Marketing
Consumer Behaviour
Consumer Behaviour
Markets DEFINITION
Any place (virtual or real) where supply meets demand and thus leading to the formation of prices
examples
Reference objects of marketing
Markets define the framework for marketing practiced by companies: customers, competitors, and other stakeholders are the major factors that determine the scope of marketing activities.
Objectives of marketing
Companies strive to actively exert a controlled influence on the behaviour of both customers – or potential customers – as well as competitors to the benefit of the company and its stakeholders.
Stakeholders with determining influence on market activities
5 Stakeholders:
Types of Markets
3 Types
Criteria for the market definition
4 Criterions/ 4 Different mkts
example
problem with mkt definition by products
--> railroad business rather than transportation business
Market definition based on products vs. needs
Examples
Market definition by buyers
Example Roche
-
- 1 / 8
-
Cartes-fiches
Markets DEFINITION
Any place (virtual or real) where supply meets demand and thus leading to the formation of prices
examples
Reference objects of marketing
Markets define the framework for marketing practiced by companies: customers, competitors, and other stakeholders are the major factors that determine the scope of marketing activities.
Objectives of marketing
Companies strive to actively exert a controlled influence on the behaviour of both customers – or potential customers – as well as competitors to the benefit of the company and its stakeholders.
Stakeholders with determining influence on market activities
5 Stakeholders:
Types of Markets
3 Types
Criteria for the market definition
4 Criterions/ 4 Different mkts
example
problem with mkt definition by products
--> railroad business rather than transportation business
Market definition based on products vs. needs
Examples
Market definition by buyers
Example Roche
