Chap001消费者行为学.pptxVIP

CHAPTER 01 Consumer Behavior and Marketing Strategy McGraw-Hill/Irwin Copyright ? 2013 by The McGraw-Hill Companies, Inc. All rights reserved. 1-2 Define consumer behavior Summarize the applications of consumer behavior Explain how consumer behavior can be used to develop marketing strategy Explain the components that constitute a conceptual model of consumer behavior Discuss issues involving consumption meanings and firm attempts to influence them 1-3 Target Marketing. Just Your Average Triathlete? Can you predict the demographics of the average triathlete? Income: Age: Gender: Marital Status: Source: N. Zmuda, “Forget Golf,” Advertising Age, October 10, 2011, p. 8. 1-4 Target Marketing. Just Your AverageTriathlete? Demographics of the average triathlete? Income: $126,000 Age: 38 Years Old Gender: 60% Male Marital Status: 63% Married Key Target Market: Higher income corporate executives who spend heavily on the sport. Source: N. Zmuda, “Forget Golf,” Advertising Age, October 10, 2011, p. 8. 1-5 Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. 1-6 Marketing Strategy Regulatory Policy Social Marketing Informed Individuals 1-7 1-16 The Consumers The Company The Competitors The Conditions 1-17 Market segmentation is a portion of a larger market whose needs differ from the larger market. 1-18 Market Segmentation Involves Four Steps: Identifying Product-Related Need Sets Grouping Customers with Similar Need Sets Describing Each Group Selecting an Attractive Segment(s) to Serve 1-19 1-20 Marketing Strategy is the answer to the question: How will we provide superior customer value to our target market? This requires the formulation of a consistent marketing mix, which includes the Product Communications Price Distribution, and Services