1. The document discusses factors that influence consumer and business buying behavior including cultural, social, personal, psychological factors. It also outlines the consumer buying decision process and stages. 2. Key models are presented including Maslow's hierarchy of needs and the consumer buying process model. Business buying behavior is also examined including different types of business purchases. 3. Major influences on both consumer and business buyer behavior are identified such as environmental, organizational, interpersonal, and individual factors. The roles of different individuals in the business buying process are also defined.

1. Chapter 3
Analyzing Marketing Opportunity
Today you have to run faster to
stay in the same place.
Philip Kotler

2. Learning Objectives
1. Gathering information and Measuring Market
Demand.
2. Scanning the marketing environment.
3. Analyzing consumer markets and buyer
behavior.

3. 1. Gathering information and
Measuring Market Demand.
 MIS
 Marketing Research Process

4. MIS
 People ,equipment,and procedures to
gather,sort,analyze,evaluate, and distribute
needed,timely,and accurate information to
marketing decision makers.

5. MIS’s STRUCTURE
Internal databases
Marketing intelligence
Marketing research
Information analysis

6. Marketing Research Process
 Defining the problem and research objective
 Developing the research plan for collecting
information
 Implementing the research plan-collecting and
analyzing the data
 Interpreting and reporting the findings

7. Relative terms
 Exploratory research
 Descriptive research
 Causal research
 Secondary data
 Primary data
 Online databases

8. Relative terms
 observational research
 Survey research
 Single-source data system
 Experimental research
 Focus group interviewing
 Online marketing research

9. 2.Marketing Environment
 Tracking & Identifying Opportunities in the
Macroenvironment
 Demographic, Economic, Natural,
Technological, Political, & Cultural
Developments

10. Macroenvironmental Forces
 World trade enablers
 Asian economic power
 Rise of trade blocs
 International monetary crises
 Use of barter & countertrade
 Move towards market economies
 “Global” lifestyles

11. Macroenvironmental Forces
 Opening of “new” markets
 Emerging transnational firms
 Cross-border strategic alliances
 Regional ethnic & religious conflict
 Global branding

12. Demographic Environment
Worldwide Population GrowthWorldwide Population Growth
Population Age MixPopulation Age Mix
Ethnic MarketsEthnic Markets
Household PatternsHousehold Patterns
Educational GroupsEducational Groups
Geographical Shifts in PopulationGeographical Shifts in Population
Shift from Mass Market to MicromarketsShift from Mass Market to Micromarkets

13. Economic Environment
Income DistributionIncome Distribution
Subsistence economiesSubsistence economies
Raw-material-exporting economiesRaw-material-exporting economies
Industrializing economiesIndustrializing economies
Industrial economiesIndustrial economies
Savings, Debt, &
Credit Availability
Savings, Debt, &
Credit Availability

14. Natural
Environment
Higher Pollution
Levels
Higher Pollution
Levels
Increased Costs
of Energy
Increased Costs
of Energy
Shortage of
Raw Materials
Shortage of
Raw Materials
Changing Role
of Government
Changing Role
of Government

15. Accelerating Pace
of Change
Accelerating Pace
of Change
Unlimited Opportunities
for Innovation
Unlimited Opportunities
for Innovation
Increased
Regulation
Increased
Regulation
Issues in the Technological
Environment
Issues in the Technological
Environment
Varying
R & D Budgets
Varying
R & D Budgets

16. Political-
Legal
Environment
Political-
Legal
Environment
Increased
Legislation
Increased
Legislation
Special-
Interest
Groups
Special-
Interest
Groups

17. Social/Cultural Environment
OfOf
OrganizationsOrganizations
OfOf
NatureNature
OfOf
OneselfOneself
OfOf
SocietySociety
OfOf
the Universethe Universe
OfOf
OthersOthers
Views
That Express
Values
Views
That Express
Values

18. Social/Cultural Environment

19. Review
 Tracking & Identifying Opportunities in the
Macroenvironment
 Demographic, Economic, Natural,
Technological, Political, & Cultural
Developments

20. Microenvironment
 Company
 Suppliers
 Marketing intermediaries
 Customers
 Competitors
 public

21. 3.Consumer Behavior
1. Major factors influencing buyer behavior
2. The buying decision process
3. The stages of the buying decision process
4. Reference concepts

23. Simple Response Model
StimulusStimulusStimulusStimulus OrganismOrganismOrganismOrganism ResponseResponseResponseResponse

24. Model of Buying Behavior
Buyer’s decision
process
Problem recognition
Information search
Evaluation
Decision
Postpurchase
behavior
Other
stimuli
Economic
Technological
Political
Cultural
Buyer’s
characteristics
Cultural
Social
Personal
Psychological
Buyer’s decisions
Product choice
Brand choice
Dealer choice
Purchase timing
Purchase amount
Marketing
stimuli
Product
Price
Place
Promotion

25. Culture
Cultural Factors
Subculture
Social Class
BuyerBuyer

26. Social Factors
Reference
Groups
Reference
Groups
Roles &
Statuses
Roles &
Statuses
FamilyFamily

27. Influences on Consumer Behavior
Personal InfluencesPersonal Influences
Age and Family Life
Cycle Stage
Age and Family Life
Cycle Stage LifestyleLifestyle
Occupation &
Economic Circumstances
Occupation &
Economic Circumstances
Personality &
Self-Concept
Personality &
Self-Concept

28. Psychological Factors
PerceptionPerception LearningLearning
Beliefs &
Attitudes
Beliefs &
Attitudes
MotivationMotivation

29. Maslow’s Hierarchy
of Needs
Psychological needs
(food, water, shelter)
Psychological needs
(food, water, shelter)1
Safety needs
(security, protection)
Safety needs
(security, protection)
2
Social needs
(sense of belonging, love)
Social needs
(sense of belonging, love)3
Esteem needs
(self-esteem, recognition)
Esteem needs
(self-esteem, recognition)
4
Self-
actualization
(self-development
and realization)
Self-
actualization
(self-development
and realization)
5

30. Four Types of Buying Behavior
Complex
Buying
Behavior
Dissonance-
Reducing Buying
Behavior
Variety-
Seeking
Behavior
Habitual
Buying
Behavior
Significant
differences
between
brands
Few
differences
between
brands
High
Involvement
Low
Involvement

31. Consumer Buying
ProcessProblemProblem
recognitionrecognition
Information
search
Evaluation of
alternatives
Purchase
decision
Postpurchase
behavior

32. Total
Set
Decision Making Sets
Aware-
ness
Set
Consid-
eration
Set
Choice
Set Decision

33. Steps Between Evaluation of Alternatives and a
Purchase Decision
EvaluationEvaluation
ofof
alternativesalternatives
Purchase
decision
Unanticipated
situational
factors
Attitude
of others
Purchase
intention

34. How Customers Use or
Dispose of Products
Product
Get rid of it
temporarily
Get rid of it
permanently
Keep it
Loan it
Rent it
Store it
Convert
to new
purpose
Use for
original
purpose
Give it
away
Trade it
Sell it
Throw it
away
Direct to
consumer
To
intermediary
Through
middleman
To be
used
To be
(re)sold

35. Reference concepts
 Customer value and satisfaction
 Customer value
 Relationship marketing

36. (1)The major factors influencing buying
behavior
 Cultural factors
 Social factors
 Personal factors
 Psychological factors

37. Cultural factors
 Culture
 Subculture
 Social class

38. Social class
Social classes are relatively
homogeneous and enduring divisions
in a society,which are hierarchically
ordered and whose members share
similar values ,interests, and behavior.

39. Social factors
 Reference groups
 Family
 Roles and statuses

40. Reference groups
 Reference groups consists of all the
groups that have a direct (face-to-face) or
indirect influence on the person’s attitudes
or behavior.
 Groups having a direct influence on a
person are called membership groups.
(direct groups)
 Indirect reference groups

41. Reference groups
 Aspirational groups are those the person
hopes to join.
 Dissociative groups are those whose values
or behavior an individual rejects.
 Opinion leader is the person in informal
product-related communications who offer
advice or information about a specific product
or product category.

42. Family
 Family procreation----one’s spouse
and children
 Types of Family

43. Types of Family
 Skippies(student-kids with income and
purchasing power)
 Mobys(mother old and baby young)
 Dinks(double income,no kids)
 Dewks(double income with kids)
 Puppies( 贫穷的城市职员）
 Woofs( 富裕的老人）

44. Roles and status
 A person participates in many groups----family,
club, organization.
 The person’s position in each group can be
defined in terms of role and status.
 A role consists of the activities that a person is
expected to perform.
 Each person carried a status.

45. Personal factors
 Age and stage in the life cycle
 Occupation and economic
circumstances
 Lifestyle
 Personality and self-concept

46. Lifestyle
 A lifestyle is the person’s pattern of living in
the world as expressed in activities, interests,
and opinion.
 Lifestyle portrays the “whole person “
interacting with his or her environment.
 Markerters search for relationships between
their products and lifestyle groups.

47. VAL2 (value and lifestyles)
 Actualizers
 Fulfilled
 Achievers
 Experiences
 Believers
 Strivers
 Makers
 Stuggles

48. Personality and self-concept
 By personality, we mean distinguishing
psychological characteristics that lead to
relatively consistent and enduring
responses to environment.

49. Psychological factors
 Motivation
 Perception
 Learning
 Beliefs and attitude

50. The Cinema Two Week CycleThe Cinema Two Week Cycle
Going to the movies is not a two hour event for Identity Builders it isGoing to the movies is not a two hour event for Identity Builders it is
a complex planning and evaluating process that offers many oppoa complex planning and evaluating process that offers many oppo
rtunities to marketer.rtunities to marketer.
Note in S.E. Asia markets cinema attendance by teens is among highest in the
world with an average of around one film a month.
The Day(6-7 hours)The Day(6-7 hours)
The Week before
- picking the film,
who to go with,
where to see,
when
- PLANNING
Getting
to
the Venue
The
Movie
Eating,
Malling,
Getting
home
The Week After
-talking about the Day,
assessing the film, the
school yard discussion.
-REVIEWING
2 hours
Hanging Out all day with friend
AND THEN IT STARTS AGAINAND THEN IT STARTS AGAIN

51. The buying decision process
 Buying roles
 Buying behavior
 Complex buying behavior
 Dissonance-reducing buyer behavior
 Habitual buying behavior
 Variety-seeking buying behavior

52. the stage of the buying
decision process
 Problem recognition
 Information search
 Evaluation of alternatives
 Purchase decision
 Postpurchase behavior

53. 4.Business buyer behavior
 Business Market
 Model of Business Buyer Behavior

54. Business market
 Characteristics of Business
 Derived demand

55. Derived demand
 Business demand that ultimately comes from
the demand for consumer goods.

56. Business buying behavior
 Straight rebuy
 Modified rebuy
 New task
 Systems buying

57. Participants in the business buying
process
 Buying centrer
 User
 Influencers
 Deciders
 gatekeepers

58. Major influences on business buyer
behavior
 Environmental
 Organizational
 Interpersonal
 Individual
 buyers