mkt - consumer analysis市場(chǎng)與消費(fèi)者分析

BizEnglishMarketingIOutline1Whatismarketing?2Consumeranalysis2.1Somebasicconcepts2.2Five-stagebuyingprocess2.3Factorsaffectingconsumerbehavior-onemodel2.4thePSSPmodel3consumeranalysisII3.1Customerbenefit3.2Aproductoffersbothfunctionalandpsychologicalbenefits.3.3Benefitsratingfrom1(low)to5(veryhigh)accordingtotheirimportanceforthecustomer3.4Highandlowinvolvementbenefits3.5Userandpurchaserbenefit3.6CustomerprofileRevisionquestions1Whatismarketing?1.1DefinitionsofmarketingDoyouagreetothefollowingtwoideas?Howwouldyoudefinemarketing?Marketingisaseriesoftacticsorgimmicks.“Marketing”and“sales”or“marketing”and“advertisingaresynonymous.Marketingisthemanagementprocessthatidentifies,anticipatesandsatisfiescustomerrequirementsprofitably.---TheCharteredInstituteofMarketingThedeliveryofcustomersatisfactionataprofit.--BusinessEnglish,P152theactivity,setofinstitutions,andprocessesforcreating,communicating,delivering,andexchangingofferingsthathavevalueforcustomers,clients,partners,andsocietyatlarge.thetotalofactivitiesinvolvedinthetransferofgoodsfromtheproducerorsellertotheconsumerorbuyer,includingadvertising,shipping,storing,andselling.thebusinessactivityofpresentingproductsorservicestopotentialcustomersinsuchawayastomakethemeagertobuy.

Marketingincludessuchmattersasthepricingandpackagingoftheproductandthecreationofdemandbyadvertisingandsalescampaigns.Theprocessofplanning,executing,andcontrollingtheconception,pricing,promotion,anddistributionofideas,goods,andservicestocreateexchangesthatsatisfyindividual,organizational,andsocietalobjectives.

---AmericanMarketingAssociationDefinitionMarketingisthesocialprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingproductsandvaluewithothers.---PhillipKotlerDiscussion:Whatarethebasicsofmarketingthatdonotchangewiththetimes?Whatarethechangesintheinternetage?MoreefficienttechnologiesCustomers’costoptionsInter-customerscommunicationLowercostofentry1.2Whattodo?FivestepsofmarketingConsumeranalysisMarketanalysisProductanalysisPricingstrategiesDistributionanalysis2ConsumerAnalysis2.1Somebasicconcepts:Howdoyouunderstand?Consumer/Customer;ConsumermarketConsumerbuyingprocessNeedsWantsDrive2.2Five-stagebuyingprocessNeedrecognitionAlternativesearchAlternativeevaluationPurchasedecisionPost-purchasefeelings2.3Factorsaffectingconsumerbehavior-onemodelWhatmightbetheaffectingfactors?PurchaseofA380sbySouthernAirline(3/5)?2.4thePSSPmodelCasestudy1:ChryslerAdsforHaynesJeep-Chryslerfeaturetheslogan,“CometoHaynes,wherethefunbegins”.

Towhatconsumerneeddoesthissloganappeal?Casestudy2:Babydriver

WhatdoestheadforSubarufocuson?In"BabyDriver,"weseealovingandcaringdadtalkingtohisdaughterwho'sabouttotakethecaroutforadrive

somewhere.Sheobviouslyisafairlynew,ifnotfirsttimedriver.Herunsherthroughthechecklistofwhattodoandwhatnottodowithgenuineconcernandlove.Thetwististhatthegirlweseeinthedriver'sseatisabout6yearsold.

3ConsumeranalysisII3.1CustomerbenefitDefinition:Acustomerbenefitisthevalueyourproductoryourservicegivestothecustomer.Customerbenefit=Sales=Profit

Types:Functionalandpsychologicalbenefits

3..1.1FunctionalbenefitAfunctionalbenefitismeasuredinmoney,time,duration,orphysicalmeasures3.1.2PsychologicalbenefitApsychologicalbenefitgivestothecustomerapleasantfeelingsuchasselfesteemfeelingofpowerpleasantviewandsoon3.2Aproductoffersbothfunctionalandpsychologicalbenefits.3.3Benefitsratingfrom1(low)to5(veryhigh)accordingtotheirimportanceforthecustomer

3.4Highandlowinvolvementbenefits

Definition:Ifaconsumerpaysattentioninbuyingaproduct,thenitisconsideredasahighinvolvementproduct.Ifhedoesnotpaytoomuchattention,thereisalowinvolvementproduct.Arethesefunctionalorpsychologicalbenefitsquiteimportantforthecustomer?theproducttogivethegreaterbenefittotheconsumermustgatherthreecharacteristics:Functionalbenefits,psychologicalbenefits,highinvolvementfeatures

Casestudy:Pleaseanalyzetheinvolvementlevelofthefollowinggoods:carsdrugsfashionabledressnewspaper3.5UserandpurchaserbenefitbusinesstobusinessbusinesstoconsumerCasestudyTimesago,theFrenchchickenswerescarcelypresentedontheGermanmarket.Nevertheless,theGermanconsumersweresayingthattheypreferredtheFrenchchickens.Whatmighthavehappened?

TheGermanwholesalerswerereluctanttobuyFrenchchickensbecausetheproductwaspackagedinboxweightingtwentyfivekilos.Astheyemployedyoungpeopleintheirstores,theyhadbettertobuytotheDaneswhopackagedtheirchickensbytenkilosonly.WhentheFrenchproducersadoptedthispackaging,theirsalesbegantoshootupontheGermanmarket.3.6CustomerprofileDefinitionThecustomerprofiledescribesthecharacteristicsofthecustomerwhocouldreallybenefitofyourproductorservice.Businesstoconsumer:Themaincharacteristicsarequiteunlimited:Geographicarea,age,sex,e,levelofstudy,employmentandsoon.Businesstobusiness:Themaincharacteristicsarethecompanysize,theproductsorservices,theleveloftechnology,theturnover,thestaffnumber,thelocationandsoon.CasestudyCanyoudefinetheconsumerprofileofsurfboardsfromthefollowingaspects?Demographic