Follows

the principle of maximum utility based on the law of diminishing marginal utility, which means with limited purchasing power , consumers shifts its product choice to have maximise utility. Model is based on

Price Effect : Lesser the price more is the quantity. Substitution Effect: Lesser the price of the substitute product lesser will be the utility of the original product bought Income Effect: More Income = more quantity

Dog

Experiment

Buyer is a part of
society

Three

Steps

Drive

Plays major roles as a part of various formal &informal associations

Cue

Response

Four Set of variables Input

Significant stimuli: Physical tangible features of product like price, quality. Symbolic Stimuli: Other Factors Social Stimuli: Friends, Relatives.

Perceptual and Learning constructs: Motives, Attitudes, Perception i.e. receiving stimuli and interpreting it. Output: Means the purchase decision External Variables: Doesnt directly influences the decision process and varies from customer to customer

 Role

of Family Members Influencer: Child Gatekeeper: Mother Decider: Father Buyer: Son Gifting Preparer: User: Maintainer: Disposer:

 Bachelor

hood Parenthood Post parent hood Dissolution

Point of Purchase

Publicity

Sales Promotion

Special Events

Media Advertising

Packaging

Direct Response

Public Relations Direct Marketing

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Interactive Marketing

Packaging

Sales Promotion

Direct Response

Point of Purchase

Publicity

Media Advertising

Public Relations

Interactive Marketing

Direct Marketing

Special Events

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

"Integrated communication" is simply the deployment of

all marketing communications media together in a consistent way.

Productivity and quality are the outcome of integrated

communication. For example, if you are launching a new product, you

may want to create national awareness for the product

and then find customers for it.

combination of television, mail, retail display and telephone can be particularly powerful , special attention must be given to project-managing them together.

 The

coordination and integration of all marketing

communication tools, avenues, and sources within the company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost.
Merging

the traditional concepts and different

marketing disciplines.

 Diffusion

of knowledge about different marketing

techniques into wider marketing community.

Use

of database marketing. costs of in broadcast and publishing media. on accountability for marketing expenditure to

High

Focus

find most cost effective media combination

Analysis Of The Promotional Program Situation

Internal Analysis

Promotional departmental organization Firms ability to implement promotional programs Agency evaluation and selection Review of previous program results

External Analysis

Consumer behavior analysis

Market segmentation and target marketing

Market positioning

 Analysis

of Communication Process

Analyze receivers response processes Analyze source, message and channel factors Establish communication goals and objectives

Budget

Determination

Set tentative marketing communications budget

Allocate alternative budget

 Advertising
Direct

marketing Sales Promotion Public Relations/ Publicity Personal Selling Interactive/Internet Marketing
ON

THE LINES OF Objectives; Budget; Message; Strategy.

 Integrate
Create

promotional mix strategies

and produce ads media time, space, etc.

Purchase Design Design

and implement direct marketing programs and distribute sales promotion materials

Design and implement public relations / publicity

programs Design and implement interactive marketing programs Monitor, Evaluate, and Control Integrated Marketing Communications Program Evaluate promotional program results / effectiveness Take measures to control and adjust promotional

strategies

 Time Communication

& involvement

Variety
Careful

of results
Budgeting & Control managers

Planning

Integrating Results

evaluation

persons lifestyle is the persons pattern of living

to work out a marketing strategy which will

indicated by his activities consumption & interest

Has

indicate the relationship between a product brand and lifestyle of the product user.
AIO:

Attitudes, Interest & Opinions: used as a tool

to determine influences on consumer behavior and consumer markets

 Personality:

Refers to the unique features that lead to relatively consistent and lasting responses to one own environment

Self

Concept: Complex mental picture of the

persons self.
The

way he dresses , the products he uses, as products acts as a symbol of their self image.