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McGraw-Hill/Irwin Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved.
PART I: INTRODUCTIONPART I: INTRODUCTION
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CHAPTERCHAPTER 11
CONSUMER CONSUMER BEHAVIOR AND BEHAVIOR AND
MARKETING MARKETING STRATEGYSTRATEGY
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Consumer Behavior In The News…Consumer Behavior In The News…
Segmenting the Automobile MarketSegmenting the Automobile Market
J.D. Powers Examined Car-Buyer Segments.J.D. Powers Examined Car-Buyer Segments.
Can You Predict the Market for Each Brand?Can You Predict the Market for Each Brand?
Honda CivicHonda Civic
Honda AccordHonda Accord
Toyota Sienna Mini VanToyota Sienna Mini Van
Cadillac STSCadillac STS
Lexus LS 430Lexus LS 430
Source: D. Kiley, “Sexy or Sensible?” Business Week, January 16, 2006, p. 60-61. 1-4
Consumer Behavior In The News…Consumer Behavior In The News…
Segmenting the Automobile MarketSegmenting the Automobile Market
J.D. Powers Examined Car-Buyer Segments.J.D. Powers Examined Car-Buyer Segments.
Can You Predict the Market for Each Brand?Can You Predict the Market for Each Brand?
Honda Civic – Honda Civic – “teenage terror”“teenage terror”
Honda Accord – Honda Accord – “recent MBA grad”“recent MBA grad”
Toyota Sienna Mini Van – Toyota Sienna Mini Van – “suburban mom”“suburban mom”
Cadillac STS – Cadillac STS – “mid-career executive”“mid-career executive”
Lexus LS 430 – Lexus LS 430 – “titan of industry”“titan of industry”
Source: D. Kiley, “Sexy or Sensible?” Business Week, January 16, 2006, p. 60-61. 1-5
Consumer Behavior and Marketing Consumer Behavior and Marketing StrategyStrategy
Consumer behavior Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.
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Applications of Consumer BehaviorApplications of Consumer Behavior
1.1. Marketing StrategyMarketing Strategy
2.2. Regulatory PolicyRegulatory Policy
3.3. Social MarketingSocial Marketing
4.4. Informed IndividualsInformed Individuals
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Applications of Consumer BehaviorApplications of Consumer Behavior
United Way Campaign United Way Campaign Provides an Example of Provides an Example of Social MarketingSocial Marketing
Courtesy United Way of Metropolitan Chicago
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Marketing Strategy and Consumer BehaviorMarketing Strategy and Consumer Behavior
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Market Analysis ComponentsMarket Analysis Components
1.1. The ConsumersThe Consumers
2.2. The CompanyThe Company
3.3. The CompetitorsThe Competitors
4.4. The ConditionsThe Conditions
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Market Segmentation
Market segmentationMarket segmentation is a portion of a larger market whose needs differ from the larger market.
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Market SegmentationMarket 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
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Market SegmentationMarket Segmentation
Market Segment Attractiveness WorksheetMarket Segment Attractiveness Worksheet
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Marketing StrategyMarketing Strategy
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 mixmarketing mix, which includes the
1.1. ProductProduct
2.2. PricePrice
3.3. CommunicationsCommunications
4.4. DistributionDistribution, and
5.5. ServicesServices
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Video Application
The following Video Clip demonstrates The following Video Clip demonstrates how Staples uses the marketing mix to how Staples uses the marketing mix to create and deliver its brand promise.create and deliver its brand promise.
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NOTE:
Slides with video clips will
be available on the full version
located on the Instructor’s CD-ROM.
Consumer DecisionsConsumer Decisions
The consumer decision process intervenes between the marketing strategymarketing strategy, as implemented in the marketing mixmarketing mix, and the outcomesoutcomes.
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.
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OutcomesOutcomes
1.1. Firm OutcomesFirm Outcomes
2.2. Individual OutcomesIndividual Outcomes
3.3. Society OutcomesSociety Outcomes
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OutcomesOutcomes
Creating Satisfied CustomersCreating Satisfied Customers
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The Nature of Consumer BehaviorThe Nature of Consumer Behavior
Overall Conceptual Model of Consumer BehaviorOverall Conceptual Model of Consumer Behavior
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The Nature of Consumer Behavior
External InfluencesExternal Influences
The following are the major external influences:
• Culture
• Demographics and social stratification
• Ethnic, religious, and regional subcultures
• Families and households
• Groups
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The Nature of Consumer Behavior
Internal InfluencesInternal Influences
Internal influences include:
• Perception
• Learning
• Memory
• Motives
• Personality
•Emotions
•Attitudes
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The Nature of Consumer Behavior
Self-Concept and LifestyleSelf-Concept and Lifestyle
Self-conceptSelf-concept is the totality of an individual’s thoughts and feelings about oneself.
LifestyleLifestyle is how one lives, including the products one buys, how one uses them, what one thinks about them, and how one feels about them.
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The Nature of Consumer Behavior
Situations and Consumer DecisionsSituations and Consumer Decisions
Consumer decisionsConsumer decisions result from perceived problems and opportunities.
Consumer problems arise in specific situations and the nature of the situation influences the resulting consumer behavior.consumer behavior.
Using Outdoor Media to Trigger Problem RecognitionUsing Outdoor Media to Trigger Problem Recognition
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