Discuss briefly the advantages Essay
Discuss briefly the advantages
Вisadvantages of using your chosen analytical frameworks (both buyer behavior and IMC) in the development of your analysis and strategy While developing the strategy we have used both the consumer behavior model and the SOSTAC decision making model and thus we can now come up with both the advantages and disadvantages of the two concepts. First of all when starting with the disadvantages we see that the consumer behavior model works best if we take it theoretically however, when we take it up to the practical level, there are many problems that a management faces in order to judge the consumers behavior based on the theoretical model.
First of all the theoretical model is basically a general model and as we know that no two human brains in a world are alike, thus not all consumers may think alike. There can be so many psychological processes going on in human minds that they are not conscious which makes it very difficult for decision makers to have full information about the consumers.
Also there are a lot of different combinations of decisions and preferences that a consumer might take into account when going for a decision and the consumer behavior model takes a general approach to address a specific set of combinations and thus decisions makers can be wrong at a lot of times. In addition, the factor of compulsive buying is a very vast concept and cannot be taken into account in depth by all means because this concept refers to such a behavior of a consumer that the consumer himself can keep away from this attitude.
If a consumer would have known how to get rid off of his compulsive buying attitude then the consumer would not go for a product due to such a behavior at the first(Bloch 1986). Therefore how can we generalize the effects of such a behavior? Isn’t it possible that there might be some logical reasons behind such a behavior that we as marketers are not aware due to lack of information? Coming on to the advantages side, the consumer behavior model and decision making model such as Sostac have been very helpful for us and to any marketing in order to devise a marketing strategy.
These models and sequential processes help us identify the different segments and targets in market to a very good extent rather than making guesses through hit and trial method. Even if we consider them guesses, still these guesses and expectations are quite calculated with the help of these models. Moreover by using the consumer behavior model a company can come up with different marketing options for different target markets and segments keeping in mind several consumer traits, buying behavior and combinations that they tend to make.
Also a SOSTAC model enables us to first analyze our current position of the business. This is important because without knowing the strengths and weaknesses of a company, marketers will take a great deal of risk by throwing out is product in the market just like that.
The SWOT analysis, PEST analysis and the Communication tool analysis has helped us how we can actually market our product keeping in mind a number of external factors such as social factors, means of communication, economical factors and etc.marketing for a Lamborghini is quite different from marketing a soda therefore a lot of insight has to be taken into account in order to come up with the best marketing for the luxurious and expensive Lamborghini SUV (Dhar 1997).
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University/College: University of Arkansas System
Type of paper: Thesis/Dissertation Chapter
Date: 5 June 2017
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