Essay - Principles of Marketing Introduction the Decision to Shop for a...

Principles of Marketing

*****

The decision to shop for a new car is a complex consumer process, ********** one that takes into account a series ***** *****dvertising, branding, marketing factors in the one hand and internal perceptions of needs on ***** other. In the case of selecting a new *****, pricing, styling, brand loyalty and the ***** of where to purchase it all are part ***** ***** decisi*****. All of these *****ons ***** factored through buyer characteristics and the buying decision process, two factors that comprise the ********** black box (Kotler, Armstrong, 2005). The text refers to these dynamics as the black box ***** they emanate from the *****, while the marketing stimuli are based on the strategies externally visible. In the example of purchasing a new car, ***** buyer characteristics ***** preferences for given features, from the size of ***** car to its engine type, to color ***** interior form the criteria by which ***** ***** decision process is completed. In the case ***** my ***** to purchase a new c*****r, I would consider all the most *****itical buyer character*****tic ***** and create a short list of makes and models that met my criteria. Next, I'd evaluate each of the makes and models online ***** learn as much as possible about them including getting pricing quotes. As is consistent with the buyer decision process, I would also concentrate on alleviating the risk of a bad ***** ***** trimming makes and models from the list as ***** criteria list became more focused (Kotler, *****, 2005). Ultimately ***** ***** box approach to making the decisi***** of which car to purchase would be defined first using my ***** as the benchmark ***** evaluate all competing models. Second, the buyer ********** process ***** involve trial or test-drives and eventual negotiation for ***** best price and terms.

References

Kotler, P., Armstrong, G (2005). Principles of Marketing, Saddle River, NJ: