Marketing & Sales 2 – Q4
Customer driven marketing strategy:
Customer buyer behavior:
Consumer: individuals and households who buy goods and services for personal consumption.
Businesses: organizations that buy goods and services to use in the production of other goods and
services or for the purpose of reselling or renting them to others at a profit
What is Sales?
Sales 1,
to be sold <=> buying
Sales 2
to transfer (something) to another party (client) at a certain price and under certain conditions
- Client: Account, consumer, customer, target group, new business (group) Sales Person:
- Sales Manager, Sales Rep, Account Executive, Manager New business, Account Manager
B2C versus B2B Selling
Most sales people are involved in retail selling, selling goods and services to ultimate consumers
(B2C).
A much larger volume of sales is accounted for by industrial selling, referred to as business-to-
business selling (B2B):
- Sales to resellers
- Sales to business users
- Sales to institutions
,Different customers:
- Characteristics affecting consumer behavior
1. Cultural factors:
a. Culture is the set of basic values, perceptions, want and behaviors learned by a
member of society from family and other important institutions.
b. Subculture is a group of people with shared value systems based on common life
experiences and situations (including nationalities, religions, racial groups, and
geographic regions).
c. Social classes are relatively permanent and ordered divisions in a society whose
members share similar value, interests and behaviors.
2. Social factors
a. Reference groups serve as direct or indirect points of comparison or reference in
forming a person’s attitudes or behavior -> often aspirational.
i. Opinion leaders are people within a reference group who, because of special
skills, knowledge, personality, or other characteristics, exert influence on
others
3. Personal factors
a. Age and life-cycle stage
b. Occupation
c. Economic situation
d. Lifestyle
i. Activities
ii. Interests
iii. Opinions
, e. Personality is referring to the unique psychological characteristics that distinguish a
person or group and self-concept is referring to the idea that people’s possessions
contribute to, and reflect their identities.
4. Psychological
a. motivation
i. Freud suggests that a person’s buying
decisions are affected by subconscious
motives that even the buyer may not
understand
ii. Maslow: human needs are arranged in a
hierarchy from the most pressing at the
bottom to the least pressing at the top.
b. Perception is the process by which people
select, organize, and interpret information to form a meaningful picture of the world
i. Three perceptional processes
1. Selective attention
2. Selective distortion
3. Selective retention
c. Learning is referring to changes in an individuals behavior arising from experience.
d. Beliefs are descriptive thoughts that a person has about something and attitudes
describing a persons relatively consistent favorable or unfavorable evaluations,
feelings, and tendencies towards and object or idea.
- Different situations:
Customer driven marketing strategy:
Customer buyer behavior:
Consumer: individuals and households who buy goods and services for personal consumption.
Businesses: organizations that buy goods and services to use in the production of other goods and
services or for the purpose of reselling or renting them to others at a profit
What is Sales?
Sales 1,
to be sold <=> buying
Sales 2
to transfer (something) to another party (client) at a certain price and under certain conditions
- Client: Account, consumer, customer, target group, new business (group) Sales Person:
- Sales Manager, Sales Rep, Account Executive, Manager New business, Account Manager
B2C versus B2B Selling
Most sales people are involved in retail selling, selling goods and services to ultimate consumers
(B2C).
A much larger volume of sales is accounted for by industrial selling, referred to as business-to-
business selling (B2B):
- Sales to resellers
- Sales to business users
- Sales to institutions
,Different customers:
- Characteristics affecting consumer behavior
1. Cultural factors:
a. Culture is the set of basic values, perceptions, want and behaviors learned by a
member of society from family and other important institutions.
b. Subculture is a group of people with shared value systems based on common life
experiences and situations (including nationalities, religions, racial groups, and
geographic regions).
c. Social classes are relatively permanent and ordered divisions in a society whose
members share similar value, interests and behaviors.
2. Social factors
a. Reference groups serve as direct or indirect points of comparison or reference in
forming a person’s attitudes or behavior -> often aspirational.
i. Opinion leaders are people within a reference group who, because of special
skills, knowledge, personality, or other characteristics, exert influence on
others
3. Personal factors
a. Age and life-cycle stage
b. Occupation
c. Economic situation
d. Lifestyle
i. Activities
ii. Interests
iii. Opinions
, e. Personality is referring to the unique psychological characteristics that distinguish a
person or group and self-concept is referring to the idea that people’s possessions
contribute to, and reflect their identities.
4. Psychological
a. motivation
i. Freud suggests that a person’s buying
decisions are affected by subconscious
motives that even the buyer may not
understand
ii. Maslow: human needs are arranged in a
hierarchy from the most pressing at the
bottom to the least pressing at the top.
b. Perception is the process by which people
select, organize, and interpret information to form a meaningful picture of the world
i. Three perceptional processes
1. Selective attention
2. Selective distortion
3. Selective retention
c. Learning is referring to changes in an individuals behavior arising from experience.
d. Beliefs are descriptive thoughts that a person has about something and attitudes
describing a persons relatively consistent favorable or unfavorable evaluations,
feelings, and tendencies towards and object or idea.
- Different situations:
