Baxis Patel (PhD)

 The EKB Model  of Consumer Behaviour [Engel Kollat Blackwell Model of Consumer Behaviour] Fig-1: The EKB Model of Consumer Behaviour  The Engel Kollat Blackwell Model of Consumer Behavior  was developed by Professors  Engel, Kollat, and Blackwell  at Ohio University, It was  created to describe the increasing, fast-growing body of knowledge concerning consumer behavior. It was later on revised and presented as EBM model to acknowledge efforts of Professor Paul Miniard in this Model. Here we will see EKB Model, in this model they tried to elaborate on descriptive ability of the basic relationships between components and sub-components. The Engel Kollat Blackwell Model of Consumer Behavior or  consists of four distinct stages; 1. Information Input Stage:  At this stage the consumer gets information from marketing and non-marketing sources, which also influence the problem recognition stage of the decision-making process. If the consumer still does not arrive to a specific decision, the

  Marketing Management Philosophies There are Six marketing concepts. A company should choose the right one according to their and their customers’ needs. 1. Production Concept 2. Product Concept 3. Selling Concept 4. Marketing Concept 5. Holistic Marketing Concept 6. Social Marketing Concept Let's see one by one  1. Production Concept This concept works on an assumption that consumers prefer a product which is inexpensive and widely available. This viewpoint was encapsulated in Says Law which states ‘Supply creates its own demand’. Hence companies focus on producing more of the product and making sure that it is available to the customer everywhere easily. Increase in the production of the product makes the companies get the advantage of economies of scale . This decreased production cost makes the product inexpensive and more attractive to the customer. Fig1.   Economies of scale . A low price may attract new customers, but the focus is just on production and not on product qu

Functions of Marketing   Fig 1: Functions of Marketing The marketing process performs certain activities as the goods or services move from producer to consumer. Every firm does not perform all these activities or jobs. However, any company that wants to operate its marketing system successfully must carry them out. The following marketing tasks have been recognized for a long time.   1. Buying & Assembling Buying: Buying is first step in the process of marketing. It involves what to buy, what quality, how much, from whom, when and at, what price. People in business buy to increase sales or to decrease costs. Purchasing agents are much influenced by quality, service and price. The products that the retailers buy for resale are determined by the need and preferences of their customers. Assembling: After buying all the materials purchased it should be collected at a central place, it is called assembling. Assembling is required for all kinds of products whether they are

  The Nature of Marketing may defined by the following points: Human activity: Originally, the term marketing is a human activity under which human needs are satisfied by human efforts. It’s a human action for human satisfaction. Consumer-oriented: A business exist to satisfy human needs, hence business must find out what the desire of customer (or consumer) and thereby produce goods & services as per the needs of the customer. Thus, only those goods should be produced that satisfy consumer needs and at a reasonable profit to the manufacturer (or producer). Art as well as science: In the technological arena, marketing is the art and science of choosing target markets and satisfying customers through creating, delivering, and communicating superior customer value. It is a technique of making the goods available at right time, right place, into right hands, right quality, in the right form and at right price.   Exchange Process: All marketing activities revolve around commercial