Khandakar Galib

Mohiuddin
Prepared By
group 502
Marketing Strategy in
Action

A simple bookstore that

becomes world largest
bookstore by simply making
some marketing strategy to
influence consumer and made a
history by branding a bookstore
and creating a new era for
analyzing consumer .
Barnes & Noble approach to
book selling has
revolutionized the entire
bookstore industry

Huge space, clubby, friendly environment, public restroom, music

system, creating a homely environment ,coffee bar, live performance,
discussion session etc.
What affective responses do you
think the Barnes & noble environment
creates? How might consumer’s
cognitive systems interpret these
responses? From a marketing
perspective, which is more important
to Barnes & Noble – affect or
cognition?
Barnes & Noble environment creates specific affective in order to
attract customer
They mainly focus on consumer specific feelings and moods
Feelings mainly work with consumer purchasing analysis
Moods is a situation based affective response

When consumers are in good feelings and

good moods they tends to concentrate on
purchasing

Barnes & noble creates the environment in

such a way that consumer spend more
time and feel relaxation and entire music
system with coffee bar makes them in
good moods
According to this case consumer’s Cognitive system interpret with
meanings and belief .

Consumer’s perception and belief about ‘ ‘ will positive and

in future when they decide to go a bookstore they keep in mind of this
Brand image.

People’s affective system can be influence by their cognitive interpretations

of their experience in a situation
Oh! Its seems
like a library.
Next time I will
buy from here

From a marketing perspective

affect is more important than
cognition to “ Barnes & Noble”
Rob goes to a ‘ Barnes & Noble
location to hang out and meet
people. Lisa goes only when she
wants to purchase a specific book or
CD. Describe how their integration
processes might convince them to
choose ‘Barnes & Noble’ over the
myriad options they have.
 Consumer decision making
process
Stimuli From
Environment Interpretation Behaviour
Process

Integration Retrieval
Process Process
(Activation)

Memory

Our main concern about the integration stage for ROB

and LISA. Why they chose
Integration process consumer’s attention and intentions
grow and they take decision about brand.
It’s a homely
environment . I can also
sleep here while reading

Rob took the decision according to his

past experience and his integration
process works with his mind gave clear
concepts about Barnes & Noble.

Lisa had a good knowledge about

the purchasing situation in Barnes &
Noble.
She could have read a book before
bought.
Many of the activities that take place
at Barnes & Noble store or
( Barnesandnoble.com) do not require
a purchase. Participating in
discussion board and going to in-store
performance are free and obviously it
doesn’t cost anything to simply go in.
sit a chair and read a book. So why
do people buy? How do these
activities influence consumer’s affect
and cognition.
 Barnes & Noble doesn’t require to purchase.
They always suggest to participate , stay
longer, read book and hang out etc. all of
these indirectly influence a consumer to buy
from this store

Consumer always want to buy a book after

reading some couple of page or chapter.
They can evaluate a book before purchase.

Book is a special product. Consumer can

purchase same book from different store, but a
store like ‘Barnes & Noble’ largely influence a
consumer to buy book from their store.

Marketer wants consumer stay longer in their

store and after having fun they will buy a
book today or tomorrow
A goodwill ,a brand image ,a Brand
value is an asset for an Organization

Extra activities links a relation with

consumer’s affect and cognition

When a consumer wants to buy a

product the total affect and cognition
works together and Barnes & Noble
marketing strategy largely influence
on that.

Consumer feelings, moods, understanding, evaluation

and all of affect and cognition tools influence a
consumer to choose Barnes & Noble for purchasing a
book or CD
Create and associative network of
your knowledge about Barnes &
Noble. How did you acquire this
knowledge? What might activates
that knowledge structure? How can
marketers activate our knowledge
structure? What parts of your
knowledge structure are most likely
to influence your decision to visit a
Barnes & Noble store? What parts are
most likely to influence your decision
to go to Barnesandnobl.com?
 Environment
Music

Relaxe
d
Coffee bar

Free
reading
We can acquire this knowledge by visiting
Barnes & Noble website and some other
web Forum like ‘webshot’ and from this
case.

Their entire features, marketing

tools ,web design, case point of view
made us and gave a clear idea of
knowledge structure.

Barnes & noble influence us by creating

and providing some free article and free
discussion in their website
Describe a script for shopping at a
bookstore. Think Barnes & Noble
could try to influence a stage in this
script?
Visit the Barnes & Noble website
(www.BarnesandNoble.com). Do You
have any suggestions for how to
make the site more “sticky”. (i.e. how
to make visitors stay longer?
In order to make the website sticky
marketer can take some strategy

Organize a word puzzle game after

reading some articles.

Make a discussion forum on website

Article sharing with others
members for registered members

Slow beat music while

reading some article