepsi conducted a blind-taste test (known as Pepsi Challenge) where consumers were told to taste two cups (one with Pepsi one with degree centigrade). The results revealed that Pepsi was the popular choice amongst Americans. Lecture 3 discusses the three core steps of marketing namely segmentation, targeting and positioning. division refers to grouping the population into categories based on common characteristics pertaining to behavior, psychographic elements or profile of customers. Segmentation based on behavioral aspects t leftovers to focus on the purchase behavior, benefits, features, drill patterns as tumefy as perceptions of the customers. Psychographic segmentation is based on lifestyle patterns and personality traits of the customers. Profile refers to categorizing the market based on age, income and socio-economic status. Targeting comes after segmentation and refers to the pickax of one or more such groups towards which the elements of the marketing mix are aimed at. These segments are evaluated on the basis of criteria such as their potential profitability, size, as well as their coherence with the organizational goals. Finally, positioning refe rs to the whole or space in customers mind that the company wishes to acquire. In short, the company decides the area in which it would separate itself from competitors as well as how it intends to do so. For example, Diet Coke positioned itself against Coke Zero by appealing to a different target market (women) compared to Coke Zero that targeted athletics and sportsmen. Lecture 4 discusses the buyer behavior process. This begins with an analysis of the various roles that consumers take on as initiators, influencers, deciders, buyers and users. A personal consumer is one who is the end user of the growth bought, whereas, an organizational consumer is one who buys with the intention of using the product in the manu positionure of some other product. The process of making decisions involves recognition of the fact that the consumer has an unsatisfied need which he/she attempts to satisfy, searching for potential ways to satisfy that need, evaluating alternative products on the basi s of various criteria, purchasing and finally, evaluating the decision in retrospect. When the product falls short of the customers expectations he/she may experience cognitive dissonance. Consumers purchase products owing to peer pressure (for instance, a Mercedes to show glum his status) as well as his/her personality traits (for instance, drinking ground coffee instead of Nescafes 3-in-1 satchel). The buying process for organizations is far more complex and involves a more rational, well-informed choice as opposed to purely hedonic or impulsive behavior