PERCEPTION IS REALITY

Marketing 260Buyer Behaviour

with Duane WeaverWeek 1 – Introduction & Chp. 1

Today’s Outline

• Introductions• Overview of Course Outline• Overview of Course Text• Overview of Cases and Teams• Introduction to Buyer Behaviour

Introductions - Instructor

Duane Weaver– B.Comm., M.D.Ed., IESNA– CEO 2Birds1Stone– Marketing, Business & Computer Applications

Instructor– 20+ years management experience (marketing)– Manufacturing, Wholesale and Retail experience– Positions: Board of Directors, CEO, General Manager,

International Sales Manager, Business Development Manager, Regional Sales Manager, Product Manager, Market Manager, Service Manager, Parts Manager, Account Manager, Marketing/Business Consultant, Instructor

– Enjoy sailing, soccer, cycling, golf and camping

Introductions - Students

• Your name?• Something of interest about yourself?• Why are you studying marketing?

Course Text

• Consumer behavior: buying, having and being, 3rd edition. Solomon, Zaichowsky, Polegato.

• Chapter 9 (excerpts) pp. 314-357 (to be handed out) from Sheth, Mittal. (2004) Customer decisions and relationships, 2nd edition, Soutwestern Publishing.

• Case Studies: Case 1 & 2 will be available online at: http://web.mala.bc.ca/weaverd/Mark260

• Case Studies 3 through 14 will be made available as class progresses (check the class website)

Course Outline

• Case – based course.(Lecture/Case Presentation/Discussion)

• See Handout

Overview of Cases and Teams

• This course will take a case-study approach. Students will be asked to form study/case groups of 4-6 within the first week of classes.

• The groups are expected to work on the case assignments prior to each class.

• Each group will be tasked with the responsibility of preparing and presenting cases at the end of each class as determined by the instructor.

• (See http://web.mala.bc.ca/weaverd/Mark260 for team case presentation schedule)

GROUP CASE PRESENTATION/REPORTS

• Group Case presentations are due the class of the Case Analysis.

• They must be submitted in a report format as per the guidelines given by your instructor. (Please see http://web.mala.bc.ca/weaverd/mark260 )

• Late case reports (without prior arrangement and for good cause) will be assessed a 10% daily penalty, up to three calendar days. Case reports handed in late beyond three days will receive a mark of 0 for that particular assignment.

• NOTE: ALL STUDENTS on the case team will receive the same grade. Your team members will be your team for the entire course.

Case Teams/Study Group

• Please take 10 minutes to form a study team of 4 to 6 people.

• Determine a “name” for your team• One member from the team should record

a list of all of the team members names (last name, first name) and submit the list along with the “Team Name” to the instructor by end of class today (Obtain Team Form Handout from instructor).

Case Sources

• Case Studies: Case 1 & 2 will be available online at: http://web.mala.bc.ca/weaverd/Mark260

• Case Studies 3 through 14 will be indicated on the site next week.

PERCEPTION IS REALITY

Introduction to Buyer Behaviour

• Buyer vs. Consumer• Defining Buyer Behaviour• Market Segmentation• Building Buyer Bonds• What affects Buyer Behaviour

Buyer vs. Consumer

• Course Title: Buyer Behaviour– Anyone engaged in buyer behaviour

including: business, government or consumers

• Text Title: Consumer Behaviour– Has come to refer to “consumer” market,

someone who consumes products or services versus organizational buyer behaviour.

What is Buyer (consumer) Behavior

“It is the study of the processes involved when individuals or groups select,

purchase, use or dispose of products, services, ideas or experiences to satisfy

needs and desires”(Solomon, Zaichowsky, Polegato, p. 6)

Buyer Behavior

• Actors – Role Theory – decision criteria vary from role to role.

• Ongoing Process – not just a “moment of truth” focus (“the exchange”). Buyer Behavior Focuses on the entire consumption process.

• Different Actors of focus: Buyer, Decision Maker, Influencer…

Market Segmentation

• Identifying groups (segments) of buyers who are similar to one another in one or more ways.

• Examples of Segmentation:– Demographic– Geographic– SocioEconomics (social class & income)– Cultural– Psychographic/Lifestyle

Building Bonds with Consumers

• Relationship Marketing – lifetime link to brands and customers – E.g.’s?

• Database Marketing – tracking buying habits and crafting tailored products/services and messages– E.g.’s?

• Experiential Marketing – making the transaction and process meaningful, memorable, and desirable– E.g.’s?

What affects Buyer Behaviour?

Consumer Behavior, 3rd Edition, Hayer/MacInnis, p. 14

What affects Buyer Behaviour

• Consumer’s Culture• Psychological Core• Process of Making Decisions• Buyer Behaviour Outcomes

Thank You – Next Class

• Please read and prepare for the Case “Changing Consumer Perceptions of Bud Riley’s” prior to next class.

• I urge you to discuss the case “as a study group” prior to the class.

PERCEPTION IS REALITY