Instructions Part 1: Compare and contrast the similarities and differences betwe

Instructions
Part 1: Compare and contrast the similarities and differences between a four Ps approach to marketing and the value approach (creating, communicating, and delivering value).
Part 2: Select two advertisements. Describe the needs identified by Abraham Maslow that each ad addresses. What consumer segment is being targeted?
Part 3: Find an international version of one of the prior selected advertisements. What differences do you detect in the international version of the ad? How did the underlying aspects of marketing and psychology utilized in the advertisement change?
Note: Please review my expectations for the assignment. I expect your response to include 2 or more references from the APUS Library system (failure to include such references will detract from your grade on the assignment), and be presented in APA Format. Deliverable length is a minimum of 2 body pages.
Reading/Material
http://ezproxy.apus.edu/login?url=http://ebooks.apus.edu/MKTG300/Tanner_Ch1-4.pdf
The Decision Making Process
Consumer behavior looks at why consumers behave the way they do in terms of buying, using and disposing of products. Understanding the consumer’s decision making process is a fundamental part of understanding why they will buy one product but not another. There are several stages in the decision making process (Tanner & Raymond, 2011):
Influences on Buying Behavior: Situational Influences
SITUATIONAL INFLUENCES CONSUMERS’ MOOD GETTING AND KEEPING THE CUSTOMER IN THE STORE PHYSICAL ENVIRONMENT
A customer’s buying behavior can be temporarily affected by situational influences. Businesses therefore aim to control these factors as much as they can, but it isn’t always possible to do so. Situational influences include the customer’s mood and reason for making the purchase, as well as social, physical and time factors (Tanner & Raymond, 2011).
Influences on Buying Behavior: Personal Factors
Consumer gender and age determine not only what we buy but our attitudes towards shopping. For example, gift buying has traditionally been seen as a woman’s job (Fischer & Arnold, 1990). Do you think that younger men are more likely to go shopping than older men?
Marketers believe that people’s personalities may influence their consumer behavior, and have particularly found that the consumer’s self-concept affects their buying behavior because products are used to develop consumers’ self-identities and enhance how we feel about ourselves (Stevens, 2010). Related to this is the consumer’s lifestyle and psychographics which reflect what people value most. Giddens (1991) in fact states the consumerism answers the question of how we shall live.
Perceptions Influence consumer Behavior
PERCEPTIONS SELECTIVE PERCEPTION SUBLIMINAL ADVERTISING
People’s perceptions play a considerable role in consumer behavior. We perceive products through our five senses – we smell something delicious being cooked, we hear an advertisement that makes us laugh or shocks us. What smells good to one person may be unperceptionsing to another, or what makes one individual laugh may offend another. It is a matter of personal perception.
Consumer Attitudes
Consumer attitude is the way a consumer feels about a product or company. The way a consumer perceives a company or product is based on their values, opinions, experiences and beliefs. Therefore, marketers need to ensure that the information they broadcast about their products and companies are relevant and appealing to their target markets and speaks to what customers want, need, believe and value.
CUSTOMER LEARNING CAN BE NEGATIVE
Learning occurs when consumers use a new product or use a product in a new way. Marketers try to educate consumers by giving them information which encourages them to change their behavior. A customer may have a bad experience with a product or service, and learn that it is a bad product or a bad company.
CUSTOMER LEARNING AS A MARKETING TOOL
Marketers also train consumers through operant conditioning by rewarding them for repeat business. These are known as reward and loyalty programs. Airlines and banks commonly do this. Businesses such as retailers and fast food outlets often target children by pairing free collectable toys with other purchases. Some of McDonalds’ free toys have even become quite valuable. Do you think it is ethical to target children?Business Buying Behavior: How Businesses Make Buying Decisions
B2B CUSTOMERS B2B MARKETS B2B SALES FOCUSED ON CUSTOMER
We have just discussed consumer behavior in terms of people who use products for their own personal use. We will now discuss business customers and their consumer behavior. Business to business (B2B) markets involve governments, resellers, producers and other institutions like churches that purchase goods and services.Types of B2B Buyers
Producers transform goods or services into other products, and include manufacturers and service providers such as restaurants, hairdressers and car manufacturers.
Resellers buy goods and services from producers and resell them without transforming them, and include wholesalers, brokers and retailers like Walmart.
PRODUCERS’ NEEDS
GOVERNMENTS
INSTITUTIONS
Ethical Considerations
Ultimately, companies want to do business with responsible, ethical and reliable organizations. Ethical scandals are not good for business as they damage company reputation. Ethical considerations are a part of any business, and become more complex when a business starts transacting in countries which have different customs. Certain countries have less transparent business practices where bribes are expected to be paid if you want their business. The ratings of transparency by country can be found on www.transparency.org.
LARGE VOLUME BUYERS CAN ABUSE SUPPLIERS
Large businesses like Walmart have been accused of abusing their power by squeezing suppliers for lower prices or squeezing competitors out of the market by lowering their prices to unsustainable levels until the competition goes out of business. It is always vital to abide by the laws and regulations of the countries in which you are doing business, and to be familiar with the code of ethics of the Business Marketing Association. Click on the link to read the full code of ethics.Ethical Considerations
Ultimately, companies want to do business with responsible, ethical and reliable organizations. Ethical scandals are not good for business as they damage company reputation. Ethical considerations are a part of any business, and become more complex when a business starts transacting in countries which have different customs. Certain countries have less transparent business practices where bribes are expected to be paid if you want their business. The ratings of transparency by country can be found on www.transparency.org.
LARGE VOLUME BUYERS CAN ABUSE SUPPLIERS
Large businesses like Walmart have been accused of abusing their power by squeezing suppliers for lower prices or squeezing competitors out of the market by lowering their prices to unsustainable levels until the competition goes out of business. It is always vital to abide by the laws and regulations of the countries in which you are doing business, and to be familiar with the code of ethics of the Business Marketing Association. Click on the link to read the full code of ethics.