Need,Want,Demands

TYPES of Demand:

Negative Full
Declining OverFull
FOUL Unwholesome
Irregular Latent
Non Existent

Consumer Value & Satisfaction Value

Satisfaction
Delight

Image Value
Personnel Value
Services Value Total Customer Value
Product Value

Monetary Cost
Time Cost Total Customer cost
Energy Cost
Psychic Cost

Extended Marketing Mix : 4A's (to match with 4P's)

Acceptability Product
Affordability Price
Accessibility Place
Awarness Promotion

BCG matrix

high

low

As per BCG:
 Any business growing at a rate of 10% yoy is considered a star
.
,
,

Layers of a Product = Potential ABC expected:

Potential
Agumented
Basic
Core
Expected

Components of Marketing => 5C's

 Types of Products : CID

Consumer Goods Industrial Goods

SSUC MSC
Shopping (mummy 3hrs heart +mind)) Material (raw)
Speciality Goods (super expensive) Supplies (office)
Unsought (ciggs,meds,pads etc don’t Capital items
want but have to buy )
Convience (fmcg's)
Emergency
Impulse (impulsive buying eg at cash counters like chewi
Staple

Point of Sale normal posters hangings banners… anything aids to the selling

Point of Purchase place where u actually pay and buy

Porters 5 Forces:

Buying power of
Suppliers
 (bank,doctors,mutual funds)
High Commitment

Relationship

Functional

Utility
(tooth brush,comb)

Low commitment
(FMCG's , coupons)

Ambush Marketing => Gillete Add => CBBE

Relationship between Consumer Behaviour and Marketing:

Consumer Behaviour refers to the reactions of a consumer shown due to actions take

7 Components of Behaviour :
user
usage
benefit
loyalty
attitude
occasion
readiness stage

Revolution of Marekting:

1.0 Just know the need of the consumer and make product accordi
2.0 Have a little more information about the consumer like their pa
3.0 Do the seeking matching programming thingie for product serv
4.0 More focus on Social media

CRM: Customer Relationship Management

Process of building and maintaining profitable customer relationship by

delivering superior customer value and satisfaction
Customer Trust
=> Brand Trust
=>
It is defined as the willingness of a consumer to

Trust if of 2 types

2 Types of Loyalty

Apostel Model of Customer Loyalt

Non Traditional Process of Decision Making

ELM - Elaboration Livelihood Model

Compensatory - when customers take a weighte

Decision Rule 2 Types:
Non Compensatory - further divided into 2

Conjuctive Only 1 Minimum critreia (8cgpa wala eg)

Affect Rederal dr Havinga biase towards it, maybe cuz it matches with the person

Lexicographic Many cirtiera but 1 criteria given more importance than other s
Cause Marketing & Cause Branding

1) Stimulus Response Model aka BLACK BOX MODEL

Stimulus Response Model of Buyer Marketing Stimuli

Product
4 P's Price
Promotion
Place

Other Stimuli
PESTLE Economic
Political
Social
Technolgical
2) Economic Model

Law of Marginal Utility Exogeneous Variables

Endogeneous Variables

3) Howard Seth Model More refined, bigger and better version of Black

Brain word => C BIOLOGICAL Person

Types of Buying Decision Behaviour

 Significant
Difference Between
Brands

Fewer Differences
Between Brands
Customer Delivered value

Value is getting something more for less

Invesst

Cash cow Dog

high low

Liquidate
y is considered a star

(the best it can be outer layer which can be changed)

(extra surprise like andar kuch gift ya pulp etc)
(needed to meet the core)
(karta kya hai product like fullfills hunger)
(what customer expects)
s : CID

Domestic

Consumer Durables

(NCA's which will loose their exisitence in

the process of making sellable products)

sh counters like chewing gums)

hing aids to the selling of a product

Threat of New Entrant

Buying power of
Industry Rivalry Comsumer
 Threat of Substitue

Sensory

Experiential

Spot (Haircut,Massage)
wn due to actions taken by a brand (respose to stimui, stimuli being the 4th P of Promotion)

make product according to themselves (henry ford)

consumer like their past histroy (banks, hospitals etc)
hingie for product service and value
ness of a consumer to RELY on the brand and have Confidence in it

Affective => Dil me develops after consistent performance after a while

Cognitive => Dimag me works better for technological brands

Behavioral => what they do in short term (lecture ke bad 10min idhar udhar wala example)
Attitudinal => what is embeded deep in them (raat ko call usko hi)

Behaviourial is I'm Loyal to Women / I eat only Burgers

Attitudinal is I'm Loyal only to my women / eat only McD

Customer Loyalty
 tomers take a weighted average of all the characters so lack of 1 is made by excess or little more of the othe

er divided into 2

atches with the personality

mportance than other s

 Buyer Responses
Product Choice
Buyer Characterstics Brand Choice
Retail Choice
Dealer Choice
Buyer Decision Making Purchase Timing
Purchase Amount
Purchase Frequency

Isme Black Box khul gaya you can see whats inside it
s Variables

us Variables => MP LAP Lifestyle

better version of Blackbos/Economic Model

High Involvement Low Involvement

High Involvement Low Involvement

Complex Buying Variety seeking buying

Behaviour Behaviour

Dissonance Habitual buying

Reducing buying Behaviour
Behaviour
(delivered value will always be good if Total customer value > Total customer cost)
 Product Life Cycle

Products at
launch are "?'s" u
select few to
invest more in
them and make
them stars and
divest from the
rest

? Star Cash cow

2
Consumer Electronic = Electrical + Fun Entertainment (TV phone etc)
Consumer Appliances = All big white appliances (does only 1 thing like fridge,AC) + Brown Goods (k
of Promotion)
 performance after a while overa time it gets developed
ogical brands you make rational comparisons

idhar udhar wala example)

excess or little more of the other
you can see whats inside it
Cash cow Dog
AC) + Brown Goods (kitchen appliances,garden items)
Loyalty Grid by Dick & Basu 1994
GE McKinsey Matrix
McKinsey Matrix