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67 views21 pages

CB14e CH001 PPT

Uploaded by

tranthithuthuy.study
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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CHAPTER 1

CONSUMER
BEHAVIOR
AND
MARKETING
STRATEGY

Copyright © 2020 by McGraw-Hill Education. All rights reserved.


PART I: INTRODUCTION

1-2
Learning Objectives
L0 Define consumer behavior
1
L0 Summarize the applications of consumer behavior
2
Explain how consumer behavior can be used to
L0 develop marketing strategy
3
L0 Explain the components that constitute a conceptual
4 model of consumer behavior

L0
Discuss issues involving consumption meanings and
5 firm attempts to influence them
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
Michael Jung/Getty Images Intl St Clair/Blend Images LLC

to satisfy needs and the impacts


that these processes have on
the consumer and society.

Shutterstock/yuttana Contributor Studio

1-4
Applications in Consumer Behavior

1. Marketing Strategy

2. Regulatory Policy

3. Social Marketing

Shutterstock/lovelyday12

4. Informed Individuals

1-5
Applications in Consumer Behavior

USPCA Campaign Provides an


Example of Social Marketing

Shutterstock/Erik Lam

YouTube Spotlight
Ingram Publishing 1-6
Marketing Strategy and Consumer Behavior

1-7
Market Analysis Components

1. The Consumers

2. The Company

3. The Competitors

4. The Conditions

Lightpoet © 123RF.com

1-8
Market Segmentation

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

Purestock/SuperStock

1-9
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

1-10
Market Segmentation

1-11
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. Service

1-12
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.

1-13
Outcomes

1. Firm Outcomes

2. Individual Outcomes

3. Society Outcomes

1-14
Outcomes

Creating Satisfied Customers

1-15
The Nature of Consumer Behavior
Overall Conceptual Model of Consumer Behavior

1-16
The Nature of Consumer Behavior

External Influences

• Culture
• Demographics and social stratification
Lyn Topinka/U.S. Geological Survey

• Ethnic, religious, and regional subcultures


• Families and households
• Groups
William Ryall 2010

Rodrigo A Torres/Glow Images

1-17
The Nature of Consumer Behavior

Internal Influences
• Perception
• Learning
• Memory
• Motives
• Personality
• Emotions
• Attitudes
Bowie 15 123RF.com

1-18
The Nature of Consumer Behavior

Self-Concept and Lifestyle

Self-concept is the totality of an


individual’s 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. bernardbardo/123RF

1-19
Applications in 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. © 2017 Geico

This Geico ad is designed to Trigger Problem Recognition

1-20
The Meaning of Consumption

⮚ Consumption has meaning beyond satisfaction


of minimum or basic consumer needs
⮚ Symbolic needs
⮚ Status
⮚ Identity
⮚ Group acceptance

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