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Capítulo 3 Clow y Baack
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Capítulo 3 Clow y Baack

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Del libro Publicidad, promoción y comunicación integral en marketing. de los autores Clow y Baack. Estas presentaciónes normalmente son de apoyo para el profesor, pero las comparto por si no las han …

Del libro Publicidad, promoción y comunicación integral en marketing. de los autores Clow y Baack. Estas presentaciónes normalmente son de apoyo para el profesor, pero las comparto por si no las han logrado obtener. El libro es genial.

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  • 1. 3 Chapter ThreeBuyer Behaviors Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-1
  • 2. Apple iPhone3 • July 2007 introduction - $600 • Initial problem with AT&T phone activation • Sales soared • After 3 months – priced reduced to $200 • Despite problems – Why did the iPhone succeed? Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-2
  • 3. Apple iPhone3 New Product Introductions • Innovators • Early adopters • Early majority • Late majority • Laggards or nonadopters Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-3
  • 4. Buying Behaviors 3 • Chapter Overview Consumer purchase process • Consumer buying environment • Recent trends in consumer behavior • Business buying center • B-to-B purchasing processDiscussion Slide Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-4
  • 5. FIGURE 3.1Consumer Decision-Making Process Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-5
  • 6. Information Search Internal search External search Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-6
  • 7. External SearchAbility to searchMotivation Level of involvement Need for cognition Shopping enthusiasmPerceived cost versus benefit Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-7
  • 8. Consumer Attitude Affective Cognitive Conative Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-8
  • 9. Attitude Sequence Cognitive  Affective  Conative Affective  Conative  Cognitive Conative  Cognitive  Affective Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-9
  • 10. What emotion doesthis Pamper Wipesadvertisementsolicit?Which attitudesequence would bethe most likely forthis product? “Some things can be rough.” “Her wipe shouldn’t be one of them.” Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-10
  • 11. FIGURE 3.3Personal Values • Comfortable life • Pleasure • Equality • Salvation • Excitement • Security • Freedom • Self-fulfillment • Fun, exciting life • Self-respect • Happiness • Sense of belonging • Inner peace • Social acceptance • Mature love • Wisdom • Personal accomplishment Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-11
  • 12. Which personalvalues does thisSkeeter ad target? Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-12
  • 13. FIGURE 3.4Cognitive map for Ruby Tuesday Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-13
  • 14. Processing of New Information Cognitive map Reinforce a current linkage. Modify a current linkage. Create a new linkage. Click picture to play video. What linkage is Miracle Whip attempting to create or reinforce with this TV advertisement? Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-14
  • 15. Principles Concerning Processing of Information and Cognitive Mapping• Cognitive mapping enhances movement of messages from short-term memory to long-term memory.• Most persuasive messages reinforce current linkages.• Repetition is necessary to establish new linkages.• Difficult to modify or create new linkages. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-15
  • 16. FIGURE 3.6 Methods of Evaluating Alternatives Evoked set Problem Problem Information Evaluation ofRecognitionRecognition Search Multiattribute Alternatives Affect referral Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-16
  • 17. The Evoked Set Method• Inept set• Inert set• Evoked set Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-17
  • 18. How important is it for each of thefollowing brands to be a part of aconsumer’s evoked set? Advil (pain medicine) Head & Shoulders (shampoo) Black & Decker (power tools) C & H (sugar) Smith & Kline (attorneys) Hall’s (cough drops) Blockbuster (video rentals) Dr. Nelson (neurosurgeon) Pearle Vision (optical) Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-18
  • 19. The Multiattribute ApproachHigh-Involvement Products• Brand’s performance for each attribute.• Importance of each attribute. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-19
  • 20. Affect Referral • Saves mental energy. • Multiattribute approach may have been used previously. • Consumers often develop emotional bonds with brands.Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-20
  • 21. FIGURE 3.7Trends Affecting Consumer Buyer Behavior • Age complexity • Gender complexity • Individualism • Active, busy lifestyles • Cocooning • Pleasure pursuits • Health emphasis Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-21
  • 22. Business-to-Business Buyer Behavior Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-22
  • 23. FIGURE 3.9The Buying Center Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-23
  • 24. FIGURE 3 . 10Individual Factors Affecting the Behaviors ofBuying Center Members Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-24
  • 25. Types of Business-to-Business Sales• Straight rebuy• Modified rebuy• New task Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-25
  • 26. FIGURE 3 . 11Reasons for Modified Rebuy  Dissatisfaction with current vendor.  A different vendor makes an attractive offer  End of contract with current vendor.  Individuals have no or little experience. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-26
  • 27. Consumer Buying Process B-to-B Buying Process Problem Identification Recognition Of Needs Establish Specifications Information Search Identify Vendors Evaluation Of Evaluate Vendors Alternatives Select Vendor Purchase Decision Purchase Negotiations Postpurchase EvaluationF I G UI RUE E 3.12 F G R 3 . 11 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-27
  • 28. Dual Channel Marketing• Consumer and B-to-B markets• Spin-off market• Image concerns• Dual strategy • Different communication messages • Create different brands • Use multiple or different channels• Single strategy • Integrate communication message • Sell same brand in both markets • Scan both markets for dual opportunities Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-28

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