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Consumer Behavior
Final Report
Fall 2008
SATHIANVONGNUSAR PHENSIRI
Iiyama Osamu- Consumer Behavior
Ritsumeikan Asia Pacific University
Asia Pacific Management Department
Tel: 090-1194-1561
Email: phensa06@apu.ac.jp
17/11/2008
Final Examination Report
PROBLEM #1 “Role of consumer behavior analyis in marketing strategy”
Role 1 : Formulate Marketing Strategy.
From consumer behavior analysis, It has given marketers a better understanding of customer response or action in 3 stages; pre-purchase, purchase and post-purchase in order for marketer to be able to develop an appropriate level of marketing strategy. Marketing strategies cannot succeed without influencing consumer behavior and they cannot influence them without understanding them.
Role 2 : Implementing Marketing strategy
Based on Consumer behavior analysis, Marketing strategies are developed then marketing strategies involve in action by placing stimuli in the environment that will become part of target market’s environment and finally ultimately influence behavior.
Role 3 : Improve Marketing Strategy
Consumer behavior analysis helps firms and organizations improve their marketing strategies by understanding several issues so that marketers can adapt and continuously improve their marketing campaigns and marketing strategies to reach the consumer more effectively.
PROBLEM #2-1 “Sony case study”.
a.) Cultural meanings of Sony possessed by consumers in “Thailand”.
Exclusivity - In Thailand, people who possess of Sony products feel they are unique and exclusive or even superior than others.
Innovation - Sony is perceived as a company that sells latest high technology products or in other word they are like the pioneer in this industry.
Trustworthy - Thai people are given a trust in Sony product, they expect that Sony...