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Marketing - Essay Example

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Consumers play different roles in the buying process: initiator, influencer, decider, buyer and user. Describe these roles. Name the person in your household who would adopt each of these roles when buying the following items: breakfast cereal, pantyhose, pet food, a personal…
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Download file to see previous pages Products have a several levels which allow the companies to reach out to meet the needs of the customers (Jobber, 2004). Considering the three main levels and using the example of an automobile industry to gain a better understanding of the products:
a) Core Product: The core product is the actual product or service that the customer is actually buying. In the case of an automobile industry the core product that the customers buy is the ‘transportation’.
b) Tangible Product or Actual Product: This is the basic requirements that the sellers will need to provide the customers with the core product. Hence in this case the actual product is the car / bike by itself.
c) Augmented Product: The augmented product is what is provided by the company to exceed the expectations of the customers. In the case of the automobile industry, this will include aspects like the brand image, brand positioning and after sales services. This however is based on the expected product level.
XXXX’s Target market based on demographic bases is mainly people between the ages of 20 and 40. This is simply because these people fall into a category where they look for the cheapest and best options available.
In terms of the psychographics, the company offers low cost flights with the obvious levels of safety and security. Hence the main options for the target market will include, individuals that travel a lot for business and need a cheaper solution, families travelling for holidays, people looking for cheaper options to fly. The company will also need to deal with people in terms of their behavioural factors which include the decision roles of individuals like the initiators, influencers, deciders, buyers and also users (Davis, 2002). The other groups that need to also be targeted include the behavioural variables like the benefits, user status, the usage rate, and also occasions. One other aspect that needs to be considered is the buyer readiness ...Download file to see next pagesRead More
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