DA VINCI'S "MONA LISA."   Term Paper ID:16525 Click to get this paper

Essay Subject: Analyzes early 16th cent. painting. Inspiration, subject matter, style, landscape, technique, personality of woman portrayed.... More...

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Paper Abstract: Analyzes early 16th cent. painting. Inspiration, subject matter, style, landscape, technique, personality of woman portrayed. Paper Introduction: In Leonardo da Vinci's time (1452 - 1519) his painting of the "Mona Lisa" was already well known for its realism. As the years passed a certain mystery surrounded the lady. The painting seems to suggest soft feminine qualities. The "Mona Lisa" illustrates the use of decreasing color and contrast in the landscape background. Leonardo was one of the first painters to bring this phenomenon to the canvas. All of these factors brought attention to the "Mona Lisa" and it continues to hold people's attention as no painting has before or since. All of these factors make the painting particularly significant, but one additional factor that makes it vital to the art world is the use of the painting in identifying other works as those of Leonardo's. Techniques employed by Leonardo in his works and seen in the Text of the Paper: The entire text of the paper is shown below. However, the text is somewhat scrambled. We want to give you as much information as we possibly can about our papers and essays, but we cannot give them away for free. In the text below you will find that while disordered, many of the phrases are essentially intact. From this text you will be able to get a solid sense of the writing style, the concepts addressed, and the sources used in the research paper. consumer decisionmaking process related to beer and wineproducts is examined in the context of the management strategy in which one or Murphy Ellis p The processof may be accomplished on the bases of are as follows a Homogeneous A market is clustered when natural segmentsexist and may This use is discussed in greater detail at a laterpoint the occasion for purchase This basis for marketsegmentation status of buyers non-users ex users potentialusers first time is that they seek only beer marketers do not target thispopulation segment d factor is combined with demographicfactors e to purchase a specificproduct As Marketing factors such as price and before effective marketingsegmentation may be accomplished are measurability profitability of a specifictarget market Measurability refers to measurement The factor areas in which measurement must bedeveloped Obviously information is at apremium in the Shin pp Shin Wall Metzner pp Wall pp class and lifestyle Marketing p Allsopp pp proliferated interms of sizes models options and other characteristics andcustomer needs Market segmentation was status and several others Kotler p The style refers to thedistinctive mode to appeal tocorresponding consumer personalities Kotler p procedure mustbe integrated into the total spectrum of a firm's how one behaves and in significantpotential advantages significant risks are associated overtly advertise to attract the under years old are all significant in reaching the primebeer consuming population the wineproduct group is that the market not rely soheavily on psychographic-oriented marketing research as does the of primary data Neither is more limited than the other more significant of the many aspects of consumer behavioris primaryconsumer decision-making unit Murphy Enis in the consumer decisionmaking process within families are of factor involved Sharp Mott p They the amount of money to decisions related to life insurance Sharpand Mott found no discernable few if any instances didwives in higher income or theother of the spouses Wolgast found that in a household furniture and in relation toformal savings plans itindicated that studies which relied on information from only marriage partners and the length of major conclusion was that in American families economicdecisions are She further concluded that where joint decision-making Davis p Specifically Davis was wives inrelation to purchasing decisions decision-making processes concerning consumerpurchases more closely approximated r than to buy how much to spend decision or bidimensional joint decision-making have thegreatest influence on the make of automobile to American families in the purpose of which was to purchase decisionsbecame even more pronounced the dominant influence of more or less equally divided betweenjoint findings of theCunningham and Green study was that the husbands and wives concerningconsumer purchase decision-making Burns only one partner in a family The Burnsand purchase This decision is heavily influenced bylifestyle perceptions the perceived flowchart This chart may be found either the male or female bybeer producers has had significant person including physicalobjects services places organizations and ideas DeLozier Woodside applicablein each instance Beer producers attempt stages of the product life cycle arerecognized by most Upper Lower primarily Social Primary belong and need to create self image Decision Brand Selection market is not growing thus producers must attempt be sought for the productwithin the toappeal to young men Pricing strategy is the overall task of setting the specific price levels together withthe conditions market share A marketing channel is composed of distribution as isfeasible Marketing channels also provide a means throughchannels of distribution Significant decisions related to transported throughchannels of distribution Beer producers make a the optimum for the primary target market The major research has indicatedthat product quality is a life cycle Place for wine period of decline more than a demand for beer is expected to follow current the problem of intense competition within a shrinkingmarket pressures against intoxication particularly inconnection with automobile older SUMMARY The purpose of this and wine was analyzed Second anassessment of past sex social class and lifestyle Beer marketsegmentation attract the under years old segment Nevertheless the year prime beer consuming population segment These findings occasions price quality ratios consumer attitudes consumption is expected to follow current trends with anoverall shrinking are faced with the problem of in the United States continues to grow continues to become older References Allsopp July Burns A C Ortinau D J Underlying perceptualpatterns in October Davis H L Decision making edition Columbus Ohio Charles E EnglewoodCliffs New Jersey Prentice-Hall Levitt T consistent imagery when selling beer M Marketing Glenview Illnois Scott Sales and Marketing Management CXXXVI Sharp H for Decision Sciences th Annual Meeting October Skelly F J L Shin B-g P Seeking competitiveinformation V Wolgast E H Do beer and wine There were two major areas ofinterest THE DECISION MAKING PROCESS The consumer decision the first step in the marketing mixes are developedfor each may conceivably be selected as atarget market to on one of the following differentiationcriteria Preference segments There dispersedpreferences and thus with no concentration c Clustered A extensively used in the segmentation process for beerand occasions Segmentation in this instance ismade respect to the beer and wine market c users The claim is that they seek only to increasemarket of beer however itwould be winemarkets In the case of beer this market segmentation f Stages of readiness of buyers the marketing of higher quality wines are used in winemarket segmentation size and potential profitability of a factor areas in which measurement marketing segmentation tasks The requiredelements extend to the competitors of finding of market research with respect demographic psychographicresearch Psychographic research in procedures for identifying customer groups Marketsegmentation was and demographic characteristics Thesesegmentation procedures procedure is psychographics Proper p mode of individual or group orientation toward consumption work Psychographic segmentation is a relatively new tool psychographic segmentation is significantly affected by theactions of a life-style Mitchell p vii Psychographic segmentation of and years old account for themajor portion old age group is animportant segment of the beer network television The Wine Market the winemarket is quite different from the beer market theapproaches to segmentation in the beer and wine markets are producers withrespect to the marketing mix the four Ps decision-making process is of critical on afamily's consumer goods purchase decisions Research has determined Mott reported in the mid that purchasingdecision roles at that point in time exerted the majordecision-making influences in mostinstances in purchasing As family income levels increased however theyfound influence Sharp Mott p One of some extent made jointly In influence in decisions to purchaseautomobiles while the decisions are typically between the perceptions of purchasing likely be unreliable for that reason Wolgast relatively shortperiods of time tended much made jointly by husbands and wives There that where joint decision-making was not therule the wife to the purchase of automobiles and furniture Davis p Specifically wives inrelation to purchasing decisions in families as well closely approximated r than the r reported byWolgast Davis also found that family purchasingdecisions tend to be the wife would have the greatest influence on thecolor selection the decision and the two partnerswould jointly decide earlier findings of Sharp and Mott Cunningham Green declined to a point where joint decisionswere as common and housing became even morepronounced An likelychange over time as society p Theirstudy tended to confirm Davis' findings did not measure spousal influences With respect to influenced bylifestyle perceptions the perceived relationship of specific beer brandsto indicates that jointdecision making is common to wine Marketing Mix The psychographic orientation of the another person including physicalobjects services places organizations and ideas attempt to develop product strategieswhich the product life cycle arerecognized by Middle and Upper Lower primarily Social Primary Reference Group Selection product is situated will significantly impact the type factor of significance in the is accomplished Levitt pp Beer producersattempt support theorganizational sales and profit objectives and to support productpositioning p Market research has indicated that most manufacturer to the end user It isadvantageous to users to manufacturers The physical of the inventories which aremaintained and the means by marketingresearch as the optimum for thebasis of lifestyle In the Marketing research also indicates that wine is in the growth entirepopulation entered a period of decline more than a levels Future demand for beer is expected to target market segment Brewers therefore within the industry will likely occur The market for for wine ashard liquor consumption decreases consumption of beer and wine There were two major was made A consistent finding of market research with on demographic psychographic research Young males between the ages of an important segment of thebeer content of beer advertising presented consumption habits and demographic characteristics Thus thewine market is anoverall shrinking market but with stable consumption within the primarytarget Thus advertising will continue at a for wine as hard liquorconsumption decreases The demand for wines men European Journal of Marketing Decision influence assessments Journal of Marketing Research XV October II March Davis H L L A consumer approach to branded wines Prentice-Hall Levitt T Marketing through differentiation consistent imagery when selling beer March Marketing Sales and Marketing Management CXXXII D B March Brewing up a E A contingencyapproach to suggested competitive competition is doing You need toknow Harvard Business Review grapes of growth American Demographics V There were two major areas ofinterest in this examination NATURE OF THE DECISION MAKING PROCESS themarketing mix Market Segmentation Market segmentation is the first step are developedfor each Kotler p selected as atarget market to of the following differentiationcriteria Preference segments There is one with evenly dispersedpreferences of either life style or personality Psychographics are extensively used purchase occasions Segmentation in this is used with respect to the they seek to target either young people to consumealcohol As young males are the primary of the beer and winemarkets have effectively used brandloyalty as a basis for market although it could be segmentation Both product quality and price specific target market whilesubstantiality refers may be measured and tothe cost involved demand and marketpotential the demand and is essential in the development attributes are not particularly relevant The relevant factors procedure Kotler p Market segmentation is anoutgrowth of solution to their problem Opposed to product differentiation which distinguishes quickly followed by the introduction of somebehavioristic bases of different groups on the basis of life style or When dividing buyersaccording to personality differences marketers attempt to develop p Psychographicsegmentation however cannot be the entire constellation of person's attitudes beliefs opinions hopes obviously a complex and demandingprocedure years old account for themajor portion of beer the beer market Psychographic research hasdetermined that The Wine Market The most Thus the winemarket is quite the beer and wine markets are similar Marketing research mix the four Ps of is of critical importance tothe marketers of consumer consumer goods purchase decisions Research has determined roles in urban families in the United States tended related to auto-mobiles while wives wives exerted equal influences in mostinstances in purchasing decisions related exerted the most influence or that Sharp and Mott was that in fewurban families are the findings of the Sharp to purchaseautomobiles while the decisions are typically shared between husbands decision roles byhusbands and wives Wolgast also reported some indication that decision roles tended tochange decision-making processthan did older persons who had been married for that the economic affairs of Americanfamilies are primarily the province Davis studied spousal roles in the effect that a highcorrelation existed between in such decisions Davis found that the correlation between furniture into a number of purchasingdecisions tend to be multidimensional have the greatest influence on decide on yet another aspect Isabella Cunningham and found that in the eighteen yearinterval the as were husband-dominant decisions life jointdecision-making character related to vacations and housing became time as society itself changes In Alvin Burns and David sufficiently high as to permitresearchers the beermarket research indicates that the and nature of the consumptionoccasion The decision making common but that selection of type and decision related to wine Marketing Mix The psychographic of marketing A product is defined upon the type of product involved physical service and young men Another factor involved in the development of which a Chart Flow Chart Decision Making Process for Beer primarily Occupation Blue Collar primarily a marketing organization Beer is factor of significance in the development of product strategyis is accomplished Levitt pp Beer producersattempt to place and to support productpositioning decisions Kotler p research has indicated that most beerproducers must to the end user It users to manufacturers The physical the locations of the inventories which aremaintained possible product Distribution at the place of consumption their products to their primary target market on thebasis price considerations are most important forothers Marketing research also demand for beer on a per years ago Per capita consumption within the target marketsegment has the market decline is primarily thedeclining size of the within the industry will likely occur The market for is also expectedto increase as the population ofinterest in this examination First the nature is thatproduct attributes are not particularly old account for themajor portion of beer consumption Obviously beer ofconsumption activities associated with consumption and personal image finding of marketing research related tothe wine product group market and does not rely soheavily on psychographic-oriented marketing market decline is primarily thedeclining size of andfurther consolidations within the industry liquorconsumption decreases The demand for wines is also expected to Journal of Marketing XX Attitudes Developed from Psychographics Can Be I C M Green R T Marketing consumerdecision making Journal of Marketing Research VII May DeLozier R I Benefit segments Backwards and forwards Journal of taking hold Industrial Marketing LXVIII Beer drinkers put Coors to the test Sales and Marketing November Marketing News XVI Roman D B March Brewing Metzner H E A contingencyapproach to suggested competitive information J L What the competition is McGraw-Hill Walsh D May The INTRODUCTION The purpose of this research is to examine and wine was analyzed Second anassessment of past present three factors These three factorsare market segmentation moregroups of potential customers having similar within group market segmentation is the subdividing of a market into distinctcustomer demographiccharacteristics or geographic dispersion each of which is market in which there are nonatural segments is considered to be effectively targeted Psychographic characteristics These in this section Behavioristic characteristics These characteristics is applicable to the beer and wine users and regular users of a to increasemarket share with the established population of Product usage rate for different user Loyalty status of buyers of a specific product or a basis of segmentation stages of readiness is price deals productquality and service Product quality is accessibility andsubstantiality Accessibility refers to the degree to which a the degree of accuracy to be accomplished are marketdemand and performance of marketing segmentation tasks The requiredelements extend The Beer Market A consistent finding Murphy pp Beermarket segmentation thus relies heavily on demographic psychographicresearch marketersrequired new procedures for identifying first applied in the contexts ofdistinguishing geographic most recent market segmentation procedure is of individual or group orientation toward Psychographic segmentation is a relatively new tool marketing activities anda firm's psychographic segmentation is turn finds holistic expression in a life-style Mitchell with its use for thecareless marketer segment Nevertheless the year old segment These findings explain the content ofbeer may be effectively segmented by drinking occasions beermarket Gluckman pp With the exception of the heavyreliance on andboth are closely related to the decisions made by the decision-making process surrounding consumer purchases p To someextent all members the greatest significance Davis p Harry found that husbands were at be spent on food They patterns in purchasing roles decisions amonglow income families As family groups exert the most influence Sharp Mott p One of Most decisions were to some extent made jointly In majority of urban families in the United States husbands Wolgast p The Wolgast study also one spouse ina family would time marriedincreased Younger persons who had been married for most commonly made jointly by husbands and was not therule the wife is somewhat more likely than concerned with the finding first in families as well as the r reported byWolgast Davis also subdivided and so forth Considering thesubdivided decision-making Davis p By multidimensional Davis meant that one partner would buy while the otherpartner would make another compare the findings with the earlier findings of Sharp husbands inautomobile purchase decisions declined to a decisions and husband-dominant decisions became a purchase decisionarea where roles of husbands and wives in thefamily decision-making process Ortinau p Theirstudy tended to confirm Davis' findings that the Ortinau study did not measure spousal influences With respect relationship of specific beer brandsto on the following page With respect partner As noted earlier factors other than phychographics are effects on the marketing decisions madeby these pp Consumers typically recognize five distinctive productcharacteristics quality level to develop product strategieswhich relate their products marketing analysts introduction growth maturity anddecline Kotler p It Reference Group Close Friends and product is situated will significantly togain or retain market share market DeLozier Woodside pp Differentiation is one of the of defining the price range andprice movement through the for altering the specific prices the set of organizations which isrequired to move of transmittinginformation between manufacturers and the physicaldistribution of products are concerned with the size great effort to promote the idea that thedistribution decisions related to advertising in marketing are concernedwith highly important factor in some of the is a retail outlet whilepromotion must decade ago Productdemand on an absolute basis for the beer trends with anoverall shrinking market but Thus advertising will continue at a driving creates a greater market for wine ashard research was to examine buyer behavior withrespect to the consumption present and future product demand was made thus relies heavily on demographic psychographic research old age group is an important segment explain the content of beer habits and demographic characteristics Thus thewine market but with stable consumption intense competition within a shrinkingmarket Contemporarysocial pressures against intoxication particularly in connection withautomobile J F The distribution of on-license beer andcider husband and wife purchase Decision influence assessments within the household Journalof Consumer Research II March Davis Merill Gluckman R L A consumer approach Marketing through differentiation of anything Harvard Business Review LVIII January-February March Marketing News XVII Mitchell A The nine Foresman and Company Proper application Mott P Consumer decisions in themetropolitan family Journal of R Using social trend data In W F Glueck Ed Business policy husbands or wives make the purchasingdecisions Journal First the nature of the The consumer decision making process with respect to beer in the target marketing process Market segmentation is A market segment is a group ofpeople with homogeneous needs be reached with a distinct marketing mix Marketing segmentation are three identifiable patterns inpreference segmentation These three patterns and thus with no concentration c Clustered A in the segmentation process for beerand wine products instance ismade on the basis of beer and wine market c The user first timeuser or potential users The claim consumers of beer however itwould be unrealistic to assume that In the case of beer this market segmentation f Stages of readiness of buyers usefulin the marketing of higher quality wines g are used in winemarket segmentation The conditions which must exist to the size and potential in the accomplishment of such potential for the marketing organization must of organizational demandand organizational potential Wall inbeer marketing are age sex social product differentiation p As products productpossibilities market segmentation distinguishes customer groups segmentation such as purchase occasion benefitssought through purchase user personality differences Maher p In psychographic research life productbrand personalities or images which are designed practiced in a vacuum The fears prejudices needs desires and aspirations that taken together govern While its use offers the competent marketer consumption Allsopp pp Obviously beer marketers are not going to place of consumption activities associated withconsumption and personal image consistent finding of marketing research related to different from the beer market and does for both beer and wine products rely on thedevelopment marketing for theirproducts The Consumer Decision Making Process Among the goods The nuclear family has been generally recognized as the however that the roles of husbands and wives to varyaccording to the product or exerted the majordecision-making role related to to both housing and vacationdecisions In relation to purchasing the decisionwas shared between husband and wife and that in all consumer purchasing decisions left to one and Mott study were generally supported andwives in relation to the purchase of This latter finding was important in that as the ages of the longer periods of time Wolgast's of the husband Wolgast p family buying decisionsrelated to the purchase of automobiles and furniture the perceptions of husbands and husbands' and wives'perceptions of family sub-decisions such as where tobuy when as opposed to either unitary onepartner's thecolor selection for an automobile while the husband would Robert Green conducted a study of purchasingroles in dominant influence of wives in food insurancepurchase decisions which had been even morepronounced An important point to be learned from the Oritinau conducted a study concernedwith the underlying perceptual patterns of to rely on data from male partner typically determines thebrand selection for process for beer is illustrated in a brands if alsooften made solely by orientation of the market research conducted as anything offered forexchange to another so forth not all of these characteristics will be product strategy isthat of the product life cycle Four Cultural Social Class Lower Middle and Lifestyle Macho perception primarily Psychological Motivation Need to in the mature stage of itslife cycle The that of product positioning what place will their products in the psychological spot most likely Pricing tactics on theother hand is the task price on the basis of isadvantageous to marketers to have as short channels of distribution of products is accomplished and the means by which products will be has been indicated by marketingresearch as of lifestyle In the context of the four-Ps of marketing indicates that wine is in the growth stageof its product capita basis considering the entirepopulation entered a however maintained prior levels Future primary target market segment Brewers therefore are faced with wines in the United States continues to grow Contemporary social in the country continues to become of the consumer decisionmaking process related to beer relevant The relevant factors inbeer marketing are age marketers are not goingto overtly advertise to areall significant in reaching the is that the market may be effectively segmented by drinking research as does the beermarket Future demand for beer the primary target market segment Brewers therefore will likely occur Themarket for wines increase as the population in the country Useful Butsometimes dangerous Direct Marketing XLVIII Notes andCommunications Journal of Marketing XXXVIII M W Woodside A G Marketing management third Advertising Research XXIV March Kotler P Marketing management sixth edition February Marketing emphasis is on Management CXXXII Murphy P E Ellis B up a name for masters systems Proceedings of theAmerican Institute doing You need toknow Harvard Business Review LII November-December Wall grapes of growth American Demographics buyer behavior with respectto the consumption of beer and wine and future product demand was made the decision making process and characteristicsis sic selected and for which separate marketing mixes sub-sets where any sub-set may conceivably be widely employed or market segmentation may be based on one be homogeneous b Diffused A diffused market characteristics permitmarket segmentation on the basis permitmarket segmentation on the bases of the following a Buyer markets b Benefits sought by buyers through purchase Thissegmentation approach specific product Beermarketers in particular deny that users Beer marketers aresensitive to the charge that they encourage groups Productusage rate is an appropriate approach for segmentation brand Some beer marketers Coors as an example notparticularly appropriate for the beer an appropriate basis for beermarket marketingorganization can effectively reach a whichrequired factors related to a specific target market market potential From the measured market to the competitors of a specific marketing organization Such information of market research with respect to beer is thatproduct Psychographic research in the context of marketing is a marketsegmentation customer groups Marketsegmentation was the and demographic characteristics Thesesegmentation procedures were psychographics Proper p In psychographic segmentation buyers are dividedinto consumption work or leisure Attitudes p the use of whichis growing among marketers Skelly significantly affected by theactions of competitors Haley p Psychographic segmentationdescribes p vii Psychographic segmentation is Attitudes p Young males between the ages of and age group is animportant segment of advertising presented on network television price quality ratios consumer attitudes consumption habits and demographic characteristics psychographic research in the segmentation process theapproaches to segmentation in the producers withrespect to the marketing Kotler p This decision-making process of nuclear families exert some degree of influence on afamily's Sharp and Paul Mott reported in the mid that purchasingdecision that point in time exerted the majordecision-making role also found that husbands and income levels increased however theyfound that either husbands the major conclusions drawn by a study conducted approximately two-years later by ElizabethWolgast exert the most significant influence in decisions founda high correlation between the perceptions of purchasing not likely be unreliable for that reason relatively shortperiods of time tended much more toward a joint wives There isno support in the data for the notion the husband to assume themajor role Wolgast p In Harry reported byWolgast and later supported by other studies to with the relativeinfluence of husbands and wives the purchase decisions related toautomobiles and structure Davis found that family make oneaspect of the decision the wife would aspect of the decision and the two partnerswould jointly and Mott Cunningham Green p Cunningham and Green point where joint decisionswere as common most husbands exerted the greatest influence and the concerning consumer purchases will likelychange over correlation between theperceptions of husbands and wives was not to the consumer decision making process in lifestyle perceptions and to location to the wine market research indicates that jointdecision making is of greater significance in thepurchase producers with respect tothe four-Ps features styling brand name andpackaging Depending to the desired lifestyle of their primaryconsumers is obvious that the stage of the lifecycle in Fellow Workers Personal Age primarily Occupation Blue Collar impact the type of product strategyadopted by through product differentiation A last principal techniques by which productpositioning time period required to support theorganizational sales and profit objectives for specific products Kotler p Market a product from its manufacturer end users and a means of transmittingpayment from end of inventorieswhich will be maintained strategies they employ provides the freshest money message media motion and measurement Beer producersattempt to promote segmentsof the wine market while emphasize product characteristics or price PRODUCT DEMAND Product industry entered a period ofdecline a few with stable consumption within the primarytarget segment The reason for high level of intensity andfurther consolidations liquor consumption decreases The demand for wines of beer and wine There were two major areas A consistent finding of market research with respect to beer Young males between the ages of and years of thebeer market Psychographic research has determined that place advertising presented on networktelevision The most consistent market is quite different from the beer within the primarytarget segment The reason for the Thus advertising will continue at a high level of intensity driving creates a greater market for wine as hard consumption and its personality determinants among Young men European Journal of Marketing Research XV October Cunningham H L Dimensions of marital roles in to branded wines European Journal of Marketing XX Haley Maher P Psychographics and corporate advertising Powerful technologies are gradually American lifestyles New York Macmillan Murphy L March of psychographics adds marketing luster Marketing October Shin B-g P Wall J L to shape marketingpolicy Journal of Consumer Marketing I Summer Wall and strategicmanagement fifth edition New York of Marketing October consumer decisionmaking process related to beer and wineproducts is examined in the context of the management strategy in which one or Murphy Ellis p The processof may be accomplished on the bases of are as follows a Homogeneous A market is clustered when natural segmentsexist and may This use is discussed in greater detail at a laterpoint the occasion for purchase This basis for marketsegmentation status of buyers non-users ex users potentialusers first time is that they seek only beer marketers do not target thispopulation segment d factor is combined with demographicfactors e to purchase a specificproduct As Marketing factors such as price and before effective marketingsegmentation may be accomplished are measurability profitability of a specifictarget market Measurability refers to measurement The factor areas in which measurement must bedeveloped Obviously information is at apremium in the Shin pp Shin Wall Metzner pp Wall pp class and lifestyle Marketing p Allsopp pp proliferated interms of sizes models options and other characteristics andcustomer needs Market segmentation was status and several others Kotler p The style refers to thedistinctive mode to appeal tocorresponding consumer personalities Kotler p procedure mustbe integrated into the total spectrum of a firm's how one behaves and in significantpotential advantages significant risks are associated overtly advertise to attract the under years old are all significant in reaching the primebeer consuming population the wineproduct group is that the market not rely soheavily on psychographic-oriented marketing research as does the of primary data Neither is more limited than the other more significant of the many aspects of consumer behavioris primaryconsumer decision-making unit Murphy Enis in the consumer decisionmaking process within families are of factor involved Sharp Mott p They the amount of money to decisions related to life insurance Sharpand Mott found no discernable few if any instances didwives in higher income or theother of the spouses Wolgast found that in a household furniture and in relation toformal savings plans itindicated that studies which relied on information from only marriage partners and the length of major conclusion was that in American families economicdecisions are She further concluded that where joint decision-making Davis p Specifically Davis was wives inrelation to purchasing decisions decision-making processes concerning consumerpurchases more closely approximated r than to buy how much to spend decision or bidimensional joint decision-making have thegreatest influence on the make of automobile to American families in the purpose of which was to purchase decisionsbecame even more pronounced the dominant influence of more or less equally divided betweenjoint findings of theCunningham and Green study was that the husbands and wives concerningconsumer purchase decision-making Burns only one partner in a family The Burnsand purchase This decision is heavily influenced bylifestyle perceptions the perceived flowchart This chart may be found either the male or female bybeer producers has had significant person including physicalobjects services places organizations and ideas DeLozier Woodside applicablein each instance Beer producers attempt stages of the product life cycle arerecognized by most Upper Lower primarily Social Primary belong and need to create self image Decision Brand Selection market is not growing thus producers must attempt be sought for the productwithin the toappeal to young men Pricing strategy is the overall task of setting the specific price levels together withthe conditions market share A marketing channel is composed of distribution as isfeasible Marketing channels also provide a means throughchannels of distribution Significant decisions related to transported throughchannels of distribution Beer producers make a the optimum for the primary target market The major research has indicatedthat product quality is a life cycle Place for wine period of decline more than a demand for beer is expected to follow current the problem of intense competition within a shrinkingmarket pressures against intoxication particularly inconnection with automobile older SUMMARY The purpose of this and wine was analyzed Second anassessment of past sex social class and lifestyle Beer marketsegmentation attract the under years old segment Nevertheless the year prime beer consuming population segment These findings occasions price quality ratios consumer attitudes consumption is expected to follow current trends with anoverall shrinking are faced with the problem of in the United States continues to grow continues to become older References Allsopp July Burns A C Ortinau D J Underlying perceptualpatterns in October Davis H L Decision making edition Columbus Ohio Charles E EnglewoodCliffs New Jersey Prentice-Hall Levitt T consistent imagery when selling beer M Marketing Glenview Illnois Scott Sales and Marketing Management CXXXVI Sharp H for Decision Sciences th Annual Meeting October Skelly F J L Shin B-g P Seeking competitiveinformation V Wolgast E H Do beer and wine There were two major areas ofinterest THE DECISION MAKING PROCESS The consumer decision the first step in the marketing mixes are developedfor each may conceivably be selected as atarget market to on one of the following differentiationcriteria Preference segments There dispersedpreferences and thus with no concentration c Clustered A extensively used in the segmentation process for beerand occasions Segmentation in this instance ismade respect to the beer and wine market c users The claim is that they seek only to increasemarket of beer however itwould be winemarkets In the case of beer this market segmentation f Stages of readiness of buyers the marketing of higher quality wines are used in winemarket segmentation size and potential profitability of a factor areas in which measurement marketing segmentation tasks The requiredelements extend to the competitors of finding of market research with respect demographic psychographicresearch Psychographic research in procedures for identifying customer groups Marketsegmentation was and demographic characteristics Thesesegmentation procedures procedure is psychographics Proper p mode of individual or group orientation toward consumption work Psychographic segmentation is a relatively new tool psychographic segmentation is significantly affected by theactions of a life-style Mitchell p vii Psychographic segmentation of and years old account for themajor portion old age group is animportant segment of the beer network television The Wine Market the winemarket is quite different from the beer market theapproaches to segmentation in the beer and wine markets are producers withrespect to the marketing mix the four Ps decision-making process is of critical on afamily's consumer goods purchase decisions Research has determined Mott reported in the mid that purchasingdecision roles at that point in time exerted the majordecision-making influences in mostinstances in purchasing As family income levels increased however theyfound influence Sharp Mott p One of some extent made jointly In influence in decisions to purchaseautomobiles while the decisions are typically between the perceptions of purchasing likely be unreliable for that reason Wolgast relatively shortperiods of time tended much made jointly by husbands and wives There that where joint decision-making was not therule the wife to the purchase of automobiles and furniture Davis p Specifically wives inrelation to purchasing decisions in families as well closely approximated r than the r reported byWolgast Davis also found that family purchasingdecisions tend to be the wife would have the greatest influence on thecolor selection the decision and the two partnerswould jointly decide earlier findings of Sharp and Mott Cunningham Green declined to a point where joint decisionswere as common and housing became even morepronounced An likelychange over time as society p Theirstudy tended to confirm Davis' findings did not measure spousal influences With respect to influenced bylifestyle perceptions the perceived relationship of specific beer brandsto indicates that jointdecision making is common to wine Marketing Mix The psychographic orientation of the another person including physicalobjects services places organizations and ideas attempt to develop product strategieswhich the product life cycle arerecognized by Middle and Upper Lower primarily Social Primary Reference Group Selection product is situated will significantly impact the type factor of significance in the is accomplished Levitt pp Beer producersattempt support theorganizational sales and profit objectives and to support productpositioning p Market research has indicated that most manufacturer to the end user It isadvantageous to users to manufacturers The physical of the inventories which aremaintained and the means by marketingresearch as the optimum for thebasis of lifestyle In the Marketing research also indicates that wine is in the growth entirepopulation entered a period of decline more than a levels Future demand for beer is expected to target market segment Brewers therefore within the industry will likely occur The market for for wine ashard liquor consumption decreases consumption of beer and wine There were two major was made A consistent finding of market research with on demographic psychographic research Young males between the ages of an important segment of thebeer content of beer advertising presented consumption habits and demographic characteristics Thus thewine market is anoverall shrinking market but with stable consumption within the primarytarget Thus advertising will continue at a for wine as hard liquorconsumption decreases The demand for wines men European Journal of Marketing Decision influence assessments Journal of Marketing Research XV October II March Davis H L L A consumer approach to branded wines Prentice-Hall Levitt T Marketing through differentiation consistent imagery when selling beer March Marketing Sales and Marketing Management CXXXII D B March Brewing up a E A contingencyapproach to suggested competitive competition is doing You need toknow Harvard Business Review grapes of growth American Demographics V There were two major areas ofinterest in this examination NATURE OF THE DECISION MAKING PROCESS themarketing mix Market Segmentation Market segmentation is the first step are developedfor each Kotler p selected as atarget market to of the following differentiationcriteria Preference segments There is one with evenly dispersedpreferences of either life style or personality Psychographics are extensively used purchase occasions Segmentation in this is used with respect to the they seek to target either young people to consumealcohol As young males are the primary of the beer and winemarkets have effectively used brandloyalty as a basis for market although it could be segmentation Both product quality and price specific target market whilesubstantiality refers may be measured and tothe cost involved demand and marketpotential the demand and is essential in the development attributes are not particularly relevant The relevant factors procedure Kotler p Market segmentation is anoutgrowth of solution to their problem Opposed to product differentiation which distinguishes quickly followed by the introduction of somebehavioristic bases of different groups on the basis of life style or When dividing buyersaccording to personality differences marketers attempt to develop p Psychographicsegmentation however cannot be the entire constellation of person's attitudes beliefs opinions hopes obviously a complex and demandingprocedure years old account for themajor portion of beer the beer market Psychographic research hasdetermined that The Wine Market The most Thus the winemarket is quite the beer and wine markets are similar Marketing research mix the four Ps of is of critical importance tothe marketers of consumer consumer goods purchase decisions Research has determined roles in urban families in the United States tended related to auto-mobiles while wives wives exerted equal influences in mostinstances in purchasing decisions related exerted the most influence or that Sharp and Mott was that in fewurban families are the findings of the Sharp to purchaseautomobiles while the decisions are typically shared between husbands decision roles byhusbands and wives Wolgast also reported some indication that decision roles tended tochange decision-making processthan did older persons who had been married for that the economic affairs of Americanfamilies are primarily the province Davis studied spousal roles in the effect that a highcorrelation existed between in such decisions Davis found that the correlation between furniture into a number of purchasingdecisions tend to be multidimensional have the greatest influence on decide on yet another aspect Isabella Cunningham and found that in the eighteen yearinterval the as were husband-dominant decisions life jointdecision-making character related to vacations and housing became time as society itself changes In Alvin Burns and David sufficiently high as to permitresearchers the beermarket research indicates that the and nature of the consumptionoccasion The decision making common but that selection of type and decision related to wine Marketing Mix The psychographic of marketing A product is defined upon the type of product involved physical service and young men Another factor involved in the development of which a Chart Flow Chart Decision Making Process for Beer primarily Occupation Blue Collar primarily a marketing organization Beer is factor of significance in the development of product strategyis is accomplished Levitt pp Beer producersattempt to place and to support productpositioning decisions Kotler p research has indicated that most beerproducers must to the end user It users to manufacturers The physical the locations of the inventories which aremaintained possible product Distribution at the place of consumption their products to their primary target market on thebasis price considerations are most important forothers Marketing research also demand for beer on a per years ago Per capita consumption within the target marketsegment has the market decline is primarily thedeclining size of the within the industry will likely occur The market for is also expectedto increase as the population ofinterest in this examination First the nature is thatproduct attributes are not particularly old account for themajor portion of beer consumption Obviously beer ofconsumption activities associated with consumption and personal image finding of marketing research related tothe wine product group market and does not rely soheavily on psychographic-oriented marketing market decline is primarily thedeclining size of andfurther consolidations within the industry liquorconsumption decreases The demand for wines is also expected to Journal of Marketing XX Attitudes Developed from Psychographics Can Be I C M Green R T Marketing consumerdecision making Journal of Marketing Research VII May DeLozier R I Benefit segments Backwards and forwards Journal of taking hold Industrial Marketing LXVIII Beer drinkers put Coors to the test Sales and Marketing November Marketing News XVI Roman D B March Brewing Metzner H E A contingencyapproach to suggested competitive information J L What the competition is McGraw-Hill Walsh D May The If this paper is not what you are looking for, you can search again: Search for: or Click here to request an essay written just for you.