Scribd Logo
Upload

Welcome to Scribd!

  • 112 views

    Consumer Behavior Chapter One MKTG3620

    Uploaded by

    Rob Mackay
    Chapter 1 - Consumer Behavior for the class in the university called Behavior of the average Consumer. I think it is a very helpful guide for many people. CHICKEN.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd

    Consumer Behavior Chapter One MKTG3620

    Uploaded by

    Rob Mackay
    112 views25 pages
    Chapter 1 - Consumer Behavior for the class in the university called Behavior of the average Consumer. I think it is a very helpful guide for many people. CHICKEN.

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Chapter 1 - Consumer Behavior for the class in the university called Behavior of the average Consumer. I think it is a very helpful guide for many people. CHICKEN.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    112 views25 pages

    Consumer Behavior Chapter One MKTG3620

    Uploaded by

    Rob Mackay
    Chapter 1 - Consumer Behavior for the class in the university called Behavior of the average Consumer. I think it is a very helpful guide for many people. CHICKEN.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    You are on page 1of 25

    CHAPTER

    01

    Consumer Behavior and Marketing Strategy

    McGraw-Hill/Irwin

    Copyright 2013 by The McGraw-Hill Companies, Inc. All rights reserved.

    PART I: INTRODUCTION

    1-2

    Learning Objectives
    L01
    Define consumer behavior Summarize the applications of consumer behavior Explain how consumer behavior can be used to develop marketing strategy Explain the components that constitute a conceptual model of consumer behavior Discuss issues involving consumption meanings and firm attempts to influence them

    L02
    L03 L04 L05

    1-3

    Consumer Behavior In The News


    Target Marketing. Just Your Average Triathlete?

    Can you predict the demographics of the average triathlete?


    Income:

    Age:
    Gender: Marital Status:

    Source: N. Zmuda, Forget Golf, Advertising Age, October 10, 2011, p. 8.

    1-4

    Consumer Behavior In The News


    Target Marketing. Just Your AverageTriathlete?

    Demographics of the average triathlete?


    Income: $126,000 Age: 38 Years Old Gender: 60% Male Marital Status: 63% Married

    Key Target Market: Higher income corporate executives who spend heavily on the sport.

    Source: N. Zmuda, Forget Golf, Advertising Age, October 10, 2011, p. 8.

    1-5

    Consumer Behavior and Marketing Strategy


    Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.

    1-6

    Applications in Consumer Behavior

    1. Marketing Strategy

    2. Regulatory Policy

    3. Social Marketing

    4. Informed Individuals

    1-7

    Applications in Consumer Behavior

    United Way Campaign Provides an Example of Social Marketing

    Courtesy United Way of Metropolitan Chicago

    1-8

    Marketing Strategy and Consumer Behavior

    1-9

    Market Analysis Components

    1. The Consumers 2. The Company 3. The Competitors 4. The Conditions

    1-10

    Market Segmentation

    Market segmentation is a portion of a larger market whose needs differ from the larger market.

    1-11

    Market Segmentation
    Market Segmentation Involves Four Steps:
    1. Identifying Product-Related Need Sets 2. Grouping Customers with Similar Need Sets 3. Describing Each Group 4. Selecting an Attractive Segment(s) to Serve

    1-12

    Market Segmentation

    1-13

    Marketing Strategy
    Marketing Strategy is the answer to the question: How will we provide superior customer value to our target market? This requires the formulation of a consistent marketing mix, which includes the
    1. Product
    2. Communications 3. Price

    4. Distribution, and
    5. Services

    1-14

    Video Application The following Video Clip shows how digital signage (the communications element) keeps the marketing message fresh!

    1-15

    1-16

    Consumer Decisions
    The consumer decision process intervenes between the marketing strategy, as implemented in the marketing mix, and the outcomes. The firm can succeed only if consumers see a need that its product can solve, become aware of the product and its capabilities, decide that it is the best available solution, proceed to buy it, and become satisfied with the result of the purchase.

    1-17

    Outcomes
    1. Firm Outcomes 2. Individual Outcomes 3. Society Outcomes

    1-18

    Outcomes
    Creating Satisfied Customers

    Pella Windows on Creating Satisfied Customers through Quality

    YouTube Spotlight

    1-19

    The Nature of Consumer Behavior


    Overall Conceptual Model of Consumer Behavior

    1-20

    The Nature of Consumer Behavior


    External Influences
    Culture
    Demographics and social stratification Ethnic, religious, and regional subcultures Families and households Groups

    1-21

    The Nature of Consumer Behavior


    Internal Influences
    Perception

    Learning
    Memory Motives Personality Emotions

    Attitudes

    1-22

    The Nature of Consumer Behavior


    Self-Concept and Lifestyle
    Self-concept is the totality of an individuals thoughts and feelings about oneself.
    Lifestyle is how one lives, including the products one buys, how one uses them, what one thinks about them, and how one feels about them.

    1-23

    The Nature of Consumer Behavior


    Situations and Consumer Decisions
    Consumer decisions result from perceived problems and opportunities. Consumer problems arise in specific situations and the nature of the situation influences the resulting consumer behavior.
    Using Outdoor Media to Trigger Problem Recognition

    1-24

    The Meaning of Consumption


    Consumption has meaning beyond satisfaction of minimum or basic consumer needs Symbolic needs
    Status Identity Group acceptance

    1-25

    You might also like

    pFad - Phonifier reborn

    Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

    Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


    Alternative Proxies:

    Alternative Proxy

    pFad Proxy

    pFad v3 Proxy

    pFad v4 Proxy