William F. Arens Michael F. Weigold Christian Arens McGraw-Hill/Irwin

Slides:



Advertisements
Similar presentations
Consumer and Business Buyer Behavior
Advertisements

PRINCIPLES OF MARKETING Consumer Buyer Behavior
chapter 05 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Communication and Consumer Behavior.
Copyright © 2005 Pearson Education Inc. Consumer Markets and Consumer Buyer Behaviour Chapter 7 PowerPoint slides Express version Instructor name Course.
© 2007 The McGraw-Hill Companies, Inc., All Rights Reserved. McGraw-Hill/Irwin Marketing Management, 8e Chapter Three Consumer Behavior Key Words / Outline.
William F. Arens Michael F. Weigold Christian Arens McGraw-Hill/Irwin
William F. Arens Michael F. Weigold Christian Arens McGraw-Hill/Irwin
Chapter 7 Analyzing Consumer Markets and Buyer Behavior by
© 2004 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.
Learning Goals Learn the consumer market and construct model of consumer buyer behavior Know the four factors that influence buyer behavior Understand.
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin CONSUMER BEHAVIOR.
MARKETING STRATEGY O.C. FERRELL MICHAEL D. HARTLINE 5 Managing Customer Relationships.
1 Matakuliah:G0492/ English for Advertising Tahun: 2005/2006 The Consumer Audience Consumer Behavior Cultural and Social Influences on consumers Psychological.
3-1 Part 2 FOCUS ON THE CUSTOMER. 3-2 Customer Behavior in Services  Search, Experience, and Credence Properties  Consumer Choice  Consumer Experience.
Chapter 6 Consumer Markets and Consumer Buying Behavior
Part 2: Planning and Strategy Chapter 4
CHAPTER 4: UNDERSTANDING CUSTOMERS: BUSINESS TO CONSUMER MARKETS Part 2: Use Information to Drive Marketing Decisions McGraw-Hill Education 1 Copyright.
Definitions Consumer buyer behavior refers to the buying behavior of final consumers – individuals and households who buy goods and services for personal.
McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 5 Marketing and Consumer Behavior: The Foundations of.
Communication and Consumer Behavior
UNDERSTANDING PRINCIPLES OF MARKETING
Irwin/McGraw-Hill CHAPTER ONE Consumer Behavior and Marketing Strategy Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.
Analyzing Consumer Markets. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 2 of 31 Possible Questions 1.How do consumer characteristics.
For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Consumer Response.
Chapter 5: UNDERSTANDINGthe BUYER BEHAVIOR and COMMUNICATION PROCESS 5.1.
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Integrated Marketing Communications Chapter 17 McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
PowerPoint Presentation by Charlie Cook Copyright © 2005 Prentice Hall, Inc. All rights reserved. Chapter 10 Understanding Marketing Processes and Consumer.
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 4-1.
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ Kotler, Bowen, and Makens Chapter 6 Consumer.
Marketing: An Introduction Armstrong, Kotler
CONSUMER BEHAVIOR CHAPTER 5. Problem Recognition: Perceiving a Need Information Search: Seeking Value Alternative Evaluation: Assessing Value  Evaluative.
Irwin/McGraw-Hill Welcome!Welcome! Consumer Behavior and Marketing Strategy Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.
Marketing 333 Chapter 5 Final Consumers and their Buying Behavior.
Customer Loyalty and Product Strategy Chapter 12.
chapter 5 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Marketing & Consumer.
Consumer Behavior Session 3.
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Chapter Five Consumer and Business Buyer Behavior.
McGraw-Hill/Irwin Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved Mkt 340/Principles of Advertising Class 2.
Chapter 2 Consumer Behavior.
Chapter 3: The Marketing Concept Unit 1: Marketing Basics.
For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Consumer Response.
Chapter 5 Understanding Buyer Behavior and the Communication Process 5-1.
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Consumer Markets and Consumer Buyer Behavior Chapter 5.
Ch. 1 Consumer Behavior vs. Marketing Strategy
  Needs   Wants   Drive   Physiological needs   Safety needs   Social needs   Personal needs   Perception   Selective exposure   Selective.
Chapter One Understanding Consumer Behavior. Copyright © Houghton Mifflin Company. All rights reserved.7 | 2Copyright © Houghton Mifflin Company. All.
How Advertising Works Chapter 4. Basic Communication Model 4-2 Source/Sender (Advertiser) Coded Message (Agency) Decoded Message (Interpretation) Receiver.
Chapter 1 Consumer Behavior and Marketing Strategy.
Dr. Bea Bourne 1. 2 If you have any trouble in seminar, please do call Tech Support at: They can assist if you get “bumped” from the seminar.
BUSINESS 1 Understanding Marketing Processes and Consumer Behavior.
1 Chapter 5 Consumer and Business Buyer Behavior.
 Copyright 1999 Prentice Hall 5-1 Chapter 5 PRINCIPLES OF MARKETING Eighth Edition Philip Kotler and Gary Armstrong Consumer Markets and Consumer Buyer.
Consumer Markets and Consumer Buyer Behavior
Consumer Markets and Consumer Buyer Behavior
Chapter 4 Perspectives on Consumer Behavior
THE CONSUMER AUDIENCE.
Perspective on Consumer Behavior Chapter 4
CONSUMER BEHAVIOR Building Marketing Strategy
Simple Response Model Stimulus Organism Response.
ENLIGHTENED CARMAKERS KNOW WHAT CUSTOM(H)ERS VALUE
Chapter 6 Analyzing Consumer Markets and Buying Behavior
Consumer behavior and Market Segmentation
Consumer Markets and Consumer Buyer Behavior
Consumer Markets and Consumer Buyer Behavior
Consumer Markets and Consumer Buyer Behavior
Chapter 6 Analyzing Consumer Markets and Buying Behavior
Advertising and Consumer Behavior
Presentation transcript:

Chapter 5 Marketing and Consumer Behavior: The Foundations of Advertising William F. Arens Michael F. Weigold Christian Arens McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.

George Whitefield (1734-1770)

Chapter Overview The relationship between marketing activities and consumer behavior

Chapter Objectives Define marketing & relate consumer needs and product utility Identify key participants in the marketing process Explain why consumer behavior is to IMC strategy Describe motives behind consumer purchases Discuss interpersonal influences on consumer behavior Outline the psychological processes in human behavior Explain nonpersonal influences on consumer behavior

Know the Consumer Consumer behavior — the mental and emotional processes and the physical activities of people who purchase and use goods to satisfy needs and wants

Marketing Context of Advertising Conception Pricing Promotion Distribution Advertising

Q. 1. What are the key concepts in Marketing?

Customer Needs / Product Utility Functional Needs Psychological Wants Utility Need Satisfaction

Goal of Marketing & Advertising Perception Exchange Satisfaction

Q. 2. Who are the participants in the Marketing process?

Marketing Participants: Customers Total Market Centers of influence Prospective customers Current customers

Market Types Consumer Business Transnational or Global Government Regional or National Local Consumer Business Government

Marketing Participants: Market Customers Markets Marketers

Q. 3. What are the steps in the decision making process?

Consumer Decision Process

Q. 4. What are the three components of the Personal Process in consumer behavior?

Consumer Decision Process

Nehemiah

Nehemiah’s Prayer

Nehemiah

Rebuilding the Wall

The Wall Finished

Q. 5. Define Perception.

Perception Perception — information we receive through our five senses.

Q. 6. What are the key elements in the perception process?

Consumer Perception Process

Persuasion Persuasion — change in belief, attitude, or behavioral intention is caused by promotion communication

Elaboration Likelihood Model

Q. 7. Define Learning.

Learning Learning — relatively permanent change in thought process or behavior that occurs as a result of reinforced experience.

Q. 8. What are the two theories in Learning?

Learning Theories Cognitive Theory Conditioning Theory

Q. 9. What are the effects of learning?

Results of Learning Loyalty Habit Interest Attitude

Consumer Motivation Process Motivation: underlying forces driving decisions Needs, basic & instinctive Wants, learned during lifetime

Q. 10. What are the five stages in Maslow’s hierarchy of needs?

Maslow’s Hierarchy of Needs

Rossiter & Percy’s Fundamental Motives Consumer Motivation Rossiter & Percy’s Fundamental Motives Negative Motives: problem removal or avoidance Positive Motives: benefit, bonus, or reward

Q. 11. What are the interpersonal influences on consumer behavior?

Influences on Consumer Behavior Interpersonal Family Culture and Subculture Society – Groups we belong to, people we relate to, and people we trust

Influences on Behavior U.S. Army ad focused on a Spanish- speaking audience

Q. 12. What are the nonpersonal influences on consumer behavior?

Influences on Consumer Behavior Nonpersonal Time Place of Sale Environment

Influences on Behavior Red Cross ad focused on its presence during an earthquake disaster

Purchase Decision Evoked Set: Smart Phones iPhone Android Blackberry Evaluative Criteria Features Style Cost Service Cognitive Dissonance Was it worth the money? Does the data plan work for me? Could I have found a better price?