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Consumer & Organizational Behavior Lecture Presentation-
Consumer & Organizational Behavior Lecture Presentation-
Consumer & Organizational Behavior Lecture Presentation-
Consumer & Organizational Behavior Lecture Presentation-
Consumer & Organizational Behavior Lecture Presentation-
Consumer & Organizational Behavior Lecture Presentation-
Consumer & Organizational Behavior Lecture Presentation-
Consumer & Organizational Behavior Lecture Presentation-
Consumer & Organizational Behavior Lecture Presentation-
Consumer & Organizational Behavior Lecture Presentation-
Consumer & Organizational Behavior Lecture Presentation-
Consumer & Organizational Behavior Lecture Presentation-
Consumer & Organizational Behavior Lecture Presentation-
Consumer & Organizational Behavior Lecture Presentation-
Consumer & Organizational Behavior Lecture Presentation-
Consumer & Organizational Behavior Lecture Presentation-
Consumer & Organizational Behavior Lecture Presentation-
Consumer & Organizational Behavior Lecture Presentation-
Consumer & Organizational Behavior Lecture Presentation-
Consumer & Organizational Behavior Lecture Presentation-
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Consumer & Organizational Behavior Lecture Presentation-

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Consumer & Organizational behavior (Chapters 6 & 7) for the HT-344 Hospitality and Tourism Marketing and Sales course at the University of Wisconsin-Stout. To learn more the course and higher-level …

Consumer & Organizational behavior (Chapters 6 & 7) for the HT-344 Hospitality and Tourism Marketing and Sales course at the University of Wisconsin-Stout. To learn more the course and higher-level insights into marketing strategies, visit ProfessorBrey.com.

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  • Something specific to understanding social media
  • Something specific to understanding social media
  • Transcript

    • 1. U n i v e r s i t y o f W i s c o n s i n - S t o u t 1 /user/TheProfessorBrey /in/professorbrey /Professorbrey @professorbreyCONSUMER & ORGANIZATIONALBUYING BEHAVIOR Consumer & Organizational Buying H T -e3h a v Ho rs p i t a l i t y a n d T o u r i s m M a r k e t i n g B 44 i o a n d S a l e s
    • 2. U n i v e r s i t y o f W i s c o n s i n - S t o u t 2 Consumer & Organizational Buying H T -e3h a v Ho rs p i t a l i t y a n d T o u r i s m M a r k e t i n g B 44 i o a n d S a l e s
    • 3. U n i v e r s i t y o f W i s c o n s i n - S t o u t 3• Cultural Factors – Culture, subculture, social class• Social Factors – Reference, family, role/status, SoMe• Personal Factors – Age-cycle, occupation, economic, lifestyle, personality Key Chapter Concepts6 Consumer & Organizational Buying H T -e3h a v Ho rs p i t a l i t y a n d T o u r i s m M a r k e t i n g B 44 i o a n d S a l e s
    • 4. U n i v e r s i t y o f W i s c o n s i n - S t o u t 4• Psychological – Motivation, perception, learning, beliefs• Buying decision process – Problem recognition, information search, evaluation, purchase, post- purchase behavior Key Chapter Concepts6 Consumer & Organizational Buying H T -e3h a v Ho rs p i t a l i t y a n d T o u r i s m M a r k e t i n g B 44 i o a n d S a l e s
    • 5. U n i v e r s i t y o f W i s c o n s i n - S t o u t 5• Organizational buying – Users, influencers, deciders, approv ers, buyers and gatekeepers• Organization internal influencers – Environment, organization, interper sonal, individual Key Chapter Concepts7 Consumer & Organizational Buying H T -e3h a v Ho rs p i t a l i t y a n d T o u r i s m M a r k e t i n g B 44 i o a n d S a l e s
    • 6. U n i v e r s i t y o f W i s c o n s i n - S t o u t 6• Buying process – Problem recognition, general need description, product specification, supplier search, proposal solicitation, supplier selection, order specs, and performance review• Group Business Markets – Convention, meetings (association, corporate), small group, incentive, and SMERF Key Chapter Concepts7 Consumer & Organizational Buying H T -e3h a v Ho rs p i t a l i t y a n d T o u r i s m M a r k e t i n g B 44 i o a n d S a l e s
    • 7. U n i v e r s i t y o f W i s c o n s i n - S t o u t 7 Consumer & Organizational Buying H T -e3h a v Ho rs p i t a l i t y a n d T o u r i s m M a r k e t i n g B 44 i o a n d S a l e s
    • 8. U n i v e r s i t y o f W i s c o n s i n - S t o u t 8• There are more than 1.5 billion users – This is not a trend that is going away, no matter what senior executives say and we are on the front line in hospitality – You don’t need an app in hospitality, just a mobile sight and interesting content Direct Applications Consumer & Organizational Buying H T -e3h a v Ho rs p i t a l i t y a n d T o u r i s m M a r k e t i n g B 44 i o a n d S a l e s
    • 9. U n i v e r s i t y o f W i s c o n s i n - S t o u t 9• Smartphones are boosting social media use – There is only one term that will matter in the future – SoLoMo – Engage consumers when they are close to your restaurant and when your message makes sense Direct Applications Consumer & Organizational Buying H T -e3h a v Ho rs p i t a l i t y a n d T o u r i s m M a r k e t i n g B 44 i o a n d S a l e s
    • 10. U n i v e r s i t y o f W i s c o n s i n - S t o u t 10• Most internauts use more than two social networks – Social media is a multi-faceted approach to engagement but people will get burned out – Restaurants will need to change with the times, I mean, seriously, who has a Myspace page anymore Direct Applications Consumer & Organizational Buying H T -e3h a v Ho rs p i t a l i t y a n d T o u r i s m M a r k e t i n g B 44 i o a n d S a l e s
    • 11. U n i v e r s i t y o f W i s c o n s i n - S t o u t 11• Klout is a niche – There are only so many people who actually care about how influential they are, and they might not matter – If you run a popular restaurant you better have popular people stumping for you Direct Applications Consumer & Organizational Buying H T -e3h a v Ho rs p i t a l i t y a n d T o u r i s m M a r k e t i n g B 44 i o a n d S a l e s
    • 12. U n i v e r s i t y o f W i s c o n s i n - S t o u t 12• Half of consumers connect with at least one brand – That means there is a fragile opportunity to engage – Hospitality is the brand of opportunity because we sell fun, relaxation, beauty, sexy and excitement Direct Applications Consumer & Organizational Buying H T -e3h a v Ho rs p i t a l i t y a n d T o u r i s m M a r k e t i n g B 44 i o a n d S a l e s
    • 13. U n i v e r s i t y o f W i s c o n s i n - S t o u t 13• ~50% occasionally post brand content – But the other half have no interest in what you are doing or who you are – Success is not in how many people are fans of your golf course, its how engaged they are with you Direct Applications Consumer & Organizational Buying H T -e3h a v Ho rs p i t a l i t y a n d T o u r i s m M a r k e t i n g B 44 i o a n d S a l e s
    • 14. U n i v e r s i t y o f W i s c o n s i n - S t o u t 14• People don’t really trust brand fans – Just because you like something makes you ‘shifty’ when it comes to your judgment – But they can be conduits for information and trending information on how to adopt your business Direct Applications Consumer & Organizational Buying H T -e3h a v Ho rs p i t a l i t y a n d T o u r i s m M a r k e t i n g B 44 i o a n d S a l e s
    • 15. U n i v e r s i t y o f W i s c o n s i n - S t o u t 15• 80% are open to co-creation – People want to be listened to and heard, so engage them and get them working – Ask people what they want to drink, what they want to eat, and what they want to do and then surprise them Direct Applications Consumer & Organizational Buying H T -e3h a v Ho rs p i t a l i t y a n d T o u r i s m M a r k e t i n g B 44 i o a n d S a l e s
    • 16. U n i v e r s i t y o f W i s c o n s i n - S t o u t 16 Consumer Behavior• What can we can learn from spaghetti?• Men really are from Mars and women really are from Venus – so what does that mean? Consumer & Organizational Buying H T -e3h a v Ho rs p i t a l i t y a n d T o u r i s m M a r k e t i n g B 44 i o a n d S a l e s
    • 17. U n i v e r s i t y o f W i s c o n s i n - S t o u t 17• Search for VALS using the power of Google®• Each student take the exam, identify the group(s) you belong in• Read through you and your teams’ descriptions• How would you label the following resort caption? Strategic Business Insights Consumer & Organizational Buying H T -e3h a v Ho rs p i t a l i t y a n d T o u r i s m M a r k e t i n g B 44 i o a n d S a l e s
    • 18. U n i v e r s i t y o f W i s c o n s i n - S t o u t 18Make Me Interested Consumer & Organizational Buying H T -e3h a v Ho rs p i t a l i t y a n d T o u r i s m M a r k e t i n g B 44 i o a n d S a l e s
    • 19. U n i v e r s i t y o f W i s c o n s i n - S t o u t 19 NEXT WEEK• Read Chapter 8 in preparation for class• Upload your presentations to slideshare by Wednesday, October 3rd• Send your presentation to Professor Brey by Noon on October 3rd Next week trends presentations begin. Come to class prepared to present as we start rocking the trends at beginning of class! Consumer & Organizational Buying H T -e3h a v Ho rs p i t a l i t y a n d T o u r i s m M a r k e t i n g B 44 i o a n d S a l e s
    • 20. U n i v e r s i t y o f W i s c o n s i n - S t o u t 20@professorbrey /Professorbrey /in/professorbrey /user/TheProfessorBrey Consumer & Organizational Buying H T -e3h a v Ho rs p i t a l i t y a n d T o u r i s m M a r k e t i n g B 44 i o a n d S a l e s

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