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INTELIGENCE IN MARKETING

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UNIT 17: MARKETING INTELLIGENCE Introduction: 3 Task 1: LO1: 3 1.1 Assessment of stages of purchase decision-making process: 3 1.2 Selection of behavior and assessment of its relation with organization: 4 1.3 Assessment of factors impact the behavior of the customers: 4 1.4 Assessment of brand loyalty, corporate image, repeats purchasing along with relationship among them (D1): 5 Task 2: LO2 (M1, M2, M3): 6 2.1 Assessment of different types of marketing techniques (D1)

INTELIGENCE IN MARKETING

   Added on 2020-02-14

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UNIT 17: MARKETING INTELLIGENCEPage | 1
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Table of ContentsIntroduction:....................................................................................................................................3Task 1: LO1:....................................................................................................................................31.1 Assessment of stages of purchase decision-making process:....................................................31.2 Selection of behavior and assessment of its relation with organization:...................................41.3 Assessment of factors impact the behavior of the customers:...................................................41.4 Assessment of brand loyalty, corporate image, repeats purchasing along with relationshipamong them (D1):............................................................................................................................5Task 2: LO2 (M1, M2, M3):............................................................................................................62.1 Assessment of different types of marketing techniques (D1):...................................................62.2 Assessment of secondary data to achieve the marketing objectives:........................................62.3 Assessment of validity and reliability of market research findings:..........................................72.4 Assessment of marketing research plan as per the requirements:.............................................8Task 3: LO3:....................................................................................................................................83.1 Assessment of market size trends:.............................................................................................83.2 Assessment of competitor analysis:...........................................................................................93.3 Assessment of opportunities and threats (D1):........................................................................10Task 4: LO4 (M1, M2, M3):..........................................................................................................104.1 Assessment of techniques for drawing customer response (D1):............................................104.2 Application for customer satisfaction survey:.........................................................................114.3 Reviewing the validity of the customer satisfaction survey:...................................................13Conclusion:....................................................................................................................................14References......................................................................................................................................15Page | 2
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Introduction:To become the pioneer of the retail industry, organizations or enterprises need to undergo severalpositive changes which will be comprises of appropriate decision or judgment, learningbehaviors of customers, understanding the importance of brand loyalty and corporate image.Further, the study would highlight the importance of marketing techniques and market trends andrelate the same with the working environment of Sainsbury organization. Moreover, applicationfor customer satisfaction survey would also be framed and productive suggestion would beframed which further would enable the enterprise to gain competitive advantage in the marketplace. Thus, the study highlights all the parameters, which are important or relevant fororganization to survive and exist in this modern era or period. Task 1: LO1:1.1 Assessment of stages of purchase decision-making process:The overall decision-making procedure is comprises of five factors, which is mentioned below:Realization of needsRequired informationSeeking alternativesFinal verdictPurchase decision-making process would begin with the needs or demands of the customers,which further enhance the eagerness or the hunger to buy the same. Further, since the customersare very much advanced in this modern era, they grab information or data from different sourcesrelated to the desire product and even ask for suggestions from close and dear ones (Dalla Pozza,2014). Furthermore, customers or buyers use to study about all the alternatives available in themarket place and select one, which seems more appropriate over others. Moreover, once thepurchase decision-making process is completed and the customers use to buy one product out ofseveral alternatives, final verdict of the product comes out which become one of the major factorbehind the satisfaction and dissatisfaction of the customers. Linking the same, since Sainsbury’sPage | 3
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is one of the largest supermarket in UK, the company offers different types of products for thecustomers to buy or purchase (Doligalski, 2015). 1.2 Selection of behavior and assessment of its relation with organization:Considering the taste and habits of the customers in the current scenario, demands for theproducts and services increase if the overall income structure of the individual enhanced. Linkingthe same, the overall buyer behavior can be summarized into four concepts, which are mentionedbelow. Theories of economies:This theory is majorly based on the income earned by the customers and how the same isspending the income towards acquiring different products from different market place. Furthermarginal utility, law of utilization are one of the major factor, which affect the buying decisionof the customers (Lake, 2010). Theories of psychological:The main heart of this theory is based on the attractiveness of brand loyalty towards framingpurchase decision-making procedure. Further, the theory also has minimal impact towards thefuture decisions of the customers.Theories of socio cultural:As mentioned in the name itself, here the purchasing decision of the customer is influenced bythe suggestions given by family, relatives, friend, and other dear ones. Thus, social impact doesplay a vital role towards framing the conclusion of the purchase decision-making process of thecustomer (Czarniewski, 2014). 1.3 Assessment of factors impact the behavior of the customers:As mentioned above, the factors, which affect the purchase decision, making process ofcustomers is never ending in this modern and competitive world, which further is enhancing afterregular intervals. However, between many factors two factors which holds major importance ismentioned below:Page | 4
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