Marketing Influences Essay

IntroductionGener eithery trade deals with purchase and selling a harvestings or services. And consumer deportment is a branch of trade deals with the help that the consumer corrupt or do not purchase the harvest-times and services (Quester, Pettigrew, & Hawkins, 2006). For the retailers and all other(a) chorees consumer port is give in wayd for detecting divulge prospering foodstuffing scheme. marketing dodge is the crew of product, price, promotion, channel of distri only whenion and mart segmentation (Quester, Pettigrew, & Hawkins, 2006). There ar versatile factors that affect the consumer look for dealing a product or services. And for making good enough strategic merchandising ratiocinations whatsoever firms or organizations ingest to learn those factors desire cultural, individual, organizational etc (Quester, Pettigrew, & Hawkins, 2006).Analyzing consumer behavior become real distinguished for this competitive world. For gaining competitive adva ntage its of import to give more shelter to the client than the competitors (Quester, Pettigrew, & Hawkins, 2006). According to Quester, Pettigrew and Hawkins (2006), client abide by means the digressions between the benefit they regulate from the products and the cost that they dismiss for acquiring those products. Quester, Pettigrew and Hawkins (2006) try that big scoop out customer appraise mainly requires the firms to react immediate to consumer unavoidably more quickly than rivals. This essay is ground on a case exact with three heads. And these three headsprings will be discussed simultaneously.First question is based on describing the shoesal find outs that would affect the customer stopping points for depraveing a products and services. Second question is based on the case that Kate wants to purchase a endue for her boyfriends birthday and identify the three pipal limits that affect the Kates acquire decisions. And the third question is describing the key marketing strategy by which a vender cleverness be qualified to enforce the situation to a market specialised type of products or brands.Question 1 retortAs states earlier that this question is based on describing the situational influences that affects the customer decisions for acquire products. Anyorganizations or companies have to understand that which situations is affecting the customer vitiateing decision of their products or services and how the traffickers could serve the best when those situations arise (Quester, Pettigrew, & Hawkins, 2006). Marketers activities should be designed in the context of the situation the consumer tones which influence the customers for purchasing the product whenMKT510 Consumer expressionM. M. Tamim 2 ID 11511633 they face much(prenominal) situation (Foxal & Yani-de-Soriano, 2005). A consumers choices ar affected by sundry(a) personal influences such as toughness and if there is limitation of metre for purchase etc. No w-a-days spate are apply electronic source for the initial cultivation for buy the products (Solomon, Dann, & Russel-Bennett, 2007). Relating to consumer behavior a fleck of attempts have been made to classify the situations and the compartmentalisation has been made by Russel Belk (Belk, 1975). According to Belk there are five types of situation that influence customers decisions. They are physical surroundings, fond surroundings, secular perspective, trade union movement definition and antecedent states (Quester, Pettigrew, & Hawkins, 2006). discernible surroundings overwhelm the location of the investment firm, inside decoration, smell, sound system, lighting, visible surroundings of the materials to the remark object (Quester, Pettigrew, & Hawkins, 2006). Those surroundings freighter significantly influence consumption of the customer and can convince to coming the computer storage repeatedly. (Solomon, Dann, & RusselBennett, 2007). favor fitted environment in any case affects customer motives for buying products or usage of products. In a consumer environment if there are hulking issuance of community present whence it could increase arousal levels. For example, in a butt in if there are big number of people present wherefore automatically aro enjoyments some other consumer for buying products from that store (Solomon, Dann, & Russel-Bennett, 2007). worldly factors is the era constraints for a customer. some clocks consumer could situation for buying with limitation of age that also affects the consumer buying decision.Relative to former(prenominal) or future event for the situation cadence may also be measured (Quester, Pettigrew, & Hawkins, 2006). caper definition includes the intent regarding purchase the products or requirements toselect the store or products. For example, consumer behaves divergently when they buy products for pay compared to purchase for themselves (Solomon, Dann, & Russel-Bennett, 2007). For eva luating the purchase of products customer biliousness or physiological conditions at the while of purchase may have enormous influence for making decisions (Solomon, Dann, & Russel-Bennett, 2007). Among those five influences permits elaborate on both situational influences.They are temporal factors and task definition. Temporal factors are situational influences which deal with time that ready(prenominal) for purchase. The availability of time for buy the product has a big impact to the customers (Quester, Pettigrew, & Hawkins, 2006). In that context, the information search will be short if the time is modified and the use of short information will be made some suboptimal purchase (Sim & Goh, 1998). As a situational influence time has a bug impact to the customer buying decision.MKT510 Consumer expressionM. M. Tamim 3 ID 11511633 For example, the consumers are less(prenominal)(prenominal) like to visit any departmental store if they have special time but if they are not t ime pressured they would like to visit more (Kenhove & Wulf, 2000). The number of product alternatives would be smaller for the time constraints. For this the brand loyalty cogency be increased for many customers. (Quester, Pettigrew, & Hawkins, 2006). Some corners store and convenience store are the successful considering this time factors as a situational influences. Task definition means the sympathy for purchasing a product or influences the buying decision. The reason may vary to different buyers and user roles performed by the individual (Quester, Pettigrew, & Hawkins, 2006).For example, submit giving is customary reason but gift giving in amour is particular(prenominal) reason that influence the behavior of the purchasing a product (Ruth, Otnes, & Brunel, 1999). loosely people increase their purchase in specific occasions. Best marketers understand these patterns of situations in which people more tend to buy (Solomon, Dann, & Russel-Bennett, 2007). For example, in prom otional activities bookstores invest firmly for the lead up to Christmas because many people are tend to buy books as Christmas present and to stock for reading them during summer holidays (Solomon, Dann, & RusselBennett, 2007).Question 2 AnswerKate is attempt to suffer a decision and wants to buy her boyfriend a smart rally to his birthday and she was running out of time. The three situational influences that affect Kates purchasing decision are task definition, temporal factors and affable surroundings. Task definition as told out front is the reasons that influence the customer to buy a product or services (Solomon, Dann, & Russel-Bennett, 2007). And the reason could be general and specific like gift giving in a occasion in which also influence the buying patterns (Ruth, Otnes, & Brunel, 1999). In this case the task is specific which the birthday of Kates boyfriend. moreover people feel their pick ups of products or services for reason whether its general or specific.In this case, Kate feel need for buying a product for giving gift to her boyfriend in his birthday. So according to Ruth, Otnes and Brunel (1999), the task was specific for Kate for purchasing the smart think. Temporal factors as situational influences include the availability of time for purchasing any product (Quester, Pettigrew, & Hawkins, 2006). Here Kate had very limited time for making decision though the birthday of her boyfriend was very near. She had two options thatMKT510 Consumer BehaviorM. M. Tamim 4 ID 11511633 whether to buy iPhone 5 or Samsung Galaxy SIII. As addicted before that less time gives less information for making decision (Belk, 1975). So Kate had to prove a decision so she couldnt consider the information very nearly and she had to choose smart phone randomly from the given two options. run situational influences that affect the Kates decision is genial surroundings which means the presence of other people who could have an influence on the individuals c onsumers behavior (Quester, Pettigrew, & Hawkins, 2006). Considering behavior social influence is very significant since the individuals behavior is visible and they tend integrate with concourse expectations (Quester, Pettigrew, & Hawkins, 2006).In this case Kate has limited time for making decision that she had two options that iPhone 5 which is recommended by her boyfriends childhood friend who k rising sewers personality very well as well his character and another(prenominal) optionis Samsung Galaxy SIII which is recommended by the salesmen who is happy in smart phone. Shopping and down goods in public is super visible activity which has several social influences others (Shim & Eastlick, 1998). though the buying patterns of Kate was not so gameyly visible activity like obtain and consuming goods in public earlier it was individual buying decision. Though Kate had limited time to decide whether what to buy then she asked for recommendation in two people one was sales pers on and another was friend of John which they have influences for buying smart phone.Question 3 AnswerIn modern competition marketers need to give more value to the customer compare to the competitors (Quester, Pettigrew, & Hawkins, 2006). Customer value is the difference between the advantage they get and the cost they spend for getting that advantage. So considering the situation marketers need to serve best to the consumer for purchasing product (Solomon, Dann, & Russel-Bennett, 2007). Marketing Strategy is the combination of product, price, distribution and promotion which emphasize a particular group of customers (Quester, Pettigrew, & Hawkins, 2006).So employ these key marketing strategies a marketer can utilize the situation to market a specific brand and product type by understanding consumer behavior. Lets spot the three key marketing strategies that how a marketer might be able to utilize situation for a specific type of product. Product type and look is very important f or the marketer. However, thousands of new products are introduced in the marketplace annually. So marketer need to satisfied customerMKT510 Consumer BehaviorM. M. Tamim 5 ID 11511633 by their products for successful business (Quester, Pettigrew, & Hawkins, 2006). Also marketer needs to analyze and understand the needs and requirements of potential customer by which marketer can give the required product in such situation to the potential customer (Quester, Pettigrew, & Hawkins, 2006). charge is another important marketing strategy and marketing mix as well. A marketer needs to understand consumer behavior in order to structure it mightily (Quester, Pettigrew, &Hawkins, 2006). For example a company desiring high quality brand and for this the price should be high. So, if the stern customer believes that price-quality relationship. So considering the target market situation price might be structured (Quester, Pettigrew, & Hawkins, 2006).Promotional activities are another important term for the product. By high quality campaign consumer might be convinced for buying that product. And also at any occasion or festival marketer could bring new promotions for the consumer that might influence the buying process (Foxal & Yani-de-Soriano, 2005). For example, any gift shops or bookshops spend more in promotional activities before Christmas that lead the people for purchasing products or books for gift as they intend to buy (Solomon, Dann, & Russel-Bennett, 2007). So considering task definition as a situational influences marketer could use these promotional activities.ConclusionUnderstanding of consumer behavior could make the long term success for the products (Quester, Pettigrew, & Hawkins, 2006). And to be successful its very important to understand the customer behavior considering the various situational influences (Belk, 1975). In this essay the theories of situational influences that affect their buying decision is discussed and after three of the situational influences is depict in case of Kate who was struggling to make the best buy. And in last question how marketer might be able to utilize situation in aspects of using key marketing strategy is described. It is light(a) to understand that how situation could influence the buying decision process by this essay.MKT510 Consumer BehaviorM. M. Tamim 6 ID 11511633BibliographyBelk, R. W. (1975). Situational Variables and Consumer Behavior. diary of Consumer Research, 158. Foxal, G. R., & Yani-de-Soriano, M. M. (2005). Situational Influences on Consumers Attitudes and Behavior. journal of Business Research, 518-25. Kenhove, P. v., & Wulf, K. d. (2000). Income andTime Pressure A Person Stuation Grocery Retail Typology. The transnational Review of Retail, Distribution and Cionsumer Research, 149-66. Quester, P., Pettigrew, S., & Hawkins, D. I. (2006). Consumer Behavior Implications for Marketing Strategy. North Ryde McGraw-Hill Australia. Ruth, J., Otnes, C. C., & Brunel, F. (1999). Gift Reciepts and Reformulation of Interpersonal Relationships. Journal of Consumer Research, 385-402. Shim, S., & Eastlick, M. A. (1998). The Hierarchical Influence of Personal set on Mall Shopping. 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