Cb lec 2
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    Cb lec 2 Cb lec 2 Presentation Transcript

    • CB-lecture 2 Objectives:
    • Learning Objectives
      • Know that actual marketing managers, as well as those who regulate marketing activities, can and do use consumer behavior concepts.
      • Understand the nature of customer value, the importance of providing superior customer value, and the role that a knowledge of consumer behavior plays in strategies to create customer value.
      • Understand the overall relationship between marketing strategy and consumer behavior.
      • Understand that consumers can be viewed as problem solvers and decision-makers seeking to maintain or enhance their lifestyles.
      • Understand that a knowledge of consumer behavior provides managers with a set of appropriate questions and a guideline to action, not a blueprint or prescription for success.
    • What is Consumer Behavior?
      • The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.
    • Why study consumer behavior?
      • Consumer behavior theory provides the manager with the proper questions to ask
      • Marketing practice designed to influence consumer behavior influences the firm, the individual, and society
      • All marketing decisions and regulations are based on assumptions about consumer behavior
    • Applications of Consumer Behavior
      • Marketing Strategy
        • To satisfy target consumer needs
      • Regulatory Policy
        • To protect consumers
      • Social Marketing
        • To help consumers
      • Informed Individuals
        • To better understand how societies function
    • Orientations in the Study of Consumer Behavior
      • Anthropology
      • Economics
      • History and geography
      • Psychology
      • Sociology
    • Anthropology
      • The study of people within and across cultures
      • Emphasis on cross-cultural differences
      • Questioning of assumptions within own culture
    • Psychology
      • Study of human thinking and behavior
      • Some issues
        • Personality
        • Personal development
        • Cognition (thinking), perception
        • Attention and its limitations
        • “ Learning”—e.g., acquired tastes
    • Sociology
      • Cultural and interpersonal influences on consumption—e.g.,
        • Fads, fashions
        • Diffusion of innovation
        • Popular culture
    • Economics
      • Basic economic issues
        • Supply and demand
        • Rational decision making
        • Perfect information
      • Emphasis on predicting behavior
      • Complications in real life
      • Behavioral economics—e.g ., “mental accounting”
    • History and Geography
      • Origins of behavior, perspectives, and traditions
      • Impact of geography on individuals
        • Isolation
        • Language development
        • Climate
      • Geographic determinism
    • Marketing Strategy and Consumer Behavior MARKET ANALYSIS MARKETING STRATEGY MARKET SEGMENTATION CONSUMER DECISION PROCESSES OUTCOMES
    • Market Analysis Components
      • The Consumers
      • The Company
      • The Competitors
      • The Conditions
    • Market Segment Attractiveness
    • Market Segmentation
      • Market Segment: a portion of a larger market whose needs differ somewhat from the larger market.
      • Four steps to segmentation :
        • Identify product-related need sets
        • Group customers with similar need sets
        • Describe each group
        • Select an attractive segment(s) to serve
    • Marketing Strategy
      • How will we provide superior customer value to our target market?
      • Marketing Mix
        • The Product
        • Communications
        • Price
        • Distribution
        • Service
    • Outcomes
      • Firm:
        • Product positioning
        • Sales
        • Customer Satisfaction
      • Individual:
        • Need Satisfaction
        • Injurious Consumption
      • Society:
        • Economic
        • Physical Environment
        • Social Welfare
    • Marketing Strategy & Consumer Behavior
    • Creating Satisfied Customers
    • Overall Model Of Consumer Behavior