Marketing Strategies

The Engel Kollat Blackwell Model of Consumer Behavior

The Engel Kollat Blackwell Model of Consumer Behavior  was created to describe the increasing, fast-growing body of knowledge concerning consumer behavior. This model, like in other models, has gone through many revisions to improve its descriptive ability of the basic relationships between components and sub-components.

The Engel Kollat Blackwell Model of Consumer Behavior or  consists of four distinct stages;

  1. Information Input Stage:  At this stage the consumer gets information from marketing and non-marketing sources, which also influence the problem recognition stage of the decision-making process. If the consumer still does not arrive to a specific decision, the search for external information will be activated in order to arrive to a choice or in some cases if the consumer experience dissonance because the selected alternative is less satisfactory than expected.
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Abey Francis

Howard Sheth Model of Consumer Behavior

John Howard and Jagadish Sheth put forward the Howard Sheth model of consumer behavior in 1969, in their publication entitled, ‘The Theory of buyer Behaviour’.

The Howard Sheth Model is a sophisticated integration of the various social, psychological, and marketing influences on consumer choice into a coherent sequence of information processing. It aims not only to explain consumer behavior in terms of cognitive functioning but to provide an empirically testable depiction of such behavior and its outcomes (Howard 1977).

The logic of the Howard Sheth model of consumer behavior summarizes like this. There are inputs in the form of Stimuli. There are outputs beginning with attention to a given stimulus and ending with purchase.… Read the rest

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Nicosia Model of Consumer Behavior

Nicosia Model of Consumer Behavior  was developed in 1966, by Professor Francesco M. Nicosia, an expert in consumer motivation and behavior.  This model focuses on the relationship between the firm and its potential consumers.  The model suggests that messages from the firm (advertisements) first influences the predisposition of the consumer towards the product or service.   Based on the situation, the consumer will have a certain attitude towards the product.     This may result in a search for the product or an evaluation of the product attributes by the consumer.   If the above step satisfies the consumer, it may result in a positive response, with a decision to buy the product otherwise the reverse may occur.  … Read the rest

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Publicity Strategies in Marketing – Positive and Negative

In today’s world, image and reputation of a business is critically significant than past due to increased market competition and also, with developed technologies, the consumers can be more easily evaluate to particular brand of product or organization. Therefore, it is essential that businesses and organizations have understanding of the effective public relation strategy  for healthy and positive brand development. Successful public relation can be give to organization as a good image, and thus publicity is significant role in terms of successful public relation. Because, publicity can be helps gain public awareness and build relationship between products and consumers.

The publicity can be defined in many interpretations.… Read the rest

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Market Activated Corporate Strategy (MACS) Framework

Market Activated Corporate Strategy (MACS) Framework was developed in the late 1980s. But it wasn’t developed at once. There were several predecessors to this framework.

Once of the first can be the BCG Growth-Share Matrix. This matrix represents the market growth rate and the relative market share, and according to the level, the business units were divided into 4 categories. It was used very often before, but over the time more comprehensive tools were designed, to eliminate the weaknesses of BCG Matrix, like the fact that is takes into consideration only two factors, avoiding many many others that have a huge impact on profitability.… Read the rest

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The Transition From the Transactional Marketing to Relationship Marketing

The approach to marketing between the 1950s and 1980s changed drastically through various theories and practices, which changed the way organisations viewed marketing as a whole. The 1950s saw the influence of the marketing mix, including the 4Ps model of marketing. This model consists of; product, price, place and promotion. The idea is to help organisations understand how to satisfy their target market. A product can be seen as tangible or intangible, as it can be in the form of services or goods. For a product to create revenue there has to be a need and demand for it. Therefore, organisations must carry out research into the market, so that they have a true understanding of the product life cycle they could potentially go through.… Read the rest

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