Marketing and Buying Decision

Principles of marketing Principles of Marketing 2012 Name Robert Barnes assimilator Number 21154021 Institution University of West capital of the United Kingdom Word count 1455 2012 Name Robert Barnes disciple Number 21154021 Institution University of West capital of the United Kingdom Word count 1455 Table of circumscribe 1. 0 ground practise2 2. 0 inquire 1 3 2. 1 Personality 3 2. 2 Motivation6 2. 3 Conflict6 3. 0 capitulum 2 8 Bibliography9 1. 0 origination The case study I suffer chosen to cover is Breezing out for a night on the tiles. It discusses the rise of the bounteousness pre-mixed drinkings industry between 1995-2000, in fussy the Bacardi Breezer station.It looks at the marketing activity which has interpreted place and the brand association the marketers aimed to achieve. In this report I result be exploring the bargaining run involved when buy an alcoholic beverage, the influencing factors when making a coda and the role that marketing plays, in these finales. The rendering of marketing is The management attend which identifies anticipates and supplies node requirements efficiently and profitably. Adrian Palmer 2004 Personality noun (plural personalities)The coon of characteristics or qualities that form an unmarrieds characteristic character Oxford Dictionary 2012 ENTJ Frank, decisive, assume leadership readily. Quickly see illogical and ineffectual procedures and policies, develop and implement comprehensive systems to elaborate organisational tasks. Enjoy long-term planning and close setting. Usually well informed, well read, enjoy expanding their knowledge and passing it on to others. impetuous in presenting their ideas. Introduction to Type, Sixth mutant by Isabel Briggs-Myers 1998 2. 0 Question 1Q. crap an overview of how the buy decision-making swear out might work for purchasing an alcoholic drink in a pub or niner. How would this dissent when purchasing alcohol in a supermarket or off licence? A. Th e scheme To answer this question we first deficiency to look at the theories in marketing associated to the buying wreak, influences and behaviours. plat 2. 0 is the mental synthesis of the buying subroutine based on the Cognitive Paradigm theory (Pickton and Broderick 2001) which focuses on the individuals thought process, during a buying decision.It assumes that the buying decision is approached as a problem solving activity and that the consumer is being quick of scent throughout the process. It is widely used as the default theory by marketers and gross revenue professionals when structuring moves. It does non in time accurately recognise the process that occurs during extreme impulse or irrational purchases, which ar both, almost nonphysical processes. For the purpose of this exercise, we allow for assume that the trusty purchase of alcohol is approached, both rationally and thoughtfully. Diagram 2. 0 The buy Process. tooth root Marketing Communications, by Joh n Egan. 2007) clapperclaw 1 of the process is the Problem intelligence. This is the identification of a subscribe, such as I am hungry, therefore I requisite to eat. It poop however be very complex and the consumer whitethorn require education or making known to begin with recognising a problem exists, such as a dentist tell you, you need a filling, even though you hadnt felt any painfulness in that tooth. Marketers can exploit this shade by feeding information to consumers for acceptables and services, they hadnt realised they needed. Step 2 of the process is the training Search.This is when an individual has identify a need scarcely may need to enquiry to find the sort out solution. For example, if a student identifies a need for a computer, but has a control bud range, he or she might research information to identify the best pickax for the budget they build. This musical note can skipped if the consumer has profuse knowledge, regarding the possible solutions . Step 3 of the process is Evaluation. This is when more than than one filling is available to solve the identified need, and the consumer wants to sustain these before purchasing. An example would be someone test driving multiple cars before purchasing one.Effectively they will all foregather the same need, but the consumer wants to know what the sense is, before making the decision. This step can skipped if the consumer has previous experience or is intellectual with a certain harvest or service beforehand. Step 4 of the process is Decision. This is simply the final distinguish for a solution to the identified need, after(prenominal) weighing up all options. Again, a consumer can move directly to this step from Problem Recognition if enough earlier knowledge exists. Step 5 of the process is Purchase. This is when the decision is executed and the goods or services be acquired.Step 6 of the process is Post-Purchase Evaluation. This is when you access you satisfaction wi th your product or service after you have acquired it. If a great experience is had, it will lead to a higher likelihood that you will purchase that product or service again. Applying the theory Table 2. 0 is an application of the above theory, for an individual sacking through the buying process at both a club and supermarket. acquire Process Step Nightclub or Pub Supermarket Problem Recognition * A want to let loose. * A need for confidence. * A desire to fit in or stand-out. An aspiration to impress. * alcohol for cooking. * Thoughts of a night in. * A desire to warm up and unwind. * Drinks for guests and friends. * Cheap drinks before going out. Information Search * Advertisement around the club. * Bottles rear the bar. * Drink & cocktail menus. * What others are drinking. * Peer and/or social pressure. * The label on the bottle. * Prices and circumscribed offers. * Staff knowledge. Evaluation * Tasting a friends drink. * Design of the bottle. * Recognition of a brand. * translation on label. * Design and quality of bottle. Alcohol percentage. * Brand recognition. Decision * Information svelte and decision made. * Information processed and decision made. Purchase * volume of exchanges in cash. * Majority of exchanges by credit card. Post-Purchase Evaluation * Did that get me drunk? * Did I like the experiment? * Do I want another(prenominal) one? * Did it give me a holdover? * Did I like the taste? * Was it good value? * Will I buy it again? * Did it get me to the desired take of drunkenness? Table 2. 0 The Buying Process of Alcohol in variant Environments.What this application of theory shows, is that there are contrary factors in play when buying alcohol in a club or pub compared to a supermarket, but the process remains the same. These factors are different mostly due to the environs, information availability, the individuals intent and marketing strategies. If sell a drink in a club or pub it is more important for your drin k to be seen as cool socially and price is little of a factor whereas if selling in a supermarket, your drink needs to be competitively priced yet still stage a level of quality. 3. 0 Question 2 Q.Detail the individual and root word influences that are believably to concern someones choice of drink brand? A. The possibility Diagram 3. 0 demonstrates the individual and root word influencing factors when making a buying decision. Diagram 2. 1 Factors affecting buying decisions. (Source Marketing Communications, by John Egan. 2007) Our strongest influences when making a buying decision are our indispensable beliefs and values. These imply Attitude, Perception, Learning, Memory and Motivation. The succeeding(prenominal) in terms of influencing top executive are pristine Groups. Primary groups are made up of close friends, family and people who you respect.You are alter by these groups by the opinions and values they hold. The next group in terms of influencing power is the Secondary Group. This group is made up of people you know but not closely, or people who you may be after to be like. Lastly there are influences depending on your Culture, Race or Religion, that will affect your decision when buying something. on that point are also External factors that include things that are beyond your control, such as Fashion, Law, Time ect. So how do these factors affect someone when buying an alcoholic drink?Well if I was out with my family, I would be unlikely to order shots, as they would not approve, whereas if I was out with close friends, then this would be the opposite. The secondary group has the same effect, but is less justly in its influence. 4. 0 Question 3 Q. Explain the roles of the various marketing activities exposit in this case in influencing consumer behaviour. A. In 2000 Bacardi spent ? 14m on a effort to promote their brand Bacardi Breezer. The reason to do this is to influence people decisions when making a buying decision. Bacardis first monolithic tug was in 1999 when they spent ? 5. 6m.The campaign was headlined with the slogan theres Latin spirit in everyone aimed at the 18-24 family old market. This campaign was created to give the brand an exotic, cool to be seen drinking conjure up and was aimed at the demographic that would most likely be drinking in an environment where these factors we important in their buying decision. This campaign established Bacardi Breezer as one of the major(ip) players in the alco-pop industry. Bibliography * John Martin, 2010. organizational behaviour & Management. 4th Revised edition Edition. randomness Western Educational Publishing. * John Martin, 2004. organizational Behaviour And Management. Edition. Thomson Learning. * Laurie J. Mullins, 2006. Essentials of Management and Organisational Behaviour. Edition. FT Press. * Isabel Briggs Myers, 1998. Introduction to Type A Guide to fellow feeling Your Results on the Myers-Briggs Type Indicator. 6th Edition. meaning for Applications of. * Adrian Furnham, 2008. Personality and Intelligence at snip Exploring and Explaining Individual Differences at Work. 1 Edition. Routledge. * Stephen P. Robins, 2010. Organizational Behaviour. 1 Edition. Pearson Books. * John Ivancevich, 2010. Organizational manner and Management. 9 Edition. McGraw-Hill/Irwin