PRINCIPLES OF MARKETING

Principles of Marketing

Principles of Marketing

Introduction

The study of consumer behavior and the buyer has become an essential practice in the analysis and practice of marketing. His contributions are essential and contribute as much to marketing as strategic operational. Consumption has also become a debate. How is addressed by the study of consumer behavior and the buyer does not claim to take a stand, but it offers some benchmarks allow the reader to be among the many approaches that can be mobilized to study the consumer or the buyer.

The value for the consumer is not simply a matter of quality wear. A high quality product available only at a high price will not be considered as a value. And neither is seen as value or service that is limited exclusively to the essential, or low quality items sold at low prices. Instead customers value the goods and services of the quality they expect and to be sold at prices they are willing to pay.

The value-based pricing, are a pricing strategy that grew from the quality movement. Instead of calculating the prices of competitors, this strategy begins with the client, considers the competition and then determines the appropriate price. The basic hypothesis is that the company receives customer momentum and try to understand the attributes that customers need or want s to property in the goods and services they buy, and the value of that package of attributes. These assess the value of a product (not only if the price is right) in relation to the value of alternatives.

Besides the money that consumers give when they purchase a good or service also has to invest time and effort. In certain situations, many customers are willing to sacrifice to redeem the money for non-monetary. For example, while purchasing expensive watch brands like TAGHeuer, Hublot, Rolex, Breitling and Audemars Piguet, they are sure about the quality and the charges the company receiving is according to the product and its value.

Price reductions and promotional offers are almost always accompanied by the use of some materials at the point of purchase. Therefore, the relative impact of each is sometimes not clear. However, there is much evidence that reductions in-store prices affect brand decisions. The general pattern is a sharp increase in sales when the price drops first, followed by a sharp increase in sales when the price is reduced first, followed by a return to near normal sales over time or ends after the price reduction (Hinsz, 2004, 253-264).

Moreover, when customer thinks of buying expensive product, they pass through the five stages of decision making process: need recognition, information search, evaluation of alternatives, purchase and post purchase evaluation.

Problem Recognition

The first of these stages is crucial and more important than the others. Define the objectives and purposes often require more than half the total time required for the process. Objectives clarify what is required and must avoid being hampered by too much detail or "go off on ...