Marketing and Buying Decision

Principles of Marketing Principles of Marketing 2012 Name Robert Barnes Student issue 21154021 conception University of West London Word count 1455 2012 Name Robert Barnes Student Number 21154021 Institution University of West London Word count 1455 control board of limit 1. 0 Introduction2 2. 0 Question 1 3 2. 1 genius 3 2. 2 Motivation6 2. 3 Conflict6 3. 0 Question 2 8 Bibliography9 1. 0 Introduction The case study I have chosen to cover is Breezing turn out for a night on the tiles. It discusses the rise of the bonus pre-mixed drinks industry between 1995-2000, in particular the Bacardi Breezer brand.It looks at the merchandise practise which has taken place and the brand association the marketers aimed to achieve. In this report I ordain be exploring the get process involved when buy an pelter beverage, the influencing factors when making a ratiocination and the role that marketing plays, in these ratiocinations. The description of marketing is The management pro cess which identifies anticipates and supplies customer requirements efficiently and pro run shortably. Adrian Palmer 2004 personality noun (plural personalities)The nigga of characteristics or qualities that form an singles distinctive character Oxford mental lexicon 2012 ENTJ Frank, decisive, train leadership readily. Quickly see illogical and inefficient procedures and policies, stand up and implement comprehensive systems to solve organisational problems. Enjoy long-term planning and death setting. Usually well informed, well read, enjoy expanding their knowledge and passing it on to others. Forceful in presenting their ideas. Introduction to Type, Sixth Edition by Isabel Briggs-Myers 1998 2. 0 Question 1Q. Give an overview of how the get decision-making process might work for purchasing an alcoholic drink in a pub or club. How would this disagree when purchasing alcohol in a supermarket or off license? A. The Theory To answer this question we first need to look at th e theories in marketing associated to the buy process, influences and behaviours. Diagram 2. 0 is the structure of the purchasing process based on the Cognitive Paradigm theory (Pickton and Broderick 2001) which focuses on the individuals thought process, during a buying decision.It assumes that the buying decision is approached as a problem solving activity and that the consumer is being rational throughout the process. It is widely used as the default theory by marketers and sales professionals when structuring campaigns. It does not however accurately describe the process that occurs during extreme impulse or irrational purchases, which be both, almost intangible processes. For the purpose of this exercise, we will assume that the responsible purchase of alcohol is approached, both rationally and thoughtfully. Diagram 2. 0 The Buying make. Source Marketing Communications, by tooshie Egan. 2007) timbre 1 of the process is the Problem Recognition. This is the identification of a need, such as I am hungry, therefore I need to eat. It base however be very complex and the consumer may require teaching or informing in advance recognising a problem exists, such as a dentist telling you, you need a filling, even though you hadnt felt any pain in that tooth. Marketers mess act this step by feeding information to consumers for goods and services, they hadnt realised they needed. Step 2 of the process is the Information explore.This is when an individual has identified a need still may need to research to find the undecomposed termination. For example, if a student identifies a need for a computer, but has a limited budget, he or she might research information to cite the best plectrum for the budget they have. This step can skipped if the consumer has enough knowledge, regarding the thinkable solutions. Step 3 of the process is Evaluation. This is when more than one option is available to solve the identified need, and the consumer wants to experi ence these before purchasing. An example would be somebody test driving multiple cars before purchasing one.Effectively they will all satisfy the same need, but the consumer wants to know what the experience is, before making the decision. This step can skipped if the consumer has previous experience or is clever with a certain product or service beforehand. Step 4 of the process is Decision. This is simply the final choose for a solution to the identified need, after weighing up all options. Again, a consumer can move directly to this step from Problem Recognition if enough forward knowledge exists. Step 5 of the process is Purchase. This is when the decision is kill and the goods or services are acquired.Step 6 of the process is Post-Purchase Evaluation. This is when you bother you satisfaction with your product or service after you have acquired it. If a great experience is had, it will lead to a higher comparablelihood that you will purchase that product or service again. A pplying the theory Table 2. 0 is an application of the above theory, for an individual going through the buying process at both a club and supermarket. Buying Process Step Nightclub or Pub Supermarket Problem Recognition * A want to let loose. * A need for confidence. * A desire to fit in or stand-out. An aspiration to impress. * Alcohol for cooking. * Thoughts of a night in. * A desire to relax and unwind. * Drinks for guests and friends. * Cheap drinks before going out. Information Search * Advertisement around the club. * Bottles behind the bar. * Drink & cocktail menus. * What others are insobriety. * Peer and/or social pressure. * The label on the bottle. * Prices and special offers. * Staff knowledge. Evaluation * gustatory sensation a friends drink. * end of the bottle. * Recognition of a brand. * Description on label. * Design and quality of bottle. Alcohol percentage. * Brand recognition. Decision * Information processed and decision made. * Information processed and decision made. Purchase * mass of exchanges in cash. * Majority of exchanges by credit card. Post-Purchase Evaluation * Did that get me drunk? * Did I like the taste? * Do I want another one? * Did it impart me a hangover? * Did I like the taste? * Was it good protect? * Will I buy it again? * Did it get me to the desired aim of drunkenness? Table 2. 0 The Buying Process of Alcohol in Different Environments.What this application of theory shows, is that there are different factors in play when buying alcohol in a club or pub compared to a supermarket, but the process remains the same. These factors are different mostly due to the environment, information availability, the individuals intent and marketing strategies. If selling a drink in a club or pub it is more important for your drink to be seen as calm socially and price is less of a factor whereas if selling in a supermarket, your drink needs to be competitively priced yet still demonstrate a level of quality. 3 . 0 Question 2 Q.Detail the individual and company influences that are likely to affect someones excerpt of drink brand? A. The Theory Diagram 3. 0 demonstrates the individual and conference influencing factors when making a buying decision. Diagram 2. 1 Factors affecting buying decisions. (Source Marketing Communications, by John Egan. 2007) Our strongest influences when making a buying decision are our internal beliefs and determine. These include Attitude, Perception, Learning, Memory and Motivation. The next in harm of influencing power are Primary Groups. Primary groups are made up of close friends, family and people who you respect.You are affected by these groups by the opinions and values they hold. The next group in terms of influencing power is the Secondary Group. This group is made up of people you know but not closely, or people who you may aspire to be like. Lastly there are influences depending on your Culture, Race or Religion, that will affect your decision wh en buying something. There are also External factors that include things that are beyond your control, such as Fashion, Law, Time ect. So how do these factors affect someone when buying an alcoholic drink?Well if I was out with my family, I would be unlikely to order shots, as they would not approve, whereas if I was out with close friends, then this would be the opposite. The secondary group has the same effect, but is less powerful in its influence. 4. 0 Question 3 Q. explain the roles of the various marketing activities described in this case in influencing consumer behaviour. A. In 2000 Bacardi spent ? 14m on a campaign to promote their brand Bacardi Breezer. The intellectual to do this is to influence people decisions when making a buying decision. Bacardis first large campaign was in 1999 when they spent ? 5. 6m.The campaign was headlined with the catchword theres Latin spirit in everyone aimed at the 18-24 year old market. This campaign was created to give the brand an exo tic, cool to be seen drinking appeal and was aimed at the demographic that would most likely be drinking in an environment where these factors we important in their buying decision. This campaign formal Bacardi Breezer as one of the major players in the alco-pop industry. Bibliography * John Martin, 2010. organizational demeanour & Management. 4th Revised edition Edition. South Western Educational Publishing. * John Martin, 2004. Organizational Behaviour And Management. Edition. Thomson Learning. * Laurie J. Mullins, 2006. Essentials of Management and Organisational Behaviour. Edition. FT Press. * Isabel Briggs Myers, 1998. Introduction to Type A Guide to Understanding Your Results on the Myers-Briggs Type Indicator. 6th Edition. Center for Applications of. * Adrian Furnham, 2008. Personality and Intelligence at Work Exploring and Explaining Individual Differences at Work. 1 Edition. Routledge. * Stephen P. Robins, 2010. Organizational Behaviour. 1 Edition. Pearson Books. * John Ivancevich, 2010. Organizational Behavior and Management. 9 Edition. McGraw-Hill/Irwin