Consumer behavior and marketing strategy 12e hawkins motherbaugh chapter 20

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 VI: CONSUMER BEHAVIOR AND

MARKETING REGULATION

Discuss regulation concerns when marketing to adults

as they relate to product and price

Learning Objectives

Legal or Not? – You Be the Judge.

 McDonald’s sponsored report cards in an

elementary school Here’s how it worked…

 McDonald’s paid for the printing and in return

 Put their logo on the report card and offered a

free Happy Meal for good grades or attendance.

Consumer Behavior In The News…

Legal or Not? – You Be the Judge.

 If you said it is LEGAL you are correct! However,

legality is only one factor.

 The school received complaints and bad PR

after a parent contacted the Campaign for a Commercial Free Childhood.

 McDonald’s retracted the sponsorship and paid

for reprinting.

 The Irony? The school approached McDonald’s

about the sponsorship!

Consumer Behavior In The News…

 CARU – Industry Self-Regulation

 Concerns about the Ability of Children to

Comprehend Commercial Messages

 Concerns about the Effects of the Content of

Commercial Messages on Children

 Controversial Marketing Activities Aimed at

Children

 Children’s Online Privacy Issues

Regulation and Marketing to Children

Self-Regulatory Body

The National Advertising Division of the Council of Better

Business Bureaus is the primary self-regulatory body of the

American advertising industry

The Children’s Advertising Review Unit (CARU) is a

special unit created by this body to review advertising aimed

Comprehension Concerns

 Two Major Issues Relating to Comprehension:

 Do Children Understand the Selling Intent of

Regulation and Marketing to Children

Concerns about the Effects of the Content of

Commercial Messages on Children

 Health and Safety

 Values

 CARU Guidelines

Regulation and Marketing to Children

Regulation and Marketing to Children

Controversial Marketing Activities Aimed at Children

 Mobile Marketing and Children

 Commercialization of Schools

 Internet Marketing and Children

Regulation and Marketing to Children

Sometimes referred to as the “Third Screen,” cell phones

are an increasingly integral part of our lives.

Marketers see younger children as the next big growth

Mobile Marketing and Children

Regulation and Marketing to Children

Commercialization of Schools

There has been ongoing concern and controversy around the

commercialization of elementary and high schools

The following are commercialization activities as classified by the Consumers Union:

 In-school Ads

 Ads in Classroom

 Corporate-sponsored Educational Materials and Programs

 Corporate-sponsored Contests and Incentives Programs

Regulation and Marketing to Children

Internet Marketing and Children

Children are major users of the Internet, and marketers use the

Internet to communicate with kids

Two major concerns have emerged:

1 Invading children’s privacy

2 Exploitation of children through

manipulative sales techniques, e.g.,

adver-games

Regulation and Marketing to Children

Children’s Online Privacy Issues

Children’s Online Privacy Protection

Act (COPPA)

Online privacy relates to collection

and use of information from websites

COPPA passed by Congress in 1998

FTC issued Children’s Online

Privacy Protection Rule (a.k.a The

Rule) in 1999

Regulation and Marketing to Children

Regulation and Marketing to Children

The following Video Clip demonstrates

the importance of regulatory and ethical

element considerations within the

context of the marketing environment

Video Application

Regulation and Marketing to Adults

Marketing Communications

 Advertising and Values

 Consumer Information Accuracy

 Adequacy of Consumer Information

Regulation and Marketing to Adults

Information Accuracy and Deception

 Deception can occur even though a direct false

claim has not been made

Direct claim

Logical implication

Pragmatic implication

 Firms can be held liable for false logical and

pragmatic implications they create

Example: Weedex fights weeds – many would understand

“fight” to mean “kill”

Regulation and Marketing to Adults

Adequacy of Consumer Information

FDA label rule deals with trans fats

Provide opportunities for some food

marketers and challenges for others

Weetabix can use trans fats as a point

of differentiation

Applications in Consumer Behavior