Join Drew Boyd for an in-depth discussion in this video Analyzing the buying process, part of Marketing Foundations.
- Customers follow a distinct set of steps…when buying anything.…That process may take a matter of seconds,…such as an impulse purchase at a store,…or it may take a matter of months,…such as the purchase of a new home or a car.…Typically though these steps are as follows:…First is the Need Recognition phase.…This is where customers realize…that they want something.…That can be triggered internally,…for example if a customer is thirsty…that will trigger a need for some type of beverage.…
But it can also be triggered externally…through advertising or other stimuli.…If a customer sees a TV commercial for a…cold soft drink or perhaps sees a group of…people drinking it,…those could stimulate the customer…to want that same drink.…The Need Recognition step is very important…because without it there won't be a sale.…The next step is Information Search.…Once customers feel a need to have something,…they start gathering information about…solutions for that need.…
They get information from a wide variety…of sources including commercial advertising,…
Author
Drew Boyd
Released
9/20/2014You'll also learn to address tactical challenges and present the plan to get buy-in throughout an organization, from the C-suite to the sales team, as well as use the marketing plan to guide outside agencies and vendors. Finally, you'll learn how to launch the campaign and measure its performance.
- Define marketing in an organization.
- Explain the planning process.
- Determine the scope of a marketing plan.
- Research competition and analyze products.
- Describe how to segment and target customers.
- Explain the 4Ps model.
- Understand and design distribution channels.
- Measure Key Performance Indicators.
Skill Level Beginner
Duration
Views
-
Introduction
-
Welcome1m 20s
-
-
Understanding Marketing's Role
-
Marketing in an organization3m 32s
-
Assembling the team3m 32s
-
Creating the marketing plan2m 56s
-
-
Analyzing Your Business
-
Researching the competition3m 49s
-
Analyzing your products3m 19s
-
Analyzing your customers3m 47s
-
Analyzing the buying process4m 28s
-
Analyzing your market4m 15s
-
Developing Your Strategy
-
Segmenting your customers4m 23s
-
Targeting your customers3m 55s
-
Positioning your message4m 46s
-
Setting goals3m 20s
-
-
Developing the Tactical Phase
-
Understanding the 4Ps model2m 50s
-
Setting prices4m 11s
-
Communicating price3m 5s
-
Integrating all four Ps3m 49s
-
-
Aligning the Organization
-
Educating the sales team3m 27s
-
Guiding vendors and agencies3m 19s
-
Launching and Measuring Your Plan
-
Budgeting3m 7s
-
-
Conclusion
-
Mastering marketing thinking3m 16s
-
Next steps4m 14s
Take notes with your new membership!
Type in the entry box, then click Enter to save your note.
Press on any video thumbnail to jump immediately to the timecode shown.
Notes are saved with you account but can also be exported as plain text, MS Word, PDF, Google Doc, or Evernote.
Share this video
Embed this video
Video: Analyzing the buying process