3. 1-31-3
“Remember
Me?”
“Remember
Me?”I'm the fellow who goes into a restaurant, sits down and patiently
waits while the waitresses do everything but take my order. I'm
the fellow who goes into a department store and stands quietly
while the sales clerks finish their little chitchat. I'm the man who
drives into a gasoline station and never blows his horn, but waits
patiently while the attendant finishes reading his comic book.
"Yes, you might say, I'm a good guy. But do you know who else I
am? I am the fellow who never comes back, and it amuses me to
see you spending thousands of dollars every year to get me back
into your store, when I was there in the first place, and all you had
to do to keep me was to give me a little service; show me a little
courtesy."
Source: From a Better Business Bureau bulletin submitted by An
Arkansas Reader to Dear Abby
6. 1-61-6
Consumers’ Impact on
Marketing
Strategy
Consumers’ Impact on
Marketing
Strategy• Understanding consumer behavior is
good business.
–Firms exist to satisfy consumers’ needs, so
–Firms must understand consumers needs to
satisfy them.
• The Process of Marketing Segmentation:
–Identifies Groups of Consumers Who are Similar
to One Another in One or More Ways, and
–Devises Marketing Strategies that Appeal to
One or More of These Groups.
8. 1-81-8
Consumers’ Impact On Marketing
Strategy: Building Bonds With
Consumers
Consumers’ Impact On Marketing
Strategy: Building Bonds With
Consumers
• Relationship MarketingRelationship Marketing occurs when a
company makes an effort to interact with
customers on a regular basis, and gives them
reasons to maintain a bond with the company
over time.
• Database MarketingDatabase Marketing involves tracking
consumers’ buying habits very closely, and
crafting products and messages tailored
precisely to people’s wants and needs based
on this information.
9. 1-91-9
Marketing’s Impact on
Consumers:
The Meaning of Consumption
Marketing’s Impact on
Consumers:
The Meaning of Consumption
Self-Concept Attachment
Helps to Establish the User’s Identity
Nostalgic Attachment
Serves as a Link With a Past Self
Interdependence
Part of the User’s Daily Routine
Love
Elicits Bonds of Warmth, Passion, or Other
Strong Emotion
Types of Relationships a Person May Have With a
Product:
10. 1-101-10
Marketing’s Impact on
Consumers:
Consumption Typology
Marketing’s Impact on
Consumers:
Consumption TypologyConsumption TypologyConsumption Typology Explores the Different Ways
That Products and Experiences Can Provide Meaning
to People.
There Are 4 Distinct Types of Consumption Activities:
Consuming as Experience
Consuming as Integration
Consuming as Classification
Consuming as Play
An Emotional or Aesthetic
Reaction to Consumption Objects
Express Aspects of Self or
Society
Communicate Their Association
With Objects, Both to Self/ Others
Participate in a Mutual Experience
and Merge Self With Group
11. 1-111-11
Marketing’s Impact on
Consumers
Marketing’s Impact on
Consumers– Marketing and Culture
• Popular Culture
– Intangible and Tangible Objects
– The Global Consumer
• Global Consumer Culture
– Virtual Consumption
• Business to Consumer Selling (B2C Commerce)
• Consumer to Consumer Selling (B2B Commerce)
• Virtual Brand Communities
– Blurred Boundaries: Marketing and Reality
13. 1-131-13
Other Marketing Ethics
Issues
Other Marketing Ethics
Issues
• Do Marketers Create Artificial Needs?
– Response: Marketing attempts to create
awareness that these needs do exist, rather than
to create them.
• Are Advertising and Marketing Necessary?
– Response: Yes, if approached from an information
dissemination perspective.
• Do Marketers Promise Miracles?
– Not if they are honest; they do not have the ability
to create miracles.
14. 1-141-14
The Dark Side of
Consumer
Behavior
The Dark Side of
Consumer
Behavior
Compulsive ConsumptionCompulsive Consumption
>Behavior is Not Done by Choice
>Gratification is Short-Lived
>Strong Feelings of Regret or
Guilt Afterwards
Illegal ActivitiesIllegal Activities
> Consumer Theft (Shrinkage)
>Anti-consumption
– Culture Jamming
– Cultural Resistance
Consumed ConsumersConsumed Consumers
> People Who Are Exploited for
Commercial Gain in the
Marketplace.
Addictive ConsumptionAddictive Consumption
> Gambling
16. 1-161-16
Two Perspective on
Consumer
Research
Two Perspective on
Consumer
ResearchPositivist
Approach
Positivist
Approach
ObjectiveObjective
PredictionPrediction
IndependentIndependent
Real CauseReal Cause
SeparationSeparation
Interpretivist
Approach
Interpretivist
Approach
Socially
Constructed
Socially
Constructed
UnderstandingUnderstanding
ContextualContextual
Simultaneous
Shaping
Simultaneous
Shaping
InteractionInteraction
17. 1-171-17
Taking it From
Here:
The Plan of the
Book
Taking it From
Here:
The Plan of the
Book
• Section II: Consumers As Individuals
• Section III: Consumers As Decision
Makers
• Section IV: Consumers and
Subcultures
• Section V: Consumers and Culture
