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In my point of view, Marketing management’s role is to help define and evaluate strategic product market areas, once this has been accomplished and operational marketing strategies. Thus it is essential that the composition of the SBU be analyzed form a marketing strategy point of view. Marketing opportunity analysis provides direction in developing marketing strategy. Definition of the product market coupled with information about demand industry and competition offers an operational scheme for use in analyzing and selecting strategies. Defining and assessing a strategic product market area are essential both for firms competing in only one area as well as for firms with several SBUs.

In my analyzes the consumer purchase process begins when an unsatisfied basic determinant creates sufficient tension to motivate the consumer to take action. The tension may be the result of an internal photogenic need. Such as hunger, or a need aroused by some external stimulus, Such as a provoking advertisement or sight of the new product. Dissatisfaction with the present brand or product could also result in need arousal. Once the need is sufficiently aroused the individual perceives a motive for taking action to satisfy this need.

The individual’s basic determinants and environmental influences operate simultaneously to affect buying behavior. Past experience published information and the individual’s personality are also involved in evaluating a purchase decision.

In the formulation of purchase strategy, once a goal is recognized both product and brand alternatives must be identified. The search for alternatives and the methods used in the search are influenced by such factors as the time and money costs, the amount of information already possessed by the individual and the estimated perceived risk of making a wrong decision.

In my point of view Consumer behavior is concerned with the activities and actions of people and organization that purchase the goods & services including the influences on these activities and actions.

The acts of individuals in obtaining and using goods and determine these acts, comprise consumer behavior. This definition includes both the ultimate consumer and the purchaser of industrial goods. To understand consumer behavior, we must examine the events that precede and follow the purchase act.

Information on buyer behavior is generally used to predict or diagnosis buyers actions in markets. Prediction involves anticipating what buyers will do at some future time. Because managers are responsible for the outcome of their decisions, they ought to be sure that buyer behavior information is relevant is relevant to the decision situation. No one else understands the risks and uncertainties as well as they do.

Surprisingly competition can have simultaneous advantages and detrimental effects on a company’s market opportunity.

On the one hand competition can cause an entire market to grow through market development. Market development is the expansion of sales caused by companies in an industry using marketing programs to make buyers aware of a product and to understand the benefits of using it.

This occurs when marketing by company’s in an industry because more people to be aware of a product and to understand what the people can do for them. As a result more people buy more of the product increasing total sales for the entire industry.

At the same competition limits market opportunity for individual companies. Sales flow to the firms in an industry according to how well each jockeys for competitive position in the market.