Consumer behavior and marketing strategy 12e hawkins motherbaugh chapter 03

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 II: EXTERNAL INFLUENCES

Understand core American cultural values

Summarize changes in self, environment, and oriented values

other-Discuss values as they relate to green marketing

Discuss values as they relate to cause-related marketing

Discuss values as they relate to marketing to gay and lesbian consumers

Are Women More Loyal Than Men?

Source: V Melnyk et al., “Are Women More Loyal Customers Than Men?,” Journal of Marketing, July 2009, pp 82-96.

Consumer Behavior In The News…

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Are Women More Loyal Than Men?

 HMM? So, if you said it depends you are right!

 Women more loyal to employees (bank teller)

 Men more loyal to company (the bank itself)

 WHY? Women focus more on close

“individual” relationships than men

Consumer Behavior In The News…

Cultural values are widely held beliefs that affirm what is

desirable

Observable shifts in behavior, including consumption

behavior, often reflect underlying shifts in cultural values.

Therefore, it is necessary to understand the underlying

value shifts in order to understand current and future

consumer behavior

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Changes in American Cultural Values

Traditional, Current, and Emerging American Values

Changes in American Cultural Values

Prescribe a society’s relationship to its

economic and technical as well as its

Reflect a society’s view of the appropriate

relationships between individuals and

groups within that society.

Other-Oriented Values

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Changes in American Cultural Values

(1) developing products whose production, use, or disposal is less harmful to the

environment than the traditional versions of the product;

(2) developing products that have a positive impact on the environment; or

(3) tying the purchase of a product to an environmental organization or event.

Elemental LED provides environmentally-friendly

Green Marketing

Green Marketing

Shades of Green Market Segments

Some highly motivated overall and will pay more for eco-friendly

•Eco-Centrists and Respectful Stewards

Some motivated by efficiency, practicality, and family

• Proud Traditionalists and Frugal Earth Mothers

Some very dismissive of environmental concerns

• Eco-Villians

As we saw earlier, values related to the environment vary

across consumers Marketers must adapt

 The FTC has updated its Green Guides relating to

environmental claims Some key elements of the revised

guides include:

• qualifying claims

• third-party certifications and seals

Thus, firms must avoid greenwashing – promoting

environmental benefits that are unsubstantiated and on which

they don’t deliver.

Green Marketing and Regulation

The following Video Clip discusses how

the Toyota Prius entered the car the

hybrid car market.

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Video Application

Cause-Related Marketing (CRM) is marketing that ties a

company and its products to an issue or cause with the goal of improving sales or corporate image while providing benefits

to the cause

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YouTube Spotlight

Orvis Catalog Commercial and its CRM

Program for Dogs

Cause-Related Marketing (CRM)

The gay market is estimated to

be approximately 7% of the

adult U.S population, or

approx 16 million people over

age18

The purchase power of the gay

market has been estimated at

$750 - $900 billion.

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Marketing to Gay and Lesbian Consumers

Many companies find the gay market to be a highly attractive segment.

Product and communication issues are major

considerations

Marketing to Gay and Lesbian Consumers

Product and Communication Issues Include:

Does the product need to be modified to meet the needs of

this market?

Should the firm advertise in gay-oriented media using its

standard ads?

Should it advertise in gay media using ads with gay themes?

To what extent should the firm be involved in gay community

Gender Identity versus Gender Roles

Gender-Based Marketing

Gender roles in the U.S

are shifting, with both

genders making many

Market Segmentation Based on Role Identity

Gender-Based Marketing

Market Segmentation

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Gender-Based Marketing

Product Strategy

Moving beyond stereotypes:

Rather than adapting colors to fit stereotypes

(e.g., pink power tools), companies are adapting

their features in ways that make their products

Marketing Communications

The top 5 social network sites for men and women:

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Gender-Based Marketing

Retail Strategy

Men are increasingly shopping for

household and other products

traditionally purchased by females,

and females are shopping for

“masculine” products such as lawn

mowers and power tools

Retailers have begun showing

very masculine men shopping for

household products and carry

power tools targeted at women

Gender-Based Marketing