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Chapter 1 - Introduction to Consumer Behavior
1.
Copyright © 2006 Pearson
Education Canada Inc. Chapter 1 Introduction to Consumer Behaviour Consumer Behaviour Canadian Edition Schiffman/Kanuk/Das
2.
Copyright © 2006
Pearson 1-2 Opening Vignettes Tim Horton’s started in 1964 • Merged with Wendy’s in 1999 • Has operations in several states in the US • Mercedes Who is likely to be the typical buyer of Smart?
3.
Copyright © 2006
Pearson 1-3 Consumer Behaviour The behaviour that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs.
4.
Copyright © 2006
Pearson 1-4 Personal Consumer The 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.
5.
Copyright © 2006
Pearson 1-5 Development of the Marketing Concept Production Concept Selling Concept Product Concept Marketing Concept
6.
Copyright © 2006
Pearson 1-6 The Production Concept Assumes that consumers are interested primarily in product availability at low prices Marketing objectives: – Cheap, efficient production – Intensive distribution – Market expansion
7.
Copyright © 2006
Pearson 1-7 The Product Concept Assumes that consumers will buy the product that offers them the highest quality, the best performance, and the most features Marketing objectives: – Quality improvement – Addition of features Tendency toward Marketing Myopia
8.
Copyright © 2006
Pearson 1-8 The Selling Concept Assumes that consumers are unlikely to buy a product unless they are aggressively persuaded to do so Marketing objectives: – Sell, sell, sell Lack of concern for customer needs and satisfaction
9.
Copyright © 2006
Pearson 1-9 The Marketing Concept Assumes that to be successful, a company must determine the needs and wants of specific target markets and deliver the desired satisfactions better than the competition Marketing objectives: –Profits through customer satisfaction
10.
Copyright © 2006
Pearson 1-10 Business Leaders Who Understood Consumer Behaviour Alfred Sloan, General Motors Colonel Sanders, KFC Ray Kroc, McDonald’s
11.
Copyright © 2006
Pearson 1-11 Implementing the Marketing Concept Consumer Research Segmentation Targeting Positioning
12.
Copyright © 2006
Pearson 1-12 Segmentation, Targeting, and Positioning Segmentation: process of dividing the market into subsets of consumers with common needs or characteristics Targeting: selecting one ore more of the segments to pursue Positioning: developing a distinct image for the product in the mind of the consumer
13.
Copyright © 2006
Pearson 1-13 Successful Positioning Communicating the benefits of the product, rather than its features Communicating a Unique Selling Proposition for the product
14.
Copyright © 2006
Pearson 1-14 The Marketing Mix Product Price Place Promotion
15.
Copyright © 2006
Pearson 1-15 The Societal Marketing Concept All companies prosper when society prospers. Companies, as well as individuals, would be better off if social responsibility was an integral component of every marketing decision. Requires all marketers adhere to principles of social responsibility.
16.
Copyright © 2006
Pearson 1-16 Digital Revolution in the Marketplace Allows customization of products, services, and promotional messages like never before Enhances relationships with customers more effectively and efficiently Has increased the power of customers and given them access to more information
17.
Copyright © 2006
Pearson 1-17 Digital Revolution in the Marketplace - Continued The exchange between consumers and marketers has become more interactive May affect the way marketing is done
18.
Copyright © 2006
Pearson 1-18 Changes brought on by the digital revolution Changes in segmentation strategies Re-evaluation of promotional budgets – reduced impact of television? – More internet-based promotion? Integrated marketing becomes critical – Using off-line promotions to drive consumers to company’s website (and vice-a-versa) » Continued
19.
Copyright © 2006
Pearson 1-19 Changes brought on by the digital revolution - continued Revamping distribution systems – Direct distribution becomes more of an option Pricing methods may need to be re- evaluated – Comparison shopping made easier Consumer research methods may change – How do you measure web-based promotions?
20.
Copyright © 2006
Pearson 1-20 Why study consumer behaviour? Understanding consumer behaviour will help you become better marketers as it is the foundation for Segmenting markets Positioning products Developing an appropriate marketing continued
21.
Copyright © 2006
Pearson 1-21 Why study consumer behaviour? Knowledge of consumer behaviour is essential for non-profit organizations – Non profits have different customers to please – Donors, users, volunteers, general public, government » continued
22.
Copyright © 2006
Pearson 1-22 Why study consumer behaviour? Public service initiatives have to be based on an understanding of consumer behaviour – Canada’s largest advertiser is the federal government – Most government initiatives (e.g., antismoking campaigns) need a knowledge of consumer behaviour to succeed » continued
23.
Copyright © 2006
Pearson 1-23 Why study consumer behaviour? Better understanding of our own consumption behaviour
24.
Copyright © 2006
Pearson 1-24
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