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    Chan, oliver kotler chapter 6 Chan, oliver kotler chapter 6 Presentation Transcript

    • ANALYZING CONSUMER MARKETS Oliver S. Chan Ateneo School of Medicine & Public Health Top 10 Concepts
    • OUTLINE: UNDERSTANDING CONSUMER MARKETS BY…
      • Cultural influences
      • Opinion leaders
      • Occupational and economic circumstances
      • Brand personality
      • Perception
    • OUTLINE: UNDERSTANDING CONSUMER MARKETS THROUGH…
      • Maslow’s theory
      • Herzberg’s theory
      • Learning theory
      • 5-stage model of consumer buying process
      • Decision making sets
    • CULTURE AFFECTS CONSUMER BEHAVIOR
      • American values: success and freedom
      • Philippines: patriarchal
      Concept 1
    • CULTURE AFFECTS CONSUMER BEHAVIOR
      • Filipino patients: family-oriented
      Concept 1
    • CONSUMERS ARE INFLUENCED BY THEIR OPINION LEADERS
      • African-American communities: Chrysler test drives at megachurch of Bishop Eddie L. Long
      • Philippines: Chiz Escudero endorses Binay
      Concept 2
    • CONSUMERS ARE INFLUENCED BY THEIR OPINION LEADERS
      • Prominent doctors advertise TMC
      Concept 2
    • PRODUCT CHOICE IS INFLUENCED BY OCCUPATIONAL AND ECONOMIC CIRCUMSTANCES
      • Working-class: work clothes
      • President: dress suits
      • Investors, entrepreneurs, business owners: Bloomberg
      Concept 3
      • Doctors: presentable and knowledgeable med reps
      PRODUCT CHOICE IS INFLUENCED BY OCCUPATIONAL AND ECONOMIC CIRCUMSTANCES Concept 3
    • CONSUMERS MATCH BRAND PERSONALITIES WITH THEIR OWN
      • Levi’s: ruggedness
      • CNN: competence
      • Bench: excitement, daring, cool
      Concept 4
    • CONSUMERS MATCH BRAND PERSONALITIES WITH THEIR OWN
      • TMC: sincerity and competence
      Concept 4
    • CONSUMERS BEHAVE BASED ON THEIR PERCEPTIONS
      • Fast-talking salesperson: either aggressive or intelligent
      • Noynoy’s 12 years in Senate
      Concept 5
    • CONSUMERS BEHAVE BASED ON THEIR PERCEPTIONS
      • Dr. House: rude/tough love
      Concept 5
    • CONSUMERS SATISFY NEEDS BASED ON MASLOW’S HIERARCHY
      • Starving man: food
      Concept 6
    • CONSUMERS SATISFY NEEDS BASED ON MASLOW’S HIERARCHY
      • Doctors: recognition program, awards, feature in newspaper
      Concept 6
    • CONSUMERS SATISFY NEEDS BASED ON HERZBERG’S THEORY
      • Computer: no warranty (dissatisfier) but ease of use (satisfier)
      • OPM CD: no bonus tracks (dissatisfier) but good music (satisfier)
      Concept 7
    • CONSUMERS SATISFY NEEDS BASED ON HERZBERG’S THEORY
      • Stethoscope: no free engraving (dissatisfier) but good acoustics (satisfier)
      Concept 7
    • CONSUMERS LEARN THROUGH CUES
      • Apple: iPod and iPhone
      • B-braun: Absorbable sutures, Syringe cannula
      Concept 8
    • CONSUMERS PASS THROUGH A 5 STEP PROCESS IN BUYING
      • Hong Kong vacation  Internet  Stanford hotel, Park lane hotel, City garden hotel  Book online  E-mail from hotel
      Concept 9 Problem recognition Information search Postpurchase behavior Evaluation of alternatives Purchase decision
    • CONSUMERS PASS THROUGH A 5 STEP PROCESS IN BUYING
      • Symptoms  Family and friends  3 Doctors  Choose 1 doctor  Follow-up
      Concept 9 Problem recognition Information search Postpurchase behavior Evaluation of alternatives Purchase decision
    • CONSUMERS DECIDE WITH SUCCESSIVE SETS
      • The Medical City
      • St. Luke’s
      • Cardinal Santos
      • UST
      • NKTI
      • PGH
      • Makati Medical Center
      • The Medical City
      • St. Luke’s
      • Cardinal Santos
      • UST
      • NKTI
      • The Medical City
      • St. Luke’s
      • Cardinal Santos
      • The Medical City
      • St. Luke’s
      • The Medical City
      Concept 10
    • SUMMARY: UNDERSTANDING CONSUMER MARKETS BY…
      • Cultural influences
      • Opinion leaders
      • Occupational and economic circumstances
      • Brand personality
      • Perception
    • SUMMARY: UNDERSTANDING CONSUMER MARKETS THROUGH…
      • Maslow’s theory
      • Herzberg’s theory
      • Learning theory
      • 5-stage model of consumer buying process
      • Decision making sets
    • CONCLUSION
      • Customers are very diverse and decide on multiple factors
      • Marketers should be sensitive to customer needs, wants, and demands
      • Correct analysis of the market mean loyal customers and repeat orders
    • ANALYZING CONSUMER MARKETS Oliver S. Chan Ateneo School of Medicine & Public Health Top 10 Concepts