Analysis of the Relation between Consumer Behaviour and Applying of the Marketing Mix

Essai , 2017 , 23 Pages , Note: B

Gestion d'entreprise - marketing en ligne et marketing hors ligne

Customers search consciously for products but they also search much more unconsciously for products and services to satisfy their needs. In many cases, however, it is not the targeted rational purchase, but the marketing, which encourages the customer to buy.

Successful marketing, however, presupposes that providers of goods or services know exactly the background of the purchasing behaviour, the current or latent needs of their customers and the current trends in purchasing behaviour. Only then, can a successful marketing model be developed from a mix of marketing tools.

For this reason, consumer behaviour research is of great importance.

Table of Contents

1. Analysis of the Relationships between Consumer Behaviour and the Application of an optimal Marketing Mix
1.1 Introduction
1.2 Principles of Buyer and Consumer Behaviour and those Responsible for Purchasing Decisions
1.3 Determination of Consumer Behaviour
1.4 Influence of the Functioning of the Human Information Processing Procedure
1.5 Other Determinants

2. Influence of New Trends in Consumer Behaviour and Consideration of Consumer Groups
2.1 Preview
2.2 Definition of New Consumer Images

3. Consideration of the Product Decision-Making Process
3.1 Unconscious Buying Behaviour
3.2 Impact of Involvement on Advertising Media
3.3 Application of Marketing Measures For Low-Involvement Customers
3.4 Outlook

4. The Design of the Marketing Mix
4.1 Definition: the Marketing Mix
4.2 Marketing Mix Planning
4.3 The Goal of Marketing Mix Planning
4.4 Implementation of Marketing Mix Planning in Practice
4.5 Marketing Controls
4.6 Case Study of a Gastronomy Restaurant

• Université: University of Bratislava (UNIVERSITY OF ECONOMICS IN BRATISLAVA)
• Note: B
• Auteur: Dipl.-Ing. Dipl.-Wirt.Ing. Siamak Hadifar (Auteur)
• Année de publication: 2017
• Pages: 23
• N° de catalogue: V368209
• ISBN (ebook): 9783668466333
• ISBN (Livre): 9783668466340
• Langue: anglais
• mots-clé: analysis, relation, consumer, behaviour, applying, marketing