By Michael Armstrong
This advisor to trendy ideas in all fields of administration is a perfect spouse for pro managers, in addition to an important reference e-book for enterprise and administration scholars. It contains over a hundred systematic and analytical tools used to aid in decision-making and to enhance potency and effectiveness.
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Additional info for A Handbook of Management Techniques
MODELS OF CONSUMER BUYING BEHAVIOUR The simplest model means responding to immediate needs in the following ‘AIDA’ sequence: awareness, interest, desire, action. An alternative model is the buyer/decision sequence: ᔢ problem recognition – establishing a need; ᔢ information search – seeking ways of satisfying the need that can be influenced by marketing; ᔢ evaluation of alternatives – this can be influenced by promoting the product or service; ᔢ purchase decision – to purchase or not to purchase, based upon the evaluation; ᔢ post-purchase behaviour – the degree of satisfaction or dissatisfaction will affect future purchasing decisions and sales tactics will aim to produce a positive reaction.
It includes data on economic and business trends, consumerbuying behaviour, market developments, competitive products and prices as well as data generated by market research. THE MARKETING INFORMATION SYSTEM A marketing information system collects and analyses information to assist marketing decision makers. It is an integral part of the company’s overall management information system. The marketing information system operates as a decision support system to the following four systems: ᔢ The internal accounting system, which generates data as part of the process of everyday business.
The idea is that maximum exposure at point of sale is the most important criterion. ᔢ Selective distribution comes next and instead of spreading marketing effort over a wide range of outlets, manufacturers concentrate on the 38 ᔡ Marketing Management most promising of profitable outlets. It is also used where retail facilities, resources or image might have an impact on consumer impressions (for example, expensive perfumes being sold in higher-class stores). Certain products may require special storage and facilities like refrigeration or regular servicing, so retailers will have to be adequately equipped.
A Handbook of Management Techniques by Michael Armstrong