Business | Customer, client, consumer examples |
Business | Customer, client, consumer examples |
Bike-a-lot | |
JJ Components | |
Mucky Pets | |
Turn-it-round |
Business | Expected consumer buying behaviour | Explanation |
Bike-a-lot | ||
JJ Components | ||
Mucky Pets | ||
Red Bush Brewery | ||
Turn-it-round |
Business | Expected consumer buying behaviour | Explanation |
Bike-a-lot | Dissonance-reducing buying behaviour | Learning to ride a motorcycle is an involved activity and it can be expected that a learner would look for options and recommendations before booking lessons. Learners travel long distances to attend a school with a good reputation. |
JJ Components | Complex buying behaviour | Specialist components are likely to be sourced after a significant number of meetings and possibly a procurement process. Business purchases for products are likely to fall into this category. |
Mucky Pets | Habitual buying behaviour | Pet owners may try out a number of groomers, but once they have one they trust, the regular purchase becomes a habit. |
Red Bush Brewery | Variety-seeking buying behaviour | The artisan nature of the beer and the fact it is locally produced, makes the beer interesting. Consumers are likely to try it for it’s novelty factor first. |
Turn-it-round | Dissonance-reducing buying behaviour | Consumers of this service are likely to have limited choice in the services available but would compare the limited choices and select the one with the best record and reputation. This can be a big decision for a prisoner and the opportunities to correct a wrong choice are limited. |
‘Selling concerns itself with the tricks and techniques of getting people to exchange their cash for your product. It is not concerned with the values that the exchange is all about. And it does not, as marketing invariable does, view the entire business process as consisting of a tightly integrated effort to discover, create, arouse and satisfy customer needs.’ (Levitt, 1960)
Type of marketing | Business |
---|---|
Consumer marketing | |
Business-to-business marketing | |
Social marketing | |
Fundraising |
Type of marketing | Business |
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Consumer marketing | |
Business-to-business marketing | |
Social marketing | |
Fundraising |
‘Websites and applications that enable users to create and share content or to participate in social networking.’ (Oxford Dictionary, 2016).
‘If you enjoyed your meal- tell your friends. If you didn’t – tell us’.
Definition | Examples | The role | Benefits | Challenges | |
Owned media | |
Paid media | |
Earned media |
Owned media | |
Paid media | |
Earned media |
Key question | Answers | Implications | |
Who is the customer? | The customer may be the trainee or a sponsor of the trainee, possibly a parent. | Bike-a-lot will engage closely with consumers and if the customers are not the consumers, then the relationship between customer and consumer is likely to be very close. | |
What is the buying behaviour of the customer? | This is likely to be dissonance buying behaviour where customers are buying a relatively low cost service but want to be certain they are getting the best value. | ||
What type of marketing should be used? | This is consumer marketing but may include some social marketing. | Bike-a-lot needs to appeal directly to the consumer, presenting information clearly. The social marketing could be part of national campaigns, raising awareness in general and not directed at the local consumer. Social marketing may result in a degree of ‘earned social media’. | |
How will the customers be attracted? | Advertising to raise local awareness, some sales promotion and e-commerce. | Customers need to know that the school exists and so the school needs to be visible. Customers are likely to want to gain information and make bookings easily. The business cannot accommodate a full time sales person so e-commerce is essential. PR events such as school and college experiences would raise awareness. Promotions such as discounts for further training or family members could attract loyalty and free taster sessions could remove some of the risk for customers who are undecided on the product or the supplier. | |
What forms of social media are appropriate? | A Facebook and LinkedIn account to raise the profile of the school. The website is a key point of contact and the social media of consumers is desirable. | ||
How can feedback be used to promote the products? | Comments or a ‘stars’ system on the Bike-a-lot website. Registering for a trader rating site. | ||
Summary | Bike-a-lot provides a service that consumers may use several times but not frequently. A positive experience of training should encourage personal recommendations to family and friends generating a significant amount of business through social media. For potential customers with no direct social links the aim is to raise awareness through PR activities and advertising the name. |
Key question | Answers | Implications | |
Who is the customer? | |||
What is the buying behaviour of the customer? | |||
What type of marketing should be used? | |||
How will the customers be attracted? | |||
What forms of social media are appropriate? | |||
How can feedback be used to promote the products? | |||
Summary |
Key question | Answers | Implications | |
Who is the customer? | The customer is likely to be local shops, cafés or pubs. Customers at farmers’ markets or via the internet are also likely to be the consumers. | Two distinct forms of marketing required to attract businesses and individual consumers. | |
What is the buying behaviour of the customer? | This is likely to be variety-seeking from both shops and consumers. | Whilst the hope is to get consumers buying the product out of habit, it is more likely that the specialist beer will be purchased for its unusual qualities. So these will need to be emphasised in the marketing. | |
What type of marketing should be used? | There will be an element of business-to-business and consumer marketing. | ||
How will the customers be attracted? | |||
What forms of social media are appropriate? | |||
How can feedback be used to promote the products? | Comments or a ‘stars’ system on the web site looking at the different beers. | The brewery could use the rating system to help with production plans or to start a social media discussion. | |
Summary | The Red Bush Brewery product is competing with a broad range of generic and similar products. It needs to build on the whole beer experience and involve the consumer in the experience otherwise alternatives will be purchased from a discount supermarket. The unique aspect of the beer is the local production and local experience, Red Bush Brewery need to bring this clearly into their interactions with the consumer. Selling to local shops will depend on demand, so the personal selling approach will be supported by consumers requesting the product. |
Name of business | |
Brief description of business and its objectives | |
Staffing of business | |
Business assets | |
Essential skills | |
Mandatory licences or insurance arrangements | |
Expected turnover for year 1, year 2 and year 3 |
Key question | Answers | Implications | |
Who is the customer? | |||
What is the buying behaviour of the customer? | |||
What type of marketing should be used? | |||
How will the customers be attracted? | |||
What forms of social media are appropriate? | |||
How can feedback be used to promote the products or services? | |||
Summary |