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    Chapter 1

    Consumer Behavior:

    Its Origins and

    Strategic Applications

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    Consumer Behavior

    The behavior that consumers display in

    searching for, purchasing, using,

    evaluating, and disposing of products

    and services that they epect !ill satisfy

    their needs"

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    #ersonal Consumer

    The individual !ho buys goods and

    services for his or her o!n use, for

    household use, for the use of a family

    member, or for a friend"

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    Organi$ational Consumer

    A business, government agency, or other

    institution %profit or nonprofit& that buys

    the goods, services, and'or e(uipment

    necessary for the organi$ation to

    function"

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    Development of the Marketing

    ConceptProduction

    Concept

    Selling Concept

    Product Concept

    Marketing

    Concept

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    The #roduction Concept

    Assumes that consumers are

    interested primarily in product

    availability at lo! prices

    )ar*eting ob+ectives:

    Cheap, efficient production

    Intensive distribution

    )ar*et epansion

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    The #roduct Concept

    Assumes that consumers !ill buy the

    product that offers them the highest

    (uality, the best performance, and the

    most features

    )ar*eting ob+ectives:

    uality improvement

    Addition of features

    Tendency to!ard )ar*eting )yopia

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    The Selling Concept

    Assumes that consumers are unli*ely

    to buy a product unless they are

    aggressively persuaded to do so

    )ar*eting ob+ectives:

    Sell, sell, sell

    -ac* of concern for customer needs

    and satisfaction

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    The )ar*eting Concept

    Assumes that to be successful, a

    company must determine the needs

    and !ants of specific target mar*ets

    and deliver the desired satisfactions

    better than the competition

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    The )ar*eting Concept

    Consumer

    .esearch

    Segmentation

    Targeting

    #ositioning

    #rocess of dividing

    the mar*et into

    subsets of

    consumers !ith

    common needs orcharacteristics

    Implementing the

    Marketing Concept

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    The )ar*eting Concept

    Consumer

    .esearch

    Segmentation

    Targeting

    #ositioning

    The selection of one

    or more of the

    segments to pursue

    Implementing the

    Marketing Concept

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    The )ar*eting Concept

    Consumer

    .esearch

    Segmentation

    Targeting

    #ositioning

    /eveloping a distinct image

    for the product in the mind

    of the consumer

    Successful positioning

    includes:

    Communicating the

    benefits of the product

    Communicating a uni(ue

    selling proposition

    Implementing the

    Marketing Concept

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    The )ar*eting )i

    #roduct

    #rice

    #lace #romotion

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    Successful .elationships

    Customer

    0alue

    Customer

    Satisfaction

    Customer.etention

    /efined as the ratio bet!een

    the customers perceivedbenefits and the resources

    used to obtain those

    benefits

    #erceived value is relativeand sub+ective

    /eveloping a value

    proposition is critical

    Value, Satisfaction,

    and Retention

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    Successful .elationships

    Customer

    0alue

    Customer

    Satisfaction

    Customer.etention

    The individual2s perception of

    the performance of the productor service in relation to his or

    her epectations"

    Customers identified based on

    loyalty include loyalists,apostles, defectors, terrorists,

    hostages, and mercenaries

    Value, Satisfaction,

    and Retention

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    Successful .elationships

    Customer0alue

    CustomerSatisfaction

    Customer.etention

    The ob+ective of providing value

    is to retain highly satisfiedcustomers"

    -oyal customers are *ey

    They buy more products

    They are less price sensitive They pay less attention to

    competitors advertising

    Servicing them is cheaper

    They spread positive !ord ofmouth

    Value, Satisfaction,

    and Retention

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    Customer #rofitability34ocused

    )ar*eting

    Trac*s costs and revenues of

    individual consumers

    Categori$es them into tiers based on

    consumption behavior

    A customer pyramid groups customers

    into four tiers

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    C"#tomer $rofita%ilit&-'oc"#e(

    Marketing

    Tier 1: Platinum

    Tier 2: Gold

    Tier 3: Iron

    Tier 4: Lead

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    Traditional )ar*eting Concept 0s" 0alue

    and .etention 4ocused )ar*eting

    Traditional )ar*etingConcept

    0alue and .etention4ocused )ar*eting

    )a*e only !hat you can sell instead

    of trying to sell !hat you ma*e

    5se technology that enables

    customers to customi$e !hat

    you ma*e

    /o not focus on the product6 focus on

    the need that it satisfies

    4ocus on the products

    perceived value, as !ell as the

    need that it satisfies

    )ar*et products and services thatmatch customers needs better than

    competitors offerings

    5tili$e an understanding ofcustomer needs to develop

    offerings that customersperceive as more valuable than

    competitors offerings

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    Impact of /igital Technologies

    Consumers have more po!er and access to

    information

    )ar*eters can gather more information about

    consumers The echange bet!een mar*eter and

    customers is interactive and instantaneous

    and goes beyond the #C"

    )ar*eters must offer more products and

    services

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    Societal )ar*eting Concept

    )ar*eters adhere to principles of social

    responsibility in the mar*eting of their

    goods and services6 that is, they must

    endeavor to satisfy the needs and!ants of their target mar*ets in !ays

    that preserve and enhance the !ell3

    being of consumers and society as a!hole"

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    A Simplified )odel of Consumer

    /ecision )a*ing