basic marketing – chapter 06 supplementary powerpoint archive this is an archive of photos and...
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Basic Marketing – Chapter 06Supplementary PowerPoint Archive
This is an archive of photos and exhibits from the text and additional graphics and exhibits as referenced in the Basic Marketing Multimedia Lecture Guides.
See the Basic Marketing Multimedia Lecture Support Package for additional detail and teaching suggestions.
For use only with Perreault/Cannon/McCarthy. These images may not be redistributed or used for any other purpose without permission of the publisher, McGraw-Hill/Irwin, The McGraw-Hill Companies, Inc.
McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
iPod opening photo6-2
Exhibit 6-1: Consumer Behavior for Marketing Strategy Planning
6-3
Exhibit 6-2: Model of Influences on Consumer Behavior
6-4
Geico and Healthy Choice ads
6-5
Exhibit 6-3: Possible Needs Motivating a Person to Some Action
6-6
Exhibit 6-4: The PSSP Hierarchy of Needs6-7
Volvo ad6-8
Harley-Davidson ad
6-9
Exhibit 6-5: The Learning Process6-10
Apple Beer ad
6-11
Beef ad
6-12
Cartridge World ad
6-13
Exhibit 6-6: Lifestyle Dimensions (and some related demographic dimensions)
6-14
Betty Crocker Pour &
Frost ad
6-15
Burger King photo6-16
Jockey underwear
ad
6-17
Kaboodle.com website6-18
Amazon.com website6-19
Expedia.com ad
6-20
Cross Pen ad
6-21
Exhibit 6-7: An Expanded Model of Consumer Behavior
6-22
Exhibit 6-8: Consumer Problem Solving6-23
Exhibit 6-9: Problem-Solving Continuum6-24
Minute Maid Pomegranate Blueberry
Juice ad
6-25
McDonald’s (in Saudi Arabia) photos6-26
iPod photo 6-27
Examples of Economic Needs
Economy of purchase or use
Convenience
Efficiency in operation or use
Dependability in use
Improvement in earnings
6-28
Simplified Buyer Behavior Model6-29
Psychological (intra-personal) Variables
Motivation
Perception
Learning
Attitudes and beliefs
Personality
Lifestyle (psychographics)
6-30
ThermaCare and
Diamond ads
6-31
Red Gold Tomatoes billboard 6-32
Wrigley Cool Green Apple gum ad
6-33
Harley-Davidson
ad
6-34
Social (intra-personal) Influences on Consumers
Family
Reference groups
Social class
Culture and subculture
6-35
Characteristics and Relative Size of Different Social Class Groups in the United States
Relative size Group Some (abbreviated) characteristics
Upper-class
Upper-middleclass
Lower-middleclass*
Upper-lower(working) class*
Lower-lowerclass
1.5%
12.5%
32%
38%
16%
People from old wealthy families and socially prominent new rich...
Small business people, teachers, office workers, technicians--the typical white collar workers...
The blue collar workers--factory workers, skilled laborers, and service people…most earn good incomes...
Unskilled laborers and people in very low status occupations
* America’s mass market
Successful professionals and managers, community minded and ambitious for their children…
6-36
Characteristics and Attitudes of Middle and Lower Classes
Middle classes
Plan and save for the future
Analyze alternatives
Understand how the world works
Feel they have opportunities
Willing to take risks
Confident about decision making
Want long-run quality or value
Lower classes Live for the present Feel what is best Have simplistic ideas
about how things work Feel controlled by the
world Play it safe Want help with decision
making Want short-run
satisfaction
6-37
Crest kid set 6-38
Epinions.com website6-39
Columbia Sportswear ad
6-40
Relation of Decision-Making Process, Adoption Process, and Learning (given a problem)
6-41
Social Influences
Affect Consumer
Behavior
6-42
Limited or Extensive Problem Solving?
Try Triaminic – the widest range of symptom-specific children’s cold formulas. So you can choose exactly the medicine your child needs, with no side effects from unnecessary ingredients.
6-43
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