Chan, oliver kotler chapter 6

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Chan, oliver kotler chapter 6

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

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