AB219 Marketing Unit Three Tonight’s Focus: Consumer and Business Buyer Behavior.
-
Upload
lydia-williams -
Category
Documents
-
view
216 -
download
1
Transcript of AB219 Marketing Unit Three Tonight’s Focus: Consumer and Business Buyer Behavior.
![Page 1: AB219 Marketing Unit Three Tonight’s Focus: Consumer and Business Buyer Behavior.](https://reader035.fdocuments.net/reader035/viewer/2022062805/5697bfb91a28abf838c9f842/html5/thumbnails/1.jpg)
AB219 Marketing Unit Three
Tonight’s Focus:
Consumer and Business Buyer Behavior
![Page 2: AB219 Marketing Unit Three Tonight’s Focus: Consumer and Business Buyer Behavior.](https://reader035.fdocuments.net/reader035/viewer/2022062805/5697bfb91a28abf838c9f842/html5/thumbnails/2.jpg)
What do I have to do this week?
• Reading: Chapter 5.
• Discussion: Toyota & Consumer
Buying Influences
• Career Development Activity (same format & requirements as discussions)
• U3 Quiz: “untimed” quiz
Complete by Tuesday @ 11:59 pm. (weekly deadline)
![Page 3: AB219 Marketing Unit Three Tonight’s Focus: Consumer and Business Buyer Behavior.](https://reader035.fdocuments.net/reader035/viewer/2022062805/5697bfb91a28abf838c9f842/html5/thumbnails/3.jpg)
Discussion Requirement - Setting Up 2 APA Styled Reference Sources
• Website would be structured as follows:
Ghirardelli Chocolate (2011). Ghirardelli.com. Retrieved from http://www.ghirardelli.com/about/history
• Look at the “Referencing in APA Guide,“ in doc sharing, as a guide to setting up different types of reference sources.
• Look at the “Citing in APA Guide,” in doc sharing, as a guide to citing within your assignments & projects.
• You can also simply do a Google search on how to setup a particular reference type in APA format.
![Page 4: AB219 Marketing Unit Three Tonight’s Focus: Consumer and Business Buyer Behavior.](https://reader035.fdocuments.net/reader035/viewer/2022062805/5697bfb91a28abf838c9f842/html5/thumbnails/4.jpg)
U2 Powerpoint Assignment
• How hard did you find it?
• What suggestions do you have to make it clearer on what has to be done?
• Please note that late submissions are under the late policy, out of fairness to all classmates, but better to get most points than none!
![Page 5: AB219 Marketing Unit Three Tonight’s Focus: Consumer and Business Buyer Behavior.](https://reader035.fdocuments.net/reader035/viewer/2022062805/5697bfb91a28abf838c9f842/html5/thumbnails/5.jpg)
Grades & Work DeadlinesWhen are your Grades Posted/Work Graded?• By Sunday Evening after Unit closes!!!!!!!!!!!
• Click on the individual grades to see my comments. (Particularly for the Assignments, Research Projects & Discussions)
When is your Unit Work Due? • Weekly Deadline: Tuesdays @ 11:59 pm EST. • If no documented Life or personal emergency … late policy will apply. (this policy is strictly followed out
of fairness for entire class!)
What if I have a Problem or Emergency?• If an emergency or major problem comes up…………contact me! • If deadline is missed, get in touch with me as soon as possible to discuss it.
![Page 6: AB219 Marketing Unit Three Tonight’s Focus: Consumer and Business Buyer Behavior.](https://reader035.fdocuments.net/reader035/viewer/2022062805/5697bfb91a28abf838c9f842/html5/thumbnails/6.jpg)
External Marketing Environment
• Microenvironmental actors that include:- The organization itself
- Suppliers
- Marketing Intermediaries
- Competitors
- Publics
- Customers
• Macroenvironmental Forces that inlclude:- Demographic environment- Economic environment- Natural environment- Technological environment- Political environment- Cultural environment
![Page 7: AB219 Marketing Unit Three Tonight’s Focus: Consumer and Business Buyer Behavior.](https://reader035.fdocuments.net/reader035/viewer/2022062805/5697bfb91a28abf838c9f842/html5/thumbnails/7.jpg)
TOMS Shoes & External Environment
![Page 8: AB219 Marketing Unit Three Tonight’s Focus: Consumer and Business Buyer Behavior.](https://reader035.fdocuments.net/reader035/viewer/2022062805/5697bfb91a28abf838c9f842/html5/thumbnails/8.jpg)
Marketing Mix & Macro/Micro environment
![Page 9: AB219 Marketing Unit Three Tonight’s Focus: Consumer and Business Buyer Behavior.](https://reader035.fdocuments.net/reader035/viewer/2022062805/5697bfb91a28abf838c9f842/html5/thumbnails/9.jpg)
Review of Unit Two
• How did it go? Questions or concerns?
• Instructor suggestions for Unit 3
• Questions
![Page 10: AB219 Marketing Unit Three Tonight’s Focus: Consumer and Business Buyer Behavior.](https://reader035.fdocuments.net/reader035/viewer/2022062805/5697bfb91a28abf838c9f842/html5/thumbnails/10.jpg)
Consumer Behavior
The buying behavior of people who purchase products for
personal or household use and not for business purposes.
We study consumer behavior in order to:• understand the major influences on what, where, when and how
consumers buy• be in a better position to develop marketing strategies
![Page 11: AB219 Marketing Unit Three Tonight’s Focus: Consumer and Business Buyer Behavior.](https://reader035.fdocuments.net/reader035/viewer/2022062805/5697bfb91a28abf838c9f842/html5/thumbnails/11.jpg)
Influences on Consumer Behavior
• Four Factors: 1) Cultural, 2) Social 3) Personal
& 4) Psychological.
• Figure 5.2, in ebook, exemplifies these influences.
![Page 12: AB219 Marketing Unit Three Tonight’s Focus: Consumer and Business Buyer Behavior.](https://reader035.fdocuments.net/reader035/viewer/2022062805/5697bfb91a28abf838c9f842/html5/thumbnails/12.jpg)
Culture
• Single broadest determinant of consumer behavior
• Accumulation of values, knowledge, beliefs, customs, objects, and concepts that characterizes a society
• INCLUDES Culture, Subculture and Social Class.
![Page 13: AB219 Marketing Unit Three Tonight’s Focus: Consumer and Business Buyer Behavior.](https://reader035.fdocuments.net/reader035/viewer/2022062805/5697bfb91a28abf838c9f842/html5/thumbnails/13.jpg)
Subcultures
• Groups of individuals whose values and behavior patterns are similar
• Can be based on a number of factors, including- Geography
- Demographic characteristics
- Common experiences and history
![Page 14: AB219 Marketing Unit Three Tonight’s Focus: Consumer and Business Buyer Behavior.](https://reader035.fdocuments.net/reader035/viewer/2022062805/5697bfb91a28abf838c9f842/html5/thumbnails/14.jpg)
Social Classes• Open groups of individuals with similar social rank
-Three most important factors: Education, Occupation, and Income
-Upper
-Middle
-Working
-Lower
![Page 15: AB219 Marketing Unit Three Tonight’s Focus: Consumer and Business Buyer Behavior.](https://reader035.fdocuments.net/reader035/viewer/2022062805/5697bfb91a28abf838c9f842/html5/thumbnails/15.jpg)
Social InfluencesINCLUDES THE FOLLOWING:
• Reference Groups-Groups that we do or don’t want to be associated with-Opinion leaders are important in this influence grouping-Online social networking is increasingly being used to identify one’s reference group
• Family- Strong influences, particularly in early years
• Roles and Status- Where one sees or is placed in the group hierarchy
![Page 16: AB219 Marketing Unit Three Tonight’s Focus: Consumer and Business Buyer Behavior.](https://reader035.fdocuments.net/reader035/viewer/2022062805/5697bfb91a28abf838c9f842/html5/thumbnails/16.jpg)
Personal Influences
INCLUDES THE FOLLOWING:
• Age and life cycle stage• Occupation• Economic situation• Lifestyle• Personality and self-concept
Think about the changes in consumption that take place as these personal influences change in a person’s life.
![Page 17: AB219 Marketing Unit Three Tonight’s Focus: Consumer and Business Buyer Behavior.](https://reader035.fdocuments.net/reader035/viewer/2022062805/5697bfb91a28abf838c9f842/html5/thumbnails/17.jpg)
Psychological Factors – Motivation Factors
• Self actualization• Esteem• Social• Safety• Physiological
![Page 18: AB219 Marketing Unit Three Tonight’s Focus: Consumer and Business Buyer Behavior.](https://reader035.fdocuments.net/reader035/viewer/2022062805/5697bfb91a28abf838c9f842/html5/thumbnails/18.jpg)
Psychological influences - Perception
• Selective Exposure
• Selective Distortion
• Selective Retention
![Page 19: AB219 Marketing Unit Three Tonight’s Focus: Consumer and Business Buyer Behavior.](https://reader035.fdocuments.net/reader035/viewer/2022062805/5697bfb91a28abf838c9f842/html5/thumbnails/19.jpg)
Psychological Influences - Learning
• Change in behavior resulting from experience & information
• Begins with-Drive or Need-Cue- can be turned on by any sense-Response-Reinforcement-Generalization
![Page 20: AB219 Marketing Unit Three Tonight’s Focus: Consumer and Business Buyer Behavior.](https://reader035.fdocuments.net/reader035/viewer/2022062805/5697bfb91a28abf838c9f842/html5/thumbnails/20.jpg)
Psychological Influences - Beliefs and Attitudes
• Beliefs-Descriptive and objective thought about something-Based on knowledge, opinion or faith-Does not carry emotional baggage that an attitude does
• Attitudes-Hard Direction to Change, but do-able- A belief linked to an emotion
![Page 21: AB219 Marketing Unit Three Tonight’s Focus: Consumer and Business Buyer Behavior.](https://reader035.fdocuments.net/reader035/viewer/2022062805/5697bfb91a28abf838c9f842/html5/thumbnails/21.jpg)
A Few Other Consumer Behavior Concepts to Learn
• Consumer Buying Decision Process • Stages in the Consumer Adoption Process• Consumer Adoption Categories• What are the differences between Consumer &
Organizational Buying Behavior?
![Page 22: AB219 Marketing Unit Three Tonight’s Focus: Consumer and Business Buyer Behavior.](https://reader035.fdocuments.net/reader035/viewer/2022062805/5697bfb91a28abf838c9f842/html5/thumbnails/22.jpg)
Consumer Decision Process 1. Problem Recognition
2. Information SearchInternalExternal
3. Evaluation of Alternativesconsideration setevaluative criteria
4. Purchase
5. Post Purchase EvaluationCognitive Dissonance
![Page 23: AB219 Marketing Unit Three Tonight’s Focus: Consumer and Business Buyer Behavior.](https://reader035.fdocuments.net/reader035/viewer/2022062805/5697bfb91a28abf838c9f842/html5/thumbnails/23.jpg)
Stages in Consumer Adoption Process
1. Awareness
2. Interest
3. Evaluation
4. Trial
5. Adoption
![Page 24: AB219 Marketing Unit Three Tonight’s Focus: Consumer and Business Buyer Behavior.](https://reader035.fdocuments.net/reader035/viewer/2022062805/5697bfb91a28abf838c9f842/html5/thumbnails/24.jpg)
Adopter Categories – “Diffusion”
• Innovators• Early Adopters• Early Majority• Late Majority• Laggards
• One Note: You can fall into different categories depending on the product we are talking about.
![Page 25: AB219 Marketing Unit Three Tonight’s Focus: Consumer and Business Buyer Behavior.](https://reader035.fdocuments.net/reader035/viewer/2022062805/5697bfb91a28abf838c9f842/html5/thumbnails/25.jpg)
Organizational Buying Behavior
• Different from consumer buying-Purchases are used to produce goods or services-Used to resell or rent to consumers
• Fewer buyers, but larger
• Process is more complex and involves more people than the consumer buying process
• Buying situations-New-task purchases-Straight rebuy-Modified rebuy
![Page 26: AB219 Marketing Unit Three Tonight’s Focus: Consumer and Business Buyer Behavior.](https://reader035.fdocuments.net/reader035/viewer/2022062805/5697bfb91a28abf838c9f842/html5/thumbnails/26.jpg)
What do I have to do this week?
• Reading: Chapter 5.
• Discussion: Toyota & Consumer
Buying Influences
• Career Development Activity (same format & requirements as discussions)
• U3 Quiz: “untimed” quiz
Complete by Tuesday @ 11:59 pm. (weekly deadline)
![Page 27: AB219 Marketing Unit Three Tonight’s Focus: Consumer and Business Buyer Behavior.](https://reader035.fdocuments.net/reader035/viewer/2022062805/5697bfb91a28abf838c9f842/html5/thumbnails/27.jpg)
Any Questions?
Thank you for attending!
See you next week .... Same Place, Same Time!