CB. Chapter 1. Hawkins
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Transcript of CB. Chapter 1. Hawkins
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PART I: INTRODUCTIONPART I: INTRODUCTION
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CHAPTERCHAPTER 11
CONSUMER CONSUMER BEHAVIOR AND BEHAVIOR AND
MARKETING MARKETING STRATEGYSTRATEGY
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Consumer Behavior In The News…Consumer Behavior In The News…
Segmenting the Automobile MarketSegmenting the Automobile Market
J.D. Powers Examined Car-Buyer Segments.J.D. Powers Examined Car-Buyer Segments.
Can You Predict the Market for Each Brand?Can You Predict the Market for Each Brand?
Honda CivicHonda Civic
Honda AccordHonda Accord
Toyota Sienna Mini VanToyota Sienna Mini Van
Cadillac STSCadillac STS
Lexus LS 430Lexus LS 430
Source: D. Kiley, “Sexy or Sensible?” Business Week, January 16, 2006, p. 60-61.
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Consumer Behavior In The News…Consumer Behavior In The News…
Segmenting the Automobile MarketSegmenting the Automobile Market
J.D. Powers Examined Car-Buyer Segments.J.D. Powers Examined Car-Buyer Segments.
Can You Predict the Market for Each Brand?Can You Predict the Market for Each Brand?
Honda Civic – Honda Civic – “teenage terror”“teenage terror”
Honda Accord – Honda Accord – “recent MBA grad”“recent MBA grad”
Toyota Sienna Mini Van – Toyota Sienna Mini Van – “suburban mom”“suburban mom”
Cadillac STS – Cadillac STS – “mid-career executive”“mid-career executive”
Lexus LS 430 – Lexus LS 430 – “titan of industry”“titan of industry”
Source: D. Kiley, “Sexy or Sensible?” Business Week, January 16, 2006, p. 60-61.
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Consumer Behavior and Marketing Consumer Behavior and Marketing StrategyStrategy
Consumer behavior 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.
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Applications of Consumer BehaviorApplications of Consumer Behavior
1.1. Marketing StrategyMarketing Strategy
2.2. Regulatory PolicyRegulatory Policy
3.3. Social MarketingSocial Marketing
4.4. Informed IndividualsInformed Individuals
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Marketing Strategy and Consumer BehaviorMarketing Strategy and Consumer Behavior
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Market Segmentation
Market segmentationMarket segmentation is a portion of a larger market whose needs differ from the larger market.
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Market SegmentationMarket 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
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Market SegmentationMarket Segmentation
Market Segment Attractiveness WorksheetMarket Segment Attractiveness Worksheet
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Marketing StrategyMarketing Strategy
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 mixmarketing mix, which includes the
1.1. ProductProduct
2.2. PricePrice
3.3. CommunicationsCommunications
4.4. DistributionDistribution, and
5.5. ServicesServices
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Which Super Bowl Ads have an Effective Communication Strategy?
1. With whom, do we want to communicate?2. What effect do we want our communications to
have on the target audience?3. What message will achieve the desired effect on our
audience?4. What means and media should be used to reach the
target audience?5. When should we communicate with the target
audience? http://www.time.com/time/specials/packages/article/0,28804,1874549_1874552,00.html
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Video Application
The following Video Clip demonstrates The following Video Clip demonstrates how Staples uses the marketing mix to how Staples uses the marketing mix to create and deliver its brand promise.create and deliver its brand promise.
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1-15
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OutcomesOutcomes
Creating Satisfied CustomersCreating Satisfied Customers
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The Nature of Consumer BehaviorThe Nature of Consumer Behavior
Overall Conceptual Model of Consumer BehaviorOverall Conceptual Model of Consumer Behavior
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The Nature of Consumer Behavior
External InfluencesExternal Influences
The following are the major external influences:
• Culture
• Demographics and social stratification
• Ethnic, religious, and regional subcultures
• Families and households
• Groups
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The Nature of Consumer Behavior
Internal InfluencesInternal Influences
Internal influences include:
• Perception
• Learning
• Memory
• Motives
• Personality
•Emotions
•Attitudes
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The Nature of Consumer Behavior
Self-Concept and LifestyleSelf-Concept and Lifestyle
Self-conceptSelf-concept is the totality of an individual’s thoughts and feelings about oneself.
LifestyleLifestyle is how one lives, including the products one buys, how one uses them, what one thinks about them, and how one feels about them.
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The Nature of Consumer Behavior
Situations and Consumer DecisionsSituations and Consumer Decisions
Consumer decisionsConsumer decisions result from perceived problems and opportunities.
Consumer problems arise in specific situations and the nature of the situation influences the resulting consumer behavior.consumer behavior.
Using Outdoor Media to Trigger Problem RecognitionUsing Outdoor Media to Trigger Problem Recognition