Consumer behavior and marketing strategy 12e hawkins motherbaugh chapter 01

PART ONE Introduction Chapter One Consumer Behavior and Marketing Strategy PART TWO External Influences Chapter Two Cross-Cultural Variations in Consumer Behavior Chapter Three The Changing American Society: Values Chapter Four The Changing American Society: Demographics and Social Stratification Chapter Five The Changing American Society: Subcultures Chapter Six The American Society: Families and Households Chapter Seven Group Influences on Consumer Behavior PART TWO Cases Cases 2–1 through 2–9 PART THREE Internal Influences Chapter Eight Perception Chapter Nine Learning, Memory, and Product Positioning Chapter Ten Motivation, Personality, and Emotion Chapter Eleven Attitudes and Influencing Attitudes Chapter Twelve Self-Concept and Lifestyle PART THREE Cases Cases 3–1 through 3–9 PART FOUR Consumer Decision Process Chapter Thirteen Situational Influences Chapter Fourteen Consumer Decision Process and Problem Recognition Chapter Fifteen Information Search Chapter Sixteen Alternative Evaluation and Selection Chapter Seventeen Outlet Selection and Purchase Chapter Eighteen Postpurchase Processes, Customer Satisfaction, and Customer Commitment PART FOUR Cases Cases 4–1 through 4–7 PART FIVE Organizations as Consumers Chapter Nineteen Organizational Buyer Behavior PART FIVE Cases Cases 5–1 and 5–2 PART SIX Consumer Behavior and Marketing Regulation Chapter Twenty Marketing Regulation and Consumer Behavior PART SIX Cases Cases 6–1 and 6–2 Appendix A Consumer Research Methods Appendix B Consumer Behavior Audit

CHAPTER 01 Consumer Behavior and Marketing Strategy McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc All rights reserved PART I: INTRODUCTION 1-2 Learning Objectives Define consumer behavior L01 L01 Summarize the applications of consumer behavior L02 L02 Explain how consumer behavior can be used to develop marketing strategy L03 L03 Explain the components that constitute a conceptual model of consumer behavior L04 L04 Discuss issues involving consumption meanings and firm attempts to influence them L05 L05 1-3 Consumer Behavior In The News… Target Marketing Just Your Average Triathlete?  Can you predict the demographics of the average triathlete?  Income:  Age:  Gender:  Marital Status: Source: N Zmuda, “Forget Golf,” Advertising Age, October 10, 2011, p 1-4 Consumer Behavior In The News… Target Marketing Just Your AverageTriathlete?   Demographics of the average triathlete?  Income: $126,000  Age: 38 Years Old  Gender: 60% Male  Marital Status: 63% Married Key Target Market: Higher income corporate executives who spend heavily on the sport Source: N Zmuda, “Forget Golf,” Advertising Age, October 10, 2011, p 1-5 Consumer Behavior and Marketing Strategy Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society 1-6 Applications in Consumer Behavior Marketing Strategy Regulatory Policy Social Marketing Informed Individuals 1-7 Applications in Consumer Behavior United Way Campaign Provides an Example of Social Marketing Courtesy United Way of Metropolitan Chicago 1-8 Marketing Strategy and Consumer Behavior 1-9 Market Analysis Components The Consumers The Company The Competitors The Conditions 1-10 Market Segmentation Market segmentation is a portion of a larger market whose needs differ from the larger market 1-11 Market Segmentation Market Segmentation Involves Four Steps: Identifying Product-Related Need Sets Grouping Customers with Similar Need Sets Describing Each Group Selecting an Attractive Segment(s) to Serve 1-12 Market Segmentation 1-13 Marketing Strategy  Marketing Strategy is the answer to the question: How will we provide superior customer value to our target market?  This requires the formulation of a consistent marketing mix, which includes the Product Communications Price Distribution, and Services 1-14 Video Application The following Video Clip shows how digital signage (the communications element) keeps the marketing message fresh! 1-15 1-16 Consumer Decisions The consumer decision process intervenes between the marketing strategy, as implemented in the marketing mix, and the outcomes The firm can succeed only if consumers see a need that its product can solve, become aware of the product and its capabilities, decide that it is the best available solution, proceed to buy it, and become satisfied with the result of the purchase 1-17 Outcomes Firm Outcomes Individual Outcomes Society Outcomes 1-18 Outcomes Creating Satisfied Customers Pella Windows on Creating Satisfied Customers through Quality YouTube Spotlight 1-19 The Nature of Consumer Behavior Overall Conceptual Model of Consumer Behavior 1-20 The Nature of Consumer Behavior External Influences • Culture • Demographics and social stratification • Ethnic, religious, and regional subcultures • Families and households • Groups 1-21 The Nature of Consumer Behavior Internal Influences • Perception • Learning • Memory • Motives • Personality • Emotions • Attitudes 1-22 The Nature of Consumer Behavior Self-Concept and Lifestyle Self-concept is the totality of an individual’s thoughts and feelings about oneself Lifestyle is how one lives, including the products one buys, how one uses them, what one thinks about them, and how one feels about them 1-23 The Nature of Consumer Behavior Situations and Consumer Decisions Consumer decisions result from perceived problems and opportunities Consumer problems arise in specific situations and the nature of the situation influences the resulting consumer behavior Using Outdoor Media to Trigger Problem Recognition 1-24 The Meaning of Consumption  Consumption has meaning beyond satisfaction of minimum or basic consumer needs  Symbolic needs  Status  Identity  Group acceptance 1-25 ... Learning Objectives Define consumer behavior L01 L01 Summarize the applications of consumer behavior L02 L02 Explain how consumer behavior can be used to develop marketing strategy L03 L03 Explain... October 10, 2011 , p 1-5 Consumer Behavior and Marketing Strategy Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose... ideas to satisfy needs and the impacts that these processes have on the consumer and society 1-6 Applications in Consumer Behavior Marketing Strategy Regulatory Policy Social Marketing Informed Individuals