ch01_Consumers Rule.pptVIP

Chapter 1Consumers Rule Opening Vignette: Gail What useful ways can marketers categorize Gail as a consumer? How do others influence Gail’s purchase decisions? What role did brand play in Gail’s surfing habits? What other factors influence Gail’s evaluation of products? What is Consumer Behavior? Consumer Behavior: 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 Role Theory: Identifies consumers as actors on the marketplace stage Consumer Behavior is a Process: Exchange: A transaction in which two or more organizations give and receive something of value Some Issues That Arise During Stages in the Consumption Process Consumer Behavior InvolvesMany Different Actors Consumer: A person who identifies a need or desire, makes a purchase, and then disposes of the product Many people may be involved in this sequence of events. Purchaser / User / Influencer Consumers may take the form of organizations or groups. Consumers’ Impact onMarketing Strategy Market Segmentation: Identifies groups of consumers who are similar to one another in one or more ways and then devises marketing strategies that appeal to one or more groups Demographics: Statistics that measure observable aspects of a population Ex.: Age, Gender, Family Structure, Social Class and Income, Race and Ethnicity, Lifestyle, and Geography A Lesson Learned Nike was forced to pull this advertisement for a running shoe after disabilities rights groups claimed the ads were offensive. How could Nike have done a better job of getting its message across without offending a powerful demographic? Market Segmentation Finely-tuned marketing segmentation strategies allow marketers to reach only those consumers likely to be interested in buying their products. Consumers’ Impact onMarketing Strategy (cont.) Relationship Marketing: Building Bonds with Consumers Relationship marketing: The strategic persp