Consumer Purchase Stages and Big Data in Marketing

Stage 1: Has a Need (Thirsty)

(HAS A NEED) Stage 1: The consumer is "thirsty", desire to cool down ... "the spark of life" (de Goizueta, 2000: stomach quota). Multimedia advertising policy, PLV 4.84% (solo medios) sobre ingresos.

Stage 2: Decides How to Satisfy It

(DECIDES HOW TO SATISFY IT) Stage 2: Inside or outside the home? Be available at all times and in all places (Woodruff, 1960: an arm’s reach of your desire). Route to the universal market: 8% coste de la ruta al mercado.

Stage 3: Decides What to Buy

(DECIDES WHAT) Stage 3: "Buying mission" — immediate need (bar, vending machine, traditional). Purchase for consumption later (routine purchase, super; load purchase; hyper). Multi-format product policy.

Stage 4: Decides Where to Buy

(DECIDES WHERE) Stage 4: Mercadona or Ahorramás? Bar Pepe or Knee? Discount and pricing policy. Collaboration agreements with clients.

Stage 5: Makes the Purchase

(MAKES THE PURCHASES) Stage 5: Purchase in the linear (implementation, planograms). Promotion and exhibition. Store replacement. Promotional policy, merchandising, trade marketing — 3% sobre ingresos.

Stage 6: Evaluates the Purchase

(EVALUATE THE PURCHASES) Stage 6: Customer service, RRII, PR. Customer and consumer service policy. RSC. Inversión SAC.

Big Data

Big Data is a term used for datasets (collections of data). These datasets are so complex and humongous that commonly used data processing application software is completely unable to handle them. Big Data comprises capturing data, data analysis, data storage, sharing, search, transfer, querying, visualization, information privacy, and updating.

There are some alluring benefits of Big Data such as:

• It is quick in obtaining valuable insights.
• It performs better analysis and enhances the performance of a business.
• It reduces risk and helps in better decision-making.
• It manages massive amounts of data without trouble.

Contiene las 6 V:

• Volume: the amount of data from myriad sources.
• Variety: the types of data: structured, semi-structured, unstructured.
• Velocity: the speed at which Big Data is generated.
• Veracity: the degree to which Big Data can be trusted.
• Value: the business value of data collected.
• Variability: the ways in which the Big Data can be used and formatted.

Segmentation, Targeting, Positioning & Differentiation

Segmentation is a crucial marketing strategy. Its aim is to identify and delineate market segments or "sets of buyers" which would then become targets for the company's marketing plans. Targeting is to identify which of these segments are relevant and profitable, and to stick to this decision through the marketing planning process. Positioning is to arrange a market offering to occupy a clear, distinctive and desirable place relative to competing products in the mind of target consumers. Differentiation is to differentiate the market offering to create a superior customer value.