Understanding the Micro and Macro Environment了解宏观环境和微观环境.ppt

Learning outcomes Elements of the marketing environment Macro and Micro environmental analysis Understanding Consumer Buyer Behaviour Understanding Industrial Buyer Behaviour Defining and analysing competitive forces Consumer Buyer Behaviour Consumer Needs Wants Needs are unsatisfactory conditions of the consumer that prompt them to an action that will make the condition better Wants are desires to obtain more satisfaction than is absolutely necessary Food vs. Gourmet Food, Car vs. Porsche etc Consumer Behaviour-Psychology The perception of a consumer about a certain service/product is what matters. Learning also features in consumer behaviour. Especially for a complex purchase. Motivation is defined as a state of drive that impels behaviour towards a goal-object. 30 of 36 Maslow’s Hierarchy of Needs Abraham Maslow described motivation as a means of satisfying human needs. Physiological Needs – Food, shelter Safety Security Needs – car safety, fire safety Belongingness Love Needs – Teenagers clothes Esteem Ego Needs – Self Gift Giving Need for Self Actualization – Engage in self improvement activities Psychographics:Describing Consumer Behaviour Psychographics is a facet of motivation and explains how a person acts during the consumption phase. The way they act is guided by a person’s: Values Self Concept Lifestyle VALS – values Lifestyles Attitudes Individual Consumer Decision Making process Step 1: Problem Recognition Step 2: Information Search Step 3: Alternative Evaluation Step 4: Purchase Step 5: Post purchase Experience Chap 5 of Book Industrial Buyer Behaviour Who says that you will always market to an individual?? ‘The decision-making process by which formal organisations establish the need for purchased products and services, and identify, evaluate, and choose among alternative brands and suppliers’ Kotler and Armstrong 1989 Industrial Buyer Behaviour The process can be summarised as follows- Problem Recognition- Need Des