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B406 Marketing Management
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B406 Marketing Management
0 Download3 Pages / 685 Words
Course Code: B406
University: George Brown College
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Country: Canada
Question:
Ms. Jessica Sneath was recently named the Chief Marketing Officer of Performance Systems International (PSI). She has a BSc in electrical engineering from the University of Toronto and a MBA from Wharton. Her primary responsibility is to market the Nest Learning Thermostat. The Nest Learning Thermostat learns your home comfort preferences as you use it and, after a few days, begins to automatically adjust to your schedule. A mobile app also allows you to control the thermostat while away from home and receive notifications when a problem arises with the temperature. The device lights up when you walk into a room, displaying the time or current temp. It costs $249 plus a small installation charge.
Sneath knows a strong marketing effort will be critical to achieving the growth she wants in the market. She would like you to explain what steps a consumer is likely to go through in purchasing a Nest Learning Thermometer device; and, what her company’s marketing department should be doing to influence consumers at each step.
Please provide Ms. Sneath with some guidance; for example, an overview of the steps a consumer is likely to take in the decision process and advice on what marketing efforts can/should be undertaken at each step.
Answer:
Introduction
Consumers must be influenced by several factors so as to buy some products from the market. These can be an internal influence which are personal and psychological like, needs, involvement, and motivation, resources, lifestyle, value and beliefs, attitudes and perception, memory and learning. Social and cultural factors are an external influence which affects the buyer, examples are: opinion leaders, situation, social class, household and family, reference group, word of mouth and situation, all these are influencers (McCamley and Gilmore, 2018, pp.156-173).
Steps in the consumer decision-making process
According to this scenario, the consumer must follow some steps in making the decision of purchasing a Nest Thermometer device. Also, the business should express marketing effort in each step towards the consumer decision. According to Tomczak, Reinecke, and Kuss, 2018, pp. 223-244) the following is the process of decision making.
Need recognition.
This is the first step where the seller is required to know the needs and desires of the consumer in relation to a specific product. In this step, the seller should motivate the buyer aiming to reduce the gap between the possessions and needs. For each party to achieve its goal accordingly the involvement is required here. Use of effective communication between the buyer and seller will assist the achievement of full involvement as required.
Information search.
This is the second step in the decision making of a consumer. An internal and external search of information is required towards the previous and immediate purchase to be made by the consumer. The business should be ready to offer enough information about the product, aiming to influence the customer positively. Also, it is very important for the business to consider the time limit and perception of the customer as at the moment towards the product.
Alternative Evaluation.
Evaluation of the alternative products is important since in the step of information search, the consumers come across any information about different products. The buyer is supposed to choose the best alternative which suits his/her needs. The seller should always be ready to give customer the best alternatives and attitude towards the purchase of his choice.
Decision.
Decision is made after analyzing the collected information and the choice of the best alternative is selected. This is the right time of making decision. Using previous research the consumer needs to make the physical selection of the product to buy. If the customer previously understood the information offered well, he will make a good decision on the product. The seller should help the customer to make the best decision to enhance repetitive purchasing behavior in future. This helps to build the image of the business if it happens successfully. Therefore, the business should ensure that decision making is very descriptive, attractive, motivating and meets customer needs at a personal level.
Post-purchase support.
The consumer is always on continuous learning process in relation to decision making regarding the product to purchase at the end. This constant learning helps to reinforce the consumer decision on the purchase to make. The seller is required to build a strong relationship in this stage since this will help the customer to rationalize on the information available. The seller should provide the buyer with specific help on the usage of the product after purchases have been made.
Conclusion
In conclusion, the consumer needs to make a clear decision when purchasing any product from the market. Consumer decision making needs some steps to be followed as discussed in the above assignment. Also, the seller of the product should be involved in this process of decision making so as to ensure that, relevant information is provided towards the product and sound decision is made on it. Therefore, both parties, the seller and the buyer should be ready for each other in decision making for purchasing a product.
References
McCamley, C. and Gilmore, A., 2018. Strategic marketing planning for heritage tourism: a conceptual model and empirical findings from two emerging heritage regions. Journal of Strategic Marketing, 26(2), pp.156-173.
Tomczak, T., Reinecke, S., and Kuss, A., 2018. Marketing Implementation and Management Control. In Strategic Marketing, pp. 223-244.
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