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Consumer Behavior, Eighth Edition SCHIFFMAN & KANUK

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Presentation on theme: "Consumer Behavior, Eighth Edition SCHIFFMAN & KANUK"— Presentation transcript:

1 Consumer Behavior, Eighth Edition SCHIFFMAN & KANUK
Chapter 1 Introduction: The Impact of the Digital Revolution on Consumer Behavior

2 Opening Vignette

3 Objectives of One-to-One Marketing
To attain customers Sell them more products Make a profit

4 Digital Revolution in the Marketplace
Allows customization of products, services, and promotional messages like never before Enhances relationships with customers more effectively and efficiently

5 Changes in the Business Environment
Increased consumer power Access to information More products and services Interactive and instant exchanges Access to customer patterns and preferences Evolution to other -Web connection PDAs HDTV Mobile phones

6 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.

7 Personal Consumer The individual who buys goods and services for his or her own use, for household use, for the use of a family member, or for a friend.

8 Organizational Consumer
A business, government agency, or other institution (profit or nonprofit) that buys the goods, services, and/or equipment necessary for the organization to function.

9 Development of the Marketing Concept
Production Concept Product Concept Selling Concept Marketing Concept

10 The Production Concept
Assumes that consumers are interested primarily in product availability at low prices Marketing objectives: Cheap, efficient production Intensive distribution Market expansion

11 The Product Concept Assumes that consumers will buy the product that offers them the highest quality, the best performance, and the most features Marketing objectives: Quality improvement Addition of features Tendency toward Marketing Myopia

12 The Selling Concept Assumes that consumers are unlikely to buy a product unless they are aggressively persuaded to do so Marketing objectives: Sell, sell, sell Lack of concern for customer needs and satisfaction

13 The Marketing Concept Assumes that to be successful, a company must determine the needs and wants of specific target markets and deliver the desired satisfactions better than the competition Marketing objectives: Profits through customer satisfaction

14 Business Leaders Who Understood Consumer Behavior
Alfred Sloan, General Motors Colonel Sanders, KFC Ray Kroc, McDonald’s

15

16 The Marketing Concept A consumer-oriented philosophy that suggests that satisfaction of consumer needs provides the focus for product development and marketing strategy to enable the firm to meet its own organizational goals.

17 Implementing the Marketing Concept
Consumer Research Segmentation Targeting Positioning

18 Consumer Research The process and tools used to study consumer behavior. Two perspectives: Positivist approach Interpretivist approach

19 Segmentation, Targeting, and Positioning
Segmentation: process of dividing the market into subsets of consumers with common needs or characteristics Targeting: selecting one ore more of the segments to pursue Positioning: developing a distinct image for the product in the mind of the consumer

20 Successful Positioning
Communicating the benefits of the product, rather than its features Communicating a Unique Selling Proposition for the product

21 The Marketing Mix Product Price Place Promotion

22 Successful Relationships
Customer Value Customer Retention Customer Satisfaction

23 Types of Customers Loyalists Apostles Defectors Terrorists Hostages
Mercenaries

24 Customer Profitability-Focused Marketing
Tier 1: Platinum Tier 2: Gold Tier 3: Iron Tier 4: Lead

25 Societal Marketing Concept
A revision of the traditional marketing concept that suggests that marketers adhere to principles of social responsibility in the marketing of their goods and services; that is, they must endeavor to satisfy the needs and wants of their target markets in ways that preserve and enhance the well-being of consumers and society as a whole.

26 The Societal Marketing Concept
All companies prosper when society prospers. Companies, as well as individuals, would be better off if social responsibility was an integral component of every marketing decision. Requires all marketers adhere to principles of social responsibility.

27 Evaluation of Alternatives Consumer Decision Making
Firm’s Marketing Efforts 1. Product 2. Promotion 3. Price 4. Channels of distribution Sociocultural Environment 1. Family 2. Informal sources 3. Other noncommercial sources 4. Social class 5. Subculture and culture Input External Influence Need Recognition Prepurchase Search Evaluation of Alternatives Psychological Field 1. Motivation 2. Perception 3. Learning 4. Personality 5. Attitudes Consumer Decision Making Process Experience Figure 1-1: A Model of Consumer Decision Making Purchase 1. Trial 2. Repeat purchase Post-Decision Behavior Output Postpurchase Evaluation


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