Conceptual Models
John M. McCann
Last updated March 9, 1995
This page is devoted to conceptual models that depict some aspect of marketing, a channel, a consumer buying process, a selling process, etc. It would take several hundred pages to include all the concepts and models that exist for understanding marketing and marketing processes. The reader is encouraged to pick up any modern marketing text; it will be loaded with models and diagrams that break marketing down into chunks, with each chunk being a place to apply the 'net. One of my favorite marketing management textbooks: Peter R. Dickson, Marketing Management, Dryden Press, 1994. Other models will be added over time, and I would be happy to receive your suggestions for new ones via email.
Each model breaks a topic into parts or a process into steps. Each of these parts and steps provide an opportunity for utilization of the ‘net in some innovative way. Your challenge is to apply these models to your company and/or situation.
- Channel of distribution
- All firms use a channel of distribution to get their products or services into the hands of the customer or consumer. A simple buy highly popular channel for consumer goods contains four entities: manufacturers, distributors, retailers, and consumers.
- Adoption process
- We know that consumers adopt a brand, and may even make it part of their lifestyle. The adoption decision is preceded by a number of other steps, with the following being one model of how a consumer moves from being unaware of a brand to adopting it: unaware, aware, interested, knowledgeable, positive attitude, experience, trial, repeat, adoption.
- Advertising development
- Firms develop advertisements, ususally in conjunction with an ad agency, via a relative standard process that involves steps such as the following: research, idea generation, theme decision, ad preparation, approval, media choice, execution, and consumer response.
- Selling
- There are a number of steps involved in selling, and a typical breakdown includes: prospecting for potential customers, qualifying a customer, learning the customer’s needs, understanding the customers’ buying situation, selecting the presentation to be made, making the presentation, adapting the presentation based upon customer reaction, handling objections, negotiating with the customer, closing the sale, and building an on-going relationship through service.