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CHAPTER ONE

Consumer Behavior

and Marketing Strategy

Consumer Behavior

and Marketing StrategyMcGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. ll rights reser 

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g gy

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CHAPTER 1

What is Consumer Behavior?

  The study o individua!s" grou#s" ororgani$ations and the #ro%esses they use

to se!e%t" se%ure" use" and dis#ose o

 #rodu%ts" servi%es" eerien%es" or ideasto satisy needs and the im#a%ts that

these #ro%esses have on the %onsumer

and so%iety'

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CHAPTER 1

Why study %onsumer (ehavior?

) Consumer (ehavior theory #rovides themanager *ith the #ro#er +uestions to ask 

) Marketing #ra%ti%e designed to in!uen%e%onsumer (ehavior in!uen%es the irm"the individua!" and so%iety

) A!! marketing de%isions and regu!ations

are (ased on assum#tions a(out%onsumer (ehavior 

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CHAPTER 1

A##!i%ations o Consumer Behavior 

) Marketing Strategy) Regu!atory Po!i%y

) So%ia! Marketing

) ,normed ,ndividua!s

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CHAPTER 1

Marketing Strategy - Consumer Behavior 

) Creating Customer .a!ue/

The dieren%e (et*een a!! the (eneits

derived rom a tota! #rodu%t and a!! the

%osts o a%+uiring those (eneits'

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CHAPTER 1

Marketing Strategy - Consumer Behavior 

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CHAPTER 1

Consumer ,nsight 010

) What servi%es %ou!d (e%ome eerien%e1

 #rovoking events? Ho* *ou!d they do this?) Ho* %an retai!ers" in%!uding ,nternet out!ets"

 #rovide their %ustomers eerien%es?

) What *ou!d a store !ike Niketo*n 2or a !o%a!sho##ing ma!! in your area3 have to do to %har 

ge admission or %ustomers to enter?

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Market Ana!ysis Com#onents

) The Consumers

) The Com#any

) The Com#etitors) The Conditions

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Market Segmentation

) Market Segment/ a #ortion o a !arger

market *hose needs dier some*hatrom the !arger market'

) 4our ste#s to segmentation/

) ,dentiy #rodu%t1re!ated need sets) 5rou# %ustomers *ith simi!ar need sets

) 6es%ri(e ea%h grou#

) Se!e%t an attra%tive segment2s3 to serve

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CHAPTER 1

Market Segment Attra%tiveness

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CHAPTER 1

Marketing Strategy

) Ho* *i!! *e #rovide su#erior %ustomer

va!ue to our target market?) Marketing Mi&

) The Produ%t

) Communi%ations

) Pri%e

) 6istri(ution

) Servi%e

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Out%omes

) 4irm/

) Produ%t #ositioning) Sa!es

) Customer Satisa%tion

) ,ndividua!/)  Need Satisa%tion) ,n7urious Consum#tion

) So%iety/) E%onomi%

) Physi%a! Environment

) So%ia! We!are

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CHAPTER 1

Creating Satisied Customers

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CHAPTER 1

Overa!! Mode! O Consumer Behavior 

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CHAPTER 1

Consumer ,nsight 018

) What does the %onsum#tion o a #rodu%t

!ike Nikes mean to Andre?) What does this story say a(out our

so%iety and the im#a%t and ro!e o marke

ting?