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2.2.1Marketing
Strategy
and
Consumer
Behavior
(Hawkins:
Motherbaugh;
Best,
2007)
I. Market Research and Analysis
•
Internal Company
•
Competitors
•
Restaurant Industry
•
Customers
II. Market Segmentation
•
Identify product-related need sets
•
Group and describe customer
•
Select target market
III. Marketing Strategy
•
Product
•
Price
•
Promotion
•
Place
IV. Customer Decision Process
•
Problem Recognition
•
Informative Search
•
Alternative Evaluation
•
Purchase
•
Post-Purchase Evaluation
V. Outcomes
•
Individual satisfaction
•
Restaurant profit
•
Society
In
this
model
we can see
the customer decision process
intervenes between the
marketing
strategy
and
the
outcomes.
That is,
the
outcomes
of
the
firm’s
marketing
strategy are determined by
its
interaction with the customer decision process. A business
can only succeed if a customer see a need that its product can solve, become aware of its
product and capabilities, decide that it is the best available solution proceed to buy it and
become satisfied with the result of
the purchase (Hawkins;Motherbaugh;Best, tenth
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