Strategic Marketing Management in Aviation; video called How They Sell

7.4- Discussion: Consumer Buying Behaviors

Understandingconsumers buying behaviors is an important aspect for retailers andmanufacturers. After viewing the video in Activity 7.3, enter this forum andanswer the questions in numerical order:

Note:Films on Demand is a video service provided through the ERAU Hunt Library videodatabase.

1.Discusshow consumer decision making can be influenced in retailing. Reflect upon theuse of marketing consultants for monitoring human behavior. Research an articleto support the use of technology in the area of tracking customers in retailstores using maps.

2.Doyou agree with the “Reality of Life” statement by Paco Underhill,Retail Anthropologist? Explain.

3.Howcan the old trade practices of 500 years ago work in contemporary retailing?Does Eric Kuhne, Retail Architect, believe in this strategy? Explain.

4.Whatare the contemporary lessons that can be learned from the trade practices foundin Istanbul? Does this approach work in the U.S.? Explain.

5.Discussthe acronym AIDA outlined from Geoff Burch, Sales Coach. Describe how thisapproach may work for some retailers and not for others. Is this an approachthat would work across various sales organizations? Explain your position.

6.Doyou agree with the statement by Geoff Burch, “Listen to the customer andnurture them–People love when people show interest in them” Provide at leasttwo examples from your experience as you reflect upon this statement. Thinkabout how this approach would influence your buying decision on a product,service, or brand.

7.Howhas the art of using scents influenced buying decisions? Are you surprise atthe results from Professor Eric Spangenberg research? Explain.

8.Evaluatethe work from Siemon Skammel-Katz, Retail Consultant, and his use of filming tomonitor consumer behavior in stores.

9.Discussthe advantages and disadvantages of using cameras or other technology devices(e.g. Wi-Fi tracking devices) to monitor consumer behavior.

10.Applythe situational influences on the consumer decision-making process by selectinga product in which a situational factor is most influential for the product(you have selected). Explain the situational factor and the influences oncustomer decision making.

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