unit 3 assignment 4
Unit 3
Mica Shufflebotham Introduction to Marketing
Assignment 4
Cadburys Dairy Milk chocolate- Information sheet 1
Customers and consumers
A person that purchases for the product or service is a customer, whereas the consumer is the ultimate user of the product or service. A person can be both the customer and consumer. This applies to Cadburys consumer markets, and the customer may not be the end user of the product. For example, if you buy a Cadburys dairy milk chocolate bar for your friend, you are the customer and your friend is the consumer.
Cadburys must achieve the defining and profiling of consumer markets to be successful marketers. They define potential customers and consumers in terms of:
What they want for the price?
What ways of communication they can be best reached through?
What they expect from the product itself?
What method of distribution will be most convenient for them?
Buyers including business to business
It is not only individuals in the consumer marketplace that have the potential to buy, as buyers also exist in the business to business market. B2B markets are individuals that have the responsibility of purchasing on behalf of the business. Cadbury have both individual and business to business consumers. They trade with all major supermarkets and superstores, but also sell to local and private shops. This way they can broaden their distribution and reach customers and consumers everywhere.
Influence over purchasing decisions
Marketers such as Cadbury need to identify buyer behaviours, as this puts the company in a better position to target the products at particular markets. Buyer behaviour is primarily focused on the needs and wants of individuals, groups and businesses. It is important for Cadbury to understand the relevance of human needs over buyer behaviour. For example, for the products targeted at young children, it is the parents who have influence over purchasing decisions.
Market segmentation
Mica Shufflebotham Introduction to Marketing
Assignment 4
Cadburys Dairy Milk chocolate- Information sheet 1
Customers and consumers
A person that purchases for the product or service is a customer, whereas the consumer is the ultimate user of the product or service. A person can be both the customer and consumer. This applies to Cadburys consumer markets, and the customer may not be the end user of the product. For example, if you buy a Cadburys dairy milk chocolate bar for your friend, you are the customer and your friend is the consumer.
Cadburys must achieve the defining and profiling of consumer markets to be successful marketers. They define potential customers and consumers in terms of:
What they want for the price?
What ways of communication they can be best reached through?
What they expect from the product itself?
What method of distribution will be most convenient for them?
Buyers including business to business
It is not only individuals in the consumer marketplace that have the potential to buy, as buyers also exist in the business to business market. B2B markets are individuals that have the responsibility of purchasing on behalf of the business. Cadbury have both individual and business to business consumers. They trade with all major supermarkets and superstores, but also sell to local and private shops. This way they can broaden their distribution and reach customers and consumers everywhere.
Influence over purchasing decisions
Marketers such as Cadbury need to identify buyer behaviours, as this puts the company in a better position to target the products at particular markets. Buyer behaviour is primarily focused on the needs and wants of individuals, groups and businesses. It is important for Cadbury to understand the relevance of human needs over buyer behaviour. For example, for the products targeted at young children, it is the parents who have influence over purchasing decisions.
Market segmentation