A Premium Product(Bmw)

1. Introduction-
Marketing is a social and managerial   process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others‟.(Kotler, P et al 2005) Thus, according to these scholars, the marketing involves in every action that we perform in our daily life routines.
Marketing tend to distinguish between the product, production, sales, marketing and societal marketing, and relationship marketing philosophies or approaches to the market as representing distinct phases in the development of marketing thought and practice. There are several different aspects of the marketing development.
According to Svensson (2002), marketing progressed through various development phases. Mainly are, functional, commodity, institutional and managerial schools of thoughts on marketing. It caused the development of early customer orientation. (Terblanche, N S 2005). Today marketers are more concerned about relationship marketing rather than trying to sell product to customer (prahalad and Rams warmy, 2000:79). Marketers are adapting it stage by stage. It is depicted in that big companies are adapting it widely as a route plan for the future strategic position.( Moor Hall, Cookham1995)

2.1.Buyer behavior
An important part of the marketing process is to understand why a customer or buyer makes a purchase. Without such an understanding, businesses find it hard to respond to the customer’s needs and wants. Marketing theory traditionally splits analysis of buyer or customer behavior into two broad groups for analysis – Consumer Buyers and Industrial Buyers. BMW has launched a specialist winter tyre programme designed to help drivers get the best on-road performance from their car throughout the winter months – regardless of weather conditions. If a marketer can identify consumer buyer behaviour, he or she will be in a better position to target products and services at them. Buyer behaviour is focused upon the needs of...