UNIVERSIDAD AUTNOMA DE NUEVO LEN FACULTAD DE CONTADURIA PBLICA Y ADMINISTRACININTERNATIONAL BUSINESS PROGRAM

Final Project

Student: Jordan Jesus Mora Rodrguez 1523590Victor Saul Rodriguez Torres1525720Mauricio Villarreal Sandoval1562615Jorge Alfredo Arroyo Ortiz1543143Carlos Alberto Amezquita miranda1543112

Group:5VI Subject:BusinessTeacher: Homero MartinezCiudad

Universitaria de Nuevo Len.

INDEX

Introduction1

Sales, Value, Technology1

Segmentation.2

Motivation/Tricomponent..3

Personnal conclusions..4

IntroductionThe globalization of today's business environment has resulted in a unique problem for manufacturers, marketers, and consumers. Nowadays, marketing is about attracting people to the market, to their products. Because of this, there are many things that marketers and we as consumers must have in mind at the moment of accepting a brand as well as buying a product. There are several traits for us to keep checking put the ways marketers use techniques and strategies to create a brand recognition and to create actual value for the company. In the next paragraphs we will see specific traits marketers create and divide to be able to promote a product, the psychological, demographic, social class and likelihood traits that marketers have in mind in order to create value for the product and to increase sales. For the companies, customer is the most important things, if there are no sales, then there is no business, so they must give them the customer value they deserve, they must gain their trust, and they must retain them in many different ways and with different methods. For the value is what the customer gets as a benefit, the trust is getting the company the confidence of the customer and for the retaining is the way the company takes care of a customer so it does not go to another brand. New technologies have been used in all the areas of the company, for selling, there is websites and digital firms, which enables the power of the customer for not going out to be able to purchase something, it can be everything from inside home. There is also a struggle and there is also benefit for the company, because the competition since the technology increased, also increased, nowadays companies are always trying to look for new things aimed at creating new marketing for the customers to actually see their brand, this enables the great creativity of the marketers and also creates a great experience for the customers, and since the information is in there and very quick, also the process of picking a service or product has changed. Consumer research process is the act of looking for the necessities and things that a customer wants on a certain product, enabling the power of the producer of modifying and creating a good with certain development so the customer acquires it. This enables the marketing, the product and the messages that may be sent so the good can caught up the customer attention, for the primary research, which includes the qualitative and quantitative research of the type of survey, questionnaire or interview analyzed, these items create a new data gathering for using it to develop what is needed.Because buyers differ in their preferences for products, finding out what these preferences are and grouping buyers with similar needs is an essential part of business and marketing strategy development. Market fragmentation and granularity characterize many mature markets. Effective segmentation is key to market-driven strategy, linking strategic issues with the management of resources and operations around segment targets. Segmentation links value opportunities in the market and new market spaces to a companys capabilities to achieve a strong strategic positioning. Segmentation demands close attention to market definition, identifying market segments and forming segment targets, which are described, analyzed and evaluated. Segmentation of a product-market requires that response differences exist between segments, and that the segments are identifiable and stable over time. Also, the benefits of segmentation should exceed the costs. The variables useful as bases for forming and describing segments include the characteristics of people and organizations, use situation, buyers needs and preferences, and purchase behavior. Segments can be formed by identifying customer groups using the characteristics of people or organizations. The groups are analyzed to determine if the response profiles are different across the candidate segments. Alternatively, customer response information can be used to form customer groupings and then the descriptive characteristics of the groups analyzed to find out if segments can be identified. Several examples of segment formation are discussed to illustrate the methods that are available for this purpose. Finer segmenting strategies present attractive options for moving toward small segments and responding to buyers unique value requirements. Technology, buyer diversity, and relationship opportunities are the drivers of finer segmentation strategies. These strategies include microsegmentation, mass customization, and variety seeking. While potentially attractive finer segmentation strategies are more complex than other forms of segmentation and require comprehensive benefit and cost evaluations. Segment analysis and evaluation consider the strengths and limitations of each segment as a potential market target for the organization. Segment analysis includes customer descriptions and satisfaction analysis, evaluating existing and potential competitors and competitive advantage, marketing program positioning analysis, and financial and market attractiveness. Segment analysis is important in evaluating customer satisfaction, finding new-product opportunities, selecting market targets, and designing positioning strategies. Nonetheless, it is also important to understand the organizational barriers to implementing segmentation strategy which may exist in a company, and to evaluate the fit of segmentation with company capabilities. Effectively implemented, a good segmentation strategy creates an important competitive edge for an organization. Now at the end of the semester we know that Market segmentation is the opposite of mass marketing and is part of the segmentation, targeting, and positioning framework. Market segmentation is an integral part of a company's marketing strategy. It is the process of breaking down a larger target market into smaller, more homogeneous groups of customers that you can more efficiently market to. Both consumer-oriented and business-oriented companies should segment customers using one of several common approaches. In order to be a viable target market, a segment must be identifiable, sizeable, stable or growing, accessible, and congruent with the marketers objectives and resources. Another interesting chapter of consumer behavior was Motivation that is the driving force within individuals that impels them to action. This driving force is produced by a state of uncomfortable tension, which exists as the result of an unsatisfied need. All individuals have needs, wants and desires. Motivation can be either positive or negative. Consumer motivation is an internal state that drives people to identify and buy products or services that fulfill conscious and unconscious needs or desires. The fulfillment of those needs can then motivate them to make a repeat purchase or to find different goods and services to better fulfill those needs. Consumers organize their perceptions into unified wholes according to the principles of Gestalt psychology: figure and ground, grouping and closure. The interpretation of stimuli is highly subjective and is based on what the consumer expects to see in light of previous experience, on motives and interests at the time of perception, and on the clarity of the stimulus itself. Stereotypes that distort objective interpretation stem from physical appearances, descriptive terms, first impressions, and the halo effect. An attitude is a learned predisposition to behave in a consistently favorable or unfavorable way with respect to a given object. Each property of this definition is critical to understanding why and how attitudes are relevant in consumer behavior and marketing. Of considerable importance in understanding the role of attitudes in consumer behavior is an appreciation of the structure and composition of an attitude. Four broad categories of attitude models have received attention: tricomponent attitude model, multiattribute attitude model, trying to consume attitude model, and attitude toward the ad model. The tricomponent model of attitudes consists of three parts: a cognitive component, an effective component, and a conative component. The cognitive component captures consumers knowledge and perceptions about products and services. The affective component focuses on a consumers emotions or feelings with respect to a particular product or service. The conative component is concerned with the likelihood that a consumer will act in a specific fashion with respect to the attitude product.

Jordan Jesus Mora Rodriguez: Marketing is all about research. Research will enable the marketers to focus on a type of people, a division of the market, making it your target to create ads and to enter the consumers mind in order to positionate your brand, your product, making people believe in you. It is also a great research that includes the social class, the psychological, culture, demographic, attitude, lifestyle and believe trait that is implied in the fact of how to be inside your purchase decision. Marketing is all over research and divisions, what I learnt the most is to make research according to specific traits done.Carlos Alberto Amzquita Miranda For me, the most interesting thing of consumer behavior is how the big brands adapt their ads with the culture of a particular country and how the agreements and trade associations have helped the brands to cross boundaries and become global brands.Mauricio Villarreal Sandoval What I found more interesting about everything is the way that we need to focus on necessities for the different social strata that exists, in Mexico we have a lot of levels in societal economy so we must adapt ourselves to those stratas and social classes.Victor Saul Rodriguez Torres: The most important part o marketing is the market research, if there is no market research then, the information you may have can be worthless, since we make a market research we are able to encounter different perspectives of everything so we must create value for de company and to check which things we will have in common to the divisions.Jorge Alfredo Arroyo Ortiz: Creating good information makes marketers create a good report of what they are doing, since then have to check the lifestyles of the people they do in the market research it is good for the marketers to have reports of data. I like the part of the brand recognition because that means that your brand is actually working and is having a good impact on the people.