Name: Deyanti Manalu

Professor: DeQuan M. Smith

CHAPTER VI – VII

Chapter Six- Consumer Markets and Consumer Buying Behavior

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 1. Explain why marketers study buyer behavior and discuss characteristic affecting
consumer behavior. Which characteristics do you think would have the greatest
impact on your decision to select a restaurant to celebrate a special occasion, such as
birthday or anniversary?
Answer: Because the central focus of marketing is the consumer. To devise a good
marketing plans, it is necessary to study consumer behavioral attributes and needs,
lifestyles, and purchase processes and then make proper marketing-mix decisions.
Characteristics: influence how he or she perceives and reacts to stimuli (Culture,
Social, Personal, and Psychological). Characteristic of culture. culture provides
standards and "rules" about when to eat ("not between meals"), where to eat ("in a
busy restaurant, because the food is likely to be good"), what is appropriate to eat
for dinner ("something hot and good and healthy"), and snacks ("something with
quick energy"), and what to serve to guests at a dinner party ("a formal sit-down
meal"), at a picnic (barbecued "franks and hamburgers"), or at an anniversary
(champagne). Culture is also associated with what a society's members consider to
be a necessity and what they view as a luxury.

2. Choose a restaurant concept that you would like to take overseas. How will the
factors shown in Figure 6-2 work for or against the success of this restaurant.
Answer: The restaurant will take the concept’s focus on grilled chicken and fish, and
vast knowledge of development by the corporate support team, the concept will
work well for the US population, as well as in other parts of the world. A fast casual
culinary experience offering fun, fiery and flavorful cuisine.

3. Discuss when the family can be a strong influence on buying behavior regarding the
choice of restaurant
Answer: Family can be strong in choosing a restaurant depends upon their mood.

4. Apply the five stages in decision process to your selection of a destination for your
next vacation.
Answer: There are 5 steps in decision making process is Identify the need for a
holiday decision making, search for an ideal holiday destination, evaluation of
alternative holiday decisions, purchase of holiday plan and its post purchase
evaluation

5. An advertising agency president says, “Perception is reality. “ What does he mean

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 Answer: Perception is reality can be defined in several way. Another way to look at
it is in the way people/consumers make up their minds about a product without
actually first trying it out or buying it. Their "experience" with the product is based
solely on what they have heard about the product from others or seen or read in the
media. Perception is very important in advertising/ marketing. When consumers
perceive a product or service that is advertised/ marketed to be very beneficial and
efficient, chances are they would avail of that product or service. If consumers aren't
smart enough, they might think that a product or service is as good as they think it
is. In that case then, their perception would become the 'reality' they choose to
believe in.

Chapter Seven- Organizational Buyer Behavior of Group Market

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 1. What is derived demand? Give an example of derived demand for a hotel in your
town.
Answer: Derived Demand: Organizational demand that ultimately comes from
(derives from) the demand for consumer goods. I worked for the The Magani Hotel,
Bali. We ever have had close to 100% occupancy since the end of September, even
though is supposed to be "are slow season". The main reason for the recent demand
in hotel rooms during "are slow season" is because of hot season in Bali. This is an
example of Derived Demand.

2. The buying center consist of six roles. Why is it important for marketers to
understand these roles?
Answer: It is very important for marketers to understand the roles of the buying
center for a couple of reasons. For one the buying center consists of users,
influencers, deciders, approvers, buyers, and gatekeepers. If marketers can
understand the roles of all the participants in the buying centers they will understand
the purchasing decision process for all 6 members of the buying centers. Lastly if
marketers understand the roles of all the members they will be answer important
questions like who influences the users, influencers, deciders, approvers, buyers,
and gatekeepers.

3. Discuss the major environmental influences that affect the purchase meeting space
by IBM (or another corporation of your choice) for its sales meeting.
Answer: a) A slowdown in the economy, which could be translated to less computer sales
may cause IBM to tighten its travel expenses to help maintain profitability (economic
environmental factors).
b) The customary three-day sales meetings of IBM that close with a dinner banquet allow
hotel sales people to promote its specialty banquet to the company (organizational
factors).
c) The hotel sales person who is rude to the receptionist of the IBM may be blocked by
the receptionist from contacting the decision maker of the sales meetings (Interpersonal
factors).
d) A detailed-oriented meeting planner of IBM who is new to his job may prefer the hotel
sales person to talk him through the entire process (individual factors).

4. How would a catering sales manager handle a mother and daughter making
arrangements for the daughter’s wedding differently from a meeting planner from a
major corporation wishing to get a quote on a regional sales meeting, which she or
he has already done in five other cities?

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 Answer: A catering sales manager would handle a mother and daughter making
arrangements for her wedding differently from a meeting planner from a major
corporation by being more personable and having more face to face meetings with
the mother and daughter.

5. How can a hotel sales representatives identify who is responsible for purchasing
meeting space, banquets and rooms for corporate travelers in the corporate
headquarters of an insurance company?
Answer: They do this by focusing on the market groups that the hotel appeals to and
by soliciting the groups in that market. In addition to the sales function, the division
may have a convention service department. This department handles the details of
sales groups coming to the hotel. Convention services would handle the reservation
requirements, catering and meeting arrangements and any "outside" needs the group
may have. Hotel sales representative usually handles the advertising needs of the
hotel and the market research information gathering. Any public
relations or publicity needs initiate at the hotel sales representatives. Inquiries for
information tend to be directed to the hotel sales representatives

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