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

PART I: INTRODUCTION

Target Marketing Just Your Average Triathlete?

Target Marketing Just Your AverageTriathlete?

 Key Target Market: Higher income corporate

executives who spend heavily on the sport.

Consumer Behavior In The News…

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

Consumer Behavior and Marketing Strategy

United Way Campaign

Provides an Example of

Social Marketing

Courtesy United Way of Metropolitan Chicago

Applications in Consumer Behavior

Marketing Strategy and Consumer Behavior

Market segmentation

is a portion of a larger

market whose needs

differ from the larger

market

Market Segmentation

Market Segmentation Involves Four Steps:

1 Identifying Product-Related Need Sets

2 Grouping Customers with Similar Need Sets

3 Describing Each Group

4 Selecting an Attractive Segment(s) to Serve

Market Segmentation

Market Segmentation

 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

The following Video Clip shows how

digital signage (the communications

element) keeps the marketing message

fresh!

Video Application

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.

Consumer Decisions

1 Firm Outcomes

2 Individual Outcomes

3 Society Outcomes

Outcomes

Creating Satisfied Customers

Outcomes

Overall Conceptual Model of Consumer Behavior

The Nature of Consumer Behavior

External Influences

• Culture

• Demographics and social stratification

• Ethnic, religious, and regional subcultures

• Families and households

• Groups

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

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.

The Nature of Consumer Behavior

 Consumption has meaning beyond satisfaction

of minimum or basic consumer needs