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Chapter 1  Consumer Behavior:  Its Origins and  Strategic Applications
Chapter Outline ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Consumer Behavior ,[object Object]
Customers Search for Products weblink
Personal Consumer ,[object Object]
Organizational Consumer ,[object Object]
Government Buying weblink
Development of the Marketing Concept Production  Concept Selling Concept Product Concept Marketing  Concept
The Production Concept ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Product Concept ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Selling Concept ,[object Object],[object Object],[object Object],[object Object]
The Marketing Concept ,[object Object],[object Object],[object Object],[object Object]
Discussion Question ,[object Object],[object Object]
The Marketing Concept ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Implementing the Marketing Concept
weblink
The Marketing Concept ,[object Object],[object Object],[object Object],[object Object],[object Object],Implementing the Marketing Concept
Segmentation Used  by Sports Illustrated
Discussion Question ,[object Object],[object Object],[object Object]
The Marketing Concept ,[object Object],[object Object],[object Object],[object Object],[object Object],Implementing the Marketing Concept
The Marketing Concept ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Implementing the Marketing Concept
This product is positioned as a solution to facial redness.
The Marketing Mix ,[object Object],[object Object],[object Object],[object Object]
Successful Relationships Customer  Value Customer  Satisfaction Customer  Retention
Successful Relationships  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Value, Satisfaction, and Retention
Discussion Question ,[object Object],[object Object]
Successful Relationships  ,[object Object],[object Object],[object Object],[object Object],[object Object],Value, Satisfaction, and Retention
Successful Relationships  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Value, Satisfaction, and Retention
Customer Profitability-Focused Marketing ,[object Object],[object Object],[object Object]
Customer Profitability-Focused Marketing Tier 1: Platinum Tier 2: Gold Tier 3: Iron Tier 4: Lead
Traditional Marketing Concept Vs. Value and Retention Focused Marketing Table 1-2 Utilize an understanding of  customer needs to develop  offerings that customers perceive as more valuable than  competitors’ offerings Market products and services that  match customers’ needs better than competitors’ offerings Focus on the product’s  perceived value, as well as the need that it satisfies Do not focus on the product; focus on  the need that it satisfies Use technology that enables customers to customize what you make Make only what you can sell instead  of trying to sell what you make Value and Retention Focused Marketing Traditional Marketing Concept
Impact of Digital Technologies ,[object Object],[object Object],[object Object],[object Object]
Societal Marketing Concept ,[object Object]
Consumer Behavior Is Interdisciplinary ,[object Object],[object Object],[object Object],[object Object],[object Object]
A Simplified Model of Consumer Decision Making – Figure 1-1

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Chapter 1 Consumer Behavior Its Origins And Strategic Applications

  • 1. Chapter 1 Consumer Behavior: Its Origins and Strategic Applications
  • 2.
  • 3.
  • 4. Customers Search for Products weblink
  • 5.
  • 6.
  • 8. Development of the Marketing Concept Production Concept Selling Concept Product Concept Marketing Concept
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 16.
  • 17. Segmentation Used by Sports Illustrated
  • 18.
  • 19.
  • 20.
  • 21. This product is positioned as a solution to facial redness.
  • 22.
  • 23. Successful Relationships Customer Value Customer Satisfaction Customer Retention
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29. Customer Profitability-Focused Marketing Tier 1: Platinum Tier 2: Gold Tier 3: Iron Tier 4: Lead
  • 30. Traditional Marketing Concept Vs. Value and Retention Focused Marketing Table 1-2 Utilize an understanding of customer needs to develop offerings that customers perceive as more valuable than competitors’ offerings Market products and services that match customers’ needs better than competitors’ offerings Focus on the product’s perceived value, as well as the need that it satisfies Do not focus on the product; focus on the need that it satisfies Use technology that enables customers to customize what you make Make only what you can sell instead of trying to sell what you make Value and Retention Focused Marketing Traditional Marketing Concept
  • 31.
  • 32.
  • 33.
  • 34. A Simplified Model of Consumer Decision Making – Figure 1-1