Reflection - Research Paper Example

CONSUMER BEHAVIOUR AND BUSINESS TO BUSINESS MARKETING of Chapter 4 – Consumer Behaviour The survey results show that my primary VALS type is Striver, and my secondary VALS type is Achiever. I disagree to some extent as I would classify myself as an achiever as my primary VALS type because I am more of goal oriented rather than motivated by money achievement. The Striver VALS type is a secondary characteristic. 2. The VALS information can be used to identify consumer behavior and therefore, identify the characteristics of the target group.

By identifying these characteristics the business can be able to identify the products to provide. Marketers can also measure the trends of consumers by looking at their VALS types, their VALs type exhibits their consumption patterns. 3. The VALS information can be particularly useful in banks to identify the consumer preferences; Manufactures of automobiles can also use VALS to identify the tastes of their target groups. The information would be also relevant in electricity utility to increase conservation using GeoVALS. 4. Advertising agency can use VALS to communicate more efficiently by using VALS information to streamline channel plans and media placement.

Also, they can find alternative venues. Advertising agency, therefore, can communicate better with their customer as the fact that communication. Chapter 5 – Business to Business (B2B) Marketing 1. Staples Business Depot The company has a difference in the way it handles the end users consumers and business customers. The major differences that the end user products are priced and the after sale service offered is free delivery. The descriptions and prices are quoted, they are specific, and the users purchase these products without modifications.

The business products on the other hand are not specific and are customer tailored. The business customers give the specification, and later quotations are made. The marketer encourages businesses to call for consultations and negotiations. The business services offered are described to depth, unlike the end user products. The marketer also intends to take more time with the business customers since they have specific objective requirements unlike time allocated to the end users. 2. Producer Her Inc Case Study I.

Carrying out business to business marketing is not an easy task as many parties are involved including the end users and the decision makers. In the case of the medical organization requiring the software for managing its internal communications the parties to be involved in the purchase or parties that comprise of the buying centre include; employees representatives in different departments, heads of departments and the chief financial officer of the organization. The different parties play a role in the buying process, and employees are the end users thus their needs, specifications and expectations should be include.

The company marketer act as influencers as they educate as well as influence the business centre to approve on their software. The head of department help the Chief financial officer who is the buyer to reach into a viable decision. The gatekeepers are the company management. II. The company has an advantage since it has previously dealt with the client and they have earlier won a sale. The company needs to look into users and educate them on advantages of the software they offer to the buyer.

The company is also conversant with influential parties and decision makers in the buyer centre; therefore they can target this group which forms the business center. If the company is able to offer a solution that benefits and satisfy this group then they will get a purchase. The marketer is at task to take considerations of all the members of the buying center. The marketer has the obligation to make sure that the software he/she is selling meets the aspect of the buyer business that is in need of the software.

The marketer also should guarantee follow up services to monitor the software progress. The marketer should also educate and illustrate to the target group how the software will work in regard to their needs, specifications and expectations. III. It is true to regard business to business (B2B) customers as less emotional buyers compared to business to customers (B2C) customers. Emotion plays a crucial role in to end consumers than it does. The consumers of products tend to purchase out of a drive, and their purchase decision is influence on the way they feel about a certain company rather than the services and satisfaction they achieve.

Consumers unlike businesses are thus irrational in the way they make the purchasing decision. Businesses on the other hand are extremely rational, and they aim at acquiring assets that meet their standards, specifications and their ability to perform the tasks in question. Therefore, it is unlikely that they will be emotional buyers. Businesses make objective approach while making buying decisions free from emotions.