消費者行為學課件-國際名師主講

消費者行為學課件--國際名師主講ConsumerBehavior:MeetingChangesandChallengesCHAPTERONELearningObjectivesToUnderstandWhatConsumerBehaviorIsandtheDifferentTypesofConsumers.ToUnderstandtheRelationshipBetweenConsumerBehaviorandtheMarketingConcept,theSocietalMarketingConcept,asWellasSegmentation,Targeting,andPositioning.ToUnderstandtheRelationshipBetweenConsumerBehaviorandCustomerValue,Satisfaction,Trust,andRetention.ToUnderstandHowNewTechnologiesAreEnablingMarketerstoBetterSatisfytheNeedsandWantsofConsumers.3ChapterOneSlideLearningObjectives(continued)ToUnderstandHowMarketersAreIncreasinglyAbletoReachConsumersWhereverConsumersWishtoBeReached.ToUnderstandHowtheWorld’sEconomicConditionIsLeadingtoConsumptionInstabilityandChange.ToUnderstandtheMakeupandCompositionofaModelofConsumerBehavior.ToUnderstandtheStructureofThisBook4ChapterOneSlideToWhichSegmentof

ConsumersWillThisAdAppeal?ChapterOneSlide4ASegmentofConsumersWhoareEnvironmentallyConcernedChapterOneSlide5ConsumerBehaviorThebehaviorthatconsumersdisplayinsearchingfor,purchasing,using,evaluating,anddisposingofproductsandservicesthattheyexpectwillsatisfytheirneeds.7ChapterOneSlideTwoConsumerEntities8PersonalConsumerTheindividualwhobuysgoodsandservicesforhisorherownuse,forhouseholduse,fortheuseofafamilymember,orforafriend.OrganizationalConsumerAbusiness,governmentagency,orotherinstitution(profitornonprofit)thatbuysthegoods,services,and/orequipmentnecessaryfortheorganizationtofunction.ChapterOneSlideDevelopmentofthe

MarketingConcept9ProductionOrientationSalesOrientationMarketingConceptChapterOneSlideProductionOrientationFromthe1850stothelate1920sCompaniesfocusonproductioncapabilitiesConsumerdemandexceededsupply10ProductionOrientationSalesOrientationMarketingConceptChapterOneSlideSalesOrientationFromthe1930stothemid1950sFocusonsellingSupplyexceededcustomerdemand11ProductionOrientationSalesOrientationMarketingConceptChapterOneSlideMarketingConcept1950stocurrent-Focusonthecustomer!DeterminetheneedsandwantsofspecifictargetmarketsDeliversatisfactionbetterthancompetition12ProductionOrientationSalesOrientationMarketingConceptChapterOneSlideDiscussionQuestionsWhattwocompaniesdoyoubelievegraspandusethemarketingconcept?Whydoyoubelievethis?ChapterOneSlide13SocietalMarketingConceptConsidersconsumers’long-runbestinterestGoodcorporatecitizenshipChapterOneSlide14TheMarketingConceptConsumerResearchSegmentationMarketTargetingPositioningTheprocessandtoolsusedtostudyconsumerbehaviorEmbracingtheMarketingConceptChapterOneSlide15TheMarketingConceptConsumerResearchSegmentationMarketTargetingPositioningProcessofdividingthemarketintosubsetsofconsumerswithcommonneedsorcharacteristicsImplementingtheMarketingConceptChapterOneSlide16DiscussionQuestionsWhatproductsthatyouregularlypurchasearehighlysegmented?Whatarethedifferentsegments?Whyissegmentationusefultothemarketerfortheseproducts?17ChapterOneSlideTheMarketingConceptConsumerResearchSegmentationMarketTargetingPositioningTheselectionofoneormoreofthesegmentsidentifiedtopursueImplementingtheMarketingConceptChapterOneSlide18TheMarketingConceptConsumerResearchSegmentationMarketTargetingPositioningDevelopingadistinctimagefortheproductinthemindoftheconsumerSuccessfulpositioningincludes:CommunicatingthebenefitsoftheproductCommunicatingauniquesellingpropositionImplementingtheMarketingConceptChapterOneSlide19TheMarketingMixMarketingMixProductPricePlacePromotion20ChapterOneSlideCustomerValue,Satisfaction,Trust,andRetention21SuccessfulRelationshipsCustomervalueHighlevelofcustomersatisfactionStrongsenseofcustomertrustCustomerretentionChapterOneSlideSuccessfulRelationshipsCustomerValueCustomerSatisfactionCustomerTrustCustomerRetentionDefinedastheratiobetweenthecustomer’sperceivedbenefitsandtheresourcesusedtoobtainthosebenefitsPerceivedvalueisrelativeandsubjectiveDevelopingavaluepropositioniscriticalValue,Satisfaction,Trust,andRetentionChapterOneSlide22DiscussionQuestionsHowdoesMcDonald’screatevaluefortheconsumer?Howdotheycommunicatethisvalue?23ChapterOneSlideSuccessfulRelationshipsCustomerValueCustomerSatisfactionCustomerTrustCustomerRetentionTheindividual'sperceptionoftheperformanceoftheproductorserviceinrelationtohisorherexpectations.Customergroupsbasedonloyaltyincludeloyalists,apostles,defectors,terrorists,hostages,andmercenariesValue,Satisfaction,Trust,andRetentionChapterOneSlide24SuccessfulRelationshipsCustomerValueCustomerSatisfactionCustomerTrustCustomerRetentionEstablishingandmaintainingtrustisessential.Trustisthefoundationformaintainingalong-standingrelationshipwithcustomers.Value,Satisfaction,Trust,andRetentionChapterOneSlide25SuccessfulRelationshipsCustomerValueCustomerSatisfactionCustomerTrustCustomerRetentionTheobjectiveofprovidingvalueistoretainhighlysatisfiedcustomers.LoyalcustomersarekeyTheybuymoreproductsTheyarelesspricesensitiveServicingthemischeaperTheyspreadpositivewordofmouthValue,Satisfaction,Trust,andRetentionChapterOneSlide26Top10RankedU.S.CompaniesinTermsofConsumers’TrustandRespectofPrivacy

Table1.2Top10CompaniesAmericanExpresseBayIBMAmazonJohnson&JohnsonHewlett-PackardU.S.PostalServiceProcterandGambleAppleNationwideChapterOneSlide26CustomerProfitability-FocusedMarketingTrackscostsandrevenuesofindividualconsumersCategorizesthemintotiersbasedonconsumptionbehaviorAcustomerpyramidgroupscustomersintofourtiers28PlatinumGoldIronLeadChapterOneSlideChapterOneSlide29THETRADITIONALMARKETINGCONCEPTVALUE-ANDRETENTION-FOCUSEDMARKETINGMakeonlywhatyoucansellinsteadoftryingtosellwhatyoumake.Usetechnologythatenablescustomerstocustomizewhatyoumake.Donotfocusontheproduct;focusontheneedthatitsatisfies.Focusontheproduct’sperceivedvalue,aswellastheneedthatitsatisfies.Marketproductsandservicesthatmatchcustomers’needsbetterthancompetitors’offerings.Utilizeanunderstandingofcustomerneedstodevelopofferingsthatcustomersperceiveasmorevaluablethancompetitors’offerings.Researchconsumerneedsandcharacteristics.Researchthelevelsofprofitassociatedwithvariousconsumerneedsandcharacteristics.Understandthepurchasebehaviorprocessandtheinfluencesonconsumerbehavior.Understandconsumerbehaviorinrelationtothecompany’sproduct.Realizethateachcustomertransactionisadiscretesale.Makeeachcustomertransactionpartofanongoingrelationshipwiththecustomer.ImpactofDigitalTechnologies30MarketersMoreproductsandservicesthroughcustomizationInstantaneousexchangesCollectandanalyzedataConsumersPowerInformationComputers,phones,PDA,GPS,smartTVChapterOneSlideTheMobileConsumerWirelessMediaMessageswillexp