Consumer Behavior And Marketing Strategy

1-1 Results Individual Company Society Consumer Decision Process Problem Identification Information Search Alternative Evaluation Purchase Evaluation Marketing Strategy Product; price distribution, promotion Services Marketing segment identification Defining product needs Defining groups Defining customer needs Select the attractiveness of each segment(s). Target Marketing Analyst Company Competitive Terms Customers Copyright © 2001 The McGraw-Hill Companies, Inc. All rights reserved.

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1-2 Quality Score* Segment Size _______ Segment Growth Rate _______ Competitiveness _______ Customer Satisfaction with Existing Products _______ Fits Company Image _______ Fits Company Goals _______ Fits Company Resources _______ Distribution Capacity ____ Preset ____ Available Services _____ Available Benefits ___ _______ Available communication channels _______ Risk _______ Other (_________________) _______ * Score from 1 to 10, 10 being the most favorable.

1-5 External Influences Culture Cultural Type Demographics Social Status Reference Groups Family Marketing Activities Experiences and Situations Purchase Problem Identification Information Search Alternative Evaluation and Selection Store Selection and Post-Purchase Shopping Process Self-Concept and Unbiased Learning Behavior Autonomous and Copyright 2001 by The McGraw-Hill Companies Inc. All rights reserved.

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Summarize the applications of consumer behavior Explain how consumer behavior can be used to develop marketing strategies. Describe the components that make up a conceptual model of consumer behavior. Discuss the issues they touch on Defining consumption and firm effort 1-3

Target market. Just your average triathlete? Can you guess the demographics of the average triathlete? Income: Age: Gender: Marital Status: Source: N. Zmuda, “Forget Golf,” Advertising Age, October 10, 2011, p. 8. 1-4

Target market. Just your average triathlete? Demographics of the average triathlete. Income: $126,000 Age: 38 Gender: 60% Male Marital Status: 63% Married Primary Target Market: High-income corporate executives who exercise a lot. Source: N. Zmuda, “Forget Golf,” Advertising Age, October 10, 2011, p. 8. 1-5

New: Consumer Behavior: Building Marketing Strategy By Hawkins 12th Intl Ed 9780077645557

Consumer behavior is individual; groups or organizations and products; services; experiences or ideas and products; services; selection of experiences or ideas and their impact on society; get This study the processes they use and satisfactory. . 1-6

11 Market Segmentation Market segmentation is a segment of a larger market that has different needs from the larger market. 1-11

Identifying product needs Grouping customers with similar needs Selecting an attractive segment to serve each group 1-12

14 Marketing strategy Marketing strategy is the answer to the question: How can we provide outstanding customer value to our target market? This requires creating a consistent marketing mix that includes product communication pricing and services 1-14.

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15 Video Application The following video clip shows how digital signage (a communication element) can keep a marketing message fresh. 1-15

17 Consumer decisions The consumer decision process mediates between the marketing strategy and the results achieved in the marketing mix. If customers see a need that the company can solve with its product. Raise awareness of the product and its capabilities; decide that it is the best available solution and buy it; The purchase can only be successful if you are satisfied with the result. 1-17

Self-concept and lifestyle Self-concept is the sum of an individual’s thoughts and feelings about it. Lifestyle is what products they buy. how to use them; It is how a person lives, including how he thinks about himself and how he feels about himself. 1-23

Situations and consumer decisions Consumer decisions arise from perceived problems and opportunities. Consumer problems arise in specific situations, and the nature of the situation influences consumer behavior. Using external media for troubleshooting 1-24.

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Consumption goes beyond the satisfaction of consumers’ minimal or basic needs Symbolic needs Status Identity Group Acceptance Compare Consumer Insights 1-2 (p.28) 1-25

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3 Introduction. The success of Japanese companies is based on excellent customer service, providing customers with valuable products, and focusing on high-quality Japanese products at low prices.

4 Introduction. Significant growth in qualitative consumer and marketing research has made it possible to track consumer responses using technology to identify and understand consumers.

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Human beings exchange aspects of their lives with intelligence; The dynamic interplay and interaction of behavior and environment.

It includes the thoughts and feelings people experience and the actions they take during the consumption process.

Consumer behavior is dynamic; thoughts of individual consumers; Feelings and actions affect consumer groups; Targeted consumer groups and society as a whole are constantly changing. The need for continuous consumer research and analysis makes it difficult to develop marketing strategies.

Consumer behavior is people’s thoughts. Interactions between feelings and actions include the environment. Marketers need to understand what products and brands mean to consumers; You need to understand what consumers need to do to get them to buy. This purchase, If it has any effect on the purchase and use;

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The main approaches to the study of consumer behavior are interpretive, relying on the theories and methods of cultural anthropology, which aim to understand the meaning of consumption, and the research methods are focus groups and longitudinal interviews.

Traditional understanding The aim is to explain consumer decision-making and behavior based on the theories and methods of social and behavioral psychology and sociology.

Based on the theories and methods of economics and statistics, the goal of marketing science is to predict consumer choices and behaviors. Study methods include mathematical modeling and simulation.

Marketing organizations Businesses trying to sell products Government and political organizations that interact with consumers The main problem is tracking and managing interactions between marketing organizations and consumers.

Solved Describe The Reciprocal Interactions Of These

These include consumers and institutional buyers who exchange resources for various goods and services in which they are interested.

What they think Develop and present marketing incentives to selected target markets to influence how they view consumers and greater societal influence.

21 Summary The concept of marketing was clarified and previous questions were discussed. Aspects of consumer behavior were presented. Three main methods of consumer behavior research were presented. The role of consumer behavior in marketing strategy is identified with the help of behavioral knowledge and research. discussed.

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Market Research And Consumer Behavior

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Consumer Behavior And Marketing Strategy