1. Copyright 2007, Prentice-Hall, Inc. 5-1 Figure 5-1 Model of Buyer Behavior

2. Copyright 2007, Prentice-Hall, Inc. 5-2 Figure 5-2 Factors Influencing Consumer Behavior

3. Copyright 2007, Prentice-Hall, Inc. 5-3 Marketing to Subcultures A subculture is a group of people who share value systems based on common life experiences. Hispanics, Asians, African Americans, and mature consumers are increasingly targeted by marketers. Procter & Gamble targets Hispanics using print and TV. P&G has also developed special Spanish versions of some brands. Marketing in Action

4. Copyright 2007, Prentice-Hall, Inc. 5-4 Figure 5-3 Major American Social Classes

5. Copyright 2007, Prentice-Hall, Inc. 5-5 Marketing in Action Toyota caters to family buying influences.

6. Copyright 2007, Prentice-Hall, Inc. 5-6 Marketing in Action The “My Life, My Card” campaign invites consumers to choose the card and rewards that best fit their lifestyles. Lifestyle Marketing by American Express americanexpress.com

7. Copyright 2007, Prentice-Hall, Inc. 5-7 Figure 5-4 Maslow’s Hierarchy of Needs

8. Copyright 2007, Prentice-Hall, Inc. 5-8 What types of attitudes and beliefs are the most difficult to change? Is advertising the only way marketers can influence change? Explain. Let’s Talk!

9. Copyright 2007, Prentice-Hall, Inc. 5-9 Figure 5-5 Buyer Decision Process

10. Copyright 2007, Prentice-Hall, Inc. 5-10 Marketing in Action Marketers can facilitate need recognition through their choice of media and the timing of their ad insertions. Restaurants frequently use billboards (above) in high traffic locations and run radio ads during meal hours. Triggering Need Recognition

11. Copyright 2007, Prentice-Hall, Inc. 5-11 Figure 5-6 Adopter Categorization Based on Time of Adoption

12. Copyright 2007, Prentice-Hall, Inc. 5-12 Let’s Talk! Which one of the adopter categories is most likely to be buying the Toyota Prius hybrid car now? www.toyota.com/prius/

13. Copyright 2007, Prentice-Hall, Inc. 5-13 Marketing in Action How will key product characteristics influence the rate of adoption? Explain. Rate This Product’s Characteristics! Color-a-Cookie Kits contain a cookie and four nontoxic food coloring markers. No baking is required, and the food-color pens can be used to color macaroni, pop-tarts, bread, and more. www.coloracookie.com

14. Copyright 2007, Prentice-Hall, Inc. 5-14 Marketing in Action Volvo stresses both practical and emotional concerns. Business to Business Ad

15. Copyright 2007, Prentice-Hall, Inc. 5-15 Figure 5-7 Model of Business Buyer Behavior

16. Copyright 2007, Prentice-Hall, Inc. 5-16 Marketing in Action Buying centers include all members within a firm that play a role in purchase decision process. Cardinal Health deals with a wide range of buying influences, from the purchasing executives and the hospital administrators to the surgeons who actually use the products. Buying Centers

17. Copyright 2007, Prentice-Hall, Inc. 5-17 Figure 5-8 Major Influences on Business Behavior

18. Copyright 2007, Prentice-Hall, Inc. 5-18 Figure 5-9 Stages in the Business Buying Process

19. Copyright 2007, Prentice-Hall, Inc. 5-19 e-Procurement HP’s Web site offers product overviews, detailed information, purchasing solutions, and much more. Marketing in Action