The Affect of Internal and External Influences on Organization’s Marketing Strategies Essay Example
The Affect of Internal and External Influences on Organization’s Marketing Strategies
1. Introduction
In the area of marketing, the performance of an organization is largely affected by consumer behaviors, which can be influenced from both the internal and the external factors (Balau, 2012). As a result, the marketing strategies should be changed with these internal and the external influences in a corresponding way (Budica, et al., 2010). In this report, it tends to study and analyze the relationship between organization’s marketing strategies and these internal and external influences of consumers when buying Toyota Prius. As to the structure of this report, it mainly can be separated into three parts, the overall research including primary and secondary, relative literature review and conclusion.
2. Primary and Secondary Research
In general, consumer behavior is a quite complex thing for relative businessmen to deal with, that is, different consumer with different life environment and experience may have quite different consuming decisions to a large extent (Abbey, et al., 2005). Totally these factors that may have huge influences on consumer behavior can be separated into two kinds, the internal influence and the external influence (Awada & Yiannaka, 2006). The indefinite character of human being decides the complexity of the research on consumer behavior. In this part of this report, it plans to use interview and questionnaire survey to study these influences of the internal and external factors on consumer behavior in a comparative and comprehensive way.
1. The Internal Influence
The internal influence can also be summarized as the personal factor of consumers to a large extent. In general, these personal factors can be seen from age, gender, occupation, income, lifestyle, perception, learning, memory, motivation, personality, emotion, and attitude and so on (Constantin, 2011). As the interview which is carried out in assignment 1, it can be seen the
1. Introduction
In the area of marketing, the performance of an organization is largely affected by consumer behaviors, which can be influenced from both the internal and the external factors (Balau, 2012). As a result, the marketing strategies should be changed with these internal and the external influences in a corresponding way (Budica, et al., 2010). In this report, it tends to study and analyze the relationship between organization’s marketing strategies and these internal and external influences of consumers when buying Toyota Prius. As to the structure of this report, it mainly can be separated into three parts, the overall research including primary and secondary, relative literature review and conclusion.
2. Primary and Secondary Research
In general, consumer behavior is a quite complex thing for relative businessmen to deal with, that is, different consumer with different life environment and experience may have quite different consuming decisions to a large extent (Abbey, et al., 2005). Totally these factors that may have huge influences on consumer behavior can be separated into two kinds, the internal influence and the external influence (Awada & Yiannaka, 2006). The indefinite character of human being decides the complexity of the research on consumer behavior. In this part of this report, it plans to use interview and questionnaire survey to study these influences of the internal and external factors on consumer behavior in a comparative and comprehensive way.
1. The Internal Influence
The internal influence can also be summarized as the personal factor of consumers to a large extent. In general, these personal factors can be seen from age, gender, occupation, income, lifestyle, perception, learning, memory, motivation, personality, emotion, and attitude and so on (Constantin, 2011). As the interview which is carried out in assignment 1, it can be seen the