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Victor-George Constantinescu

grupa 1717


Grupa 1717

HOMEWORK 2

a. Laundry detergents; anti-perspirant sticks

b. Food products: bread, oil, flower, sugar, etc.

c. Household appliances: TV; acuu! cleaner; etc.

d. "ars; houses

1-2. #hen $ consider buying a product, it should generally cater for !y needs. %s a buyer, $

consider !yself to be a decision-!aker. For e&a!ple, when $ buy so!ething $ !ake decisions

according to the noelty of the product $ hae decided to try, according to !y budget and of

course, to other people's reco!!endations regarding that particular product. Therefore, !y

decisions are indiidual but also collectie, in that other people !ay contribute to the!, but

this aspect can ary according to the product type. For instance, $ hae to ad!it that if $ a! to

participate in an official eent where for!al attire is re(uired and where !en should wear

only elegant suits, then when deciding to buy a particular suit, $ generally take into account

!y parents' or friends' point of iew and opt for the brands they reco!!end !e.

3. $ beliee that on a general basis, people assu!e seeral roles in the buying group. For

instance, after purchasing a tooth paste one uses, he)she auto!atically beco!es a user. $f on

the other hand, he)she is pleased with that tooth paste and tells or persuades other people to

try it too, then one beco!es an influencer. This !eans that one beco!es an influencer after

one has got a certain kind of buying e&perience. #hen one !akes a certain *!arket analysis',

he)she co!pares the products and selects the!, in this way assu!ing the role of both decider

and buyer. For instance, in a fa!ily the wo!an's role is ery i!portant because as a rule, she

is the one getting ac(uainted with purchasing certain types of consu!er products. %t the sa!eti!e she also beco!es ac(uainted with the products benefits which are related to either cost or

(uality. $n this case, she is both an initiator and influencer as she has the power to persuade

her fa!ily !e!bers on the one hand and deelop their consu!ing habits on the other. +he can

also be a buyer and a user of that product.

4. $t is !y opinion that roles differ according to the product type. The products category

differs according to the product positioning on the !arket and the classes of people the

product addresses to. For e&a!ple, it is harder to beco!e the buyer of a house)car you cannot

nor!ally afford.




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5. es they can. ne can beco!e an initiator when considering buying a house. This role can

change the !o!ent one has the necessary a!ount of !oney to purchase the house. $n this

case, one beco!es a buyer. $n fact, the process of purchasing a house beco!es co!ple& if one

does not hae the necessary su! of !oney to buy the house thus resorting to a bank loan.

%ssu!ing that one considers !aking a personal bank loan to get the necessary su! of !oney

and that he)she finally gets it, the role changes fro! influencer in trying to conince the bank

that he)she needs the !oney to buy the house/ to buyer.

. $n this situation the child !ay be the initiator, the !other !ay be the influencer as she tries

to conince the father to buy the ideo ca!era and the father hi!self can beco!e both decider

and buyer. These roles can change in accordance with the necessity. For instance, the child

!ay assu!e no role; neither can he)she beco!e the user of the ideo ca!era. This depends on

the consu!er e&perience.

7. $f the pre!ise is that !arketing creates alue, then this aspect e&plains !arketing's role in

an organi0ation. 1oreoer, !arketing assigns all those actiities which accelerate serices or

the !oe!ent of goods fro! the producer to the consu!er. $n other words, it refers to those

actiities connected with distribution, adertising, pro!otion, !erchandising, product

planning, publicity, research and deelop!ent, transportation, sales and serices or

warehousing of goods. For e&a!ple, +ony is a co!pany with a reputable na!e and a great

trade of brand recognition worldwide. The co!pany rapidly presented itself to the world as a

technological inentor capable of creating !any consu!er-friendly products such as the

#alk!an, the transistor radio, and the ca!corder, although it started a s!all 2apanese

teleco!!unications co!pany in Tokyo.

Howeer, $ beliee that at the !o!ent +ony needs to approach an effectie !anagerial

strategy of new product deelop!ent that is likely to achiee success, but at the sa!e ti!e

!ini!i0e risk. $n !y opinion consu!er needs can be satisfied by innoation. Therefore, these

needs !ay relate to new product designs with appeal, new product uses, or the innoatie

deeloping of new groups of product users. 1oreoer, a !ore sophisticated strategy to react

to co!petition is the 3second but better4 strategy. The fir! waits until the co!petitor's

product is reealed and then not only copies it, but i!proes on it. The ob5ectie here is to be

fle&ible and efficient so as to produce a product that will be superior to the co!petition

without incurring the heay !arket deelop!ental e&pense for the product.




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!nit 3

1. a/ W"ic" are the basic (ualities of a car6

b/ W"at is your faorite car type6 +7V sport utility ehicle/

c/ W"# do you prefer this car6

d/ W"o is the best +7V producer6e/ W"# do you think %udi 89 is the best car6

f/ W"en is the right ti!e to buy a car6

%nswers to the (uestions aboe:

a/ $ beliee that a car's basic (ualities are: consu!ption, safety and durability

b/ 1y faorite car is the +7V

c/ First of all because they are ery safe and constitute the perfect !atch for

!ountain e&peditions. $ a! ery fond of going in the !ountains. %nother reason is

that this type of car is able to withstand the bu!py roads in o!ania.

d/ $ a! a fun of the %udi brand, so $ beliee that %udi 89 is the best one.e/ ecause it !eets all the criteria of a sport utility ehicle type.

f/ The !o!ent it responds to so!e needs and after haing done a research on the car

!arket.

2. oth. <enerally, there are co!panies whose profile or field of actiity inoles

short or long distance driing. =.g : eents deliery ; distribution ; sales

co!panies, etc.

3. %s an indiidual, $ think that $ would buy a car only for !y personal interest. $f it

co!es to consider why an organi0ation would purchase a car, then the answer

would be related to the co!pany subsistence, that is, in this conte&t the purchase

of car can beco!e the ob5ect of their work or actiity they perfor!.

4. a. $!pulse buying

b. =&tensie decision !aking

c. =&tensie decision !aking

d. =&tensie decision !aking

e. =&tensie decision !aking

5. $. "onsu!er buying decision process

%. rgani0ational buying decision process

C. "onsu!er buying decision process;

&. rgani0ational buying decision process

E. rgani0ational buying decision process

'. rgani0ational buying decision process

G. rgani0ational buying decision process

H. "onsu!er buying decision process

(. "onsu!er buying decision process

). rgani0ational buying decision processK. rgani0ational buying decision process




grupa 1717

Rea*ing

1. $n !y opinion consu!er buying behaior deries fro! !arketing !echanis!s. There

is an aspect connected to !utuality. % !arketer will sell his product where necessity is

iable, where necessity e&ists. This habit is for!ed due to the e&istence of necessities

according to which seeral targeted differentiations are !ade. $n this conte&t, so!e people

afford to buy e&pensie products, while others opt for the cheaper ones.

2. >- * ; ?. + ; @. a ; A. c ; B. e ; 9. ,

3. $ personally consider that the factors that influenced the rise in pet food sales are

attributed to hu!an-ani!al bond and big-spending baby boo!ers.

Voca,uar#

$. Fill in the blanksC

>. personality

?. social factors

@. situational factors

A. personal factor

B. !otie

9. learning

D. psychological factors

E. selectie retention

. knowledge

>G. selectie distortion

>>. leel of inole!ent

>?. de!ographic factors

>@. ability




grupa 1717

>A. attitude

>B. infor!ation inputs

>9. perception

>D. selectie e&posure

>E. patronage !oties

>. role

?G. reference group

?>. social class

??. culture

?@. subcultures

.

Eniron/enta Organi0ationa (nterpersona (n*ii*ua

urchasing policies uying centre structure ower relationships age

Laws "o!petitie forces "ooperation =ducation leel

=cono!ic conditions esources "onflict 2ob status

egulations b5ecties inco!e

Technological changes personality

C.(nterie on a foreign holiday

(nterieer #hy did you opt for Constanta Holyday Travel?

(nterieee $ chose Constanta Holyday Travel for two reasons: first of all because they treat

each client indiidually and understand what we as custo!ers want, presenting all the details

about the options they hae and about the location chosen. +econd of all, they do not try to




grupa 1717

i!pose any opinion to people and present things as they are. % ery i!portant aspect is that

"onstanta Holiday Trael !oulded its i!age as a leader in the lack +ea area touris!.

(nterieer How do you think they !anaged to get this reputation6

(nterieee $ think that they got this reputation by a lot of hard work, honesty and integrity

in their business with trael agents and clients, consistency in proiding high-(uality

personali0ed serices, co!petitie rates and e&tensie use of new technologies. %boe all, $

personally consider that though, they !ade it their priority to first gain the trust of trael

agents and their clients and to build the goodwill of their organi0ation.

(nterieer #hy did you choose =gypt6

(nterieee ecause it has wonderful serices and the right !i& of leisure, business and

entertain!ent which actually !akes it the best destination for both personal and business

trips. $ !ust tell you that $ a! fascinated by the pyra!ids. ou know, =gypt has !any

different traelers isiting it eery year and the rich history together with cultural ite!s and

locations !ake it a great destination that traelers fro! all oer the world want to co!e back

to.

(nterieer How long did it take you to decide that =gypt is *the destination' for you and

what did you take into consideration when !aking this decision6

(nterieee $ decided i!!ediately after the offer had been presented to !e. $ took into

consideration the e&cellent serices they offered, $ hae already told you that.

(nterieer ou said that you chose =gypt i!!ediately after the package presentation. $

guess you traeled alone didn't you6

(nterieee: Io, $ didn't. $ actually coninced !y best friend to acco!pany !e too.

(nterieer: $ see. %part fro! =gypt, did you also hae any other alternaties6

(nterieee $ did. <reece was another option. ut =gypt was the *one' for !e to pick

(nterieer Jid you engage in any *local' e&perience during your 5ourney6




grupa 1717

(nterieee $ did and one of the !ost unforgettable e&periences was the =gypt Iile "ruise

which is definitely the !ost fantastic and interested thing to do in =gypt. $ spent a few days on

board one of the BK Iile "ruise and sailed for B days along the Iile ier. %t the sa!e ti!e $

e&plored the !agnificent beauty of the =gyptian 1onu!ents and te!ples.

(nterieer #hat would you reco!!end for other traellers who wish to trael to =gypt6

(nterieee $ would recco!end the! to choose "onstanta Trael Holyday first because they

are a ery serious and co!petitie touris! agency. $n this way tourists will hae the

opportunity to take adantage of all beautiful and interesting things in =gypt.

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