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PharmaSim CONSUMER BEHAVIOR

PharmaSim CONSUMER BEHAVIOR. Advanced Marketing Management Marketing 6202. Segments Related to Consumer Needs. Illness Cold, Cough, Allergy Symptoms Aches, Nasal Congestion, Chest Congestion, Cough, Allergy Age Young Singles, Young Families, Mature Families, Empty Nesters, Retired

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PharmaSim CONSUMER BEHAVIOR

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  1. PharmaSimCONSUMER BEHAVIOR Advanced Marketing Management Marketing 6202

  2. Segments Related to Consumer Needs • Illness • Cold, Cough, Allergy • Symptoms • Aches, Nasal Congestion, Chest Congestion, Cough, Allergy • Age • Young Singles, Young Families, Mature Families, Empty Nesters, Retired • Day vs. Night / Work vs. Home

  3. Product Factors Related to Consumer Needs • Formulation (Drives Effectiveness] • Analgesic, Antihistamine, Decongestant, Cough . . . • Form • Capsule, Liquid, or Nasal Spray • Duration • 4 or 12 hours • Side Effects • Drowsiness, Upset Stomach • Price to Consumer • MSRP, Volume Discount, Promo Discount, Channels

  4. Marketing Efficiency Index Net Income ___________________________________ Advertising + Sales Force + Promotional Budget Cost Dollars

  5. Consumer Purchase Process • Awareness • Evaluation of Alternatives • Intention to Buy • In-Store Attractiveness • Purchase • Usage / Satisfaction • Repurchase

  6. Awareness • What drives awareness? • Advertising! • Detailing • Co-op Advertising • Word of mouth (based on others’ satisfaction)

  7. Intention to Buy • What drives intention to buy? • Couponing • Trial size • Advertising How much value is the product perceived perceived to offer, relative to competitors?

  8. In-Store Attractiveness • What affects attractiveness at point-of-purchase? • Retail Promotion • Price • Shelf Space and Location • Point-of-Purchase Displays Is your brand losing or gaining sales based on influences at point-of-purchase?

  9. Purchase • Intention to Buy • In-Store Attractiveness + Availability May Be a Constraint

  10. Usage / Satisfaction Satisfaction = Realized Value - Expected Value • Realized Value: How well does Allround relieve symptoms? • Advertising ( for Credence Products) • Perceptions from use • Expected Value • Advertising / Word of Mouth • Prior Experiences

  11. Repurchase • Intention • Satisfaction • Co-op Advertising • Couponing • In-Store Attractiveness

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