Personal Seling And Salesmanship (BCOS-186) - Old

Types of buying behaviour depend on involvement and brand differences. Any three are:

1. Complex buying behaviour: high involvement, high brand differences (e.g., laptop, car); extensive search and evaluation.
2. Dissonance-reducing behaviour: high involvement, low brand differences (e.g., tiles/paint); post-purchase doubt is common.
3. Habitual buying behaviour: low involvement, low brand differences (e.g., salt, bread); routine purchase.
4. Variety-seeking behaviour: low involvement, high brand differences (e.g., snacks); switching for variety rather than dissatisfaction.

CTR (Click-Through Rate) shows how many people clicked an ad/link after seeing it. Higher CTR generally means the message is relevant.

Conversion rate shows how many visitors completed the goal (buy/signup). It reflects landing page and offer effectiveness.

Thus CTR measures interest; conversion rate measures action/results.

Marketing concepts evolved with changes in competition and customer expectations:

1. Production concept

• Idea: customers prefer low-cost and easily available products.
• Focus: mass production, efficiency, distribution.
• Example: basic commodities where availability matters.

2. Product concept

• Idea: customers prefer high quality and best features.
• Focus: continuous product improvement and innovation.
• Risk: marketing myopia (ignoring real needs).
• Example: tech firms focusing only on features without usability.

3. Selling concept

• Idea: customers will not buy enough unless persuaded.
• Focus: aggressive selling and promotion.
• Example: pushing insurance or unsought goods through agents.

4. Marketing concept

• Idea: start with target customer needs; deliver satisfaction better than competitors.
• Focus: research, segmentation, integrated marketing mix, satisfaction.
• Example: brands designing products after customer research and feedback.

5. Societal marketing concept

• Idea: balance customer satisfaction with long-term social welfare.
• Focus: ethical and sustainable marketing.
• Example: reducing plastic packaging, promoting healthier product options.

Thus, marketing evolved from product/production orientation to customer orientation and then to society and sustainability orientation.