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8/08/2017

Advertising Management Notes

Advertising Management Notes

Advertising Management Notes

The aim of MBA Advertising Management Subject is to acquaint the students with concepts, and techniques; and to give experience in the application of concepts for developing an effective advertising programme. 

MBA Advertising management is a four module subject, the first module deals with the general introduction of advertising and its importance, it will also discus the functions in the organization and the main duties of advertising manager. The second module is about Advertising strategies, it will explore the communication mix, creation of advertising program. The third module is about advertising media, it deals with different classification of different media, its planning, scheduling, selection and evaluation. The last module is the management of advertisement , it deals with advertising budget , control and administration, it also covers the social responsibility in advertising.

Marketing Management Notes

Marketing Management - The purpose of MBA Marketing Management Subject is to develop an understanding of the underlying concepts, strategies, and issues involved in the marketing of products and services.
The purpose of MBA Marketing Management Subject is to develop an understanding of the underlying concepts, strategies and issues involved in the marketing of products and services.

Marketing Management contains five modules namely Marketing Concepts and Challenges; Marketing Planning and Control; Marketing Mix, Understanding Customer and Marketing Information System; and Marketing Strategies. It explores the following topics in detail; Social Marketing, Marketing Mix, Customer Value, Competitor Analysis, Consumer Behaviour, Demand Forecasting, Market Segmentation, Targeting and Positioning.

International Marketing Management Notes

The purpose of MBA International Marketing Management Subject is to develop an understanding of the underlying concepts, strategies and issues involve in the marketing of products and services in more than a nation or globally.
The purpose of MBA International Marketing Management Subject is to develop an understanding of the underlying concepts, strategies and issues involve in the marketing of products and services in more than a nation or globally.

International Marketing Management contains eight modules namely - International Marketing Environment; Understanding Customer Buying Behaviour; International Marketing Research; International Product Management; International Marketing Communication;  Distribution and Logistics; Strategies of Pricing; and Evaluation and Control.

Human Resource Management

The objective of MBA Human Resource Management Subject is to provide fundamental understanding of Human Resource Management value chain. The subject aims at helping students understand, appreciate and analyse workforce at managerial and non- managerial levels.
The objective of MBA Human Resource Management Subject is to provide fundamental understanding of Human Resource Management value chain. The subject aims at helping students understand, appreciate and analyze workforce at managerial and non- managerial levels. The Subject also intends to ensure that they develop sound knowledge and critical awareness of issues of theoretical and practical relevance.

This course requires an ability to analyze and understand the concepts and a keen eye for observing how Human Resource Management policies and practises affect organizational working.

Marketing Notes - Consumer Buying Behaviour

Question - What do you mean by consumer buying behaviour? Also describe various factors or forces that influences consumer buying behaviour.

Answer

Introduction

In today’s era of the ever changing business environment, many firms strive hard for their sustenance and their stake in the market. With the growing advancement of technology, the growing globalization, increasing socio-economic involvement of businesses in foreign countries and the rising political interference in corporate world, it is becoming very challenging for organizations to manage and develop their business.

Customers have a very crucial role in the success of any organization since they are the people who generate revenue for the organization by buying, using and influencing others to buy their products and services. Hence, companies always want to know what makes the customer buy or not to buy their products and services. The perspective of marketing is about creating demand for the organization’s products and services and also fulfilling their customer needs – present or future. For this reason, it is imperative that marketing professionals recognize the manner in which the consumers react when they are exposed to available options varying in price, payment mode, and purchasing and delivering method.

From a point of view of a buyer, now-a-days it has become quite difficult to make a purchase decision as a result of so many available options which are so close in comparisons. It is difficult for consumers to decide on what they should spend their time, efforts, energy and money. There are several factors in the background playing a significant role to take customers to the final decision. On the other hand, it is very difficult for organizations to know on what the customer will spend their time, efforts, energy and money. Therefore, it is very crucial for their marketing team to understand the consumer buying behaviour.

The study of consumer behavior is very essential in the field of marketing as it helps firms to construct smarter marketing strategies by getting an insight about what affects the decision making of consumers. The purpose of this post is to analyze the theoretical aspects of consumer buying behavior and the factors that influence it.

Definition of Consume Buying Behaviour

According to American Marketing Association, consumer behaviour can be defined as "the dynamic interaction of affect and cognition, behaviour, and environmental events by which human beings conduct the exchange aspects of their lives."

According to Hawkins, Best, and Coney, 2001, p7, Consumer behaviour can be defined as "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."

According to Satish K. Batra and S. H. H. Kazmi, 2004, Consumer behaviour is "the mental and emotional processes and the observable behaviour of consumers during searching purchasing and post consumption of a product and service."

Meaning of Consumer Buying Behaviour

Consumer Buying Behaviour is a complex and dynamic decision process; and physical activity of evaluating, acquiring, using, or disposing of products and services. Developing an effective marketing strategy requires in-dept knowledge of target consumers and how they behave and make their buying decision. Proper study of consumer behaviour is important as all marketing decisions are based on assumptions about consumer behaviour.

Consumer buying behaviour has two aspects - final purchase behaviour and decision making process. Purchase behaviour is visible to us, but the decision making process involves number of complex variables which are not visible to us. Purchase behaviour is the end result of long decision making process. Study of consumer behaviour attempt to understand the decision making processes of buyers.

Consumer buying behavior refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants. There are different processes involved in the consumer behavior. Many factors, specificity and characteristics influence the individual in what he is and the consumer in his decision making process, shopping habits, purchasing behavior, the brands he buys or the retailers he goes. A purchase decision is the result of each and every one of these factors. Initially the consumer tries to find what commodities he would like to consume, then he selects only those commodities that promise greater utility. After selecting the commodities, the consumer makes an estimate of the available money which he can spend. Lastly, the consumer analyzes the prevailing prices of commodities and takes the decision about the commodities he should consume. Meanwhile, there are various other factors influencing the purchases of consumer such as social, cultural, economic, personal and psychological.

Factors Influencing Consumer Buying Behaviour

Following are the forces or factors that influences consumer buying behaviour :-
1) Psychological Factors
2) Social Factors
3) Cultural Factors
4) Economic Factors
5) Personal Factors

Psychological Factors that influences consumer buying behaviour :-
a) Motivation
b) Perception
c) Learning
d) Beliefs and Attitude

Social Factors that influences consumer buying behaviour :-
a) Family
b) Reference
c) Role and Status

Cultural Factors that influences consumer buying behaviour :-
a) Culture
b) Sub-culture
c) Social Class

Economic Factors that influences consumer buying behaviour :-
a) Personal Income
b) Family Income
c) Income Expectations
d) Liquid Assets
e) Government Policy

Personal Factors that influences consumer buying behaviour :-
a) Age
b) Income
c) Occupation
d) Life Style
e) Personality

8/02/2017

Product Mix

Question - What is product mix? Explain product mix decisions.

8/01/2017

Green Marketing

Question - Define the term Green Marketing; and explain why green marketing is important?

3/20/2017

Marketing Challenges

Question - What are the marketing challenges that business organizations are facing today? Can you suggest ways to overcome these challenges?

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