現(xiàn)代消費者行為學(xué)講義課件

24七月2023現(xiàn)代消費者行為學(xué)講義LearningObjectivesToUnderstandWhatConsumerBehaviorIsandtheDifferentTypesofConsumers.ToUnderstandtheRelationshipBetweenConsumerBehaviorandtheMarketingConcept,theSocietalMarketingConcept,asWellasSegmentation,Targeting,andPositioning.ToUnderstandtheRelationshipBetweenConsumerBehaviorandCustomerValue,Satisfaction,Trust,andRetention.ToUnderstandHowNewTechnologiesAreEnablingMarketerstoBetterSatisfytheNeedsandWantsofConsumers.ChapterOneSlide2Copyright2010PearsonEducation,Inc.publishingasPrenticeHallLearningObjectives(continued)ToUnderstandHowMarketersAreIncreasinglyAbletoReachConsumersWhereverConsumersWishtoBeReached.ToUnderstandHowtheWorld’sEconomicConditionIsLeadingtoConsumptionInstabilityandChange.ToUnderstandtheMakeupandCompositionofaModelofConsumerBehavior.ToUnderstandtheStructureofThisBookChapterOneSlide3Copyright2010PearsonEducation,Inc.publishingasPrenticeHallToWhichSegmentof

ConsumersWillThisAdAppeal?ChapterOneSlide4Copyright2010PearsonEducation,Inc.publishingasPrenticeHallASegmentofConsumersWhoareEnvironmentallyConcernedChapterOneSlide5Copyright2010PearsonEducation,Inc.publishingasPrenticeHallConsumerBehaviorThebehaviorthatconsumersdisplayinsearchingfor,purchasing,using,evaluating,anddisposingofproductsandservicesthattheyexpectwillsatisfytheirneeds.ChapterOneSlide6Copyright2010PearsonEducation,Inc.publishingasPrenticeHallTwoConsumerEntitiesChapterOneSlide7Copyright2010PearsonEducation,Inc.publishingasPrenticeHallDevelopmentofthe

MarketingConceptChapterOneSlide8Copyright2010PearsonEducation,Inc.publishingasPrenticeHallProductionOrientationFromthe1850stothelate1920sCompaniesfocusonproductioncapabilitiesConsumerdemandexceededsupplyChapterOneSlide9Copyright2010PearsonEducation,Inc.publishingasPrenticeHallSalesOrientationFromthe1930stothemid1950sFocusonsellingSupplyexceededcustomerdemandChapterOneSlide10Copyright2010PearsonEducation,Inc.publishingasPrenticeHallMarketingConcept1950stocurrent-Focusonthecustomer!DeterminetheneedsandwantsofspecifictargetmarketsDeliversatisfactionbetterthancompetitionChapterOneSlide11Copyright2010PearsonEducation,Inc.publishingasPrenticeHallDiscussionQuestionsWhattwocompaniesdoyoubelievegraspandusethemarketingconcept?Whydoyoubelievethis?ChapterOneSlide12Copyright2010PearsonEducation,Inc.publishingasPrenticeHallSocietalMarketingConceptConsidersconsumers’long-runbestinterestGoodcorporatecitizenshipChapterOneSlide13Copyright2010PearsonEducation,Inc.publishingasPrenticeHallTheMarketingConceptConsumerResearchSegmentationMarketTargetingPositioningTheprocessandtoolsusedtostudyconsumerbehaviorEmbracingtheMarketingConceptChapterOneSlide14Copyright2010PearsonEducation,Inc.publishingasPrenticeHallTheMarketingConceptConsumerResearchSegmentationMarketTargetingPositioningProcessofdividingthemarketintosubsetsofconsumerswithcommonneedsorcharacteristicsImplementingtheMarketingConceptChapterOneSlide15Copyright2010PearsonEducation,Inc.publishingasPrenticeHallDiscussionQuestionsWhatproductsthatyouregularlypurchasearehighlysegmented?Whatarethedifferentsegments?Whyissegmentationusefultothemarketerfortheseproducts?ChapterOneSlide16Copyright2010PearsonEducation,Inc.publishingasPrenticeHallTheMarketingConceptConsumerResearchSegmentationMarketTargetingPositioningTheselectionofoneormoreofthesegmentsidentifiedtopursueImplementingtheMarketingConceptChapterOneSlide17Copyright2010PearsonEducation,Inc.publishingasPrenticeHallTheMarketingConceptConsumerResearchSegmentationMarketTargetingPositioningDevelopingadistinctimagefortheproductinthemindoftheconsumerSuccessfulpositioningincludes:CommunicatingthebenefitsoftheproductCommunicatingauniquesellingpropositionImplementingtheMarketingConceptChapterOneSlide18Copyright2010PearsonEducation,Inc.publishingasPrenticeHallTheMarketingMixChapterOneSlide19Copyright2010PearsonEducation,Inc.publishingasPrenticeHallCustomerValue,Satisfaction,Trust,andRetentionChapterOneSlide20Copyright2010PearsonEducation,Inc.publishingasPrenticeHallSuccessfulRelationshipsCustomerValueCustomerSatisfactionCustomerTrustCustomerRetentionDefinedastheratiobetweenthecustomer’sperceivedbenefitsandtheresourcesusedtoobtainthosebenefitsPerceivedvalueisrelativeandsubjectiveDevelopingavaluepropositioniscriticalValue,Satisfaction,Trust,andRetentionChapterOneSlide21Copyright2010PearsonEducation,Inc.publishingasPrenticeHallDiscussionQuestionsHowdoesMcDonald’screatevaluefortheconsumer?Howdotheycommunicatethisvalue?ChapterOneSlide22Copyright2010PearsonEducation,Inc.publishingasPrenticeHallSuccessfulRelationshipsCustomerValueCustomerSatisfactionCustomerTrustCustomerRetentionTheindividual'sperceptionoftheperformanceoftheproductorserviceinrelationtohisorherexpectations.Customergroupsbasedonloyaltyincludeloyalists,apostles,defectors,terrorists,hostages,andmercenariesValue,Satisfaction,Trust,andRetentionChapterOneSlide23Copyright2010PearsonEducation,Inc.publishingasPrenticeHallSuccessfulRelationshipsCustomerValueCustomerSatisfactionCustomerTrustCustomerRetentionEstablishingandmaintainingtrustisessential.Trustisthefoundationformaintainingalong-standingrelationshipwithcustomers.Value,Satisfaction,Trust,andRetentionChapterOneSlide24Copyright2010PearsonEducation,Inc.publishingasPrenticeHallSuccessfulRelationshipsCustomerValueCustomerSatisfactionCustomerTrustCustomerRetentionTheobjectiveofprovidingvalueistoretainhighlysatisfiedcustomers.LoyalcustomersarekeyTheybuymoreproductsTheyarelesspricesensitiveServicingthemischeaperTheyspreadpositivewordofmouthValue,Satisfaction,Trust,andRetentionChapterOneSlide25Copyright2010PearsonEducation,Inc.publishingasPrenticeHallTop10RankedU.S.CompaniesinTermsofConsumers’TrustandRespectofPrivacy

Table1.2Top10CompaniesAmericanExpresseBayIBMAmazonJohnson&JohnsonHewlett-PackardU.S.PostalServiceProcterandGambleAppleNationwide26Copyright2010PearsonEducation,Inc.publishingasPrenticeHallCustomerProfitability-FocusedMarketingTrackscostsandrevenuesofindividualconsumersCategorizesthemintotiersbasedonconsumptionbehaviorAcustomerpyramidgroupscustomersintofourtiersChapterOneSlide27Copyright2010PearsonEducation,Inc.publishingasPrenticeHallChapterOneSlideTHETRADITIONALMARKETINGCONCEPTVALUE-ANDRETENTION-FOCUSEDMARKETINGMakeonlywhatyoucansellinsteadoftryingtosellwhatyoumake.Usetechnologythatenablescustomerstocustomizewhatyoumake.Donotfocusontheproduct;focusontheneedthatitsatisfies.Focusontheproduct’sperceivedvalue,aswellastheneedthatitsatisfies.Marketproductsandservicesthatmatchcustomers’needsbetterthancompetitors’offerings.Utilizeanunderstandingofcustomerneedstodevelopofferingsthatcustomersperceiveasmorevaluablethancompetitors’offerings.Researchconsumerneedsandcharacteristics.Researchthelevelsofprofitassociatedwithvariousconsumerneedsandcharacteristics.Understandthepurchasebehaviorprocessandtheinfluencesonconsumerbehavior.Und