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CH001
CH001
Copyright2010byTheMcGrawHillCompanies,Inc.Allrightsreserved.
CB definition
Key aspects
Conduct
research
and CB
Complex
multidimensional
processes
Ethical
issues
The Nature of
Consumer Behavior
Regulatory
Policy
Social
Marketing
Informed
Individuals
1-2
CHAPTER
CONSUMER
BEHAVIOR AND
MARKETING
STRATEGY
1-3
1-4
1-5
1-6
2. Regulatory Policy
3. Social Marketing
4. Informed Individuals
1-7
1-8
1-9
Market Segmentation
Market segmentation
is a portion of a larger
market whose needs
differ from the larger
market.
1-10
Market Segmentation
Market Segmentation Involves Four Steps:
1. Identifying Product-Related Need Sets
2. Grouping Customers with Similar Need Sets
3. Describing Each Group
4. Selecting an Attractive Segment(s) to Serve
1-11
Market Segmentation
Market Segment Attractiveness Worksheet
1-12
Marketing Strategy
Marketing Strategy is the answer to the question:
How will we provide superior customer value to our
target market?
This requires the formulation of a consistent
marketing mix,
mix which includes the
1. Product
2. Price
3. Communications
4. Distribution,
Distribution and
5. Services
1-13
Consumer Decisions
The consumer decision process intervenes between
the marketing strategy,
strategy as implemented in the
marketing mix,
mix and the outcomes.
outcomes
The firm can succeed only if consumers see a need
that its product can solve, become aware of the
product and its capabilities, decide that it is the best
available solution, proceed to buy it, and become
satisfied with the result of the purchase.
1-14
Outcomes
1. Firm Outcomes
2. Individual Outcomes
3. Society Outcomes
1-15
Outcomes
1-16
1-17
1-18
1-20
1-21
Discussion Questions
27.Why would someone shop on the Internet? Buy an
iPod? Eat at TGI Fridays frequently?
Why would someone else not make those purchases?
How would you choose one outlet, brand, or model over
the others? Would others make the same choice in the
same way?
Discussion Questions
31.Describe your lifestyle. How does it differ from your
parents lifestyle?
33.Describe a recent purchase you made. To what
extent did you follow the consumer decisionmaking process described in this chapter? How
would you explain any differences?