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The Financial Services Marketing

   

Added on  2020-05-16

7 Pages1207 Words206 Views
Running Head: Discussion QuestionsDiscussion Questions

Discussion Questions1Table of Contents1. Discuss several reasons why marketers continue to have a hard time understanding, predicting,and explaining consumer behavior..................................................................................................22. After watching the video on Umpqua Bank, what impressed you the most about Umpqua's branding and positioning tactics? Why?..........................................................................................33. How has Umpqua Bank's marketing tactics changed your view of the banking industry?.........44. How would you measure Umpqua Bank's brand equity?............................................................5References........................................................................................................................................6

Discussion Questions21. Discuss several reasons why marketers continue to have a hard time understanding, predicting,and explaining consumer behavior.Consumer behavior can be explained as the attitude of the customer or consumer towards the products or services. Business is facing issues in making prediction regarding the behavior of theconsumers towards the products or services offered. Marketers focus on analyzing the measures for predicting the consumer behavior (Ochalla, 2014). Different factors affect the understanding and prediction regarding the consumer behavior by the marketers. These factors are discussed below:Dynamic nature of the needs of the customers: changes are taking place in the preference or taste of the customers. This change in the needs of the customers affects the process of understanding, predicting and explaining the consumer behavior by the marketers. Perception regarding the quality: different individuals have different needs and their perception changes regarding the quality of the products. Companies offer same products or services to the customers and perception regarding the quality of every customer is different (Sharma & Lal, 2012).Demographic factors: change in the land or location is an important factor which affects the process of prediction by the marketers for the understanding of the consumer behavior. Lack of focus on the non-buyers: the focus of the business is on the existing customers ofthe business. There is a need to focus on the non-buyers or the potential customers for enhancing the customer base and making predictions regarding the consumer behavior in a better way (Sharma & Lal, 2012).

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