Join Drew Boyd for an in-depth discussion in this video Analyzing the buying process, part of Marketing Fundamentals.
- 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,…
You'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.
- Marketing in an organization
- Assembling the team
- Creating the marketing plan
- Analyzing your products, customers, and market
- Segmenting customers
- Creating a value proposition
- Developing a strategy
- Setting goals
- Setting prices
- Using social media
- Presenting your plan to leadership
- Budgeting your plan
- Measuring success
Skill Level Beginner
Understanding Marketing's Role
Analyzing Your Business
Developing Your Strategy
Developing the Tactical Phase
Aligning the Organization
Launching and Measuring Your Plan
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