1. PharmaSim CONSUMER BEHAVIOR Advanced Marketing Management Marketing 6202

2. Segments Related to Consumer Needs  Illness Cold, Cough, Allergy Cold, Cough, Allergy  Symptoms Aches, Nasal Congestion, Chest Congestion, Cough, Allergy Aches, Nasal Congestion, Chest Congestion, Cough, Allergy  Age Young Singles, Young Families, Mature Families, Empty Nesters, Retired Young Singles, Young Families, Mature Families, Empty Nesters, Retired  Day vs. Night / Work vs. Home

3. Product Factors Related to Consumer Needs  Formulation (Drives Effectiveness] Analgesic, Antihistamine, Decongestant, Cough... Analgesic, Antihistamine, Decongestant, Cough...  Form Capsule, Liquid, or Nasal Spray Capsule, Liquid, or Nasal Spray  Duration 4 or 12 hours 4 or 12 hours  Side Effects Drowsiness, Upset Stomach Drowsiness, Upset Stomach  Price to Consumer MSRP, Volume Discount, Promo Discount, Channels MSRP, Volume Discount, Promo Discount, Channels

4. Marketing Efficiency Index Net Income ___________________________________ Advertising + Sales Force + Promotional Budget Cost Dollars

5. Consumer Purchase Process  Awareness  Evaluation of Alternatives  Intention to Buy  In-Store Attractiveness  Purchase  Usage / Satisfaction  Repurchase

6. Awareness  What drives awareness? Advertising! Advertising! Detailing Detailing Co-op Advertising Co-op Advertising Word of mouth (based on others’ satisfaction) Word of mouth (based on others’ satisfaction)

7. Intention to Buy  What drives intention to buy? Couponing Couponing Trial size Trial size Advertising Advertising How much value is the product perceived perceived to offer, relative to competitors?

8. In-Store Attractiveness  What affects attractiveness at point-of- purchase? Retail Promotion Retail Promotion Price Price Shelf Space and Location Shelf Space and Location Point-of-Purchase Displays Point-of-Purchase Displays Is your brand losing or gaining sales based on influences at point-of-purchase?

9. Purchase  Intention to Buy  In-Store Attractiveness + Availability May Be a Constraint

10. Usage / Satisfaction  Realized Value: How well does Allround relieve symptoms? How well does Allround relieve symptoms? Advertising ( for Credence Products) Advertising ( for Credence Products) Perceptions from use Perceptions from use  Expected Value Advertising / Word of Mouth Advertising / Word of Mouth Prior Experiences Prior Experiences Satisfaction = Realized Value - Expected Value

11. Repurchase  Intention Satisfaction Satisfaction Co-op Advertising Co-op Advertising Couponing Couponing  In-Store Attractiveness