Please Answer Each Question Asked With A Minimum Of 200 Word

Please Answer Each Question Asked With A Minimum Of 200 Words Each Dis

Please answer each question asked with a minimum of 200 words each discussion. Discussion 1 addresses the buyer behavior during a high involvement purchase, such as buying a house or car, focusing on the specific actions taken at each stage and the four main psychological processes. Discussion 2 examines how GE Healthcare’s website addresses hospital customer needs, analyzing what GE does well, what it could improve, and how marketing research can support these improvements, using concepts from chapters on market research, demand evaluation, and buyer behavior.

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Discussion 1: Buyer Behavior in High Involvement Purchases

When engaging in high involvement purchasing decisions such as buying a house or a car, consumers tend to follow a systematic process that involves multiple stages, each characterized by specific behaviors and cognitive activities. The first stage, problem recognition, occurs when the consumer perceives a significant discrepancy between their current state and a desired state. For example, a consumer might realize that their current vehicle is no longer reliable or that their housing needs have changed due to family growth. Recognizing this problem prompts the consumer to seek solutions, setting the stage for the next phase: information search. During this phase, consumers gather data from various sources, including online research, word-of-mouth recommendations, visiting dealerships or property viewings, and consulting experts. They compare features, prices, and reviews, deeply engaging their cognitive resources to make an informed decision.

After gathering sufficient information, consumers move to the evaluation of alternatives, where they weigh the pros and cons of different options aligned with their needs and preferences. For a car, this might involve assessing fuel efficiency, safety features, brand reputation, and price; for a house, considerations include location, size, amenities, and price. The purchase decision phase involves selecting one option over others, often influenced by emotional and rational factors, and then proceeding to the actual purchase. Post-purchase behavior involves reflecting on the decision's satisfaction level, which can reinforce future behaviors or result in buyer’s remorse, influencing secondary decisions or brand loyalty.

Marketers managing consumers in these high-involvement processes must understand and influence the four psychological processes: motivation, perception, learning, and attitudes. Motivation guides the consumer’s desire to solve their problem; marketers can stimulate motivation via targeted messaging emphasizing benefits and emotional appeals. Perception determines how information is interpreted; marketers should craft clear and credible communications to positively influence perception. Learning occurs through experience and information exposure; marketers can facilitate learning by providing comprehensive, accessible data about their offerings. Attitudes are formed judgments about brands or products; marketers must develop consistent positive brand images and reputation management strategies to foster favorable attitudes. Effective marketing in high-involvement purchases involves understanding these psychological processes, reducing perceived risk, providing detailed and trustworthy information, and building long-term emotional connections to guide consumers toward a satisfying decision.

Discussion 2: Customer Needs and GE Healthcare Website Analysis

GE Healthcare’s website strategically addresses the needs of hospital customers by providing a comprehensive, user-friendly platform that emphasizes solutions tailored for healthcare providers. Based on the key points from Chapter 5, which focuses on buyer behavior and market analysis, GE’s website aligns with customer needs by offering detailed product information, case studies, and service support that help hospital administrators and healthcare professionals understand the value proposition of their solutions. For example, the site highlights innovative medical technologies, diagnostic tools, and digital health solutions, which cater to hospitals’ priorities of improving patient outcomes, reducing costs, and streamlining workflows.

Where GE Healthcare excels is in its emphasis on customer-centric content, providing resources that address specific hospital challenges and demonstrating tangible outcomes through testimonials and case examples. Their online interface is intuitive, making it easier for hospital decision-makers to find relevant information quickly. However, the website could improve by integrating more interactive tools, such as virtual demos or ROI calculators, which would enhance engagement and provide tangible assessments of potential value. Additionally, GE could use personalized content based on visitor data to target specific hospital types or specialties, which would refine the customer experience.

Using marketing research, GE Healthcare can further improve by systematically collecting feedback through surveys, analytics, and direct consultations to better understand evolving hospital needs. For instance, research could reveal gaps in the current product offerings or unmet needs in emerging medical fields, guiding product development and marketing strategies. Furthermore, segmentation analysis can help GE customize marketing messages according to hospital size, geographic location, or specialty, increasing relevance and conversion rates. Overall, by leveraging detailed market research insights, GE Healthcare can enhance its online presence, better meet customer needs, and increase market share in the competitive healthcare technology space.

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