Marketing Strategies: Consumer Behavior & Market Analysis

Approaches to Business Market

Production Orientation: Industrial Revolution

Characterized by the principle that all produced goods are sold. This approach prevailed during the Industrial Revolution, where new products were readily sold.

Product Orientation: Since the First Half of the Nineteenth Century

The focus shifted to producing goods with a certain degree of quality, assuming they would sell at an acceptable price.

Sales Orientation: Economic Growth Since the Second Half of the Nineteenth Century

A strong sales network was seen as the solution to output production in a competitive environment.

Marketing Orientation

Achieving long-term goals. Marketing is often used synonymously with advertising, sales, and market research. It can have negative connotations, such as misleading advertising or the artificial creation of needs, due to consumer dissatisfaction. Marketing aims to align business activities with consumer wants and needs, which is essential for company survival. Effective marketing is innovative and keeps businesses ahead of the competition.

Different Conceptions of Marketing

Specialized Marketing

• Non-Profit Institutions: Marketing related to non-anonymous profit institutions.
• Political: Ensuring collaboration in achieving objectives related to ideas.
• Election: Activities in campaigns.
• Social: Benefiting society in general.
• Public: Meeting social needs.

Specialty Marketing

• International: Techniques involving parties from different countries.
• Services: Essential part of marketing, applied to services due to their unique properties and importance.
• Industrial: Activities between companies.
• Food: Activities involving the exchange of agro-food products and services.

The Functions of Marketing Management

1. Analyzing the starting point.
2. Designing strategies.
3. Implementing actions.
4. Designing and controlling results.

Model of Consumer Behavior: Psychosocial Approach

An individual's behavior is determined by economic, internal, and external factors. The motivational approach suggests behavior depends on the underlying motivations. External variables + Company actions + Internal variables = Consumer = Purchase Decision.

Factors That Determine Consumer Behavior

• Cultural Factors: Culture / Social Class
• Social Factors: Reference Groups
• Personal Factors: Age and Life Cycle Stage / Occupation / Economic Conditions / Personality and Self-Image / Lifestyle
• Psychological Factors: Motivation / Perception / Learning / Attitude

Sources of Information

Primary sources provide original information obtained for the first time. Secondary sources provide existing data.

• Internal Sources: Obtained within the company.
• External Sources: Often from sources outside the company.