资源描述
Consumer Behavior:Meeting Changes and ChallengesCHAPTERONELearning Objectives1.To Understand What Consumer Behavior Is and the Different Types of Consumers.2.To Understand the Relationship Between Consumer Behavior and the Marketing Concept,the Societal Marketing Concept,as Well as Segmentation,Targeting,and Positioning.3.To Understand the Relationship Between Consumer Behavior and Customer Value,Satisfaction,Trust,and Retention.4.To Understand How New Technologies Are Enabling Marketers to Better Satisfy the Needs and Wants of Consumers.Copyright 2010 Pearson Education,Inc.publishing as Prentice Hall2Chapter One SlideLearning Objectives(continued)5.To Understand How Marketers Are Increasingly Able to Reach Consumers Wherever Consumers Wish to Be Reached.6.To Understand How the Worlds Economic Condition Is Leading to Consumption Instability and Change.7.To Understand the Makeup and Composition of a Model of Consumer Behavior.8.To Understand the Structure of This BookCopyright 2010 Pearson Education,Inc.publishing as Prentice Hall3Chapter One SlideTo Which Segment ofConsumers Will This Ad Appeal?Chapter One Slide 4Copyright 2010 Pearson Education,Inc.publishing as Prentice HallA Segment of Consumers Who are Environmentally ConcernedCopyright 2010 Pearson Education,Inc.publishing as Prentice HallChapter One Slide 5Consumer BehaviorThe behavior that consumers display in searching for,purchasing,using,evaluating,and disposing of products and services that they expect will satisfy their needs.Copyright 2010 Pearson Education,Inc.publishing as Prentice Hall6Chapter One SlideTwo Consumer EntitiesCopyright 2010 Pearson Education,Inc.publishing as Prentice Hall7Personal ConsumerThe individual who buys goods and services for his or her own use,for household use,for the use of a family member,or for a friend.Organizational ConsumerA business,government agency,or other institution(profit or nonprofit)that buys the goods,services,and/or equipment necessary for the organization to function.Chapter One SlideDevelopment of the Marketing ConceptCopyright 2010 Pearson Education,Inc.publishing as Prentice Hall8Production OrientationSales OrientationMarketing ConceptChapter One SlideProduction OrientationFrom the 1850s to the late 1920sCompanies focus on production capabilitiesConsumer demand exceeded supplyCopyright 2010 Pearson Education,Inc.publishing as Prentice Hall9Production OrientationSales OrientationMarketing ConceptChapter One SlideSales OrientationFrom the 1930s to the mid 1950sFocus on sellingSupply exceeded customer demandCopyright 2010 Pearson Education,Inc.publishing as Prentice Hall10Production OrientationSales OrientationMarketing ConceptChapter One SlideMarketing Concept1950s to current-Focus on the customer!Determine the needs and wants of specific target marketsDeliver satisfaction better than competitionCopyright 2010 Pearson Education,Inc.publishing as Prentice Hall11Production OrientationSales OrientationMarketing ConceptChapter One SlideDiscussion Questions1.What two companies do you believe grasp and use the marketing concept?2.Why do you believe this?Copyright 2010 Pearson Education,Inc.publishing as Prentice HallChapter One Slide 12Societal Marketing ConceptConsiders consumers long-run best interestGood corporate citizenshipCopyright 2010 Pearson Education,Inc.publishing as Prentice HallChapter One Slide 13The Marketing ConceptConsumer ResearchSegmentationMarket TargetingPositioningThe process and tools used to study consumer behaviorCopyright 2010 Pearson Education,Inc.publishing as Prentice HallEmbracing the Marketing ConceptChapter One Slide 14The Marketing ConceptConsumer ResearchSegmentationMarket TargetingPositioningProcess of dividing the market into subsets of consumers with common needs or characteristicsCopyright 2010 Pearson Education,Inc.publishing as Prentice HallImplementing the Marketing ConceptChapter One Slide 15Discussion Questions1.What products that you regularly purchase are highly segmented?2.What are the different segments?3.Why is segmentation useful to the marketer for these products?Copyright 2010 Pearson Education,Inc.publishing as Prentice Hall16Chapter One SlideThe Marketing ConceptConsumer ResearchSegmentationMarket TargetingPositioningThe selection of one or more of the segments identified to pursueCopyright 2010 Pearson Education,Inc.publishing as Prentice HallImplementing the Marketing ConceptChapter One Slide 17The Marketing ConceptConsumer ResearchSegmentationMarket TargetingPositioningDeveloping a distinct image for the product in the mind of the consumerSuccessful positioning includes:Communicating the benefits of the productCommunicating a unique selling propositionCopyright 2010 Pearson Education,Inc.publishing as Prentice HallImplementing the Marketing ConceptChapter One Slide 18The Marketing MixProductPricePlacePromotionMarketing MixCopyright 2010 Pearson Education,Inc.publishing as Prentice Hall19Chapter One SlideCustomer Value,Satisfaction,Trust,and RetentionCopyright 2010 Pearson Education,Inc.publishing as Prentice Hall20Successful RelationshipsCustomer valueHigh level of customer satisfactionStrong sense of customer trustCustomer retentionChapter One SlideSuccessful Relationships Customer ValueCustomer SatisfactionCustomer TrustCustomer RetentionDefined as the ratio between the customers perceived benefits and the resources used to obtain those benefitsPerceived value is relative and subjectiveDeveloping a value proposition is criticalCopyright 2010 Pearson Education,Inc.publishing as Prentice HallValue,Satisfaction,Trust,and RetentionChapter One Slide 21Discussion QuestionsHow does McDonalds create value for the consumer?How do they communicate this value?Copyright 2010 Pearson Education,Inc.publishing as Prentice Hall22Chapter One SlideSuccessful Relationships Customer ValueCustomer SatisfactionCustomer TrustCustomer RetentionThe individuals perception of the performance of the product or service in relation to his or her expectations.Customer groups based on loyalty include loyalists,apostles,defectors,terrorists,hostages,and mercenariesCopyright 2010 Pearson Education,Inc.publishing as Prentice HallValue,Satisfaction,Trust,and RetentionChapter One Slide 23Successful Relationships Customer ValueCustomer SatisfactionCustomer TrustCustomer RetentionCopyright 2010 Pearson Education,Inc.publishing as Prentice HallEstablishing and maintaining trust is essential.Trust is the foundation for maintaining a long-standing relationship with customers.Value,Satisfaction,Trust,and RetentionChapter One Slide 24Successful Relationships Customer ValueCustomer SatisfactionCustomer TrustCustomer RetentionThe objective of providing value is to retain highly satisfied customers.Loyal customers are keyThey buy more productsThey are less price sensitiveServicing them is cheaperThey spread positive word of mouthCopyright 2010 Pearson Education,Inc.publishing as Prentice HallValue,Satisfaction,Trust,and RetentionChapter One Slide 25Top 10 Ranked U.S.Companies in Terms of Consumers Trust and Respect of PrivacyTable 1.2Top 10 CompaniesAmerican Express eBayIBMAmazonJohnson&JohnsonHewlett-PackardU.S.Postal ServiceProcter and GambleAppleNationwideCopyright 2010 Pearson Education,Inc.publishing as Prentice HallChapter One Slide 26Customer Profitability-Focused MarketingTracks costs and revenues of individual consumers Categorizes them into tiers based on consumption behaviorA customer pyramid groups customers into four tiersCopyright 2010 Pearson Education,Inc.publishing as Prentice Hall27PlatinumGoldIronLeadChapter One SlideCopyright 2010 Pearson Education,Inc.publishing as Prentice HallChapter One Slide 28THE TRADITIONAL MARKETING CONCEPT VALUE-AND RETENTION-FOCUSED MARKETINGMake only what you can sell instead of trying to sell what you make.Use technology that enables customers to customize what you make.Do not focus on the product;focus on the need that it satisfies.Focus on the products perceived value,as well as the need that it satisfies.Market products and services that match customers needs better than competitors offerings.Utilize an understanding of customer needs to develop offerings that customers perceive as more valuable than competitors offerings.Research consumer needs and characteristics.Research the levels of profit associated with various consumer needs and characteristics.Understand the purchase behavior process and the influences on consumer behavior.Understand consumer behavior in relation to the companys product.Realize that each customer transaction is a discrete sale.Make each customer transaction part of an ongoing relationship with the customer.Impact of Digital TechnologiesCopyright 2010 Pearson Education,Inc.publishing as Prentice Hall29MarketersMore products and services through customizationInstantaneous exchangesCollect and analyze dataConsumersPowerInformationComputers,phones,PDA,GPS,smart TVChapter One SlideThe Mobile ConsumerWireless Media Messages will expand as:Flat-rate data traffic increasesScreen image quality is enhancedConsumer-user experiences with web applications improveCopyright 2010 Pearson Education,Inc.publishing as Prentice Hall30Chapter One SlidePenetration of Internet Usage Among Mobile Subscribers in 16 Countries-FIGURE 1.3Consumer Behavior Is InterdisciplinaryPsychology Sociology Social psychologyAnthropologyEconomicsCopyright 2010 Pearson Education,Inc.publishing as Prentice Hall31Chapter One SlideA Simple Model of Consumer Decision Making-Figure 1.4 Chapter One Slide 32Copyright 2010 Pearson Education,Inc.publishing as Prentice HallAll rights reserved.No part of this publication may be reproduced,stored in a retrieval system,or transmitted,in any form or by any means,electronic,mechanical,photocopying,recording,or otherwise,without the prior written permission of the publisher.Printed in the United States of America.Copyright 2010 Pearson Education,Inc.Publishing as Prentice Hall33Copyright 2010 Pearson Education,Inc.Publishing as Prentice Hall Chapter Seven Slide
展开阅读全文