Submit Search
Upload
Marketing 410 -Chapter 1
•
Download as PPTX, PDF
•
0 likes
•
437 views
Z
ZnoubAlQ
Follow
customer relationship and consumer behavior
Read less
Read more
Marketing
Report
Share
Report
Share
1 of 13
Download now
Recommended
Mkt3050 – consumer behavior week 6
Mkt3050 – consumer behavior week 6
jacksonl-northwood
Mkt3050 – consumer behavior week 7
Mkt3050 – consumer behavior week 7
jacksonl-northwood
Marketing 410 Presentation
Marketing 410 Presentation
brant1121
Marketing 410 chapter 2
Marketing 410 chapter 2
ZnoubAlQ
Marketing Management Chapter 2 Customer Behavior
Marketing Management Chapter 2 Customer Behavior
Dr. John V. Padua
A manufacturing company produces electrical insulators. if the ins.docx
A manufacturing company produces electrical insulators. if the ins.docx
evonnehoggarth79783
Mkt3050 – consumer behavior week 1
Mkt3050 – consumer behavior week 1
jacksonl-northwood
Marketing 410 -Chapter 3
Marketing 410 -Chapter 3
ZnoubAlQ
Recommended
Mkt3050 – consumer behavior week 6
Mkt3050 – consumer behavior week 6
jacksonl-northwood
Mkt3050 – consumer behavior week 7
Mkt3050 – consumer behavior week 7
jacksonl-northwood
Marketing 410 Presentation
Marketing 410 Presentation
brant1121
Marketing 410 chapter 2
Marketing 410 chapter 2
ZnoubAlQ
Marketing Management Chapter 2 Customer Behavior
Marketing Management Chapter 2 Customer Behavior
Dr. John V. Padua
A manufacturing company produces electrical insulators. if the ins.docx
A manufacturing company produces electrical insulators. if the ins.docx
evonnehoggarth79783
Mkt3050 – consumer behavior week 1
Mkt3050 – consumer behavior week 1
jacksonl-northwood
Marketing 410 -Chapter 3
Marketing 410 -Chapter 3
ZnoubAlQ
Mkt3050 – consumer behavior week 1 march 18, 2013
Mkt3050 – consumer behavior week 1 march 18, 2013
jacksonl-northwood
Mc g h g&l chap006
Mc g h g&l chap006
kpatric
Consumer Attitude Formation and Changes 1784
Consumer Attitude Formation and Changes 1784
Zubair Bhatti
© 2017 Cengage Learning. All Rights Reserved. May not be scann.docx
© 2017 Cengage Learning. All Rights Reserved. May not be scann.docx
susanschei
Chapter 09
Chapter 09
Anoop Mishra
BRM 9e PPT Ch 01_Pradeep (3).pptx
BRM 9e PPT Ch 01_Pradeep (3).pptx
ShivangiSinha48
Chapter 02 lecture on ethics and social responsibility
Chapter 02 lecture on ethics and social responsibility
Nur Khalida
Consumer behaviour implications for Marketing strategy 7th Edition Quester So...
Consumer behaviour implications for Marketing strategy 7th Edition Quester So...
hirokilut
MBA 635 Chapter 1
MBA 635 Chapter 1
BHUOnlineDepartment
Micro ch01-ten principles of economics 6e(2012)
Micro ch01-ten principles of economics 6e(2012)
YusufMuhammad76
Chapter4
Chapter4
fletchercj
Barker1e ch01 Geoff Hunt Silverdale
Barker1e ch01 Geoff Hunt Silverdale
Geoff Hunt Silverdale
CHAPTER 1.ppt
CHAPTER 1.ppt
AzharMustafa3
Marketing Management Chapter 3 Segmentation
Marketing Management Chapter 3 Segmentation
Dr. John V. Padua
Advertising Messages and Marketing Communication© 2013.docx
Advertising Messages and Marketing Communication© 2013.docx
nettletondevon
ch01.pptx
ch01.pptx
sesilya2
4Managing Ethical and Social Responsibility Challenges in Mult.docx
4Managing Ethical and Social Responsibility Challenges in Mult.docx
alinainglis
1.macro-ch01_____________________________.pptx
1.macro-ch01_____________________________.pptx
298aman
Ethics and Social Responsibility in Marketing Strategy 8C .docx
Ethics and Social Responsibility in Marketing Strategy 8C .docx
gitagrimston
Mi_Ch_1_Ten_Principles_of_Economics (1).ppt
Mi_Ch_1_Ten_Principles_of_Economics (1).ppt
sadiqfarhan2
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
Ahrefs
DIGITAL MARKETING STRATEGY_INFOGRAPHIC IMAGE.pdf
DIGITAL MARKETING STRATEGY_INFOGRAPHIC IMAGE.pdf
mayanksharma0441
More Related Content
Similar to Marketing 410 -Chapter 1
Mkt3050 – consumer behavior week 1 march 18, 2013
Mkt3050 – consumer behavior week 1 march 18, 2013
jacksonl-northwood
Mc g h g&l chap006
Mc g h g&l chap006
kpatric
Consumer Attitude Formation and Changes 1784
Consumer Attitude Formation and Changes 1784
Zubair Bhatti
© 2017 Cengage Learning. All Rights Reserved. May not be scann.docx
© 2017 Cengage Learning. All Rights Reserved. May not be scann.docx
susanschei
Chapter 09
Chapter 09
Anoop Mishra
BRM 9e PPT Ch 01_Pradeep (3).pptx
BRM 9e PPT Ch 01_Pradeep (3).pptx
ShivangiSinha48
Chapter 02 lecture on ethics and social responsibility
Chapter 02 lecture on ethics and social responsibility
Nur Khalida
Consumer behaviour implications for Marketing strategy 7th Edition Quester So...
Consumer behaviour implications for Marketing strategy 7th Edition Quester So...
hirokilut
MBA 635 Chapter 1
MBA 635 Chapter 1
BHUOnlineDepartment
Micro ch01-ten principles of economics 6e(2012)
Micro ch01-ten principles of economics 6e(2012)
YusufMuhammad76
Chapter4
Chapter4
fletchercj
Barker1e ch01 Geoff Hunt Silverdale
Barker1e ch01 Geoff Hunt Silverdale
Geoff Hunt Silverdale
CHAPTER 1.ppt
CHAPTER 1.ppt
AzharMustafa3
Marketing Management Chapter 3 Segmentation
Marketing Management Chapter 3 Segmentation
Dr. John V. Padua
Advertising Messages and Marketing Communication© 2013.docx
Advertising Messages and Marketing Communication© 2013.docx
nettletondevon
ch01.pptx
ch01.pptx
sesilya2
4Managing Ethical and Social Responsibility Challenges in Mult.docx
4Managing Ethical and Social Responsibility Challenges in Mult.docx
alinainglis
1.macro-ch01_____________________________.pptx
1.macro-ch01_____________________________.pptx
298aman
Ethics and Social Responsibility in Marketing Strategy 8C .docx
Ethics and Social Responsibility in Marketing Strategy 8C .docx
gitagrimston
Mi_Ch_1_Ten_Principles_of_Economics (1).ppt
Mi_Ch_1_Ten_Principles_of_Economics (1).ppt
sadiqfarhan2
Similar to Marketing 410 -Chapter 1
(20)
Mkt3050 – consumer behavior week 1 march 18, 2013
Mkt3050 – consumer behavior week 1 march 18, 2013
Mc g h g&l chap006
Mc g h g&l chap006
Consumer Attitude Formation and Changes 1784
Consumer Attitude Formation and Changes 1784
© 2017 Cengage Learning. All Rights Reserved. May not be scann.docx
© 2017 Cengage Learning. All Rights Reserved. May not be scann.docx
Chapter 09
Chapter 09
BRM 9e PPT Ch 01_Pradeep (3).pptx
BRM 9e PPT Ch 01_Pradeep (3).pptx
Chapter 02 lecture on ethics and social responsibility
Chapter 02 lecture on ethics and social responsibility
Consumer behaviour implications for Marketing strategy 7th Edition Quester So...
Consumer behaviour implications for Marketing strategy 7th Edition Quester So...
MBA 635 Chapter 1
MBA 635 Chapter 1
Micro ch01-ten principles of economics 6e(2012)
Micro ch01-ten principles of economics 6e(2012)
Chapter4
Chapter4
Barker1e ch01 Geoff Hunt Silverdale
Barker1e ch01 Geoff Hunt Silverdale
CHAPTER 1.ppt
CHAPTER 1.ppt
Marketing Management Chapter 3 Segmentation
Marketing Management Chapter 3 Segmentation
Advertising Messages and Marketing Communication© 2013.docx
Advertising Messages and Marketing Communication© 2013.docx
ch01.pptx
ch01.pptx
4Managing Ethical and Social Responsibility Challenges in Mult.docx
4Managing Ethical and Social Responsibility Challenges in Mult.docx
1.macro-ch01_____________________________.pptx
1.macro-ch01_____________________________.pptx
Ethics and Social Responsibility in Marketing Strategy 8C .docx
Ethics and Social Responsibility in Marketing Strategy 8C .docx
Mi_Ch_1_Ten_Principles_of_Economics (1).ppt
Mi_Ch_1_Ten_Principles_of_Economics (1).ppt
Recently uploaded
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
Ahrefs
DIGITAL MARKETING STRATEGY_INFOGRAPHIC IMAGE.pdf
DIGITAL MARKETING STRATEGY_INFOGRAPHIC IMAGE.pdf
mayanksharma0441
2024 SEO Trends for Business Success (WSA)
2024 SEO Trends for Business Success (WSA)
Jomer Gregorio
Common Culture: Paul Willis Symbolic Creativity
Common Culture: Paul Willis Symbolic Creativity
Monishka Adhikari
VIP Call Girls In Green Park 9654467111 Escorts Service
VIP Call Girls In Green Park 9654467111 Escorts Service
Sapana Sha
The 10 Most Inspirational Leaders LEADING THE WAY TO SUCCESS, 2024
The 10 Most Inspirational Leaders LEADING THE WAY TO SUCCESS, 2024
CIO Business World
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
Search Engine Journal
DGR_Digital Advertising Strategies for a Cookieless World_Presentation.pdf
DGR_Digital Advertising Strategies for a Cookieless World_Presentation.pdf
Demandbase
The power of SEO-driven market intelligence
The power of SEO-driven market intelligence
Hinde Lamrani
Word Count for Writers: Examples of Word Counts for Sample Genres
Word Count for Writers: Examples of Word Counts for Sample Genres
Lisa M. Masiello
Digital Marketing Spotlight: Lifecycle Advertising Strategies.pdf
Digital Marketing Spotlight: Lifecycle Advertising Strategies.pdf
Demandbase
Mastering SEO in the Evolving AI-driven World
Mastering SEO in the Evolving AI-driven World
Scalenut
Michael Kors marketing assignment swot analysis
Michael Kors marketing assignment swot analysis
junaid794917
How To Utilize Calculated Properties in your HubSpot Setup
How To Utilize Calculated Properties in your HubSpot Setup
ssuser4571da
Storyboards for my Final Major Project Video
Storyboards for my Final Major Project Video
SineadBidwell
5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software Solutions
Devherds Software Solutions
What are the 4 characteristics of CTAs that convert?
What are the 4 characteristics of CTAs that convert?
Juan Pineda
McDonald's: A Journey Through Time (PPT)
McDonald's: A Journey Through Time (PPT)
DEVARAJV16
Inbound Marekting 2.0 - The Paradigm Shift in Marketing | Axon Garside
Inbound Marekting 2.0 - The Paradigm Shift in Marketing | Axon Garside
robwhite630290
Influencer Marketing Power point presentation
Influencer Marketing Power point presentation
dgtivemarketingagenc
Recently uploaded
(20)
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
DIGITAL MARKETING STRATEGY_INFOGRAPHIC IMAGE.pdf
DIGITAL MARKETING STRATEGY_INFOGRAPHIC IMAGE.pdf
2024 SEO Trends for Business Success (WSA)
2024 SEO Trends for Business Success (WSA)
Common Culture: Paul Willis Symbolic Creativity
Common Culture: Paul Willis Symbolic Creativity
VIP Call Girls In Green Park 9654467111 Escorts Service
VIP Call Girls In Green Park 9654467111 Escorts Service
The 10 Most Inspirational Leaders LEADING THE WAY TO SUCCESS, 2024
The 10 Most Inspirational Leaders LEADING THE WAY TO SUCCESS, 2024
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
DGR_Digital Advertising Strategies for a Cookieless World_Presentation.pdf
DGR_Digital Advertising Strategies for a Cookieless World_Presentation.pdf
The power of SEO-driven market intelligence
The power of SEO-driven market intelligence
Word Count for Writers: Examples of Word Counts for Sample Genres
Word Count for Writers: Examples of Word Counts for Sample Genres
Digital Marketing Spotlight: Lifecycle Advertising Strategies.pdf
Digital Marketing Spotlight: Lifecycle Advertising Strategies.pdf
Mastering SEO in the Evolving AI-driven World
Mastering SEO in the Evolving AI-driven World
Michael Kors marketing assignment swot analysis
Michael Kors marketing assignment swot analysis
How To Utilize Calculated Properties in your HubSpot Setup
How To Utilize Calculated Properties in your HubSpot Setup
Storyboards for my Final Major Project Video
Storyboards for my Final Major Project Video
5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software Solutions
What are the 4 characteristics of CTAs that convert?
What are the 4 characteristics of CTAs that convert?
McDonald's: A Journey Through Time (PPT)
McDonald's: A Journey Through Time (PPT)
Inbound Marekting 2.0 - The Paradigm Shift in Marketing | Axon Garside
Inbound Marekting 2.0 - The Paradigm Shift in Marketing | Axon Garside
Influencer Marketing Power point presentation
Influencer Marketing Power point presentation
Marketing 410 -Chapter 1
1.
Chapter 1 Understanding Consumer Behavior ©
2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
2.
© 2013 Cengage
Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objectives~ Ch. 1 1. Define consumer behavior and explain the components that make up the definition. 2. Identify the four domains of consumer behavior shown in Exhibit 1.4 that affect acquisition, usage, and disposition decisions. 3. Discuss the benefits of studying consumer behavior. 4. Explain how companies apply consumer behavior concepts when making marketing decisions.
3.
© 2013 Cengage
Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Consumer Behavior The acquisition, consumption, and disposition of goods, services, time & ideas by (human) decision making units You do this multiple times a day Consciously & unconsciously Rationally & emotionally Influenced by advertising, social media, friends/family, celebrity, sport & marketing communications
4.
© 2013 Cengage
Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Consumer Behavior (CB) Reflects totality of consumer’s decisions with respect to the acquisition, consumption, & disposition of: − Good − Services − Time − Ideas by (human) Over time How does this relate to marketing strategies & tactics?
5.
© 2013 Cengage
Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. CB & Consumption Acquisition Usage Disposition Please think of each form of cb that you have done in the last 24 hours….
6.
© 2013 Cengage
Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Consumer Behavior Dynamic process Can involve many people Involves many decisions big & small Involves consumer feelings & coping The abcs of consumer behavior intertwine: − Attitude/affect − Behavior − Cognition
7.
© 2013 Cengage
Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. What Impacts Consumer Behavior? ① Psychological Core ② Decision-Making Process ③ Consumer Culture ④ Consumer Behavior Outcomes
8.
© 2013 Cengage
Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. ① Psychological Core Motivation, ability, & opportunity Exposure, attention, & perception Categorizing & comprehending information Forming & changing attitudes Forming & retrieving memories
9.
© 2013 Cengage
Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. ② Decision-making Process Problem recognition & search for information Judgments & decisions Post-decision evaluations
10.
© 2013 Cengage
Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. ③ Consumer Culture External Processes/Influences: Consumer diversity Social class & household Values, personality, & lifestyles Reference groups & other social influences
11.
© 2013 Cengage
Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. ④ Consumer Behavior Outcomes Symbolize who we are—external signs used to express identity Diffuse through a market—influence others’ decision making Ethics & corporate social responsibility (CSR)
12.
© 2013 Cengage
Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Important Aspects CB involves more than just products (e.g., going to the dentist, what TV programs to watch, taking aerobics class, going skydiving, donating to a cause, etc.) CB involves more than just buying: − Acquisition (leasing, trading, borrowing) − Usage (gives insight on symbolic aspects, usage patterns, new product ideas or improvements, W-O-M) − Disposing (recycling, product durability) CB is a dynamic process (sequence of events over time)
13.
© 2013 Cengage
Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Importance of CB to Marketing Managers Importance of being customer-focused Market segmentation: can group consumers by similar needs, wants, & attitudes − identify the most valued customers for marketing activities Customer relationship management (CRM): providing value & service to customers over time to build loyalty Positioning: niche in consumers’ minds − critical to success What company do you think does this best?
Download now