消费者行为学讲义--国际名师主讲

ConsumerBehavior:MeetingChangesandChallengesCHAPTERONELearningObjectives1.ToUnderstandWhatConsumerBehaviorIsandtheDifferentTypesofConsumers.2.ToUnderstandtheRelationshipBetweenConsumerBehaviorandtheMarketingConcept,theSocietalMarketingConcept,asWellasSegmentation,Targeting,andPositioning.3.ToUnderstandtheRelationshipBetweenConsumerBehaviorandCustomerValue,Satisfaction,Trust,andRetention.4.ToUnderstandHowNewTechnologiesAreEnablingMarketerstoBetterSatisfytheNeedsandWantsofConsumers.Copyright2010PearsonEducation,Inc.publishingasPrenticeHall2ChapterOneSlideLearningObjectives(continued)5.ToUnderstandHowMarketersAreIncreasinglyAbletoReachConsumersWhereverConsumersWishtoBeReached.6.ToUnderstandHowtheWorld’sEconomicConditionIsLeadingtoConsumptionInstabilityandChange.7.ToUnderstandtheMakeupandCompositionofaModelofConsumerBehavior.8.ToUnderstandtheStructureofThisBookCopyright2010PearsonEducation,Inc.publishingasPrenticeHall3ChapterOneSlideToWhichSegmentofConsumersWillThisAdAppeal?ChapterOneSlide4Copyright2010PearsonEducation,Inc.publishingasPrenticeHallASegmentofConsumersWhoareEnvironmentallyConcernedCopyright2010PearsonEducation,Inc.publishingasPrenticeHallChapterOneSlide5ConsumerBehavior•Thebehaviorthatconsumersdisplayinsearchingfor,purchasing,using,evaluating,anddisposingofproductsandservicesthattheyexpectwillsatisfytheirneeds.Copyright2010PearsonEducation,Inc.publishingasPrenticeHall6ChapterOneSlideTwoConsumerEntitiesCopyright2010PearsonEducation,Inc.publishingasPrenticeHall7PersonalConsumer•Theindividualwhobuysgoodsandservicesforhisorherownuse,forhouseholduse,fortheuseofafamilymember,orforafriend.OrganizationalConsumer•Abusiness,governmentagency,orotherinstitution(profitornonprofit)thatbuysthegoods,services,and/orequipmentnecessaryfortheorganizationtofunction.ChapterOneSlideDevelopmentoftheMarketingConceptCopyright2010PearsonEducation,Inc.publishingasPrenticeHall8ProductionOrientationSalesOrientationMarketingConceptChapterOneSlideProductionOrientation•Fromthe1850stothelate1920s•Companiesfocusonproductioncapabilities•ConsumerdemandexceededsupplyCopyright2010PearsonEducation,Inc.publishingasPrenticeHall9ProductionOrientationSalesOrientationMarketingConceptChapterOneSlideSalesOrientation•Fromthe1930stothemid1950s•Focusonselling•SupplyexceededcustomerdemandCopyright2010PearsonEducation,Inc.publishingasPrenticeHall10ProductionOrientationSalesOrientationMarketingConceptChapterOneSlideMarketingConcept•1950stocurrent-Focusonthecustomer!•Determinetheneedsandwantsofspecifictargetmarkets•DeliversatisfactionbetterthancompetitionCopyright2010PearsonEducation,Inc.publishingasPrenticeHall11ProductionOrientationSalesOrientationMarketingConceptChapterOneSlideDiscussionQuestions1.Whattwocompaniesdoyoubelievegraspandusethemarketingconcept?2.Whydoyoubelievethis?Copyright2010PearsonEducation,Inc.publishingasPrenticeHallChapterOneSlide12SocietalMarketingConcept•Considersconsumers’long-runbestinterest•GoodcorporatecitizenshipCopyright2010PearsonEducation,Inc.publishingasPrenticeHallChapterOneSlide13TheMarketingConcept•ConsumerResearch•Segmentation•MarketTargeting•Positioning•TheprocessandtoolsusedtostudyconsumerbehaviorCopyright2010PearsonEducation,Inc.publishingasPrenticeHallEmbracingtheMarketingConceptChapterOneSlide14TheMarketingConcept•ConsumerResearch•Segmentation•MarketTargeting•Positioning•ProcessofdividingthemarketintosubsetsofconsumerswithcommonneedsorcharacteristicsCopyright2010PearsonEducation,Inc.publishingasPrenticeHallImplementingtheMarketingConceptChapterOneSlide15DiscussionQuestions1.Whatproductsthatyouregularlypurchasearehighlysegmented?2.Whatarethedifferentsegments?3.Whyissegmentationusefultothemarketerfortheseproducts?Copyright2010PearsonEducation,Inc.publishingasPrenticeHall16ChapterOneSlideTheMarketingConcept•ConsumerResearch•Segmentation•MarketTargeting•PositioningTheselectionofoneormoreofthesegmentsidentifiedtopursueCopyright2010PearsonEducation,Inc.publishingasPrenticeHallImplementingtheMarketingConceptChapterOneSlide17TheMarketingConcept•ConsumerResearch•Segmentation•MarketTargeting•Positioning•Developingadistinctimagefortheproductinthemindoftheconsumer•Successfulpositioningincludes:–Communicatingthebenefitsoftheproduct–CommunicatingauniquesellingpropositionCopyright2010PearsonEducation,Inc.publishingasPrenticeHallImplementingtheMarketingConceptChapterOneSlide18TheMarketingMixProductPricePlacePromotionMarketingMixCopyright2010PearsonEducation,Inc.publishingasPrenticeHall19ChapterOneSlideCustomerValue,Satisfaction,Trust,andRetentionCopyright2010PearsonEducation,Inc.publishingasPrenticeHall20SuccessfulRelationshipsCustomervalueHighlevelofcustomersatisfactionStrongsenseofcustomertrustCustomerretentionChapterOneSlideSuccessfulRelationships•CustomerValue•CustomerSatisfaction•CustomerTrust•CustomerRetention•Definedastheratiobetweenthecustomer’sperceivedbenefitsandtheresourcesusedtoobtainthosebenefits•Perceivedvalueisrelativeandsubjective•DevelopingavaluepropositioniscriticalCopyright2010PearsonEducation,Inc.publishi