The Reflection Of Marketing: The Importance Of Consumer Behavior

Before this class started, I had considered that marketing has a great importance and even influence in our everyday life. Nevertheless I was surprised about the wide variety of value-creation and techniques that are used for analysis, for instance analyzing consumer behavior.

Before Mr. Streicher started with the theoretical part and the definition of marketing, we had to consider what comes to our mind when we are thinking about marketing. Thus we developed a kind of mind map about all features, which are linked to marketing. Even in last century’s literature marketing was seen as a job of a specific department that should organize advertising, firm-wide customer care or push sales. Due to this mind map I could actually realize that this definition is obsolete and marketing illustrates

I am of the opinion that these tools are helpful to identify a suitable segment but people adapt their expectations everyday and since the positioning might be sometimes to static. In this case I think it would be interesting to monitor how fast people react on innovations and new products, thus they change their opinion and their expectations. Due to this manner, market research would offer another opportunity to improve the strategy especially it provides an enormous knowledge about people’s experiences.

In fact it depends really on the case and on the needed information, which research method would exhibit the better result. Beside of the choice between quantitative and qualitative method, the research questions influence the result enormously. In my experience, the challenge is to manage the research in a way that does not influence people and their answer. Moreover people do not consider their expectations since all feelings and meanings about products are sometimes