Basic Marketing – Chapter 06Supplementary PowerPoint Archive

This is an archive of photos and exhibits from the text and additional graphics and exhibits as referenced in the Basic Marketing Multimedia Lecture Guides.

See the Basic Marketing Multimedia Lecture Support Package for additional detail and teaching suggestions.

For use only with Perreault/Cannon/McCarthy. These images may not be redistributed or used for any other purpose without permission of the publisher, McGraw-Hill/Irwin, The McGraw-Hill Companies, Inc.

McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.

iPod opening photo6-2

Exhibit 6-1: Consumer Behavior for Marketing Strategy Planning

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Exhibit 6-2: Model of Influences on Consumer Behavior

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Geico and Healthy Choice ads

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Exhibit 6-3: Possible Needs Motivating a Person to Some Action

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Exhibit 6-4: The PSSP Hierarchy of Needs6-7

Volvo ad6-8

Harley-Davidson ad

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Exhibit 6-5: The Learning Process6-10

Apple Beer ad

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Beef ad

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Cartridge World ad

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Exhibit 6-6: Lifestyle Dimensions (and some related demographic dimensions)

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Betty Crocker Pour &

Frost ad

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Burger King photo6-16

Jockey underwear

ad

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Kaboodle.com website6-18

Amazon.com website6-19

Expedia.com ad

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Cross Pen ad

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Exhibit 6-7: An Expanded Model of Consumer Behavior

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Exhibit 6-8: Consumer Problem Solving6-23

Exhibit 6-9: Problem-Solving Continuum6-24

Minute Maid Pomegranate Blueberry

Juice ad

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McDonald’s (in Saudi Arabia) photos6-26

iPod photo 6-27

Examples of Economic Needs

Economy of purchase or use

Convenience

Efficiency in operation or use

Dependability in use

Improvement in earnings

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Simplified Buyer Behavior Model6-29

Psychological (intra-personal) Variables

Motivation

Perception

Learning

Attitudes and beliefs

Personality

Lifestyle (psychographics)

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ThermaCare and

Diamond ads

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Red Gold Tomatoes billboard 6-32

Wrigley Cool Green Apple gum ad

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Harley-Davidson

ad

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Social (intra-personal) Influences on Consumers

Family

Reference groups

Social class

Culture and subculture

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Characteristics and Relative Size of Different Social Class Groups in the United States

Relative size Group Some (abbreviated) characteristics

Upper-class

Upper-middleclass

Lower-middleclass*

Upper-lower(working) class*

Lower-lowerclass

1.5%

12.5%

32%

38%

16%

People from old wealthy families and socially prominent new rich...

Small business people, teachers, office workers, technicians--the typical white collar workers...

The blue collar workers--factory workers, skilled laborers, and service people…most earn good incomes...

Unskilled laborers and people in very low status occupations

* America’s mass market

Successful professionals and managers, community minded and ambitious for their children…

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Characteristics and Attitudes of Middle and Lower Classes

Middle classes

Plan and save for the future

Analyze alternatives

Understand how the world works

Feel they have opportunities

Willing to take risks

Confident about decision making

Want long-run quality or value

Lower classes Live for the present Feel what is best Have simplistic ideas

about how things work Feel controlled by the

world Play it safe Want help with decision

making Want short-run

satisfaction

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Crest kid set 6-38

Epinions.com website6-39

Columbia Sportswear ad

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Relation of Decision-Making Process, Adoption Process, and Learning (given a problem)

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Social Influences

Affect Consumer

Behavior

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Limited or Extensive Problem Solving?

Try Triaminic – the widest range of symptom-specific children’s cold formulas. So you can choose exactly the medicine your child needs, with no side effects from unnecessary ingredients.

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