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Consumer Behavior: Meeting Changes and

Challenges

CHAPTERONE

Learning Objectives

1. To Understand What Consumer Behavior Is and the Different Types of Consumers.

2. To Understand the Relationship Between Consumer Behavior and the Marketing Concept, the Societal Marketing Concept, as Well as Segmentation, Targeting, and Positioning.

3. To Understand the Relationship Between Consumer Behavior and Customer Value, Satisfaction, Trust, and Retention.

4. To Understand How New Technologies Are Enabling Marketers to Better Satisfy the Needs and Wants of Consumers.

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 2Chapter One Slide

Learning Objectives (continued)

5. To Understand How Marketers Are Increasingly Able to Reach Consumers Wherever Consumers Wish to Be Reached.

6. To Understand How the World’s Economic Condition Is Leading to Consumption Instability and Change.

7. To Understand the Makeup and Composition of a Model of Consumer Behavior.

8. To Understand the Structure of This Book


To Which Segment ofConsumers Will This Ad Appeal?

Chapter One Slide 4Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

A Segment of Consumers Who are Environmentally Concerned

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Consumer Behavior

• The behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs.


Two Consumer Entities


Development of the Marketing Concept


Production Orientation

• From the 1850s to the late 1920s• Companies focus on production capabilities• Consumer demand exceeded supply


Sales Orientation

• From the 1930s to the mid 1950s• Focus on selling• Supply exceeded customer demand


Marketing Concept

• 1950s to current - Focus on the customer!• Determine the needs and wants of specific

target markets• Deliver satisfaction better than competition


Discussion Questions

1. What two companies do you believe grasp and use the marketing concept?

2. Why do you believe this?


Societal Marketing Concept

• Considers consumers’ long-run best interest

• Good corporate citizenship


The Marketing Concept

• Consumer Research• Segmentation• Market Targeting• Positioning

• The process and tools used to study consumer behavior

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Embracing the Marketing Concept

Chapter One Slide 14

http://www.acrwebsite.org/index.asp



• Process of dividing the market into subsets of consumers with common needs or characteristics


Implementing the Marketing Concept



1. What products that you regularly purchase are highly segmented?

2. What are the different segments?3. Why is segmentation useful to the marketer

for these products?




The selection of one or more of the segments identified to pursue






• Developing a distinct image for the product in the mind of the consumer

• Successful positioning includes:– Communicating the benefits

of the product– Communicating a unique

selling proposition




The Marketing Mix


Customer Value, Satisfaction, Trust, and Retention


Successful Relationships

• Customer Value• Customer

Satisfaction• Customer Trust• Customer

Retention

• Defined as the ratio between the customer’s perceived benefits and the resources used to obtain those benefits

• Perceived value is relative and subjective

• Developing a value proposition is critical


Value, Satisfaction, Trust, and Retention



• How does McDonald’s create value for the consumer?

• How do they communicate this value?



• Customer Value

• Customer Satisfaction

• Customer Trust• Customer

Retention

• The individual's perception of the performance of the product or service in relation to his or her expectations.

• Customer groups based on loyalty include loyalists, apostles, defectors, terrorists, hostages, and mercenariesCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall






Retention


• Establishing and maintaining trust is essential.

• Trust is the foundation for maintaining a long-standing relationship with customers.






Retention

• The objective of providing value is to retain highly satisfied customers.

• Loyal customers are key– They buy more products– They are less price

sensitive– Servicing them is

cheaper– They spread positive

word of mouthCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall



Top 10 Ranked U.S. Companies in Terms of Consumers’ Trust and Respect of Privacy

Table 1.2Top 10 Companies

• American Express • eBay• IBM• Amazon• Johnson & Johnson• Hewlett-Packard• U.S. Postal Service• Procter and Gamble• Apple• Nationwide


Customer Profitability-Focused Marketing

• Tracks costs and revenues of individual consumers

• Categorizes them into tiers based on consumption behavior

• A customer pyramid groups customers into four tiers


Copyright 2010 Pearson Education, Inc. publishing as Prentice HallChapter One Slide 28

THE TRADITIONAL MARKETING CONCEPT VALUE- AND RETENTION-FOCUSED MARKETING

Make only what you can sell instead of trying to sell what you make.

Use technology that enables customers to customize what you make.

Do not focus on the product; focus on the need that it satisfies.

Focus on the product’s perceived value, as well as the need that it satisfies.

Market products and services that match customers’ needs better than competitors’ offerings.

Utilize an understanding of customer needs to develop offerings that customers perceive as more valuable than competitors’ offerings.

Research consumer needs and characteristics. Research the levels of profit associated with various consumer needs and characteristics.

Understand the purchase behavior process and the influences on consumer behavior.

Understand consumer behavior in relation to the company’s product.

Realize that each customer transaction is a discrete sale.

Make each customer transaction part of an ongoing relationship with the customer.

Impact of Digital Technologies


The Mobile Consumer

• Wireless Media Messages will expand as:– Flat-rate data traffic

increases– Screen image

quality is enhanced– Consumer-user

experiences with web applications improve


Penetration of Internet Usage Among Mobile Subscribers in 16 Countries - FIGURE 1.3

Consumer Behavior Is Interdisciplinary


A Simple Model of Consumer Decision Making - Figure 1.4

Chapter One Slide 32Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,

mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

33Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide