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CHAPTER ONE
Consumer Behavior
and Marketing Strategy
Consumer Behavior
and Marketing StrategyMcGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. ll rights reser
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g gy
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CHAPTER 1
What is Consumer Behavior?
The study o individua!s" grou#s" ororgani$ations and the #ro%esses they use
to se!e%t" se%ure" use" and dis#ose o
#rodu%ts" servi%es" eerien%es" or ideasto satisy needs and the im#a%ts that
these #ro%esses have on the %onsumer
and so%iety'
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CHAPTER 1
Why study %onsumer (ehavior?
) Consumer (ehavior theory #rovides themanager *ith the #ro#er +uestions to ask
) Marketing #ra%ti%e designed to in!uen%e%onsumer (ehavior in!uen%es the irm"the individua!" and so%iety
) A!! marketing de%isions and regu!ations
are (ased on assum#tions a(out%onsumer (ehavior
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CHAPTER 1
A##!i%ations o Consumer Behavior
) Marketing Strategy) Regu!atory Po!i%y
) So%ia! Marketing
) ,normed ,ndividua!s
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CHAPTER 1
Marketing Strategy - Consumer Behavior
) Creating Customer .a!ue/
The dieren%e (et*een a!! the (eneits
derived rom a tota! #rodu%t and a!! the
%osts o a%+uiring those (eneits'
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CHAPTER 1
Marketing Strategy - Consumer Behavior
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Consumer ,nsight 010
) What servi%es %ou!d (e%ome eerien%e1
#rovoking events? Ho* *ou!d they do this?) Ho* %an retai!ers" in%!uding ,nternet out!ets"
#rovide their %ustomers eerien%es?
) What *ou!d a store !ike Niketo*n 2or a !o%a!sho##ing ma!! in your area3 have to do to %har
ge admission or %ustomers to enter?
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Market Ana!ysis Com#onents
) The Consumers
) The Com#any
) The Com#etitors) The Conditions
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Market Segmentation
) Market Segment/ a #ortion o a !arger
market *hose needs dier some*hatrom the !arger market'
) 4our ste#s to segmentation/
) ,dentiy #rodu%t1re!ated need sets) 5rou# %ustomers *ith simi!ar need sets
) 6es%ri(e ea%h grou#
) Se!e%t an attra%tive segment2s3 to serve
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CHAPTER 1
Market Segment Attra%tiveness
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Marketing Strategy
) Ho* *i!! *e #rovide su#erior %ustomer
va!ue to our target market?) Marketing Mi&
) The Produ%t
) Communi%ations
) Pri%e
) 6istri(ution
) Servi%e
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Out%omes
) 4irm/
) Produ%t #ositioning) Sa!es
) Customer Satisa%tion
) ,ndividua!/) Need Satisa%tion) ,n7urious Consum#tion
) So%iety/) E%onomi%
) Physi%a! Environment
) So%ia! We!are
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Creating Satisied Customers
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Overa!! Mode! O Consumer Behavior
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Consumer ,nsight 018
) What does the %onsum#tion o a #rodu%t
!ike Nikes mean to Andre?) What does this story say a(out our
so%iety and the im#a%t and ro!e o marke
ting?