Marketing Environment Tracking & Identifying Opportunities in the Macroenvironment Demographic, Economic, Natural, Technological, Political, & Cultural Developments

Macroenvironmental Forces World trade enablers Asian economic power Rise of trade blocs International monetary crises Use of barter & countertrade Move towards market economies “Global” lifestyles

Macroenvironmental Forces Opening of “new” markets Emerging transnational firms Cross-border strategic alliances Regional ethnic & religious conflict Global branding

Demographic Environment Worldwide Population Growth Population Age Mix Ethnic Markets Household Patterns Educational Groups Geographical Shifts in Population Shift from Mass Market to Micromarkets

Economic Environment Income Distribution Subsistence economies Raw-material-exporting economies Industrializing economies Industrial economies Savings, Debt, & Credit Availability Savings, Debt, & Credit Availability

Natural Environment Higher Pollution Levels Higher Pollution Levels Increased Costs of Energy Increased Costs of Energy Shortage of Raw Materials Shortage of Raw Materials Changing Role of Government Changing Role of Government

Accelerating Pace of Change Accelerating Pace of Change Unlimited Opportunities for Innovation Unlimited Opportunities for Innovation Increased Regulation Increased Regulation Issues in the Technological Environment Issues in the Technological Environment Varying R & D Budgets Varying R & D Budgets

Political- Legal Environment Political- Legal Environment Increased Legislation Increased Legislation Special- Interest Groups Special- Interest Groups

Social/Cultural Environment OfOrganizationsOfNature OfOneself OfSociety Of the Universe OfOthers Views That Express Values Views That Express Values

Social/Cultural Environment

Review Tracking & Identifying Opportunities in the Macroenvironment Demographic, Economic, Natural, Technological, Political, & Cultural Developments

Microenvironment Company Suppliers Marketing intermediaries Customers Competitors public

Consumer Behavior 1. Major factors influencing buyer behavior 2. The buying decision process 3. The stages of the buying decision process 4. Reference concepts

Simple Response Model StimulusStimulus OrganismOrganismResponseResponse

Model of Buying Behavior Buyer’s decision process Problem recognition Information search Evaluation Decision Postpurchase behavior Other stimuli Economic Technological Political Cultural Buyer’s characteristics Cultural Social Personal Psychological Buyer’s decisions Product choice Brand choice Dealer choice Purchase timing Purchase amount Marketing stimuli Product Price Place Promotion

Culture Cultural Factors Subculture Social Class Buyer

Social Factors Reference Groups Roles & Statuses Family

Influences on Consumer Behavior Personal Influences Age and Family Life Cycle Stage Age and Family Life Cycle Stage Lifestyle Occupation & Economic Circumstances Occupation & Economic Circumstances Personality & Self-Concept Personality & Self-Concept

Psychological Factors Perception Learning Beliefs & Attitudes Beliefs & Attitudes Motivation

Maslow’s Hierarchy of Needs Psychological needs (food, water, shelter) Psychological needs (food, water, shelter) 1 Safety needs (security, protection) Safety needs (security, protection) 2 Social needs (sense of belonging, love) Social needs (sense of belonging, love) 3 Esteem needs (self-esteem, recognition) Esteem needs (self-esteem, recognition) 4 Self- actualization (self-development and realization) Self- actualization (self-development and realization) 5

Four Types of Buying Behavior Complex Buying Behavior Dissonance- Reducing Buying Behavior Variety- Seeking Behavior Habitual Buying Behavior Significant differences between brands Few differences between brands High Involvement Low Involvement

Consumer Buying Process Problemrecognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior

Total Set Decision Making Sets Aware- ness Set Consid- eration Set Choice Set Decision

Steps Between Evaluation of Alternatives and a Purchase DecisionEvaluationofalternatives Purchase decision Unanticipated situational factors Attitude of others Purchase intention

How Customers Use or Dispose of Products Product Get rid of it temporarily Get rid of it permanently Keep it Loan it Rent it Store it Convert to new purpose Use for original purpose Give it away Trade it Sell it Throw it away Direct to consumer To intermediary Through middleman To be used To be (re)sold

Reference concepts Customer value and satisfaction Customer value Relationship marketing

(1)The major factors influencing buying behavior Cultural factors Social factors Personal factors Psychological factors

Cultural factors Culture Subculture Social class

Social classes are relatively homogeneous and enduring divisions in a society,which are hierarchically ordered and whose members share similar values,interests, and behavior.

Social factors Reference groups Family Roles and statuses

Reference groups Reference groups consists of all the groups that have a direct (face-to-face) or indirect influence on the person ’ s attitudes or behavior. Groups having a direct influence on a person are called membership groups.(direct groups) Indirect reference groups

Reference groups Aspirational groups are those the person hopes to join. Dissociative groups are those whose values or behavior an individual rejects. Opinion leader is the person in informal product-related communications who offer advice or information about a specific product or product category.

Family Family procreation----one ’ s spouse and children Types of Family

Skippies(student-kids with income and purchasing power) Mobys(mother old and baby young) Dinks(double income,no kids) Dewks(double income with kids) Puppies( 贫穷的城市职员） Woofs( 富裕的老人）

Roles and status A person participates in many groups----family, club, organization. The person ’ s position in each group can be defined in terms of role and status. A role consists of the activities that a person is expected to perform. Each person carried a status.

Personal factors Age and stage in the life cycle Occupation and economic circumstances Lifestyle Personality and self-concept

Lifestyle A lifestyle is the person ’ s pattern of living in the world as expressed in activities, interests, and opinion. Lifestyle portrays the “ whole person “ interacting with his or her environment. Markerters search for relationships between their products and lifestyle groups.

VAL2 (value and lifestyles) Actualizers Fulfilled Achievers Experiences Believers Strivers Makers Stuggles

Personality and self-concept By personality, we mean distinguishing psychological characteristics that lead to relatively consistent and enduring responses to environment.

Psychological factors Motivation Perception Learning Beliefs and attitude

让我们以 Anna Lee 来说明这些影响因素 个人背景 – 今年 32 岁，已婚 – 广西人，毕业于中国名牌 大学 -- 南京大学 – 是一家跨国公司的市场发 展经理（已在该公司任职 5 年） – 已在广州丽江花园拥有一 套三居室 – 中文名：李萍 – 英文名： Anna Lee – 英文流利 – 月入 8000 元

The Cinema Two Week Cycle Going to the movies is not a two hour event for Identity Builders it is a complex planning and evaluating process that offers many opportunities to marketer. Note in S.E. Asia markets cinema attendance by teens is among highest in the world with an average of around one film a month. The Day(6-7 hours) The Week before - picking the film, who to go with, where to see, when - PLANNING Getting to the Venue The Movie Eating, Malling, Getting home The Week After -talking about the Day, assessing the film, the school yard discussion. -REVIEWING 2 hours Hanging Out all day with friend AND THEN IT STARTS AGAIN

(2) The buying decision process Buying roles Buying behavior Complex buying behavior Dissonance-reducing buyer behavior Habitual buying behavior Variety-seeking buying behavior

Anna Lee 会受到哪些因素的影响 – 有 20 天的年假，准备去渡假。 – 可选择的地方有： 澳洲 / 新西兰 泰国（普吉） 三亚 韩国 欧洲 九寨沟 大理 / 丽江 西藏 新疆

Analysis of Regular Blue Ribbon Drinkers

Regional Breakdown Source: Millennium Study Base: All Respondents % Profile

Age/Sex Breakdown Source: Millennium Study Base: All Respondents % Profile

Educational/Family Position Source: Millennium Study Base: All Respondents % Profile

Household Income Source: Millennium Study Base: All Respondents % Profile

影响购买行为的主要因素 -- 心理因素 生理需要 （饥饿、干渴） 安全需要 （安全、保障） 社会需要 （爱与归属感） 尊重需要 （自尊、肯定、地位） 自我实现 需要 （自我发展与实现）

(3)the stage of the buying decision process Problem recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior

4.Business buyer behavior Business Market Model of Business Buyer Behavior

Business market Characteristics of Business markets(p213 Table6.1) Derived demand

Business demand that ultimately comes from the demand for consumer goods.

Model of Business Buyer Behavior (p217)

Business buying behavior Straight rebuy Modified rebuy New task Systems buying

Participants in the business buying process Buying centrer User Influencers Deciders gatekeepers

Major influences on business buyer behavior Environmental Organizational Interpersonal Individual buyers

Discussion 1.No.2,p236 2.No. 3,p204